How to increase the conversion rate on your e-commerce site

How to increase the conversion rate on your e-commerce site
AutorÁngel Eduardo Ochoa

ADHOC is taking a full service approach to prepare you for the new year 2021, we have collected valuable information from the different areas of the company and we are here to describe what we consider to be the best tactics from the perspective that combines different areas such as Marketing, Design of user experience (UX), Development, and more.

Optimizing your website to have more conversions in high peaks of temporary traffic in your online store will give an additional boost to sales and generate higher income. So let's get straight to the point. How will we increase the conversion rate?

1. Extract baseline data and set realistic goals

Increasing your conversion rate starts like all metrics, understanding our information. Tip number one: don't compare your stats with generic e-commerce competitors. Your conversion rate depends on your product, industry, and unique pricing strategy. Therefore you only have to pay attention to the historical information of your business.

To start we recommend checking the data from last year, find your sales trends and ask yourself what you could take advantage of that information and what trends can you extract from the data and where do you see room for improvement?

Then try to extract information from your segment. In this case we are talking about the conversion rate, then try to see the numbers from this perspective for example:

We recommend extracting the information from your Google Analytics or from your e-commerce platform such as Shopify or Woocommerce. It does not matter much where you get your information from as long as you are able to get the data and get to work.

Then try to extract information from your segment. In this case we are talking about the conversion rate, then try to see the numbers from this perspective for example:

  • What genre is converting the most?
  • What are their interests and demographics?
  • Are they shopping for themselves, for their wife, or for their children?
  • Is the conversion different by region or country?
  • Are the conversions from desktop or mobile devices?

Once you have this information you can have a better understanding of your historical information, you can complete critical things:

  • Objectives: You can propose a realistic and achievable objective for your following quarters based on in the results of your sales last year.
  • Segmentation: You can have a better understanding of what segments of your audience are converting plus. You can create a plan to segment your advertising to those audiences by solving and speaking directly to your pain points.

2. Testing A/B

When it comes to A / B testing tools we highly recommend Google Optimizer because it is free and allows you to run tests that are directly integrated with Google Analytics. These actions can be used to personalize certain content. You can use this tool to test different copywriting, images, calls to action, button colors, the length of your forms, and more.

Testing the different variants of each element of your web page will help you to be sure that your page is optimized to convert to the maximum.

3. Content, content and more content

Content along with your copywriting is of utmost importance for your e-commerce strategy. In the context of increasing the conversion rate, it is necessary to be sure that your message and the tone that is used is constant in all communication channels, this impacts the user experience of your customers.

From a UX perspective, copywriting is a critical factor when it comes to conversion rate. Each message written on your web page is an opportunity to demonstrate the personality of your page to gain user trust. Site visitors who find a pleasant, consistent, and trustworthy tone in everything they write increase the likelihood of increasing your conversion rate.

It is also essential to ensure that the user can understand what you are selling and what is your value proposition in less than 3 seconds when arriving at the page, otherwise they will have a negative experience that causes a bounce on the site.

4. First check the speed of the site, then increase the speed of the site

From a Development perspective when it comes to increasing the conversion rate the first thing that is addressed is the speed of the site. Anything that can be done to increase the loading speed of the site must be done. In ADHOC we wrote an entire article that can help you improve the loading speed 4 errors that few attend and brutally slow down the speed of your site .

How important is the loading speed of a site? Google researchers set about testing and this is what they found:

  • For every 3 seconds of waiting the bounce rate increases by 32%
  • From 1 to 5 seconds of waiting the bounce rate can increase up to 90%.
  • For every second that your site load increases, the conversion rate can be reduced by 7%.

A significant component when rate upload speed is images. It is important to optimize and compress the images of your products so that they do not affect the speed of the site.

5. Remarketing & Retargeting

What better way to increase your conversion rate than with customers who have historically made a purchase on your site.

You can start with extracting a list of buyers from last year. The good news is that you already have an email list so getting in touch will be easier than it sounds.

Once you have collected the information of your buyers, segmented by buyer persona. You can start by educating and informing through the different channels with specific messages for each group of customers. Successful remarketing strategies target a specific audience with content for each stage of the customer's consumer.

Remarketing tools like Facebook Ads can be very complex but extremely effective. You can segment by touch points, page views, products viewed, products added to the cart, purchases made, by gender and many other things. Normally we divide them by the stage of the conversion funnel, top, middle and bottom.

Do not forget to use emails for users who abandoned the shopping cart. Getting in touch with these people is essential to increase your conversion rate.

Most users don't convert on the first visit to your page. For that you have to earn their trust, a good remarketing strategy can take your e-commerce to the next level of conversion.

6. Urgency and scarcity tactics.

When we limit the existence of a product or promotion, the consumer generates a feeling of urgency that leads them to have to make a decision at that moment. It may sound like a deceptive tactic, but the results speak for themselves:

For example Centre De Recherche DMSP did a study on purchase delay, states that consumers enter a website and delay their purchase up to 70%.

Urgency and scarcity are two concepts of consumer psychology that analyze our motivations and fears, they can facilitate us to make a decision. Although our goal is not to make users make decisions on impulse, we can help them not to delay their purchase decision. Here are some ideas you can implement to improve your conversion rate in the short term.

  • Limited time offers.
  • Offers and flash sales.
  • Offers with timer.
  • Free shipping with discount.
  • Mention that there is only “X” quantity of products left.

There are many ways to take advantage of the sense of urgency as they are very effective. But we have to keep in mind that it should not be our main objective. We have to be as realistic as possible with the sense of scarcity and use it when there really is a demand for our product, otherwise it will lose the characteristic that makes it so effective.


We hope that some of the ideas we share in this article will help you maximize your top metrics in 2021. In addition to these tactics, there are more strategies that can lead you to increase your conversion rate. If you have a project in mind you can contact ADHOC to help fulfill your purposes.

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