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The Ultimate Guide to eCommerce CRO

The Ultimate Guide to eCommerce CRO

If you’re running an eCommerce store, you know that driving sales can be a constant challenge. It’s not enough to simply have a website – you need to actively work to attract and retain customers.

If you’re struggling to drive sales on your eCommerce website, don’t worry, you’re not alone. Many online businesses face the ongoing challenge of attracting and retaining customers in a crowded and competitive market. 

The good news is that there are proven strategies you can use immediately to increase sales and grow your business. In this blog post, we’ll explore some practical tips and techniques for boosting sales on your eCommerce website.

Whether you’re just getting started or looking to take your online store to the next level, these CRO strategies will help you get there. So let’s dive in and see how you can start boosting your online conversions, sales, and revenue today.

1. Improve Your Product Pages

Your product pages represent a significant opportunity to convince customers to choose your business over your competitors. While it is important to attract the right target audience to your website, if your product pages are difficult to navigate, it is likely that users will leave and your website’s conversion rate will suffer. 

Make sure to prioritize clear and user-friendly product pages to increase the likelihood of converting visitors into customers.

Use compelling Call-To-Action (CTA) Buttons

To reach their desired destination on your website, a user must utilize the call-to-action buttons present on the page. These buttons are critical components of any webpage, as they can influence whether or not a potential customer decides to convert.

Show off your Products with Clear and Concise Imagery

The images of your products serve as a representation of your brand and how you want to present your eCommerce business. Customers can gain insights about your company from the images displayed on your website. It is important to use high-quality images for all products to effectively convey your brand image.

Display Your Prices Effectively

When browsing a product listing, the price is typically the first thing that a user will notice. While you may not have control over the actual price of your product, there are ways to effectively present it on your product pages.

Read more about the tips above and find more actionable product page advice in this post: 8 CRO Tips For High-Converting Product Pages

2. Improve Your Checkout Pages

A checkout page is a critical part of an eCommerce store because it is the final step in the purchasing process for a customer. A well-designed checkout page can have several benefits for an eCommerce store and can improve the customer experience and increase sales exponentially.

Use Autofill Forms to Ease Your Customer’s Purchase Journey

Checkout pages require forms to gather necessary information from customers. However, forms that are excessively lengthy and have too many fields can discourage even the most eager buyer from completing the process.

Show Badges on Your Checkout Pages to Build Trust

Security badges, trust seals, and payment logos have become an essential part of all checkout pages. Without them, it can be difficult for customers to trust the credibility of the page. 

These badges serve as a visual reminder to customers that the eCommerce store is secure and trustworthy. They help to create a sense of security and reassurance when making a payment, which is crucial for maintaining customer confidence. 

By displaying these badges, you can help to reinforce the security of your store and encourage customers to feel safe and secure while shopping with you

Read more about the tips above and find more actionable checkout page advice in this post: 6 CRO Tips for High-Converting eCommerce Checkout Pages

3. Improve Your Category Pages

Improve Your Category Pages


Category pages provide an opportunity for website visitors to see the products you offer and find what they are looking for. However, if a customer is unable to find what they need or encounters difficulties with page navigation, they may give up on their search. 

To prevent this, it is important to give customers control over their search experience. By enhancing your category pages, you can improve the chances that customers will stay on your eCommerce store and make a purchase.

Let Customers Compare Your Products

Your product pages should be easy for customers to navigate. Customers want to find the best product for them, and your goal is to present this information in a straightforward and uncomplicated way.

To achieve this, include clear product images, names, prices, and star ratings in each product listing. This will allow shoppers to easily compare the different options and make informed decisions about their purchases.

Use Featured Content Blocks

As you continue to track your sales and customer feedback, you will eventually identify your most popular categories and products. These are the items that you should highlight and promote the most, as they have already proven to be successful with your audience.

Customers are often drawn to products that are popular among their peers, so by showcasing your top-performing products on your category pages, you can pique the interest of potential customers and encourage them to learn more about why these items are so popular.

Read more about the tips above and find more actionable category page advice in this post: 5 CRO Tips for High-Converting eCommerce Category Pages

Top Tip: Implement A/B Testing

Implement A/B Testing

A/B testing is a statistical method used to compare two versions of a product, service, or marketing campaign to determine which performs better. It is an important tool for businesses and organizations because it allows them to make informed decisions based on data rather than relying on assumptions or guesses. 

By comparing the results of two different versions of a product, service, or marketing campaign, businesses can determine which version is more effective and make informed decisions about how to optimize their offerings. A/B testing is particularly useful for testing changes to websites, apps, and other digital products, as it allows businesses to quickly and easily gather data on how users respond to different features and design elements.

4. Test Your Product Pages

To improve the conversion rate of your eCommerce website, it’s important to make your product pages as easy to use as possible. One way to determine the most effective elements for your product pages is to conduct A/B testing, which involves making small changes to different elements and comparing the results to see which versions perform better. 

Some things to consider when designing your product pages include the placement of call-to-action buttons, the use of relevant and engaging images, and the effectiveness of product headings. By testing different versions of these elements, you can determine the best approach for increasing conversions on your product pages.

Test Your Call-To-Action (CTA) Button Text

When designing your call-to-action (CTA) buttons, it’s important to consider more than just the colour. The text on your CTAs should clearly instruct the user on what will happen when they click, which can significantly improve their experience on your website and potentially double your conversion rates. Will CTAs that read “Buy Now” or “Add to Cart” work better? Try testing to find out!

Test Engaging Product Headings

To make your product headings more engaging, consider adding additional information beyond just the product’s name. In today’s fast-paced world, it is important to quickly grab the attention of potential customers who may not have long attention spans. This is beneficial for your business.

Read more about the tests above and find more actionable product page A/B tests in this post: 5 Easy A/B Tests To Make Your Product Pages Convert Better

5. Test Your Checkout Pages

A/B testing can be an efficient way to optimise your checkout pages and boost conversion rates. By examining two different versions of a page (the A version and the B version), you can determine which one is more effective and make data-driven adjustments to your website. Enhancing your eCommerce UX and CRO is essential for your eCommerce store’s success

Test different payment methods

It’s essential to provide various payment options on your checkout pages as different customers have different preferences. To find out which forms of payment are most favoured by your customers, consider creating two versions of your checkout page.

The A version should include the most popular payment methods, such as credit cards and PayPal, while the B version should offer additional options like Amazon Pay and Google Pay.

Test different page layouts

To optimize the effectiveness of your checkout page, consider creating two versions with different layouts. One version could follow a traditional layout, with the payment form on the left and the order summary on the right. 

Another version could try a different arrangement, such as putting the payment form at the top and the order summary beneath it. It is crucial to ensure that both versions function smoothly on all devices.

Read more about the tests above and find more actionable checkout page A/B tests in this post: 5 Easy A/B Tests to Make Your Checkout Pages Convert Better

6. Test Your Category Pages

Test Your Category Pages

A/B testing is a method that helps e-commerce businesses improve the performance of their category pages by comparing two versions of the page. By comparing the results of the two versions, businesses can determine which one is more successful in achieving their goals and increasing conversion rates.

A/B testing is a useful tool for any e-commerce business looking to optimise its category pages and ultimately improve its conversion rates.

Test the use of product reviews and ratings

By including product reviews and ratings on your category pages and evaluating their effectiveness, you can gain valuable insights for potential customers and enhance trust and credibility. Testing the inclusion of these features can help you determine if they positively impact conversions.

Test the use of product images and videos

The use of product images and videos on your eCommerce store’s category pages can greatly enhance the customer experience and potentially increase conversions. 

These visual elements give shoppers a more comprehensive understanding of your products and can also help to engage and motivate them to make a purchase. By testing the impact of product images and videos, you can determine their effectiveness in driving conversions.

Read more about the tests above and find more actionable category page A/B tests in this post: 5 Easy A/B Tests to Make Your Category Pages Convert Better

There are countless strategies you can use to increase sales on your eCommerce website. These include optimising your website for search engines, offering good customer service, implementing a loyalty program, running promotions and sales, using social media to promote your products, and more. 

However, none of that will be as effective if your customer is then given a poor user experience. That’s why implementing a successful CRO and UX strategy will help improve your eCommerce store over time, and ultimately drive conversions.

By focusing on these key areas, you can effectively drive more traffic to your website and encourage more people to stay and make a purchase. Remember to always keep track of your sales and customer data, as this will allow you to continually fine-tune your approach and find the most effective ways to boost your future sales.

If you have any questions regarding this article or anything to do with eCommerce marketing, don’t hesitate to drop us a comment, after all, we do have an eCommerce Digital Marketing Agency here at Tillison Consulting.


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