A conversion means that a user has completed a goal on your website. Conversion rate is the percentage of visitors who complete a transaction on your online shop in a particular period. Here are some examples on conversions on an E-commerce website:

• Social media share
• Email signups
• An online sale
• A user adding an item to their wish list
• A user adding a product to their cart

To achieve these conversions, your shop should attract users in the right and strategic manner. Here are some tips to increase conversions for your shop:

Use high-quality images and videos

When a prospective customer is browsing on your eCommerce shop, they see the product images and videos that you have used to show the product. These need to be clear and of high-quality. These images help the user understand the nuances of the product and also visualise it better. This leads to them trusting your product which betters the chances of them buying the product.

Put a pop-up on your site

Studies suggest that adding a pop-up can increase your conversion rate. Here are a few tips on using pop-ups correctly:

• Use various relatable and value-adding offers such as free things, discounts, premium content, quick access to events, and PDFs, among others. Try this until you find the most suitable offer.
• The pop-up should appear after the user has been on the site for 30 seconds so it doesn’t irritate the user.
• Users should be able to close the pop-up easily.
• Set a cookie to make the pop-up appear only once per user. Usually, pop-up tools allow this.

Using these tricks could give a great boost to your website goals and also not annoy any user.

Eliminate distractions

Users love it when they get clear directions/information on the website and not an overload of information. Keeping your landing page easy to navigate and crisp is the first step. Do not include anything that’s not essential and keep only the information that the visitors must know. Following are the key pointers that you should include:

• Benefits and features
• Headlines and subheadings
• Testimonials/Reviews
• Offerings in the form of visuals
• Clientele

Other important things to keep in mind are social proof, videos, and a live chatbox. You can use heatmaps to check where exactly the users are clicking and what is not essential for them. This exercise will help you remove unnecessary information and increase your conversion rate.

Write a stronger CTA copy

Regular CTAs like “Begin trial” and “Sign up” does not attract users. You should invest some time in improving the copy that prompts the user to take the next step. Include the word “Yes” at the beginning of a CTA. It will be psychologically highly effective as it takes the user in a positive direction. E.g., “Yes, I want my free trial”. This looks much better and communicative than a generic copy. Try different CTA buttons and copy to see which one is getting you more clicks. Conversion rate optimisation (CRO) is essential for your site and helps you in achieving your business goals. When done and monitored rightly, it can yield great results.