Increase your conversion rate and turn visitors into customers

by Andrea del Campo, 09.03.15

One of the biggest challenges in e-commerce is turning visitors into customers. Even if the traffic into your shop is pretty significant it is important to make sure that your shop is well optimised for conversion. In this article, we give you some tips on how to improve the user experience during the purchasing process.

Use a clean design that focuses on your products

When someone visits your online store, it should be clearly visible what you sell. The best way to do this is to keep your shop design clean and organised. A busy and overloaded design may distract your visitors from what you want them to do: view and eventually buy your great products. Using high quality pictures is, for example, a very important design aspect and will visibly improve the look of your shop.

Note that placing a content slider at the upper part of your shop is a great way to show off your products. With this feature, you can call your visitors’ attention and display your most popular products. Why? Because it is proven that these products awake your visitors’ interest and help your shop to achieve more sales.

Work on your business’s credibility

It is very important that your shop appears credible and trustworthy to visitors. This means that, besides presenting your business clearly and professionally through the shop design, you should appear reachable and accessible for customers to contact you or learn more about you.

Make clear how customers can contact you by displaying your phone number and/or your email address in the header of your shop. Also use the “About us page to let them know about you and your business. On this page you should present the contact details of your business (such as: location, phone, email address and, for example, opening hours). Additionally, we recommend writing a small story about how you got started, how your daily business looks like or stories about your products or your team. This will provide a very valuable human touch to your shop.

In general, it is important to let your customers and visitors know that you care about them and about the image you are projecting.

Be proactive – address customers’ doubts

When shopping online, customers often ask themselves questions such as: how much are the delivery costs? What if the product doesn’t suit me? When will my product arrive? If you offer free shipping, a great return policy or special prices, make sure you display these advantages prominently on your homepage.

Instead of placing all of this content on the start page, you can create an individual page to detail this information. It doesn’t need to be long – just include the different delivery options you offer, how much they cost, how long the shipping takes and how the return policy works. The less doubts customers have when visiting your shop, the more confident they will be to place an order.

In addition, try to avoid surprises at the checkout. Nobody likes to feel deceived by prices, taxes or shipping costs that appear late in the checkout process. We recommend that your pricing policy is clearly displayed in all product pages: price + VAT + delivery costs.

Test your shop!

No matter how you decide to display your offer, it is fundamental to test that everything is well displayed and works correctly. Make a number of test orders in your shop and ask your relatives or friends to do so as well. Be critical with yourself. What would you change or improve? Then make some small changes and start testing again.


In order to satisfy your visitors and raise your conversion rate, your online business needs to be refreshed and updated regularly. Schedule a little time each week to make changes and track the impact on your business. Improving is doing!


About the author

was an editor at ePages. With passion for merchant advice, practical tips and commerce news she enriched our Spanish and English blog.

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