eCommerce Conversion Optimization Tactics for BFCM and Q4

Reshma M
11 min readNov 25, 2021


With the rise of technology, the shift from conventional shops to ecommerce stores has made the competition more strong in the market. Now stores are required to put a lot more effort to engage with the visitors in order to make them customers since the person browsing through the internet would have hundreds of options apart from your store.

Hence, this heightened level of competition necessitates more than ever before that customers have a positive experience. We have made a little effort for you by researching and collecting the most valuable tips for eCommerce conversion optimization. Continue reading to know about them:

1. Improve the Loading Speed of your Website:

Having a fast website speed can enhance the user experience at an incredible pace. With a better browsing experience, visitors would stay longer on your website pages, and many would probably end up purchasing, leveraging your conversion rate. Besides this, it also serves to improve search engine optimization (SEO), and it boosts search engine marketing (SEM). Keeping page load times low, however, necessitates a significant amount of effort. Therefore, you must look into the following steps to make it happen:

  • Evaluate your webpage load speeds with tools like Google Analytics to discover if there are any pages getting a lot of traffic but take a long time for loading.
  • Examine for possible concerns with tools such As Google PageSpeed Insights.
  • Keep track of how many tracking scripts and plugins you have installed. Look out whether any of them have a significant impact on loading time.

2. Demonstrate the Breadth and Depth of your Offerings:

Showing what is available to purchase on your e-commerce website swiftly and efficiently is one approach to assist shoppers in viewing instantly that they are at the right place. However, this does not imply that you should flood visitors with unique products on the homepage of your website before they have even told you what they have been looking for. Instead, what you can do is:

  • Make your top-level product categories shown as distinct visual navigation components.
  • Entail a composite image for each of the categories so that the visitor gets the idea about it right after seeing it. Making the categories distinct will help your customer easily find the goods they are looking for.
  • Consider showing the total number of products in each category. By doing so, you will give the immediate visitor assurance that you have the product they need. However, keep in mind that this should not overwhelm users.

3. Encourage customers to fill their cart:

Conversions are more than just persuading people to buy. In fact, you need to maximize the order value per customer as part of your goal. Hence, for that, you can do is:

  • Make a Bundle of products.
  • Display related products in order to increase the order value.
  • Offer a discount if they reach a certain pricing threshold.
  • Upsell to the point where you get free shipping.
  • Allow customers to pay in installments.

There is no doubt that discounts can help you convert more customers, but you must play smart with it. You must be quite cautious about how you can use discounts, as the rewards of doing so might be substantial, but the hazards are also massive.

If you are a Shopify merchant, you can use the ShopSense app to automate and optimize your store. This app works as a marketing automation tool that allows you to hyper-personalize the customer’s buyer path through your store. It’s automated, so you don’t need to work physically to customize your marketing effort for each customer. It’s a marketing automation tool that provides solutions at scale.

ShopSense creates buyer personas for store visitors based on their search history and preferences. It helps you identify your target audience and serve them more efficiently.

4. Accommodate Early Stage Visitors:

The bottom of the sales funnel is where a lot of marketers concentrate their efforts. However, the case is the opposite. They should be focusing more on the early-stage visitors instead of them because optimizing just for those who are already taking action can be detrimental to the company in the long run.

Therefore, to make this happen, you must establish early-stage material, such as thorough guides, without putting them behind a paywall because educating them for a high-consequence decision would enable you to gain the Customer’s trust, making them purchase from you.

By doing so, you will have a better chance of long-term success if you make sure your sales funnel as a whole is healthy instead of just trying to extract value out of the bottom of the funnel.

5. Build Trust:

Keep in mind that people would not trade with you if they do not believe you. Hence, building trust is extremely important in ecommerce.

To ensure that you have a strong connection with your customers, you must be very cautious about how your website is working because your website’s performance would be regarded to optimize your conversion rate. Hence, you must ensure that:

  • Your website has a contemporary design and a particular feel. As internet buyers usually rely on initial impressions to decide whether or not a website is reliable.
  • Your contact number should be prominently displayed in the upper right-hand corner of the webpage.
  • Employ the logos of significant organizations that are using or have used your products and services previously, as well as media references from well-known institutions to “borrow” credibility. However, to avoid overpowering essential navigation components, it would be great if you kept the logos mute.

Remember that establishing trust and reputation online right away needs patience, consistency, and a lot of effort. Nothing happens in a day or two.

6. Use the Product Images strategically:

The best advantage that a conventional store owner has over online retailers is that they can give customers the tactile sensation which is not possible online. Clothing, for example, is more difficult to sell online since customers cannot try them on before buying. They just take a leap of faith and go for it.

Using product photos carefully can help assuage buyer’s anxieties that their expectations of the goods will not match the real product. Hence, consider the following:

  • Visual content submitted by customers should be used to complement model pictures because customers are more likely to believe images taken by genuine individuals than photos done professionally.
  • Emphasize the product’s unique selling point. For instance, in case you are selling comparable things, make sure the product’s photograph shows how one stands out from the rest.
  • Demonstrate the product in various contexts. In case you are offering furniture, then putting the item in context will assist customers in seeing how it will look in their own houses. Doing so will enable the customers to make better decisions.

7. Utilize Behavior-Triggered Pop ups:

E-commerce buyers might hesitate and end up closing the browser without converting, regardless of how amazing your website is. Don’t lose hope and play smart. You can try to reclaim a small portion of them as a final resort by utilizing behavior-triggered pop ups. Hence, you can:

  • Make sure you have the appropriate technology to assist you with the visitor’s movement and launch the triggered pop ups according to certain conditions. For example, you can set a particular number of pages that if a visitor crosses, the pop-up appears at the very moment.
  • Display a pop up modal in order to persuade a user to stay longer if they appear to be about to be closing the tab. Alternatively, obtain their email addresses in order to stay in contact with them even after they have left your website.
  • Experiment with different offers to see which ones encourage visitors to remain the longest.

8. Persuade with your Call to Action:

A clear and compelling call-to-action (CTA) button is one of the most important measures that you can take to help your visitors comprehend how they should move on but remember that this will necessitate some research and tactical considerations. However, for you, we have suggested a few of the things below:

  • Having just one straightforward CTA button on the web page would be the best as doing so users would be aware of what they will receive if they press the button. However, if you have more than one button, then you must establish a visual hierarchy. For instance, you can use a ghost button for the secondary CTA button.
  • Follow the best practices for better website usability.
  • To find out what works the best for you, use multivariate or split tests.
  • It would be great if you chose a sharp contrasting color for your CTA to highlight it from the rest. Secondly, try using rounded corners as that would attract more. Lastly, make big buttons but don’t overlook the rest of the design because then it will look amateurish.
  • Use scarce and social proof concepts to create your CTA more appealing.

9. Encourage customers to fill their cart:

Conversions are more than just persuading people to buy. In fact, you need to maximize the order value per customer as part of your goal. Hence, for that, you can do is:

  • Make a Bundle of products.
  • Display related products in order to increase the order value.
  • Offer a discount if they reach a certain pricing threshold.
  • Upsell to the point where you get free shipping.
  • Allow customers to pay in installments.

There is no doubt that discounts can help you convert more customers, but you must play smart with it. You must be quite cautious about how you can use discounts, as the rewards of doing so might be substantial, but the hazards are also massive.

10. Improve Product’s price Presentation on your store:

The way you present your price can either make or might break your deal. Hence, you must ensure that you optimize the product’s price presentation on your ecommerce platforms as it serves to be one of the primary levers to optimize your conversion rate.

To make this possible, you can:

  • Remove the dollar sign (for example, write 100 rather than writing $100).
  • Reduce the price’s prominence on the page.
  • Place a lower price in an inconsequential location.
  • Change the first digit (i.e., 699 instead of 700).
  • If at all possible, omit the whole number (for example, 999 instead of 1000).
  • If you are displaying the subscription or anything similar, then divide the cost (such as 10 per month, instead of writing the whole cost 120 per year)
  • Price points are displayed in decreasing order.
  • Try adding an alternative that would not sell well with the hot seller to make them more appealing and to get rid of them quickly.

11. Offer a variety of shipping options:

To optimize the conversion rate, you must consider offering different shipping options. For example, if you have something unique that the user wants but he still leaves without buying it, then you must know that you have bad shipping alternatives that can prevent you from getting a conversion. Hence, what you must do is:

  • You can provide free delivery for a certain price barrier or a certain deal.
  • Provide quick shipment, and for that, you can collaborate with 3rd logistics services (3PLs) and utilize their fulfillment networks.
  • Provide the customers with choices such as local delivery, BOPIS (buy online, pick up in-store), and click-and-collect.

If your competition and you have identical pricing points, shipping specifics can shift the balance one or the other way. Addressing this aspect of the experience effectively will help your e-commerce conversion rate optimization initiatives significantly.

12. Optimize customer’s checkout experience:

Getting a significant quantity of users to the checkout page takes real effort. Therefore, you’ll need a strategy to make sure that a significant number of individuals buy from you once they arrive. Hence, to make this possible, you must optimize the checkout experience of the potential customer, and for that, consider the following:

  • Get the customer’s email address initially so that in case the prospect leaves without filling the whole form, you can contact them, nudging them back to the shopping cart through abandoned cart email, where they might end up converting later.
  • Avoid distracting the customers. For that, you can decrease the elements you offer to a minimum once customers arrive at the checkout screen.
  • Set the tone for the user. Show a progress indicator and the future steps, and use clear and explicit labels to describe what each step comprises.
  • As soon as feasible, display any additional charges. Surprising potential clients late in the game may cause them to become irritated and leave.

You’ll optimize your bottom-of-the-funnel prospects if you put in the effort to eliminate discomfort during checkout and get prepared for customers who will abandon their cart.

13. Work on your Thank You Page:

A Thank You page can serve as a page that can enable you to build empathy, confirm the consumer’s decision to purchase from your store, while on the other hand as a section to offer further products. It totally depends on you how to make use of it, but you must pay close attention to your thankyou page, making it a revenue generator, and for that, what you can do is:

  • Remind the customers about what they are getting as the return of the purchase (any offer or loyalty points) so that they stay excited about what they have bought.
  • Recommend related products on the thank you page that the buyer might want to buy.
  • Request the buyer to download your application
  • If the buyer is not already a member, invite them to join the loyalty program.

14. Leverage Social Proof/ Customer Reviews:

We prefer to look out at what other people have done in similar situations when we are not sure about something. Similarly, when we go to a website, we look for reviews by the previous buyers to evaluate if the product is worth buying or can the company be trusted or not.

This is why customer reviews on your e-commerce websites can serve effectively at increasing visitor trust. Shoppers can use reviews to get important information that will aid them in making purchasing selections. Hence, you must consider encouraging customers to give reviews for which you must:

  • Indicators for rating and reviews should be placed above the fold (like or dislike button or five stars, emoticons)
  • Negative feedback should not be ignored.
  • Allow reviews to get feedback (for instance, ask, “Was this review helpful?”).
  • Optimize graphic content submitted by customers.
  • Instead of showing no reviews, use the purchase “Be the first to review.”
  • Utilize strategies like post-purchase emails or review incentives to collect reviews.

15. Optimize the Post-Purchase Experience:

Since it costs more money to acquire new consumers than it does to keep current ones, you must never stop thinking about the customer experience once a visitor has become a client.

  • Enhance transactional emails. Send them the order confirmation email and the order information so that they have a record of all the details.
  • Work on obtaining a small percentage of your consumers to sign up for your emailing list.
  • Ask for comments in order to obtain evaluations and testimonials and to develop social proof after a few days after the product is received, like sending them mail to ask for their feedback about the purchase.
  • Use emails to promote upsells and cross-sells, but make sure the time is correct. Estimate the time when customers would need to be alarmed about a product upgrade.


Summing up the article with the hope that the above discussion would have added knowledge to your think tank regarding your concern.

There are still many ways that can help you improve your Ecommerce Conversion Rate besides what we have discussed in this article, but we have given you the major ones to be sure that you get quick and best possible results. However, it would help if you were sure about the right timing. Due to this fact, it’s better first to allocate the areas you want to optimize then apply according to the priority. We assure you that the above tactics would bring some ultimate improvement in your sale if taken into consideration.