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29 Tips to Improve Ecommerce Conversion Rate

Written byEPAM Startups & SMBs

The Editorial Team of EPAM Startups & SMBs is an international collective of tech consultants, engineering managers and communications professionals who create, review and share their insights on business technology and project success tips.

The Editorial Team of EPAM Startups & SMBs is an international collective of tech consultants, engineering managers and communications professionals who create, review and share their insights on business technology and project success tips.

In the dynamic world of ecommerce, every business is driven by the desire to turn casual browsers into loyal online shopping customers. Optimizing your ecommerce conversion rate (CR) is not just about attracting more site visitors but converting them into purchasers. Whether you're launching new products or refining your online store, the goal is clear: achieve more sales.

Enhancing your website's functionality and user experience can significantly impact your revenue and customer satisfaction. At EPAM Startups & SMBs, offering specialized support specifically for ecommerce tech projects is at the core of what we do. But we also want to ensure every company — not just clients — can have a digital presence primed to captivate and convert. Here’s a look at how to improve your ecommerce conversion rate.

Understanding ecommerce conversion rates

Before diving into how to increase a conversion rate, ecommerce businesses need to understand what an ecommerce conversion rate is at its core. An ecommerce conversion rate is a critical metric that measures the percentage of website visitors who complete a desired action out of the total number of visitors.

This wanted action can range from making a purchase or signing up for a newsletter to any other goal set by the ecommerce store. It serves as a key indicator of how effective the store is at converting online shoppers into customers.

The average conversion rate can vary widely depending on the industry, product type, and customer demographics, but it universally serves as a benchmark for assessing the health and potential of an ecommerce business. Improving ecommerce conversion rates is a multifaceted challenge that involves optimizing each step of the customer journey.

This journey, often visualized as a conversion funnel, encompasses all the stages from initial awareness through to making a purchase. Each stage of the funnel must be meticulously designed to guide website visitors toward conversion, reducing friction and enhancing the user experience at every point. By focusing on the smooth progression through this funnel, businesses can better meet the needs and expectations of potential customers, thereby increasing the likelihood of converting visits into valuable sales.


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What is a good ecommerce conversion rate?

Determining a "good" ecommerce conversion rate can be somewhat elusive, as it varies significantly across different industries and product types. However, general benchmarks suggest that ecommerce conversion rates typically range between 1% and 2%.

For top-performing sites, especially in niches with higher consumer interest or lower price points, rates may climb as high as 3% or more. Achieving or surpassing these figures is often seen as a mark of effective ecommerce conversion rate optimization strategies being in place.

To boost sales and improve conversions, it is crucial to understand the factors that influence these rates. Detailed analysis of customer behavior, site usability, and competitive positioning helps identify areas for improvement. Then, by systematically addressing identified shortcomings, businesses can improve their rate of conversion and, in turn, their overall sales performance.

Why is improving CR so important?

Improving conversion rate is vital because it directly influences the ability to increase ecommerce sales conversion, making the most of the traffic that your ecommerce site already receives. A higher conversion rate implies that your site is effective not only in attracting potential customers but also in compelling them to complete a purchase.

This efficiency not only boosts revenue but also enhances the return on investment for every marketing dollar spent. By focusing on conversion rate improvements, businesses ensure that they are not just driving traffic but are also successfully turning that traffic into sales.

Plus, optimizing your conversion rate helps better align your online store with the needs and preferences of your audience. This alignment is achieved by meticulously analyzing the customer journey to identify and eliminate any obstacles that customers might face from the moment they land on your site to the final checkout.

Such optimization efforts lead to a smoother, more intuitive shopping experience that caters effectively to the expectations of your visitors. The result is a more loyal customer base, reduced cart abandonment rates, and a stronger market position. By prioritizing improvements in CR, businesses can foster a more engaging and profitable online presence.

29 tips on how to improve CR

Smooth checkout flow

To enhance your checkout flow, aim for a straightforward and streamlined purchase process that minimizes steps and reduces complexity. A clear and concise checkout minimizes cart abandonment and is one of the best ways to increase ecommerce conversion rates. Simplifying form fields and offering clear progress indicators can all contribute to a smoother transaction.

EPAM Startups & SMBs can help streamline your checkout process by implementing the latest UX principles and technologies to ensure a frictionless path to purchase, effectively boosting your overall rate of conversion.

Page speed

Site speed is critical in keeping the attention of prospective customers. Faster loading times on sales pages and product pages can significantly boost conversion rates by reducing bounce rates and improving user experience. Optimizing images, leveraging browser caching, and minimizing code can help speed up your pages.

EPAM Startups & SMBs offers expertise in advanced web performance optimization techniques that ensure your ecommerce site loads quickly and efficiently, helping retain customers and enhance ecommerce conversion.

Attractive pricing

Competitive and attractive pricing strategies are essential in capturing and retaining customers. Consider implementing dynamic pricing, which can adjust in real time based on demand, competition, and customer behavior.

EPAM Startups & SMBs can assist in integrating advanced pricing tools that help you stay competitive while maximizing profit margins. This approach is instrumental when you’re trying to figure out how to increase a conversion rate in ecommerce, as it makes your offerings more appealing to price-sensitive consumers.


Incorporating customer reviews on product pages enhances credibility and trust, which are crucial for convincing new customers to make a purchase. Positive feedback from previous buyers can significantly influence the decision-making process.

EPAM Startups & SMBs can integrate robust review systems into your platform that facilitate easy submission of customer feedback and display it effectively to boost conversion rates.

Images and video content

High-quality images and videos are pivotal in providing customers with a clear, accurate representation of your products. Engaging multimedia content on product pages can improve engagement and reduce uncertainty, leading to higher conversion rates.

EPAM Startups & SMBs can help you implement state-of-the-art visual and video technology to showcase your products in the best light, making your ecommerce site more enticing.

Detailed product descriptions

Detailed product descriptions help eliminate doubts and answer potential questions, enhancing the shopper's confidence in making a purchase. Accurate, comprehensive descriptions combined with key selling points tailored to your target audience can significantly boost conversion rates.

EPAM Startups & SMBs can assist in crafting compelling content that highlights product benefits effectively, improving both SEO and user engagement on product pages.

Smart recommendations

Utilizing smart recommendations can significantly enhance the shopping experience by suggesting relevant products based on the user’s browsing and buying behavior. This not only increases the likelihood of additional sales but also personalizes the customer journey.

EPAM Startups & SMBs specializes in implementing intelligent recommendation engines that adapt to customer preferences and behaviors, effectively increasing overall sales.

Search bar

A well-optimized search bar with a powerful search functionality allows users to find exactly what they're looking for quickly and efficiently. This functionality is crucial in facilitating a positive shopping experience and can directly improve ecommerce conversion.

EPAM Startups & SMBs can enhance your search capabilities with advanced algorithms that deliver fast and accurate results, ensuring that customers can always find the products they desire on your site.

Non-intrusive pop-ups

When used correctly, non-intrusive pop-ups can be a powerful tool to capture attention and encourage action without disrupting the user experience. Whether for email sign-ups, limited-time offers, or important announcements, pop-ups should be designed to complement the shopping experience, not detract from it.

EPAM Startups & SMBs can help design and implement effective pop-up strategies that are timed and targeted to encourage conversion without annoyance.

Helpful live chat

Integrating a responsive live chat feature can significantly improve the checkout process by providing immediate assistance to potential customers. This direct interaction can resolve queries and concerns in real-time, enhancing customer satisfaction and trust — crucial elements in how to increase conversion rate in ecommerce.

EPAM Startups & SMBs can help implement advanced live chat solutions that are manned by real agents or powered by sophisticated AI, ensuring your ecommerce store offers top-notch customer service, thus improving ecommerce conversions.

Multiple popular payment methods

Offering a variety of popular payment options caters to the diverse preferences of your customers, making the payment process as seamless as possible. This flexibility can dramatically enhance the ecommerce conversion rate optimization by reducing friction during the checkout process.

EPAM Startups & SMBs can support your ecommerce implementation with robust payment integration services that ensure your ecommerce site accommodates multiple payment methods, appealing to a broader audience and potentially increasing conversion rates.

Easy and flexible returns

Having an easy and flexible return policy reassures customers about their purchase decisions, which is vital for securing conversions and fostering loyalty. Transparent return policies eliminate barriers to purchasing, encouraging more confident buying decisions.

EPAM Startups & SMBs can help you design and implement clear, straightforward return processes that enhance customer trust and contribute to improving ecommerce conversion rates.

Limited-time coupon codes

Limited-time coupon codes create a sense of urgency and can encourage potential buyers to make a purchase decision quickly. This strategy can effectively boost micro conversions and overall sales by appealing directly to the budget-conscious shopper.

EPAM Startups & SMBs can assist in integrating timely automated coupon systems into your ecommerce site, ensuring they are presented to users at optimal points in their shopping journey to maximize impact.

Easy product discovery

A well-organized ecommerce site that allows visitors to easily find products can significantly enhance the user experience and boost conversion rates. Effective navigation, clear categorization, and a powerful search function are essential.

EPAM Startups & SMBs specializes in ecommerce implementation that focuses on user-friendly site architecture, ensuring that customers can navigate your site intuitively and find their desired products without hassle.

Ecommerce store safety

Security is a major concern for online shoppers. Displaying security badges and using SSL certificates that allow you to have an HTTPS site instead of a less secure HTTP can reassure visitors that your ecommerce store is secure and that their data is protected.

EPAM Startups & SMBs can help fortify your site’s security measures, ensuring that all transactions are encrypted and that your ecommerce business complies with the latest security standards, thus building trust and encouraging more conversions.

Valuable content

Providing high-quality images, detailed product descriptions, and valuable content helps educate potential customers and guide them through their purchase decisions. This not only improves the overall user experience but also enhances the perceived value of your products.

EPAM Startups & SMBs can assist in creating rich content that resonates with your audience, employing tools like Google Analytics to gain insights into user preferences and behaviors, which is essential for tailored content strategies and effective conversion rate optimization.

Attention-grabbing design

The initial few seconds a visitor spends landing on your ecommerce site are critical for capturing their interest. Employing visually appealing designs, strategic placement of promotions, and immediate value propositions are ecommerce conversion best practices.

EPAM Startups & SMBs can help you optimize your home and landing pages to ensure they grab attention quickly with compelling content and design, paving the way for how to increase your ecommerce conversion rate effectively.

Clear unique selling proposition

Articulate a clear, unique selling proposition (USP) on your ecommerce store website that distinguishes your products from competitors. This should resonate across all product pages, highlighting the benefits that are most relevant to your target audience.

EPAM Startups & SMBs can assist in clarifying and broadcasting your USP, ensuring that it is integrated effectively across your marketing and website content, which is crucial for ecommerce conversion rate optimization.

Filters to your category pages

Adding intuitive and useful filters to your category pages can greatly enhance the shopping experience, making it easier for customers to find products that meet their needs. This functionality is essential in guiding customers quickly to what they’re looking for, a key aspect of how to increase ecommerce conversion rates.

EPAM Startups & SMBs can implement sophisticated filtering options that cater to the preferences and requirements of your users, enhancing user experience and boosting conversion rates on your ecommerce site.

Artificial intelligence

AI in ecommerce can transform how you interact with and serve your customers by personalizing the shopping experience and optimizing operational efficiency. From personalized product recommendations to automated customer service, AI technologies can elevate your ecommerce site to new heights.

EPAM Startups & SMBs offers cutting-edge AI integration services that can automate processes, analyze customer behavior, and tailor interactions, all integral to enhancing your conversion rate optimization.

Free shipping

Shipping costs are a major concern for shoppers. That’s why free shipping has proven to be one of the most effective promotions; it's a direct incentive that can influence the decision to complete a purchase, especially on the checkout page. Offering free shipping can increase basket size and reduce cart abandonment rates.

EPAM Startups & SMBs can help you analyze your shipping strategies and integrate this offer into your ecommerce website without sacrificing profitability, directly impacting how you boost ecommerce conversion rates.

Mobile-first UX

Ensuring your ecommerce site is optimized for mobile devices is non-negotiable in today's digital age, where mobile commerce is a significant component of retail sales. A responsive mobile site enhances the user experience for shopping online, which is crucial for securing transactions made on smartphones and tablets.

EPAM Startups & SMBs specializes in creating mobile-friendly designs that ensure fast loading times, easy navigation, and a streamlined buying process, all essential for maximizing your mobile commerce potential.

Guest shopping

Requiring users to create an account can be a significant barrier to completing a purchase on an ecommerce site. Allowing guest shopping can significantly enhance the user experience by simplifying the checkout process, which is essential for boosting ecommerce conversions.

EPAM Startups & SMBs can help you integrate a seamless guest checkout option that maintains conversion momentum while still capturing critical customer data for future marketing efforts. This adjustment is particularly effective in reducing cart abandonment and is a strategic move in how to increase the conversion rate on an ecommerce website.

Abandoned cart reminders

Abandoned cart reminders are crucial for recovering potential sales that otherwise might be lost. Setting up automated reminders can prompt customers to return and complete their purchases, thereby improving the conversion rate.

EPAM Startups & SMBs can implement sophisticated reminder systems that engage customers through personalized emails or targeted ads, reminding them of what they’ve left behind. This tactic is proven to be highly effective for ecommerce stores looking to maximize conversions and recapture interest from prospects who have shown intent to buy.

Consistent advertising and website copy

Ensuring that your advertising and website copy are aligned creates a cohesive brand message that resonates clearly with your audience. This consistency is crucial for maintaining trust and smooth navigation through the conversion funnel, especially from the landing page to the actual product pages.

EPAM Startups & SMBs can help ensure that your messaging is uniform across all platforms, which is essential for how to increase conversion rate in ecommerce by providing a seamless experience that meets customer expectations.

Focus on benefits, not features

When advertising your products, emphasize the benefits that directly impact the customer rather than just listing features. This strategy connects more emotionally with potential buyers, illustrating how your products enhance their lives or solve their problems.

EPAM Startups & SMBs can assist in refining your marketing content and strategy, focusing on compelling benefits that improve engagement and boost conversions, crucial for how to increase conversion rate on any ecommerce website.

Social media strategy

Utilizing social media platforms can significantly boost your online store's visibility and engagement. By effectively targeting your audience with tailored content and promotions, you can drive traffic to your ecommerce site and enhance your brand's interaction with potential customers.

EPAM Startups & SMBs provides expertise in integrating social media strategies that align with your overall marketing efforts, helping to increase conversion rate and build community around your brand.

FAQ page

An FAQ page addresses common customer queries and concerns, enhancing the user experience by providing immediate assistance. This resource is vital for reducing uncertainties that might hinder the checkout process and is a practical step in how to improve ecommerce conversion rate.

EPAM Startups & SMBs can help develop a comprehensive FAQ section that covers all necessary information to assist customers efficiently, making your website more user-friendly and trustworthy.

Content quality check

Correct spelling and proper grammar are essential for maintaining professionalism and credibility in your content. Errors can detract from the user experience and reduce the perceived quality of your brand. In some cases, mistakes may even lead shoppers to worry that your website isn’t legitimate, costing your company sales and leading to negative word-of-mouth.

EPAM Startups & SMBs can help ensure your website content is error-free, enhancing readability and trustworthiness, which are key to successfully increasing conversion rates on your ecommerce platform.

How can we help drive your ecommerce CR up

At EPAM Startups & SMBs, we specialize in ecommerce consulting that targets the core aspects of your business to drive conversions and boost ecommerce sales. Our expertise in Shopify development and ecommerce web development allows us to tailor solutions that optimize every touchpoint of the customer journey, from engaging product displays to streamlined checkout pages.

By analyzing engagement, we not only identify where your baseline conversion rate stands but also uncover opportunities to enhance performance and improve your conversion across the board. Plus, when you need tech talent to fill skill gaps in your team or to oversee a project from start to finish, we can provide access to high-quality remote professionals who can meet your needs.

Our approach is data-driven and customer-centric, focusing on collecting and integrating customer feedback to refine the user experience and build customer loyalty. Whether you're looking to launch a new ecommerce site or enhance an existing platform, EPAM Startups & SMBs provides the tools, insights, and tech professionals necessary to make ecommerce conversion rate optimization straightforward and effective. With our support, you can simplify the complex challenge of how to improve conversion rate in ecommerce, ensuring that every potential customer visit has the best chance of converting into a sale.


When it's time to improve conversion rates, ecommerce businesses have options. Utilizing a blend of ecommerce conversion optimization tips can greatly improve an ecommerce conversion rate across various elements of your online presence. From refining the user experience on your landing page to leveraging quantitative data for better decision-making, every tweak and test can contribute significantly to your goals. Additionally, focusing on conversion optimization not only helps to increase conversion rates but also cultivates a base of loyal customers who will benefit from a more intuitive and satisfying shopping experience.

To effectively increase ecommerce conversions, it's crucial to adopt a comprehensive strategy that encompasses a variety of techniques and approaches. Whether you're just starting to explore how to improve an ecommerce conversion rate or looking to refine existing strategies, remember that the path to enhanced performance is continuous and dynamic. By applying consistent and well-informed changes, your ecommerce business can see substantial improvements in both short-term gains and long-term customer loyalty and retention.


Written byEPAM Startups & SMBs

The Editorial Team of EPAM Startups & SMBs is an international collective of tech consultants, engineering managers and communications professionals who create, review and share their insights on business technology and project success tips.

The Editorial Team of EPAM Startups & SMBs is an international collective of tech consultants, engineering managers and communications professionals who create, review and share their insights on business technology and project success tips.

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