How to improve eCommerce website design to increase conversions  

Key Takeaways
  • Conversion rate calculates effectiveness in turning visitors into customers using the formula: (Conversions / Total Visitors) * 100.
  • Optimizing website speed with techniques like image compression and caching prevents frustration and abandonment, boosting conversion rates.
  • User-centric design, clear navigation, high-quality images, and detailed descriptions enhance credibility and encourage conversions.
  • Offering diverse payment options, such as credit cards and digital wallets, improves convenience and increases the likelihood of conversions.

In the fiercely competitive world of eCommerce, having a visually stunning and user-friendly eCommerce website design is crucial to success.  

But it’s not just about aesthetics – the design of your eCommerce website plays a pivotal role in driving conversions and maximizing sales.  

This guide will explore proven effective ways, techniques, and tools to improve your eCommerce website design and boost your conversion rates.  

From optimizing navigation to enhancing the checkout process, we’ll delve into the key elements that will captivate your visitors, inspire trust, and guide them seamlessly through the buying journey.  

So, let’s embark on a journey to unlock the secrets of effective eCommerce website design and unlock the full potential of your online business.


What is an eCommerce conversion rate?

Ecommerce website design Conversion rate

The e-commerce conversion rate refers to the percentage of website visitors who take a desired action, such as purchasing, subscribing to a newsletter, or adding items to their shopping cart.

It is a fundamental metric that indicates the effectiveness of your online store in turning visitors into customers. 

How can the conversion rate be calculated?  

To calculate the conversion rate, divide the number of conversions (desired actions) by the total number of website visitors and multiply the result by 100. 

The formula is as follows: 

Conversion Rate = (Conversions / Total Visitors) * 100 

Effective ways to increase conversions of eCommerce website design

Ecommerce website design conversion calculated

Now, let’s dive into 20 practical ways to increase your eCommerce conversion rate

1. Optimize website speed

One of the crucial factors in improving eCommerce conversion rates is optimizing website speed.

Visitors need more patience for slow-loading websites; delays can lead to frustration and abandonment.

To prevent this, it’s essential to minimize page load time.

Various techniques, including compressing images can achieve this without compromising quality, leveraging browser caching to store static files, and optimizing code and scripts to reduce server response time.

Focusing on website speed creates a smooth and seamless browsing experience that keeps visitors engaged and more likely to convert.

2. Improve website design and user experience

A visually appealing and user-friendly eCommerce website design plays a significant role in boosting conversion rates.

Start by ensuring your website has a clean and intuitive layout that effortlessly guides users through the buying process.

Make navigation menus clear and prominent, enabling visitors to explore your product offerings easily.

Invest in high-quality product images that showcase your products from different angles and provide detailed descriptions highlighting their features and benefits.

Creating an enjoyable and informative user experience establishes trust and credibility, encouraging visitors to convert into customers.

3. Implement clear call-to-action (CTA) buttons

Call-to-action buttons are potent tools for driving conversions on your eCommerce website design.

It’s crucial to make them compelling and action-oriented by using persuasive language that encourages visitors to take the desired action, such as “Buy Now,” “Add to Cart,” or “Subscribe.”

Furthermore, place CTAs prominently on product pages and throughout the website, ensuring they are easily noticeable and accessible.

By optimizing your CTAs, you provide clear guidance to visitors, prompting them to take the next step towards making a purchase. 

4. Streamline the checkout process 

A complex and lengthy checkout process can discourage potential customers from completing their purchases.

To increase conversion rates, streamline the checkout process by reducing the required steps.

Enable guest checkout to minimize friction for first-time buyers who want to avoid creating an account.

Simplify the form fields and only ask for essential information.

Additionally, consider implementing progress indicators, providing transparency and reassurance to customers.

Consider integrating WooCommerce dynamic pricing & discounts to further optimize the checkout experience.

This feature allows for personalized pricing and discounts based on various factors, enhancing the attractiveness of the purchase.

By simplifying and optimizing the checkout process, you remove barriers to purchase and increase the likelihood of conversions.

5. Offer multiple payment options

To cater to the diverse preferences of your customers, it’s essential to provide multiple payment options.

Include popular payment methods, such as credit cards, debit cards, PayPal, and digital wallets, ensuring customers can choose the option they are most comfortable with.

Additionally, offer a secure and trustworthy payment gateway that protects sensitive customer information.

By providing a range of payment options, you remove friction at the final stage of the purchase journey, making it more convenient for customers to convert. 

6. Display customer reviews and testimonials

Customer reviews and testimonials are powerful social proof that can significantly influence purchase decisions.

Display positive reviews and ratings prominently on your eCommerce website to build trust and credibility with potential customers.

Implement a review system that allows customers to leave feedback and encourage them to share their experiences.

By showcasing genuine feedback from satisfied customers, you alleviate concerns and provide reassurance, motivating visitors to convert into buyers. 

7. Personalize the shopping experience

Personalization is key to enhancing the shopping experience and increasing conversion rates.

Utilize customer data, such as browsing history, purchase behavior, and demographics, to provide personalized product recommendations.

Tailor marketing messages based on customers’ interests and preferences, delivering targeted promotions and offers.

By personalizing the shopping experience, you create a sense of relevance and cater to individual needs, improving customer engagement and driving conversions. 

8. Implement live chat support

Live chat support is an effective tool for providing real-time assistance to customers and addressing any concerns or questions they may have during the buying process.

By offering immediate support, you reduce the likelihood of customers abandoning their purchase due to unresolved issues.

Live chat allows you to engage with visitors, provide them with product recommendations, and guide them towards making a purchase decision.

It also allows you to address any potential barriers to purchase promptly, increasing the chances of conversion.

By incorporating live chat support into your eCommerce website, you demonstrate a commitment to customer satisfaction and provide a seamless and personalized shopping experience. 

9. Optimize product pages

Product pages are critical in convincing visitors to make a purchase.

Optimize them by using persuasive copywriting techniques to highlight the unique selling points and benefits of your products.

Craft compelling product descriptions that clearly communicate the value they offer to the customer.

Use descriptive and engaging language to captivate visitors and create a desire for the product.

Additionally, include high-quality product images from different angles to give customers a comprehensive view of the product.

By optimizing product pages, you provide the necessary information and visuals that drive conversions. 

10. Leverage social proof 

Social proof is a powerful psychological phenomenon that can significantly impact purchasing decisions.

Display the number of customers who have purchased a product to showcase its popularity and build trust.

Implement social media widgets that allow customers to share their purchases or reviews on their social platforms, leveraging their networks and expanding your reach.

Encourage satisfied customers to leave reviews and testimonials, which can serve as social proof and influence potential buyers.

By leveraging social proof, you create a sense of trust and credibility that encourages conversions. 

11. Offer free shipping

Free shipping has become an increasingly important factor in the purchasing decision of online shoppers.

By absorbing shipping costs into the product price, you provide a perceived value to customers.

Highlight the availability of free shipping prominently on your website, both on product pages and during the checkout process.

Clearly communicate any minimum order thresholds required to qualify for free shipping.

By offering free shipping, you remove a common barrier to purchase and incentivize customers to complete their orders. 

12. Provide a hassle-free return policy

A transparent and hassle-free return policy can instill confidence in potential customers and alleviate concerns about purchasing a product online.

Clearly communicate your return policy, including the time frame for returns and any conditions or restrictions.

Make the return process as seamless as possible by providing pre-paid return labels or offering free returns whenever feasible.

By offering a hassle-free return policy, you demonstrate your commitment to customer satisfaction and remove a perceived risk associated with making a purchase. 

13. Implement exit-intent pop-ups

Exit-intent pop-ups are triggered when visitors show intent to leave your website, such as moving the cursor towards the browser’s close button.

These pop-ups offer a valuable opportunity to retain potential customers and convert them into buyers.

Use compelling and attention-grabbing messages in your exit-intent pop-ups, offering incentives such as discounts, freebies, or exclusive offers.

By providing these incentives, you create a sense of urgency and give visitors a reason to stay or make a purchase before leaving the site. 

14. Optimize for mobile devices

With the increasing use of smartphones and tablets for online shopping, optimizing your eCommerce website for mobile devices is crucial.

Ensure your website is mobile-responsive, meaning it automatically adjusts its layout and design to fit different screen sizes.

Provide a seamless and user-friendly experience for mobile users by simplifying navigation, minimizing form fields, and optimizing page load speed.

Streamline the checkout process specifically for mobile users, making it quick and convenient.

By optimizing for mobile devices, you cater to a large segment of potential customers and improve their experience, leading to higher conversion rates. 

15. Offer limited-time promotions

Creating a sense of urgency and scarcity can be highly effective in driving conversions.

Offer limited-time promotions and communicate the countdown or limited availability prominently on your website.

Use compelling messaging that emphasizes the benefits and savings customers can gain by taking advantage of the limited-time offer.

By creating a sense of urgency, you motivate visitors to make a purchase decision sooner rather than later, increasing your conversion rates. 

16. Utilize social media marketing 

Social media platforms provide immense opportunities for reaching a wider audience and driving eCommerce conversions.

Create engaging and shareable content that resonates with your target audience.

Run targeted ads to reach potential customers based on their demographics, interests, and behaviors.

Encourage user-generated content by running contests or incentivizing customers to share their experiences.

Collaborate with social media influencers to promote your products and leverage their influence.

By harnessing the power of social media marketing, you can increase brand visibility, attract new customers, and ultimately boost your conversion rates. 

17. Implement abandoned cart recovery  

Cart abandonment is a common challenge in eCommerce, but it presents an opportunity to recover potentially lost sales.

Implement an abandoned cart recovery strategy by sending automated emails to remind customers about their incomplete purchases.

Include personalized product recommendations, discounts, or incentives to entice them back to complete their transaction.

By proactively addressing abandoned carts, you can recover lost revenue and improve your conversion rates. 

18. Optimize product search and filtering

An efficient product search and filtering functionality is essential for helping customers find what they’re looking for quickly and easily.

Implement an intelligent search feature that understands customer intent and provides accurate results.

Offer advanced filtering options based on various attributes such as price, size, color, or category.

By optimizing product search and filtering, you enhance the user experience and increase the chances of customers finding and purchasing the products they desire. 

19. Use persuasive copywriting and product descriptions

Compelling and persuasive copywriting can significantly influence customers’ purchasing decisions.

Craft product descriptions that highlight the unique selling points, benefits, and features of your products.

Use persuasive language to evoke emotions and create a sense of desire in customers.

Incorporate storytelling and showcase how your products can solve customers’ problems or fulfill their needs.

By using persuasive copywriting and compelling product descriptions, you engage customers and motivate them to take action, ultimately boosting your conversion rates. 

20. Continuously test and optimize

To achieve optimal conversion rates, it’s crucial to continuously test and optimize various elements of your eCommerce strategy.

Conduct A/B tests to compare different variations of your eCommerce website design, landing pages, CTAs, or promotional strategies.

Analyze data and metrics to identify areas of improvement and make data-driven decisions.

Continuously monitor customer behavior, market trends, and industry developments to stay ahead of the competition.

By constantly testing and optimizing, you can uncover insights and make incremental improvements that lead to significant conversion rate enhancements. 

Techniques to increase eCommerce website design conversion rates

techniques eCommerce website design Conversion

Next, let’s explore 10 techniques to increase eCommerce conversion rates based on traffic sources: 

Harness the power of organic search to increase your eCommerce conversion rates.

Optimize your website for relevant keywords and create high-quality content that drives organic traffic.

By climbing the search rankings and appearing in front of motivated customers actively searching for your products, you can boost conversion rates and attract qualified leads to your website. 

2. Paid Advertising 

Leverage paid advertising channels to drive targeted traffic and increase eCommerce conversions.

Craft compelling ad copies and landing pages that align with your message and entice users to take action.

Conduct thorough keyword research to target relevant terms and optimize your campaigns for maximum effectiveness.

By investing in paid advertising, you can reach a wider audience, increase brand visibility, and drive conversions. 

3. Email Marketing 

Unlock the potential of email marketing to nurture leads and boost eCommerce conversions.

Segment your email list based on customer preferences and behaviors, and craft personalized and targeted email campaigns.

Use catchy subject lines and compelling content to increase open rates and drive engagement.

By utilizing email marketing effectively, you can build customer loyalty, drive repeat purchases, and increase your conversion rates. 

4. Social Media 

Build a strong social media presence to drive traffic and increase conversions.

Engage with your followers, respond to comments, and encourage user-generated content.

Run targeted social media ad campaigns to reach your target audience and drive traffic to your website.

By leveraging the power of social media, you can expand your reach, build brand awareness, and ultimately drive more conversions. 

5. Referral Traffic 

Implement a referral program to leverage the power of word-of-mouth and increase eCommerce conversions.

Reward customers for referring others and offer incentives or discounts to both the referrer and the referred customer.

Encourage satisfied customers to share their positive experiences and refer friends, tapping into the power of social proof and personal recommendations. 

6. Influencer Marketing 

Collaborate with influencers in your industry to promote your products and drive eCommerce conversions.

Choose influencers whose audience aligns with your target market, and track the effectiveness of influencer campaigns through unique discount codes or affiliate links.

By leveraging the influence of trusted individuals, you can tap into their follower base, build credibility, and increase conversions. 

Be sure to make use of email-finding tools when looking to collaborate with different influencers

7. Affiliate Marketing 

Implement an affiliate marketing program to expand your reach and drive eCommerce conversions. Create an affiliate network where affiliates earn a commission for driving sales and use a sales commission calculator to efficiently calculate and manage their earnings.

Provide them with promotional materials and unique tracking links. Monitor affiliate performance and provide incentives for top-performing affiliates.

By leveraging the power of affiliates, you can tap into their networks and drive conversions through their promotional efforts. 

8. Direct Traffic 

Optimize your website to drive direct traffic and increase eCommerce conversions.

Ensure your website’s URL is memorable and easy to share. Use offline advertising, such as TV or radio, to drive direct traffic.

Implement branded campaigns to increase brand awareness and encourage direct visits.

By focusing on direct traffic, you can capture the attention of motivated customers who are already familiar with your brand, leading to higher conversion rates. 

9. Content Marketing 

Create informative and valuable content that positions you as an industry expert and drives eCommerce conversions.

Optimize your content for search engines to drive organic traffic. Include relevant call-to-actions within your content to encourage conversions.

By providing valuable content that addresses your customers’ needs and pain points, you can build trust, establish your authority, and drive conversions. 

10. Partnerships and Collaborations 

Collaborate with complementary businesses for cross-promotion and increase eCommerce conversions.

Participate in co-marketing initiatives to expand your reach and tap into new audiences.

Offer exclusive discounts or bundled offers in partnership with other brands to increase the perceived value and drive conversions.

By forging strategic partnerships and collaborations, you can leverage each other’s strengths, reach new customers, and ultimately increase your eCommerce conversion rates. 

By implementing these techniques based on different traffic sources, you can leverage the unique characteristics and opportunities of each channel to increase your eCommerce conversion rates. 

Tools to improve conversion rate using eCommerce website design

1. Google Analytics 

Harness the power of Google Analytics to unlock valuable insights into your eCommerce website’s performance.  

This robust tool goes beyond basic metrics, providing a wealth of data on traffic sources, user behavior, conversion rates, and sales data.  

By understanding how visitors interact with your website, you can uncover hidden opportunities and make data-driven decisions to optimize your conversion rates.  

With Google Analytics, you can track specific conversion goals, set up funnels to analyze the user journey, and measure the effectiveness of your marketing campaigns.  

Armed with these valuable insights, you can fine-tune your strategies, enhance user experiences, and propel your eCommerce conversion rates to new heights. 

2. Hotjar 

Step into the minds of your website visitors with Hotjar, an indispensable user behavior analytics and feedback tool.  

Hotjar provides a visual snapshot of how users engage with your website through heatmaps, session recordings, and feedback polls.  

Heatmaps visually depict where users click, scroll, and linger on your pages, uncovering the most engaging elements and potential areas for improvement.  

Session recordings let you replay user interactions, allowing you to understand their navigation patterns and identify any hurdles they encounter.  

Additionally, feedback polls offer a direct line of communication with users, enabling you to gather their opinions and insights.  

By leveraging Hotjar’s comprehensive suite of features, you can gain deep user insights, optimize your website’s design and usability, and elevate your eCommerce conversion rates. 

3. VWO 

Empower your eCommerce optimization efforts with VWO, the ultimate conversion optimization tool.  

VWO allows you to experiment with different variations of your website elements, running A/B tests to determine the most effective versions that drive conversions.  

Its intuitive visual editor makes it easy to make changes to your website without the need for coding expertise.  

With VWO’s personalization and segmentation capabilities, you can create tailored experiences for different customer segments based on their preferences and behavior.  

The tool also offers behavior tracking, allowing you to analyze user interactions and make data-backed decisions.  

By leveraging VWO, you can unlock the full potential of your eCommerce website, discover winning strategies, and skyrocket your conversion rates. 

4. BigCommerce Analytics 

If you’re using the BigCommerce platform for your eCommerce business, BigCommerce Analytics is your go-to tool for comprehensive data insights.  

This embedded analytics solution offers a treasure trove of information on sales performance, conversion rates, customer behavior, and product analytics.  

With its intuitive dashboards and customizable reports, you can visualize key metrics, monitor trends, and assess the impact of your marketing initiatives on your conversion rates.  

It helps you dive deep into customer insights, enabling you to fine-tune your marketing strategies, optimize your product offerings, and ultimately boost your eCommerce conversion rates.  

Within the BigCommerce ecosystem, this tool is your trusted companion for data-driven decision-making. 


The power to unlock higher conversion rates lies within your eCommerce website design. 

This makes easy by crafting an engaging and visually captivating experience. 

You can captivate your audience and inspire them to take action.  

Prioritize user experience with lightning-fast load times, seamless navigation, and stunning visuals that leave a lasting impression.  

Integrate persuasive calls-to-action, showcase glowing customer reviews, and personalize the shopping journey to build trust and connection.  

Don’t forget to continuously test, analyze data, and refine your design based on valuable insights.  

With a well-crafted eCommerce website design that sparks curiosity and delights visitors, you’ll witness your eCommerce conversions soar to new heights, propelling your business towards unstoppable success.


About the Author

Riyanshi Chaplot

Riyanshi is an enthusiastic content creator and SEO strategist at Salesmate who curates information on marketing, sales, and customer experience. She loves to explore new places and meet new people when she is not working.

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