For every e-commerce website to work its magic beyond the screen and convince the visitor to make a purchase, there are methods such as increasing visual appeal, ensuring a smooth interface, ensuring ways to prevent cart abandonment, etc. to do so. One of the tangible ways to measure this ‘magic’ is to determine the conversion rate for your e-commerce website.

What is conversion rate and why is it important?

The conversion rate of an e-commerce website simply implies the measure of user traffic preferring to avail a service directly from your website, thereby converting them into a customer. It is a direct indication of how your website is performing in business and what changes need to be brought in to gain higher conversion rates. 

A low conversion rate implies that the customer is not favouring your website enough and also represents inconsistency and difficulty in accessing the website for end-users. So, here are ten simple ways to work to gain higher conversion rates for your e-commerce website, take a look: 

  • Gathering the customer’s trust in your products

The three things that customers look for in your website is the product suite that you offer, products that they are interested in and the products they intend to buy. 

If you’re able to catch their attention and gain their confidence in the way you sell it on your website, then you can definitely look to achieve a very high conversion rate. 

Other advantages that should help you achieve this are– providing product guarantee, adding testimonials of products and reviews from customers who have already used the product. All these points work in favour of your website, ensuring customer trust before he chooses to attempt a business transaction with you; you get positive conversion rates, thereby improving your Google e-commerce SEO ranking. 

  • Payment options for customers

Customers love variety. Whether those are products, price ranges, colours or types of payment options; a variety of payment options is a synonym for security. With a multi-payment suite like Razorpay, we’ll make sure that you never run out of money again!

With a comprehensive payment tool, you can be open to providing as many options to ease the payment process for customers. With Razorpay, you can ensure that the payment experience is smooth until the end. Lastly, make sure to generate an acknowledgement for the same. A receipt is very important in gaining customer trust and will keep customers coming back.

  • Organizing and structuring appropriate content

Content organization, segregation, aggregation and modulation are very important and core aspects in building a long-lasting impact on the customer. The first impression is crucial and if you’re offering content that is no different from other websites, you may be at a disadvantage. 

Create content that caters to what the user is looking for, it could even be an elaborate description of the product. You can also rank for strong keywords by analyzing and making optimal use of user-generated content.

  • Re-direction and backlinks

Most websites contain ads that generate good conversion rates for the website, but redirecting an ad to the appropriate page makes the difference. It’s advisable to engage the customer a little before redirecting him to your homepage. 

Backlinks are another effective way to improve SEO for your website. You can ensure quality backlinking with a variety of methods such as guestblogging and active participation in social forums. These could be social media links redirecting to your website or even Quora questions to which your content applies best.

These methods, not just increase your e-commerce website’s conversion rates, but prove to be effective methods to improve brand recall and overall reach.

  • Aiming for a great customer presence

Be sure to use catchy titles for products on your website. Use broad and distinct titles that will reduce customer search and provide them with many options to choose from. You can observe a good increase in traffic on your website if you list out products category-wise, sub-category-wise, pull-in template ideas and the like. 

After all, visual appeal is usually one of the first parameters that drive traffic towards a particular website. Showcasing the product in different angles, videos on product usage, high-quality pictures etc. goes a long way in creating a long-lasting impact on the customer, 

  • Doing away with onboarding woes

A major part of your customer experience is influenced by a good onboarding flow. A greater percentage of the traffic on your website may be first-time visitors wanting to experiment around your website. 

Do not rush them into onboarding formalities, probing for too many personal details and form-filling activities that they choose to exit the website. Be wise to generate an express one-time password and request for minimal details that you think is necessary to carry out the experience fruitfully. 

This way, the customer doesn’t feel disinterested in letting out too many personal details and saves high on time and does business with ease, thereby increasing your website conversion rates. 

  • Drafting content that is creative and appealing

Indulge in creative ideas. Content is king and will decide how much you will fare as a brand in the industry. As much as content presentation is important, placing the appropriate content at the appropriate place is also equally important. 

Make sure to constantly innovate according to the current scenario and generate the appropriate type of content. Newsletters, emails and social media play a huge role in customer engagement and it’s always a good idea to craft interesting content for them.

  • Catering to a range of age groups with relevant content

With content, we don’t just mean meaningful and profound content, it is also about being able to cater to different audiences. Selective content presentation is the key. 

If your products are catering to teenagers, then your visual appeal and content, graphics and content volume should be different from those reaching out to adult-only products. Teenagers may generally lack the interest to read a whole lot of content, as opposed to watching a video, before making buying choices. This way, you will be able to set up a wider customer base for your business.

  • Live chat policies

While a well-made website content does cater to most questions that the customer may have about the product, the customer may still have a few more questions. A chatbot can effectively help you answer any and all questions that the customer may have about pricing, designs, varieties, etc. Enabling a chatbot feature can greatly contribute to your e-commerce website’s conversion rate, too! 

You can set up a chatbot with an intelligent flow of information and integrate it on every webpage to examine its effectiveness.

  • Strong customer support 

A backend customer support team that is available to handle customer queries and fix issues at good speeds will let you improve your NPS score, thereby, you can expect good conversion rates for your website. 

A customer will help your website achieve higher conversion rates if and only if they are impressed with the way business is performed on your website. Speed, accuracy, proactiveness and diligence are quintessential elements that will give high conversion rates and result in high rankings for your business website.  

Bonus: Reduce your Return-To-Origin rates with Thirdwatch

There is no doubt that the post-lockdown phase will bring to light the transformation of societal behaviour as we know it. This will include changing patterns in customer behaviour. Post-lockdown may bring a spike in impulse purchases and may cause a lot more damage to your business than you think.

We have found that a high percentage of these ‘impulse purchases’ are very likely to result in cancellations. Unsuspecting online sellers are severely hit by these returned/cancelled orders since they end up spending double shipping costs for forward and backward logistics.

With Razorpay Thirdwatch, you can now detect suspicious behaviour and flag fraudulent and risky orders with AI. What’s better? It takes less than half an hour to set up! Get in touch with a Thirdwatch expert today to know how we can help your business.

Q. What is a good conversion rate?

This factor is largely dependent on your sub-industry. Across different industries, the average landing page conversion rate is 2.35%, yet the top 25% are converting at 5.31% or higher. Ideally, you want to break into the top 10% — these are the landing pages with conversion rates of 11.45% or higher.

Q. What is the average conversion rate for e-commerce websites?

The latest survey and studies in 2020 show that the average conversion rate of e-commerce websites is 2.86%. For scale, the average e-commerce website conversion rate in the US stands at 2.63% as compared to the global website conversion rate of 4.31%. 

Q. How is e-commerce website conversion rate calculated?

All you need to do to obtain your conversion rate is divide the number of conversions you get in a given time frame by the total number of people who visited your site or landing page and multiply it by 100%.

Q. What is a good checkout conversion rate for an e-commerce website?

Checkout conversion rates are those customers who make it from the website to the checkout dashboard and make a purchase. The average conversion rates for e-commerce stores hover around 3%, globally. 


Writer. Payments enthusiast. The most curious person in the room.

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