Increase E-commerce Conversion Rate: 10 Proven Strategies to Improve Your Sales

Does your store attract plenty of visitors but struggle to convert them into sales? You’re not alone. Many e-commerce businesses face this challenge, often due to under-optimised conversion rates.

Your conversion rate is the key to unlocking your store’s potential. Imagine doubling your sales—not by spending more money to drive extra traffic—but by optimising your existing site to work smarter and increase conversions.

This guide is packed with practical, actionable insights proven by industry experience. Whether you’re new to e-commerce or a seasoned pro, you’ll find conversion tips to turn browsers into buyers and make every click count. Let’s get started!

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What is e-commerce conversion rate—and why does it matter?

What is ecommerce conversion rate?

Ecommerce conversion rate is the percentage of website visitors who take an action you want them to take. These actions might include:

• Making a purchase
• Signing up for a newsletter
• Adding items to their cart
• Adding items to a wishlist
• Or any other KPI you find valuable

It’s one of the most important metrics for a growth-focused ecommerce site because it reflects how effectively your site turns visitors into consumers and drives ecommerce conversions. A high conversion rate means you’re maximising the potential of your traffic, while a low rate suggests there’s room for improvement.

How is e-commerce conversion rate calculated?

Understanding how you should measure your ecommerce conversion rates is essential for tracking your site’s performance.

The formula for calculating your ecommerce conversion rate is straightforward: Conversion Rate = (Conversions / Total Visitors) x 100

 

 

For example, if 1,000 people visit your store and 30 make a purchase, your conversion rate is:
(30 / 1,000) x 100 = 3%

Increasing conversion rates is often more cost-effective than driving additional traffic and can significantly increase your revenue. Instead of investing heavily in ads or promotions to attract more visitors, optimising your site ensures that the visitors you already have are more likely to take action.

What is a good conversion rate for ecommerce?

Average e-commerce conversion rates typically range from 2.5% to 3%, but they vary significantly by industry. Benchmarks may look like this:

• Arts and Crafts: 3.84% - 4.07%
• Cars and Motorcycling: 0.65% - 1.35%
• Pet Care: 2.20% - 2.53%
• Fashion, Clothing, and Accessories: 1.01% - 2.20%
• Kitchen and Home Appliances: 1.72% - 3.00%

Understanding these benchmarks helps you set realistic goals and align your planning with best practices for CRO (Conversion Rate Optimization). Whether you use digital marketing strategies or focus on SEO, these benchmarks guide you to prioritise what truly matters for effective conversion optimization.

What is a conversion funnel?

A conversion funnel outlines the steps customers take toward completing an action, like making a purchase. It narrows at each stage as some visitors drop off.

The main stages include:

1. Awareness: Customers discover your brand through channels like social media or SEO.
2. Consideration: Visitors explore your products and decide if they meet their needs.
3. Decision: Customers add items to their cart and move toward checkout.
4. Action: The final step where they complete the purchase.

By analysing your funnel, you can spot drop-off points and optimise each stage to drive conversions and improve your customer journey.

E-commerce conversion rates in Google Analytics 4

Google Analytics (GA4) provides free, powerful tools to track and analyse ecommerce conversion rates. In GA4, conversion rate can be measured in two ways:

1. Session conversion rate: The percentage of sessions that resulted in at least one conversion (similar to previous GA versions).
2. User conversion rate: The percentage of unique users who converted at least once, divided by all users, regardless of how many sessions they had.

For example, if a user converts once but later returns without completing another conversion, their user conversion rate remains 100% because they’ve already converted. This demonstrates how user conversion rate focuses on unique users, while session conversion rate tracks each individual visit.

How to view conversion rates in GA4:

• Session conversion rate: Navigate to Reports > Acquisition > Traffic Acquisition to see conversion metrics based on sessions.
• User conversion rate: Navigate to Reports > Acquisition > User Acquisition to see metrics based on user activity.

Understanding the differences between these two metrics helps align your tracking with your business objectives, ensuring you’re measuring what matters most for growth.

 

Screenshot where to find e-commerce conversion rate in Google Analytics

 

10 ways to improve ecommerce conversion

Strategy # 1 - Builds trust and communicates your offers with home page

Your homepage isn’t just about making a great first impression—it’s your best opportunity to connect with visitors and guide them further into your website. Within seconds, they should get a clear idea of what you offer and feel confident in your brand.

Here are some strategies to achieve this:

• Hero image: Use a high-quality image that showcases your products and reflects your brand’s personality.
• Headline and sub-headline: Keep it clear and simple - let visitors know what you offer and how it can help them.
• Primary Call-to-Action (CTA): Never assume your audience knows what to do next! Your CTA should clearly guide visitors, whether it’s prompting them to “Shop Now” or “Learn More”.
• Social proof: Share some love from your happy customers! Display some positive reviews near your CTA to build trust and encourage action.

Pro Tip: Add a secondary CTA, like signing up for updates or exclusive offers to engage visitors who aren’t ready to make a purchase yet.

 

Source: On Australia

 

Strategy # 2 - Guide visitors with clear, user-friendly navigation

A simple, well-structured navigation menu helps people find a product or service they're looking for, improving their experience and increasing the likelihood of a purchase. To make your e-commerce site easy to navigate, follow these tips:

• Don’t overwhelm it: Keep your menu simple with 8 main categories max.
• Prioritise strategically: Place the most important items at the start and end of your menu for visibility.
• Optimise for mobile: Use a responsive design with a clear, easy-to-use hamburger menu on smaller screens.
• Use descriptive labels: Replace vague terms like “Products” with specific ones like “Outdoor Gear” or “Renovation Supplies.”
• Separate categories and policies: Keep product categories in your main menu and move store policies (e.g.,”Blog”, “About Us”, “Shipping,” “Returns”) to the footer or a secondary menu.

 

Source: Yeti Australia

 

Strategy # 3 - Create a seamless search experience for shoppers

An effective search function is essential for helping visitors find exactly what they need, improving customer experience, and driving sales. Make sure your search includes these must-have features:

• Search by SKU, keywords, and more: Allow customers to search using SKUs, product names, or keywords so they can easily locate specific items.
• Auto-suggestions: Offer real-time suggestions as shoppers type to speed up the search process and guide them to relevant or popular products.
• Typo tolerance: Handle common misspellings or typos to ensure shoppers still get accurate results, even if their input isn’t perfect.

 

Source: Sunyee Australia

 

In addition to these basics, your search function should align with your industry to meet the unique needs of your customers, for example:

• Auto Parts stores: include a Make/Model/Year search to help ons find compatible parts for their vehicles. This eliminates irrelevant results and reduces frustration.
• Home & Garden shops: add filters for room type, material, or size to simplify finding furniture or decor.
• Electronics stores: allow customers search by brand, specifications, or compatibility to quickly narrow down options.

 

 

Strategy #4 - Refine your CTAs to guide customers effectively

CTAs are where conversions happen—they guide visitors to take the next step. A strategically placed and well-crafted CTA is essential for your conversion drive, encouraging visitors to take action, whether it's adding to cart, signing up, or completing a purchase.

Here’s how to create CTAs that drive action:

• Be clear and action-oriented: Use copy that tells visitors exactly what to do and aligns with their intent. For example, instead of “Submit,” opt for more compelling phrases like “Get 10% Discount Code”, “Add to Cart,” or “Low Stock – Buy Now.”
• Make them visually distinct: Use contrasting colours to make your CTA buttons stand out from surrounding text and images to immediately catch the customer’s eye.
• Create urgency: Adding time-sensitive messaging, like “Shop Now—Sale Ends Tonight!” or “Only a Few Left in Stock,” can motivate immediate action.

PRO Tip: A/B testing variations in button colour, labels, size, or placements to find the most effective combination for your audience. Small, thoughtful adjustments can have a surprisingly big impact on your conversion rates!

[Example Screenshot]

Strategy # 5 - Improve your website’s loading speed

Every second your page takes to load is like asking your customer to wait in a long checkout queue—frustrating and likely to lose their attention. A fast-loading site is essential to boost conversion, especially in competitive retail and marketing campaigns. Slow load times create friction, reducing engagement and making it harder to turn visitors into customers.

Use tools like Google PageSpeed Insights to gather data on your site’s performance and pinpoint areas for improvement. Google recommends pages load their main content within 2.5 seconds—if your site takes longer, it’s time to make improvements.

Here are two quick ways to speed things up:

• Optimise media: Compress large image files with free tools like TinyPNG to reduce load times without losing quality.
• Limit unnecessary scripts: Remove or delay non-essential JavaScript and CSS to prioritise loading key content first.

For more detailed tips, check out my full guide how to improve site speed. A faster site improves both desktop and mobile performance, ensuring customers stay engaged no matter how they access your store.

Strategy # 6 - Transform your product pages into powerhouses for driving conversions

Your product pages are your best chance to convince visitors to choose your brand and make a purchase. Think of them as your campaign pitch—this is where you win their trust and decision.

Here are the key elements to focus on to optimise your product pages:

• High-quality images: Ditch generic stock photos. Use professional, detailed images from multiple angles or real-life settings to help customers picture the product in their lives.
• Compelling descriptions: Highlight the key benefits of your product and how it solves problems or improves the customer’s life. Weave features into benefits—for example, instead of “waterproof material,” say, “Stay dry and comfortable even in the heaviest downpour with our durable, waterproof jacket.”
• Answer their questions: Address common customer queries like dimensions, materials, compatibility, and usage instructions. Anticipating and answering these questions upfront builds confidence and helps them make an informed decision. 
• Clear pricing: Make pricing simple and transparent. Highlight any discounts or promotions prominently to grab attention.
• User-generated content: Build trust with authentic reviews, ratings, and customer photos. These real experiences ease concerns and provide social proof.
• Include shipping and return info: Display these details directly on the product page. Don’t make customers dig through boring store policy pages—give them all the information they need right where they’re ready to make their decision.
• Add a dedicated FAQs section: Include an FAQ section on your product page to address potential objections, answer additional questions, and provide extra clarity.

[Example Screenshot Amazon Rich text product description]

Strategy #7 - Make customers feel safe shopping with your business

Building trust is key to reassuring customers that their personal and payment information is secure. Confident customers are far more likely to complete their purchases, and studies have shown that trust signals can significantly boost conversions.

Here’s how to enhance trust on your site:

• Install SSL certificates site-wide: While most e-commerce platforms include SSL, it’s worth double-checking to ensure your site is fully secured. 
• Display trusted payment options: Show icons for payments like credit cards, PayPal, or Afterpay. These visuals reassure customers that their paid transactions are secure.
• Use security badges: Add badges from trusted providers like McAfee or GeoTrust, especially on checkout pages. Ensure these badges are linked to active accounts for genuine credibility.
• Be transparent: Make your privacy policy easy to find and include clear contact details to show that your store is professional and trustworthy.

Strategy #8 - Serve Australia’s growing mobile shoppers

With mobile shopping continuing to grow, optimising your e-commerce site for mobile users is no longer optional—it’s essential. In 2023, 28% of Australian internet users who made weekly purchases did so via their mobile phones, demonstrating the critical need for a seamless mobile experience.

Let’s increase your mobile conversion rates with these strategies:

• Use a responsive design: Ensure your site adapts automatically to different screen sizes, offering a smooth and consistent experience across all devices.
• Design for thumbs and fingers: From buttons to menus, make sure everything is easy to tap, scroll through, and zoom in on, with adequate spacing to prevent accidental clicks and improve navigation.
• Simplify checkout and payment options: Streamline forms and payment steps to make the checkout process quick and stress-free. Include mobile-friendly payment methods like Paypal Express, Apple Pay and Google Pay to make transactions even faster and more convenient.

PRO Tip: Always test your site on a mobile phone after every single update to catch issues early and ensure everything looks and works as expected. Tools like Responsively App allow you to preview your website across multiple devices simultaneously, streamlining the testing process.

Strategy #9 - Recover lost sales with browse abandonment mails

Not every visitor makes a purchase on their first visit, but that doesn’t mean the opportunity is lost. A browse abandonment campaign can re-engage customers who browsed your site but didn’t buy, gently nudging them back to complete their purchase.

Most e-commerce platforms and email marketing tools, like Shopify, Neto (by Maropost), and Klaviyo, offer browse abandonment campaign functionality out of the box. Enable this feature and customise the email template to align with your brand and resonate with your target audience for maximum impact.

[Example Abandon Cart Email]

Strategy #10 - Stay ahead with continuous testing and optimising your site

Testing doesn’t stop after your site launches. Frequent updates to operating systems, web browsers, and devices can create issues that disrupt customer experience and hurt conversions. Ongoing testing helps your website stay optimised and evolves with these changes.

How to stay proactive:

• Schedule and plan regular tests: Make website usability and functionality checks a priority. Assign this task to a team member and run tests at least weekly, or more frequently before major sales events or campaigns.
• Let data guide you: Use tools such as Google Analytics to monitor your website performance and test improvements to increase conversions. Act promptly if you notice any irregularities or dips in performance to prevent issues from escalating.
• Listen to your customers: Actively ask users for feedback about their website experience to uncover issues and find opportunities to improve.
• Get a fresh pair of eyes: Have someone unfamiliar with your site test it. Their perspective can help you spot usability issues you might have overlooked.
• Be A/B testing new ideas constantly: Test one idea at a time, like layouts, headlines, CTAs, or images, to see what resonates with your audience. Even small tweaks, such as button colours or promotional banners, can significantly increase ecommerce conversion rate.

Conclusion

In the fast-paced world of ecommerce, conversion rates are the heartbeat of your online business. They measure how effectively your site turns visitors into customers, and even small improvements can unlock significant sales growth.

Conversions aren’t automatic. Australian brands must prioritise and, most importantly, optimise for them. This means fine-tuning what you already have—polishing the customer experience, removing friction, and giving visitors the confidence to take the next step.

You don’t need to tackle all these 10 strategies at once. Start small, focus on one or two areas, track your progress to steadily increase ecommerce conversion rates over time. With consistency and persistence, your store will thrive.

Which strategy resonates most with you? Share your favourite in the comments below—we’d love to hear what you’re excited to try to increase conversion!

Ready to boost your conversions? Let’s chat! Together, we’ll uncover the best strategies to grow your e-commerce store and take it to the next level.