You have visitors coming to your online store, but these visitors aren't converting into paying customers? Well, if you attracted "right" visitors, most likely the issue is in conversion.

Let me give you an example which illustrates why conversion optimization is important: If your store is visited by 100 visitors, and you have a conversion rate of 1%, it means that 99% of those visitors, or 99 people, will leave your store without buying anything. And you will make just one sale.

But if the conversion rate will be 5%, it means that only 95% of those visitors are going to leave without buying anything, or that you will make five sales. I know it doesn't seem like it's a big difference, but let’s look at this in terms of money.

For example, you sell a product for $100, the conversion rate is 1%, you're only making $100 from that product. But if you increase your conversion rate to 5%, you're making $500 from that product without increasing your traffic.

Now that we figured out why conversion optimization is so important, let's look at 6 tips that you can apply in your store to get paying customers.

Let's get it started!

1. Add a Unique Selling Proposition (USP) bar

„Why should I buy from you rather than somebody else?”. That’s the question your visitors ask themselves when they are about to buy something from you. You need to take care of two things: Firstly, give visitors a compelling reason to buy from you. Secondly, make that compelling reason stand out.

Look at how Harper Wilde did it — when you visit their website you can see the bar about them offering free shipping on all orders over $50 and a free return policy.

USP Unique Selling Proposition

Of course, you don’t have to only rely on shipping and returns when creating your USP. You can add something unique like BALR. does with Product Red „SHOP (BALR.) RED SAVE LIVES” where for every (BALR.) RED product you purchase, BALR will contribute to The Global Fund to Fight AIDS.

Unique Selling Proposition - USP

Sportsshoes.com has even a bigger number of compelling reasons for you to buy from them. The most prominent is „0% Interest for 4 Months on purchases above £150 with PayPal Credit”

USP - Unique Selling Proposition

So first, if you don’t have USP — come up with one. If you have one, for better visibility try placing it as a site-wide bar in the header.

2. Get the visitor's email address as soon as possible

According to Episerver study: 92% of consumers visiting a retailer's website for the first time aren't there to buy. Having received the visitor's email address, you will be able to send a nice reminder about your store after they leave your website, in other words, you get a chance to return the visitor back to your website in nearly future.

So, how can you get visitors’ email address? Well, the most efficient and easy way is to use pop-ups. But keep in mind, if you want to motivate visitors to leave you their email addresses, you should offer them something in return.

For example, Tommy Hilfiger offers a huge discount for your first purchase if you join the Hilfiger club.

email popup

Another great way to motivate visitors to leave their contact info is to run contests. For example, the guys from Filippo Loreti are offering a gift card worth $500 to one lucky winner, every month.

email pop up

As I said, it’s wise to collect email address as soon as possible so why don’t you also try testing a popup that would collect email addresses

3. Let visitors checkout as guests

If a visitor decided to check out, you must do everything possible to close the sale. It’s not a good moment for any distraction. Do not distract your potential customers with registrations form — they go to checkout and bam! you ask them to log in. Be like Bestbuy, they don’t force new customers to create an account at checkout.

4. Create a sense of urgency

Creating a sense of urgency is one of the easiest ways to boost conversion rate. As humans, we’re wired to take action if we feel the fear of missing out on something. You can build nudges to create this sense in a variety of ways.

There are many, many more examples of how to create urgency, but in my opinion, these 3 are the most efficient:

  1. You can show how many visitors are also looking at a particular product or offer just like Booking.com does.

fomo

2. You can show that there are just so few items left in stock just like Tradlands does.

urgency

3. Or you can show your visitors deals which are only available for a limited time.

limited time promotion

5. Reduce cart abandonment

I sure is not nice to see a lot of "Added to Cart" and not a single sale. But not be upset about this, because exist the two most common reasons why your visitors don't complete order. This is Price and Shipping cost. Often your potential customers open several tabs in browser with different stores (these may be your competitors) and do research “who offers the lowest price for product and shipping”.

For visitors who intend to abandoned cart, you can make an offer that includes a small discount and / or free delivery that will appear when they intend to leave your store.

cart abandoment - exit intent

6. Personalize your website

Every one of your website visitors has different desires and needs, so it’s unwise to show everyone the same content. Here the personalization comes into play. The main benefit of website personalization is providing your visitors with the content, product, information or anything we know he is interested in, and bringing it at the right time and in the right form, thereby increasing the likelihood of a sale.

For example, if a visitor comes to your website through Facebook Ads where you, for example, advertise laptops, then there will be a higher chance of him buying a laptop than anything else, so it would be wise to offer him options of laptops where possible, be it as an offer on the main page, in the header or anywhere where it fits well on your website.

website personalization

Or if you are the owner of an online fashion store, you can show the visitors from warm countries your new collection of T-shirts, while for visitors from the cold weather countries - down jackets.

website personalization

You can think of many scenarios of website personalization, you just have to think which one best fits your store, and use it to offer your visitors a tailored, individual experience.

Final words

Now you know how to optimize your online store to convert your visitors into paid customers and I think if you try these 6 conversion optimization tips, your sales could skyrocket.

Good luck!