Ideas to improve conversion

Already using conventional channels such as Google Ads, Meta, email marketing, and optimization, but looking to further improve the conversion rate of your online store?

We highlight seven ways that can help you achieve these goals:

1. Dynamic Remarketing

Convincing someone who already knows you to make a purchase is much easier than convincing someone who has never heard of you. Dynamic remarketing shows visitors exactly the items they viewed or left in the cart. For this you need a product catalog and correct measurement, and the ads today are run by automated campaigns from Meta (Advantage+) and Google (for example Performance Max). The visitor must consent to advertising cookies; to keep data under limited tracking, also send events from the store's server (Conversions API at Meta, enhanced conversions at Google). Cap the frequency so the customer is not followed around the web for weeks. 

2. Video Content

In an era saturated with information from all sides, it's challenging to find a way to become noticeable. Even when scrolling through online posts, we won't need much time to come across some video content. Short videos (Reels, YouTube Shorts, TikTok) are today the kind of content that network algorithms also recommend to people who do not follow you yet, so take advantage of the opportunity and present your items with video. Upload videos directly to the network, not just as a link to your site.

3. Product Photos

High-quality photos are a prerequisite for presenting a product well today. However, even with excellent photos, you won't stand out. Ensure that your items are enriched with additional photos - add photos of items in various environments, during use, in combination with other items, etc. Ask your customers to send you photos with the items they purchased in your online store. It's a simple approach that shows potential buyers that many customers have already decided to make a purchase, and the item is worth buying. Publish customer photos only with their permission.

4. Automated Email for Abandoned Cart

It is essential to quickly investigate and address the reasons why visitors are leaving your online store without completing a purchase. The reasons can be numerous, but we often overlook entirely ordinary ones - perhaps the visitor did not complete the purchase because a crying child or an unexpected visit from the boss disturbed them. I suggest establishing an automated system that prompts the visitor to complete the purchase. Most often, three consecutive messages work: the first about an hour after the cart is abandoned, the second after about 24 hours, the third after a few days. Determine exact timing by testing. Send such messages only to customers who agreed to receive them (check the rules in your country; see Online store legislation (EU)). Add an incentive (for example free delivery or a small discount) only in the last message, not the first.

5. Content Related to Items

Are you selling mattresses and don't know how to attract new customers? Create an article with tips for better sleep. Are you selling natural cosmetics? Educate visitors about the benefits of natural cosmetics and add links in the article to items from the natural cosmetics category offered in your online store. If your online store allows adding items under the article, do so. There is a much greater chance that you will turn a visitor into a customer by providing them with additional knowledge. Articles are undoubtedly excellent content for sharing on social networks as well.

6. SMS Marketing

Send SMS messages about promotions and benefits only to people who have explicitly agreed to receive them; it must be clear at sign-up what they are subscribing to. Do not overdo it (once to a few times a month) and always provide an unsubscribe option. Order and delivery notifications are transactional and do not require marketing consent. Instead of SMS you can also use Viber or WhatsApp Business, again with explicit consent (check the rules in your country).

7. Push Notifications

Push notifications are short notices that a visitor receives after explicitly allowing them in a browser prompt. Send them rarely and with value (order status, an item back in stock, a price drop on an item the visitor looked at). Show the permission prompt only once the visitor has got to know the store, not immediately on arrival. On iPhone, push notifications work for websites added to the home screen. We then receive notifications on our mobile phones, computers, or tablets, depending on the device we have logged in on. Push notifications can deter many merchants, as they are too intrusive for visitors. With the right content selection, these notifications can become a useful tool for reminding visitors of you at the right moment and gradually turning them into customers.

AuthorAnže Voh

My name is Anže, I am a certified Magento solution expert and the maker of several award-winning online stores. I am the architect of all Degriz projects.

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