Conversion Rate Optimization

An Ultimate Guide to CRO Marketing: How to Optimize Your E-Commerce Store for Conversions

What’s the point of traffic if no one’s buying? When your conversion rate hovers near zero, clicks and views are nothing more than vanity metrics.

Want to turn those visitors into loyal customers? You’re in the right place. In this comprehensive guide to CRO marketing, we’ll break down everything you need to know: what it is, why your e-commerce business can’t thrive without it, how to build a winning strategy, and 12 proven tactics to boost your conversions today.

Oh, and we'll cover the best tools for conversion rate improvement, too. Here's one for starters: Personizely. An all-in-one conversion rate optimization platform for e-commerce businesses that offers A/B testing, widgets, website personalization, native integrations, and more. Interested? The first 14 days are on us!

Sign up now!

What is CRO marketing?

CRO marketing, or Conversion Rate Optimization marketing, is the process of improving your website to influence visitor behavior and increase the percentage of visitors who take a desired action — like making a purchase, signing up for emails, or filling out a form. The primary goal isn’t to drive more traffic but to make the most of the traffic you already have by turning casual browsers into prospective customers.

Imagine you own a physical store. People walk in, browse a bit, then leave empty-handed. Frustrating, right? Now, imagine you reorganize the store layout, put popular items front and center, and train staff to greet customers with exactly what they’re looking for. Suddenly, more people are walking out with shopping bags. That’s CRO marketing — except it’s happening on your e-commerce store.

CRO focuses on what happens after visitors land on your site. By optimizing the conversion funnel, streamlining the conversion path, and enhancing the overall customer journey, you can nudge more visitors toward making the purchase decision.

Different types of conversions

Not all conversions are created equal. Depending on your business goals, a conversion action can be anything from making a purchase to signing up for a free trial. To simplify things, conversions typically fall into two categories: macro conversions and micro conversions.

An infographic showing examples of macro conversions and micro conversions in CRO marketing

Examples of macro-conversions

Macro conversions are the big wins — the actions that directly align with your primary conversion goals. These are the main events that drive revenue or lead generation for your business.

For e-commerce businesses, examples of such would be:

  • Completing a purchase
  • Signing up for a subscription plan

Examples of micro - conversions

Micro - conversions, on the other hand, are the smaller actions visitors take along the way to a macro conversion. While they may not generate immediate revenue, they’re critical stepping stones gradually turning visitors into customers as they go along the conversion path. For example:

  • Adding an item to the shopping cart
  • Signing up for a newsletter
  • Watching a product demo
  • Creating an account
  • Downloading an e-book or guide
  • Requesting a discount coupon

For your optimization efforts to be successful, you need to pay attention to both macro and micro conversions.

Macro conversions reflect your overall success, but tracking micro conversions helps you identify where visitors drop off, get specific behavioral insights, and improve your sales funnel to meet your conversion goals.

Conversion rate optimization marketing vs Traditional marketing efforts

While traditional marketing focuses on attracting traffic through digital marketing tactics like Search Engine Optimization, PPC, and social media, CRO marketing zeroes in on improving your current conversion process.

FactorCRO MarketingTraditional Marketing
Focus
Optimizing existing traffic for conversions
Driving new traffic to your website
Goal
Improve the percentage of visitors who convert
Increase website visits and brand visibility
Tactics
A/B testing, improving CTAs, reducing friction
Content marketing, SEO efforts, paid ads
When it starts
When you have consistent website traffic
At any stage of business growth
Measurement
Conversion rates, user behavior on-site
Traffic volume, impressions, clicks

When to do CRO marketing?

CRO marketing works best when there’s enough traffic to analyze and optimize. If your website isn’t getting consistent visitors, focusing on conversions too early won’t get you anywhere — there simply isn’t enough data to work with. Without traffic, you can’t identify what’s working, where visitors drop off, or what’s causing barriers to conversions.

Here’s when CRO makes sense:

  • Visitors are coming to your site regularly, but only a small percentage of users are taking action — like buying a product or subscribing.
  • Visitors are hitting conversion barriers: people leave items in the cart without checkout completions, bounce off your landing page, or quit halfway through a form.
  • Website traffic (especially organic traffic) is up, but revenue or leads aren’t growing at the same pace.

How is CRO marketing for e-commerce businesses different?

CRO marketing for e-commerce websites brings unique challenges and opportunities compared to other industries. Why? Because the ultimate goal — getting someone to buy — is more complex. Let’s break it down:

  • Multiple conversion points: Unlike a simple lead form, e-commerce sites juggle macro and micro conversions. Every step — clicking on a product, adding it to a cart, entering shipping info — represents a chance for drop-off or success.
  • Often, a longer customer journey: The conversion path isn’t linear. Customers compare prices, abandon carts, check reviews, and revisit products before purchasing. CRO strategies like cart recovery emails and exit-intent popups are critical here.
  • Product page optimization: For e-commerce, every product page acts like a mini landing page. High-quality images, clear descriptions, and smooth navigation are make-or-break.
  • Data-driven opportunities: E-commerce sites have a goldmine of data — bounce rates, heatmaps, and purchase histories — that can pinpoint friction points in the conversion funnel.

Simply put, CRO for e-commerce goes far beyond tweaking a landing page or two. It’s about optimizing the entire experience for potential customers — from the homepage to checkout — to keep the attention of visitors focused and guide them toward completing desirable actions like adding products to their cart and making a purchase.

Why does your business need conversion rate optimization marketing?

CRO isn’t just a buzzword — it’s a proven digital marketing strategy. Businesses prioritizing conversion optimization see an average 200% increase in conversion rates, with ROI levels that outperform nearly all other marketing tactics.

Benefits of implementing a CRO marketing strategy

Here are all the benefits of committing to CRO marketing:

Optimize marketing spend for higher ROI

CRO ensures you’re converting existing traffic into paying customers, maximizing the ROI of your digital marketing strategy. According to data from VentureBeat, businesses that focus on CRO achieve an average 223% ROI compared to those that rely solely on traffic-driving campaigns. This means you can grow revenue without spending more on ads or improving search engine rankings.

Spot and eliminate revenue leaks in real time

The average cart abandonment rate for e-commerce sites is 79.19%. CRO marketing process helps you identify the friction points — whether it’s hidden fees, slow load times, or complicated checkout flows — that cause these losses and fix them.

Improve the Lifetime Value (LTV) of customers

CRO doesn’t stop at the first sale, it helps turn potential buyers into loyal customers. And according to data, returning customers spend 67% more than new ones. CRO fosters repeat purchases by streamlining the customer journey, increasing lifetime value and profitability.

Deliver data-driven personalization

Modern shoppers expect tailored experiences, and CRO enables you to deliver. According to Epsilon, 80% of consumers are likelier to buy from brands offering personalized experiences. With e-commerce CRO marketing tactics, you can create data-driven, personalized product recommendations, dynamic landing pages, and text-based CTAs that resonate with individual users, driving higher user engagement and conversions.

Validate new strategies without risking revenue

CRO empowers you to test and refine strategies with minimal risk. Whether you’re tweaking your visual or text-based CTA, experimenting with pricing, or redesigning landing pages, CRO ensures your marketing teams and sales teams make informed decisions based on real data, creating conversion lifts with every A/B test they conduct.

Shorten the sales cycle

CRO improves user experience and eliminates unnecessary steps in the conversion path, helping users move from browsing to buying faster. Features like streamlined navigation, social proof trust signals, and urgency tactics ensure visitors take desirable actions quickly and confidently.

How to build a conversion rate optimization marketing strategy for your business

Crafting a CRO marketing strategy might seem overwhelming, but it doesn’t have to be! With a clear plan, you can engage your website user base and turn more visitors into paying customers by making smart, data-backed changes to your site.

In this section, we’ll walk through the exact steps to create a strategy that delivers real results. From identifying your audience’s pain points to forming testable hypotheses and analyzing outcomes, each step will bring you closer to a more effective, conversion-focused website.

Step 1: Understand your target audience

If you want to increase conversions on your e-commerce site, you need to start by truly understanding your target audience:

  • Who are they?
  • What motivates them to buy?
  • What’s stopping them from completing a purchase?

Without these valuable insights, even the smartest strategies can miss the mark. By knowing your audience inside out, you can craft a shopping experience that addresses their needs, removes friction in the ecommerce conversion funnel, and speaks directly to their motivations — turning casual visitors into loyal customers.

Here's how to gain deeper insights into your target audience (and what drives them to buy online)…

Analyze website data

Use tools like Google Analytics to understand your audience demographics, behavior, and preferences, and build detailed user personas. Look at:

  • Age, gender, and location of your visitors
  • Devices they use to browse (mobile, desktop, tablet)
  • Traffic sources (organic, paid, social)
  • Pages with high drop-off rates in the conversion funnel

Survey your customers

Direct customer feedback is invaluable. Use post-purchase surveys or email marketing campaigns to ask customers:

  • What they loved about shopping on your site
  • What nearly stopped them from completing a purchase
  • Suggestions for improving their shopping experience

Dive into behavioral insights

Tools like Hotjar or Crazy Egg can show you heatmaps and session recordings to reveal:

  • Where users spend the most time on your site
  • Areas where they hesitate, scroll past, or drop off
  • What elements (buttons, banners) are drawing the attention of visitors

Example of a heatmap used on an e-commerce website to gain deeper insights into user behaviorHeatmaps are a powerful tool for analyzing how potential customer perceive your e-commerce website; Source

Review social media conversations

Check comments, mentions, and reviews on your social media platforms. Pay attention to:

  • Complaints or frustrations they share
  • Features they value most in your products
  • Suggestions or ideas they bring up frequently

Step 2: Conduct a CRO audit

A CRO audit is your chance to examine your site's performance closely, uncover what’s holding back your current conversion rate, and pinpoint where you’re losing potential customers.

Most e-commerce businesses hire CRO specialists to identify roadblocks and recommend strategies to improve conversions. These experts use advanced analytics tools and proven techniques to fine-tune websites for success.

But what if hiring external help isn’t in the budget? Don’t worry — you can take matters into your own hands.

Following these steps can help you assess your site’s performance and uncover opportunities for improvement, even without a specialist.

1. Analyze your conversion data

Start with the numbers. Your current conversion rate is your baseline, and it tells you how effectively your site is turning visitors into customers. Use advanced analytics tools like Google Analytics, Hotjar, or Crazy Egg to dive into the data:

  • What percentage of visitors are converting?
  • Where are users dropping off in the conversion funnel — product pages, checkout, or somewhere else?
  • Which pages are driving the most conversions, and what’s working for them?

The data will help you understand where things stand and where to focus your attention.

2. Pay attention to the high-impact pages

Not every page on your site is equally important for conversions. Pay attention to the ones that have the most influence:

  • High-traffic pages: Are these pages optimized to guide visitors toward conversions?
  • High-bounce-rate pages: Are visitors leaving quickly because of unclear CTAs, clunky design, or slow load times?
  • Critical funnel pages: Checkout, cart, and forms are often the biggest culprits when it comes to lost conversions. Are these smooth and frustration-free?

These pages have the biggest impact on your key metrics, so make them your top priority.

3. Test your site’s functionality

A seamless browsing experience is critical for keeping visitors engaged. Look for issues that might disrupt the user journey:

  • Page load speed: Is your site fast enough to keep visitors from bouncing? Use tools like PageSpeed Insights to check for slow-loading pages to fix.
  • Navigation: Can users easily find what they’re looking for, or do they get lost in confusing menus?
  • Mobile usability: Is your site responsive and user-friendly on all devices, especially mobile?
  • Content alignment: Are headlines and CTAs relevant to the page’s content and user expectations?

Screenshot of the navigation menu on the home page of the Glossier e-commerce websiteNavigation on the homepage of Glossier

5. Review readability and content clarity

Your content needs to guide visitors through their journey without overwhelming or confusing them. Pay attention to:

  • Text clarity: Are your fonts easy to read, or do fancy styles and poor color contrasts make things harder?
  • Visual balance: Does your landing page design include high-quality images, videos, or graphics to engage visitors?
  • Intent alignment: Does the content on your pages match what your audience is looking for?

6. Map the conversion journey

Finally, walk through your website like a customer. Imagine you’re shopping for a product or service on your e-commerce site:

  • Are CTAs clear, visible, and compelling enough to click?
  • Is the checkout process simple and intuitive, or are there unnecessary steps that act as conversion blockers?
  • Do you provide details like pricing, shipping info, and return policies upfront?

Step 3: Define your CRO marketing goals

Now that your CRO audit is complete, use its findings to set clear, actionable goals. These insights highlight exactly where improvements are needed, helping you focus on areas with the greatest impact on your business model.

With specific, measurable objectives, you’ll know where to direct your efforts and how to track progress effectively.

To set realistic goals, you need a baseline to work from.

Industry leaders suggest that the average e-commerce conversion rate falls between 2.5% and 3%.

If your site is below this range, aiming to hit that baseline is a good first step. However, don’t stop there — conversion rate optimization is an ongoing process. Even if you’re performing within the average range, keep refining your strategy to push beyond it.

How to set effective CRO marketing goals

Effective goals follow the SMART framework: they’re Specific, Measurable, Achievable, Relevant, and Time-bound. This approach keeps your conversion optimization efforts focused and ensures you’re working toward something tangible.

Here are a few examples of SMART CRO marketing goals and… Not so SMART ones. Feel the difference:

Bad goal: “Get more customers.” (Too vague — what does “more” mean?)

Good goal: “Increase conversion rates from 2.5% to 3.5% over three months by optimizing product pages and checkout flows.”

Or…

Bad goal: “Reduce cart abandonment.” (No clear target or timeline.)

Good goal: “Lower cart abandonment rates from 60% to 50% within two months by simplifying the checkout process and adding trust badges.”

Step 4: Form a hypothesis

In CRO marketing, a hypothesis is simply your best guess about how a specific change to your website might influence user behavior. It’s not about being right or wrong — it’s about testing, learning, and improving. Each hypothesis you test brings you closer to understanding what works for your audience and why.

A strong hypothesis has three key ingredients:

  • It’s measurable: You’re linking the change to a specific metric, like a higher conversion rate or lower bounce rate.
  • It shows cause and effect: There’s a clear connection between the change and the expected result.
  • It helps you learn: No matter the outcome, you walk away with insights for your next steps.

The key elements of a strong hypothesis to test for conversion rate optimization

The goal of testing isn’t to confirm you’re right — it’s to see what happens and learn from it. Maybe adding those CTA buttons skyrockets conversions, or maybe they don’t make much of a difference. Either way, you’ve gained valuable insights that guide your next move.

If a test succeeds, you’ve validated your approach and can apply similar ideas elsewhere.

If it fails, you now know what doesn’t work, which is just as important for refining your strategy.

Here are a few examples of hypotheses to test…

  • CTA buttons: Adding larger, brightly colored CTA buttons will increase the number of users adding products to their carts by 15% because the action will be more noticeable.
  • Page speed: Reducing load times from 4 seconds to 2 seconds will lower the bounce rate by 20%, as faster pages improve the browsing experience.
  • Product descriptions: Breaking product descriptions into bullet points will boost purchase rates by 10%, making details easier to read.
  • Trust signals: Adding trust badges at checkout will reduce cart abandonment by 12%, as shoppers feel more secure about their transactions.

Step 5: Test your hypotheses with the help of split testing

Once you’ve formed a hypothesis, the next step is to test it.

This is where split testing, or A/B testing, comes in. Split testing involves showing two versions of your website — Version A and Version B — to different groups of users to see which performs better.

For example, does a new call-to-action (CTA) button lead to more clicks? Does a different product image encourage more users to add items to their cart?

Two variations of an e-commerce website to A/B test the hypothesis

To get clear, actionable insights, keep things simple. Test one variable at a time. If you change too many things at once — like the headline, layout, and colors — you won’t know which adjustment caused the results.

Tip: To ensure your A/B setup is reliable and results of your testing are correct, conduct A/A testing (comparing two identical pages) first. Learn more about A/A tests in our guide!

If your website gets a lot of traffic, multivariate testing, which lets you test multiple changes simultaneously, can be helpful. But for most e-commerce sites, starting with A/B testing is the better approach.

To make testing easier, tools for conversion rate optimization like Personizely streamline the process. It supports both split and multivariable tests, offering a user-friendly editor that lets you implement changes without needing technical expertise. Personizely also provides detailed analytics with historical data, showing how each variation performs against key metrics like engagement, conversions, and revenue.

Powerful A/B testing functionality in Personizely

Powerful A/B testing functionality in Personizely

Step 6: Prioritize and implement changes

Once your A/B tests are complete and you’ve gathered insights, it’s time to put those findings into action. Not all changes will have the same impact, so prioritization is essential. Start with updates that align with your business objectives and address the biggest barriers to conversions.

For example, if simplifying your checkout process reduces cart abandonment by 20%, that should take priority over other tasks.

To prioritize effectively, rank changes by their potential impact and ease of implementation. Quick wins — like making CTA buttons more visible — should be handled first, while more complex updates, such as a full page redesign, can be planned for later but shouldn’t be overlooked.

Quick CRO changes implementation prioritization framework

Let the data from your tests guide your decisions. With clear evidence of what works, you can confidently focus on the most impactful changes. Implement updates systematically, one or two at a time, to avoid overwhelming your team or causing disruptions. A methodical approach ensures each adjustment enhances the user experience and contributes to better conversion rates.

Step 7: Monitor the performance to measure success

After implementing changes, your work isn’t done. Monitor their performance to ensure they’re delivering the results you anticipated. Use the same metrics you focused on during your A/B testing, such as conversion rate, bounce rate, or cart abandonment, to measure success.

Tracking performance over time helps you identify whether the changes are effective or need further adjustments. Conversion tracking tools like Personizely’s analytics can make this step easier, offering detailed insights into how your changes impact key metrics.

The goal here is simple: confirm that your optimizations are solving the problems they were meant to address.

Step 8: Iterate and repeat

Conversion rate optimization isn’t a one-and-done project — it’s a continuous process. What works today might not work as well six months from now as user preferences and market trends shift. The insights you gain from each round of testing and implementation lay the groundwork for your next iteration.

Keep running tests, analyzing results, and refining your approach. Maybe your updated CTA buttons performed well, but now it’s time to focus on pricing strategies or product descriptions. Each cycle brings new opportunities to improve, helping you stay ahead of competitors and consistently provide the best experience for your customers.

By linking all the steps together — testing, prioritizing, implementing, and iterating — you create a dynamic process that keeps your website evolving.

CRO is about finding solutions that work, measuring their success, and continuously improving for the long haul!

12 effective conversion rate optimization strategies to increase the average conversion rate

Previously, we laid out the steps for crafting a strong CRO marketing strategy — understanding your audience, testing your hypotheses, and turning data into action. Now it’s time to put that strategy into motion.

There are countless ways to turn casual visitors into loyal customers, but not all methods are created equal. The following twelve CRO strategies focus on what really works. Each one includes actionable tips and expert insights to help you boost your average conversion rate.

Whether you’re looking for quick fixes or long-term improvements, these strategies are designed to drive results!

1. Streamline your checkout experience for hassle-free conversions

The checkout process is the final step in turning browsers into buyers, and even small issues can lead to abandoned carts. A seamless, hassle-free checkout improves your conversion rate by making it quick and easy for customers to complete their purchases.

Key features of a seamless checkout process:

  • Simple design: Clear layout with no distractions.
  • Minimal steps: 3 - 4 steps from cart to purchase.
  • Guest checkout: Option to buy without creating an account.
  • Payment flexibility: Multiple options like credit cards, PayPal, and installment plans.
  • Transparency: Costs, including shipping and taxes, are clear upfront.
  • Mobile optimization: Designed for smaller screens and touch navigation.

A screenshot of the Farfetch checkout pageFarfetch allows users to continue checkout as a guest

To achieve this state of a seamless checkout experience, simplify the steps by minimizing forms and pages, and use autofill to speed up input. Offer a guest checkout option to reduce friction, and display total costs, including shipping and taxes, upfront for transparency. Ensure your checkout is mobile-friendly, with buttons and navigation optimized for smaller screens, and provide multiple payment options like credit cards, digital wallets, and installment plans.

cro marketing15.pngCheckout process on Farfetch

See how Oh Polly does it, offering website visitors to “quick buy” products without leaving the page:

cro marketing3.pngSame-page checkout on the Oh Polly websiteOh Polly minimizes the steps required to complete a purchase and offers a seamless, same page “quick buy” option.

2. Craft magnetic calls-to-action that demand clicks

A strong call-to-action (CTA) can turn visitors into customers. Whether it’s a button or a text-based CTA, a well-crafted CTA grabs attention and motivates users to take the next step.

From wording to design, nailing your CTAs is all about smart choices and subtle psychology.

To create CTAs that drive user action…

1. Be clear and direct

Use action-oriented phrases like “Add to Cart” or “Get My Discount.” Tell users exactly what to do and make it appealing.

Take a look at Rhode’s e-commerce website, where CTAs don’t just prompt potential customer to “Buy” but specify the product and include the price — “Buy glazing milk - $30”

A screenshot of Rhode’s website homepage with direct, specific CTAsRhode attracts customers through hyper-transparent and clear CTAs

2. Incorporate text-based and anchor-text CTAs

Don’t rely solely on buttons. Add anchor-text CTAs like “Shop the collection now” in product descriptions or blog posts to provide seamless prompts.

For example, Aritzia mixes up CTA buttons with anchor-text CTAs to offer more visual variety and keep users’ attention at an all-time high.

A screenshot of Aritzia homepage, CTAs are anchor-textDon’t be afraid of anchor-based CTAs; they can be as impactful as buttons — proven by Aritzia

3. Play with color psychology

Choose colors that evoke action and match your goal. (But make sure the color contrasts with your page to stand out)

  • Red: Urgency and attention
  • Green: Trust and positivity
  • Orange: Energy and encouragement

4. Stay consistent

Ensure your call-to-action (CTA) aligns seamlessly with the messaging on your page to maintain clarity and build trust. Consistency in wording prevents confusion and reassures users they are on the right track. For instance, if your page promotes free shipping, use a CTA like “Get Free Shipping Now” rather than generic phrases such as “Learn More”. This alignment reinforces your promise, strengthens user confidence, and encourages engagement by making the action clear and relevant.

5. Make it stand out

Use bold fonts and contrasting colors, and place CTAs where they’re impossible to miss — like above the fold or near product images. Don't be afraid of using white space to put all eyes on your CTA button.

Adidas, for example, turns to high contrast to make their homepage CTAs visible. The black text on a white button creates strong contrast, ensuring they don’t get lost among the other visual elements and stand out against the background. Moreover, the small arrows next to each CTA serve as subtle visual cues, showing users where to go next and encouraging them to click.

A screenshot of the Adidas website with visible CTAsAdidas uses high contrast and visual cues to get customers clicking

6. Create a sense of urgency

Instill a feeling of immediacy by using phrases like “Limited Time Offer”, “Only 3 Left”, or “Exclusive Deal Ending Soon”. These messages encourage users to make quicker decisions by highlighting scarcity or time constraints, tapping into the fear of missing out (FOMO). When customers perceive limited availability or time-sensitive opportunities, they are more likely to take action to secure the deal before it's gone.

7. Focus on benefits

Highlight what users gain. For example, “Sign Up” becomes “Get Exclusive Discounts,” making the value clear upfront.

For instance, Bulgari’s December CTA, “Find the perfect gift,” right on the homepage, does a great job of grabbing the attention of people shopping for Christmas gifts as it offers them a quick solution.

A screenshot of the Bulgari website homepage with an arrow directing at a benefit-focused CTA “Find the perfect gift”Time-specific, benefit-focused CTA on the homepage of Bulgari

3. Optimize website speed

When it comes to e-commerce, speed matters — a lot. A slow-loading website can drive potential customers away before they even see your products. 83% of people expect sites to load in 3 seconds or less, and if yours doesn’t, you’re already losing conversions.

An infographic showing a correlation between e-commerce loading speed and conversions

A study by Portent says that the longer it takes for your e-commerce site to load, the more customers dip without bringing desired conversions

A sluggish site doesn’t just frustrate users — it costs you sales. 73% of consumers say they’d switch to a competitor’s site if the one they’re on is too slow. When faced with delays, 50% will try refreshing the page, 22% will close the tab, and 14% will head straight to a competitor!

To stop losing customers to slow website pages and increase conversions, you need to:

  • Compress images
  • Minimize code and scripts
  • Use a Content Delivery Network (CDN)
  • Enable browser caching
  • Choose a reliable hosting provider
  • Lazy load content

4. Leverage social proof

Social proof is a powerful tool for boosting e-commerce conversions. According to a report by ConversionXL, strategic use of social proof can increase conversions for e-commerce businesses by up to 15%.

When potential buyers see evidence from real users — like customer testimonials, reviews, ratings, or photos — they feel more confident about making a purchase. It reduces hesitation by showing that others trust, love, and use your products.

Here are some effective ways to include social proof on your site:

  • Customer reviews and ratings: Feature star ratings, detailed reviews, and “Verified Purchase” tags on product pages to showcase feedback from happy customers.
  • User-Generated Content (UGC): Highlight real-life photos and videos of customers using your products. Use branded hashtags to encourage UGC and feature it on key pages.

For example, Riviera Mason invited customers to share how they styled the brand's furniture in their homes and showcased this UGC right on their homepage. A screenshot of the UGC gallery on Riviera Mason’s websiteRiviera Mason used UGC as social proof (and built a stronger relationship with their audience)

  • Trust signals: Display security badges, “Secure Payments” icons, or guarantees like “Free Returns” to build trust.

Screenshot of Skims’ product pageSkims offers free shipping on orders of certain size and free returns for its loyalty program members to build trust with potential customers and increase conversions

  • Social proof stats: Include statements like “10,000+ happy customers” or “Rated 4.8/5 by 2,000 shoppers” to reinforce your product’s popularity.
  • Live activity badges: Show real-time notifications like “Someone just bought this!” or “X people are checking out this product” to create urgency and highlight demand.
  • Trending products and labels: Add badges like “Bestseller” or “Trending Now” to popular products to draw attention and encourage quick decisions.

A screenshot of Nike with labels “just a few left order soon” to highlight trending productsIn the e-commerce world (and on the Nike website), “just a few items left” equates to “trending item”

5. Improve mobile user experience

With 72% of global e-commerce sales happening on mobile devices in 2023, and projections to hit 88% by 2027, a seamless mobile experience is non-negotiable. Shoppers expect smooth navigation, quick access to products, and frustration-free checkouts when browsing on their phones.

A well-optimized mobile site (or, even better, mobile apps) keeps visitors engaged and drives more conversions:

  • Design for thumbs: Ensure navigation menus, CTAs, and buttons are large and placed within easy reach of thumbs to avoid misclicks.
  • Sticky CTAs: Keep "Add to Cart" or "Buy Now" buttons fixed at the bottom of the screen so they’re always accessible, even when scrolling.
  • Simplify navigation: Use collapsible menus, clean layouts, and an intuitive search bar to help users quickly find what they’re looking for.
  • Optimize product pages: Make images swipeable, easily zoomable, and quick to load. Keep product descriptions concise and include mobile-friendly reviews and clear pricing.
  • Test pop-ups on mobile: Ensure pop-ups are easy to close and don’t block the entire screen to avoid frustrating users.

Personizely makes it easy to create widgets and popups that are fully optimized for mobile devices. Using the editor, you can preview your popup on a mobile mockup to ensure it works seamlessly for both mobile and desktop users.

A screenshot of a popup preview created in PersonizelyPersonizely allows creating widgets for mobile user experience

Sign up to Personizely now to improve mobile user experience and increase conversions. First 14 days are on us ;)

6. Deliver tailored shopping experiences with personalization

Personalization isn’t just a perk — it’s what shoppers want. According to a survey by McKinsey, 71% of consumers expect personalized experiences, and 76% get frustrated when they don’t get them.

For e-commerce, this means creating shopping journeys that feel tailored to each visitor. The result? Happier customers, fewer bounces, and better sales conversion rates.

The more you personalize the conversion path for your customers, the better and faster results you can expect. But here are a few starting points:

  • Customize for social media traffic: Welcome users based on where they came from. For instance, greet Instagram visitors with “Welcome, Instagram Shoppers!” to create a smooth and cohesive transition from platform to store.
  • Behavioral targeting: Show users products based on their activity — like items they’ve browsed, purchased, or added to their cart. Suggest complementary items or highlight similar products they’re likely to love.

A screenshot of a personalized e-commerce website widget showing product suggestionsPersonizely widget: Cross-selling suggestions based on the products added to cart

  • Use geographical region data: Tailor content based on location. Highlight seasonal products — like cozy winter gear for colder areas or summer essentials for tropical regions — or feature promotions relevant to local holidays.
  • Dynamic user segmentation: Group customers into segments like first-time visitors or repeat buyers. Show new customers a “10% off your first order” deal while returning shoppers see “Welcome back! Don’t miss these new arrivals.”
  • Retargeting campaigns: Bring shoppers back with personalized ads or emails. Feature items they viewed or left in their cart, and use dynamic recommendations to grab their attention.

If you're looking for more ways to personalize your customers' online shopping experience, explore Personizely's website personalization features!

With Personizely, you can create tailored experiences for different user segments by showing personalized variations of your website to each group. Advanced targeting options allow you to customize content based on factors like visit and session history, traffic source, user interactions, shopping cart activity, subscription status, and more.

Advanced website personalization via Personizely

7. Simplify navigation for a seamless customer experience

If visitors can’t find what they’re looking for quickly, they’re likely to leave. Simplified navigation ensures a smooth browsing experience, keeping users engaged and increasing conversions.

Here are a few recommendations to create a smoother conversion path, literally:

  • Use clear menus: Organize categories logically and limit the number of menu options to avoid overwhelming users.
  • Add a search bar: Include an easy-to-find search bar with autocomplete to help users locate products faster.
  • Highlight popular categories: Feature bestsellers or trending products in your main menu for quick access.
  • Include breadcrumbs: Show a breadcrumb trail so users can easily backtrack through their browsing path.

Here’s an example of an easy on the eyes and easy-to-navigate e-commerce website menu:

Screenshot of the Vitaly homepage that shows navigation on the siteVitaly offers clear navigation and includes Bestsellers as a separate category in the menu bar

8. Focus on reducing cart abandonment rates

The easiest way to boost your conversions? Reduce cart abandonment. Sounds simple, right? On paper, maybe. In reality, cart abandonment is one of the toughest challenges e-commerce professionals face worldwide.

But don’t lose hope — there are proven strategies to turn things around. Meet your new best friends: exit-intent popups and retargeting email campaigns. Whether you use them together for maximum impact or focus on one based on your business needs and CRO goals, these tactics can help you recover lost sales and win over hesitant customers.

Exit-intent popup for removing conversion bottlenecks

When a user is about to leave your site with items still in their cart, an exit-intent popup can catch their attention and encourage them to stay.

  • Offer a discount: “Wait! Complete your purchase now and get 10% off!”
  • Highlight scarcity: “Only 2 items left in stock—grab them before they’re gone!”
  • Provide free shipping: “Don’t miss out! Free shipping if you order today.”

An example of an exit-intent popup on an e-commerce websiteAn example of an exit-intent popup on the Big Joe e-commerce website

Retargeting email campaigns

If you have an email list, you’re in luck — when shoppers abandon their cart, you can follow up with a personalized email to bring them back. And it works: according to stats, retargeting emails can deliver an average 30% email conversion rate!

But success isn’t automatic — it requires strategy. Here’s how to get it right:

  • Timing matters: Send the first email within an hour of abandonment to remind users of the items left behind while they’re still interested.
  • Highlight benefits: Reinforce why the product is worth buying by showcasing its features, benefits, or glowing customer reviews.
  • Add incentives: Sweeten the deal with a discount, free shipping, or a limited-time offer to nudge them toward checkout.
  • Create a series: Don’t stop at one email. Use a sequence — start with a gentle reminder, follow up with a special offer, and end with a “last chance” message to maximize conversions.

Example of a retargeting email campaign to bring back customer that abandoned their cartsA cart abandonment email with strong copy and clear incentives; Source

With tools like Personizely, you can seamlessly retarget cart abandoners through email campaigns. The platform integrates with 26 email marketing services, including Mailchimp, Klaviyo, and Campaign Monitor, allowing you to send personalized emails that bring shoppers back to complete their purchases.

9. Add live chat and support options

Sometimes, customers abandon a purchase not because they’re uninterested, but because they’re unsure. Think about how often you’ve stared at a screen, trying to figure out if those jeans will actually fit. Italian sizes? UK sizes? US sizes? The conversions can be maddening!

What could resolve this hesitation? Immediate answers. A live chat or online support option can step in to clarify doubts and nudge the shopper toward completing their purchase.

The best part? Technology has made this easier than ever. You don’t need a full team of human agents — modern AI assistants and chatbots can handle many customer questions just as effectively. From providing size guides to explaining shipping options, these tools are available 24/7 to keep the purchase process moving smoothly.

An FAQ chat on the Rare Beauty websiteAn FAQ chatbot on the Rare Beauty website

10. Make use of video content

Just like live chat can help hesitant shoppers, video content is another powerful tool for buyers who aren’t quite sure about a product. Sometimes, a static image just doesn’t do enough to showcase how a product looks, works, or feels in real life — and that’s where videos step in to bridge the gap.

The numbers don’t lie: e-commerce product pages with videos convert 80% higher than those without. Consumers who watch product videos are up to 144% more likely to add the item to their cart, and a whopping 58% rely on product videos to make purchasing decisions.

You can use video for conversion rate optimization through:

  • Embedding short, informative videos on product pages to give visitors a clear understanding of the item
  • Creating product demo videos that show the item in action, focusing on key features and benefits
  • Addressing FAQs through video, like explaining sizing for apparel or showing how to assemble a product
  • Featuring video testimonials from happy customers sharing their positive experiences

An example of video content on an e-commerce websiteASOS offers its customers to see items in motion through the use of video on product pages

11. Highlight limited-time offers

Limited-time offers tap into customers’ FOMO (fear of missing out), creating urgency that encourages immediate purchases and boosts conversion rates. When shoppers feel they might lose out on a great deal, they’re more likely to act quickly.

Here are some ways to highlight limited-time offers to remove conversion bottlenecks:

  • Use countdown timers on product pages or in the cart
  • Add banners with phrases like “Ends in 24 hours!” or “Only 2 days left!”
  • Display stock scarcity with messages like “Only 3 left in stock!”
  • Send email reminders about expiring discounts or deals
  • Use exit-intent popups offering a discount that expires soon

An example of a limited-time offer promotional bar with a countdown timerA promotional bar advertising a limited-time offer

12. Collect user feedback and act on it

Your customers are your best resource for understanding what’s working — and what’s not. Collecting user feedback helps you identify pain points, improve the shopping experience, and optimize your site for higher conversions.

An example of a customer survey popup shown to users as they leave the e-commerce websiteA customer survey popup on an e-commerce website

With tools like Personizely’s survey popups, you can easily gather insights without disrupting the user experience. Ask about their browsing experience, product preferences, or reasons for leaving items in their cart. Then, use that feedback to make actionable changes that keep your customers happy and your conversion rates growing.

Are you ready to put those conversion rate optimization tactics to use?

CRO marketing is the key to turning your website into a conversion machine. By understanding your audience, testing smart strategies, and making data-driven improvements, you can transform casual visitors into loyal customers while boosting sales and cutting wasted effort.

We’ve covered actionable tactics — from simplifying navigation to tackling cart abandonment and personalizing shopping experiences. CRO isn’t a one-and-done process — it’s a continuous effort where every small tweak brings big results.

Now it’s time to put it into action and optimize your e-commerce landing pages, homepage, product pages, and checkout pages. Equip yourself with tools like Google Analytics for insights, Hotjar for heatmaps, and Personizely to do it all — personalized popups, A/B testing, and surveys that make optimization effortless.

Want to turn clicks into customers? Sign up to Personizely and start optimizing your site today. Give it a try and watch your conversions soar!