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Anne Woodley | Entice Digital Marketing

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Conversion Optimisation

April 12, 202311 min read

"Conversion optimization is like a game of whack-a-mole. Just when you think you've solved one problem, another one pops up."


Why it's important to have a conversion optimised store

It's important to have a conversion optimized store because it can ultimately lead to increased sales and revenue. A conversion optimized store is designed to make the user experience as smooth and efficient as possible. This can include clear and concise product descriptions, high-quality images, and easy-to-navigate menus.

Additionally, a conversion optimized store may include features such as a simplified checkout process, product recommendations, and customer reviews. By providing a seamless and enjoyable shopping experience, customers are more likely to make a purchase and become repeat customers in the future.

Furthermore, a conversion optimized store can also help with Search Engine Optimization (SEO). As search engines like Google favour websites that provide a positive user experience, having a conversion optimized store can improve your website's search engine rankings, leading to increased traffic and sales.

Overall, having a conversion optimized store is crucial in today's competitive e-commerce environment. By focusing on improving the user experience and implementing features that increase sales, businesses can see tangible benefits in their bottom line.

Conversion Optimisation

With that said, here are 7 top tips to implement to help your website conversion rates today! 👊

1. Clear and concise messaging

Clear and concise messaging is a communication approach that involves conveying information in a straightforward and easily understandable manner. The goal is to ensure that the message is delivered effectively and that the recipient can easily comprehend and respond to it.

To achieve clear and concise messaging, it's important to use simple language, avoid jargon, and eliminate unnecessary words. The message should be structured logically, with a clear introduction, supporting details, and a conclusion that summarizes the key points.

Additionally, the tone of the message should be appropriate to the audience and situation. For example, a formal tone may be more appropriate for a business presentation, while a casual tone may be more effective for social media posts.

Overall, clear and concise messaging is essential for effective communication, whether it's in business, education, or everyday life.

2. High quality product images

High-quality product images play a crucial role in e-commerce websites, as they are the first interface between the customers and your products. These images reflect your brand personality and help potential customers to make informed decisions before purchasing your products. Here are some key points to consider when creating high-quality product images:

  1. Lighting: Good lighting is essential for capturing high-quality product images. Natural light is usually the best option, as it provides an even distribution of light and a natural colour balance. If natural light is not available, you can use artificial lighting solutions to achieve a similar result.

  2. Background: The background of your product images should be simple and uncluttered, so that the focus remains on the product itself. A plain white background is a popular choice as it accentuates the product and makes it stand out.

  3. Resolution: It is important to capture high-resolution images (at least 1000 pixels wide) to ensure that your customers can zoom in and examine the details of your products. High-resolution images will also look more professional and enhance the overall user experience.

  4. Consistency: Maintaining consistency across all of your product images is important for creating a cohesive brand identity. This includes using the same lighting, background, and camera angle for all of your product images.

  5. Multiple angles: Providing multiple images of your product from different angles helps customers to get a better understanding of the product and its features. It also gives customers a sense of confidence in their decision to purchase your product.

High-quality product images are essential for creating a positive user experience and increasing sales in e-commerce. Paying attention to lighting, background, resolution, consistency, and multiple angles will help you create compelling product images that drive conversions.

3. Easy Navigation

Easy navigation means that users can easily move around and explore different sections of a website, application or document without feeling lost or frustrated. Navigation should be intuitive, consistent, and efficient. This includes having a well-organized structure with clear headings and labels, as well as providing users with familiar and easy-to-use navigation elements, such as menus, search bars, and links.

To ensure easy navigation, it's important to consider the user's perspective and their goals. Designers should prioritize the most important content and make it easily accessible for users. Users should be able to easily find what they're looking for and quickly understand where they are within a website or document. Additionally, designers should make sure that navigation elements are consistent across all pages or sections of the website, so that users can easily understand how to move from one section to another.

Easy navigation is an essential aspect of user experience design. When done well, it can help users feel more comfortable and confident when interacting with digital content, leading to greater engagement and satisfaction.

4. Fast page load times

Fast page load times are crucial for creating a positive user experience on a website. The faster a webpage loads, the more likely users are to stay on the site and explore its content. Slow page load times can frustrate users and lead them to abandon the site, resulting in lost traffic and revenue.

There are several factors that can impact page load times, including the size of the webpage, the number of images and videos on the page, the complexity of the website's code, and the server's response time. To improve page load times, website owners can take several steps, such as optimizing images and videos to reduce file size, simplifying website code, and leveraging browser caching to store frequently accessed files.

Another way to improve page load times is to use a content delivery network (CDN). A CDN stores website files on servers located around the world, so when a user requests a webpage, the files are delivered from the server closest to them. This can greatly reduce page load times, especially for users who are located far from the website's primary server.

Fast page load times are essential for creating a positive user experience and driving engagement on a website. By optimizing website files and leveraging CDNs, website owners can ensure that their pages load quickly and efficiently for users around the world.

5. Mobile responsiveness

Mobile responsiveness refers to the ability of a website or application to adapt to various screen sizes, resolutions and orientations of mobile devices such as smartphones and tablets. In other words, a responsive website adjusts its layout and content to fit the screen of the device being used to view it, ensuring that the website can be easily navigated and viewed on any screen size or device.

Having a mobile responsive website is important because more and more people are using their mobile devices to access the Internet. If a website is not mobile responsive, users may have difficulty navigating the site or reading its content, which can lead to a poor user experience and ultimately lower engagement and conversion rates.

To ensure that a website is mobile responsive, web developers use various techniques such as CSS media queries, flexible grid systems, and responsive images. By employing these techniques, a website can adjust its layout, font size, and image sizes based on the screen size and resolution of the device being used to view it. This not only enhances the user experience but also boosts the website's visibility on search engines, as search engines such as Google prioritize mobile-friendly websites in their search results.

6. Trust signals (customer reviews, security badges, etc.)

Trust signals are important elements on a website that are designed to build trust and credibility with visitors. These signals can include customer reviews, security badges, social media icons, and much more. Here is more detail on some common trust signals:

  1. Customer reviews: Customer reviews are one of the most powerful trust signals for ecommerce sites. They provide social proof that your products or services are legitimate and can be trusted. Displaying customer reviews on your website can increase conversions by as much as 270%.

  2. Security badges: Security badges such as SSL certificates can help to reassure visitors that their sensitive information is safe and secure. This is especially important for ecommerce sites that handle sensitive personal information such as credit card details.

  3. Social media icons: Social media icons can be used to show visitors that your business has an active presence on social media. This can help to build trust and credibility by showing that your business is legitimate and has a following.

  4. Professional design: A well-designed website can help to build trust and credibility with visitors. A professional design with a clean layout and easy-to-use navigation can make visitors feel more confident in your business.

  5. Testimonials: Testimonials from satisfied customers can also be powerful trust signals. They provide social proof that your business is legitimate and trustworthy.

By incorporating these trust signals into your website, you can help to build trust and credibility with your visitors, which can ultimately lead to increased conversions and sales.

7. Call to actions (CTAs)

Call to actions (CTAs) are an essential part of any marketing or communication strategy. They are the prompts or instructions that encourage users to take a specific action. CTAs are typically displayed as buttons or links and can be placed on a website, email, social media post, or any other marketing material.

CTAs help to guide users towards the desired action, whether that be making a purchase, filling out a form, subscribing to a newsletter, or requesting more information. A well-designed CTA can significantly increase the chances of the user taking the desired action.

Some best practices for creating effective CTAs include using action-oriented language, such as "Buy now," "Sign up today," or "Download the free guide," making them prominent, visually appealing, and placing them in strategic locations on the page or email, and testing and optimizing them regularly to improve their effectiveness.

It's important to remember that CTAs should align with the overall marketing strategy and goals. They should be clear, concise, and relevant to the user's needs or interests. By creating effective CTAs, you can improve conversion rates and ultimately drive more business.

Stay tuned, in my future blogs I will go into further strategies, tool and technology as listed below and how we can use them.

Below is a list of strategies, tools & technologies that can be used to help your Conversion Optimisation.

  • A/B testing

  • User experience (UX) design

  • Personalisation

  • Upselling and cross-selling

  • Cart abandonment recovery

  • Email marketing

  • Google Analytics

  • Heatmaps and click tracking

  • Live chat

  • Exit-intent popups

  • Product review software

  • Email automation tools

Final outline of a Conversion Optimised Store

Key benefits of a conversion optimised store

  • Increased sales and revenue

  • Improved customer engagement and loyalty

  • Better understanding of customer behaviour and preferences

  • Lower bounce rates and improved search engine rankings

Essential elements of a conversion optimised store

  • User-friendly design and navigation

  • Clear and compelling call-to-actions

  • High-quality product images and descriptions

  • Simple and secure checkout process

  • Mobile responsiveness and fast loading times

Best practices for optimising conversion rates

  • Conducting A/B testing to identify what works best for your store

  • Offering personalised shopping experiences for customers

  • Providing excellent customer support and service

  • Leveraging social proof through customer reviews and testimonials


Are you ready to increase your store's conversions and drive more sales? If so, there are several actions you can take to optimize your store and create a better user experience for your customers.

First, consider the design and layout of your website. Is it easy to navigate? Can customers find what they are looking for quickly and easily? If not, it may be time to reorganize your website, simplifying the layout and making it more user-friendly.

Next, focus on the content of your website. Is it clear and concise? Do your product descriptions provide enough information to help customers make informed decisions? Be sure to include high-quality product images, detailed descriptions, and customer reviews to help customers feel confident in their purchases.

Consider implementing features like abandoned cart recovery and personalized recommendations to improve the customer experience and increase conversions. Additionally, make sure your checkout process is seamless and easy to use to reduce cart abandonment.

Don't forget to optimize your website for search engines by using relevant keywords, high-quality content, and meta descriptions. The more visible your website is, the more traffic you will receive, leading to higher conversion rates.

Overall, by taking the time to optimize your website and create a better user experience, you can significantly improve your conversion rates and drive more sales. So, start taking action today and watch your business grow!

Till next time xx Anne

"Conversion optimization is like dating. You want to make a good first impression, keep their attention, and close the deal."

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Anne Woodley

We live in such a technology driven world where so much information is at our finger tips, but as the owner of Entice Digital Marketing I believe creating relationships is still the number one skill to have!

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