How to increase webshop sales with conversion optimization

by Meike Müller

Reading time 6 min

What you can expect
  1. Good products and outstanding product descriptions
  2. A reasonable price
  3. Improve your online store with a modern design
  4. Conversion rate optimization
  5. Social proof
  6. Improve your online store and create trust with a seal of approval
  7. Courteous service without advertising
  8. Personality and the right tone of voice
  9. Acquiring new customers through increased traffic
  10. Increase the shopping cart value
  11. Conclusion and help with creating an online store
  12. FAQ: Questions and answers about conversion optimization

This is probably a question that every online store owner asks themselves at some point. Unfortunately, there is no generally valid answer to this question. Whether an online store is successful and generates a lot of sales depends on more than just one factor. In this article, we have compiled a list of the aspects you can improve in your online store and what you should pay attention to. This way, you are guaranteed to increase your sales and get the best out of your online store. For more tips, we also offer individual help with online store creation. You can find out more at the end of the article.

1. Good products and outstanding product descriptions

The most important thing for high sales in your online store is, of course, the product and how you present it in your online store. When selling your product, you should always check whether it meets certain standards. This includes high product quality. Your product should be made of the best materials, be resilient and, if possible, last a long time without any reduction in quality. Ideally, you should test this yourself before selling. If you are convinced of the quality of your products and would buy them, these are good prerequisites for high sales.

To ensure that the outstanding quality can also be expressed online in your store and convince your visitors to buy, you should rely on very good product descriptions and product photos. It is best if you answer all possible questions your customers may have in the product description. Summarize all important information about material, use, appearance, care and so on in the description. After reading the description, your customer should no longer have to contact customer support because something is unclear. When writing the descriptions, also consider who your target group is and adapt the writing style accordingly. The product photos should also be self-explanatory. Show the item from all sides and focus on the details in some of the photos.

2. An appropriate price

You should also charge a reasonable price for your products. This means that you should not offer the product too cheaply, but also not too expensively. You can also use your competitors as a guide. What price do they set for a similar product? Does it look like the product will sell well for this price? Once you have answered these questions, you can use them as a basis for your price calculation. If you can, then a slightly lower price than your competitors would be an advantage. This will allow you to catch all customers who are looking for the cheapest product. Make sure that the price really isn't too low. This could give the impression that the product is not of high quality.

If you are unable to sell your product at a lower price than your competitors, you can consider adding another product to your online store as an alternative. Perhaps it doesn't have all the functions or is made from a cheaper material. This way, visitors who don't want to spend so much money will find what they are looking for. Or you can use it to show them exactly what makes up the price of your more expensive product. If they don't want to spend so much, they will have to do without a few features, but they will still get a functional product.

3. Improve your online store with a modern design

In addition to the presentation of your products, you should also strive for a professional online store. It should be modern and clear. This will make your customers feel comfortable and find what they are looking for straight away. Take a look around to see what well-known and successful online stores look like and let them inspire you. Take a look at the online shops already successfully implemented by EXWE.

4. Conversion rate optimization

Conversion rate optimization is essential for better online store sales. Conversion rate refers to the value that shows the relationship between the number of visitors and sales in the online store. It is expressed as a percentage. The higher the percentage, the better: your store generates more sales with the same number of visitors.

Did you know that there are many ways to optimize your online store for a better conversion rate? You can also influence all of this with the design and positioning of various functions. You can find out how the design of your online store can help you achieve a better user experience and therefore a higher conversion rate on our website "UX design - visual appeal and user-friendliness for your software".

This also means, for example, that your store has fast loading times. Because nothing is more annoying than an online store that loads the individual pages at a snail's pace. A slow online store often results in customers abandoning their visit and, in the worst case, not coming back.

5. Social proof

Social proof is an important point when it comes to increasing sales in your online store. The term social proof means that there are enough testimonials or recommendations from "real" people or consumers. Authenticity also plays a major role here. So it's not about paid advertising or reviews, but customer reviews that are purely voluntary and recommend the product from your online store. Perhaps you have already noticed this yourself: This is because most people who order online look at reviews from other buyers before making their purchase decision. You cannot directly influence the fact that buyers write good reviews. However, if you offer a good product and a satisfactory all-round service, good reviews will come naturally. To a certain extent, you can at least promote the writing of reviews in your online store so that your customers become aware of this possibility.

Another source of social proof is, for example, a well-maintained Instagram page that attracts followers and interacts with them. This results in positive comments that make other potential customers aware of your products.

6. Improve your online store and create trust through seals of approval

Reliability is paramount in e-commerce. It is important that customers feel secure when buying from your online store and that you create trust with your online store. In addition to a professional appearance with a modern and intuitive design, seals of approval are a good tool. The Trusted Shops seal of approval, for example, is very well known and gives customers a feeling of security. It is best to include it in a place that is visible at all times on your site - for example, next to the footer or visible throughout the entire checkout process.

7. A courteous service without advertising

In your online store, you should focus on helping your customers and responding to their needs. Avoid advertising that is too prominent, as this is no longer necessary if your customers are already in your online store. An overly promotional presentation is likely to have a negative effect!

Focus on the customer and try to find the easiest way to help them. For individual questions, it is important to set up accessible customer support.

8. Personality and the right tone of voice

Depending on the target group of your online store, you also need to adapt your tone of voice. Because your customer should also feel addressed when you try to sell them their new favorite product! It starts with whether you decide to use the first or last name and extends to the feeling you convey through your choice of words. It's best to find a feeling that you want to trigger in your visitor or a function that needs to be fulfilled and therefore look for words that can best convey this.

9. Acquiring new customers through increased traffic

Depending on how your conversion rate looks so far, it makes sense to attract even more customers to your store. It is not enough to simply adapt your online store. The next measure is to have an appropriate presence on other platforms and create suitable advertising campaigns. There are now countless ways in which you can do this. These include Google Ads, Facebook advertising campaigns and social media presence as well as influencer marketing. The use of targeted performance marketing can therefore significantly increase the growth of your online store. We are also happy to help you here and offer service packages ranging from entry-level to full SEA management.

10. Increase the shopping cart value

You can also generate more sales if you manage to increase your customer's shopping cart value if they have already added items to their shopping cart. There are three methods you can use to offer customers more products.

Buy in stock

If you sell products in your online store that are consumables and can also be stored, you can offer your customer a larger quantity at a slightly lower price during the checkout process. This allows you to sell a larger quantity directly and increase your turnover with the same product.

The cross-selling method

The cross-selling method involves each product creating a need for another product. These are then displayed in the shopping cart under "Similar products" to trigger the desire for other suitable products. With one click, they also end up in your customer's shopping cart.

Offer products in a bundle

Another way to increase the basket value is to sell products in a bundle. This simply means that you sell matching products in a set. Depending on the margin, you can give your customers an incentive by offering this set at a lower price than the price they would pay if they were to buy all the items in the set individually. So you benefit from higher sales and your customer benefits from a lower price - a win-win situation!

11. Conclusion and help with creating an online store

Would you like comprehensive advice on how to improve your online store and generate more sales? We will be happy to take a close look at your online store and identify potential for improvement. Our developers will of course also implement these improvements directly and help you and your company move forward.

You don't have an online store yet and don't know how to start this extensive project? No problem, creating an online store from scratch is part of our daily business, just contact us!

FAQ: Questions and answers about conversion optimization

If you still have questions about conversion optimization, you will find a few frequently asked questions and the corresponding answers and explanations here. Do you have a specific question or need help? Then don't hesitate to contact us. We are here to help and advise you with your digital projects.

  • What is conversion optimization and why is it important?

    Conversion optimization refers to the practice of analyzing the behavior of website visitors and making targeted changes to the website to increase the number of visitors who perform a specific action, such as purchasing a product or filling out a form. The conversion rate is an important indicator of the success of an online store, as it directly influences the number of conversions and therefore sales. Through targeted optimization of website elements, such as design, navigation, content and functionality, the conversion rate can be increased, leading to higher revenue and a better return on investment (ROI). Conversion optimization is therefore an essential part of any successful e-commerce strategy.

  • How can customer feedback and user data be used to improve conversion optimization?

    Customer feedback and user data are extremely valuable in conversion optimization. By collecting customer feedback and user data, you can better understand the needs and wishes of your target group and optimize your website or app accordingly. Surveys, ratings and review systems, for example, can be used to obtain customer feedback. User data can be collected by analyzing user behavior and user interactions. Once this data has been collected, it can be used to make improvements to the website or app. For example, customer feedback and user data can help to identify problem areas and find solutions. By understanding user needs and wishes, you can also better tailor content and offers to them, which can lead to a higher conversion rate.

  • What role does the design and user-friendliness of a website play in conversion optimization?

    The design and user-friendliness of a website are decisive factors for conversion optimization. A website that has an appealing design and intuitive user guidance can help visitors stay on the website longer, visit more pages and ultimately convert. Clear navigation, fast loading times and a clear focus on the user are particularly important here. The trustworthiness of the website, a consistent design and layout, clear calls to action (CTAs) and the optimization of the website for all devices are other important aspects that should be taken into account when designing and user-friendliness of a website. A website that pays attention to these aspects can create a positive user experience and gain the trust of visitors, which can ultimately lead to a higher conversion rate.

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from 15.09.2021

Hello, my name is Meike. I take care of the EXWE back office and am responsible for our social media channels. All of our articles are meant to make your life easier and help you make decisions. Nevertheless, it can happen that something remains unclear, so: If you have questions about this article you can easily reach me at +49 231 93149827.

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