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How to Improve the Conversion Rate of Your Web Store: Part 3

How to Improve the Conversion Rate of Your Web Store: Part 3

The first two instalments of our deep dive into conversion rate optimisation looked at defining conversion rates and how important they can be to the success of an online store. We then took a tour through the various data-driven insights that can help increase these figures. Now, in this final section, we are looking at the practical ways that you can enhance your website to optimise conversion rates and keep consumers coming. Read on to find out more.

Google Analytics can be a great tool for identifying key performance leaks in your website. Using this information, it is possible to understand the online experience you have created for your customer, and pinpoint any weak points in their journey. The next step is to make strategic changes to the website, testing their effectiveness using the same data insights.

To help get you started, take a look at some of the key page elements that are most likely to have an impact on conversion rates.

Start with a smooth landing

First impressions matter, especially in the world of ecommerce. That’s why the landing page is one of the most important elements of any website design. It’s vital that you use this space to set the tone for your brand, putting your best foot forward with an aesthetically pleasing layout and clearly signposted navigation tools.

One of the most famous examples of an effective landing page is the ecommerce giant, Amazon. This company has used strategic design on each of its product pages, making even the smallest details easily available and accessible to the consumer. Product information is displayed prominently and coherently, with the most important or sought after details at the top, and more specific insights further down.

The company also uses design to make navigating the site as intuitive as possible; with a bright orange ‘Add to Cart’ button, large, clear product images, and the strategic use of white space, the page keeps customers engaged without overloading them. The design choices Amazon makes are not only associated with its overall brand, but a key part of the customer’s journey from landing to transaction, which is what makes the platform so very effective.

Clear up your copy

An aesthetically pleasing webpage can help grab people’s attention, and set the tone of your brand, however it’s also important to have strong, clear and exciting copy in order to keep people engaged and optimise conversion rates. By writing interesting and relevant content, you can emphasize the assets of your product or service, whilst also creating a dialogue between brand and consumer.

It’s imperative that people are able to find the information they need with ease, but overly formal or utilitarian language can be alienating. To strike that important balance between tone and function, look closely at your copy, breaking it down into the following categories.


Like your landing page, headlines are all about first impressions. They are the first things a customer reads, and they typically help form people’s initial understanding of a brand. In order to keep shoppers scrolling and engaging with your platform, it’s important to write headlines that are snappy, instructive, and welcoming.

It can be useful to frame headlines in certain ways. For example, asking a rhetorical question is an easy way of leading the customer to new pages and products. Equally, you can establish the topic of your headline by splitting it into two parts. An example of this might be ‘Digital Marketing: What Lies in Store?’. Using keywords at the beginning of your headline can grab customers’ attention, and engage them by establishing a common area of interest.

In every instance, a headline should be kept short and to the point. It should engage specifically with the brand or product you are promoting, and it should do so in a clear and concise manner. Things like sibilance, alliteration and lists of three can be helpful linguistic tools, but make sure never to use them at the cost of clarity!

Body content and formatting

Once you’ve hooked the customer in with your headline, it’s time to offer them some more in-depth information. Your body content should be relevant to the headline, and it should also seek to answer the overarching question: ‘what’s in store for me?’

It’s important to keep your copy focused on what the brand can do for its consumer. This means maintaining a light-hearted yet professional tone, and continually bringing sentences and paragraphs back to your brand’s capacity to add value. If a customer can easily interpret how a purchase will benefit them, the chances of optimising conversion rates across the platform are increased.

It’s also important to keep the consumer in mind when formatting your body content. Make sure your ideas are cut into relevant paragraphs of around two or three sentences each, for easy readability. You can also try making effective use of subtitles, numbered lists, and bold text for customers scanning for vital information.

A combination of catchy headlines and concise, well-written copy will provide your customers with all the answers they need, whilst making your page look attractive and engaging. These assets are vital for getting people onboard with your brand, and optimising conversion rates.

Call your customers to action

Calls to action are a way of turning passive shoppers into active ones. By requesting the customer carry out a desired action (such as subscribing to a newsletter, or signing up for a free service), you are providing them with the next logical step in their journey.

The phrasing of a call to action should include a word or phrase that emphasises what the customer will gain. For example, ‘Book a Free Survey’ will be less effective than ‘Get a Free Quote’, because the latter is offering the customer something in return for completing the action.

For more on conversion rate optimisation…

These tips can help you get started, but for some expert insight, check out the studioworx audits page and learn about how we can help optimise your conversion rates:

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