eCommerce Optimisation

As a marketing professional, you’ll already know that conversion optimisation is the engine behind higher revenue, better ROI, and happier customers. It’s the quiet force behind every successful eCommerce business. But, how does one effectively use eCommerce optimisation to convert?

In this installment of KIJO’s Marketing Managers’ Guide to WooCommerce x eCommerce (we’re a leading WordPress x eCommerce agency in London), we’ll walk you through data-driven, practical tactics to move your customers from interest to purchase via your WooCommerce store. 

Learn how to best optimise product pages, reduce cart abandonment, streamline checkout, and apply psychological principles. All of these tactics are designed to lift your conversion rate and revenue per visitor!

What is Conversion Rate (eCommerce) Optimisation (CRO)?

At its core, CRO is the systematic process of increasing the percentage of visitors who take a desired action on your website, whether that’s completing a purchase, signing up for a newsletter, or downloading a guide. Unlike traffic generation tactics, CRO focuses on making your existing traffic work harder for you.

Testing Your CRO Strategies: Illuminate Every Step With Actual Knowledge

Without testing, you’re guessing. Without accuracy, revenue could be slipping through the gaps. 

Effective eCommerce optimisation is rooted in data, not assumptions. Rather than making design changes based on internal opinions or aesthetic preferences, the CRO mindset prioritises user behaviour, analytics, and experimentation. 

This means every optimisation decision should be supported by metrics and validated through testing. Key performance indicators for CRO include:

• Conversion rate: The percentage of visitors who convert.
• Average order value (AOV): How much customers spend per transaction.
• Customer lifetime value (CLTV): The total revenue a customer generates over time.
• Bounce rate: The percentage of visitors who leave without interacting.

A/B Testing: The Foundation of CRO

A/B testing allows you to compare two versions of a webpage element to see which performs better. With plugins like Nelio A/B Testing or integrations like Google Analytics, WooCommerce store owners can experiment with different headlines, CTA buttons, pricing layouts, or product images.

Start small. Prioritise high-impact elements like product titles, call-to-action (CTA) text, and image types. Test only one variable at a time to isolate what’s truly making the difference. Ensure you reach a statistically significant sample size before drawing conclusions. Cutting tests short is a common and costly mistake.

Heat Mapping and Behaviour Analysis

Tools such as Hotjar allow you to visualise where users are clicking, how far they scroll, and which sections they ignore. By analysing these insights, you can identify bottlenecks in the user experience.

For instance, if a key CTA sits below the average fold line on mobile devices, users might never see it. Or if a scroll map shows abandonment halfway through a product page, your description might need to be more concise or engaging.

These tools also reveal differences in desktop and mobile behaviour. Since mobile commerce now dominates most sectors (63% of online shopping journeys start on mobile devices), it’s crucial to ensure your optimisation efforts are mobile-first.

Mapping the User Journey

Google Analytics 4 offers robust eCommerce tracking, letting you pinpoint exactly where users drop off in your funnel. Creating user journey maps helps you visualise the customer’s path from homepage to purchase, including across devices.

Multi-device journey mapping is particularly important because many of these users begin browsing on mobile and complete purchases on desktop. In addition, eCommerce conversion rates average 1.81% on mobile compared with 3.71% on desktop. Therefore, understanding and catering to these behaviours is essential for improving conversion rates.

eCommerce at Pace: The Importance of Page Speed and Core Web Vital

Fast-loading pages are essential for effective conversion optimisation. A 0.1 second improvement in mobile site speed can actually increase conversion rates by 8.4% for retail! 

Slow sites frustrate users and increase bounce rates – if you’ve ever landed on a slow loading web page, you’ll know! Shoppers expect sites to load in two seconds. Any longer and you risk losing them to faster competitors. This means every second of delay can dramatically reduce completed purchases.

Understanding Core Web Vitals

Look to Google’s Core Web Vitals for clarity on how your site is performing speed wise:

• Largest Contentful Paint (LCP) for load speed
• First Input Delay (FID) for interactivity
• Cumulative Layout Shift (CLS) for visual stability.

These metrics directly impact both user experience and search performance.

How to Improve Your eCommerce Site’s Speed

• Compress images without sacrificing quality (at KIJO, we like to use the tool Imagify for this)
• Minimise or defer unnecessary scripts (tracking scripts, chat widgets, pop-ups, or embedded third-party tools)
• Use a content delivery network (CDN)
• Choose fast, secure WordPress hosting

You should also regularly audit your website with tools like Google PageSpeed Insights and make incremental improvements.

Fast sites don’t just perform better. They build trust, keep visitors engaged, and maximise your WooCommerce store’s revenue potential.

Optimising Product Pages: Where Decisions Are Made

Your product pages are arguably the most critical conversion point. They need to convince, reassure, and prompt action, often in just a few seconds.

Leveraging Social Proof

Displaying customer reviews prominently above the fold builds trust quickly. In fact, products with reviews are 270% more likely to be purchased on mobile.

Supplement this further with user-generated content like customer photos or videos to create authenticity. Don’t shy away from negative reviews too; when addressed professionally, they demonstrate transparency.

Tools like Trustpilot can help automate review collection and display. Integrating trust badges, satisfaction guarantees, and secure payment icons near your CTAs further reassures hesitant shoppers.

Creating Urgency and Scarcity

When used ethically, urgency can be a powerful motivator. Consider stock-level messages such as “Only 3 left in stock,” or countdown timers for time-sensitive offers. Features like “Recently viewed by X customers” or seasonal messaging (e.g. “Order before 18th December for Christmas delivery”) add subtle but accurate pressure to act.

Clear and Compelling CTAs

Your CTA button should stand out; not just in design, but in message. Test copy like “Add to Basket,” “Buy Now,” or “Get Yours Today” to find what resonates best. Use contrasting colours, strategic placement (above and below product descriptions), and ensure buttons are thumb-accessible on mobile.

For multi-step buying processes, use progress indicators to reduce drop-off and show customers how close they are to completing a purchase.

Product Content and Media

High-quality product images with zoom functionality and 360° views enhance trust. Where appropriate, add demo videos to reduce ambiguity. Your product descriptions should focus on benefits, not just features. Think, “how does the product improve the user’s life?”

Use comparison tables for similar products, cross-sell relevant accessories, and suggest related products based on browsing history to increase AOV.

Tackling Cart Abandonment: Recapturing Lost Revenue

The average cart abandonment rate is over 70% (Baymard Institute). The same study also concluded that $260 billion worth of lost orders are recoverable solely through a better checkout flow and design. Seems optimisation may be worth it, huh…? 

Here’s how:

Abandonment Email Sequences

Use email platforms like Klaviyo or Mailchimp to create a recovery sequence:

• 1 Hour: A reminder email with product images.
• 24 Hours: Address objections and include reviews.
• 3 Days: Add an incentive such as a discount or free shipping.
• 7 Days: A final “last chance” email with increased urgency.

Personalisation boosts effectiveness. Use dynamic product recommendations and location-specific messaging to increase engagement.

Exit-Intent and On-Site Recovery

Exit-intent popups detect when users are about to leave and offer one last nudge like a discount, free delivery, or a lead magnet. For mobile users, use scroll-based triggers since mouse-tracking doesn’t apply.

Design and timing are key: popups should feel helpful, not intrusive. Always test variations and keep GDPR in mind.

Retargeting Campaigns

Dynamic retargeting via Facebook, Instagram, and Google Shopping shows users the exact products they left behind. Limit ad frequency to avoid fatigue and test creatives continuously.

For high-value carts, advanced strategies like SMS reminders (with user opt-in), browser push notifications, or even personalised phone outreach can be effective.

Checkout Optimisation: Closing the Deal

The checkout process is the final hurdle. Even minor friction here can derail a conversion!

Streamlined, User-Centric Design

Always offer guest checkout. Forcing account creation is a conversion killer. Experiment with single-page vs. multi-step formats to find what suits your audience best.

Implement auto-fill for fields, postcode lookups, and real-time form validation. Add progress indicators so users understand how many steps remain.

Building Trust at Checkout

Include security badges, money-back guarantees, and direct customer support contacts. Embedding testimonials or reviews directly on the checkout page reinforces positive sentiment.

Consistency in branding and design also reinforces credibility. Avoid jarring transitions from your main site to the checkout experience too.

Expanding Payment Options

Today’s shoppers expect flexibility. Include PayPal, Apple Pay, Google Pay, and “buy now, pay later” providers like Klarna. For returning customers, enable one-click checkout where possible.

If you serve international customers, ensure you support local payment methods.

Optimising for Mobile Checkout

This sounds obvious, but make every input field large enough for thumbs! Prevent auto-zoom on inputs and simplify the form. Also, integrate with mobile wallets and ensure every element is touch-optimised.

Provide Clarity Throughout

Clearly show delivery costs and estimated dates early in the process, and let users review and edit their order before final confirmation too.

Applying Psychological Triggers Ethically in eCommerce Optimisation

Understanding consumer psychology enhances CRO and eCommerce optimisation. Tactics rooted in behavioural science can significantly influence buyer decisions. 

Scarcity and Urgency

As mentioned earlier, real, time-sensitive offers and limited stock indicators prompt faster decision-making. But remember, authenticity is crucial. Manufactured urgency can damage trust.

When presenting urgency tactics, these should be implemented ethically. You want to play the long game by helping your customers make confident decisions rather than pressuring them into purchase. Otherwise, they might simply return the item as soon as possible and/or not come back to the business again.

Price Tactics and Methods

Use clear, transparent pricing to build trust and avoid hidden surprises at checkout. Highlight savings with RRP vs. sale prices, and experiment with price anchoring. Prince anchoring is where you show higher-priced products first to position other options as more affordable.

Implement pricing tiers or bundles to increase average order value. For example, offer discounts for buying multiples, or create product bundles that provide better value than individual items. 

Free shipping thresholds are also a proven tactic. Let’s be honest, we’ve all abandoned a cart when we realise shipping isn’t included! So, set a minimum spend that encourages customers to add more to their basket to qualify.

Social Proof and Authority

Display reviews, showcase user-generated content, and highlight expert endorsements. In addition, add logos from media mentions or certifications to reinforce credibility.

Reciprocity and Value Exchange

Offer free shipping above a certain threshold, include gifts with purchase, or provide a free guide in exchange for an email signup. These gestures create a sense of obligation and trust for users.

Advanced Psychological Tactics

• Loss Aversion: Frame offers around what customers miss out on if they don’t act.
• Commitment & Consistency: Use micro-conversions (e.g., adding to wishlist) to lead users toward bigger actions.
• Liking and Similarity: Tailor your messaging to reflect your audience’s values and identity.
• Consensus: Highlight bestsellers and customer favourites.

Always monitor for fatigue and rotate messages. Triggers should always align with your brand’s voice and values.

Measuring What Matters for eCommerce Optimisation

Remember, data is the backbone of CRO. Use the following metrics to track progress and identify opportunities:

• Overall conversion rate by traffic source
• Product page conversion rates
• Cart abandonment and recovery rates
• Checkout drop-off by stage
• Average order value (AOV)
• Customer lifetime value (CLTV)
• Conversion rates split by device type

Tools like Google Analytics 4, WooCommerce Analytics, Hotjar, and your email or your CRM platform provide the data you need to optimise intelligently.

Conclusion: Continuous eCommerce Optimisation is Key

Conversion (eCommerce) optimisation is not a one-and-done task. It’s an ongoing process of learning, testing, and improving. For WooCommerce store managers, the most successful strategies combine data-led experimentation with a deep understanding of customer psychology.

Whether you’re refining product pages, fine-tuning your checkout flow, or re-engaging cart abandoners, every small change adds up to a big impact on your bottom line.

If you need support implementing any of these tactics or want an expert eye on your WooCommerce store, KIJO (an experienced eCommerce agency in London) is here to help. Let’s turn more of your visitors into loyal, paying customers.