The Ultimate eCommerce Conversion Optimization Guide To Grow Your Revenue With Predictability

ecommerce conversion optimization guide by revtap
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Let’s face it: you’re good with driving people to your online store, but not so much in cashing out on those opportunities into sweet, sweet sales. You’re not alone, across the board, eCommerce companies on an average are able to convert only 2% of their website visits to paying customers. Sounds like something you’re challenging? 

This guide on eCommerce Conversion Optimization is just the resource you need.

What does a ‘conversion’ mean in the context of eCommerce?

Any given eCommerce store has a plethora of actions a user can take on, but not all of them hold the same importance for your business. Simply put, an eCommerce conversion refers to the act of a user (or customer) completing a purchase on your store, no matter the ticket size, quantity, and so on. If they check out, they are counted as a conversion for your online store. This brings us to an important metric: eCommerce Conversion Rate…

So, what is eCommerce Conversion Rate?

Now that we know what an eCommerce conversion is, we can easily define eCommerce Conversion Rate. Your eCommerce Conversion Rate is nothing but the percentage of people who complete a purchase on your online store, out of all the people that visited it. 

To calculate the same, take the ratio of the number of people who ended up finishing a purchase to the number of people who visited your online store, and just multiply it with a hundred

eCommerce Conversion Rate = # of people who checkout from your store / # of people who visited your store *100

Not sure what your eCommerce conversion rate is? Let RevTap do the math for you! 

What is a good eCommerce conversion rate?

While there is no good or bad eCommerce conversion rate, conventional wisdom says that anywhere between 2 to 5 percent is the average, depending on the domain you’re in. 

If you’re selling luxury goods online, expect it to be on the lower side. If you’re selling essential commodities, even 5 percent might be the least that you get, so make sure you benchmark yours against your domain and vertical. 

So, it’s just a matter of perspective as to how good or bad a conversion rate is, since with the art and science of eCommerce conversion optimization, you can optimize pretty much any metrics you would like to improve for your online store, can’t you?

Also, make sure you take into consideration the conversion rate for your eCommerce store from the point of view of what all you are getting from the different channels you use to market your brand. 

What do you need to analyze your eCommerce conversion rate?

Your eCommerce conversion rate is not just one number which is static across the different types, platforms, demography, and other attributes of the shoppers that come to your online store. You could have vastly different conversion rates on your eCommerce store for different types of user attributes, including but not limited to device type, browser, age, gender, income, the channel of acquisition, and so on. You get the drift.

Hence, it becomes essential for you to further deep dive into it to conduct a thorough analysis of your eCommerce conversion optimization rate. Now, traditionally, conversion optimizers have been primed to use Google Analytics, Adobe Analytics, Kissmetrics, or other analytics tools to achieve the same, but these platforms only make it more complicated for you to do the same. 

Instead, you can choose a tool like RevTap, which makes it easier for you to analyze your eCommerce conversion optimization rate due to its laser focus on eCommerce as an industry. It has been thoughtfully developed over the years to solve the pain points encountered by eCommerce digital marketers and conversion optimizers. 

Now, here’s what all you can do to analyze your eCommerce conversion rate for better insights:

1. See where you’re getting traffic from and where it is headed

As an eCommerce store, there would be multiple campaigns you’d be running at any given time, that too across channels – from social to paid search, and beyond. Now, you would be generating traffic from all of these channels, and bringing in new and repeat footfall to your online store. Analyzing your eCommerce store analytics to see where you’re getting traffic from, and what happens to it can help you double down on efforts that pay off. 

2. See how much of your traffic from each channel is converting

Once you have a deep understanding of the point we discussed above, you should go a step ahead and analyze how the conversion rates for various channels (and devices) vary for your online store. Again, knowing what segments are the best performing for you can help you channelize your efforts into more impactful initiatives, which would actually be the best thing for your topline (and bottom line too).

3. See how much your checkout funnel is converting

Do you know what your eCommerce store’s checkout funnel looks like? If not, now would be a good time to go back to the drawing board and take along with you the learnings from analyzing your website traffic. Here’s a good resource to get started on how to optimize your check out funnel.

But why is my eCommerce conversion rate low in the first place?

Low conversion rates are a perennial issue faced by eCommerce stores around the globe – the reason for which could be manifold, ranging from bad UX to not having targeted traffic visit your site. You might be facing one, or more than one, issues resulting in your eCommerce conversion rate being low at any given point of time. 

But here are some of the top reasons for low eCommerce conversion rates faced by online retailers:

– Audience mismatch on your online store

– Bad UX on your store, app, or website

– Unclear value prop or brand values

– Too many distractions across the website

– Lack of trust among shoppers and visitors alike

– Complex checkout flows on your online store

– Lack of support available on the channel of their preference

Are some of the reasons why your eCommerce conversion rates might be low. However, solving the same isn’t all that difficult, and we’ll address the same in the next section in detail.

30+ solid, actionable tactics to improve your eCommerce conversion rate predictably

1. Use high-quality images and videos on your product pages

They say a picture is worth a thousand words, and it couldn’t be more true for your eCommerce store, where both, the first and the last impression you get to make on your prospect is through your product. From how it is packaged to how it is shown, really makes or breaks the decision for shoppers. 

According to a survey, more than 80% of respondents said they considered product images (and videos) as the number one factor during their buying decision, and that does make sense. If people don’t like what they are seeing in your products, why would they buy it in the first place?

Hence, it becomes imperative for you to use high quality, crisp images and videos of your products on their respective pages. It would go a long way for you to invest in a good photographer (or a camera yourself), that can help you generate images that are top-notch.

2. Offer free shipping to your buyers above a minimum threshold

There’s a reason people have been starting to buy more and more stuff online, and it all boils down to that one thing, eleven letters, three syllables: convenience. It is the ease and liberty which comes with being able to order something while you’re sitting in your PJs, watching Netflix, eating your favorite pasta you just ordered from Uber Eats, you get the drift. 

Now, while shoppers are browsing through your store, they want the same convenience which they are now accustomed to thanks to next-day delivery and services like Amazon Prime, that sometimes deliver your order even before you’ve placed it.

Hence, it is now no longer a ‘good to have’, rather an essential for eCommerce companies to offer free shipping to their customers. Now, we’re not advocating for free shipping as a free lunch, rather, give it as an incentive for shoppers to buy more items from you, increasing their ticket size, so you can easily break even the cost of shipping. To that end, it would make more sense from a business perspective for you to offer free shipping to your buyers above a minimum threshold, say $10?

3. Provide limited period coupon codes to generate urgency (and leverage your shoppers’ fear of missing out)

eCommerce marketers across the globe have long leveraged psychological hacks and tactics to their advantage, and they do seem to work. Why? Because us homo sapiens are emotional beings and take decisions based on feelings and emotions, rather than logic more often than the latter.

By offering your shoppers coupon codes that have a time limit attached to them, you will create a sense of urgency in their minds which will push them to complete their purchase with you faster, hence reducing your eCommerce drop off, and thereby increasing your conversion rates.

4. Offer your goods and products at a competitive price

Ay, competition is tough, yo! And guess what? Your customer is bombarded and overwhelmed with the number of choices they have when it comes to brands that are selling the same thing as you. 

Naturally for them, the biggest differentiation factor becomes the dough they are going to have to shell out to make the purchase. In other words, the money they have to spend. So, they are not going to think twice if some brand XYZ offers them a deal which is 20% better than your price. 

It then becomes essential for you to at least match the price at which not one, but all of your competitors are selling, and if possible, to even undercut them.

PS. Before you change your pricing, make sure you know how many price-sensitive shoppers your store gets. Get your customer segments with RevTap.

5. Simplify your eCommerce store checkout flow

We’re sure you’re not hearing it for the first time, but offering a clutter and distraction-free experience to your online store shoppers is the best thing you can do for your business’s bottom line. 

Too many times we come across eCommerce stores that have really overwhelming or complex checkout flows, which seem more like a riddle to be solved by the customer to be able to make their purchase vs. doing it as soon and quickly as they can. 

To solve for this, all you have to do is some research into how your store user experience should be designed. Investing a bit in qualitative research will make it worth the money you spend. 

Here’s a recommended eCommerce checkout flow: 

Pro tip: Lesser the number of steps, higher are the conversions. 

6. Leverage cart abandonment recovery tactics

More than 75% of carts that are ever filled with products, across online stores, end up being abandoned as it is. Why? Multiple reasons which no one has control over. What you do have control over is the fact that cart abandonment can be mitigated, if not eliminated, by deploying a savvy technique known as cart recovery. 

With cart recovery, you can send automatic reminders to customers who add products to their cart and leave without completing the purchase. These reminders or drip of reminders are automatically sent at a set frequency after a cart or checkout is abandoned so you can stay in touch while your store is still fresh in the shoppers’ minds.

Which channels should you be using for cart recovery?

7. Offer your customers support via live chat software

If there are some things we can say for sure about today’s shopper, it’s this: she is restless, unforgiving, and most of all, in a rush. Thanks to the ever increasing conveniences that modern civilization provides, today’s consumer demands, not expects, customer service at the channel of their preference, twenty four by seven.

By offering your customers support via a live chat software (there are so many out there that naming one would be a disservice to the others), you can offer them instant help, right in their moments of high intent, and save them from leaving your store frustrated, and without having made a purchase. 

8. Show trust badges and other symbols on your store

The one aspect where online shopping still cannot compare to offline retail is trust. No matter how hard you try, there is always an iota of doubt that creeps into the minds of shoppers regarding the credibility and legitimacy of your checkout and shopping process, especially with regards to making payments digitally. 

The best you can do is build trust within your shoppers by using trust badges on your home and checkout pages so they are always reassured of the credibility of your store and aren’t skeptical about placing their order. 

If you’re selling products that a shopper could be sensitive about, like baby products, you could consider using trust badges and labels such as these: 

9. Make your web site navigation as easy as possible

No shopper is going to spend hours trying to find products or collections on your store. The idea of online shopping is to make shopping easy. The first step to doing that is making navigating through your store easy. 

Categorise products based on collections, trends or use cases to let visitors browse based on intent. Make sure you don’t create overlapping navigation menu items or too many that overwhelm the shopper. 

10. Reduce the form fields on your check out pages

To eliminate friction and facilitate a faster checkout process, you want to restrict the number of fields in your forms to the bare minimum. This means that you would have to get rid of every field that is not absolutely necessary so shoppers can quickly get done with filling the required information and proceed to click on “Place Order”. For instance, it would be wise to offer a checkbox that buyers can click on to keep the billing and shipping address the same to avoid refilling similar and excruciatingly long fields. 

Now that we have also stepped into the era of “one-click checkout”, shoppers expect to always have the option of placing an order within seconds, especially if their delivery and payment preferences have already been saved. 

11. Always show the contents of your shoppers’ cart

If you have ever shopped online (there is a 99% chance you have), more often than not, we don’t even remember the things we keep adding in to our shopping cart. It is like the more you explore, the more it is the store’s galore! Impulsively, the list keeps getting bigger and bigger (obviously, along with the cart value). 

However, when you come to the stage of finally paying for all the stuff you have been adding to your cart, we suddenly get cold feet or have second thoughts about it. Why? Because that is how human’s work. So, it becomes obvious for you to give your shoppers a way to customize their shopping cart – add or remove products, modify quantity, and more – for them to not abandon you mid sale.

It’s a good idea to keep things visible so that the shopper can keep a check on what they’re purchasing. 

12. Add guest checkout to your check out options

Your online store exists in the way it does for one reason and one reason alone – for people to be able to buy from you without facing any hiccups. Now, when the purpose of your eCommerce web store is this, why would you want people to drop for any reason other than that they are not interested in buying at the moment, or something else. 

The biggest turn off your eCommerce store’s user experience can provide is to force people to sign up in order to be able to check out. No one likes to go through the long, arduous process of sitting in front of their computer, making another account on a website they didn’t even know existed some moments ago? Make sure you steer clear of making this mistake on your online store – make guest checkout possible, or make sign up optional – choice is yours.

13. Make your product details as descriptive as possible

One of the demerits (or obvious limitations) of online stores is the lack of a human connection, in terms of general feeling a consumer gets when they explore a product. Since all we are now is a random person behind a screen trying to figure out as much as possible to inform ourselves before we make a decision to purchase, what we see is what we have to believe. 

To make up for this lack of tangible experience like the ones you experience in the physical retail world, the onus is on you – the eCommerce store owner – to make it super clear for your buyer as to what they’re getting themselves into. Hence, it pays off to make your product pages as descriptive as possible, and rich with as many details your ideal customer would want to know about their purchase.

14. Allow your shoppers to add reviews for your products

Long story short: reviews work. Why? Because people trust the word of other people more than they trust someone who is trying to sell them something. Reviews ensure that your products or offering’s quality is being validated by someone other than you. 

In addition to offering product reviews, make sure you also offer your customers to add images and videos of them unboxing the product, an option to filter reviews based on different parameters such as newest first, negative first etc. just so they’re able to get a much clearer picture. In the end, the more authentically you sell your products, the better are the chances of you winning your customers’ trust in the long run.

15. Make ‘add to cart’ and ‘checkout’ buttons omnipresent

This might seem like we have been reiterating the same thing over and over again, but the purpose of your online store is for people to be able to buy products from you in the most easy and seamless way possible. To that end, your online store’s user experience should live to serve the same. If in any way, your online store is becoming more of a complex maze, you’re definitely doing something wrong. 

In order for people to be able to buy from you with ease, make sure you offer omnipresent buttons for the two major call to actions you expect people to take on your online store – add products to their carts, and check out with the products in their shopping carts. 

16. Add testimonials for your brand on the store

Sure, you might have reviews of your products on display on your online store, and they might be helping you a great deal in winning prospective buyers’ confidence in the same. But do they trust your brand?

Unless you’re selling just one single product on your online store (there are major chances you are not), people are going to need to trust more than the product they like to go forward with making a transactional purchase with you.

Hence, you need to ensure that you add testimonials about your brand, up and center on your online store, which highlight your brand’s key policies, including but not limited to – shipping, return and exchange, and more. Which brings us to our next point…

17. Offer a flexible product return and exchange policy

Now this one goes without saying, only because it has now become the status quo in offering a customer-centric experience to your online store’s shopper. And honestly, let’s face it – in the day and age of Amazon, no one is going to buy from you if you are not explicit about your online store’s return and exchange policy. 

Whatever it may be, make sure you are upfront about it, so that your shoppers can trust you better. Otherwise, they will just jump off to any of the many of your peers you are competing with, without thinking twice.

It’s better to have a dedicated page for the same, and keep it easily visible and accessible. 

18. Optimize your website for mobile (and other) devices

Did you know that more than 60 percent of all online shopping sessions get initiated on a mobile device? In today’s day and age of omni-channel online experiences, the customer chooses how, when, and where they are going to shop from, so the responsibility to be present in their moments of intent lies on your eCommerce brand to be able to serve them. 

More often than not, eCommerce websites do not pay attention to the edge cases of devices which have low penetration among their target audience, but this can actually be very detrimental. One bad experience, for any of your regular shoppers can make it easy for them to decide that you are not worth their time, and money. So, make sure you have your online store website optimized for mobile (and other) devices at all times.

19. Offer value to your shoppers through your content

As an eCommerce store, content marketing is sure to be one of your areas of focus for growth. But are you merely posting content with no one to find value out of it, or are you actually going above the status quo and adding value to your audience?

That’s all the difference there is between having just a content marketing strategy and having a good, valuable content marketing strategy, and it flows both ways. You, your audience are equally the reapers of the reward it has to offer. You in terms of better business, and your audience in terms of better knowledge about things they might not have so much insights about.

Looking for ideas? Here’s how to use content marketing

20. Capture your site visitors’ emails to be leveraged later

In the online world, email is the best chance you have to reach out to someone you haven’t yet established contact with. Given that it’s an indirect mode of communication, yet has a strong wave of personal elements attached to it, email helps you bridge the gap between merely a target to an acquaintance. 

If you do offer something valuable in exchange, people do not shy away from leaving their email IDs with you. By capturing the same, you open a world of possibilities in terms of converting these prospects into your shoppers, by the way of educating, luring, and enticing them to consider your online store the next time they are out making a purchase for something you sell.

You can do this using smart exit-intent popups or time-bound popups. But make sure you highlight what they get in turn for sharing their contact details. 

Or a popup that lets them win something first. 

21. Grab your shoppers’ attention quickly

In a research conducted just a couple of years ago by Massachusetts Institute Of Technology, it was reported that the average attention span of a human on the internet is getting shorter than that of a goldfish’s, and no wonder. Given how fast paced our lives have become, the dynamically changing landscape has given rise to so many distractions that on average we see about 500 new online experiences on a daily basis. 

With such sobering statistics, it becomes essential for brands to capture their audience’s attention in the moments of their high intent, or risk losing them once and for all. So, your online store UX should be designed keeping this fact in mind, and should offer them what they are looking for with as little steps involved and as little cognitive load as required.

For example, if you’ve added a new product to your store, a banner right at the top on the home page is a good idea: 

Or if you’re running a seasonal share, add a section on your home page that links to the respective collections like Nordstrom does: 

22. Make sure you don’t clutter the CTA buttons

Your online store is as good as the user experience it provides to your prospects and shoppers. The call to action buttons on it serve only one purpose, to be found and clicked by people who are looking to do what it does. In which case, you can not afford to clutter it to the point that they are unable to figure it out. It should go with the flow, and offer an intuitive, natural experience, the lack of which is only going to hamper your conversions.

23. Clearly state your online store’s unique value prop

When it comes to optimizing your online store for conversions, the values that you stand for as a brand, and your most major proposition is the one which makes the most impact on your shoppers’ buying decision. Hence, you should ensure that your eCommerce store offers this upfront, and be the first thing that your visitors and shoppers are reminded of when they visit your online store. 

24. Optimize your eCommerce store copy

If you’re a marketer at heart, you know there is nothing which works as much wonders as the impact of good copy on a reader, or prospect. Although your eCommerce store would not offer you to have a good amount of liberty and exposure to experiment with how you use words to brew magic, it sure is enough to be able to make a deep impact on the buyers’ psyche. 

To get started with the same, you can simply look up the basics of copywriting or hire a freelancer who could help you achieve the same in a price which won’t put deep cuts in your pocket. It anyway is an activity which will give you intangible impact, and does not necessarily have to have a return on investment tied to it. 

25. Enable a browse abandonment campaign

Thanks to the evolution of tech in the eCommerce SaaS space, customer and shopper engagement has now reached new leaps and bounds. Today, any eCommerce store can set up a timely, contextual engagement strategy for any number of visitor actions or triggers, and see their conversion rates go up and to the north.

26. Offer personalized recommendations for your shoppers

Shoppers’ past purchase history is a goldmine of insights that you would be wasting if you didn’t utilize it to tailor product recommendations for them. Not only do shoppers appreciate recommendations of products they have expressed interest in, but statistics also state that recommendations account for 31% of eCommerce stores’ revenue. 

Therefore, smartly leverage your customer data to study the preferences of your shoppers based on their previous searches and purchases so you can offer personalized recommendations to them that instantly catch their eye. 

27. Add progress bar to your eCommerce checkout flow

One of the primary reasons for cart abandonment is complex checkout flows that cause friction in user experience. Today’s on-the-go shoppers who sometimes don’t even spend minutes shortlisting the product of their choice cannot be expected to navigate through long checkout processes to complete their purchase. 

To smoothen out the process for them, considering adding progress bars that indicate how far along in the checkout process a shopper is and how many steps lie ahead of them. These progress bars make it easier for shoppers to mentally calculate the time and commitment required to finish making their purchase, thereby reducing shopping anxiety and ultimately, drop offs. 

28. Add filters to your product category and search pages

Even if a shopper lands on your eCommerce store with a clear intention regarding what they want to purchase, category pages could end up confusing them.

Adding filters at the top can help them make a clear decision and improve your page’s click through rate. Some examples of filters could be – brand, size, material, price range, and so on. These filters will help narrow down the search of your shoppers and help them get to the exact product they came looking for.  

29. Implement upsells and cross-sells

Your online store’s catalog has infinite options for your customers to choose from. However, unless they actively search for a product, they aren’t really introduced to most of the items on your catalog. Depending on personal preferences and ongoing trends, you can always push certain items and bring them to shoppers’ notice via various channels to create more upsell and cross-sell opportunities for your store. 

Since shoppers have already expressed interest in similar items or are inclined towards a particular category, you have higher chances of getting them excited about product recommendations. These product recommendations can be showcased via thank you pages, emails, push notifications, ads, and literally every other communication channel you use to engage your customers. 

Here’s an example of how you can do this: 

30. Provide multiple payment and delivery options

Irrespective of whether a shopper is visiting an online store for the first time or has been there before, most people have certain preferences when it comes to shopping online, especially when it comes to payment options. You don’t want shoppers to drop off simply because they couldn’t find their trusted payment mode in the drop down. Therefore, it makes sense to offer as many payment options as you can to widen your customer segment and not reduce it by any chance. 

Same goes for delivery. With the rise in popularity of single-day delivery options offered by behemoths such as Amazon, you wouldn’t want to stay far behind. Therefore, make sure you provide multiple options for delivery that shoppers can choose from. This could include same day delivery, priority delivery, or regular delivery, to name a few. You could also promise priority delivery to loyalty program members and charge others a nominal fee for the same.

31. Leverage exit intent pop-ups on your store

No matter how effective your conversion optimization efforts are, there are always going to be shoppers who bounce off without making a purchase or even adding items to their carts. However, you can even leverage these customers to drive fruitful action with exit intent pop-ups. Such tools track shoppers’ mouse movements and just when visitors are about to leave your store, a pop-up with a final message that attempts to change their minds appears on their screens. 

You could either offer a discount code in exchange for their contact details, a freebie, free shipping, or basically any other incentive that might convince them to stay and explore your store or even make a purchase they were somewhat skeptical of. 

32. Offer customization to your products

Needless to say that tactics such as personalizing items, bundling products, offering discounts on more than one multiple quantities of a single item, providing the option to make purchases with our without installation (wherever relevant) will improve your conversion rates as buyers would have more options to bag the product and customize it as per their needs. 

In fact, this strategy is also likely to improve your average order value as shoppers would find more value in bundling products or buying in multiples to avail discounts. 

Come on, who doesn’t like something “tailored” to their interests? 

33. Add a special section for sales and discounts

A very important customer segment that you cannot afford to ignore is bargain hunters. These are shoppers who visit your store solely with the intention of browsing your latest deals and sales, and nothing else (so you can’t afford to be disappointing them).

Now, you want to make it as easy as possible for these shoppers to get what they came looking for. And the best way to do that is by creating one landing page that features all your products on discount or sale and is easily accessible from the homepage. So, every time bargain hunters land on your online store, they are only a click away from accessing their ultimate destination.

What are the tools you need to conduct eCommerce conversion optimization on your store?

eCommerce conversion optimization is both an art and a science. And as with practising any art and science, the artist (or scientist) requires their equipment to enable themselves in conducting their experiments with confidence. Following are some of the tools which can aid you through the same:

1. RevTap

RevTap is a Shopify and eCommerce analytics tool powered by artificial intelligence that helps online stores increase revenue with actionable business intelligence. The all-in-one intelligence platform brings data from all your marketing and analytics apps to one dashboard and turns it all into actionable data in the form of – traffic and conversion reports, customer segments, product segments, marketing performance report, checkout funnel report and an overall growth report. 

RevTap powers your Shopify eCommerce business with:

  • eCommerce and marketing analytics 
  • Products, Customer and Market intelligence on a unified dashboard 
  • Omnichannel marketing strategy actionables to boost sales, and more
  • Customer segments to analyse different shoppers and purchase behaviour 
  • Product segments to take stock of inventory performance 

Want to see how RevTap can help you increase conversions using your data? Install the app today and get a free demo. 

2. Crazy Egg

Crazy Egg is an online application that provides you with eye-tracking tools such as Heat map, Scroll map, Overlay, and Confetti to track a website’s operation. This helps you to understand your customers’ interests so you can boost the profit from your website.

3. Kissmetrics

Kissmetrics is a web analytics tool founded on the principle that data isn’t just a set of numbers you plop into a graph and present to your boss. Each number represents a user, a customer, or a significant action that contributes to your key metrics and overall growth of your website. Every website is different so we partner with you to ensure you’re collecting the right metrics that matter to your website.

4. VWO

VWO is the world’s leading web testing and conversion optimization platform that enables growing businesses to conduct qualitative and quantitative visitor research, build an experimentation roadmap and run continuous experiments on their digital properties.

By combining both Analysis and Feedback tools, Hotjar gives you the ‘big picture’ of how to improve your site’s user experience and performance/conversion rates. The Analysis tools allow you to measure and observe user behavior (see what users do) while the Feedback tools enable you to “hear” what your users have to say (the Voice of User).


Hotjar is a behavior analytics and user feedback service that helps you understand the behavior of your website users and get their feedback through tools such as heatmaps, session recordings, and surveys.

6. AB Tasty

AB Tasty is an A/B and multivariate testing software for boosting conversions on websites, responsive mobile sites, and applications which offers content personalization. It allows validating ideas to achieve organizational goals more efficiently and effectively. It empowers testing different ideas easily and quickly to figure out what works best. This process delivers enhanced user experience and ultimately better profitability.

7. Optimizely

Optimizely is an experimentation platform that helps developers build and run A/B tests on websites. This is to achieve validation for conversion rate optimization efforts. You can create a variety of Optimizely experiments for your webpages using the dynamic or basic features that come with the service.

8. Google Optimize

Optimize allows you to test variants of web pages and see how they perform against an objective that you specify. Optimize monitors the results of your experiment and tells you which variant is the leader. 

By running experiments in Optimize, you can test new website designs, layouts and content with a subset of your visitors. Instead of relying on instinct and opinion to determine the best page or site design, you can run an experiment that tests alternate designs with real-world users and get results that are simple to read and understand. 


Usabilla is an online feedback tool that collects feedback data on websites, mobile apps, email, and in-page. Users can customise feedback surveys (to some extent), target specific visitors, take screenshots and add it to their feedback items.

10. UserTesting

UserTesting is a platform for getting rapid customer feedback on almost any customer experience you can imagine, including websites, mobile apps, prototypes, and real world experiences. The on-demand human insight platform quickly gives companies a first-person understanding of how their target audience behaves throughout any experience and why.

11. Loop11

Loop11 is a highly popular online, remote usability tool that provides businesses with capacities that not only allow them to create online surveys, but customized tests that come with a mix of questions and goals for tasks as well. With its user-friendly test builder, businesses can quickly whip up customized questionnaires and surveys. Customization features include themes that can match a user’s business website. The survey can also feature usability questions.

Once the survey is ready, Loop11 can then launch the survey in a variety of ways – via the user’s email listing, social media channels, pop-up ads, and third-party applications such as ethnio, Cint, and Knowbility.

Why does working on your eCommerce conversion rate matter?

Well, it’s no surprise that competition, everywhere, in every industry and domain, is rising exponentially, and unsurprisingly, the customer attention bandwidth is getting smaller and smaller. 

The only way for a brand to survive in the cut throat is to be able to leverage data to their advantage, and offer experiences which are individualized, personal, and impressionable, and conversion rate optimization is your best bet to provide the same.

Your Shopify store’s analytics is an untapped opportunity to grow your sales. Make your data work for you. Give RevTap a spin!
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Vanhishikha Bhargava
Vanhishikha Bhargava
Vanhishikha is the Head of Content and Partnerships at RevTap. You'll usually find her hunting for strategies and tools to enable eCommerce businesses to sell more. At other times, you'll find her testing them and writing about them with a cup of coffee.

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