How to increase conversions on a website or e-commerce

How to increase conversions on a website or e-commerce

By learning how to increase the conversions of a website or e-commerce, your website starts to generate more qualified leads, creating new sales opportunities. Therefore, ideally, the conversion rate should be as high as possible.

In short, digital marketing strategies must be supported by data, information and analysis.

That's why conversion rate is a great metric to guide campaigns.

However, this metric involves many practices and factors, from keyword research to reporting.

What is conversion rate?

Above all, conversion rate is a metric whose purpose is to measure the percentage of the audience that advanced through the sales funnel.

In addition, the conversion can occur in two ways, they are:

How to increase conversions on a website or e-commerce
  1. The visitor becomes a lead;
  2. The lead becomes a customer.

However, the conversion rate is not just a sales metric, but a way to understand the behavior of the persona in their journey.

Why Increase Conversions?

Above all, regardless of the performance indicator you want to increase, be it generating leads, sales or loyalty, you need to invest in various aspects of the site.

In other words, the main aspects are:

  • Personas;
  • Usability;
  • UX (User Experience);
  • Copywriting;
  • SEO.< /li>

What is the ROI impact of increasing conversions?

In short, ROI, an acronym for return on investment.

In other words, ROI determines whether the financial return of the campaign is worth the investment.

Therefore, the conversion rate is directly linked to the ROI.

So, when running a marketing campaign to increase the conversion of a website or e-commerce, you need to consider the ROI.

However, not every investment is financial, as marketing can impact several aspects, such as:

  1. Improve brand visibility;
  2. Increase website traffic;
  3. Generate qualified leads;
  4. Create more sales opportunities.< /li>

For this reason, it is essential to follow the entire customer journey so that all these aspects are improved.

3 tips on how to increase conversion in marketing

Increasing conversions in marketing is not an easy task, as the analysis of audience behavior in the funnel needs to be done well.

However, there are some essential strategies, learn about some of them below.

1. Measure personas to increase conversions

First, you need to understand and validate the personas in your campaign.

In other words, it is useless to create detailed personas, because the theory must be functional in practice.

Therefore, validate:

  1. Your brand persona;
  2. Your audience persona;
  3. The buyer persona.

However, if you haven't created your company's personas yet, I recommend using the Fantastic Persona Generator.

2. Create content marketing to nurture the audience and increase conversions

Currently, content marketing is essential in any type of digital marketing strategy.

However, it is not enough to just generate content, because it is necessary to create content that is of interest to your audience.

After all, when creating disqualified content for your persona occurs at:

  • Traffic growth, but low lead generation;
  • Increased number of leads that do not become customers.

3. Be persuasive with mental triggers to increase conversions

In essence, mental triggers are decisions made unconsciously by the brain.

Thus, both in digital marketing and sales strategies, mental triggers are essential resources to create more effective approaches to generate an increase in conversions.


  • Build connection with your audience;
  • Build trust;
  • Make your lead feel important to your company;
  • Create scarcity;< /li>
  • Awaken the urgency in the purchase;
  • Have social proof.

How to increase the conversion of a website or e-commerce

Below, see some tips on how to increase the conversion of a website or e-commerce.

1. Create a simple and intuitive layout

First, create a simple and intuitive layout for your website or online store.

After all, the more intuitive, the easier the user will have when navigating or performing actions.

Also, most of the time, the prettiest site is not the best site to drive conversions.

2. Develop a great user experience

User experience is a predominant factor when it comes to increasing conversions on virtual stores and institutional sites.

Therefore, improve the user experience from brand discovery to effective conversion.

Some resources on the site that help in this process are:

  • Have a responsive website;
  • Invest in navigability (ease of navigation);
  • Position good CTAs (Call To Action - Calls to Action - Conversion Buttons) ;
  • Use a heat map.

In addition, it is essential to hire a marketing agency that specializes in website creation, design and CRO (conversion optimization).

3. Invest in SEO

SEO, or Search Engine Optimization, is one of several digital marketing strategies.

However, SEO is the only way to get a website to the top of Google without paying for an ad.

To do this, you need:

  1. Do keyword research;
  2. Make the site lighter and faster;
  3. Structure the layout according to the policies of Google, Bing and others search engines;
  4. Get quality backlinks.

4. Copywriting

Finally, copywriting is a resource that helps you win and retain customers.

In other words, copywriting is a strategy aimed at creating content using neuromarketing to convince the user to make a decision.

That's why copywriting is essential on the website, in content marketing and on social media.

Then consider:

  • Create compelling headlines;
  • Generate a connection with the audience;
  • Use data and research;
  • Improve objection breaking;< /li>
  • Be persuasive;
  • Use storytelling.

Best Tools to Increase Conversions on Website and Online Stores

There are hundreds of tools to increase website conversions, so get to know the main ones on the market.

Belonging to Salesforce, is a CRM that allows you to identify and complement your lead data.

In short, allows you to send questions to your audience in order to improve your website, services and products.


HubSpot has a suite of systems that can help you increase and qualify the leads generated on your site.

Crazy Egg

Through Crazy Egg you can use heat maps to measure the customer journey on your pages.

In addition, the A/B testing tool allows you to compare layout templates, CTAs and content to identify which one provides the most conversion for your persona.

These functions allow you to discover where your layout can be optimized to improve the user experience.


In short, there are several methods to increase conversions in marketing, on the website and in e-commerce.

That's why you need to invest in conversion optimization and SEO to increase qualified traffic and conversions on your site.

After all, both strategies help to reduce the cost of acquiring customers in the medium and long term.

Finally, the higher the conversion rate, the higher the return on investment.

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Lucas Ferraz

Lucas Ferraz

Specialist in SEO, traffic increase and lead generation.
More than 310 campaigns in the portfolio.
Certified by Blue Array Academy and SEMRush.

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