Running an online store is exciting, but it can also be challenging. We invest time, money, and effort to attract visitors, yet many shoppers leave without buying. Conversion rate optimisation is the key to turning more visitors into customers. At the same time, controlling costs is essential to maintain profitability.
In this guide, we will explore seven practical ways to increase conversions while lowering costs, helping online sellers get better results without overspending.
Why Conversion Rate Matters
Conversions are the foundation of online sales. Even small improvements can have a significant impact.
More Conversions Mean Better ROI
Every visitor we convert reduces the cost per sale. If we spend £10 to get a visitor and only 1% convert, the effective cost per sale is high. Improving conversions means we spend less for every order.
Better Conversions Improve Customer Engagement
High conversion rates indicate a store experience that meets customer expectations. When customers find products quickly, understand benefits, and trust the store, they buy more often and return more frequently.
1. Optimise Your Product Pages
Product pages are where decisions happen. Even small changes can improve conversions dramatically.
Clear Product Titles and Descriptions
We should write:
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Titles that describe exactly what the product is
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Descriptions that highlight features and benefits
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Simple language without unnecessary jargon
Clarity reduces hesitation and makes it easy for visitors to understand the value.
High-Quality Images and Videos
Visuals drive decisions. We should:
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Use multiple images from different angles
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Include zoomable or 3D views if possible
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Add short product videos to demonstrate use
Seeing the product in action builds trust and confidence.
Display Social Proof
Reviews, ratings, and testimonials influence buying behaviour. We should:
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Highlight customer reviews prominently
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Show real photos from buyers
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Share stories of how products helped customers
Social proof reduces uncertainty and improves trust.
2. Simplify Checkout Process
A complicated checkout is a common reason for cart abandonment. Streamlining this process increases conversions and reduces costs associated with abandoned carts.
Minimise Steps to Purchase
We should:
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Offer guest checkout options
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Reduce unnecessary fields
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Provide clear navigation and progress indicators
Fewer steps make it easier for visitors to complete orders.
Provide Multiple Payment Options
Shoppers have preferences. We should:
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Accept cards, digital wallets, and local payment methods
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Clearly display payment security
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Highlight flexible options like “Buy Now, Pay Later”
Meeting customer payment preferences encourages faster checkout completion.
Optimise for Mobile
Most shoppers browse and buy on mobile. We should:
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Ensure forms and buttons are easy to tap
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Avoid cluttered layouts
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Test mobile checkout regularly
Mobile-friendly checkout reduces friction and increases conversions.
3. Offer Targeted Discounts and Promotions
Discounts can boost sales if used strategically. They also help lower overall marketing costs by increasing revenue per visitor.
Use Time-Limited Offers
Limited-time discounts encourage action. We can:
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Highlight countdowns for urgency
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Promote offers on product pages and banners
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Combine with seasonal events for relevance
Time-limited offers create urgency without constant price reductions.
Bundle Products
Bundling encourages higher-value purchases. We can:
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Combine complementary items
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Offer small discounts on bundles
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Promote bundles in emails and social media
Bundles increase average order value while keeping acquisition costs the same.
Offer Free Shipping at Minimum Spend
Shipping costs often stop buyers. We can:
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Set free shipping thresholds
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Encourage customers to buy slightly more to reach free shipping
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Promote the offer clearly on product and cart pages
This tactic boosts both conversions and order value.
4. Use Personalisation to Improve Engagement
Personalisation helps customers feel understood, which increases the likelihood of purchase.
Show Relevant Products
We can:
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Recommend products based on browsing history
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Highlight items similar to previous purchases
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Offer suggestions in cart or checkout
Relevance increases engagement without extra marketing spend.
Use Targeted Emails
Email remains one of the most cost-effective channels. We can:
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Send cart reminders with personalised products
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Highlight recommended products in newsletters
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Tailor messages based on customer segments
Personalised emails often convert better than generic campaigns.
Custom Landing Pages
Creating landing pages for ads or campaigns allows us to:
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Match messaging exactly to visitor intent
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Reduce bounce rates
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Highlight products or promotions relevant to specific audiences
This reduces wasted ad spend while improving conversions.
5. Improve Website Speed and Performance
A slow website drives visitors away, increasing costs and lowering conversion rates.
Optimise Images and Videos
Large media files are a common cause of slow loading. We should:
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Compress images without losing quality
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Use proper formats like WebP
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Avoid autoplay videos that slow pages
Fast-loading pages keep visitors engaged.
Reduce Unnecessary Apps and Scripts
Apps and scripts can slow down pages. We should:
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Review apps regularly
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Remove unused features
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Limit scripts that load on all pages
Optimised pages perform better and reduce bounce rates.
Implement Lazy Loading
Lazy loading delays content until it appears on screen. This reduces initial load time and improves perceived speed.
6. Test and Optimise Regularly
Continuous testing helps identify what works best. It also reduces wasted marketing costs by focusing on effective strategies.
A/B Testing
We can test:
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Different headlines or product descriptions
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Call-to-action buttons
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Image placement or video formats
A/B testing helps find the combination that converts best.
Monitor Analytics
We should use analytics to track:
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Page visits and behaviour
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Cart abandonment rates
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Checkout completion
Data-driven decisions reduce guesswork and improve ROI.
Implement Heatmaps
Heatmaps show where visitors click, scroll, and spend time. We can:
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Identify confusing sections
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Improve button placement
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Highlight areas for optimisation
Understanding user behaviour increases conversions efficiently.
7. Reduce Costs with Smart Marketing
Higher conversions do not always require higher spend. We can optimise marketing costs to improve profit margins.
Focus on High-Performing Channels
We should:
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Analyse which channels bring best conversions
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Allocate budget to the most effective campaigns
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Pause underperforming channels
This maximises impact without extra spend.
Retarget Past Visitors
Retargeting is often cheaper than acquiring new visitors. We can:
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Use social media retargeting ads
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Send email reminders for abandoned carts
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Show personalised offers based on browsing
Targeted retargeting improves conversions at lower cost.
Leverage Organic Strategies
Organic marketing strategies are cost-effective. We can:
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Optimise product pages for search engines
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Post engaging content on social media
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Encourage user-generated content and reviews
These tactics increase traffic and conversions without continuous ad spend.
Table: Summary of Conversion Optimisation Techniques
| Technique | How It Increases Conversion | How It Reduces Costs |
|---|---|---|
| Product Page Optimisation | Clear information and social proof build trust | Reduces returns and abandoned carts |
| Simplified Checkout | Fewer steps and options improve completion | Fewer abandoned carts lower wasted acquisition cost |
| Discounts & Bundles | Urgency and value increase sales | Higher revenue per visitor offsets spend |
| Personalisation | Relevant offers encourage purchase | Focused campaigns improve ROI |
| Website Speed | Fast pages retain visitors | Reduces bounce and wasted traffic |
| Testing & Analytics | Data-driven improvements | Avoids spending on ineffective strategies |
| Smart Marketing | Targeted campaigns boost conversions | Lower spend on low-performing channels |
Final Thoughts
Increasing conversions while lowering costs is about smart strategies, careful monitoring, and continuous optimisation. By improving product pages, streamlining checkout, using personalisation, and testing regularly, online sellers can get better results without extra spend.
At The Smith Marketing, we help businesses implement these strategies in a practical way. From Shopify optimisation to targeted campaigns and analytics, we focus on solutions that drive sales and reduce costs. Let us help your store convert more visitors efficiently and grow sustainably.
