How to Increase Sales for Your eCommerce Site

How to Increase Sales for Your eCommerce Site
Are you interested in turning your eCommerce site into a converting powerhouse? Who isn’t? Getting there is all about learning who your customers are and how they shop.
by Square Oct 11, 2021 — 7 min read
How to Increase Sales for Your eCommerce Site

Are you interested in turning your eCommerce site into a converting powerhouse? Who isn’t? Getting there is all about learning who your customers are and how they shop. Different types of customers shop in varying ways online, and it’s important that your site appeal to your target audience. After all, there is a big difference in customer targeting for an online store selling candy versus one that sells juice cleanses.

That said, there are a number of steps you can take to optimise your conversion funnel.

What is a Conversion Funnel?

To put it simply, conversion funnel is a term that helps you visualise and understand the flow potential customers go through once they land on your site and then take a desired action (i.e. “converts”) — like buying something.

How to Optimise Conversion Funnel

Let’s first go through the five main elements of a conversion funnel. Since this is such a highly visual concept, I’m using a food analogy to keep it interesting and help you envision how you want to capture and pull in your customers.

1. Awareness

In this phase of the funnel, you’re working on attracting potential shoppers to your site.


2. Interest

During this phase of the conversion funnel, you’re working to pique shoppers’ interest in your product or service.


3. Desire

In this phase, you want to make your potential customers really want what you’re offering.


4. Conversion

This is when shoppers take your desired action (i.e., convert). The action you want them to take could be many things (like signing up for your newsletter), but we’ll focus here on guiding shoppers to convert to customers (i.e., buy something).


5. Re-engagement

This is the missing step in most conversion funnels, but it’s extremely important for eCommerce businesses. After customers have taken a desired action and converted on your website, you want to make sure you encourage them to become repeat buyers.


How to Optimise for Conversion?

As you can see, there are many small or inexpensive things you can do to help streamline your conversion funnel. Also know that the smallest changes can make a world of difference. Optimising for mobile is not just important, it’s essential to eCommerce success. Below are a few additional ways to optimise for conversion, focusing more on colour contrast, calls to action (CTAs), and your overall site design.

1. Pick colours with purpose

It’s fun to pick your favourite colours. But make sure you develop a cohesive colour scheme for your eCommerce site and stick to it.

Here are three steps to get you headed in the right direction:

Acknowledge colour psychology

Different colours communicate different things. It’s essentially like another language. Before selecting colours you personally like together, familiarise yourself with their subtexts. It’s not an exact science, but this infographic can give you some insight.

Select a colour scheme (and stick to it)

Pick two to three colours for your site’s colour scheme. This helps you craft a recognisable brand that appeals to the right people.

Utilise the isolation effect

When selecting your colour scheme, pick one colour that stands out from the rest. This colour helps guide your customer’s eye to take a desired action on your page. For instance, it’s a good idea to use a standout colour for your “Add to Cart” button –– one of the most vital places you want people to click.

2. Calls to action that have a kick

A compelling CTA has a few important components. First, you need to get in your customers’ mindset. To do this, learn as much as you can about what they want to know about your product or business. Also keep in mind the following when crafting or designing your CTAs:

3. Labor over layout

There’s no need to reinvent the wheel when it comes to eCommerce site design, but it’s a good idea to keep current with industry trends. For example, Google has changed its algorithm to penalise sites without mobile-friendly variants (i.e., sites without a responsive or mobile-dedicated template). In general, your eCommerce site needs to be optimised for usage on any device and allow for the full functioning of these key areas:


Fine-tuning these tactics can make a world of difference for your online store. Better yet, they don’t have to cost a lot of time or money. In general, conversion optimisation is always about testing and — as trends come and go — updating the colours, verbiage, and more that lead to conversion for your audience. Make sure to test your CTAs (an A/B test is a great way to do that) to ensure that your conversion funnel pulls in as many customers as possible and nurtures them all the way to checkout.

Learn how you can quickly set up a beautiful eCommerce store for your business.

The Bottom Line is brought to you by a global team of collaborators who believe that anyone should be able to participate and thrive in the economy.


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