8 Expert Tips to Optimise Conversion in eCommerce

1. The Power of Behavioral Micro-Conversions

“The devil is in the details,” remarked Christina Elmark, head of e-commerce at the Brand Leadership Community. Christina emphasised that while large-scale conversions are crucial, it’s often the smaller, behavioural micro-conversions that can make or break a customer’s journey. Simple actions like ensuring customers sign up for notifications when products are out of stock or strategically placing video content to catch the eye can significantly enhance user engagement and, ultimately, conversion rates.

2. Navigating the New UX Terrain

Ole Gregersen, a veteran in conversion optimization, highlighted a novel approach to mobile navigation that breaks the mold. In today’s mobile-first world, Gregersen urged businesses to think in two dimensions—both vertically and horizontally. “Scrolling up and down is passé,” he declared. By integrating horizontal swipes into the user experience, akin to Instagram’s interface, businesses can engage users more dynamically and improve overall navigation, leading to higher conversion rates.

3. Streamlining the User Journey

In an era where consumers are inundated with choices, simplicity is king. Heidi Ahlefeldt-Laurvig, COO and CMO at CS Medica, underscored the importance of streamlining the user journey. With consumers demanding seamless cross-device experiences and minimal friction, Heidi advised businesses to leverage AI to simplify the purchase process. “Consumers should feel like you know them at every touchpoint,” she said, advocating for the use of predictive personalization to ensure a smooth and intuitive shopping experience.

4. Beyond the Conversion Rate: Optimising for Lifetime Value

Juliana Jackson, once dubbed the “CLV Lady,” delivered a powerful reminder that conversion rates alone are not the ultimate metric of success. “Our industry is poisoned by best practices and simple metrics,” she warned. Juliana argued that true success lies in optimising for customer lifetime value (CLV). She pointed out that a high conversion rate is meaningless if customers never return. Instead, businesses should focus on the profitability of their customer relationships over time, ensuring that each acquisition contributes to long-term success.

5. Predictive Analytics: The Next Frontier in Email Marketing

Continuing the theme of personalization, Christina Elmark turned the spotlight on predictive analytics. She shared her frustration with brands that bombard customers with irrelevant content, a common pitfall in email marketing. Christina advised that companies should use predictive analytics to tailor their messaging, sending offers and products that align with a customer’s past purchases and preferences. “Stop sending me ads for products I’ll never buy,” she urged, emphasising the importance of relevance in maintaining customer loyalty.

6. Becoming More Than Just a Shop

Ole Gregersen returned to the discussion with a call to action for e-commerce businesses: become more than just a shop. He observed that while many brands produce high-quality content, they often fail to connect it directly with their products. By integrating content like tutorials, reviews, and user-generated posts into the shopping experience, businesses can engage customers on a deeper level, enhancing their brand’s voice and creating a more holistic shopping journey.

7. Elevating E-Commerce with Purpose and Innovation

Heidi Ahlefeldt-Laurvig urged the audience to think beyond the basics and elevate their e-commerce strategies with purpose and innovation. In today’s market, where emotional connection and brand values are increasingly important, Heidi emphasised the need for businesses to differentiate themselves through transparent product origins and cognitive design. “Tap into the emotional side of your customers,” she advised, noting that this approach not only boosts conversions but also fosters long-term loyalty.

8. Innovative Hypothesis Generation

Juliana Jackson closed the session with a tip that was both practical and innovative. She encouraged businesses to move beyond conventional methods of hypothesis generation and explore new data sources. By leveraging tools like Google’s Natural Language Processing (NLP) on Search Console data, businesses can gain insights into customer intent and develop more effective content strategies. “Stories sell,” Juliana reminded the audience, highlighting the importance of crafting narratives that resonate with customers and drive conversions.

Conclusion: Beyond the Basics

The panellists made it clear that optimising conversion is not just about tweaking buttons or simplifying forms. It’s about understanding the customer at every stage of their journey, using data wisely, and creating a shopping experience that is both intuitive and engaging. As these experts showed, the future of e-commerce lies in blending innovation with a deep understanding of human behaviour—ensuring that every interaction is a step closer to conversion.
With these eight tips in hand, businesses are better equipped to navigate the complex landscape of e-commerce, turning potential clicks into loyal customers. And in the ever-evolving digital world, that’s the ultimate goal.