One of these topics, perhaps the most important of all that we have been talking about, is conversion in e-commerce.
In this article, we will analyze the main factors that cause the drop and increase in conversion, looking at the TRUST framework and some other data as well.
Warning: this text is quite in-depth and aimed at those who already operate e-commerce and see their conversion rate drop every month or remain stagnant.
Are you in this situation? Then let’s go together:
Three Different Ways to Understand Conversion in E-commerce (and Beyond)
What exactly is conversion in an e-commerce context?
It depends on the strategy you’re implementing. It’s quite common to consider conversion as the sale, but other conversions occur before that, depending on the strategy you use.
Not just the strategy as a whole, by the way. Inbound Marketing , for example, focuses on lead conversion and sales conversion. For marketers, country email list lead conversion is more important. For sales professionals, sales conversion is more important.
We can understand conversion in three different ways for e-commerce:
- Conversion into leads: as part of an Inbound strategy (or Outbound focused on generating qualified leads );
- Sales conversion: not necessarily part of a specific strategy, as all strategies culminate in sales. However, the methods for analyzing sales conversion, specifically CRO for the bottom of the funnel, are different.
- Conversion to repurchase: a point often completely ignored by e-commerces, but fundamental for their long-term health.
Let’s now take a deeper look at each of these points. Are you ready?
And then we’ll talk about the TRUST framework.
Lead Conversion
Lead conversion occurs when an anonymous visitor becomes an identified contact. In e-commerce, this is especially important for inbound marketing or pre-sales strategies via outbound marketing .
This conversion allows you to create a book written by a finnish author direct channel with the potential buyer, which can increase the chances of a future sale.
Practical examples of lead conversion in e-commerce:
- Newsletter signup in exchange for a coupon
- Download a product guide or digital catalog
- Register for an exclusive event, livestream or launch
- Cart abandonment with email capture
This step allows you to nurture the lead , showcase your store’s unique selling points, and create a sense of opportunity. It’s not a sale, but it is a strategic step.
The problem is that it’s not very common to find e-commerce companies that apply Inbound in this way and that work the pre-sales area in Outbound.
It’s much more common for e-commerce businesses to run Bottom of the Funnel campaigns and wait for sales to arrive.
With good paid media strategies, this is entirely possible. But one of the reasons e-commerce conversion rates (in terms of sales) are low is precisely the lack of lead generation efforts.
Selling without generating leads means selling with greater difficulty. It’s not necessarily that you’ll sell fewer leads, but your CAC will increase.
Sales Conversion
Here we’re talking about the most obvious conversion: completing a purchase. All e-commerce revolves around this moment.
But that doesn’t mean it happens automatically. In fact, as we’ll see throughout this text, e-commerce conversion is driven by a series of factors that cannot be ignored.
In fact, ignoring one of these factors, as we have seen, means that the sale simply does not happen. And since we do not have the data to phone database understand this point, we are left in the dark.
Some of these factors include:
- Site speed and mobile usability
- Trust at checkout (seals, reviews, clear policies)
- Competitive shipping and various payment methods
- Social proof and urgency (e.g. “3 units left”)
For example: a fashion e-commerce company increased conversions by 22% by adding a size chart with real customer photos.
The sale is the pinnacle of the journey, but it requires constant micro adjustments, mainly with a focus on CRO (Conversion Rate Optimization) .
Conversion into Repurchase
This conversion is one of the biggest signs that the experience was good — and that the customer would trust your store again.
Repurchasing is not completely ignored in e-commerce. In fact, it is a fundamental part of the Marketing and Sales Funnel .
The issue is that repurchasing is often left a little bit behind in Funnels. And that is enough to prevent it from occurring to its full potential.
The main way to ignore repurchase is to ignore that e-commerce customers can also have LTV — Lifetime Value.