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June 8, 2017

How to turn browsers into buyers on your ecommerce website

Picture the following scenario: You’ve got great products, a powerful ecommerce platform and you’re achieving high levels of traffic. So, what’s the problem? Your conversion rate is low and you want to turn more of your browsers into buyers. We’re here to help!

Space 48’s Head of Insight, Oliver Lees, outlines his key tactics for turning browsers into buyers and discusses the common consumer pain points preventing conversions in ecommerce:

Key reasons why browsers fail to convert

Portfolio and products

In ecommerce, Amazon is often the measuring stick for user experience and nurturing customers throughout their journeys. Amazon’s tactics are highly focused on the customer’s next purchase. If a consumer has recently viewed a product, added something to their basket, or made a purchase, Amazon presents them with other relevant products that they might be interested in buying. The key is to keep browsers and customers in the buying mode. Utilise your portfolio and retarget existing customers with relevant products, on your website and via retargeting ads.

Acquisition rather than conversion

Are your campaigns too focused on customer acquisition rather than on conversions? You may need to refocus your intent. Let’s imagine you’re a sports retailer and you’ve got AdWords search & shopping campaigns running. You need to ensure you are not focusing too heavily on volume of visits via more generic keywords such as “Nike trainers” or “Adidas trainers”. Instead build out your campaigns with more specific, long-tail keywords, like “Mens Black Nike Air Max 90” or “Women’s Pink Adidas Gazelle”, which are more focused and effective at achieving conversions over volume of visits. This includes shopping campaigns too, as the more generic keywords can be added as negatives if they’re not driving conversions at the correct ROI.

The more generic keywords are undoubtedly still of value to many retailers, but are more likely to build awareness rather than start journeys that turn browsers into buyers. So, if your budget is limited, put your budget where conversions are most likely.

Proposition and deliverability

Ensure your proposition is aligned with your audience and that your prices are competitive. Try to avoid giving consumers any reasons not to make a purchase. Here are some of the key reasons that will prevent customers converting:

  • Lack of stock
  • Lack of nurturing during the customer journey
  • Poor deliverability – not matching expectations
  • Page loading speed
  • No incentives, gifts or offers – free delivery thresholds, etc
  • Friction and barriers in checkout process
  • Transparency – poor customer experience/service
  • Consumer knows they can get the same products significantly cheaper on other sites

Flashy visuals and good products won’t guarantee you success if your proposition, deliverability and customer service aren’t up to scratch. Consumers will lose patience and shop elsewhere!

Common customer pain points on ecommerce stores

Here are the most common customer pain points stopping browsers becoming buyers:

  • Cost of delivery
  • Product offers positioned in the wrong place on the website
  • Only showing delivery fees or extra charges at the end of the checkout process – don’t disappoint consumers at the final hurdle!
  • Disparity of details in promotional ads to the reality of deliverability (e.g. a big 50% clothing offer let down by the product only being available in XXL or XS)
  • UX journey doesn’t match consumer expectations, i.e. browsers taken around in circles on the website or “add to basket” doesn’t work
  • Website continuity/expectations not met on mobile devices and tablets

The overriding message is to offer customers value, continuity, consistency and a smooth journey to purchase, throughout your website and in promotional activities.

Our top tips for turning browsers into buyers

We’ve compiled 8 top ecommerce strategy tips to help you turn your browsers into buyers and increase your website conversions:

1) Ensure accuracy in your content and continuity across channels and devices
2) Keep your ads updated to deliver a true reflection of your inventory
3) Meet consumer expectations – research your own specific customer pain points and address them
4) Automate processes – ensure stock reflected on your website is relevant and accurate
5) Be competitive and deliver value and transparency
6) Be consistent throughout the customer journey
7) Reduce the number of clicks for browsers, especially during the checkout process –
Magento 2 enables guest checkout as default and existing customer recognition
8) Work hard on brand reputation and customer trust – customers will forgive minor frustrations if they respect your brand and its customer service

As a Magento development agency, we recognise the capabilities of Magento 2 for improving ecommerce website performance and customer experience. This powerful platform boasts super-fast page loading speeds, a streamlined checkout process, user-friendly admin and vast customisation. These qualities, along with improved site search and split-testing features, enable ecommerce developers to reduce the frustrations that prevent customer conversions.


The key to turning browsers into buyers is creating a smooth and relevant route to purchase and removing barriers and inaccuracies. Most importantly, merchants should aim to deliver transparency and consistency throughout customer journeys.

Space 48 is an ecommerce consultancy specialising in Magento development and Magento 2 websites. Our expert Magento developers are experienced in ecommerce development, creating award-winning websites for top brands. Find out more about the massive impact Magento 2 can deliver for your business by downloading our free CEO’s Guide to Magento 2.

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