Tips to Optimize WooCommerce Conversion Rate

If you have an online store, you’re probably looking for ways to continuously increase your conversion rate. That’s one of the metrics that business owners focus on the most and for good reason. In this guide, we’ll show you different ways to optimize the conversion rate in WooCommerce and take your store to a whole new level.

This is a thorough and in-depth guide, so feel free to jump to the section you’re more interested in using the links below:

What is the Conversion Rate?

First, let’s define what Conversion Rate is. Simply put, the conversion rate is the percentage of your website visitors out of the total that complete a certain action or goal. Most people think of purchases when they think of conversions but this action or goal can be many different things depending on your business. Some of the most common examples are:

  • Clicking a button
  • Subscribing to your social media content
  • Subscribing to your email list
  • Purchasing a product
  • Filling up a survey form
  • Registering an account
  • And many others

Regardless of what the activity is, it is essential that you take the necessary steps so that your visitors complete this activity before they leave your website.

What’s the average conversion rate?

It’s hard to say because it depends a lot on the type of conversion you’re measuring. For example, a user is more likely to fill in a form than to purchase a product because the latter is a more involved activity and requires spending money. As a general rule, the more involved an activity is, the lower the conversion rate.

If we focus solely on purchases, there’s also some variation depending on the industry. However, as a general rule, most eCommerce stores tend to have a conversion rate of 2% to 3%. 

Why is Conversion Rate Important?

The conversion rate is one of the metrics that has a bigger effect on any online business. Considering that most stores only convert 2% to 3% of their visitors, imagine the impact a 0.5% increase in conversion rate can have. For most stores, it may mean increasing their sales by more than 20%!

By improving your conversion rates, you’ll boost your sales and revenue. And if more users are buying from you, it also means that they’re having a good shopping experience which makes them more likely to come back to your store.

How to calculate the Conversion Rate

The conversion rate in any WooCommerce or eCommerce store is calculated with this simple formula:

Conversion rate = [conversions / total visitors] * 100

As we’ve previously defined, the conversion value here is the number of visitors that completed a certain activity. For example, let’s say you had a landing page with a subscription form for your website. In this case, conversions would be forms submitted. If 20 out of 100 visitors filled in the form and submitted it, it means that your form had a conversion rate of 20%.

This data doesn’t necessarily tell you the whole picture. For example, if you didn’t set any limits to the form, the same user could have filled in the form 20 times. When looking at data and relevant metrics, always have a look at how things are calculated to make sure you’re not omitting any important detail that may change the meaning of the data.

If you want more information about your visitors and conversions for your website, you can use Google Analytics or another analytics tool.

Even if your conversion rates a good, you probably want to increase them even more. That’s why in the following section, we’ll have a look at some tips and measures that you can apply to boost your conversion rate.

Tips to Optimize WooCommerce Conversion Rate

Depending on the type of product or service that you sell, this process can vary but for most online stores, optimizing the WooCommerce conversion rate involves creating a funnel composed of multiple steps:

  • Visitors are more aware of what product/services you provide
  • Customers have more interest in your products and choose which ones they would like to buy
  • Customers purchase your product without any issues with the payment or the after payment process

These 3 stages are called Discovering, Choosing, and Purchasing products on your WooCommerce website. Now that we have a better understanding of that process, let’s see what you can do to optimize your store and improve your conversion rate.

1) Clear and Attention-Grabbing CTA (Call to Action)

optimize woocommerce conversion rate - call to action

Let’s start with one of the key essential items that will help you in converting visitors, the Call to Action (CTA). Call to Action elements/buttons have to grab your customer’s attention and request them to do a certain action. If users are guided to perform your defined task, they are more likely to perform it or finish the process.

To make sure that you have the highest conversion rate, you want to use clear CTAs as much as you can. On top of that, you should make sure that your CTA buttons are hard to miss but also fits with your content and design. Make them as clear as possible to encourage users to perform the action you want. Reminder pop-ups, landing page pop-ups, and intent pop-ups also benefit your WooCommerce store.

To create the best CTAs, always use a verb and describe the action as best as possible. For example, “Get discount”, “Invite friends”, “Book now” are excellent CTAs because they clear and invite customers to perform an action.

While creating your Call to Action elements, you should focus on:

  • Customizing your CTA elements to match the rest of your website
  • Making sure that the tone of your CTA is suggestive but not forceful/aggressive
  • Ensuring that your CTA colors and design are attractive and as eye-catching as possible to grab your visitor’s attention

2) Customize the Checkout Page

Another great way to optimize your WooCommerce conversion rate is to customize the checkout experience. The easier it is for your customers to buy your products, the less likely they are to abandon the purchase process. Optimizing your checkout is not only removing unnecessary fields but also improving the trust factor of your site.

It is extremely important that your customers feel confident about entering their payment details on your site to ensure that there are no risks involved and their details won’t be stolen.

You can do this in multiple ways:

Customizing your Checkout Field or Setting up a One-Page Checkout

optimize woocommerce conversion rate - one page checkout

Ensuring that your actual checkout form is optimized is crucial to reduce cart abandonment and boost conversion rates. You can achieve this by:

  • Removing needless fields
  • Adding specific form fields that apply to your business
  • Adding custom messages or announcements that help your customers
  • Including fees
  • Adding conditional fields that only appear when the shoppers select a certain option

Alternatively, you can consider setting up a one-page checkout. With a one-page checkout you can ensure:

  • Reduce cart abandonment
  • Shortened checkout process
  • Condensed checkout experience with all the necessary details in a single place

To learn more about this, check out our guide on how to customize your checkout page and how to enable a one-page checkout.

Integrating your checkout process with PayPal, Stripe, and other payment services

Customers are more likely to go through your checkout form and pay for your services if your checkout is integrated with PayPal, Stripe, and other payment services. As people generally trust and use these payment services, customers are more likely to go through with their checkouts if you integrate these services with your store. On top of that, they make it easier to handle refunds and other secure payment services.

That’s why we highly recommend you integrate your website with payment services like PayPal and Stripe. If you’re not sure how to do that, check out our step-by-step guides:

Adding Trust Badges

optimize woocommerce conversion rate - generate badge

Generating trust and security in your checkout experience is key to improve conversion rates. The purchase process must be trustworthy and the best way to do so is by adding Trust Badges to your checkout page. If you have payments from PayPal, Visa, Mastercard, Maestro, and so on enabled on your checkout, you can add a Trust Badge with a bit of code.

To do this, open your Theme Editor by going to Appearance > Theme Editor on your WordPress Admin Dashboard. Then, click Theme Functions on the right Theme Files sidebar and add the following code snippet to the editor:

add_action( 'woocommerce_review_order_after_payment', 'add_content_on_checkout' );

function add_content_on_checkout() {
echo "<img src='' >"; //add the image url in the src attribute

optimize woocommerce conversion rate - customize theme files

This will add a little Trust Badge for PayPal, Visa, and a few other payment services to let your customers know that you support payments using those platforms. To know more about the process, check out this post.

Remove Unnecessary fields from your Checkout Page

Another way to customize and optimize your shopping is by removing unnecessary fields from your checkout page. The fewer fields customers have to fill in, the faster the checkout will be, so you should get rid of everything that’s not necessary. For example, if you sell virtual products, you don’t need the shipping address of your customers. Similarly, unless you segment clients by city or region, you can also remove these fields and only keep country.

The easiest way to remove checkout fields is to use a plugin. Direct Checkout is one of the best ones. It allows you to remove and disable fields in a few clicks to simplify the checkout. And the best part is that it has a free version that you can use.

Similarly, you can also use Checkout Manager to make certain fields optional or remove them entirely. You can also remove the additional notes section or add a message before/after checkout.

There’s a lot more you can do with these tools. To learn about them, check out these guides:

Add a Quick Buy Button / Direct Purchase Button

optimize woocommerce conversion rate - direct checkout

Another smart way to improve your WooCommerce conversion rate is by adding a quick buy button on your WooCommerce products. You can add a direct checkout link or a direct checkout button that will take your shoppers directly to the checkout page instead of taking them to the cart. This makes the purchase process faster helping them to save time and boosting your conversion.

If you’re looking for plugins to add a quick buy button, have a look at this post. Alternatively, you can use WooCommerce Direct Checkout or alternative ways to integrate a quick checkout button into your WooCommerce products. You can learn more about how to do so in this tutorial.

3) Make It Easy for Users to Contact You using Customer Chat Services

Contacting your customer representatives and support staff should be a really easy task for your visitors. Whether your goal is to ensure that they purchase your products or just reach out to your team to request help for your services, you should make sure that your customers can get in touch with you easily. To do this, adding a website chat, preferably integrated with trustworthy messaging app services, can help you boost your conversion rates.

For this purpose, you can use a wide variety of chat plugins and chatbots that can either let your customers message you using Facebook, Telegram or WhatsApp or message you directly on your website.

If you’re looking for the right tutorials to integrate your website with a chat plugin, have a look at these guides:

4) Build Great Product Pages Designed for Converting Visitors

An attractive product page can have a significant impact to boost your conversion rate. A good product page should include great pictures of your product, clearly advertising the benefits of your products and services, and showing your products in action. Additionally, can include testimonials and show different partners or companies you’ve worked with for social proof.

Depending on the type of product/service you sell, you may also include details about them. This includes explaining how your products work, provide clear details about the specifications and provide relevant information for the user. To avoid making the product page too long, you can use galleries, videos, specification tables, and comparison charts to make it more user-friendly.

How to customize your Product Pages

It’s key that your product page is designed to highlight the benefits of your products keeping the end-user in mind. This means talking about benefits instead of specifications and making descriptions with the use the consumers will give the product.

Additionally, to stand out from your competitors, it’s important that you customize your product page and make it unique. Doing this using the default WordPress and WooCommerce options can be quite difficult. If you’re looking for a good place to start, we recommend you have a look at our guide on How to Customize WooCommerce Product pages.

In that tutorial, you will learn different ways to edit your product page using:

  • WooCommerce plugins
  • Theme customization and code snippets
  • Using Page builders and CSS

Additionally, if you’re looking for more ways to customize your product page, you’ll find these guides below useful:

5) Customize the Shop Page and Adding WooCommerce Shop Elements

optimize woocommerce conversion rate - shop page

Similar to the above, the Shop Page also serves you a lot in terms of optimizing your WooCommerce conversion rate. With an optimized WooCommerce Shop page, you’re looking for elements that highlight featured products and new/upcoming products to your customers. Creating urgency using limited-timed banners and sales deals is also a great way of generating interest.

Whether you’re creating product galleries or Featured banners or improving your Shop page’s SEO, we have you fully covered as well. Some of our great guides for optimizing your WooCommerce shop pages can be found here:

Additionally, you could also enable other measures to make your WooCommerce store much more optimized for conversion rates by adding unique shopping elements. This includes Mega menus, smart search options, adding social media icons, and more:

6) Reduce Cart Abandonment and Enable Cart Recovery

There will always be a chance that your customers will abandon their carts on your website, thus resulting in lost sales. There might be various reasons that can cause your customers to abandon their carts. Whether it be them finding better options or not being satisfied with the products they have on the list or even being annoyed with the shopping experience on your website; All of which you can improve.

However, our focus right now is to reduce cart abandonment. If your goal is to recover abandoned carts, you can use dedicated WooCommerce options and WooCommerce plugins to notify customers of their emails regarding their abandoned carts. You can use these plugins listed in this article and other accompanying tips to recover your abandoned carts.

The main gist of reducing abandoned carts, however, is to focus on the following points:

  • Improving your WooCommerce Checkout page.
  • Incorporating a customer service online chat.
  • Strengthing your Advertisement strategy.
  • Capturing Visitor’ emails.
  • Auditing the purchase process.
  • Clarifying all added expenses.
  • Adding customer testimonials.

All of these points and more are described in the article listed here and we’d highly suggest you go through it if you’re looking for ways to reduce cart abandonment and ultimately optimizing the WooCommerce conversion rate for your website.

7) Create Urgency and the Sense of “Need to Buy”

Creating urgency and building an advertisement campaign around it can help a lot with boosting your website’s lead generation. Limited items, giveaways, discount offers, sales campaigns, and social media campaigns all work to grab the attention of possible customers.

You can also design giveaway campaigns or social media events that work around your visitors/customers sharing your website or social media pages for bonuses. Tons of Ads and Customer targeting plugins like OptinMonster are designed specifically for this purpose and come with tons of extra added benefits.

For example, you could start a few Discount Coupon campaigns and let your customers enjoy additional coupons for sharing your products on social media. While this may or may not work like your desired result, doing it a few times lets you grab interesting data regarding your customers and how you can optimize future ad campaigns with this date.

Remember that the idea is to create urgency and have your customers act as fast as they can to so they don’t lose out on a possible chance. Identifying your customers and their desired benefits is crucial to your campaigns.

8) Upsell Existing Customers and Keep Them Engaged with your Products

optimize woocommerce conversion rate - cross sell

Keeping your customers engaged in your products and constantly providing them comparisons and better deals is key to keeping your conversion rate high. The point is to keep them engaged and capitalizing on ‘moments of need.’ Whether you’re slashing prices for better products and cross-selling other items or providing social proof to your customers regarding certain products; The idea is to create the idea of ‘Need to buy.’

Social proof works by giving your customers testimonials and direct quotes from other customers. This re-assures them that the product has worked for others. This gives you a higher chance of your customers buying the product.

Additionally, to ensure that you’re up-selling and cross-selling right, you need to customize your related products accordingly. We have our amazing guide here on how to customize related products. Follow this guide if you want to ensure the best conversion rate with your cross-sells and up-sells.

9) Have an Attractive Return/Refund Policy

Nothing provides better reassurance to your customers than an attractive and reliable return policy. If your customers have a guaranteed path of having their money returned to them. Thus, you need to create an adequate return policy that suits your business.

Studies suggest that the following points are key to having a return policy that attracts more purchases:

  • A good amount of refund period; ideally 30 days (depending on the kind of product you’re selling.)
  • Ease of refund process and high refund speed.
  • The refund process should be ideally free for the customers.
  • Easy to read the print label on your services/products.

So, if you want to optimize your WooCommerce conversion rate, you need to focus on all these points. To that extent, you can work on optimizing your refund policy as you go along. This includes :

  • Conduct regular testing and improvement of your products to ensure a low return rate.
  • Identify the common trends and patterns in your refunds and eliminate them accordingly.
  • creating clear product descriptions and refund labels on them.
  • Setting a period refund period that works specifically for your business. However, you need this time to be long enough for your customers to test and use the product.

10) Make Your Site Mobile-Friendly and Responsive

According to estimates, almost a third of retail sales come from mobile devices. Smartphone sales account for a large number of product sales on the Internet. Therefore, it is key for your website to be as responsive and mobile-friendly as possible. Whether you’re creating specific layouts for mobile users or menus designed perfectly for smartphones.

Comfort and speed while using mobile devices can be crucial to optimizing your conversion rate and ensuring that your visitors perform your defined activity without being put off by how clunky, slow or inconvenient your site can be on mobile devices.

To make your site mobile-friendly, you can take steps such as :

  • Using Responsive and Mobile-ready WooCommerce themes and personalizing them for mobile users.
  • Adding Mobile-friendly videos and sliders to generate interest/showcase products.
  • Using mobile-friendly mega menus that make website navigation easier.

11) Enable Options for Repeat Payments

Keeping your repeat customers and helping them repeatedly purchase products is one of the best ways to boost your conversion rate. There are always products that your customers will always come back for And props to you for creating/providing these products to them.

But, if you’d like to keep these loyal customers, you need to work on their experience on repeat buying too. These include not only providing lower prices for repeating payments but making the process of repeating payments as fast and convenient as possible.

So, if you’re looking for ways to repeat orders in WooCommerce then we have our perfect guide for you here.

Using this guide, you can find the perfect way to let your customers instantly repeat buy your products/services. Additionally, you can also check out our list of the Best WooCommerce Plugins to Repeat Orders if you’re interested.


And that ends our guide on How to Optimize WooCommerce Conversion Rate. Optimizing your Conversion rate is a major factor in how you can receive more customers and increase profits as well as retain older customers. Digital marketing can be a completely different playground with how much competition you are facing as well as how less the attention span can be on online platforms compared to offline shopping.

Thus, constantly improving your conversion rate and repeating the above-mentioned tips are necessary. Conversion rate optimization isn’t a do-once-and-forget kind of activity. It can be slow, gradual, and repetitive and a lot of it is just figuring out how these tips work for your business specifically. Trial and Error are key and you want to ensure that you collect all the data and information you receive from each successful/failed action for your business.

However, if you want an easier time and need some personalized tips, we’re always here for you. Leave a comment describing anything you’d like to know or learn about and we’ll fill you in. We love to help out our viewers and a bit of healthy conversation only helps us learn more. This includes any tips or suggestions that you can add to as well.

Similarly, if you’re looking for other ways to improve your WooCommerce business’s profits and receive more sales then we suggest you check out some of our other articles like: