How to Optimize the Conversion Funnel in your Magento Webshop?

January 25, 2018 Written By Hemant Parmar

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illustration of magento conversion funnel

Magento is an elite shopping cart that offers all the features, functions and facilities a company or an entrepreneur needs to run the course of its business into profitability. It’s fast, secure and compatible with a diverse range of applications, platforms, and devices. What proves Magento’s epicness you might ask? Well, only „small companies” like Samsung, Nespresso, Olympus or Ford. But worth to note that Magento itself cannot accomplish your online business goals.

In a nutshell: It is a valuable activity for the company that is implemented by the user through your website or through your application.

Consequently, conversion does not only apply to earnings. You can differentiate these conversions, taking into account the goals of your business. So the question arises as to what criteria you can classify them?

The answer lies in micro- and macro conversion

In an online business, such as a webshop, a lot of data is accumulated every day, and we differentiate between micro and macro conversions in terms of the importance of our goal.

But how can you decide what counts as micro or macro?

It depends on what’s the main purpose of the website and what goals you set up in the stages of your conversion funnel.

Micro Conversion is a series of steps that have the ultimate goal of implementing macro conversion.


  • banner reach
  • minimum time spent on the blog
  • newsletter signups
  • video views
  • PDF downloads

This leads to the conclusion, that the goal of a macro conversion can be:

  • paid subscription
  • clicks on advertisements
  • transactions
  • donations

Here comes conversion optimization in the picture, which is one of the longest marketing processes. With its help, you can save a lot of money when it comes to marketing communication. In a lot of cases, it’s enough to do minor adjustments, such as:

  • new, different message
  • different shaped, colored CTA
  • A/B testing

Stuff that helps you to Increase your Conversion Rate:

Pleasant User Experience:

No matter how useful a site is, if your visitors can not find what they are looking for or are not able to choose from the options offered, there is a good chance they will leave the page even if they have been there to make a purchase. There are special website analytics tools, that help you boost your conversion rates by collecting valuable visitor insights for you. This way you are able to make decisions based on real-time user interactions.

  • A Landing Page: Conversion Optimization starts when the visitor arrives at the landing page. High click-through rate for your ads is not worth it if you are unable to grab the attention of the visitors here with a well placed CTA, form or boxes.
  • The product page: have a gallery created by powerful extension with decent amount of white-space, high-quality 360-degree product photos, and exact descriptions.

Product Descriptions

  • Loading Speed: Beyond the content, there is also an important technical factor that greatly influences the visitors’ decisions: speed. The speed of page loading is by no means even more important to Google. It basically affects the conversion rate on how fast web pages are loading. It is generally accepted that the site around 2 seconds should be loaded to avoid losing potential buyers for this reason.

Loading Speed

  • Search box: Best of all, if the search engine itself works fine. Improve Magento website search functionality with Instant Search and Suggest.

Optimizing the Checkout Process

It’s a half-hit when a visitor has placed the product (s) in the basket, but we still cannot lay back. Not considering the human factors (which we could write a stand-alone entry) the overall outcome can depend on the simplicity and speed of the checkout process.

Do you know what percentage of your visitors leave your purchases during checkout? If not, then it’s time to set up conversion channels in your web analytics software.You can find the solutions. Maybe you should optimize the checkout page with all steps in once or even you may let customers check out with products from only one seller in the marketplace, it will bring more benefits for both you and customers as well.

Recommended: Checkout Page Strategies to Improve your eCommerce Site Conversion Rates

When planning your funnel you have to keep three important goals in mind.

Not to be more complicated than necessary, with as little effort as you can, with the least amount of data you can get to the visitor.

This includes purchases without registration. Visitors hate to fill out forms, and confirmation e-mails. It won’t do any good if you start bombarding them with requests. Imagine the following scenario:

  • You want to order a pizza online.
  • You are hungry. Very hungry.
  • You choose the pizza of your dreams and proceed to checkout, but you have to register and click on the confirmation e-mail instead of just being able to enter your name, contact info, and get things going.

Wouldn’t be great to just register while waiting for it to arrive?

If you follow the movement of visitors on your website, it is certain that many people stall and think twice when facing a registration form. In the worst case, they leave the website. This leads to a huge side hole in your conversion funnel. Unless the registration is essential, you can provide an option to complete a checkout without it. If your customers are satisfied with the service, believe it, they will return and voluntarily register to the site.

However, when registration is a requirement it is important to always indicate which fields are mandatory. This is generally accepted as * (preferably in red). If possible, apply immediate validation for filling each field, but it’s important for the error messages to be clear and as close as possible to the faulty field.

It is a basic, yet expected function, to copy the billing address to the delivery address so the customers do not have to duplicate the same thing twice when making a purchase.

Speaking of payment, it is also very important for the customer to be able to choose from as many payment methods as possible and find the preferred one among them.

Recommended: Alternative Payment: A Stairway to Glorious Conversion

Do not lose customers just because there are not enough options for online credit card payments.

Customer Journey Mapping:

The ultimate goal of a business is to understand customer behavior. This requires the comprehensive analysis of the journey and the funnel. How did they find the website, what were their actions leading to a sale and how did they transform from a lead to a buyer? You also have to understand what content made them become leads. Create different types of contents for different types of customers and funnel areas.

Collecting data the smart way is an option.

To make your life easier and bypass guesswork, there are tools that let you track visitor activity. These include solutions such as mouse movement tracking, segment heatmaps, click heatmaps, funnel optimization and more. These online platforms provide a great and simple way to track customer pain points and to see where changes have to be made to better retain visitors throughout the process.

This engine provides a lot of plugins on a silver plate. You can compare Magento’s marketplace to Aladdin’s cave where you can choose from free or paid content. Capturly’s plugin allows you to overhaul your Magento based eCommerce store with the power of visual analytics. This way you can make sure, that every piece is where it should be.

Dynamic Search Ads:

Dynamic Search Ads or DSA for short is one of the most rewarding and profitable Google advertising forms for webshops as it does not require you to search for new keywords per product or to write ad text. These are done by Google by assessing the text for your landing page and by creating a title bar for a user search. From the point of view of your online campaigns, it’s important to make a good ad, with quality (technical, content and user experience) and good conversational messages. Since the success of these campaigns is complex, it is important to have a thorough design and implementation on the landing side that can contribute to the increase in the conversion rate.

Remarketing Campaigns:

The most important step to becoming a buyer (or converting) is to communicate with users who are beyond a certain level of interest.

For your remarketing campaigns, you have two tools in your pocket. Google AdWords and Facebook.

Don’t forget about the returning customers. We can distinguish a special group of customers. Those who put products into the shopping cart but did not finish shopping. It is worth storing the contents of their cart, so if they return to the page later, they will not have to look for the desired products again. They may just need time to reconsider or wish to look around elsewhere before making the decision. Make it easier for them to keep the contents of the basket for at least 2 weeks.

Once they’ve completed the purchase, they can be offered to register at the end of the purchase. That way, they can buy more conveniently and faster with their data without re-entering them next time. For recurring customers, of course, you can set up a lot of loyalty programs and discount schemes, but there are plenty of technical, content and marketing optimization options available in the base system. It is worthwhile to chew through these first and only to deal with the creation and implementation of relatively more complicated loyalty solutions.

Higher AdWords position won’t help you convert better!

It’s one of the biggest myths out there, that AdWords ads with higher positions automatically mean that you convert more people. The position itself means nothing and won’t lead to insane bounces in conversion rate. If you spend too much money and time on it while thinking that you got yourself a KPI you’re doing a mistake. In reality, you can have higher conversion rates at lower costs even when the position drops.

Keep in mind that every visitor and every web store is different; It is important that you measure the different levels of your conversion funnel precisely with a smaller number of items. Take your time and test every change several times, do not mix up the flow of the traffic, instead of separate the sources and test them one by one. Doing so will eventually lead to a well structured and balanced flow conversion funnel.

Moreover, you can follow the other addition tips to increase sales as well as conversion rate on your Magento eCommerce store also.

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