Optimizing eCommerce for higher sales conversions

2022 06 January
12:00 pm Pacific / 3:00 pm Eastern

Optimizing eCommerce for higher sales conversions

Are you looking for ways to increase your eCommerce sales? Learn tips to optimize your eCommerce site so you can get more customers, make more sales, and recover lost revenue from abandoned online shopping carts. We’ll discuss how to convert browsers into buyers by using the right language on your site, what types of images work best in different situations, why online chat matters in the customer experience, and why it’s critical to test everything.

You’ll learn what tools are available for tracking your site’s performance and how to use them effectively. Plus, we’ll reveal some common mistakes businesses make regarding their online presence and how they can be avoided.

You don’t have time or resources to waste on ineffective marketing strategies, so learn from experts about eCommerce conversions with proven techniques that work!


  • Analytics on your website is key to getting quantitative and qualitative data on products, conversion funnels, and where traffic is coming from. It’s imperative to understand WHO is engaging with your site.
  • Getting a customer online gives you more data on your customers, i.e., email, platforms they use, etc.
  • You can have a high-level look at conversion to determine what customers add to online shopping carts vs. actual sales to eliminate “friction points” where are they stopping that prevents the final purchase.
  • Define what you want your conversion to mean for you—signing up on an email list, creating an account, signing up for a loyalty program, actual buying, etc.
  • Give online customers all the information they need to make a buying decision and feel confident that they made the right decision (what does it look like, texture, color, dimensions, what will it look like in my home, can I finance it). This will help with cart abandonment.
  • Customer Data Platform: helps you integrate customer data into your current database from online platforms.
  • Track the customer journey with your store through their first engagement through the website to email to purchase.
  • Keep customers active on your website by inspiring them with suggested products to prevent dead-ends. It will up the ticket and actual sale.
  • Have a chat feature on your site to answer customer questions and provide information to buy.
  • If you can, have dedicated salespeople to help with online/website/email responses. It can increase sales and lead follow-up and create brand loyalists.
  • Give them something on your site that they haven’t seen anywhere else. Don’t just throw out the same old manufacture pictures. Be unique!

Increase ticket size online by offering financing options and making all pieces in the room available to buy. They might have come for the sofa, but they buy the room if you inspire them with the look of an entire room


Justin Bowen – eCommerce Manager, The Great American Home Store

Justin is the eCommerce Manager of The Great American Home Stores and Outlets, based in Memphis, TN. He has been with the company for eight years since beginning their in-house web and marketing department. Over that time, Justin has been a part of every aspect of the company’s website, digital marketing, advertising, software solutions, and project management. He has spearheaded several digital renovation projects during that time, including one completed in October 2021. These included website re-platforms, multi-part systems integration, and enhanced customer communication software and MarTech solutions.

Victoria Markley – Sr. Consultant, FitForCommerce

Victoria has 20+ years of technology experience in digital transformation for B2B and B2C companies across various verticals. She has a deep knowledge of many commerce platforms and point solutions and a variety of program and process management tools. Victoria has helped organizations transform their digital ecosystems, streamline operational processes, spearhead program management, and provide executive guidance for organizations embarking on digital initiatives. She has worked with many brands and retailers across many verticals, including AGCO, BladeHQ, Cargill Salt, Casual Male, Chico’s, DocuSign, Gates Corporation, Kohl’s, Lake Champlain Chocolates, Oscar de la Renta, Proactiv, Strand Bookstore, Tata Harper, and True Value.

Leah Kirkland – Director, Outward, Inc.

Leah is the Director of Outward, Inc., an imaging platform for the home furnishings and decor industry. Leah has been in the home furnishings sector for over 20 years, working for various technology solution companies and helping retailers with their websites, digital catalogs, and ways to engage the customer on a digital level.