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“E-commerce is a powerful means to connect the unconnected to global trade”– Arancha Gonzalez

The importance of establishing indicators and develop metrics that allow us to improve conversion levels in e-commerce projects is complemented by the ability to execute practices. It includes taking advantage of the data obtained, in order to give greater clarity to the purchase process, eliminating obstacles and facilitating processes. It is always asssured that the focus placed 100% on the client.

Let’s check out some measures that we should consider to increase conversion levels in B2B and B2C e-commerce environments. Thanks to the digitalization! We can now easily execute this with various tools and techniques.

Identify, classify and qualify potential clients

A survey conducted by Invesp shows that 45% of online shoppers are more likely to buy from a site that offers personalized recommendations. To achieve this, it is necessary to identify potential clients,  recognize their interests, know their purchase motivations, detect needs, classify them, and qualify them according to various variables.

A recent report by Altman Vilandrie & Company revealed that lead rating increases conversions between 8 and 10%, and that the re-evaluation of customer maps can increase the conversion from 3 to 5%.

Develop omnichannel strategies

The key is to know the interests of each potential client in detail. You should never underestimate their priorities. Louis Columbus pointed this out in his article “Predicting The Future of B2B E-Commerce” published in Forbes magazine.

He reveals that B2B buyers expect a constant high-quality customer experience, across all channels.  Also, they are loyal to the companies that deliver excellence everytime.

Another study, the global survey named ‘Focused on the customer: The omninbusiness model on priorities for managers of the consumer goods sector’ that was developed and published in the year 2016 by KPMG, highlights the importance of the hyper-centered approach in the client.

It helps to detect demand in real time at the granular level, through the use of advanced data and intelligent technologies. It offers personalized products and analyzes, when, where and how the consumer wants them.

It is also necessary to remember that consumer preferences change more quickly than the response capacity of many large companies. (David Stangis)

Generate predictive communications

The use of data obtained from the interactions of each user in the e-commerce platform and integrated marketing channels allows generating push notifications. It promotes the sale of certain products effectively.

This type of communication provides a great opportunity to enhance business. For example, in B2C it would be a product that is scarce. On the other hand, in B2B it would be a product that is the part of the inputs that a company uses. However, it is highly demanded indeed!

This makes the thing difficult to obtain in the quantities required, and at that moment it is in stock. Its simply like anticipating the interests and needs of the client, based on the information that each user has.

In B2C, if a person is analyzing various travel options but he is not finalizing any of them, arranging some special offer depending on the location that he frequently seraces will definitely gear up the possibility of conversion.

In B2B, the platform could be anticipated when a company presents a greater demand for a particular product for seasonal reasons, to make an offer if it buys volume in advance, and thus be able to stock up.

Designing Methodology Of the Ecommerce Site To Boost Up the Convertions

While designing the e-commerce portal, it’s more than important to pay some extra attention to the home page. The home is the section that experienccces the highest traffic. So, it is essential to give this space the importance that it deserves. Being the letter of presentation of a web page, must keep a good impression to the visitor and make him feel attracted by the content. He should be comfortable enough to continue navigating through it.
Remember, there is no second opportunity to create a first impression. The homepage of your website will mark the opinion of the visitor. So, taking care of this is paramount. The better the first impression, the better the chances of conversion.

Considering this, focus on optimizing the homepage in order to achieve the highest possible conversion. If a company is not able to convert visitors in to customers, it is probably because it has significant shortcomings in its homepage itself.

Key elements of the home page

Let’s take a glance at the key elements that help to create a perfect homepage.


The header should be clear enough, direct and concise. With this, the client can get an idea about what the site will offer, without detours. Below it can be included a small description that complements the header. There,  it should be clearly explained what is sold, made, offered, etc. on your e-commerce site.

The text must be accessible to the potential client. Avoid any techs and jargons and over use of literic language.  Remember, the objective is to retain visitors and create the need to continue browsing.


You must introduce different primary CTAs (call-to-action) or calls that direct the customer to different important parts of the website that we want to highlight. These are usually located in the top or middle of the homepage.

You can also introduce secondary CTAs. It is quite effective to locate them at the bottom of the homepage. When visitors scroll, they have the option to visit them. Within the secondary call-to-action, it is convenient to keep a special space for the customer service channels (chat, telephone, Customer Area or login ….), profiles in Social Networks or the physical location of the business and more.

Images and Videos

As a picture is worth more than a thousand words, another very practical element is the introduction of a short video or images that show what is offered on the website. It must be of good quality and striking to become the definitive point to strengthen the process of visit or purchase.

The most important features of the services and products offered must be a part of the homepage itself.


Being humans, its our nature to seek references from other buyers before purchasing anything or pay for anything. Showcasing précised and positive opinions from satisfied customers will always increase the credibility of your business.

A good navigation menu is the best way to facilitate the visitor to wander the site in search of the content that interests them. So, the menu should be accessible, clear and user friendly.

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