Why does ecommerce conversion rate optimization matter?

Why does ecommerce conversion rate optimization matter?

Walmart.ca noticed that a large chunk of the traffic to their e-commerce website came from mobile devices, like tablets and smartphones.

Unfortunately, the page wasn’t optimized for mobile at all, resulting in 2 major problems.

The design was not great and the loading times gigantic. 2 proven revenue killers, because online, it has to be beautiful and fast.

revenue killers

This is what the redesign looks like:

revenue killers example

Walmart was able to boost loading times by about 35%. The design has been improved and holds up to modern user experience criteria. Furthermore, the website is now responsive and exactly fits itself to custom browser and screen sizes for different kinds of tablets and smartphones. Results were very positive for the responsive design. Conversions were up by 20%, mobile orders were up by 98%.


There are many "best practices" out there when it comes to CRO but, ultimately, you need to find out what your customers respond to, and what drives results for your business.

Follow these steps for optimizing your own website’s conversion rate:

  • 1. Calculate your conversion rate and compare it with the industry benchmark to check potential for improvement.
  • 2. Experiment with CRO strategies to discover what works for your business.

Read our other articles in our Series on Ecommerce Conversion Rate Optimization:

Lucent Innovation is a full-service Shopify web design and development company. We build eCommerce websites that are ready to sell, scale, and grow.-- 
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