Optimize your conversions with the structure of your website!

5 steps to optimize website conversions

When it comes to succeeding in the world of e-commerce, it is essential to adopt a strategic approach to attract and convert visitors into customers. One of the key elements of this approach is the structure of your website. A well-designed and organized structure can greatly influence your sales funnel, making the user experience smoother and maximizing conversion chances through effective techniques.

In this article, we will explore in detail how the structure of your website can positively impact your sales funnel and advise you on the best practices to adopt for maximizing conversions.

1. Understanding the Sales Funnel

To succeed in online commerce, it is essential to grasp the concept and workings of the sales funnel. The sales funnel is the journey a visitor takes from their initial interaction with your website to making a purchase, as well as the subsequent steps to encourage loyalty and referrals.

  1. Awareness stage: This is when visitors first discover your website, whether through search engines, advertisements, recommendations, or other marketing channels. The goal at this stage is to capture their interest and encourage them to learn more about your company and offerings.
  2. Consideration stage: At this stage, they begin to explore in more detail what you have to offer. They may browse your product pages, read descriptions, check ratings and reviews, and compare your offerings with those of your competitors. The goal here is to maintain their interest and generate a desire to learn more about your products or services.
  3. Purchase stage: This is the moment when visitors are ready to make a purchase decision. They have evaluated different options available and are on the verge of making a choice. At this stage, it is essential to provide clear and compelling information about the benefits of your products or services, reassure visitors about their decision, and encourage them to take action.
  4. Retention stage: It is important to implement strategies to retain your customers and encourage them to return for future purchases. This may include offering excellent customer service, personalizing the shopping experience, sending follow-up emails, establishing loyalty programs, etc.
  5. Advocacy stage: When you have succeeded in retaining your existing customers, they become your ambassadors and can recommend your brand to their friends, family, and colleagues. Referral is a powerful marketing tool because satisfied customers are more likely to positively influence others and generate new business opportunities.

Read also : → I want to learn more about the customer journey.

2. The foundation of the Sales Funnel: An intuitive website structure

A clear and intuitive navigation is crucial to guide visitors smoothly throughout the customer journey. It highlights products or services in a clear and appealing manner, with detailed descriptions and impactful visuals.

This structure also includes well-positioned and compelling calls to action (CTAs), along with intuitive navigation featuring clear menus and an effective search bar.

A. Simplify and facilitate navigation

The organization of your content plays a crucial role in the structure of your website and its impact on your sales funnel. A clear hierarchy makes navigation easier for users and guides them through the buying journey.

Also, ensure that your content is presented hierarchically, using headings, subheadings, and paragraphs to structure your pages and make the content easily scannable. A clear structure enhances readability and understanding, encouraging visitors to stay longer on your site.

  • Grouping your products or services into categories and subcategories

This logical organization makes it easier for visitors to search and prevents them from getting lost on your site. To achieve this, you can use consistent navigation menus that allow users to easily switch from one category to another.

  • Using dropdown menus and intuitive icons

Incorporating dropdown menus helps avoid clutter on the site and creates a certain level of interactivity with the user. We recommend adding intuitive icons to simplify navigation and facilitate access to different sections of your site, ensuring that your visitors quickly find what they are looking for.

  • Integration of an effective search bar

To facilitate and speed up your visitor’s search for specific products or services, it is highly recommended to include search bars. Autocompletion and search suggestions can enhance the user experience by saving time and encouraging conversion.

  • Smooth navigation

Did you know that 40% of visitors leave a site if it takes more than 3 seconds to load? Having a fast and efficient website is crucial to increase your chances of conversion. Therefore, ensure your site performs well in terms of speed, image and video size, smoothness, absence of pop-ups or intrusive ads, etc.

B. Create attractive and compelling landing pages

By highlighting the key elements of your sales funnel, you maximize their visibility and impact. An appealing visual design is essential to capture visitors’ attention and encourage them to stay on your page.

We also recommend incorporating accessibility recommendations for people with disabilities, provided through WAI-ARIA and WCAG standards, to ensure that your landing pages are inclusive and accessible to all users.

  • Importance of visual elements to capture attention

Use a clean and balanced layout that guides visitors’ eyes to key elements on the page, such as images, headings, and CTAs. Utilize white space to improve readability and avoid a cluttered appearance.

In line with your visual identity and graphic design, employ a harmonious color palette and legible fonts to reinforce your brand’s consistency.

  • Add high-quality visuals

Incorporating attractive and high-quality images is recommended to complement your written content and reflect your brand’s identity. You can use product images, graphics, videos, or infographics to visually enhance your messages.

Using appealing banners or frames can be a good opportunity to promote special offers or promotions.

  • Crafting compelling headlines and descriptions

Eye-catching headlines are essential to capture visitors’ attention and encourage them to continue reading. Your headlines should summarize the page’s content while using relevant keywords to optimize your SEO and facilitate visitors’ searches.

  • Encouraging action with Call-to-Action (CTA)

Encourage action by strategically placing buttons on your pages to prompt conversions: at the top of the page or at the bottom. Use color contrasts and engaging text to draw visitors’ attention. Employ action-oriented verbs like “Buy Now” to create a sense of urgency or use the first-person perspective for greater engagement, like “I Sign Up.”

3. Sales Funnel Optimization: Conversion as the Goal

The objective of sales funnel optimization is to identify weaknesses, optimize key stages, and improve the conversion of prospects into customers. Let’s explore various techniques and strategies to streamline the buying journey and optimize your sales funnel.

A. Elaborate and Compelling Product Pages

When a user visits a product page, they are looking for detailed and persuasive information that will reassure them and help them make a purchase decision.

  • Detailed descriptions and attractive visuals

Your informative content, such as product descriptions, should be clear and concise. Present the benefits, features, and added value of your product, service, or content, using persuasive language to encourage visitors to continue their journey.

If your products require it, provide precise details about their technical specifications, usage recommendations, etc.

Integrate high-quality visuals or videos so that your prospects can see your product from different angles or in practical use.

  • Adding customer reviews and testimonials to build trust

Approximately 85% of buyers (Ifop, France) consult customer reviews before making a purchase. Testimonials have a strong impact on conversion since they build trust and can reassure visitors, encouraging them to make a purchase.

Creating a section with frequently asked questions related to an item or your company, in general, can be beneficial.

  • Placement of the “Add to Cart” button

The “Add to Cart” button should be prominently displayed and easily identifiable on your product pages. To incentivize purchases, you can indicate remaining stock, the time left for quick delivery, or ongoing promotional offers.
Read also : → Create a successful Landing Page and increase your conversion rate!

B. Simplification of the Checkout Process

Simplifying the checkout process is a crucial element in enhancing the online shopping experience and encouraging visitors to make a purchase. When the checkout process is complex or cumbersome, customers may feel frustrated and abandon their purchases. By reducing and streamlining the checkout process with these recommendations, you increase the likelihood of buyers completing their purchases.

  • Reducing payment and information entry steps

To achieve this, group all necessary information on a single page so that your customer can quickly visualize the entire process and fill in payment and shipping details more efficiently. If a customer is already logged into their account, automatically pre-fill the payment and shipping information associated with their profile to make the process faster and smoother.

In the same vein, minimize the number of mandatory fields in the payment form, requesting only essential information: card number, expiration date, and security code.

  • Secure and diverse payment options

Before proceeding with payment, your buyer needs to feel secure, so ensure the presence of a secure connection (HTTPS) to protect their sensitive information.

Offer them diverse payment options, such as credit/debit card payments (Visa, Mastercard, American Express, etc.), electronic wallets (PayPal, Apple Pay, Google Pay, etc.), or, in some cases, cash on delivery, clearly stating the conditions and any applicable fees.

  • Order summary

clear order summary, including any additional fees, is essential to avoid misunderstandings and provide a transparent experience. It should mention:

  • The items selected by the customer, including quantities, unit prices, and the total amount.
  • Delivery fees and other additional charges, such as taxes or processing fees.
  • Options for modifying the order, if available, such as changing quantities, adding or removing items, changing the delivery address, etc.

This summary allows the customer to review and verify their order easily before finalizing it.

4. Beyond the Purchase: Foster Engagement and Loyalty

When it comes to building long-lasting relationships with customers, engagement has become the key to fostering loyalty. Whether through high-quality content, appealing reward programs, or exceptional customer service, discover how to create positive and personalized experiences to keep customers interested, retain their loyalty, and encourage them to recommend your business.

Do you want to succeed in your marketing strategy and achieve your business objectives?

→ Discuss it with our specialists

A. High-Quality Content to Maintain Interest

When users find informative, relevant, and captivating content, they are more likely to engage by visiting your site regularly, following your company on social media, and recommending you to others.

  • Creating or maintaining a blog

By publishing high-quality articles on your website through a blog or news section, you can keep your visitors engaged even after their initial purchase. By regularly updating your blog and sharing topics that align with your target audience’s interests, you can encourage them to return to your site and explore more of your products or services.

Read also : → How to create your Buyer personas?


  • Providing resources

Offering instructional manuals, usage guides, FAQs, and other resources to help customers make the most out of their purchases, you can offer classic content, downloadable formats, or instructive videos like tutorials for better comprehension. Moreover, by sharing this content on platforms like YouTube, you can gain valuable organic visibility, attracting potential customers during their consideration phase.

This can also be an opportunity for upselling or cross-selling by recommending complementary products based on previous purchases.

  • Sending newsletters and personalized emails

Having your customers’ email addresses allows you to maintain contact through newsletters, keeping them informed about your updates and offers. You can also share special deals, updates, or exclusive content through personalized emails, which fosters loyalty and encourages recommendations.

Automation can thus be a good strategy to re-engage your “inactive” customers.

Read also : → Everything You Need To Know About Email Automation

B. Creating a Customer Account and Rewards Programs

Providing your customers with a personal space where they can manage their information, orders, and preferences creates a personalized experience and strengthens their connection with your brand.

  • The possibility of creating an account

Offering your website visitors the option to create an account opens up an opportunity for personalized follow-up, which promotes engagement and customer loyalty. Here are some important points to consider:

  • Collecting relevant information: By obtaining names, email addresses, preferences, or interests, you can better understand your customers and personalize their experiences on your site.
  • Order tracking and purchase history: Users can track their past orders and review their purchase history, making it easier to repeat previous purchases or facilitate customer service support.
  • Personalized recommendations: Analyzing customer account data allows you to offer personalized recommendations based on their preferences and previous purchases.
  • Reward programs to encourage repeat purchases

Reward programs are effective incentives to strengthen customer loyalty, achieved through:

  • Points systems exchangeable for discounts, gifts, or other benefits. This creates a sense of commitment and excitement, encouraging customers to continue buying from your company.
  • Loyalty tiers based on the total amount spent by a customer. As they reach specific thresholds, customers can enjoy additional benefits such as exclusive discounts, early access to sales, or premium services.
  • Referral and recommendation incentives to encourage customers to recommend your business to their friends and family, with special discounts or gifts as rewards.
  • Quality customer service

Customer service is often the only point of contact between a customer and a company, so it must be impeccable. Especially when customers contact customer service, it’s often due to a complaint requiring after-sales service and, therefore, a certain level of dissatisfaction.

Firstly, make it easy for them to reach you by providing various communication channels: live chat, email, phone, or social media.

Secondly, to meet customers’ high expectations during these interactions, your response must be prompt and efficient. A responsive and attentive customer service demonstrates that you care about their satisfaction.

  • Proactively Resolve Issues 

Finally, don’t just react to problems reported by customers but identify potential issues before they lead to dissatisfaction. By implementing internal processes to proactively resolve issues, you can enhance customer satisfaction regarding their shopping experience.

Encourage customers to share their feedback and improvement suggestions, allowing you to continually enhance your customer service and adjust your offerings according to their needs and expectations.

5. Analyze and Iterate

Once your website is in place with an optimized structure for your sales funnel, it is crucial to continue analyzing and iterating to improve your performance, thanks to:

  • Data analysis: To understand user behavior, identify weaknesses and obstacles in your sales funnel, and implement continuous improvements. Utilize web analytics tools like Google Analytics to collect data on user behavior. Analyze key statistics such as bounce rate, average session duration, most visited pages, and conversion rates.
  • User journey analysis: Identify pages where visitors tend to lose interest or abandon their shopping carts. This can indicate design issues, navigation difficulties, content problems, or user-friendliness concerns.
  • Monitoring feedback and user input: Gather valuable insights into encountered issues, navigation difficulties, or improvement suggestions from user feedback. Use surveys, feedback forms, or chatbots to encourage users to share their opinions.
  • A/B Test development: Evaluate different variations of your website, layout, button colors, CTA texts, or other elements to determine what works best in terms of conversion rates.
  • Market Evolutions: Trends in your industry, as well as consumer needs, expectations, and preferences, evolve over time or in response to events. Stay updated on these changes to adapt your website and strategies accordingly.

Do you want to effectively implement your data collection strategy and achieve your business objectives?

→ Discuss it with our specialists


The structure of your website plays a crucial role in the effectiveness of your sales funnel. By understanding the stages of the sales funnel, prioritizing your content, optimizing the user experience, and continuously analyzing performance, you can maximize conversion rates and achieve success for your online business.

Remember that every business is unique, and it is essential to tailor these recommendations to your specific situation. Experiment, test, and iterate to find the best practices that work for your target audience and align with your business objectives.

If you are seeking specialized expertise in digital marketing and sales funnel optimization, Eminence is here to assist you in this endeavor. Contact us today and discover how we can collaborate to build a strong website structure, deliver an exceptional user experience, and optimize your sales funnel for optimal results.