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How can transactions in e-commerce be increased?

According to the A.T. Kearney's Global Retail E-Commerce Index 2017, the top five commerce markets to invest in are India, China, Malaysia, Turkey and the United Arab Emirates. The Index takes in account the market attractiveness, country risk, market saturation and time pressure. Online retail in India, for example, is expected to grow at a compounded annual rate of 30%, reaching 48 billion USD by 2020.

In order to get the most out of promising markets, the transaction rate plays an important role in an e-retailer’s success. Retailers use high resources to increase their visitor numbers – calculated in number of visits and unique visitors.

What is an e-Commerce Transaction?

An e-commerce transaction refers to the sale of products and services digitally. E-commerce transactions can be carried out both in B2B and in B2C.

What are visitors?

Visitors are understood as the number of people who have visited a website within a certain period of time (multiple visits included).

What are unique visitor?

This unit shows how many people visited the website during a period (multiple visits of one person are not counted).

One measure that often receives too little attention is the conversion rate. It describes the number of customers resulting from the number of visitors. Her are a few simple tips that will help increase your conversion rate and increase the online store's revenue.

Increase the seriousness of the online store

Online shops must be trustworthy and credible to the customer. This can be reinforced by, for example, the use of test seals, such as Trusted Shops. Customers should be able to order something with a clear conscience. The absence of direct customer contact increases the importance of having a reputable website. Other options besides check seals include free returns, money-back promotions and secure encryption.

Tips for usability optimization of the online shop

Of course, the online retailer can also play with the expectations of the visitors by presenting themselves as extremely innovative or hip. Another tip is to ensure that the customer can find his desired products or information as easily and quickly as possible. The goal is to achieve a product purchase without much effort. To this end, Call-to-Action buttons can be used.

Definition: Call-to-Action (CTA)

A Call-to-Action button causes the user to perform a specific action. It gives visitors orientation, confidence and security.

Success in e-commerce through a simplified purchasing process

A clear structure in the process of buying helps to keep the customer happy. For example, the number of clicks necessary to complete a purchase should be minimized. Also, the customer should not be faced with too much text. A good alternative is meaningful symbols such as e.g. the shopping cart for the shopping cart.

Secure payment methods for buyers

A customer wanting to complete an online purchase will be redirected to the selection of the payment method. Here, safety and custom have the highest priority for the buyer. Redirecting clients to external pages can be perceived negatively. If possible, the payment page should be integrated in the shop.

In general, it is important to make the entire payment process as transparent as possible. Therefore, a description of the articles, price details, total, currency and information about shipping costs and method should be clearly stated.

Finally, the company logo can be used on the payment page - this builds additional confidence. For this a white label gateway must be used.

Benefits of a white label gateway

The payment gateway is created in the design of the online shop (the brand). The customer does not have to leave the website. A change in design, which might arise suspicion, is evited. The online retailer also has the option of getting support from a payment provider or taking it into his own hands.


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