This article is for you if you have an e-commerce store or if you use your website to find clients for your services. Many companies have created a website simply because they felt they should have one. These sites are often unplanned, built by the first provider found, and certainly as cheaply as possible—without considering that a website can be your best salesperson, working from morning to night and always being there for the customer. Unaware that an investment in a website can pay for itself in less than a month and serve as the foundation for a future success story.

Due to a lack of knowledge and skills, most Estonian e-commerce stores have very weak sales figures despite significant traffic. One of the simplest metrics for measuring the effectiveness of an e-shop is the conversion rate—the percentage of visitors who make a purchase or send an inquiry. Did you know that a tiny jump in the conversion rate from 1% to 2% means doubling your sales?

  • Do you feel that your site gets a fair amount of traffic, but sales are lower than you hoped?
  • Do you notice that the average order value is low and customers leave after purchasing only one product?
  • Do you feel that despite a large advertising budget, your e-commerce store is not very profitable?
  • Are you eagerly waiting for inquiries and constantly checking if emails are actually coming through?

How much does that conversion rate increase actually grow revenue? Let’s calculate it together!

If a site receives 10,000 visits per month, the average purchase value is €65, and the conversion rate is 2%, it means there are 10,000 x 0.02 = 200 buyers. They make total purchases amounting to 200 x €65 = €13,000. By raising the conversion rate to just 3%, there are 300 buyers from the exact same traffic, and purchases total €19,500. At 5%, we are already talking about purchases totaling €32,500—without increasing advertising spend or traffic by a single cent.

The same calculation can be applied to inquiries. Suppose Meelis sells metal fences and his average sale is €6,000. Currently, 1,000 people visit Meelis’s website per month, and 2% of them—or 20 people—make an inquiry. Let’s pessimistically assume Meelis wins 2 out of those 20 quotes. Thus, his website generates €12,000 in sales every month. However, if Meelis had a very well-designed website, we could expect 10% of visitors to make an inquiry. This means that with the exact same traffic, Meelis could sell five times more metal fences—totaling €60,000. All because Meelis invested in quality branding and creating a website that works for him.

While Hable does not guarantee any specific results, all the above calculations are based on real and fully achievable outcomes. You could perform a similar calculation to understand whether your current situation is good or bad. If it already seems good, there is always room to strive for even better numbers.

A low conversion rate is simply the result of several tasks left undone.

To increase the sales effectiveness of your e-commerce store or website, you should start with the tasks that have the highest potential. Factors that we at Hable can improve include:

Branding refresh

We cannot stress this enough. We cannot build you a new website based on a 10-year-old style guide. It is simply not possible. We would not achieve anything significant, and you would be unhappy later. Fortunately, Hable’s clients are sensible and trust us, quickly realizing that at least a facelift is necessary. Although branding encompasses much more than web design, it is also a necessary foundation for creating a website. The fonts, color palette, and usage guidelines defined in a visual identity are always used when designing a website. At the same time, we have created several websites using high-quality brand books from our competitors. We do not stand in the way of quality and can create excellent web designs based on it.

Modern and contemporary web design

All websites created by Hable look high-quality and beautiful, and are worthy of their dozens of awards. This is for very simple reasons—we have talented and experienced designers, we do not use templates, and we always create all designs from scratch. Therefore, we can give every website or e-commerce store its own unique look that works specifically with that company’s vision and needs. According to a Stanford study, 75% of website visitors judge a company’s credibility based on its website design, and this takes only a few milliseconds.

Improving user experience

Good design is not only pleasing to the eye but also convenient for the user. By making website navigation clear and simple, we make the visitor’s experience smooth and positive. Buttons should clearly stand out from the rest of the content and be of sufficient size. Website text should be easy to read, and the site structure should be logically planned. A user should never be confused about which view they are currently in. Major actions, such as adding a product to the cart or updating the cart, must be followed by a clear message that the action was completed. These are just a few of the requirements that a good website should have.

Enriching product and service information

In an e-commerce store, customers want to examine a product as thoroughly as they would in a physical shop. This means the product must have high-quality images, a rich product description, and properly filled-out additional information. It would be beneficial to include matching products right away. Services should also be clearly described, and the service selection could include an FAQ section so that even the most common questions find answers. The more answers your site provides, the less you or your employees have to answer repetitive questions on a daily basis.

Clear and well-thought-out copy

In addition to a clear user experience, the site content must be clear, informative, and very well-written. At Hable, we use several different copywriters who can write high-quality, error-free texts according to the desired style.

Fast and optimized website

No website should take forever to load, and today there are several different technologies available to speed up the loading of even quite large websites. Images and videos must be compressed and optimized for different sizes. This ensures that moving between pages is fast and that the initial load does not drag on. If a visitor has to wait longer than 3 seconds, they start thinking about leaving.

Upselling and decision drivers

All possible sales boosters should also be implemented on the website. High ratings from buyers, which can be collected using various platforms such as Trustpilot or JudgeMe, send a very strong purchase signal. We definitely recommend highlighting related products for cross-selling and products from the same series for upselling. Products can offer personalization or gift wrapping in the shopping cart.

The website investment pays for itself

Once the aforementioned work is completed, we can expect a multi-percentage increase in the conversion rate. Depending on the volume of sales, the increase could be €10,000, €100,000, or €1,000,000—there is no ceiling in e-commerce. The price range for a website averages between €10,000 and €20,000, depending on the work performed, the size of the site, and its functionalities. For a medium-sized e-commerce store, the update pays for itself in just a few months.

There is a chance that your competitor hasn’t read this article yet, and today you have a strong advantage to take all this knowledge and let us build a much better solution for you. Let’s start with a simple free consultation—we will look at the current situation and provide a direct and honest assessment of what could be done better. Together, we will review the possibilities and solutions and discuss the price and the project schedule. We can also review your e-commerce or website analytics together and identify the numbers you are currently operating with. This way, there is an immediate point of comparison to measure the new solution against later. Contact us.