Seasoned eCommerce Leaders Predict CRO Trends for 2024

The world of conversion rate optimization is constantly evolving. 

New trends emerge (think generative AI) and meld (conscious shopping) all the time. 

In this article, we'll take a look at some of the most important eCommerce conversion rate optimization trends to watch in 2024. 

17 eCommerce Conversion Rate Optimization Trends for 2024

1. Hyper-personalization 

AI tools became the most popular kid in the class for individualized experiences.

Here’s how to use CRO trend AI for a more enhanced shopping experience:

• provide highly tailored recommendations based on customers’ behaviors,
• implement dynamic pricing for different customers based on the demand for the product as well as the customer’s purchase history, browsing history, clickstream data, and competitor prices, and   
• enable an AI chatbot that can answer questions about the brand’s products and services, including product recommendations based on what it knows about your preferences, past purchases, or location. 

2. Voice search

Research shows around 45% of Americans use voice search technology as a part of their shopping journey. 

It’s part of the “awareness” stage of the marketing funnel, where shoppers are researching products and brands.

While using this CRO trend, keep in mind: 

Include conversational words and long-tail keywords in your product descriptions and copy. 

People tend to search through voice with natural language. 

For example, instead of “ergonomic office chair”, instead write “office chair with back support”.

3. Localized shopping 

While many shoppers are ready to shop from global stores, high shipping rates are one of the biggest obstacles.   

Surging demand and inflations across geographies can make it  

See how REN Clean Skincare lets shoppers choose a store site to ease their shopping experience: 

Here are some ways to use this CRO trend and localize your store’s experience: 

• Offer Accurate and culturally appropriate translations, 
• Displaying prices in the local currency,
• Providing popular local payment options, which may vary significantly between regions,
• Integrating cultural nuances in website design and copy, and
• Localize content, including images and product descriptions, to resonate with local audiences.

4. Social commerce

Driven by demand, social commerce is expected to grow 3X as fast as traditional eCommerce.

By using Facebook, Instagram, TikTok, and even Pinterest (and other platforms) to engage in the direct buying & selling of their products with customers, stores can break through the digital divide, increase awareness, drive traffic, and even improve conversions.

Combine two CRO trends - social commerce and video marketing. 

See how e.l.f. Cosmetics tapped into its potential to build campaigns and even grow it to virality.

They introduced a TikTok reality show—Eyes. Lips. Famous.—where three beauty enthusiasts had the chance to learn from the team and become their ambassadors of sorts.

They received over 3,000 entries, lots of social sharing, and plenty of user-generated content that they now use in their TikTok marketing campaigns.

5. Mobile accessibility

To back up this CRO trend, a study shows that 67% of consumers prefer using a mobile app to a mobile website. 

This way, shoppers can easily access product information, purchase items, and track orders within the app. 

A retail app also allows customers to constantly get notifications of new products, services, or promotions. 

Pro Tip 🚀

People with disabilities find it hard to access technology. For them, make the elements on the mobile app or website easy to find and use. 

6. AR and VR

A report shows customers who used AR during the session spent more time browsing and viewing more products compared to customers who didn't use AR. 

See how NARS has a virtual try-on feature on their product pages:

Before you jump on this CRO trend, outline your reasons:

• What goals do you want to achieve with AR/VR? (brand awareness, lead generation, or more sales)
• What’s the budget? (part of the advertising budget or will there be an ongoing maintenance cost) 
• Where do you want the AR/VR content to appear? (website, mobile app, ads)
• What’s the context of the activation? (virtual try-ons, social media engagement)
• How long will you run the AR/VR technology? (campaign-based, on specific product pages)

7. Virtual shopping assistant

Shoppers often get distracted, confused, or need a little nudge when completing checkout.

So, you don't want to leave them feeling stranded at those critical moments.

That’s where assisted eCommerce comes into the picture.

Enable assisted shopping throughout the buying journey to streamline customer experiences, making shopping more convenient and fun.

Make a human customer service agent available or use a chatbot to assist shoppers in real time and provide support without interrupting the experience.

Also, virtual assistants can guide them through their buying journey and provide hyper-personalized product recommendations.

The health and wellness brand provides helplines right on its uncluttered checkout page.

Shoppers can get instant help through these channels:

• Phone call
• Chatbot
• FAQ for self-assisted customer support

8. Humanized copy 

There’s a reason why Polaroid pictures and the 90’s fashion trended so much last year. 

Everyone is trying to get back a sense of human touch in this world of automation.  

So don’t fear the simplicity. 

This involves writing product descriptions, pop-up copy, and other website content in a way that is relatable, engaging, and tailored to the emotional and psychological needs of the target audience. 

The goal is to create a more personal connection with customers, making the online shopping experience feel more like an interaction with a human than a transaction with a machine 

See how Rave Coffee writes humanized copies:

Here are some tips for writing humanized copy in ecommerce:

• Use a conversational tone.
• Use active voice.
• Use personal pronouns.
• Use humor and personality.
• Be clear and concise.
• Avoid jargon and technical terms.

9. Subscription model 

Last year alone, the global subscription eCommerce market likely reached US$165.64 billion.

There are many benefits to using a subscription model for eCommerce stores, including:

• Generate recurring revenue 
• Increased customer loyalty with a consistent and reliable way to access products or services.
• Upselling opportunities on additional products or services.

See how Tokyo Treats even offers free anime merch with its snack boxes:

In 2024, if you're considering using a subscription model for your eCommerce store, there are a few things you need to keep in mind:

• Choose the right type of subscription model: There are many different types of subscription models, and the right one for your business will depend on your specific products or services, target market, and business goals.
• Set a fair price: The price of your subscription should be fair to both you and your customers.
• Offer a good value: Customers should feel like they're getting a good value for their money when they sign up for your subscription.
• Provide excellent customer service: Customer service is essential for any subscription business, but it's especially important for businesses that offer monthly or annual subscriptions.

10. Hybrid commerce 

Hybrid commerce is a CRO trend where the lines between online and offline shopping experiences blur, offering a more integrated and customer-centric approach.

While online commerce is booming, many shoppers still prefer trying out products or picking up products in-store to avoid additional costs.    

Similarly, allow customers to move fluidly between channels (e.g., browsing online and purchasing in-store).

Offer features like click-and-collect, curbside pick up, and buy online, pick up in-store (BOPIS).

11. User-generated content 

Younger generations like Gen Z and Gen Alpha care deeply about social responsibility. 

This translates to a demand for transparency and authenticity. 

Instead, shoppers crave real experiences and honest reviews.

Here are some tips for using UGC effectively in ecommerce:

• Make it easy for customers to share UGC. This can be done by providing a dedicated section on the website or encouraging customers to share UGC on social media.
• Promote UGC. Once you have collected UGC, make sure to promote it on your website, social media, and other marketing channels.
• Use UGC to improve your products and services. UGC can provide valuable feedback that can help you improve your products and services.

12. Product discovery 

An underrated CRO trend - many consumers search for new queries each month. 

This shows just how fast consumers are discovering new product types, brands, and features. 

Further research shows that:

- 70% require users to search with the same product jargon the site uses

- 22% of websites don’t support search queries for a color variation 

- 60% don’t support thematic search queries, such as “winter inners” or “pool chair.”

- 84% don’t handle inquiries with subjective qualifiers such as “expensive” or “best quality.”

See how Lush utilizes tags on each product page to speed up the buying experience.

Use predictive analytics to anticipate customer needs based on past purchases, search history, and browsing behavior.

See how Open Spaces does it:

13. Video 

Consider this common scenario – open your Insta DMs. 

Now count the number of videos you have received.  

It would be safe to bet that your friends have shared a video about a unique product or a product that aligns with your interest. (maybe it’s your favorite merch or sought-after trending product)  

Even stats say: 

- 87% say video marketing has helped them increase sales.

- 89% of people say watching a video has convinced them to buy a product.

Incorporating videos into eCommerce webpages has become a powerful tool for engaging customers, showcasing products, and ultimately driving sales. 

Videos can offer a more dynamic and informative experience than static images or text, providing a richer understanding of products and enhancing the overall user experience. 

See how Tula displays videos on its product page to establish authority and show how to use the product:

Here are some examples of effective videos that have been used on eCommerce sites:

• Product demos. Product demos can help customers see how a product works and how it can benefit them. For example, a video of a new smartphone could show viewers how to use the camera, take selfies, and download apps.
• How-to videos. How-to videos can teach viewers how to use a product or solve a problem. For example, a video on how to use a new coffee maker could show viewers how to grind the beans, measure the water, and brew the coffee.
• Testimonials. Testimonials from satisfied customers can help build trust and credibility. For example, a video of a customer talking about how much they love their new car could help other potential buyers make a decision.

14. Zero-party data 

Zero-party data is data that consumers actively and intentionally share with brands. 

This can include things like personal preferences, purchase history, and lifestyle habits. 

Zero-party data is considered to be the most valuable type of data for brands because it is directly relevant to their customers and their needs.

There are several ways that brands can collect zero-party data from their customers. 

One way is through online surveys and quizzes. 

Another way is through loyalty programs and rewards. 

Brands can also collect zero-party data through social media interactions and product reviews.

15. Fresh page layouts  

Product page layouts are set by industry.

At this point, even shoppers are familiar with layouts and often get disoriented by unfamiliarity. 

But you can still make some changes to add a bit of interaction and stand apart from competitors. 

See how Wild Souls product page applies a unique page layout:

The product image sticks as the shopper scrolls down:

16. Influencer-led product ranges

Yes, influencer marketing works.

In the past year alone, influencer marketing has grown into a $21.1 billion industry.

A survey shows that marketers prefer:

- Instagram as the most popular platform for influencer marketing (72%)

- TikTok (61%)

- YouTube (58%) 

- Facebook (57%

Considering higher engagement rates, brands (44%) say that they prefer working with smaller influencers because it’s less expensive.

However, go beyond just social media ads and influencer favorite categories. 

See how Otto Studio collaborates with influencers for creative products:

Furthermore, see how REN Clean Skincare invites content creators to test out new products before they launch, receive free products monthly, and get access to exclusive offers.

17. Sustainable commerce 

With so many world events unraveling, many shoppers today are focusing on conscious shopping.    

Let your customers know about your sustainability efforts and encourage them to make sustainable choices.

See how Volcom has a traceable feature that shows the manufacturing and logistical footprint of its product. 

This way, shoppers can make a decision based on their preferences:   

Frequently Asked Questions about CRO Trends 

1. What are the future trends in eCommerce?

As the industry continues to evolve, we can expect to see even more new and innovative ways to shop online.

Here are some top future trends in eCommerce:

• Artificial intelligence (AI) 
• Voice commerce
• Social commerce
• Mobile commerce
• Convenience shopping
• Hyper-Personalization
• Sustainability
• Global Expansion and Localization
• Social media integration and influencer partnerships
• Omnichannel shopping experiences
• Advanced data analytics
• Increased Focus on cybersecurity

2. What is the future of conversion rate optimization?

As the eCommerce industry continues to grow, so will the need for CRO experts who can help stores improve their conversion rates.

a. AI and Machine Learning Enhancements: AI and machine learning algorithms will become increasingly sophisticated in understanding user behavior, predicting outcomes, and automating changes to improve conversion rates. This includes more personalized content, product recommendations, and user experiences based on individual user data.

b. Greater Emphasis on User Experience (UX): The focus on UX will intensify, with a deeper understanding of how website design, load times, content, and navigation impact conversions. This will involve more extensive user testing, including the use of eye-tracking technology and advanced user behavior analytics.

c. Mobile-First CRO: As mobile traffic continues to dominate, optimizing for mobile users will be paramount. This includes not just responsive design, but also considering the mobile user’s entire journey, from discovery to purchase.

d. Improved Analytics and Reporting: Advanced analytics tools will provide deeper insights into user behavior and conversion funnels. This might include a more sophisticated use of heatmaps, session recordings, and funnel analysis.

e. Experimentation and Testing: A/B testing and multivariate testing will remain crucial but with more advanced and rapid experimentation frameworks. Companies might use automated testing platforms that can simultaneously run multiple tests and quickly adapt.

f. Accessibility Optimization: Making websites accessible to people with disabilities will not only be a matter of compliance with legal standards but also a means to reach a wider audience, enhancing both inclusivity and conversion potential.

How to use CRO Trends to convert more sales

98% of visitors who visit a site—drop off without buying anything.

Why: user experience issues that cause friction for visitors.

And this is the problem ConvertCart solves.

We've helped 500+ eCommerce stores (in the US) improve user experience—and 2X their conversions.

Contact our conversion experts to audit your site and skyrocket your eCommerce conversions