31 Ways To Improve Your DTC Store's Conversion Rate

Want to increase your DTC brand's conversion rate without changing your strategy (massively)? 

We studied 100+ DTC brands. Took what’s best and came up with 30+ ways of increasing your conversion rate. 

We’ll look at these 5 key areas:

1. UX
2. Quantity & Pricing
3. Social Proof
4. Marketing
5. Email

But, first, where do most DTC brands lose conversions:

What are some common conversion killers for DTC brands?

• Lack of trust with homepages that come across as “too promotional” (and their emails are the same way)
• The value of the brand and the product aren’t communicated on the product pages
• A shocking number of product pages miss out on transparent pricing
• While most don’t personalize the browsing experience with product recommendations
• Most DTC websites lack persuasion triggers like microcopy and visual cues
• Misaligned mobile UX, in terms of search, navigation, and pop-ups
• Cart pages and checkout pages don’t align at all
• Lastly, most DTC brands use the same strategy with their promotions (and forget their customers entirely)

31 Ways To Increase Conversions for DTC Brands

UX

1. Use Microcopy Effectively

Instead of bombarding visitors with in-your-face visuals–

— Take a cue from this navigation menu—subtlety is key (note the “back-in-stock” microcopy in gray):

‍A quick tip: Try building color contrast with CSS (and reduce your page-load time, while you’re at it).

2. Use Visual Cues To Inform

30% of shoppers will abandon a website due to poor product descriptions.

The fix? Provide key information like these, to improve your conversion rate:

• Product effectiveness
• Care information
• Product compatibility
• Shipping information

3. Better Product Descriptions

Neat content blocks. Call-outs of benefits. A great mix of features & benefits is what it takes. 

See how Billie includes “how it works” in their product descriptions:

You might like: 23 Key Elements Every Product Description Page Must Have (eCommerce

4. Show Them How To Use It (Or Break It)

Instead of dry product videos, show how your product works in a fun and engaging way. 

Use animations, illustrations, or even humor to grab attention:

5. Enhance Searchability

Search shouldn’t feel like detective work. 

Make it easy for customers to find what they're looking for—offer both sitewide and in-category suggestions.  

Think clear product titles, relevant keywords, and a search bar that actually works:

6.Trigger Chat Based On Time Spent

Trigger this, only if the session has lasted for more than 30 seconds. 

This method can be incredibly helpful, for browse abandonment, and, also these:

• Helping users find products
• Handling exit intent head-on

Also, do remember, that the D in DTC stands for direct. 

Use chatbots for basic questions, but be there for the complex stuff. 

‍Pro Tip: Once the live chat gets triggered, try showing previews of suggested products/categories.

Also Read: Conversational Commerce: 21 Amazing Real-World Examples (eCommerce Brands)

7. Add Icons To Your Navigation Menu

Instead of thumbnails, you can also use iconography to help users find the correct product(s):

Offering intuitive navigation like this helps with your desktop as well as mobile experience.

Want a peek into where your customers are dropping off?

8. Build an Intuitive Checkout Process

Checkout shouldn't feel like an obstacle course. 

Don’t offer too many form fields, all at once. Alternatively, you can also try a one-page checkout, as this:

To make checkout faster:

- Remove distractions like coupon search and product recommendations

- Feature express checkout

- Show trust badges and links to important policies like returns, privacy etc. 

9. Tune Your Category Pages By Needs

DTC or not, your category pages need to be tuned to customer needs. 

The best way to do this—offer in-page navigation along with grouped product listings:

‍Quick Tip: Bring in image labels to draw attention to specific products. 

10. Highlight Best Selling Products In Your Header

Doing this helps you increase your conversion rate (and reduce cognitive load). 

Here’s why: your users don’t have to search for products or scroll too much. 

A quick tip: use iconography and other visual cues to lead the eye—note how Snif uses colors here. 

Quantity & Pricing

11. Use Price Anchoring To Persuade

Price anchoring is an extremely persuasive pricing strategy, that shows the discount after applying it—note how it’s done here:

During peak season, you may want to combine price anchoring with microcopy like “final sale” or “last few items”. 

‍Pro Tip: Make sure you amp up the FOMO with subtle visual cues—use a low-stock badge.

12. Don’t Forget To Cross-Sell 

For first-time users, try recommending what others bought. 

Once you have consent for cookies, send them recommendations based on their history, within your store.

Try providing product recommendations within your product page, and cart page as well:

Within the cart preview, items that are priced lesser than the original product are more likely to be added. 

Read: How to Cross-sell on Product Pages—Without Being Pushy (+ Examples)

13. Offer Free Shipping Threshold

Would you want free shipping, if it was offered like this:

The answer’s yes, right? 

Try using this method, on your product and cart page, alongside your notification banner. 

Be sure to nudge your users using your microcopy wisely (check the review count on the example above). 

‍A quick tip: Avoid choice paralysis by keeping not more than three product recommendations. (if you do, maintain visual hierarchy)

14. Build Trust During Checkout

Most checkout abandonment occurs due to a lack of trust.

Providing a smart value upgrade, like package protection, sends a message that the brand is legit:

Remember: Auto-apply coupons for first-time users/users coming in from your emails. 

To reduce distraction, enable coupon searches within the mini cart or cart preview. 

15. Get Shoppers To Engage — Ask Questions 

Chances are, your website already uses an exit-intent pop-up.

Use it to collect segmented data, as Act + Acre does:

Quick Tip: Send separate email drips or push notifications based on the segment chosen—for example, if a user chooses “Oily Scalp”, send them emails and product recommendations for oily scalp. 

Furthermore, be sure to apply this to your product recommendations, and in-website as well.

Social Proof

16. Bring In Solid Reviews On Your Product Page

By that, we mean add reviews on your product page with photos, trust badges, and an average rating between 4 and 4.5:

Consider adding filters based on customer attributes for even more personalization (like hair color, body shape, height, weight, and more).

Read: 15 EASY ways to get customer reviews and boost sales

17. Build Trust And Relatability With UGC

Sure, influencers are cool, but authenticity is key. Use faces your target audience can relate to.

To increase relatability, show a “social wall” from the homepage itself. 

Feature UGC on your homepage, category pages, and product page reviews:

Don’t have customer photos just yet? 

You can always conduct a giveaway on your socials (a solid way to grow your email list and get reviews).

18. Use Features To Affirm Your Brand Identity

Getting featured in the media? Shout it from the rooftops! 

Social proof is powerful, and it can ease those pre-purchase jitters for potential customers:

Also, do consider niche publications/podcasts/YouTube channels that your target audience vibes with. 

For example, if you cater to expecting mothers, try getting a feature in maternity-specific magazines like Mother.

19. Expert Endorsements + UGC = Conversions

Want to prove your product actually works? 

Team up with experts and showcase their endorsements alongside genuine customer reviews. (here’s the research):

A quick tip: feature expert certifications along with their bios. (extra cred + awesome for SEO).

20. Talk About Your Brand Values

Want new customers to connect with your DTC product?  Show them they are buying from a brand with a heart and soul. 

Use your homepage to showcase your community, values, and what makes you special—also use some visual cues alongside your hero image:

21. Support a Cause On Your Product Page

If you support a cause, maintain continuity on your product page, as Chubbies does:

A quick tip: Showcase your impact, and remember to provide a quick reminder on your checkout page too.

22. Go 1:1 On Text/Call

A big trust driver is availability. 

Amp up the conversational aspect, through personalized text messages or calls. 

Offer support, answer questions, and build lasting relationships that go beyond the screen, as Figs does:

Also Read: 19 Customer Retention Strategies that Actually Work (for eCommerce)

Marketing

23. Build a Loyalty Program

Not all customers want flat discounts—most want better access and exclusivity.

Want your loyalty program to work: offer them exclusive merch, early access, member-only discounts, and insider info—as Vacation.inc does:

P.S.: Offer tangible value—offer something that ties them and you together (note the digital visiting card).

Also Read: 14 eCommerce Loyalty Programs Backed By Science (Examples)

24. Offer A Cut

WOM is great, but nothing beats a 1:1 channel with traders in your industry. 

Alongside your affiliate/rewards program, launch exclusive channels for referral, as Weezie does:

P.S.: Doing this helps you delve into the B2B side of your business while staying true to your D2C roots. 

25. Highlight Your Return Policy On Your Payment Page

You might be already highlighting your return policy on your product page and homepage. 

However, do make sure your return policy is clearly accessible and visible, everywhere (especially on your checkout, and payment pages):

Remember: this helps increase trust, as well as nudge users towards conversions. 

To increase return policy viewing, include it as microcopy right under the primary CTA on the product page and reserve a section for it on an independent FAQ page. 

26. Prepare for International Demand

This technique doesn't require a lot of changes to your strategy (if you already offer international shipping)–

— You just need to enhance your personalization.

Note how Shinola offers international free shipping in the user’s country currency: 

27. Get That Zero-Party Data

Zero-party data stands for data that your customers share directly with you. 

This is hotter than ever before because we’re saying bye to third-party cookies. 

Encourage customers to share their thoughts and preferences through quizzes, surveys, or even one-on-one sessions:

Remember: you can always build a feedback loop through this data. 

Furthermore, use this to launch an email drip and in-website push notifications.

28. Don’t Overspend On Too Many Tools

According to Insider Intelligence, popular D2C brands are modifying their offerings to appeal directly to consumers.

What does that mean for you, the digitally native DTC brand?

You should veer towards attaining brand affinity (and recurring sales). 

Remember, as a digitally native brand, you don’t have to worry about things like channel conflicts or pricing for retailers. 

Try focusing more on what you already have—your UX, specifically. 

Email

29. Actually Engage With Emails

The biggest D2C brands started from email communities. 

But, eventually, emails became about only transactions: this sale and that discount and the same old jazz everywhere.

You want emails to work? Just talk to them sometimes. Be more human: 

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To go beyond the transactional, include:

- Content that helps subscribers use the products they buy

- Expert information from time to time

- Greetings for personal milestones and holidays

30. Handle Browse Abandonment

Most DTC brands usually send a flat discount in their browse abandonment or cart abandonment emails–

— what you can do instead is, remind your customers. 

Note how Good Molecules does it with product recommendations paired with before and after images for proof:

31. Partner with Other Forums/Newsletters/Communities

Instead of paying for a homepage takeover, do a newsletter takeover, as Crown Beauty does with Gee Beauty’s newsletter:

It’s also a great idea for you to get into community discussions on popular forums like Reddit and Quora. 

And remember: you could always plan an offline event (just a friendly reminder for us tech-savvy folks).

Recommended Reading:

100 Conversion Rate Hacks for eCommerce Stores

35 Tactics to Increase Mobile Conversion Rate in 2024

15 *Underrated* Conversion Rate Optimization Ideas for eCommerce

Convert Organic Traffic Into Customers: 16 Ideas for eCommerce Stores

Good UX + Brand Affinity = More Conversions for Your DTC Brand

98% of visitors who visit a DTC 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.

How we can help you:

Our conversion experts can audit your site—identify UX issues, and suggest changes to improve conversions.

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