There are many types of “conversions” on ecommerce sites. Certainly a purchase is a conversion. But there are also newsletter signups, account creations, social shares, and other actions that indicate visitors’ engagement.

With so much competition for nearly any type of product, online shoppers aren’t always ready to buy. By engaging potential customers, you’re taking steps to build a rewarding relationship.

In this post, I’ll describe 12 types of conversions that are critical for ecommerce companies.

12 Types of Ecommerce Conversions

Email newsletter and text-messaging signups. Having a means to communicate about new products, sales, and special events is key. Use A/B testing to determine when to present this type of offer — e.g., number of pages visited and amount of time on a page or website.

The most popular conversion is the email newsletter signup. Pottery Barn's prompt is timed to appear later, rather than immediately loading when someone enters the site.
The most popular conversion is the email newsletter signup. Pottery Barn’s prompt is timed to appear later, rather than immediately loading when someone enters the site.

Online account creation. Creating an account is typically reserved for the checkout process. However, some specialty stores have successfully turned it into a shopping requirement. Either way, it offers benefits to the consumer — faster checkout, order history — while providing the business with confirmed demographics.

Because of its niche business model, organic foods retailer Thrive Market requires shoppers to create an account before shopping.
Because of its niche business model, organic foods retailer Thrive Market requires shoppers to create an account before shopping.

Sharing of content via email or social media. To this day, the best advertising is word-of-mouth. Encouraging visitors to share content should be near the top of every online store’s conversion list.

Pottery Barn takes social sharing even further by gathering user-generated content directly on the product page.
Pottery Barn takes social sharing even further by gathering user-generated content directly on the product page.

Contest entry. Online contests should be about more than giving things away. They are a great way to build email lists and…