Running a Magento 2 store gives you a powerful platform, but turning casual visitors into loyal customers, and then into enthusiastic advocates, requires strategy. It’s not enough to rely on default features; you need targeted tactics at each stage of the customer journey.
In this post, we’ll explore practical Magento 2-specific hacks to convert visitors into customers and encourage existing customers to promote your store. From optimizing product pages and checkout flows to leveraging loyalty programs, gift cards, and referral rewards, you’ll get actionable tips to grow revenue, repeat purchases, and advocacy within your Magento 2 ecosystem.
Convert visitors into customers
In this stage, your Magento 2 store’s primary goal is to turn visitors into paying customers. To achieve this, your site must offer a fast, intuitive, and trustworthy shopping experience that guides users effortlessly from browsing to checkout. Every interaction, from loading speed to navigation and product presentation, can influence a visitor’s decision to buy.
Boost site speed and performance
A slow-loading store frustrates visitors, increases bounce rates, and reduces conversions. Magento 2 stores that load quickly create a smooth user experience, encourage longer browsing sessions, and ultimately improve sales.
How to do:
● Enable Magento 2 caching and full-page cache: You can use Magento’s built-in caching so returning visitors and catalog-heavy pages load instantly, keeping them engaged.
○ Go to Admin > Stores > Configuration > Advanced > System > Full Page Cache.
○ Set Caching Application to Varnish Cache (recommended) or Built-in Cache.
○ Flush cache via System > Cache Management and ensure all cache types are enabled.
● Optimize images: Compress and optimize product images to help visitors see products clearly without long waits, increasing the chance they’ll add items to the cart.
○ Compress images using TinyPNG or ImageMagick.
○ Use a Magento 2 WebP extension to serve next-gen images.
○ Replace large product and category images with optimized versions.
● Use a Content Delivery Network (CDN): Deliver static assets fast worldwide so international customers can access your store quickly, reducing bounce rates and supporting global sales.
○ Go to Admin > Stores > Configuration > Web > Base URLs (Secure and Unsecure).
○ Enter your CDN URL in Base URL for Static View Files and Base URL for User Media Files.
○ Save configuration and flush cache.
● Minify CSS, JS, and HTML: Smaller file sizes ensure pages render faster, letting visitors interact with product pages immediately and reducing frustration.
○ Navigate to Admin > Stores > Configuration > Advanced > Developer > JavaScript Settings and CSS Settings.
○ Enable Minify JavaScript Files and Minify CSS Files.
○ Save configuration and deploy static content.
● Enable lazy loading for images and videos: Load visible content first so visitors see products instantly, keeping them engaged while additional images load in the background.
○ Use a Magento 2 lazy-loading extension from a reliable third-party provider like BSS Commerce or add loading=”lazy” in theme templates.
○ Verify that images load only when entering the viewport.
Simplify navigation and search
Visitors come to your Magento 2 store with a goal: finding products they want. If your navigation is confusing or your search functionality is poor, they’ll struggle to locate items and may leave without buying. Simplifying navigation and providing intelligent search:
● Reduces friction: Visitors can reach products quickly without frustration.
● Guides buying decisions: Clear filters and search suggestions highlight relevant products, increasing the likelihood of adding items to the cart.
● Boosts engagement: Visitors spend more time browsing and exploring, discovering complementary products.
● Increases conversion rates: The easier it is to find products, the higher the chance a visitor will complete a purchase.
In short, good navigation and search turn browsing into buying by helping visitors find exactly what they want efficiently.
How to do
● Use Magento 2 layered navigation and filters: Layered navigation allows visitors to filter products by attributes like price, color, size, or brand, helping them find ready-to-buy items faster. You can configure this feature by setting the relevant product attribute to Filterable (with results) in Admin > Stores > Attributes > Product.
● Implement advanced search with autocomplete and suggestions: Predictive search shows relevant products as users type, reducing the time spent searching and increasing the likelihood of adding items to the cart. If the built-in search is not sufficient, consider installing a Magento 2 search extension that supports autocomplete and suggestions.
● Highlight popular categories on the homepage:Displaying top categories prominently helps visitors navigate to high-demand products quickly and increases exposure to key items. You can do this by creating CMS blocks or using category widgets in Admin > Content > Pages/Blocks to showcase these categories.
● Optional: Add breadcrumbs: Breadcrumbs help users understand their current location and quickly navigate to higher-level categories. This reduces frustration and lowers the chance of cart abandonment. Enable breadcrumbs in Admin > Stores > Configuration > Catalog > Catalog > Storefront > Show Breadcrumbs.
Optimize product pages for conversion
● Use high-quality images with multiple views: High-resolution images, multiple angles, zoomable photos, and product videos let customers see exactly what they are buying. This reduces uncertainty, increases confidence, and helps visitors feel comfortable adding products to the cart.
● Provide clear, detailed, and scannable product information: Write descriptions that clearly explain features, benefits, and use cases, while also highlighting key specs, unique selling points, and bullet points for easy scanning. This approach answers visitor questions, reduces hesitation, and helps them quickly understand why the product is right for them, encouraging faster purchasing decisions.
● Enable product reviews and ratings: Customer reviews provide social proof and build trust. Positive reviews reassure first-time buyers, while honest reviews help set expectations, reducing the chance of returns and increasing conversion likelihood.
● Use clear calls-to-action (CTA): Prominent “Add to Cart” buttons guide visitors toward the purchase step, while secondary CTAs like “Add to Wishlist” capture interest from visitors who aren’t ready to buy yet, keeping them in your sales funnel.
● Display stock availability and urgency indicators:Showing “In Stock,” limited quantities, or countdown timers creates urgency, nudging visitors to act quickly rather than postpone the purchase. This reduces cart abandonment and drives faster conversions.
Streamline checkout and payment
Complicated or confusing checkout processes are one of the top reasons for cart abandonment. Simplifying checkout reduces friction, keeps customers engaged, and increases the likelihood that visitors will complete their purchase.
How to do:
● Enable one-page or simplified checkout: Condense the checkout process into a single page so customers can complete their purchase faster without navigating multiple screens. In Magento 2, you can enable this using built-in options or a trusted extension like BSS Commerce One Step Checkout Magento, which streamlines the flow and reduces drop-offs.
● Offer guest checkout and multiple payment options:Allow first-time buyers to purchase without creating an account, and provide diverse payment methods (credit card, PayPal, digital wallets). This flexibility accommodates different preferences, reducing barriers to purchase.
● Use Magento 2 extensions for abandoned cart recovery: Automatically send reminders via email to customers who leave items in their cart. This re-engages potential buyers and can recover sales that might have been lost. Magento 2 has native support for abandoned cart emails, or you can use extensions for more advanced recovery features.
Turn customers into advocates
Once a customer completes a purchase, your focus shifts to encouraging loyalty and referrals. Magento 2 stores can leverage incentives, engagement tools, and personalized experiences to create repeat buyers who actively recommend your brand, increasing customer lifetime value (CLV) and new customer acquisition.
Reward repeat purchases
Encouraging repeat purchases strengthens customer loyalty, increases lifetime value, and turns one-time buyers into engaged, returning customers. Incentivized repeat behavior also helps build trust and attachment to your brand.
How to do:
● Implement loyalty points or reward programs: Use Magento 2 extensions to let customers earn points for purchases, reviews, or social shares. Points can be redeemed for discounts or products, motivating them to return.
● Offer discounts or free shipping for repeat buyers:Create rules in Magento 2 promotions (Marketing > Cart Price Rules) to automatically provide perks to returning customers, making subsequent purchases more attractive.
● Track and promote rewards within customer accounts: Display earned points, available rewards, and redemption options clearly in the customer dashboard (Magento 2 Admin > Stores > Configuration > Customer > Account Options), keeping customers aware of benefits and nudging them toward future purchases.
Use gift cards to encourage repeat purchases and referrals
Gift cards are a versatile tool that drives both repeat business and new customer acquisition. When customers use gift cards for their purchases, it encourages them to return and spend more. When they give gift cards to friends or family, it introduces new potential buyers to your store, creating a built-in referral mechanism.
Magento 2 default allows you to create gift cards as a product in Catalog > Products > Add Product > Gift Card. You can set a price, add a description, and send it via email, but you cannot fully track usage, manage balances, or provide a seamless redemption experience.
For advanced gift card management, a third-party extension is often the best option. The Gift Card Magento 2 extensionfrom BSS Commerce – a trusted provider of Magento solutions – offers a complete set of features designed to boost repeat purchases and drive customer referrals:
● Flexible product type: Create gift cards as a dedicated product type with customizable price, delivery, and expiry date.
● Branded templates: Design gift cards for occasions like birthdays or holidays to make gifting appealing.
● Track usage history: Monitor redemptions, analyze performance, and refine campaigns to maximize ROI.
● Full gifting flow: Buyers can add recipient details, personalize messages, choose delivery methods, schedule delivery, and preview the gift card.
● Seamless redemption: Recipients can redeem gift cards at the cart or checkout with automatic balance application, simplifying the purchase process.
● Partial usage across orders: Remaining balances can be used for multiple orders until expiry, encouraging repeat purchases.
● Customer management: Buyers and recipients can view, resend, update, and check balances, ensuring control and transparency.
Encourage reviews and social sharing
Advocacy grows when customers publicly endorse your store. Positive reviews and social shares not only build trust with new visitors but also increase the likelihood of repeat purchases. When shoppers see authentic customer experiences, they’re more confident in buying, and social sharing expands your reach organically.
How to do:
● Request reviews after purchase: Send automated emails through Magento 2 or extensions that prompt customers to leave feedback a few days after delivery. Timing matters, too early and they haven’t used the product; too late and they might forget.
● Offer incentives: Encourage participation by giving small rewards such as discount codes, loyalty points, or free shipping on future purchases. Ensure the incentive feels like a “thank you” rather than a bribe.
● Highlight top reviews and user-generated content:Showcase the best customer reviews, photos, and videos on product pages, homepages, or dedicated testimonial sections. Social proof creates trust and makes potential buyers more comfortable converting.
● Encourage social sharing: Include one-click share buttons on order confirmations or review pages. Consider featuring a “share your style” gallery where customers can post photos of your products on social media for a chance to be featured.
Use analytics to refine every stage
Data-driven decisions help identify bottlenecks and opportunities to improve conversions and advocacy. By tracking customer behavior and continuously optimizing your store, you can turn insights into actionable improvements that grow both sales and loyalty.
Track customer behavior and funnels
Understanding user actions helps optimize the shopping experience. When you know where visitors drop off, which products attract attention, and how customers move through your store, you can address friction points and guide shoppers more effectively toward purchase.
How to do:
● Leverage Magento 2 reports and dashboards: Monitor key metrics such as product views, add-to-cart rates, and checkout abandonment. Use these insights to identify products or steps that need improvement.
● Set up Google Analytics with enhanced eCommerce tracking: Track detailed customer journeys, including impressions, product clicks, cart behavior, and conversions. This enables deeper insights into sales funnels and the effectiveness of marketing campaigns.
Test and optimize continuously
Small improvements can significantly increase conversion and referral rates. Iterative testing allows you to validate assumptions, reduce friction, and enhance both the shopping experience and advocacy potential.
How to do:
● Conduct A/B testing: Test variations of Magento 2 landing pages, product pages, and checkout flows to see which designs, copy, or calls-to-action perform best. Even minor adjustments like button color or wording can impact conversions.
● Analyze email campaigns and referral programs:Track open rates, click-through rates, and referral success. Use this data to tweak messaging, timing, and incentives to maximize both sales and advocacy.
Conclusion
Turning casual visitors into loyal customers, and eventually into enthusiastic advocates, depends on creating a seamless, engaging shopping experience that inspires trust and satisfaction. By continuously refining your store based on insights and feedback, you can strengthen customer relationships, encourage repeat business, and cultivate a community of brand supporters who naturally promote your store. Even small, consistent improvements can lead to meaningful growth in both sales and loyalty.
To support merchants in achieving these results, BSS Commerce – The Trusted Magento 2 Extension Provideroffers solution-oriented, feature-rich, and transparent tools. With over 10 years of experience, BSS Commerce has developed 150+ Magento 2 extensions designed to address real store challenges, enhance functionality, and help you increase sales across every aspect of your business.
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