18 Ideas to Boost Online Hardware Stores' Conversions

The DIY & hardware store market worldwide is projected to generate a revenue of US$2,935.00bn in 2024.

In the USA, there’s also a rise in online DIY and hardware stores, as consumers seek convenience and a wider range of products.

Jump to:

1. Incorporate visual cues

2. Exit intent pop-ups

3. Highlight trust signals 

4. Optimize search bar 

5. Help shoppers make better decisions 

6. Feature multiple delivery options 

7. ‘Visualize’ dimensions on the product page

8. Prominently feature your USPs

9. Drive action through comparison charts 

10. Create urgency right on the product page

11. Apply free shipping to boost AOV

12. Offer BNPL nudge to drive more sales 

13. Write memorable copy 

14. Highlight ‘samples/trials’ to drive long-term sales  

15. Generate leads even when a product is out of stock

16. Make your products inclusive 

17. Leverage social media

18. Don’t miss out on niche marketing  

18 Strategies for Growing Your Online Hardware Store

In the highly competitive eCommerce landscape, hardware stores need to constantly improve their website's effectiveness in converting visitors into customers to stay ahead.

1. Incorporate visual cues

Visual nudges can subtly guide shoppers toward desired actions or products.

On your homepage, in category dropdowns, display labels like ‘trending’, and ‘selling fast’ or emojis like 🔥 to denote bestselling products. 

On product listing pages, incorporate subtle animations such as gentle fades, transitions, or hover effects on product images or buttons to draw attention to important elements without being intrusive.

On product pages, use visual elements like arrows, pointers, or icons to direct attention toward specific products, promotions, or call-to-action buttons.

Lastly, on checkout pages, you can display a progress indicator so shoppers can visually understand if their cart is eligible for free shipping. 

2. Exit intent pop-ups

Pop-ups can create memorable interactions that drive engagement and conversions.

• Display a countdown timer that pops up after 30-second sessions on web pages. 
• Set frequency caps to control how often visitors see the exit-intent pop-up to avoid annoying them with repeated pop-ups.
• Invite visitors to join an exclusive DIY community or membership program through an exit intent pop-up that offers member-only discounts or early access to new products.
• Present visitors with a pop-up that prompts them to create a visual wishlist of their favorite hardware products before they exit.

This way, shoppers can save and organize products, share their wishlists with others, and receive personalized recommendations based on their selections.

3. Highlight trust signals 

Building credibility will encourage customers to feel confident about making purchases on your online hardware store.

On the product page, you can emphasize credentials like materials used, recyclable score, and/or low carbon emission rates. 

Feature trust badges and security seals from reputable organizations such as SSL certificates, payment gateways, and industry associations. 

Place these badges in visible locations, like the footer, checkout page, or near the add-to-cart button, to reassure customers of secure transactions and data protection.

4. Optimize search bar 

When it comes to hardware products, product discovery can be tricky. 

While some shoppers might be knowledgeable about generic product names, some might struggle to place them.   

For example, if a shopper is looking for a ‘door stopper’, but might type in ‘door holder’. 

So make sure your website search bar is equipped to handle all kinds of keywords. 

We also love how San Diego Hardware shows suggestions and results across its products, collections, and articles. 

Integrate a compatibility search feature where shoppers can input their existing hardware specifications, such as model numbers or dimensions, and find compatible products from your inventory. 

This is especially useful for shoppers looking for accessories or replacement parts.

Offer DIY project suggestions based on the search queries entered by shoppers. 

For example, if a shopper searches for "outdoor lighting," the search results could include individual lighting fixtures and complete outdoor lighting kits or project bundles.

Usually, for hardware products, shoppers tend to look for local options. 

So, help them to search for hardware products available at nearby brick-and-mortar stores. 

5. Help shoppers make better decisions 

When it comes to hardware products, here are some reasons why shoppers tend to hesitate buying online:

• higher price tags, 
• technical specifications, 
• installation requirements, 
• doubts about the quality, durability, or reliability of the hardware product, and 
• if they are unsure about the availability or quality of warranty coverage and after-sales support services.

So, develop a knowledge base or resources section on your website containing articles, guides, troubleshooting tips, and instructional videos related to your hardware products. 

Place them strategically on your homepage headers. 

On product pages, you can feature them right under the product description and use vertical layouts so shoppers are not overwhelmed by information.   

This way, your customers can find answers to their questions independently - it also enhances their overall experience.

We love how Character provides a dedicated phone support line for customers to speak directly with a customer service representative. 

They have displayed the phone number and established convenient operating hours for their support team, with a preview as well. 

If you can, then offer in-home consultations where customers can request visits from knowledgeable staff members.

This way, you can assess the shopper’s hardware needs, recommend suitable products, and provide personalized advice tailored to their specific space or requirements, replicating an in-store experience.

6. Feature multiple delivery options 

For hardware products, most often shoppers tend to seek local options. 

Highlight your delivery nudges right from the beginning. 

On your homepage, spotlight shipping information like same-day or next-day delivery options for customers who need their orders urgently, especially, if they are smaller products or replacement options.  

On product pages, see how Bunnings offers multiple shipping and delivery options like in-store, click-and-collect, and direct-to-home deliveries.  

Extend delivery options to include weekends and evenings to accommodate customers with busy schedules or limited availability during standard delivery hours. 

If your hardware eCommerce store serves customers globally, offer international shipping options with transparent pricing and delivery estimates. 

7. ‘Visualize’ dimensions on the product page

When it comes to hardware products, customers can often not ‘visualize’ the size and scale of the items they are interested in purchasing. 

Create product videos that showcase the dimensions of your hardware products in the real world.

Include size comparison charts or diagrams that illustrate the dimensions of your hardware products relative to common objects or standard measurements. 

See how Plank Hardware does it on their product page:

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AR technology enables customers to virtually place the hardware product in their physical environment using their smartphone or tablet. 

This allows customers to see how the product fits and looks in their space before making a purchase.

8. Prominently feature your USPs

Demonstrate the value of your products and justify their purchase by articulating tangible benefits and outcomes that customers can expect. 

Feature your USPs prominently on the homepage of your hardware store page. 

Incorporate visual elements such as icons, badges, or graphics to visually represent your USPs. 

For example, use badges to denote features like "Lifetime Warranty," "Free Shipping," or "Eco-Friendly Materials" to draw attention to these selling points.  

See how DIY Hardware shows it on its homepage:  

Share stories and testimonials from early adopters or influential customers who have experienced success or transformational outcomes by using your hardware products. 

Highlight the tangible benefits and real-world applications of your products to inspire confidence and trust among potential buyers.

9. Drive action through comparison charts 

Showing product comparisons can help customers make informed purchasing decisions.

Identify and highlight the key differences between hardware products, especially those that are significant or may influence the customer's decision. 

Use bold text, colors, or callout boxes to draw attention to these differences and provide additional context or explanations where necessary.

See how Kwikset does it on it’s product pages:

Create scenario-based comparisons illustrating how each product performs in different use cases or scenarios. 

For example, compare how two power tools fare in a specific DIY project or compare the performance of different security camera systems in various lighting conditions. 

This contextual approach helps customers evaluate products based on their specific needs and requirements.

Make the comparison interface mobile-friendly and responsive. 

So, customers can access and interact with the comparison information seamlessly across different devices and screen sizes. 

10. Create urgency right on the product page

Urgency can encourage customers to make quicker purchasing decisions and drive conversions.

Host flash sales or flash deals where select hardware products are offered at steep discounts for a short period.

See how Greenworks Tools displays countdown timers on the product page to reinforce the urgency of the offer and prompt customers to purchase before time runs out.

Use scarcity messaging in product descriptions or marketing copy to emphasize the limited availability of certain hardware products. 

Phrases such as "while supplies last," "limited quantities available," or "selling out fast" convey urgency and encourage immediate action.

You can also provide instant rebates or cash-back offers on hardware products, where customers receive immediate savings at checkout. 

11. Apply free shipping to boost AOV

Offering free shipping on eCommerce hardware stores can be a powerful incentive to attract customers and increase sales.

Target free shipping offers to specific geographic regions or zones where shipping costs may be higher or where competition is fiercer.

Subsidize a portion of the shipping cost yourself and offer reduced-rate or flat-rate shipping to customers. 

This provides a compromise between offering free shipping and covering the full cost of shipping.

See how Home Hardware shows messaging on the cart page:

You can also target specific days to offer free shipping, like:

• Women in Construction Week (March)
• National DIY Day (April 6th, 2024)
• New Home Owners Day (May 1st, 2024)
• National Organize Your Home Office Day (Mar 12th, 2024)
• World Architecture Day (October)

12. Offer BNPL nudge to drive more sales 

Hardware products tend to have a higher price tag. 

Offering Buy Now, Pay Later (BNPL) options on your eCommerce hardware store can provide customers with greater flexibility and convenience when making purchases. 

See how Boxo USA does it:

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Offer BNPL options specifically for DIY kits, projects, or hardware bundles that enable customers to build or customize their products. 

Provide BNPL financing for hardware components, tools, and accessories needed to complete DIY projects over time.

13. Write memorable copy 

Paint a clear picture of the product's features, specifications, and capabilities using sensory words that appeal to the customer's senses. 

See how Hapny applies some humor to an otherwise generic hardware product. 

Their ‘Where to buy’ CTA also directs shoppers to local in-store options for convenience.   

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Research popular search terms and incorporate them naturally into your copy to attract organic traffic to your eCommerce store.

Write blog posts, articles, or social media content that showcase innovative DIY projects, home improvement ideas, or craft tutorials that incorporate your products. 

Tell the story of your hardware products' evolution over time, from concept and design to manufacturing and refinement. 

Share behind-the-scenes anecdotes, milestones, and challenges encountered during the product development journey. 

Highlight the innovations, improvements, and breakthroughs that have shaped your products and set them apart from competitors.

You can also communicate the positive social and environmental impact of choosing your hardware products, and appeal to customers who prioritize sustainability and ethical consumption.

14. Highlight ‘samples/trials’ to drive long-term sales  

Samples can let customers experience the quality and functionality of your products firsthand.

Implement a sampling program where customers can sign up to receive periodic samples or product trials. 

Offer incentives such as exclusive discounts or early access to new products to encourage participation in the program.

Allow customers to customize their sample selections based on their preferences or project requirements.

See how Armac Martin lets shoppers order a sample from across material types:

The brand also shares delivery and return information for better transparency. 

For hardware tools, you can implement a deposit or rental program where customers can pay a refundable deposit or rental fee to borrow a hardware product for a specified period. 

If the customer decides to purchase the product after the trial period, the deposit or rental fee can be applied toward the purchase price. 

You can also create a product testing panel consisting of loyal customers or members of your target audience who are willing to test and provide feedback on new hardware products. 

Or, you can provide a money-back guarantee for customers who purchase hardware products, allowing them to return the product within a specified period if they are not satisfied with their purchase. 

Just make sure that the terms and conditions of the guarantee are communicated to customers.

15. Generate leads even when a product is out of stock

Implement a "Notify Me" feature that allows customers to sign up for email alerts when the out-of-stock product is back in stock. 

See how Yun does it on their product page:

Encourage customers to subscribe to these alerts by offering a discount or incentive for their patience and interest.

Furthermore, you can offer exclusive access passes or VIP memberships to customers who sign up for notifications about the restocking of the product.

16. Make your products inclusive to target different shoppers  

Embrace universal design principles to create products that are inherently inclusive and usable by people of all abilities and backgrounds. 

Enhance accessibility for shoppers with mobility, vision, or dexterity impairments with features such as: 

• adjustable height, 
• large buttons or controls, 
• tactile indicators, or 
• voice-activated commands. 

See how Niwaki offers products for right-handed and left-handed shoppers:

Collaborate with advocacy groups, nonprofits, or community leaders to promote inclusivity and accessibility initiatives and raise awareness about your inclusive product offerings.

17. Leverage social media

If you think social media won’t help your online hardware store, then think again.  

Show your hardware products being used in real-life settings, sneak peeks, behind-the-scenes content, and demonstrate their functionality. 

See how Yun leverages Instagram to promote their back-in-stock bestseller:

Humanize your brand by showcasing the people behind the products and giving your audience a glimpse into the day-to-day workings of your hardware store or warehouse.

Challenge customers to create DIY projects, home improvement solutions, or innovative hacks using your products and share their creations on social media. 

Reward participants with prizes, recognition, or exclusive discounts for their contributions.

18. Don’t miss out on niche marketing  

Niche marketing involves targeting specific segments of the market with tailored products, messaging, and strategies. 

Partner with DIY enthusiasts, or local artisans to co-create unique DIY projects using your hardware products. 

You can also invite industry professionals to test and review your products in real-world settings, such as construction sites, workshops, or home improvement projects. 

Identify and join subreddits (Reddit communities) related to home improvement, DIY, woodworking, construction, or any other niche that aligns with your hardware store. 

Join communities like r/hardwaretools, r/handtools, r/tools, r/DIYHome, r/HomeImprovement. 

Post links to helpful blog articles, instructional videos, or product reviews that provide value to the Reddit community and establish your expertise in the field.

Regularly monitor mentions of your hardware store on Reddit using tools like Reddit's built-in search function or third-party monitoring tools. 

Pay attention to feedback, comments, and reviews from Reddit users, and respond promptly to address any questions, concerns, or feedback they may have.

FAQ on online hardware store conversions

1. What is the conversion rate for eCommerce hardware stores?

Generally, the average conversion rate for eCommerce websites across all industries is around 2% to 3%.

However, the conversion rate may differ for niche markets like hardware stores. 

Some hardware stores may experience higher conversion rates if they have a strong brand presence, offer unique products or services, and provide an excellent shopping experience for customers. 

Conversely, others may have lower conversion rates if they face stiff competition, lack differentiation, or struggle with issues like website usability or customer trust.

2. Why should you sell hardware tools online?

With an online store for hardware tools, you can reach a much larger audience than you would through a physical store alone. 

Your products can be accessible to customers across different geographic locations, allowing you to tap into new markets and expand your customer base.

This convenience appeals to busy professionals, DIY enthusiasts, and homeowners who may prefer to shop outside of traditional retail hours.

The hardware industry is continually evolving with new products, technologies, and trends.

Selling hardware tools online allows you to adapt quickly to these changes and stay ahead of the curve by introducing innovative products, capitalizing on emerging trends, and responding to customer feedback in real time.

You'd like to read: Promote Your Online Store in the USA - 17 Unique Ideas

3. How do I attract customers to my eCommerce hardware store?

Here are a few key steps we've seen work for online jewelry stores time and again:

• Create and sell DIY project kits that include all the necessary hardware tools and materials for specific projects. 
• Send regular email newsletters with updates, promotions, product recommendations, and helpful tips to keep subscribers engaged and encourage repeat visits to your store.
• Host in-person or virtual workshops, classes, or events in partnership with local hardware stores, DIY centers, or community organizations. 
• Collaborate with artists, designers, or influencers to create limited-edition hardware products featuring unique designs or customization options. 
• Position your hardware store as a leader in sustainable and eco-friendly building practices by offering a selection of environmentally friendly products, such as energy-efficient tools, recycled materials, or eco-conscious brands
• Implement a trade-in program where customers can exchange their old or unused tools for store credit toward new purchases. This incentivizes customers to upgrade their equipment and generates repeat business for your store.

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