3. Use a clean, uncluttered layout
- Showcase your brand in a modern
way
- “Busy” websites don’t
convert well
4. Images should put the
focus on your products
• 67% of consumers rated image
quality as “very important”
• Highest quality default image you
can get
• Multiple images, multiple angles
• Show product in use when
possible
6. Use detailed product names
- Always use the brand in the name
- Include descriptive keywords for
better SEO results
- Use the product name in the
URL, heading and breadcrumb — an
SEO must
7. Write killer product descriptions
• Don’t copy/paste standard descriptions
• Unique, detailed descriptions = better SEO
• List key features in bullets for easy scanning
• Provide both a summary and full description
8. Add videos to improve SEO and conversion
- 53 times more likely to get a front-
page Google result, 41% higher
click-through
- Visitors stay on site 9% longer, are
65% more likely to buy
- Show products in use, close-ups to
highlight features
9. Include trustmarks to increase
buyer confidence
• Add trusted logos from credit card
companies, VeriSign, TRUSTe, Better
Business Bureau, etc Unique, detailed
descriptions = better SEO
• Familiar trustmarks increase sales by up
to 36%
• Highlight fair trade and cause marketing
if applicable
10. Feature product reviews
- 4.6% increase in conversion, 18%
increase in sales
- Show both sides of the story:
shoppers who read bad reviews
convert 67% more
11. Allow social sharing
• 50% of consumers use social media to share
product reviews
• 68% read product reviews on social networks
• Adding social sharing also helps increase
awareness
12. Highlight products and
promotions with banners
- Show your customers what’s popular
and relevant
- Link to product pages or apply
discounts on click
16. Follow these best practices
- Limit checkout to 6 steps or less
- Offer 1-step checkout if possible
- Don’t ask for information twice
17. Continue to close the
sale through checkout
- Just because they made it to
checkout doesn’t mean they’ll buy
- Add a brief product description to
checkout or make one easily
accessible
18. Reasons customers don’t complete a purchase
• Set up14%: No guest checkout option
- Offer guest checkout, ask to sign up after first purchase
• 12%: Worried about providing too much information
- Highlight privacy policy
• 11%: Checkout process takes too long
- Shorten checkout, compare process to competitors
• 7%: Not enough payment options
- Add more options to increase sales
20. Don’t let shipping scare off customers
• Simplify and clarify your shipping options
• Never hide shipping costs — make the final price final
• Offer in-store pickup: 31% of shoppers picked up locally
given the option, 27% of those made additional
purchases
22. More than 70% of
all shopping carts
are abandoned
But 75% of abandoners
still intend to buy
23. Use an automated abandoned cart saver
- Recover an average of 15% of lost sales
- Emails are automatically sent to shoppers
who add to cart then don’t buy
26. Limit abuse of discounts
- Don’t always offer discounts: sometimes a
reminder is enough
- Foil discount seekers by setting rules to vary
discount triggers
27. Conversion Checklist
Make sure your design is clean and modern
Use big, high quality product images
Write detailed product names and descriptions
Include videos and trustmarks
Feature product reviews and social sharing
Perform a purchase audit
Make it easy as possible to buy from your site
Be clear on shipping costs
Use an abandoned cart saver
28. Start improving your conversion today!
Bigcommerce has all the tools you need
to improve conversion built right in.
Try it free at bigcommerce.com/XXXXX
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