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Holy Grail of eCommerce Conversion Optimization - 91 Point Checklist and Infographic

seomoz.org
73) Support/Contact Page Display a land-line phone number (toll free would be great) and a street address. Make sure that there is a way to contact you that?s not electronic. Your customers must know that real people are available to help if they?re lost or confused. Give them options: If you give them multiple options to contact you (like Live chat, email or a toll free number); they will think that you value your customers.
Holy Grail of eCommerce Conversion Optimization - 91 Point Checklist and Infographic - seomoz.org - Your Highlight Location 548-551 | Added on Wednesday, 10 April 13 16:00:40
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74) Get a thorough usability testing done You can use tools like Usertesting.com to hire remote usability testers (@ $39 per tester in your target demographics). You can give them pre-defined test cases. The output of their testing comes to you in the form of video recording of their actual user experience on your store, along with written notes of their finding.
Holy Grail of eCommerce Conversion Optimization - 91 Point Checklist and Infographic - seomoz.org - Your Highlight Location 551-554 | Added on Wednesday, 10 April 13 16:00:34
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91) Offer Cashbacks This is a really powerful technique that many e-commerce store owners use to encourage their customers to come back for more. You can offer your customers cash back in the form of gift cards / vouchers, for example - a ?Free $15 voucher on your next purchase when you spend $40 or above?. This can not only increase the returning visitors on your store but also improve your store?s conversion rate with repeat orders.
Holy Grail of eCommerce Conversion Optimization - 91 Point Checklist and Infographic - seomoz.org - Your Highlight Location 631-634 | Added on Wednesday, 10 April 13 23:52:56
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Stay-or-go Email Campaign Set-up a re-engagement email series (two emails) for people who have stopped engaging with your emails (have either stopped opening your emails or clicking on the links within your emails). Let them know that they are missed and offer them incentives to open your emails and re-subscribe. If the first message is ignored, send one last email notifying the subscriber that they will be removed from your list if they do not take an action.
Holy Grail of eCommerce Conversion Optimization - 91 Point Checklist and Infographic - seomoz.org - Your Highlight Location 627-631 | Added on Wednesday, 10 April 13 23:52:46
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90) Clean your Email Subscriber List from time to time For most online stores, Email Marketing is a big tool to generate more traffic on the store. Ensuring optimum conversion rate of traffic coming from these emails requires investment of time & efforts. Not paying attention to your email list can have a negative effect on the conversion figures of your store. You should only send emails to people who are ?open? and willing to engage with your brand. Figure-out different levels of dis-engagement and inactivity within your subscriber list from Email Service Provider dashboard (and Google Analytics). From there, find people who have been on the list for some time but are not opening your emails. Trimming the clog from your list will not only lower the chances of you being tagged as spammer but also give you a better view into the engagement level of your active subscribers.
Holy Grail of eCommerce Conversion Optimization - 91 Point Checklist and Infographic - seomoz.org - Your Highlight Location 621-627 | Added on Wednesday, 10 April 13 23:52:32
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84) Get your Shipping Policies right The way you handle the shipping of your products plays a critical role in deciding the conversion rate of your store. It plays a direct role in the cart abandonment rate of your store. This is what a recent research paper from UPS concluded, after studying the impact of shipment handling on conversion rate of online stores: While free and discounted shipping is a big benefit, there is more to online shopping and customer experience. In fact, many shoppers are willing to pay a nominal fee to receive the product faster if given an option. Shipping and delivery timing is important during check-out ? it?s all about communication! To reduce shopping cart abandonment, retailers should show the shipping costs, inform them how much more should be ordered to get free shipping, and give consumers the option of shipping time frames. Customers are willing to wait for their packages, but need to know what is happening ? they want estimated delivery time clearly stated and they want e-mail or text alerts about their delivery. Also important to the customer is the feeling of control. Options such as ?special delivery instructions,? the ability to schedule a late delivery, or having a delivery window gives the consumers the control they need to improve their shipping experience. Finally, good experiences with returning items lead to repeat customers and recommendations for the retailer. Good experiences are those that ensure ease for the consumer, while the bad experiences are the ones that highlight hassles and the extra cost.
Holy Grail of eCommerce Conversion Optimization - 91 Point Checklist and Infographic - seomoz.org - Your Highlight Location 583-595 | Added on Wednesday, 10 April 13 23:49:59
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Again, MrPorter.com has done a great job shooting really high quality small product videos.
Holy Grail of eCommerce Conversion Optimization - 91 Point Checklist and Infographic - seomoz.org - Your Highlight Location 531-532 | Added on Wednesday, 10 April 13 15:58:31
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70) Show product close-up videos
Holy Grail of eCommerce Conversion Optimization - 91 Point Checklist and Infographic - seomoz.org - Your Highlight Location 529-529 | Added on Wednesday, 10 April 13 15:58:25
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As a best case practice, your store should have any or all the following elements: Friendly Error Message Search box Customer Support Information Direct links to the most important pages
Holy Grail of eCommerce Conversion Optimization - 91 Point Checklist and Infographic - seomoz.org - Your Highlight Location 496-498 | Added on Wednesday, 10 April 13 15:56:45
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64) Make user friendly 404 Error Page
Holy Grail of eCommerce Conversion Optimization - 91 Point Checklist and Infographic - seomoz.org - Your Highlight Location 493-493 | Added on Wednesday, 10 April 13 15:56:38
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57) Enable Open graphs Lots of visitors on your store might land from social media websites such as Facebook. Similar to how meta tags help you show how your store listings look on Search Engine Result Pages, Open graphs will help you control how the pages on your store look, when shared on Facebook. Since many users might discover your store on Facebook, these open graph settings become important touch points for your store. (see how, MrPorter.com has enabled open graphs on their store to make it more share friendly). You can use Facebook debugger to see how your page looks when shared on Facebook.
Holy Grail of eCommerce Conversion Optimization - 91 Point Checklist and Infographic - seomoz.org - Your Highlight Location 444-449 | Added on Wednesday, 10 April 13 13:07:08
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55) Offer Brave Guarantees Most buyers expect some form of guarantee when they purchase from your store. Try giving different guarantees. Test bigger and a bolder ones for different shopping seasons. Check if your site is prominently displaying these guarantees on important pages of the store (e.g. Product description, cart and checkout).
Holy Grail of eCommerce Conversion Optimization - 91 Point Checklist and Infographic - seomoz.org - Your Highlight Location 433-436 | Added on Wednesday, 10 April 13 13:06:06
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54) During registration, make the Newsletter sign-up an opt-in by default, not opt-out. When users are registering you don?t want them to feel tricked into signing-up for your newsletters. Let it be more of a permission than a trick. Not only will it make your business look more legitimate but will also help your email marketing campaigns in the longer run.
Holy Grail of eCommerce Conversion Optimization - 91 Point Checklist and Infographic - seomoz.org - Your Highlight Location 430-433 | Added on Wednesday, 10 April 13 13:05:45
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52) Process steps should be presented as navigational links during the checkout process Many checkout processes make the checkout page look like a chronological process by breaking the entire process into steps, for example: Step 1: Register Step 2: Shipping Information Step 3: Billing Information Step 4: Select Payment Method Step 5: Pay Most store owners make these steps clickable allowing users to go forward to the next step. But very few stores allow users to go back to verify the selected product or information entered by clicking on the previous step. Allow users to maneuver both ways (forward and back) by clicking on the checkout steps.
Holy Grail of eCommerce Conversion Optimization - 91 Point Checklist and Infographic - seomoz.org - Your Highlight Location 421-426 | Added on Wednesday, 10 April 13 13:05:14
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Get rid of header navigation (or trim it), search and only show things that encourage users to complete the purchase for example - Guarantee, Return Policy, Support Information etc.
Holy Grail of eCommerce Conversion Optimization - 91 Point Checklist and Infographic - seomoz.org - Your Highlight Location 411-413 | Added on Wednesday, 10 April 13 13:04:32
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49) Limit the navigation and exit points on the checkout page
Holy Grail of eCommerce Conversion Optimization - 91 Point Checklist and Infographic - seomoz.org - Your Highlight Location 409-409 | Added on Wednesday, 10 April 13 13:04:25
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45) Make ?Guest Checkout? a more prominent option If you make ?register as new user? a more prominent option, users might perceive that they are being forced to register on the website to complete their purchase. Thus, with the help of design elements and typography, you should make Guest Checkout a more prominent option than ?register as new user? option.
Holy Grail of eCommerce Conversion Optimization - 91 Point Checklist and Infographic - seomoz.org - Your Highlight Location 395-398 | Added on Wednesday, 10 April 13 13:03:34
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39) Use Facebook Connect With the help of Facebook connect, you can encourage more visitors to buy from your store by allowing them to login and complete their purchase using their Facebook username & password. This is better than forcing them manually register to complete their purchase. It saves their time and thus they are more likely purchase from your store.
Holy Grail of eCommerce Conversion Optimization - 91 Point Checklist and Infographic - seomoz.org - Your Highlight Location 370-373 | Added on Wednesday, 10 April 13 13:01:42
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37) Keep the form linear User starts from the top and work their way from top to the bottom. If your form has a trigger field, keep it right below the field that triggers it. For example, a state field should always come after the country field. On the shipping information page, if by default you show US states before the country selection field, user might get an impression that you don?t deliver to their country because triggered field is above the field that the user is working at.
Holy Grail of eCommerce Conversion Optimization - 91 Point Checklist and Infographic - seomoz.org - Your Highlight Location 360-364 | Added on Wednesday, 10 April 13 13:01:22
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Here is what your checkout page should reflect: Security: Let users know that your website is secure and that their privacy will never be compromised. Transparency: Be transparent and include accurate shipping & tax details. Payment Methods: Clearly show all the payment methods users can use to make the payment (PayPal, Credit Cards, Google Checkout etc.). FAQs: If you think there are additional FAQs, you can cover them in a checkout related FAQs section.
Holy Grail of eCommerce Conversion Optimization - 91 Point Checklist and Infographic - seomoz.org - Your Highlight Location 326-330 | Added on Wednesday, 10 April 13 12:59:57
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