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CRO Do-It-Yourself: 123 Points to Enhance Your Store's Sales

Updated: Nov 21, 2023

E-commerce Optimization Checklist:


  1. Confirm to new visitors that they're in the right place.

  2. Ensure your website establishes trust effectively.

  3. Maintain an uncluttered and clear design.

  4. Implement a distinct design grid.

  5. Optimize your website for mobile browsing.

  6. Consistently reinforce your main value proposition throughout the site.

  7. Ensure landing pages align with the ads directing users to them.

  8. Optimize for fast loading times.

  9. Provide personalized recommendations as users browse the site.

  10. Offer easy access to returns and shipping policies.

  11. Display reviews from other buyers.

  12. Simplify password recovery.

  13. Encourage customers to leave reviews.

  14. Make confirmation and error messages clear and informative.

  15. Create a user-friendly 404 page that guides visitors to other categories.

  16. Build trust through the "About Us" page.

  17. Utilize various promotions and offers.

  18. Consider offering free shipping.

  19. Maintain an easy-to-navigate website.

  20. Display the number of products in the user's cart in the title for easy reference.




Mobile Optimization Checklist:


  1. Employ labels to identify your featured products.

  2. Ensure your primary call-to-action buttons are prominently sized.

  3. Implement a title that disappears upon scrolling down but reappears when scrolling up.

  4. Maintain a title that is clear yet unobtrusive.

  5. Position the most critical buttons and links within easy reach for mobile users.

  6. Enable cross-device shopping functionality, including cart synchronization between mobile and desktop devices.

  7. Design and structure forms to enhance mobile conversion rates.

  8. Display 2 or 3 images per row on category and sales pages.

  9. Allow swipe gestures familiar to mobile users.

  10. Ensure popups are mobile-friendly.





Optimization Checklist for Your Homepage:


  1. Has your homepage passed the "five-second" test for user engagement?

  2. Is there tailored content for each of the three primary visitor types?

  3. Do your banner ads include compelling calls to action that drive clicks?

  4. Is your homepage balanced with an appropriate number of banners, avoiding overabundance?

  5. Have you eradicated every carousel and ensured it won't resurface?


Optimization Checklist for Sales Pages (Listings) and Categories:


  1. Has the pricing for discounted products achieved its intended purpose, with clear inclusion of the discount percentage?

  2. Are attention-grabbing colors, like bright red, employed for vital elements such as sale prices or the term "discount"?

  3. Are product images immediately visible without scrolling, accompanied by a clear, prominent title indicating the category?

  4. Are product images maximized for visibility and space utilization?

  5. Do alternative product images appear upon hovering the mouse over them?

  6. Have you incorporated subcategory filters on the sales page?

  7. Can products be effectively filtered based on category-specific variables like size, color, etc.?

  8. Do you offer a comprehensive range of sorting options, including ascending/descending options for price, popularity, relevance, and new arrivals?

  9. Is all relevant information included?

  10. Are available sizes clearly displayed, especially for clothing categories?

  11. Do you provide color options?

  12. Is the number of ads displayed within reasonable limits?

  13. Do you relegate unavailable products to the end of the sale listings for clarity?



Optimization Checklist for Search Results Page:


  1. Have you incorporated suitable filters for categories and subcategories, making it convenient for users to refine their search results?

  2. Do you offer a comprehensive range of sorting options, including ascending/descending choices for price, popularity, relevance, and new arrivals?

  3. Are the products visible on the screen without requiring scrolling?

  4. Have you included a clear call to action on pages with no search results?

  5. Are the search results accurate for the most commonly used keywords?

  6. Is your search engine sophisticated enough to identify prevalent spelling errors?

  7. Do you provide automated suggestions or recommendations?

  8. Do you display the user's searched keyword along with the total number of results?




Product Page Optimization Checklist:


  1. Is the product image sufficiently large to showcase specific details?

  2. Does the image zoom feature function correctly?

  3. Are the product photos of high quality and resolution?

  4. Do the images emphasize key features important to users, such as shoe soles?

  5. Are multiple images available for each product, and are they easily navigable?

  6. For clothing retailers, do you provide model information alongside the image?

  7. Can users easily access ratings and recommendations via a button or scrolling down?

  8. Are customer reviews readily legible?

  9. Are the "big four" pieces of information grouped together? (What is?)

  10. Does your primary Call to Action use an imperative sentence rather than a single word?

  11. Is the Call to Action clearly visible without the need for scrolling?

  12. Do you employ techniques to create a sense of urgency?

  13. Are the steps leading to checkout clearly defined after a user adds a product to the cart?

  14. If a product is out of stock, do you present customers with similar products or alternative options, or allow them to sign up for a reminder when the item becomes available?

  15. Do you present shipping information clearly?

  16. If high shipping costs are common in your industry, do you include a shipping cost calculator in the purchasing process?

  17. Are all product specifications available in the product description?

  18. Are customization options, like color, size, and gift packaging, clearly visible and user-friendly?

  19. Do you include a reminder to select a size or color if a customer forgets?

  20. Do you integrate user-generated content, such as content from Instagram?


Optimization of the Shopping Cart:


  1. Is the primary purchase call to action prominently displayed?

  2. Have you applied the same urgency-building techniques as those on the product page?

  3. Do you introduce time pressure during the sale with notifications like "Your product is reserved for 30 minutes"?

  4. Can customers easily adjust the quantity and size of products in the shopping cart?

  5. Is it straightforward to remove items from the cart?

  6. Do customers have the option to save products for later instead of deleting them from the cart?

  7. Does the cart retain products for at least 7 days (ideally 30) for unregistered customers?

  8. Is the cart linked to the user's account, allowing access from different devices? (Revisiting the cross-device functionality)

  9. Have you incorporated trust-building graphics, such as symbols, seals, locks, certification marks, etc.?

  10. Is the shopping cart automatically cleared of purchased products, with a seamless notification to the customer?

  11. Do you offer affordable complementary products on the purchase page, possibly on a separate page? For example, suggesting a tablecloth for customers buying a table set.

  12. Is the discount code field accessible but not obtrusive?

  13. Do you reiterate the option of free shipping?

  14. Are available payment methods displayed on the cart page?

  15. Do you provide an estimated delivery time?

  16. Do you send automated reminder emails to customers who abandon their shopping carts, encouraging them to complete their purchases?


Checkout Process Optimization Checklist:


  1. Is it possible for your customers to complete the purchase without the need for registration?

  2. For first-time customers, have you integrated the registration process into the checkout form?

  3. Is it necessary to collect customer emails at the start of the purchase process for order tracking if they don't complete the transaction?

  4. Is the form designed in a vertical (linear) format with clear, persistent labels that remain visible as users fill them in?

  5. Have you identified any fields that can be eliminated to shorten the payment form?

  6. Do the field sizes align with the expected input size?

  7. Is there a clear distinction between optional and mandatory fields?

  8. Does form validation operate for all fields, promptly notifying customers of any incorrectly filled fields?

  9. Have you included written instructions beneath the fields for correcting inaccuracies in the data input?

  10. Have you employed prefill options to streamline the login process?

  11. Do you enable repeat customers to have fields automatically filled and retain options, such as credit card details?

  12. Have you employed a distinctive styling for credit card input fields, enhancing the user's perception of an added layer of security?

  13. Do you provide visual guidance for entering credit card details, such as an image indicating where to find the CVV code?

  14. Does the main call-to-action label on each checkout stage clearly describe the action, for example, "Buy Now"?

  15. Is the primary call to action more prominently displayed than the other two calls to action, and why exactly are there three?

  16. During registration, have you refrained from overcomplicating the password selection process with unnecessary requirements?

  17. Have you streamlined the header and navigation for a simplified user experience?

  18. Have you simplified the footer to prevent customers from accidentally abandoning the purchase process?

  19. Did you include a progress bar for checkout stages with multiple pages?

  20. Is it entirely evident that the order summary page immediately preceding the purchase is not a thank-you page?

  21. Can users make address changes on the order summary page just before the purchase without returning to the beginning of the checkout process?

  22. Do you offer a wide range of payment options?

  23. Do you provide exceptionally efficient checkout options, akin to Amazon's one-click purchase?



Optimization Checklist for Your Offering:

  1. Is your pricing competitive when compared to your Google Shopping competitors or any other advertising platform you utilize?

  2. Have you enabled the option to display the lowest price on Google Shopping, such as for the smallest size?

  3. Do you offer discounts, and are they consistently visible or reserved for special occasions?

  4. Do you provide daily coupons?

  5. Do you offer coupons during holidays and special events, and do you prominently feature them site-wide?

  6. Do you incorporate a countdown timer for your discounts and coupons?

  7. Do you provide free shipping?

  8. Are free returns part of your offering, and if so, for what duration compared to your competitors?


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