50-Point Conversion Optimization Checklist
The totality of the online marketing initiatives by a business or an organization is all geared for one thing: for the desired person to perform the desired action (buy a product, avail of a service, fill out a form, etc.)
It is, of course, impossible for your entire audience to turn into customers, but it is still hoped that this would be the case. The effectivity of your campaign would be based on how much you turn potential customers into actual ones.
This 50-point conversion optimization checklist will help your marketing initiatives be on-point. This comprehensive guide will help you to do the right thing to obtain the needed results.
By adhering to the best practices in addressing each aspect of your campaign, you will be more capable to influence your target market to perform the action you want them to do.
Amplify your conversion now with the help of this 50-point Conversion Optimization Checklist!
Ecommerce Conversion Checklist Sections
B. Home Page - Your First Impression
C. Site Navigation - Make it easy to go around your site
Ecommerce Conversion Checklist
This checklist will be divided into 11 sections, covering all 50 aspects you need to check on your ecommerce site. To make this short and quick, we will link to the other articles here in the Lander Blog that can provide an in-depth guide on a specific topic. Let’s get the ball rolling!
A. Who are your Customers?
1. Conduct a Survey
Survey your existing customers! Get to know your audience so you know where to concentrate your efforts for a successful ecommerce site.
Are your visitors more interested in a specific product? What do they think of your new sale? Are they interested in products, or are they looking for more?
2. Dive into your Analytics
Your Google Analytics account can tell you a lot of ideas and report various data that can help you with your marketing efforts. Be sure to appropriately run Ecommerce Reporting or Enhanced Ecommerce on your website.
B. Home Page - Your First Impression
3. Display Bestselling Products on the Home Page
Use your Analytics and check your bestselling items! It’ll be easier to market and sell these items.
4. Offer More Ways on How to Order
Make it easier for your customers to order on your website. Either let them purchase via your website, or offer phone orders for those who prefer to call and ask questions.
5. Show Product Videos below the fold
This is a good strategy that can help market your product. Showing videos above the fold may disrupt or distract the customer from buying.
C. Site Navigation - Make it Easy to go Around Your Site
6. Take time to sort and categorize your products
Think of the user when creating your categories. Name your categories by using common names that the user can easily associate your product on. It will also help if you sort your categories by popularity, so buyers can easily navigate around your site.
7. Create a Good, Catchy Tagline
Create a tagline that easy to remember so users can easily recognize you from the other brands. This tagline should be in line with the type of business that you have, and should also represent your company as a whole.
8. Write distinctive selling points for your products.
They should be able to tell the difference between your product and the products sold by your competitors. What makes your product unique and sellable?
D. Product Search
9. Determine Site Search accuracy
Try searching via site search and see if the appropriate products show up for your queries.
10. Intelligent search
Your site search should be able to cover even misspelled words, or enable auto-suggestion so users can easily find what they’re looking for.
11. Category Search
Make it easier for customers to search for a specific product by enabling category search on your site.
12. Search History
Show recent searches of your users
E. Product Page Optimization
13. High Quality Images and Videos
Show high quality product images and videos to attract buyers
14. Well-thought Product Description
Don’t just copy your description from Amazon or your supplier; create your own description!
15. Display the Price
Display the price of the product; it helps in the purchasing decision of your customer.
Let the customer select the delivery date, if possible. If not, you should be able to provide an estimate of its delivery time.
17. Out of Stock
Products that are out of stock should be labeled correspondingly. On the other hand, let your customer enable email notifications should they want to wait for the product to be in stock again.
18. Customer Reviews
Customer Reviews should be encouraged. This will help boost your product.
F. Checkout Optimization
19. Make the Checkout Process Easier
Make it easier for the customers to checkout. Offer a persistent shopping cart. if they are registered, pre-fill their information, and automatically pre-fill address information once they input their zip code.
If they have entered information that resulted into an error, preserve their previous information and highlight where they had input wrong.
20. Security is Important
Security is always important. If you’re an ecommerce site that has optimized the use of SSL to certain pages of your website, then make sure to that your SSL certificate is installed correctly.
That green padlock thingy is important.
Either get that EV SSL Certificate from your hosting provider, or get it from Let’s Encrypt for free and other free SSL certificate providers.
21. Form Field Tags
Tag form fields whether its optional or mandatory. It will also help if you give an example against each field.
22. Form Field Appearance
Labels should be visible and readable at all times. Keep the form linear, so the user knows where to proceed next.
23. Form Field Text Box
The form field should be able to match the expected length of response.
24. Form Field Errors
Display validation errors closely to the errant field. Also, let the user see validation checks so they know it’s good to proceed on filling up the form.
Be specific with the text displayed on your button so the customers will understand what it is for.
26. Account Registration
Don’t force account registration right away. You can do that as an optional step of the checkout process. In choosing a password, don’t make it too much complicated.
27. Guest Checkout
Highlight the guest checkout option better than registration. It makes it quicker for the customers to proceed with their purchase, then offer registration as an additional option.
28. Reduce Checkout Friction
As much as possible, limit the navigation and exit points on the checkout page. Also, keep your checkout as simple as possible/
29. Intelligent Defaults
Anticipation is the key. Anticipate the common, recommended, popular response to questions such as shipping preferences so buyers can go ahead and speed up the process.
30. Checkout Process as Navigation Links
It should be possible for the user to go back to the previous step on the checkout process.
31. Extra Costs should be stated right away
Don’t hide these extra costs. As much as possible, be transparent about these extra costs you’re charging.
32. Newsletter Sign-up
During registration, it should be the customer’s choice whether he wants to subscribe to your newsletter or not.
G. Touch Point Optimization
33. Meta tags should be optimized
Optimized not for keywords, but for readership. Use it as a marketing tool, not just for SEO purposes.
34. Auto-responder Emails
Scrutinize your auto-responder emails. Check for appropriateness and clarity.
35. Password Reset Emails
Pay attention to your password reset emails. It should be a standard reset, with the option to create a new password instead of sending in the previous password.
36. Order Confirmation
It’s better to send in an email on order confirmation and order shipped to notify and remind the customer of their purchase.
37. Thank You message
This is your chance to recommend other products on the store! You can also use this page for newsletter sign up, social media following and sharing, feedback, and even for customer support.
38. 404 Page/No Results Page Optimization
Instead of a generic 404 page or No Results page, you can optimize it to show relevant or similar products to a search query.
You can also direct them to the home page, a search box to encourage product search, or a contact form for inquiries.
39. Optimize Validation Error Messages
Your error messages should be optimized as well. Not for keywords, but it shouldn’t sound rude or monotonous as much as necessary.
40. Offer multiple payment options
41. Social Media, Google Trusted Stores
Get your brand involved with social media. It’s better to sign up with Google Trusted Stores.
H. Information Touch Points
42. Educate visitors about your product
43. Improve About Page, Contact Us Page
44. Perform usability testing on your website
I. Load Speed Optimization
45. Page Speed Optimization
The need for speed! Who doesn’t love a fast loading website? Start using Page Speed Insights and see how fast (or slow) your website is!
46. Consider Accelerated Mobile Pages (AMP)
eBay is the frontrunner of an AMP-based ecommerce website. While Google is polishing AMP for ecommerce websites, consider AMP-ing your blog posts as a test and see how this can help you convert easily.
J. Shipping and Returns
47. Establish a good shipping and return policy
48. If possible, offer free shipping (with limits of course)
If you’ll offer free shipping when a customer’s order reaches a certain price, inform them properly. The condition must be visible and easily spotted by the customer.
K. Customer Re-Targeting
Remarketing is a great tool you can use if you’re using AdWords! To quote:
“The remarketing, or retargeting - is a highly cost effective method for showing your company’s ads to visitors after they have departed your website.”
50. Clean your Subscriber List
If you’re not seeing any interactions from some subscribers after doing these best practices, it’s time to get them out of the list.