This document provides tips and recommendations for optimizing conversion rates on various pages of an e-commerce website. It suggests simple tweaks that can be made to the home, category, product, cart, and checkout pages to improve navigation, highlight popular products, simplify processes, and add relevant calls-to-action. Implementing some of these changes may increase conversions by up to 100% or more. It concludes by offering a free website audit service to analyze specific pages and identify additional optimization opportunities.

1. Conversion Rate
Optimization
May 14th
, 2013
Paul Ryazanov
Director of business development
Promodo Inc.

2. Promodo at a Glance

3. Why it is Important
Home page tweaks
Categories & filters
Product page
Shopping cart
Checkout
Q&A
Plan

4. Why it is Important
One simple change which takesOne simple change which takes
only few minutes to apply mightonly few minutes to apply might
significantly improve yoursignificantly improve your
conversions up to 100% andconversions up to 100% and
more.more.

5. Home page
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1 Improved navigation with extra filters
Promotion of few offers at once
Featured brands with focus on brand logo
Clearance with special icons
Features models with stickers
SEO text

6. Clear logo, what you do, toll-free, clear shopping benefits as well as clear
shopping cart and checkout button– that’s sample of a good website header

7. Use mouse-over effect for menu, highlight selected categories,
and correctly activate top navigation once selected.
Search field is supposed to work with auto-suggest.

8. Replace the slideshow with one single collage, clear call-to-actions.
This way you can better track performance of each ad.

9. Analyze what brands/categories are the most popular – use Google analytics.
Use brand logo and sexy product photos with no watermark.

10. Analyze what models are best-sold with a help of Google analytics.
Keep them on the home page. Use discount labels in different colors.

11. Small details such as labels – New / Top Sales are very important.
This way you can drive customer attention to specific models.

12. You can collect the most frequently
asked questions from your support
and reply to those questions in a
very professional way.

13. Store reviews, ratings, presence at eBay, Amazon stores –
key to get immediate trust of your visitors

14. Brand page6
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1 SEO text, image for brand
Advanced filters
Sub-categories listing
TOP models for this brand
Product listing with labels, compare and buy
Compare block

15. It’s good idea to highlight TOP models of specific brands.
Sometimes people search for keywords including top models queries.

16. Understand how visitors search for products.
Use filters and order them by popularity

17. Let visitors make the choice of a very few models and compare them.
This will help you identify which models are popular.

18. When you list models by different brands, showcase a brand with logo.
Use big images. You may use popup to showcase product preview.

19. Clean navigation helps to drive visitor to what they want faster.
This sample lets you combine 2 options at once.

20. Product page
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1 Big photos, no watermark, zoom
Social icons, store benefits, support
Clear pricing, delivery info, payment info
Recently viewed section
Recommendations by customer experience
SEO text – for a specific model

21. Showcase product gallery. Use video if you have.
Keep labels if such model is New / Top Sale / Recommended etc.

22. Use social tools such as FB, Twitter, Pinterest.
Showcase benefits and present ways to ask questions about specific models.

23. Price, savings.
Shipping and delivery info.
Big buy now button.
Showcase payment options.

24. Keep tracking of viewed products.
Especially with a big range of
products visitor might loose one while
searching.

25. Use your data to build recommendation lists based on customer behavior.

26. Cart page
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1 Improved product info
Return policy, phone support

27. Keep the shopping cart data for a while. Even for non-members.

28. Final list of benefits.
Final info about delivery.
Phone number for support.
Information about security.

29. You can suggest alternative discounts.
Or suggest to subscribe for deals.

30. Checkout page
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Easy checkout step for guests
Simplified shipping section
Clear showcase of cart and price
Only required payment fields

31. Simplify the checkout process for guests.
They might signup later if you value their time now.

32. Let user view the cart and pay fast.

33. Content page
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Clear navigation
Content mixed with images

34. What Next?What Next?
In God we trust.In God we trust.
Everything else we test.Everything else we test.

35. Free SEO and CRO audit
We would like to invite all you to take a free 10-15 minutes
personalised webinar for a quick audit of your website and
marketing campaigns by Google certified experts.
- Quick usability audit of the existing site;
- Quick SEO audit and review of existing analytics;
- Audit of PPC campaigns;
- Technical audit;
- Best practices of conversion rate optimization.
Reach out:
contact@promodo.com

36. Thank you!
Paul Ryazanov
Director of business development
at Promodo
e-mail: p.ryazanov@promodo.com
Skype: pavel.ryazanov
www.promodo.com