Here are our top Magento and eCommerce tips to decease shopping cart abandonment and increase online sales for the 2016 holiday season.

1. Atlanta
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eCommerce
CRo
111TipsFor
TheOnlyListYouWillEverNeed
FromyoureCommercewebsitedesigntoyourproductdeliveries,thereis
alotyoucandotoimproveyourconversionrate!
BYTHECOMMERCESHOP
hello@thecommerceshop.com
THE
COMMERCESH
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FOCUSED
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GROWINGYO
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REVENUE
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2. ©Innoppl2016.AllRightsReserved.
Nopartofthispublicationmaybereproducedortransmittedinanyform orby
anymeans,includingphotocopyingandrecording,orbyanyinformationstorageandretrievalsystem.
THE
COMMERCESH
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FOCUSED
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REVENUE
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00Table
OfContents
Chapter01:UnderstandYourTargetAudience
Chapter02:IdentifySourcesToRecruitMoreShoppers
Chapter03:HomepageOptimization
Chapter04:OrganizeYourStoreForEasyNavigation
Chapter05:ImproveProductDiscovery
Chapter06:SearchBoxOptimization
ChapChapter07:ProductPageOptimization
Chapter08:IncorporateASenseOfUrgency
Chapter09:PromoteCrossSellingAndUpselling
Chapter10:ProvideEasyCheckOutOptions
Chapter11:TransparencyInShipping/DeliveryProcess
Chapter12:ProactiveCustomerSupport
Chapter13:OptimizeYourPageLoadingTime
ChapChapter14:PersonalizedMarketing
Chapter15:IntelligentUseOfSocialMedia
Chapter16:MarketingCampaignAndSeasonalPromotions
Chapter17:BuildLoyalty
Chapter18:OtherValuablePointers
Index
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3. TheeCommerceindustryisatrilliondollarbusinessthatisstillinitsgrowingphase.With
out-of-theboxeCommercesolutionslikeMagento,plentyofonlineentrepreneursare
jumpingontheeCommercebandwagontotryandmakeitbig.
However,there’soneproblem:ThemajorityofeCommerceownersBARELYbreakeven.
Andthismakessensebecauseifyou’resellingonline,you’recompetingwiththebigplay-
ers,likeAmazon,Asos,REI,Etsy,etc.
AseCommerceConsultants,wethinktheonlywaytosucceediswhenyouplaysmartand
startpayingattentiontoyourCRO.
111TipsForeCommereCRO-TheOnlyListYouWillEverNeed www.thecommerceshop.com |hello@thecommerceshop.com
WHYYOUSHOULDBE
FOCUSEDONeCOMMERCECRO
3

4. 111TipsForeCommereCRO-TheOnlyListYouWillEverNeed www.thecommerceshop.com |hello@thecommerceshop.com4
Conversionrateoptmization(CRO)isafancywordusedtodescribethevarioustweaksyou
dotoyourwebsitetohelpconvertyourcasualvisitorsintoloyalbuyers.Changingcolors,
addingimages,usingbuttons,incorporatingreviewsandincludingpop-ups–Anything
youdotoincreasesalesonyoureCommercesitefallsundertheCROumbrella.
WhatisCRO?
Tounderstandyourwebsite’scurrentCROandsetabaselineforyoureCommerce
website,usethisequation:
Toensureanaccurateconversionrate,makesureyouremovevisitorswhobounced
fromthefirstpagetheyvisited.Sincetheyleftwithoutlooking,theyneverhadthe
chancetoexperienceyourwebsite/convert.
“Note:
TheIndustry
eCommerce
ConversionAverageIsBetween
2-4%
ConversionRate=(TotalOrders/NumberOfVisitors)*100
Example:(100ordersperweek/10,000weeklyengagedvisitors)*100=1%ConversionRate
HowDoYouCalculateTheCROOfYourMagento
Website?

5. eCommerceCRO
TIPS
111TipsForeCommereCRO-TheOnlyListYouWillEverNeed www.thecommerceshop.com |hello@thecommerceshop.com5
TohelpyouimplementourexhaustivelistofCROtips,wehavedividedthetipsintovarious
chaptersthatfitsexactlyintoyoureCommerceprocess.
Fromwebsitedesigntoshippingproducts.we'veoutlinedareaswhereyoucanimprove
yourconversionrate.
First,wesuggestyoumeasuretheperformanceofyourwebsitewithrespecttoCROand
thenheadontothefollowingpoints.
OurListOf111eCommerce
CROTips
Ifyouwouldliketogoin-depthandcalculatetheconversionrateofyourproductpage,
use:
ProductConversionRate=(Producttransactions/Productpagevisits)*100
HowDoYouCalculateTheCROOfAParticular
Product

6. 01CHAPTER
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Marketanalysisshouldhavebeenyourfirststepwhendecidingonyour
eCommerceventures.Evenifyou’vefoundthetargetaudiencewhowillloveyour
product,it’ssometimesimpossibletobreaktheclickbarrierandgetthem
tomakeatransactionwithyou.
UnderstandYourTargetAudience

7. 111TipsForeCommereCRO-TheOnlyListYouWillEverNeed www.thecommerceshop.com |hello@thecommerceshop.com7
Yourtargetaudienceknowswhattheywant.Soaskthem.Surveysareagreatway
togetsomefeedbackaboutyourserviceandwebsite.Toencouragemaximum
participationalongwithadditionaltransaction,incentivizeyourshopperswith
somestorecredittheycanusefortheirnextpurchase.Youwillhaveafairnumber
oftakersreadytogiveyousomevaluableinformationneededtooptimizeyour
store.
Tip#1:ConductSurveys
It’seasytogetcustomersinterestedinasurvey,butframingtherightquestionis
themostdifficultpart.Spendtimethinkingofthequestionsthatyouneedanswered
–Andthenaskaway!
Ifyouneedanyhelpinbuildingaquestionnaire,shootoutamessageto
@thecommerceshoponTwitter.
Tip#2:AskTheRightQuestions

8. 02CHAPTER
111TipsForeCommereCRO-TheOnlyListYouWillEverNeed www.thecommerceshop.com |hello@thecommerceshop.com8
Whatifyou’vetargetedthewrongcrowd,alltogether?Thishappensvery,veryoften.
We’veseeneCommerceownersspendalotofmoneyononlineadsandwebsite
makeovers,onlytoseenoreturn.Ifthat’sthecase,thenit’stimetofindtheright
audienceforyourawesomeeCommercestore.
IdentifySources
ToRecruitMoreShoppers

9. Socialmediaandotheronlineplatformseasilyletyoureachouttoyourtargetaudi-
ence.It’sessentialyouvisitGoogleAnalyticsandidentifywhereyoursocialreferrals
arecomingfromandthenengageonthoseplatforms.
Tip#3:TappingTheSocialPlatform
111TipsForeCommereCRO-TheOnlyListYouWillEverNeed www.thecommerceshop.com |hello@thecommerceshop.com9
Areferralcampaignisanothereasywaytoreachouttomorepotentialbuyers.Start
areferralprogramandincentivizecustomerstoparticipateandspreadthelove.
Tip#4:RequestingYourExistingCustomerBase

10. 03CHAPTER
111TipsForeCommereCRO-TheOnlyListYouWillEverNeed www.thecommerceshop.com |hello@thecommerceshop.com10
Thefirstimpressionisalwaysthebestimpression,asyouhavelessthan3secondsto
impressyourpotentialshoppers.It’sessentialyourwebsitehasthebestUX
tohelpimproveyourCRO.
HomePageOptimization

11. 111TipsForeCommereCRO-TheOnlyListYouWillEverNeed www.thecommerceshop.com |hello@thecommerceshop.com11
Withmoreuniquelayoutsmakingtrends,eCommercewebsitesarebuildingtheir
ownidentity.Customerstendtorespondbettertotheemotionofthestorytelling
websiteratherthantheconventionallayout.
Tip#5:CreateYourUniqueBrand

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AccordingtoMojn,personalizationisthekeytoincreaseeCommerceCRO.Ina
survey,75%ofcustomerssaidtheylikeitwhenbrandsgivethempersonalized
messagesandoffers.
TTodothis,getthecustomertoparticipateinaquestionnairesessionthathelpsyou
giveapersonalizedshoppingexperiencetocustomers.SOJeansistheperfectex-
ample,wheretheytakepersonalizationtoawholenewlevel.Theyhaveaseparate
tabcalled‘thefittingroom’wherethecustomersanswer4simplequestions,return-
ingthebestjeanrecommendation.
Tip#6:ProvideAPersonalizedTouch
Buildinganonlinecommunityiseasyifyou'reontheright
platform.Limeroadistheperfectexampleofbuildingan
amazingcommunityofonlinefashionistas.Theirconceptisto
createacombinationofdifferentlooksthroughtheirscrapbook
option.Peoplewhocreatesuchscrapbookpostsgetcredits
thattheycanusetoshopattheLimeroadsite.
Tip#7:BuildACommunity

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Plus,theirwebsiteisalwaysrefreshedwithamazingstylesbelongingtovarious
genres.Visitorscaneasilypurchasetheentirelookorchoosespecificpiecesthey
like.
Getcustomershookedontoyoursitewithasimpleconceptcalledcommunity
building.
Thesearchboxshouldbethemostprominentpartofyourwebsite.Theintegralpart
ofyoureCommerceCROsuccessdependsonmakingitclean,visibleandaccessi-
bleforeveryone.Again,Limeroaddoesagreatjobwiththis.
Aperfectsearchboxwitharelevantcalltoactioninvitingcustomerstosearchfor
theirqueries.
Tip#8:MakeSearchVisible
Create
Scrapbook
Thenavigationbarisanotherimportantelementthathelpscustomerslocatethe
productsorservicestheyneed.Ifyou'reaB2CeCommerceportal,thenyou’re
boundtohavelotsofproducts.Theperfectwaytoorganizethemisthroughthe
intelligentnavigationbar.TakealookatChumbak–Theynailthenavigationbar.
Tip#9:UsefulNavigationBar

14. 111TipsForeCommereCRO-TheOnlyListYouWillEverNeed www.thecommerceshop.com |hello@thecommerceshop.com14
Thetipistousesimpletermsthatpeoplecaneasilyrememberandidentifywith.
Thenavigationbarwillalsohelpsplitparentcategoryandtheirsubcategories.Try
toshowcaseyourmostpreferredcategoriestoletpeopleeasilyaccessthem.
ThisisoneofthemostpopularandeffectiveCROstrategiesusedbymosteCom-
mercewebsites.But,thetruthisthatsomesitesuseitbetterthanothers.
Koovs.comdoesaprettygoodjobingettingpeopletosignupwiththeirprominent
attentiongrabbingpopup,whereasHopscotchhasmadeitdifficulttoseeand
placeditnexttotheirsignupbutton.Thismightnotbeaseffective,ascasualvisitors
caneasilymissit.It’sanopportunitylost.
Yougaintwomainthingsoutofincentivizing:
•Motivatingcustomerstomaketheirfirsttransaction
•Gettingthemtosignuptobuildingyourdatabase
LowKey
Tip#10:IncentivizeNewCustomersToSignUpAnd
MakeTheirFirstTransaction
Register&get₹400off! SignIn

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Prominentdisplayofyour
customersupportdetailsis
anotherpositiveeCommerceCROtechnique.
Thisworksbestinbuildingyourcredibilityamongstnewcustomerswhoarelook-
ingtomaketheirfirsttransaction.Also,beinghonestandopenaboutyourcustomer
supportandavailabilityisimportant.
Cottonworlddoesagreatjobinhighlightingtheircontactnumberalongwiththeir
workinghours.Thishelpscustomerstojustopenthesiteandreachouttothem.
Tip#11:LetCustomersKnowHowAndWhenToContact
You
Runningpromotionalcampaignscanhelp
yougainsometransactions.But,it’snot
enoughthatyousendoutmailersandrunPPC
campaignstopromoteit–It’sessentialtolet
yourvisitorsknowyouhaveawesome
discountsavailable.
Yourhomepageisthebestlocationtoshowcaseyourpromotionaloffers.Thebest
waytogettheiracustomer'sattentioniswithabigbannerthatsays,"GetX%offon
ourbestsellingproducts."
BAGATTACK!
FLAT60% OFF
SHOPNOW
Tip#12:HaveAPromotion?FlauntIt
AstudyfromActualInsightsrevealedthat75.66%ofshopperstrustsecurity
badges,astheyareoneofthetrustfactorscustomerslookforinanunfamiliar
website.However,don’tgetcertifiedbysomerandomsecurityfirms.Makesure
youlearnabouteachone’scredibilityanditsrelevancetoyourwebsiteandusers,
beforedisplayingitonyourwebsite.AtestconductedbyBaymardrevealedthat
differentbadgesyielddifferentlevelsoftrust.Optimizeyourwebsitewiththeright
trustsealthatbestrelatestoyourcustomersandproducts.
Tip#13:ShowcaseYourSecurityCertificates

16. 111TipsForeCommereCRO-TheOnlyListYouWillEverNeed www.thecommerceshop.com |hello@thecommerceshop.com16
“TheBestSenseof
whenpayingonline?
TRUST
AstheworldofeCommerceisheadingtowardsthepersonalizedlane,it’simportant
tohaveaspecific‘recommendedforyou‘sectiononthehomepage.ASOSdoesa
greatjobinrequestingaccesstocustomer’sbrowsercookies.Thishelpsinrecom-
mendingproductsthatareofinteresttothecustomers.Italsohelpsingrabbinga
customer'sattentionandalsoimprovesyoursite’sbouncerate.
Tip#14:PersonalizeYourHomePageByUsing
Shopper’sBrowsingHistory
Aneasywaytogetcustomerstoplacetheirorderisusingthepoweroftheword,
"Free."InthebooknamedFree,ChrisAnderson(theauthor)sharesthestoryabout
whathappenedwhentheyimplementedfreeshipping.Spoileralert:Amazon’s
salesshotupglobally,withtheexceptionofFrance.Thisisthepsychologyof
shoppersandbymakinguseofthiskeyinformation,youcangetmorecustomers
toconvert!
Tip#15:ProvideFreeShippingAndReturnsOnYour
Homepage

17. 111TipsForeCommereCRO-TheOnlyListYouWillEverNeed www.thecommerceshop.com |hello@thecommerceshop.com17
Evenyoucanprovideconditional
freeshipping,itgreatlyhelpsin
CRO.2BigFeetisagreatexample
aswhentheyimplementedfree
shippingforordersover$100,
theywitnessedanincreaseof50%
intheirsales.intheirsales.
DisplayingtherightproductsonyourhomepagewillhelpyourealizebetterCRO.
Howwillyouknowifyourwebsiteperformswellforseasonableproductsorthe
newarrivals?A/Btestingistheperfectwaytounderstandhowwellyourcustomers
perceiveyourproducts.Conductsplittestingonthedifferentkindsofproducts
displayedonthehomepagetounderstandhowwellcustomersinteractwithand
respond.
Tip#16:A/BTestOnTheProductsToDisplayOnYour
HomePage
Onlinecustomersliketohelpthemselves,as91%ofsurveyrespondentssaidthey
wouldratheruseaself-helptooltofixtheirproblems.
InvestinginavastandinteractiveFAQ
willhelpreducethenumberofemailsto
thecustomerservicedepartment.It
helpstomaketheFAQresourcefulwith
itsownsearchboxforyourcustomer’s
convenience.
Tip#17:HaveAProminentFAQSection
Ifyou’refeaturedinsometop
magazines,websitesornewspapers,
thenit’stimeyougotsomemileage
foralltheloveshoweredonyour
brand.
Tip#18:HaveYouBeenCoveredByMedia?IfSo,
ShowcaseIt!

18. 04CHAPTER
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Navigationishowcustomersexperienceyourwebsite.Onlywhenthereisaseamless
navigationwillcustomershaveafantasticeCommerceexperience,resultingina
higherConversionRate.
OrganizeYourStoreFor
EasyNavigation

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Standardcategoriesarefineforgeneralsuperstoresthatselleverything,butwhen
youhaveaboutiquesetup,it’sessentialtocreateacategorythemethatbestfits
yourproduct.
1.Alphabetical–Makessensewhenyouhaveagazillioncategoriesand
products.
2.GenderAndAudience–Ifyouhaveproductsforwomen,menandkidsthen
thisistherightkindofthemethatbestfitsallyourproducts.
3.PurposeOriented–Basedonyourproductsandtheirpurpose.Ifyouhave
variousproductslikeropes,tents,fishingrods,etc.thenhavecategorieslike
hiking,camping,mountaineering,fishingtotargetthenicheaudience.
Tip#19:FindTheRightThemeToSetCategories
Reebokhasdoneanexcellentwayofcategorizingtheirproductbasedonacus-
tomer’sfitnessprogramandprovidingavisualdisplayforeach,helpingthemdis-
covertheproductstheyneedeffortlessly.
Tip#20:ProvideVisualNavigationalAssistance

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Multiplecategoriesleadtomoreconfusionandexcessnavigationtimeforcustom-
ers.Thiscreatesmorefrustrationandfewerconversions.Tohaveanoptimized
store,itsbestyoucreatetherightsetofcategoriesneededtoorganizetheproducts
within.
Tip#21:AvoidHavingMultipleCategories,JustForThe
SakeOfIt
Whenyouareinthemissiontobringdownyournumberofcategories,don’tblindly
removeyourcustomer’sfavoriteones.Alwaysuseyourtrustedfriend,GoogleAna-
lytics,andfindthemostusedcategoriesandstartweedingouttheuntouched
ones.Thishelpsyouunderstandyourcustomer’snavigationalpatterns.
Tip#22:AnalyzeCustomer’sPreferredCategories
Noonewantstobrowsethroughmillionproducts.Subcategoriesareagreatwayto
segregaterelevantproducts.Createasmanysubcategoriesneededtofitallyour
products.Thekeyisrelevance.
Tip#23:CreateSubcategories
“
Noonewantstobrowsethrough
millionproducts
SUBCATEGORIESAREAGREATWAYTO
SEGREGATERELEVANTPRODUCTS.

21. CONTACTOUR
MAGENTODEVELOPMENTTEAM
hello@thecommerceshop.com
LookingTo
FixYourConversion
KillingIssues?

22. 05CHAPTER
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ThemajorconcernofaneCommercewebsiteisproductdiscovery.Ifcustomerscan’t
locateyourproduct,they’renotgoingtoconsiderreturningtoyourwebsite.These
simpletipswillhelpimproveproductdiscoveryratetremendously.
ImproveProductDiscovery

23. 111TipsForeCommereCRO-TheOnlyListYouWillEverNeed www.thecommerceshop.com |hello@thecommerceshop.com23
ThisistheperfecthackforeCommercewebsitesthathavethousandsofproducts
withplentyofparentcategories.Usingthesamesubcategoryundermultiple
parent-categorieshelpscustomersfindproductseasily.
Jabonghasaparent-categoryfor‘Accessories’andthesamecategoryisusedas
thesubcategoryundertheparentcategory‘Women’.Thisparticularflowis
designedforcustomer’snavigationalpattern.Basically,wecan’tcategorizehow
customer’smindworks.Ourbestbetistolookatvariouspossibilitiestofitour
pproductstoenhanceitsvisibility.
Tip#24:InterlinkCategoryFields
Productpageshavethemostimportantkeywords.Evenifyouareunabletocreate
enoughcontentforeachandeveryproductpage,makesureyouaddrelevanttags.
Thiswillgreatlyimproveproductvisibility.
Tip#25:CreateAppropriateTagsAndMakeThem
SearchFriendly

24. AddToCart
Browse Search
AdvancedSearch>>
B123CT890
111TipsForeCommereCRO-TheOnlyListYouWillEverNeed www.thecommerceshop.com |hello@thecommerceshop.com24
It’stimetogetbacktoourtrusted
friendGoogleAnalytics.TheBehavior
FlowAnalysisisanintelligenttoolthat
showsushowthemindofthecustomer
perceivesyourwebsite.Basedonthe
highlypreferredroute,wecandesign
thenavigationalpatternthatgivesthe
bestROI.bestROI.
Tip#26:UnderstandYourCustomers’Navigational
PatternsToSetUpAnOptimizedStore
Whencreatingadatabaseofahugenumberofproducts,it’sdifficulttokeeptrack
ofproductsgoingin.Performregularauditsonyoursitetocheckiftheproductsare
listedundertherelevantcategories.Asmentionedabove,ifaparticularproductfits
intomorethanonecategory,thenfeelfreetoincludeitundermultipleparent
categories.
Tip#27:AuditYourEntireSiteToCheckIfEachProductIs
UnderTheRightParent-AndSubcategory
Source:http://online-behavior.com/analytics/understanding-customers

25. 06CHAPTER
111TipsForeCommereCRO-TheOnlyListYouWillEverNeed www.thecommerceshop.com |hello@thecommerceshop.com25
ThesearchboxisthemostimportantfeatureofaneCommercewebsite.It’stheonly
featurethatcustomersextensivelyuseandwhenconfiguredright,ithelpsin
improvingthesite’sCROdrastically.
SearchBoxOptimization

26. 111TipsForeCommereCRO-TheOnlyListYouWillEverNeed www.thecommerceshop.com |hello@thecommerceshop.com26
Predictivesearchesareextremelypopular,
astheynotonlyreduceacustomer’snaviga-
tiontime,butalsoletsotherproductscatch
theshopper’seyes.
InMagzter’spredictivesearchfeature,the
customerwaslookingforthe‘Health&Nutri-
tion’Magazine,buttheyalsoshowmany
othersimilarproductsofinterest.Agreat
CROimprovement!
Tip#28:PredictiveSearchEngines
Advancedsearchenginesareextremelyusefulforcustomerswhoaren’ttookeen
onbrowsingdifferentproducts.Theyarequitesureaboutwhattheywantandthey
wanttogetitFAST.
TheJabong’sfilterworksasagreatadvancedsearchfeatureandhelpscustomer’s
shortlisttheproducttheywant.
Tip#29:AdvancedSearchEngines

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Therecouldbevariousreasonsforcustom-
erslandingonthe‘Noresultsfound’page.
But,itdependsonhowcreativeyouarein
divertingcustomersbacktothenavigation
path.
Zapposdoesagreatjobinconvertingtheir
‘noresults’pageintoaspacethatnotonly
helpsthecustomerfindtheproducttheyarelookingfor,butalsoinspreading
informationabouttheircultureandworkspace.
Tip#30:MakeThe‘NoResultsFound’PageWorkForYou
It’smandatorytohaveaprominentsearchboxonmobiledevicessincetheyhave
muchsmallerscreensizes.Eventhoughyourwebsitemayberesponsive,havinga
tinysearchiconisnotaseffectiveashavingasearchbartool.
Handbags>>
FALL2016
Inthecomparisonbetweentheabovetwo
screengrabs,Jabongmobilesiteusersare
pronetousethesearchfeaturecompared
totheChumbakmobilesiteusers.This
leadstoeasyproductdiscoveryand
improvedconversionrate.
Tip#31:ForMobileBrowsers,MakeYourSearchBox
Prominent

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Whenwestartthinkingaboutoverallconversionrateoptimization,it’squiteeasyto
forgetabouttheimportanceoftheproductpage.Theproductpageiswhereyour
conversionfunnelstarts.Eachandeveryelementinyourproductpageservesa
particularrole,whenitplaysitspartwell,youhaveapayingcustomer.Ifnot,
thenyouarelosingyourpotentialclienttoacompetitor.
ProductPageOptimization

29. 111TipsForeCommereCRO-TheOnlyListYouWillEverNeed www.thecommerceshop.com |hello@thecommerceshop.com29
Productphotographyisextremelyimportant,asit’stheonlyplacecustomerscan
seeproductsanddecidewhethertheylikethemornot.Highqualityandinnovative
productphotographyismandatorytogetcustomer’sattention.
Ifyourproductimageisn’thighresoruseful,
thendon’tuseit.
Forexample,let’stakealookatproduct#1:
And,nowproduct#2:
Tip#32:HighQualityProductPhotography
Yourcustomerswilldefinitelythankyouforaquality
zoomingfunctionality.Ithelpsthemtakeacloser
lookatdifferentpatternsanddesigns.Theonly
drawbackofeCommerceshoppingisthatcustomers
can’ttouchandfeeltheproduct,butgivingthemthe
abilitytotakeacloserlookhelpsthemtrustyour
brandalittlebitmore.
Whichwouldyoubuy?Probably#1.Bothsellerswanttosellawhitecrochet,but
theseller#1isdoingamuchbetterjobinconvincingcustomerswithadynamic
andrealisticphoto.Yourproductphotographydoesn’tendwithclickingtheright
picturewithahigh-endcamera.Itinvolvesapropersetupthatenhancesthevalue
oftheproduct.
TheNastygal.comcasestudyisagreatresourcetounderstandhowproductpho-
tographyisoneofthemainreasonsforitssuccess.
Tip#33:ImagesShouldZoomToGiveALifeLike
Visualization

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Shoppersareextremelypessimistic.Thereareplentyoftimestheyfallinlovewith
thedesignandfit,butdon’tbuytheproductbecausetheyhaveaproblemwiththe
color.
Tip#34:ListAllAvailableColorsOfTheProduct
Aproductvideoisanothergreatconversiontactic.Itworkswellforcustomerswho
wanttohaveavisualexperienceoftheproduct.Foranygadget,wehitupthe
YouTubevideoreviewsbeforeweconsiderbuyingit.Lettingcustomersaccessthe
video,withintheproductpage,helpsmakestheirdecisionprocessmucheasier.
Fitbitdisplaysitsvideoon
thebannertohelpcustom-
ersmakequickdecision
aboutbuyingtheirprod-
uct.
Colorisanimportantaspect
andplaysanimportantrole
intheeCommerceindustry.
Howmanytimeshaveyou
huntedforaparticularcolor
forproductsyoulove–
Makesureyoushowyour
truecolors!truecolors!
Tip#35:IncludeProductVideos
Sizeguidesareessential-Howelsecancustomersjudgethedimensionofthe
productandunderstandhowwellitwillfitthem?It’snolongerenoughthatyou
givethemthenumericaldetails,ithelpstobemorevisualandexplainedina
practicalmanner,socustomerscanrelatetoitbetterandmakeinformeddecisions.
APRODUCTVIDEOISANOTHER
GREATCONVERSIONTACTIC.
Tip#36:VisualAndPracticalSizeGuide

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Theproductpriceshouldbethemainhighlightofthe
page.Don’tletcustomershuntfortheproductprice,
asitgivesanimpressionthattheselleristryingto
hidesomething.It’shumanpsychologytotrust
thingsthataredisplayedprominently.
Tip#37:ProminentDisplayOfProductPricing
Productdescriptionshouldbethoroughandself-explanatory.Theyshouldinclude
allthekeywordsthecustomercouldpotentiallyusetosearchfortheparticular
product.Thisensuresyourpagegetsindexedfortherightsearchqueryandpops
upfortherightsearch.
Also,ithelpstogetcreativeandcraftanintelligentproductdescriptionfieldthat
notonlytalksabouttheproduct,butalsoincludeadditionalelementsthatcompli-
mentstheproduct.
TheBoseproductpageisanexcellentexamplewhereallinformationrelatedtothe
productisdisplayedthroughtabs.Auserlookingforinformationrelatedtotheirin-
terestedproduct,neednotlookanywhereelseotherthatthepage.
JustIn
$89.00
Thisitem shipsforFREE!
Tip#38:ProductDescriptionThatMakesTheBuyer
Go‘WOW’
EagleCreekCargo
HaulerDuffel-Small
Don’trestrictyourselftowritingboringsearchenginefriendlyproducttitles.You
needtocomeoutfrombehindyourcomputerandlookattherealworld,wherereal
customersarelookingtobuyproductsfromyou.
WelovehowAsosusesawesomeadjectivestopepuptheirproducttitles.Thisgets
customersengagedwiththebrandandtheproducts.
Tip#39:ProductTitleThatIsNotOnlySearchFriendly,
ButUserFriendly

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Acustomerlookingtobuyaproductonlineis
eagertoknowwhenthey’llreceiveit.Having
thedeliverytimementionedontheproduct
pagegivesaboostinyourconversionrate,asit
createstheeagernessamongstshoppersand
answersthequestion,“WhenwillIgetit?”
Also,don’tworryifyoucan’tgiveaguaranteeddeliverytimeline
likehowAmazondoes–Customersaresatisfiedwithatentativeone.
Tip#40:ProvideAnOptionToDisplayDeliveryDate
OnPage
Thereviewsandratingsfeatureisthebestwaytoimproveyouroverallconversion
rate.ForeCommercestoresthathavegreatproducts,itletscustomersraveabout
you.So,startencouragingcustomerstoreviewyourproductsandstartdisplaying
themontheproductpagewhereyourotherpotentialcustomersarelookingfor
suchrelevantuserfeedback.
Tip#41:DisplayProductReviewsAndRating

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Yourproductpageisagreatplacetocreatethesenseofurgencyneededtonudge
casualvisitorsintopayingcustomers.
IncorporateASenseOfUrgency

34. 111TipsForeCommereCRO-TheOnlyListYouWillEverNeed www.thecommerceshop.com |hello@thecommerceshop.com34
2 DAYS ONLY
FLAT
OFF 1/3
SHOPNOW
>
>
>
We’veallpurchasedproductsjustbecauseweseethesignsaying,“Offerending
soon.”ThesameprincipleworkswellforeCommerceoffers,aswell.
Addan“exclusiveproductpromotion,”thentakeadvantageofitbyputtingout
bannerstocreatethesenseofurgencyamongstprospectivebuyers.
ON 4000+STYLES
Tip#43:LimitedStock/OfferEndingSoon
Ifyouhaveapromotionaloffer,it’sbettertodisplaythe
“before”and“after”priceoftheproduct.Thisisagreat
conversionoptimizationmethod,lettingcustomersvisual-
lyunderstandhowmuchtheyaresavingiftheyopttobuy
theparticularproductduringthepromotionalperiod.Itin-
stantlygivesthemthenecessary,“Thisisagreatdeal!”
moment.
Tip#42:WhenProductsAreOnSale–DisplayTheBefore
AndAfterPrice

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Toimproveyourrevenue,it’snotonlyimportanttohaveanincreasednumberof
transactions,butalsoincreasedcartvalues.Crosssellingandupsellingarethetwo
mostimportantelementsthathelpinincreasingyourcartvalue.Nowthatwehave
establisheditsimportance,here’showtoimplementitseamlesslyinyour
eCommerceprocess.
PromoteCrossSellingAndUpselling

36. 111TipsForeCommereCRO-TheOnlyListYouWillEverNeed www.thecommerceshop.com |hello@thecommerceshop.com36
SeveralofthetopeCommercewebsitesusethistactictoimprovetheircartvalue.
Thisworkswellwhenyouhaveamodelportrayingyourproducts.Thevisual
elementscompelcustomerstobuytheentirelookandtherebymultiplyingthecart
valuetremendously.
Tip#47:CompleteTheLook
Havingrecommendedproductslistedonthehomepage,productpageandeven
onthecheckoutpagegetsthemuch-neededcustomer’sattention.Now,youcan
showthemotherapplicableproductsbeforetheycheckout.
Tip#44:RecommendedProductListing
Listingsimilarproductscanalsohelpcustomerschooseproductsofahighervalue.
Italsohelpscustomerstoeasilynavigateacrossproductstheyareinterestedin.
Productscaneitherbelistedeitherinasimilarstyleorbasedoncolor,depending
onthenatureoftheeCommerceproduct.
Tip#45:ListingSimilarProducts
Styleguidesandtipsdisplayedontheproductpage
areagreatupsellingtactic.Ithelpscustomerspick
upeithercomplementaryproductsoraccessories
alongwiththeircurrentproductpurchase.
Tip#46:StyleGuideAndTips

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TheeCommerceshoppingcartabandonmentrateisabout68.63%,whichisquitehigh
anddisappointing,consideringtheamountofmarketingandeffortyouputintoyour
eCommercestore.
Thecheckoutprocessisextremelydelicateandbyprovidingaseamlessnavigation
betweenthecheckoutcartandpaymentpage,youwillhaveahigherconversion
rateandhappiercustomers.
ProvideEasyCheckOutOptions

38. 111TipsForeCommereCRO-TheOnlyListYouWillEverNeed www.thecommerceshop.com |hello@thecommerceshop.com38
Oneclickpurchaseoptionletscus-
tomersnavigatefromtheproduct
pagetothecheckoutpage,without
givingthemanoptiontoabandon
theircart.Eventhoughthisoptionis
totallyagainstourupsellingand
crosssellingmotto,itdefinitelyworks.
TTherearequiteafewcustomerswho
knowexactlywhattheywantandoncetheyfindit,theywouldliketopayandexit.
One-clickcheckoutistheperfectoptionforsuchcustomers.
Tip#48:OneClickCheckoutOption
Thisisanotheruser-friendlyfeatureforcustomerswholiketohaveaconstant
watchonwhattheyarebuying.Theyfindthisagreattoolthatletsthemshopwithin
theirbudget.
Whencustomersaddtoomanyproducts,thechancesofthemabandoningtheir
cartaregreatlyincreased,asit’sevenmoreconfusingtochoosebetweenproducts
youlike.Quickviewcartsareagreatfixforsuchcases.
Tip#49:AQuickViewCart

39. 111TipsForeCommereCRO-TheOnlyListYouWillEverNeed www.thecommerceshop.com |hello@thecommerceshop.com39
Apersistentcartisanothergreattoolthatreducescartabandonmentandhelpsim-
proveconversiondrastically.Customersabandontheircartformultiplereasons,
butwhentheyreturntothesite,theircartremainsintact,withalltheirearlierchoic-
essafeandsound.Thishelpscustomerstopickupwheretheyleftoff.
Tip#50:PersistentShoppingCart–NeverLetGo
Providingaguestcheckoutoptionisagreatwaytoloopinnewcustomers.Let’s
faceit–Thereareprobablyamillionwebsiteswehavealreadysignedupat.
Customersusuallydon'twanttosignuptoanotherone.Guestcheckoutoptionare
agreatwaytoconvertcustomerswithoutgettingthemtosignup.
Thegoodthingaboutthisoptionis
that,eveniftheydon’tcomeback
later,wehavetheiremailIDtoreach
outtoandgetthemback.Youcan
alsoaskthemtosignuponcethey
completetheirtransaction.Obvious-
ly,apayingcustomerisalwaysgood
forbusiness.forbusiness.
Tip#51:ProvideGuestCheckoutOption
Thecheckoutprocessisquiteatediousoneandalotofcustomersjustwantto
completethetransactionandmoveon.Obviously,payingissimplynotasfunas
shopping.Apredictablecheckoutoptionisagreatwaytoletcustomersknowex-
actlyhowmanymorestepstogo,untiltheycompletethepaymentprocess.This
encouragesthemtobepatient.
Tip#52:APredictableCheckoutprocess

40. 111TipsForeCommereCRO-TheOnlyListYouWillEverNeed www.thecommerceshop.com |hello@thecommerceshop.com40
It’snecessarythatyouletcustomerseditthesizeand
quantityoftheproductduringtheircheckoutprocess.
Itmakesaneasytransitionbetweenthecheckoutand
paymentprocess.Apointtobenoted,onlywhenyour
checkoutprocessis100%optimizedwillyoubeableto
retainahappycustomer.
Tip#53:LetThemEditTheCartOrContinueShopping
Whatevertaxesandchargesyouwanttoaddtotheproduct,makeittransparenton
theproductpage.Customershateunnecessarysurprisesatthecheckout,causing
themtoabandontheircartandneverlookback.
Tip#54:NoLastMinuteSurprisesInPricing
Withtechnologyadvancements,therearenumerouspayingoptionsavailableto
thecustomer.Ensureyousupportmultiplepaymenttypes–Thatway,customers
arenotgivenanexcusetonotcheckout.
Tip#55:ProvideMultiplePaymentOptions
ManyeCommerceownerslookdownuponcashondelivery,astheyfeelmore
secureaboutsendingouttheirproductonupfrontpayment.But,thereversepsy-
chologyworksforthecustomers.Theydon’tliketomakethepaymentwithout
lookingattheproductfirst.Lookingonthebrightside,whentheuserismoreconfi-
dentaboutyourproductandservices,theywillnothesitatetopayupfrontfortheir
futurepurchases.
Tip#56:FreeCashOnDeliveryOption

41. 111TipsForeCommereCRO-TheOnlyListYouWillEverNeed www.thecommerceshop.com |hello@thecommerceshop.com41
Duringthecheckoutprocess,customersarepromptedtoanswerlotsofquestions.
Eventhoughit’sessentialthatyougetasmuchinformationasyoucan,certain
questionsareunnecessary.Somecustomersmighthavethepatiencetofillalong
form,buthundredsmoredon’t.Ifyouthinkyouneedallthefields,maketheleast
importantonesnon-mandatory.Yourcustomerswillthankyouforthisasthisadds
toaneasiercheckoutprocessandlesscartabandonmentrate.
Tip#57:Don’tMandateUnnecessaryDataFields
Thisisoneofthemostthoughtfulgestureyoucando
foryourcustomer.Tous,alltheformsintheworld
shoulddothis.
EnterAZipCode
Tip#58:AutomaticallyPre-FillCity&StateFieldAsSoon
AsTheUserEntersAZipCode
Don’taddanypromotionsorCTAsonthecheckoutpage.Iteasilydistractscustom-
ersfromthecheckoutprocess.Keepthenavigationfromthecarttothepayment
gatewayquickandpredictive.Forregularcustomers,haveanoptiontosavetheir
carddetailssotheyjusthavetoenterthesecuritykeytocontinueanewtransaction.
Tip#59:LimitTheNavigationAndExitPointsOnThe
CheckoutPage
Popupsduringcheckoutarearealdeal-killer.Imaginethecustomerisallsetto
completetheirpaymentprocess,whensomethingpopsupandtheyareforcedto
dosomethingotherthanbuy.Ifyoufeelyouneedsomeinformationfromtheuser,
doitwithafollowupemail.It’smuchmoreefficientandaddsforabetterCRO.
Tip#60:AvoidPopUpsDuringTheCheckout
Havingasecuredpaymentgatewayismandatory.Firsttimecustomersarequite
nervousaboutcompletingatransactionwithanunknowneCommercewebsite.
Thesetrustbadgesplaysamajorroleinlettingthemknowthatyouaretrustworthy
andwoulddelivertheproductspromptly.
Tip#61:HaveSecurityTrustBadgesProminentlyOnThe
PaymentPage

42. CONTACTOUR
ECOMMERCECONSULTANTS
hello@thecommerceshop.com
Worriedabout
youreCommerce
sales?

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Theshippingprocessisthe‘makeorbreakfactor’whenitcomestoeCommerce.
Whenacustomerseestheshippingcharges,don’tforcethemintoamajordilemma
(Example:DoItrustthissite?Doestheshippingcosttoomuch?).Havingatransparent
shippinganddeliveryprocessisessentialforimprovedconversionrate.
TransparencyInShipping/
DeliveryProcess

44. 111TipsForeCommereCRO-TheOnlyListYouWillEverNeed www.thecommerceshop.com |hello@thecommerceshop.com44
It’sessentialyousendanemailonceacustomerhasplacedanorderwithyou.It’s
mandatoryyouautomatethisprocess,socustomersimmediatelygettoknowtheir
ordernumberandtheexpecteddeliverydate.
Tip#62:AutomatedEmailResponseOnceCustomers
PlaceTheirOrder
Youmightnotbeabletogivethecorrectdeliverydate
andtimeonceacustomerplacesanorder.But,once
youhavepackedandshippedouttheorder,it’squite
easytogiveanaccuratetimeline.It’sadvisableyou
shootoutanemailoncetheorderisshippedoutso
customersareawareaboutwhat’shappeningwiththeorderandtheyalsoknow
eexactlywhentoexpectitsdelivery.
Tip#63:GiveAccurateDeliveryTimeline
Itmightseemlikeapaintoimplementthisprocess,butit’sagreatwaytogetcus-
tomersbacktoyourwebsite.Customersarealwayseagertoknowwhat’shappen-
ingwiththeirshipment.Bygivingthemawaytotrackitonyourwebsite,restas-
suredtheywillbeonyourwebsitetheverynextminut
YourAccount>YourOrders>OrderSummary>DeliveryTracking
ExpectedDelivery:
Yourparcelisoutfordelivery(Updated24minute(s)ago)
OutForDelivery
DeliveryTracking
Tip#64:LetCustomersTrackTheirOrderThoughYour
WebSite
Dispatching
Soon
Dispatched InTransit OutforDelivery Delivered
e

45. 111TipsForeCommereCRO-TheOnlyListYouWillEverNeed www.thecommerceshop.com |hello@thecommerceshop.com45
Customersarebusyindividualsandgivingthemanoptiontoselecttheirdelivery
timeletsthemknowyoucareabouttheirschedule.It’sabigbonuspointforeCom-
mercewebsitesthatarelookingtobuildlong-lastingrelationshipswiththeircus-
tomers.
Tip#65:LetCustomersSelectTheConvenientDelivery
Date/Time
Delayindelivery?It’sperfectlyfine,aslongasyoutellyourcustomersinadvance.
Justhaveoneofyourcustomersupportpersonscallthecustomerandapologize
fortheinconvenience.
Don’tletthemfindaboutthedelayindelivery–You’llneverhearfromthemagain!!
Tip#66:GiveAHeadsUpWhenThereIsADelayIn
ProductDelivery
Tip#67:InsistOnFeedbacksAndReviewsAfterEvery
Delivery
Customersarequitereceptivetofollowupreviewsurveysandfeedbacks.Makeuse
ofthemandinsistonfollowupreviewstobuildupyoursite’scredibility.You’llalso
learnalotabouthowyourcustomerperceivesyourwebsite,servicesandproducts.

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Whencustomerswereasked“Whatdoyoufeelisanimportantelementofgood
customerservice,”52%statedthattheywantedaneasywaytoaccessinformation.
ThismeansmakingfantasticcustomersupportamustforyoureCommerce
business.
IfyouarewonderingwhatcustomersupporthastodowitheCommerceCRO,a
Forresterstudyshowedthat45%ofU.S.shoppersabandontheircartiftheirconcerns
wewerenotsolvedquickly.That’snotall-91%ofcustomerswholeaveawebsitewillnot
visitthesameeCommercesiteafterabadcustomersupportexpedience.
Thus,greatcustomersupportyieldsimprovedCRO!
ProactiveCustomerSupport

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Alivechathelpscustomersconnectwithyouinstantlyfromyourwebsite.By
havinganactivelivechat,younotonlyhelpcustomersresolvetheirgrievances
faster,butalsoprovidetherightplatformtoenhancethetrustandloyaltyneeded
toimproveyoureCommerceCROrate.
Comparedtotheothercustomersupportoptions,73%ofcustomersfeellivechatis
themostefficientone.
“
Feellivechatisthemost
efficientcustomerserviceoption.
73%OfCustomers
Tip#68:LiveChatToAddressCustomer’sConcernsAnd
Issues
ManyeCommercewebsitesareguiltyofthismajorblunder.Evenifyoushowcase
yourcustomersupportnumberprominently,whenyouforgettomentionthework-
inghours:
Ifeitheroftheabovehappens,thenyou’velostthe
potentialcustomerforever.
•Yougiveafalseimpressionthatyoursupportworksaroundtheclock
•Whencustomerstrytoreachyouduringtheofflinehours,thereisnoresponse
Tip#69:DisplayAvailableHoursProminently

48. 111TipsForeCommereCRO-TheOnlyListYouWillEverNeed www.thecommerceshop.com |hello@thecommerceshop.com48
Thisiscloselyrelatedtoourpreviouspoint.YoumusthavestrictCustomerSupport
policiesandgoodinfrastructuretoensurecustomerscanreachyoueffortlessly.
Tip#70:AlwaysAnswerYourCalls
Yourcustomershatetobeonhold.Sometimesit’sinevitable,butensuresomeone
getsbackwithin30seconds.
Asimpleexperimentshowedthata90-secondwaitseemedlike3minutesforusers.
Thismakes‘on-hold’timeprettyimmeasurable,asitcompletelydependsonthe
customer’sperception.So,whenyoudoputyourcustomerson-hold,ensureyou
followtheseguidelines:
Yourcustomerswillappreciatethehonestyandpoliteness,whichaidsintheeasy
transitionfromacasualbuyertoaloyalcustomer.
•Havemultiplelinesornumberstoreachyou
•Haveanautomatedansweringservicethatletscustomersknowthatthe
customersupportexecutivesarebusyandtheywilltendtothemassoonas
possible
•Ensuresomeoneisalwaysavailabletoattendthecall
•Makesureenoughrepresentativesareavailableduringpeakhoursand
duringpeakholidayshoppingseasonduringpeakholidayshoppingseason
•Letthemknowtheexactreasonwhytheyareaskedtowait
•Thankthemfortheirpatiencewhenwaitingonline
•Apologizeifittakestoomuchtime
•Ensureyougetbackwiththeaccurateinformation
Tip#71:Don’tPutCustomersOnHoldForLong–It’sA
DealBreaker
It’simportantthatyourentirecustomersupportteamisarmedwiththerightinfor-
mationtosatisfycustomers.Bycreatingacomprehensivelistofcustomerqueries
alongwiththebestresponses,youcanprovidequicksupporttoyourcustomers.
Tip#72:PrepareAccurateDocumentsAboutCommon
CustomerQuestions

49. 111TipsForeCommereCRO-TheOnlyListYouWillEverNeed www.thecommerceshop.com |hello@thecommerceshop.com49
Mostcustomersreachouttocustomersupportonlywhentheycomeacrossacriti-
calissueonthewebsite.Beingsympatheticisthequickwaytocalmthemdown
instantly.
Eveniftheissue/problemisnotfromyourend,ithelpstoprovideafriendlyearto
theirconcernsandletthemknowexactlyhowyouaregoingtohandlethesitua-
tion.Thefactis,notallcustomersareright,therearequiteafewwhowouldtryto
takeadvantageofgoodcustomersupport.Thekeyistobesympatheticandnot
loseyourcool.
Tip#73:BeSympathicToCustomer’sConcerns
Nothingcanbeworsethanasilentcustomersupport.Assoonasacustomersends
amail,anautomatedresponsebecomesmandatorytoletcustomersknowthat
theirmessagehasreachedyouanditwillbetakencareofassoonaspossible.
Ifcustomer’sdon’tgetaresponse,theyinstantlyperceiveitasaproblemwith‘bad
customersupport’andwillnotreturntothesite,therebyleadingtopoorCRO.
Tip#74:AutomatedEmailResponseToCustomersWho
ContactYou

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Youhaveprobablyreadthisdataamilliontimes,butwecannotemphasizeitenough.
A3+seconddelayinpageloadingtimecausesyourcustomerstoleaveyour
siteandnevertocomeback.
OPTIMIZEYOURPAGELOADINGTIME

51. 111TipsForeCommereCRO-TheOnlyListYouWillEverNeed www.thecommerceshop.com |hello@thecommerceshop.com51
Brokenlinksarebigpagespeedkillers.Whenthepagetriestoloadtheselinks,it
slowsdownyourwebsite.Doaregularauditofyourwebsitetoeliminateany
brokenlinks.
Tip#76:RemoveAnyBrokenLinks
IfyouhaveaneCommercewebsitewithmanyhighresolutionpicturesandinterac-
tiveelements,thenContentDeliveryNetworkisessentialtobringdownyourover-
allpageloadtime.TheCDNhasthesamecontentstoredonmultipleservers,lead-
ingtobettercontentdeliverywhenthepage’sAPIisbeingcalled.
Tip#77:UseContentDeliveryNetworks(CDN)
ResponsivewebsiteshelpyoutohaveaconsistentlygoodUIacrossalldevices.
Therearemanywebsitesthatresorttohavingm.<domainname>.com.Suchmobile
pageshaveaseparatesetofoptimizationtechniques.Toreducetheamountof
timespentonoptimizingforeachplatformanddevice,aresponsivedesignhelps
byprovidingaconstantUXtousers.
Tip#78:BuildAResponsiveSite
Usingahighqualityimageismandatoryforanywebsite.ForeCommerce,it’seven
moreimportantasthecustomerbuyingdecisionstartswiththeimages.High
qualityimagesdon’tnecessarilymeanabigfilesize.Optimizethemby:
•SettingtherightALTtagsforSEO
•Settingtherightdimensionstoensuretheimageisnotdistorted
•Finally,usingtherightphotoeditingtool,youcanbringdownahigh
resolutionimagetolessthan50kb.ThetoolswerecommendarePhotoshop
andFotoFlexer
Tip#75:ImagesShouldBeOptimized

52. 111TipsForeCommereCRO-TheOnlyListYouWillEverNeed www.thecommerceshop.com |hello@thecommerceshop.com52
ComprehensivetestingshouldbefollowedforyoureCommercewebsite.Statistics
statethatcustomersareshoppingmoreonmobiledevices.Evenifyouhaveare-
sponsivewebsite,it’sbestthatyoutestyourwebsiteonmultipledevicesofall
screensizesandmobileOSasyoucatertodifferentcustomers.
Tip#79:ProperUsabilityTestingShouldBeDoneOn
Devicesofallsizes
Userexperienceisanelementthatreflectsyourbrand’svoiceandpersonality.It’s
extremelyimportanttobeconsistentwithhowyouportrayyourbrand.Yourbrand-
ingstrategywillbesuccessfulonlywhencustomersareabletorecognizeitacross
alldevicesandplatforms.Onlybyestablishingabrandforyourself,willyoureCom-
merceCROgetthenecessaryboostitdeserves.
Tip#80:EnsureSameUXIsMaintainedAcrossVarious
DevicesAndPlatforms
Thisisagreattip,asyourcodecanautomaticallysettheimageforthedesired
dimension.Thus,Youwillalwayshaveoptimizedimagesforyourwebsiteonany
device.
Thefollowingcodecanbeusedtosetanimageintheheightandwidthof42
pixels:
<img src="smiley.gif" alt="Smiley face" height="42" width="42">
Tip#81:SetImageDimensionWithinYourSite’sCode
Cachingisagreatwaytoimprove
yourpageloadtimeforrepeatcus-
tomers.Oncethecacheisenabled,
yoursite’scookiesandimagesarestoredintheuser’sbrowserhis-
tory.Thishelpsreducingthepageloadtimewhentheyreturnto
yourwebsite.
ThisgreatlyimprovesyoureCommerceCRObecauserepeatusers
getabetterexperienceandwillconvertmore.
Tip#82:MakeUseOfBrowserCaching

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Tip#83:BePreparedForBigPromotionalOffers

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WithoveramillioneCommercewebsitestryingtocompeteagainstoneanother,
personalizedmarketingwillbethedifferentiatortogiveyouthe
muchneededpush.
PersonalizedMarketing

55. 111TipsForeCommereCRO-TheOnlyListYouWillEverNeed www.thecommerceshop.com |hello@thecommerceshop.com55
AnaverageB2CeCommercestorecouldhaveanywherebetween500to2000
productsandyourcustomersarenotgoingtobrowsethrougheachandeveryone
ofthem.Havingarecommendationcolumnonallpageswithproductspreviously
visitedbythecustomerswillhelpthemrevisititandimprovetheconversionrate
greatly.Whenyoucanfurthercuratetheuser’sbrowsinghistory,therearemore
thanafewthingsyoucanfindaboutyourcustomers,whichcanbeusedtoget
betterconversion.
Tip#84:SuggestionBasedOnUser’sBrowsingHistory
ForanyB2Cportalwithalargemailinglist,newletters/mailersarethebestrevenue
generatingmedium.Imagineifyoucanpersonalizethesenewsletterswiththe
productsofinteresttousers;youareguaranteedtohaveincreasednumberof
clicksandROI.
CCreatingsuchpersonalizedmailersareeasierthanyouthink.Segregateyourusers
basedonthevariouscategoriestheyhavepurchasedfromandsplitthedatabase.
Thishelpsyouinshowcasingtherightproducttotherightaudience.Todothis,we
recommendTargetbay-Agreatpersonalization/segmentationtool.
Tip#85:RegularPromotionsAndNewslettersBasedOn
TheCustomer’sInterest
Amazonhasthe“Recommendationsforyouin…“sectionontheirhomepageand
it’salwaysbasedontheproductsonehaspreviouslypurchased/viewedthrough
them.Thisgreatlyimprovesinteractiononpageascustomerstendtorevisititems
again.
Tip#86:OnTheHomePage,ADedicatedColumnWith
‘BestPicks/RecommendationForYou’Section

56. 111TipsForeCommereCRO-TheOnlyListYouWillEverNeed www.thecommerceshop.com |hello@thecommerceshop.com56
IfyouselleverydayessentialsthroughyoureCommercewebsite,thenarenewal
reminderemailisagreateCommerceCROtechnique.Also,ensuretheseemails
haveaoneclickpurchaselinkrightthroughtheemailandanadditionaldiscount
coupon.Yourcustomersaresuretoappreciateyouforthisthoughtfulgestureand
convertinstantly.
Tip#87:RenewSubscription/OrderReminders
Incentivizingyourcustomerswhohaven’tvisitedyoursiteinawhileisagreatway
togetthemback.Awin-backemailcampaignhelpedMarketingSherpaget8.33%
ofCNET’sdormantusersbacktotheirsite.
Tip#88:APromotionalOfferOrCampaignForUsersWho
Haven’tVisitedYourSiteInAWhile
Thenumbersstatethat70%ofyoureCommercevisitorsarelikelytoconvert
throughretargetingads.Theseadsmakeuseofuser’scookiesanddisplay
productsoftheirinterest.
Tip#89:RetargetingAdsWorkForYou

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Socialmediaisagreatportaltoconnectwithcustomersinreal-time.It’salsoagreat
placewhereyoucaneasilypromoteyourproductsandservicestoprospectivebuyers.
IntelligentUseOfSocialMediA

58. 111TipsForeCommereCRO-TheOnlyListYouWillEverNeed www.thecommerceshop.com |hello@thecommerceshop.com58
Includingsocialshareiconsoneachproductpagehelpscustomerstoeasilyshare
theproductstheylikethroughtheirpersonalsocialprofiles.Thisisthesimplest
waytoreachouttomorenumberofpotentialbuyersthroughoneexistingcustom-
er.
Tip#90:IncludeSocialShareButtonsWithEachProduct
Incentivizecustomerstotalkaboutyouandyourproduct.Runacompetitionfor
videosreviewingoneofyourproducts-Thiswillhelpyougetthedesirablereach
amongyourtargetaudienceandgetyoucustomerreviewstoshowcaseonthesite!
Tip#91:EncourageUsersToTalkAboutYouAndYour
Product
Havinganactivesocialprofileisextremelyimportantandstillranksasoneofthe
bestonlineinfluencers.Tocheckthereputationofyourbrand,yoursocialprofileis
thefirstplaceyourcustomerswilllookat.
Makeuseofyoursocialmediaprofilestoshareyourlatestpromotionsandoffers.
Alsoshareinterestinginformationaboutyourproductsandservicestoincreasethe
numberoffollowers.Facebookisalsoagreatplatformthatletsusersbuyproducts
directly.It’sthebestplacetogeneratemoretargetedtrafficbacktothewebsite.
Tip#92:BuildYourSocialProfile
Socialmediaadsaredesignedtobetargetedandcost-efficient,makingittheper-
fecttoolforonlineentrepreneurs.
Youcanexperimentbyadvertisingatvarioustimesduringthedaytoyourtargetau-
dience.Youwillsoonfindtherighttimetotargetusersthatgeneratemaximumtraf-
ficandconversion.
Tip#93:InvestInSocialMediaAdsToBoostSales

59. 111TipsForeCommereCRO-TheOnlyListYouWillEverNeed www.thecommerceshop.com |hello@thecommerceshop.com59
Anaveragecustomerspends30minutesonlinebrowsingthroughtheirsocial
mediaprofile.Thismakessocialmediatheeasiestplatformforthemtoconnect
withyou.PlentyofcompaniesprovidetwitterandFacebooksupportpagesto
easilyletcustomersinteractwiththem.
TThemajordrawbackisthatthesocialprofilesareanopenplatform,soanyblunder
youmakebecomesevidenttoallyourfollowers.Theruleofthumbisthatyoure-
spondcourteouslytoallyourcustomer’sconcernsandqueries.Ifanycomplaints
areraised,immediatelystartanofflineconversationtomovethecustomercommu-
nicationoutofthepublicforum.
Tip#94:RespondToAllCustomerPostsAndQueries

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Campaignsarethemaindrivingforcethatbringrelevanttraffictoyourwebsite.To
improveyoureCommercewebsite’sCRO,it’simportantthatyoustartrunningtargeted
campaignstobringtherighttraffictoyoursite.
MarketingCampaignAndSeasonal
Promotions

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ForalleCommercewebsites,agoodemaillist
isimportantforrunningasuccessfulmarket-
ingcampaigntoimproveCRO.Signupbonus,
referralbonusandplentyothereasyincen-
tivescanbegiventocustomerstobuildyour
emaillisteffortlessly.EvenasimpleCTAthat
states‘getthebestoffersdeliveredstraightto
yourinbox’willhavebettertractioninbuild-
ingyoureCommerceemaillist.
Havingtherightcontentisimportantforallonlinestores.Sincecustomersdon't
gettotouchandfeeltheproduct,theyresorttobuyingonlinebecausetheyfeel
theycangetagooddealortheydonothavethetimetogotothephysical
store.Whatevermaybethereason,youonlyhaveafewsecondstoimpressyour
prospectivecustomers.
GetcGetcreativeandcrafttherightcontentthathasallthebestelementstocreatethe
necessary‘senseofurgency’andtheproductdescriptionthatmakesthecustomer
feelthatthey‘musthavetheproduct.’TryA/Btestingwithadifferentsetofmessag-
estocheckwhichcontenthasabetterresponseratetoimproveyoureCommerce
CRO.
Tip#96:CraftGreatPromotionalContent
Regularnewsletters/mailersareimportanttobringnecessarytraffictoyourweb-
site.Thetrafficgeneratedthroughthesemailersaremorelikelytoconvert,asthey
aretheopt-incustomerswhoknowaboutyourproductandservices.
Ensureyouremailsarepersonalizedwiththerightcontentandproducttomake
customersconvert.Also,remembernottoflooduserswithemailswithjustyour
products.Thiswillirritatecustomersandmakethemunsubscribe.Ensureyousend
somevaluableinformationtouserstoimproveyouropenrate.
Tip#97:SendOutRegularNewslettersAndMailersWith
ValuableInformation
Tip#95:InvestInBuildingAMassiveEmailList

62. 111TipsForeCommereCRO-TheOnlyListYouWillEverNeed www.thecommerceshop.com |hello@thecommerceshop.com62
CALENDAR
PROM OTIONAL
PLAN
Apromotionalcalendarhelpsplanoutyourcampaignsefficiently.Itshouldcontain
thedatesofalltheimportantdaysandwhichonesyouarelookingtotarget.Once
youhavepinneddownalltheoffersandpromotions,it’seasiertoschedulethe
campaignsinadvancetohaveastructuredmarketingactivity.Also,youcanunder-
standwhichpromotionsandwhichseasonbringsinmoreeCommercesalesand
conversion.
Tip#98:CreateAPromotionalCalendar
Flashsalesaretheonesthatdon’tcomeunder
yourpromotionalcalendar.Thesekindofsales
willrunforaveryshortcourseoftimeand
usuallyattheendofthemonthtoimprovethe
overallROIofthemonth.Thesesaleshavehigh
eCommeeCommerceconversionbecausetheycreatethenecessarysenseofurgency
amongstyourcustomers.
Tip#99:RunFlashSales
Acampaignwithspecificgoals/targetisboundtobringinbetterconversionthan
genericmassivecampaigns.
Let’sassumeyouwanttoruna‘backtoschool’campaign,thenselectonlythe
specificsetofproductsandmarketittotherightaudience(i.estudentsandpar-
ents).ThiswillreduceyourmarketingcostgreatlyandimprovesROIandconver-
sions.
Tip#100:RunTargetedCampaigns

63. SCHEDULEYOURCROAUDITNOW
hello@thecommerceshop.com
Wearegiving
awayFREEauditsto
helpimproveyour
conversions!

64. 17CHAPTER
111TipsForeCommereCRO-TheOnlyListYouWillEverNeed www.thecommerceshop.com |hello@thecommerceshop.com64
Acquiringanewcustomercosts6timesmorethanretainingyourexistingones.
Gainingloyaltyistheonlywaytoimprovecustomerretention,aswellasyour
eCommerceconversionrate.
BuildLoyalty

65. 111TipsForeCommereCRO-TheOnlyListYouWillEverNeed www.thecommerceshop.com |hello@thecommerceshop.com65
Aloyaltyprogramisagreatwaytohelpcustomerskeepcomingback.Such
programsensurethatcustomersarerewardedforshoppingwithyouregularly.A
policywhere’loyalshoppersalwayshaveX%discount’willhelpinbuildingthe
numberofloyalcustomers.
Tip#101:StartALoyaltyProgramAndGetThemIn
Creditsforeachpurchaseisanothergreatwaytokeepbringingincustomers.
Thesecreditscouldfurtherbeusedtobuyproductsfromyourstore.
Tip#102:CreditsForEachPurchase
Ifyounoticethatacustomerhasmademorethanthreetransactionsinamonth,
thankthembysendingamaileralongwithanadditionaldiscountcoupon.Theyare
boundtomakeanothertransactionanddriveupyourconversionrates.
Tip#103:IncentivizeYourRegularShoppers

66. 18CHAPTER
111TipsForeCommereCRO-TheOnlyListYouWillEverNeed www.thecommerceshop.com |hello@thecommerceshop.com66
OptimizingyoureCommerceUXandmarketingcampaignalonewon’tbringthe
necessarytrafficandconversion,otherimportantelementsneedtobeconsidered
forimprovingyoursite’svisibility.
OtherValuablePointers

67. 111TipsForeCommereCRO-TheOnlyListYouWillEverNeed www.thecommerceshop.com |hello@thecommerceshop.com67
TheGoogletrustbadgeeasilyletsshoppersidentifyyourstoreastrustworthyand
onethatprovidesexcellentcustomerservice.Itneverhurtstohavemorenumberof
trustbadgesonyourwebsite,itonlyleadstoimprovedconversionrates.Plus,it’s
freetoenroll.
Tip#104:SignUpWithGoogleTrustedStores
IfyourunaB2Bcompany,especiallysellingmachines,investinproducinghigh
qualityintuitivevideosthathighlightyourproduct’skeyfeatures.Thisgetsyouthe
necessaryvisibilityandrecognitionneededtogetyourproducttotheenduser.
Tip#105:CreateInformativeProductVideos
Usabilitytestingdonebyyourtestersmightbringoutthetechnicalbugs,butto
improvetheusabilityfeatures,testingshouldbedonebyyourtargetaudience.It’s
theirperceptionofthewebsitethatmattersthemost.Youcaneasilydiscoversuch
usabilitybugsandimproveyoureCommercenavigationandfunctionality.
Tip#106:FindYourTargetAudienceToPerformThe
UsabilityTestingOfYourWebsite
Testimonialsandreviewsfromothercustomersaresomeofthetrustenhancing
factorsofawebsite.Findaprominentplaceonyourhomepagetoshowcaseitto
yourusers.Makeuseofsocialmediaalsotoconnectandthankusersfortheirkind
words.Thiswillgetyouthenecessaryattentionandpublicityforyourtestimonials.
Tip#107:ShowcaseTestimonialsAndYourBestReviews
ThemetatitleanddescriptionfieldsareextremelyimportantforSEO,helpingprod-
uctsrankbetterinsearchengineresults.Makesureyoustrategicallyplacethekey-
wordsinboththesefields.
Tip#108:CraftIntuitiveMetaTitleAndDescription
Wishlistsareagreatwaytonotonlygetyourcustomersengaged,butalsotheir
friendsandfamily.Encourageuserstobuildtheirwishlistand,inturn,theirfriends
willhavetobuythroughyourwebsite.
Tip#109:LetCustomersBuildAWishlist

68. 111TipsForeCommereCRO-TheOnlyListYouWillEverNeed www.thecommerceshop.com |hello@thecommerceshop.com68
Oneofthebiggestadvantagesofrunninganonlinebusinessisthatyouhaveall
thenecessarydatarecordedtoaidinyourcontinuousimprovementanalysis.Doa
thoroughanalysisofyoureCommerceprocessandtryconnectingwithyourexist-
ingcustomerstoimproveyourservicebetter.Throughcontinuousimprovement,
youcanfindmoreproductsyoucansellandalsoidentifynewtargetaudiences.If
yoursalesarestagnant,thisisthebestwaytoexpandyourreachandtherebyim-
proveyourconversionrategreatly.
Tip#110:InvestInContinuousImprovement
Runningoutofstockandstoppingthesaleofaproductbecomesinevitableat
somepointoftime.Toavoidlosingcustomers,youcan’tremovethepageasit
wouldhavebeenindexedbysearchengines.
Soensurethatyoumentiontheproductisoutofstockandredirectuserstoa
relevantproduct.Thishelpsthemfindtheproducttheyneedinyourwebsiterather
thanabandoningyoutoshopwithyourcompetitors.
Tip#111:RedirectUsersToRelevantProducts

69. THE
COMMERCESH
O
P
FOCUSED
O
N
GROWINGYO
U
R
REVENUE
. .
We’vebeendevelopingopensourceeCommercesitessince2010.And,golly,havewe
seenalot–Platformscomeandgo,sitesriseandrecedeandideasusedandreused.
Despitethechangingspecificsandtechnologies,we’vestayedtruetoourthreecore
strengthsthatkeepourcustomershappy:Reducingshoppingcartabandonment,
creatingcustomcheckoutprocessesandimprovingeCommerceconversions.
WeDon’tCodeAndLeave-WeDevelopAndHelp!
AboutTheCommerceShop

70. Index
WhyYouShouldBeFocusedOneCommerceCRO?
WhatisCRO?
HowDoYouCalculateTheCROOfYourMagentoWebsite?
HowDoYouCalculateTheCROOfAParticularProduct
OurListOf111eCommerceCROTips
Chapter01:UnderstandYourTargetAudience
Tip#01:ConductSurveys
Tip#02:AskTheRightQuestions
Chapter02:IdentifySourcesToRecruitMoreShoppers
Tip#03:TappingTheSocialPlatform
Tip#04:RequestingYourExistingCustomerBase
Chapter03:HomepageOptimization
Tip#05:CreateYourUniqueBrand
Tip#06:ProvideAPersonalizedTouch
Tip#07:BuildACommunity
Tip#08:MakeSearchVisible
Tip#09:UsefulNavigationBar
Tip#10:IncentivizeNewCustomersToSignUpAndMakeTheirFirstTransaction
Tip#11:LetCustomersKnowHowAndWhenToContactYou
Tip#12:HaveAPromotion?FlauntIt
Tip#13:ShowcaseYourSecurityCertificates
Tip#14:PersonalizeYourHomePageByUsingShopper’sBrowsingHistory
Tip#15:ProvideFreeShippingAndReturnsOnYourHomepage
Tip#16:A/BTestOnTheProductsToDisplayOnYourHomePage
Tip#17:HaveAProminentFAQSection
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04
04
05
05
06
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08
09
09
10
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12
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71. Tip#18:HaveYouBeenCoveredByMedia?IfSo,ShowcaseIt!
Chapter04:OrganizeYourStoreForEasyNavigation
Tip#19:FindTheRightThemeToSetCategories
Tip#20:ProvideVisualNavigationalAssistance
Tip#21:AvoidHavingMultipleCategories,JustForTheSakeOfIt
Tip#22:AnalyzeCustomer’sPreferredCategories
Tip#23:CreateSubcategories
Chapter05:ImproveProductDiscovery
Tip#24:InterlinkCategoryFields
Tip#25:CreateAppropriateTagsAndMakeThemSearchFriendly
Tip#26:UnderstandYourCustomers’NavigationalPatternsToSetUpAn
OptimizedStore
Tip#27:AuditYourEntireSiteToCheckIfEachProductIsUnderTheRight
Parent-AndSubcategory
Chapter06:SearchBoxOptimization
Tip#28:PredictiveSearchEngines
Tip#29:AdvancedSearchEngines
Tip#30:MakeThe‘NoResultsFound’PageWorkForYou
Tip#31:ForMobileBrowsers,MakeYourSearchBoxProminent
Chapter07:ProductPageOptimization
Tip#32:HighQualityProductPhotography
Tip#33:ImagesShouldZoomToGiveALifeLikeVisualization
Tip#34:ListAllAvailableColorsOfTheProduct
Tip#35:IncludeProductVideos
Tip#36:VisualAndPracticalSizeGuide
Tip#37:ProminentDisplayOfProductPricing
Tip#38:ProductDescriptionThatMakesTheBuyerGo‘WOW’
Tip#39:ProductTitleThatIsNotOnlySearchFriendly,ButUserFriendly
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2020
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72. Tip#40:ProvideAnOptionToDisplayDeliveryDateOnPage
Tip#41:DisplayProductReviewsAndRating
Chapter08:IncorporateASenseOfUrgency
Tip#42:WhenProductsAreOnSale–DisplayTheBeforeAndAfterPrice
Tip#49:LimitedStock/OfferEndingSoon
Chapter09:PromoteCrossSellingAndUpselling
Tip#44:RecommendedProductListing
Tip#45:ListingSimilarProducts
Tip#46:StyleGuideAndTips
Tip#47:CompleteTheLook
Chapter10:ProvideEasyCheckOutOptions
Tip#48:OneClickCheckoutOption
Tip#49:AQuickViewCart
Tip#50:PersistentShoppingCart–NeverLetGo
Tip#51:ProvideGuestCheckoutOption
Tip#52:APredictableCheckoutProcess
Tip#53:LetThemEditTheCartOrContinueShopping
Tip#54:NoLastMinuteSurprisesInPricing
Tip#55:ProvideMultiplePaymentOptions
Tip#56:FreeCashOnDeliveryOption
Tip#57:Don’tMandateUnnecessaryDataFields
Tip#58:AutomaticallyPre-FillCity&StateFieldAsSoonAsTheUserEntersAZipCode
Tip#59:LimitTheNavigationAndExitPointsOnTheCheckoutPage
Tip#60:AvoidPopUpsDuringTheCheckout
Tip#61:HaveSecurityTrustBadgesProminentlyOnThePaymentPage
Chapter11:TransparencyInShipping/DeliveryProcess
Tip#62:AutomatedEmailResponseOnceCustomersPlaceTheirOrder
Tip#63:GiveAccurateDeliveryTimeline
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73. Tip#64:LetCustomersTrackTheirOrderThoughYourWebSite
Tip#65:LetCustomersSelectTheConvenientDeliveryDate/Time
Tip#66:GiveAHeadsUpWhenThereIsADelayInProductDelivery
Tip#67:InsistOnFeedbacksAndReviewsAfterEveryDelivery
Chapter12:ProactiveCustomerSupport
Tip#68:LiveChatToAddressCustomer’sConcernsAndIssues
Tip#69:DisplayAvailableHoursProminently
Tip#70:AlwaysAnswerYourCalls
Tip#71:Don’tPutCustomersOnHoldForLong–It’sADealBreaker
Tip#72:PrepareAccurateDocumentsAboutCommonCustomerQuestions
Tip#73:BeSympathicToCustomer’sConcerns
Tip#74:AutomatedEmailResponseToCustomersWhoContactYou
Chapter13:OptimizeYourPageLoadingTime
Tip#75:Imagesshouldbeoptimized
Tip#76:RemoveAnyBrokenLinks
Tip#77:UseContentDeliveryNetworks(CDN)
Tip#78:BuildAResponsiveSite
Tip#79:Properusabilitytestingshouldbedoneondevicesofallsizes
Tip#80:EnsureSameUXIsMaintainedAcrossVariousDevicesAndPlatforms
Tip#81:SetImageDimensionWithinYourSite’sCode
Tip#82:MakeUseOfBrowserCaching
Tip#83:BePreparedForBigPromotionalOffers
Chapter14:PersonalizedMarketing
Tip#84:SuggestionBasedOnUser’sBrowsingHistory
Tip#85:RegularPromotionsAndNewslettersBasedOnTheCustomer’sInterest
Tip#86:OnTheHomePage,ADedicatedColumnWith‘BestPicks/
RecommendationForYou’Section
Tip#87:RenewSubscription/OrderReminders
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74. Tip#88:APromotionalOfferOrCampaignForUsersWhoHaven’tVisitedYourSite
InAWhile
Tip#89:RetargetingAdsWorkForYou
Chapter15:IntelligentUseOfSocialMedia
Tip#90:IncludeSocialShareButtonsWithEachProduct
Tip#91:EncourageUsersToTalkAboutYouAndYourProduct
Tip#92:BuildYourSocialProfile
Tip#93:InvestInSocialMediaAdsToBoostSales
Tip#94:RespondToAllCustomerPostsAndQueries
Chapter16:MarketingCampaignAndSeasonalPromotions
Tip#95:InvestInBuildingAMassiveEmailList
Tip#96:CraftGreatPromotionalContent
Tip#97:SendOutRegularNewslettersAndMailersWithValuableInformation
Tip#98:CreateAPromotionalCalendar
Tip#99:RunFlashSales
Tip#100:RunTargetedCampaigns
Chapter17:BuildLoyalty
Tip#101:StartALoyaltyProgramAndGetThemIn
Tip#102:CreditsForEachPurchase
Tip#103:IncentivizeYourRegularShoppers
Chapter18:OtherValuablePointers
Tip#104:SignUpWithGoogleTrustedStores
Tip#105:CreateInformativeProductVideos
Tip#106:FindYourTargetAudienceToPerformTheUsabilityTestingOfYour
Website
Tip#107:ShowcaseTestimonialsAndYourBestReviews
Tip#108:CraftIntuitiveMetaTitleAndDescription
Tip#109:LetCustomersBuildAWishlist
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75. Tip#110:InvestInContinuousImprovement
Tip#111:RedirectUsersToRelevantProducts
68
68

76. THE
COMMERCESH
O
P
FOCUSED
O
N
GROWINGYO
U
R
REVENUE
. .
Atlanta,Georgia
3400PeachtreeRoad,NESuite939,Atlanta,GA30326
Phone:(404)788-6332
Email:contactus@innoppl.com
LosAngeles,California
9415CulverBlvd,CulverCity,CA90232
Phone:(310)279-6584
Email:contactus@innoppl.com
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