Improving The Conversion Rate of Your eCommerce Website - A Checklist

Posted 3 years ago by Vitalii Semenov

10 Minute(s) to read

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Conversion Rate Optimisation is undoubtedly one of the most important metrics among your website KPI's. Essentially, Conversion Rate Optimisation refers to the strategic practise of increasing the percentage of website visitors, who convert into paying customers. However, we're sure you already are having difficulty attracting website visitors, which would only get more compounded when you throw budget and Return On Investment (ROI) into the mix!

Let's face it, there is nothing worse ( ok, that might be a slight exaggeration, but for the sake of this article lets just go with it ) than making changes to your website with Conversion Rate Optimisation in mind, only to discover an ever increasing bounce rate when checking your analytics reports. If only someone had compiled a checklist of proven tactics that can be implemented to increase conversion rate on your website!

Oh wait... We have. Go us!


1. Is your point of difference clear?

Imagine that you set up a lemonade stand in a street that was already filled to the brim with stalls, that were selling the same product. What would you be doing to communicate to potential prospects that your stall wasn't just any old lemonade stand? but in fact, a worthwhile business with a unique offering. In other words what sets your stall apart from old mate Carl's across the road?

Are your lemons of a special calibre? or maybe grown in a fancy lemon growing region? Are you most experienced on the street when it comes to producing lemonade on the street? Are you the most efficient at making lemonade without the expense of quality? But most of all, are you communicating this to your potential prospects? This is what we call within the marketing industry "a unique selling proposition" (USP), and understanding yours can make all the difference to your marketing initiatives (lemonade stand or not!).

How to communicate your point of difference:

  • Having a slogan close to the logo, above or under, which briefly describes the website or unique selling proposition
  • The website has all the required business certificates, licenses and warranty documents ready and available for customer view.
  • The competitors price analysis has been made.
  • If the price is higher than the average price on the market, that price difference is explained in unique selling proposition

2. Is important information on your website, readily available and easily accessible?

Have you ever visited a site that seems like it has a lot to offer... but trying to find the information your after is genuinely painful? A poor website structure can be a big contributor to that rising bounce rate.

Information to ensure is readily available:

  • There is a free Australia-wide phone number among the other contact phone numbers. E.g: 1-800 - XXX - XXX
  • The website has a page with Finance information
  • The homepage contains a link to the 'SALE' page or information.
  • The homepage contains a link to the 'DEAL' page or information.
  • The website has the 'FAQ' page.


  • Delivery conditions are explained and described thoroughly including methods, terms and cost.
  • There is an option for Free Delivery on the website.
  • Links to the delivery page are visible and exist on each page.


  • The Product images are sharp and enlarging by clicking or hovering on them.
  • The Photos pop-up without opening a new page or tab.

Testimonials and reviews

  • There are Features encouraging users to write reviews after making the purchase are set up as a trigger emails.
  • The Reviews related only to the promoted websites, and are not copy-pasted from the other websites.


  • There is a page with a warranty and refunding conditions on the website.
  • The product page has an information regarding warranty and refund conditions.

About us

  • The homepage contains brief information about the history of the company or the website has the separate ‘About Us' page.
  • The 'About Us' page contains unique selling proposition or strengths of the company.
  • Page contains ratings of the independent expert or organisations.
  • On the page or on a separate page, there are real testimonials of the real customers are published.
  • On the page or on a separate page, there are awards and press releases published.


  • Trigger mail merge is set up for the the user with left cart.
  • Trigger mail merge is set up for the the user with seen products.



  • When the product is added, the cart is changing and the message about adding a product to the cart appearing.
  • 'Add to cart' button is changing colour or highlighted by hovering or clicking on it.
  • 'Cart' is located in the most common place - right-top part of the screen.

It is good when the user see how many goods in the cart and the total sum of the cart. It is important that the cart should not cache

Contact Us and Feedback

  • The website has an online-chat and it`s activation time 19% less than the average session time.
  • There is a button or a form for a call-back.
  • On each page of the website (except check-out pages), there is an option for quick contact with a manager, phone number / messenger, open hours, online-chat
  • User area recognition is used, for replacing regional phone numbers and delivery conditions


  • There is User testing performed to check the process. As well as somebody asking before going live.

General Notes

  • Feature for sorting the list of products by popularity, price and alphabetically exists.
  • Inventory page contains button ‘Buy’ or ‘Add to cart’, which adds the product straight to the cart without opening a product page.
  • Images on the inventory page should have links to the product pages, and these links should be clickable.
  • 'Search' field is on the first screen of the website. It is noticeable within 3 seconds and it has a button ‘search’.

Reviews and Recommendations

  • The Product Page has an upsell block with relevant products for the chosen product.
  • The Product Page has a block with the same products for the chosen product.
  • The Product Page has a block with seen products.
  • If appropriate the product page should have ready-made kits.
  • The Cart page has recommended goods. Eg "Users who purchased this item, also purchased these others".
  • Top selling products on the category page.


  • Listings have brief descriptions and product features.
  • If the products are not available, they are in the bottom of the list in any kind of sorting

Brief product descriptions help users to compare the goods and increase the amount of useful information on the page which certainly improve the relevance of the page to the search query.

Product page

  • The first screen of the product page has a product title, image, price, ‘Buy’ button, main features.
  • If the product page is longer than 1 screen, then CTA button duplicated or stick to the window.
  • Detailed Information divided into blocks (tabs) which have separate anchor link:
  • Description.
  • Specification.
  • Reviews and etc.
  • Product page has Delivery Conditions.
  • Product page has a quick order button.
  • Availability is shown (e.g. Available | Not available | PreOrder).
  • “Notify when available” feature.
  • “Only # Item left” Feature if less then 10 items.
  • There is an option to add the product to a 'wishlist'.
  • It is possible to buy the product using Finance (If applicable).
  • Product page has Comparison Feature.
  • Can Set up an alert for “Price Changed”.
  • For some products, it is possible to choose the size, colour, shape of the packaging (If applicable).
  • “The product is ending” label exists.

Search Results Page

  • 'No Results' Search Page contains useful links to other blocks of the website, eg SALE.
  • “Smart search” and “search suggestion” features are implemented.

When a visitor searches for information on the website and sees the inscription "No results" on a blank page, there is a high chance they will most likely, leave the website. If this occurs often, it will lead to the worsening of user behavioural ranking for the website. To keep the user on the website, you need to make an attractive and strategically designed "No results" page. This page should provide useful links and blocks of popular or promotional products. It is also necessary to propose suitable recommendations for the requested goods or category based on the user visiting the site. This will allow your visitor to navigate to a specific product or category without making unnecessary actions.

The fact that the search offers not only the goods (as in the previous example) but also versions of the query (in the image below):

Checkout Pages


  • The cart contains detailed information about the ordered products:
    • image;
    • name;
    • price;
    • discount (if any);
    • quantity.
  • The storage time of the cart is at least one month.
  • There is a button to remove the item from the cart.
  • It is possible to change the quantity by clicking the buttons or inputing with a keyboard.
  • There is the option to enter a promotional code in the cart
  • Each basket is assigned with a unique ID. This ID the user can say to the the sop`s personal to clarify the details of your order.
  • Button to move to the next step of ordering is visually highlighted, and the ‘reset’ or ‘back’ button is always to the left, and it's gray or pale color.


  • Registration and authorization feature is implemented via using the major social networks.
  • The user is registered in a background After the successful order completion and if the user was not registered before.
  • After registration the user authorizes automatically and proceeds to checkout.
  • During checkout, the visitor is invited to subscribe to news and promotions.

Check-out page

  • The page with your order list has the final price with all surcharges, discounts and shipping costs.
  • Selected items and their cost are visible on all pages of the checkout process.
  • There are no more than three steps in the checkout process.
  • The order form automatically populates the user's data that is already presented in the database
  • All links on the order page open in a new window or a new tab.
  • There are no blocks of recommendations, banners, videos and news on the checkout pages.
  • It is possible to return to the previous step to change the order or data.


  • Shows the list and a map with the pickup warehouses on.
  • Shipping cost specified while selecting the 'shipping method'.
  • Estimates delivery date or date range for the products
  • Displays the average delivery time of goods in the user`s area.

Payment Methods

  • Payment Methods are listed in descending order of popularity and divided into groups.
  • For the each 'payment method' the commission rate is specified and is shown.
  • It is possible to leave the payment page and come back to the website without making payments.
  • Payment page provides information about the safety of the payments fulfilment.
  • If the payment failed to process, an error message received and alternative payment options suggested.

Order Confirmation Page

  • The order confirmation page shows the complete purchase information:
    • Product name;
    • Quantity;
    • Price;
    • Delivery cost;
    • Delivery method;
    • Payment system commission;
    • Contact information of the recipient.
  • On the order confirmation page the order number is displayed, what is the next step the buyer to expect?, will there will be a contact from the manager?.
  • When buying an electronic product, is it described how it can be downloaded / received.

Thank You Page

  • After the purchase process is completed, additional products are offered to the buyer.
  • Full information regarding the order is duplicated in the message to the customer's electronic mailbox.
  • The order confirmation email contains a complete list of products, their cost, links to these products on the site, the total amount of the order, the discount (if applicable) and, the final cost of the order.
  • It is possible to repost the website on social networks or "Recommend to friends."

A poor website structure can be a big contributor to that rising bounce rate.

Customer Experience

  • Is the product what you said it would be, be truthful
  • Be honest about the delivery time

Of cause implementing all these mentioned above points will not guarantee, that your online business will get prominent results in sales immediately. However it will definitely change user behaviour on the website and improve its conversion rate in compliance with basic marketing and business management rules.

Do you need assistance in producing e-commerce websites that ensure the above boxes are checked? let Internetrix and our expert team bring your website to the next level and start helping your conversion rates now. Find out more here.

Do you know more tips and tricks? Please share it with us in comments.