#26) On mobile, avoid full-page popups that interrupt the shopping experience

Make sure they take no more than 15% of the screen, and are easy to dismiss. Actually, Google now penalizes intrusive popups on mobile, and so it is recommended to keep them to maximum 15% of the screen, and make them easy to dismiss. To be more precise, read Google’s original announcement about it. So there are some cases where large popups on mobile are still ...

#29) Help visitors choose the right product

Are you helping your shoppers choose between your various product options (in the category page)?   Listed below are some ways to do so: Product ratings One or some featured products (your best sellers, or recommended products) at the top of the category page A guide, questionnaire, or wizard to recommend the right product for them based on their responses to a ...

#33) Add user-generated content (UGC)

Having UGC (user-generated content) is a must. And the more “genuine” the better – meaning real photos from your customers, not just official photos.     Over half (51%) of Americans trust UGC more than other information on a company website (16%) or news articles about the company (14%) when looking for information about a brand, produ...

#34) Localize your store to the visitor’s country and currency by default

There are some apps to help with this: Automatic redirect: https://apps.shopify.com/geolocation-redirect ttps://apps.shopify.com/geoip-country-redirect Shopify guide: https://www.shopify.ca/blog/shopify-store-multiple-countries And you can look through the shopify apps: https://apps.shopify.com/search?q=country   If the shopper’s country isn’t o...

#39) Add a Live Chat to quickly answer your visitors’ questions

A study by Econsultancy from 2013 of 5,700+ online consumers revealed that 83% of online shoppers need support to complete a purchase.  They also found that 31% of shoppers expect an immediate response, and 40% expect a response within 40%.  31% immediately 40% within 5 min 11% within 30 min 5% within an hour 10% within a day 1% within a week 2% as long as ...

#40) Add a chatbot to your Live Chat to give immediate responses 24/7, and product guidance

As mentioned in best practice #39, your shoppers expect a quick response when they need help. 31% of people surveyed in the study expected an immediate response. A chatbot provides an instant response, and thus gives additional time for a human service agent to jump in if needed.   Here’s an interesting study about chatbots by Drift, Salesforce and a couple...

#65) Add urgency elements and feature sales on homepage

The decision to offer sales depends on your industry and brand. Too many sales and discounts can devalue your brand. Urgency elements include limited quantity, limited time, and contextual offers.

#90) Support cross-device shopping

Users should be able to continue on another device by emailing their cart or saving it for later.

#97) Avoid breaking Back button expectations

Consider these four elements as “new pages”, so that clicking the Back button will behave as expected: Overlays & lightboxes (Back button closes it) Filtering and sorting (Back button goes back to the previous filtering or sorting values) Multi-step checkouts (Back button goes back to the previous step) AJAX pagination (Back button goes back to the previous p...

#100) Link to all depicted products in inspirational images

I don’t see much of a point to show inspiration images without links to the products they contain. Add ‘+’ buttons on inspirational product images which open an overlay dialog with more details on the product selected. If the image only showcases one product, a text link underneath it is sufficient. An app such as this one (if you’re on Shopify) might ...

#134) Offer the possibility to return products in-store, in addition to a return-by-mail option

According to Baymard, about 20% of users prefer returning a product directly to the store or a physical location. “In-store” can be in your brand store, at the post  office and/or at the UPS  location, and it should obviously be free. Present that option visually equally to the mail option.

#146) Optimize your website performance (loading speed)

Performance and conversion are inextricably connected.   According to Unbounce, 1 out of 5 shoppers will abandon their loaded shopping cart if they perceive the pages as being too slow. (source)   According to AnnexCloud, a slow website can increase abandonment by 75%, and loyalty drops 50% when your site is slow. (source)   AliExpress shar...

#147) Have an About Us page, share your story

Share your story, make it personal Add photos and video Highlight your team, with photos Talk about your charity initiatives Use visual hierarchy and supportive images to help your users consume the information. If you have a lot of About content, have an overview page with links or buttons to sub-pages.

#148) Optimize your store for mobile (or create a separate mobile experience)

A few stats about mobile ecommerce: According to Shopify, mobile traffic now accounts for 50% of visits, and about 35% of purchases. During the 2018 holiday season, about a third of online purchases came from smartphone users. On Black Friday, with 6.2 billion in online revenue, 40% of sales came via a mobile device. During Cyber Monday (7.9 billion), 54% of visitors...

#153) Offer free shipping or free shipping above a threshold

Extra costs too high (shipping, tax, fees) is the #1 reason for cart abandonment, according to Baymard (source) If your shipping is not free, you could offer something like this: If you don’t get your product in 24 hours, we’ll pay for the shipping!

#154) Speak to your customers

If you can, get as many of your customers as you can on a phone call or even better a video call. Ask them a few questions to get insightful feedback on your store.   Below are some questions I asked to several customers in one of my last audits: How did you end up on the COMPANY? Google search? Recommended by a friend? What other options did you have as altern...

#155) Analyse your shoppers’ behavior

With a tool like Hotjar, Lucky Orange, Full Story, look at recordings of user sessions and uncover usability issues. These issues are likely lowering your conversions.

#156) Auto-apply discount codes or at least keep them handy

If your store has a promotion with a discount code, why not show the code at the top so that they have it handy when they end up in the checkout? Even better, if possible for your store, auto-apply the discount code in the checkout once they opted in for it somewhere on the site.

#163) Answer customer questions quickly

Customers are impatient. Aim to answer questions in 10 minutes or less.  Ideally in seconds (for the first message at least), depending on the channel. Live Chat should be more responsive than email and phone.. (Source)   (Source)  

#174) Choose brand colors and style that attract your desired audience

Choose a font that fits your company’s personality, such as “serious” or fun” Color increases brand recognition. (source)     Some other thoughts on this topic: Make it legible and memorable Incorporate the domain name and store name which should be the same Keep it simple, avoid photography and 3D graphics.

#175) Give navigation options on your 404 page

Similarly to how you present your main categories in the homepage’s categories section. Turn a potentially bad experience into an opportunity for branding and forwarding the customer to what they’re looking for.