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Avoid full-page popups

According to research by Hubspot, 73% of mobile users are annoyed by full screen pop-ups. But we didn’t need research to tell us that. You hate pop-ups, I hate pop-ups, and everyone I know hates pop-ups. Even Google hates pop-ups and will penalize you severely in search rankings if your site is notorious for intrusive […]



Help visitors choose the right product

Are you helping your shoppers choose? Getting users to your site isn’t helpful if they end up buying nothing. A wide selection of products is nice but there is something like having too many choices, counterintuitive as it may sound.) A famous field study was conducted on this very phenomena. Two tables with jam samples […]



Add user-generated content (UGC)

Having UGC 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, […]



Localize your store

It should be localized to your users’… country currency language units   Some Shopify apps There are some apps to help with customizing the experience based on their country.   Automatic redirect:   Shopify guide:   And you can look through the shopify apps yourself:   Country selection screen If the […]



Add a Live Chat to quickly answer your visitors’ questions

Shoppers need help 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 5 min. To be more precise: 31% of shoppers expect an immediate response […]



Add a chatbot to your Live Chat to give immediate responses 24/7

Shoppers expect a quick response 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.   It’s […]



Add a Wishlist feature to your store

No account wall While about 60% of stores require an account to save a product to the wishlist, account walls are highly disliked by users. The wishlist feature should be usable by guest users (without having to log in). I’d recommend clarifying that users don’t have to create an account to add an item to […]



Support cross-device shopping

Logged in users If they’re logged in, their experience should be seamless regardless of the device.   Guest users If they’re an anonymous user, they should be able to continue on another device by emailing their cart or saving it for later. See best practice #202 in regards to the ability to save their cart.



Avoid breaking Back button expectations

Perceived as a new page by users The actions below are seen by users as being a new page. And thus clicking the Back button should go back to the previous state. Opening an overlay & lightbox (the back button should close it) Filtering & sorting (the back button should go back to the previous […]


Link to all depicted products in inspirational images

There isn’t much of a point to show inspiration images without links to the products they contain.   + buttons or a text link 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 […]


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” means… in your brand store, at the post office at the UPS  location (or a similar carrier),     Free and noticeable It should obviously be free. Present […]


Optimize your website’s loading speed

Performance and conversion are inextricably connected   Slow pages cause abandonments 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. […]


Have an About Us page, share your story

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


Optimize your store for mobile

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 […]


Offer free shipping or free shipping above a threshold

Extra costs cause abandonments Extra costs too high (shipping, tax, fees) is the #1 reason for cart abandonment, according to Baymard (source)   Free shipping 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! For more information on […]


Analyse your shoppers’ behavior

User behavior tools 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.


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 […]


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)  


Choose brand colors and a style that attract your desired audience

Store personality Choose a font that fits your company’s personality, such as ‘serious’ or fun’ Color increases brand recognition. (source)     Other thoughts 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.  


Give navigation options on your 404 page

An opportunity to help Turn a potentially bad experience into an opportunity for branding and forwarding the customer to what they’re looking for. This can be done similarly to how you present your main categories in the homepage’s categories section.


Offer and promote a generous refund policy

Free returns Allowing your shoppers to return for free the products they bought builds trust with them. It lowers their fear of making the wrong purchase, as they know that they can easily return them if needed, at no cost. People starting out often think that a strict and challenging returns policy will discourage returns. […]