8 Tactics of High Converting Ecommerce Sites

If you're looking for a New Year's resolution, how about sharpening your CRO skills (conversion rate optimization)? Rich Page, author of Website Optimization: An Hour A Day has a new 31-day CRO video course, and is offering Get Elastic readers a $50 discount (use code CROelastic50 in checkout).

I asked Rich to share with us 8 of his favorite CRO tactics for ecommerce sites with examples. Enjoy!

Visible unique value proposition

AO.com shows it unique value proposition elements in the website header so it's visible on every page the visitor sees.

Uncluttered home page

Best Buy's home page is shorter and uncluttered, focused on solving visitors' main use cases and navigation.

Showing product in context

Modcloth's product page adheres to many best practices, notably images that show the product in context (on mannequin vs. flat) and video on a person.

Clear and usable filtered navigation

Backcountry's filtered nav is appropriate to the ways customers want to shop. It's easy for visitors to filter by common attributes, including brand search and icons at the top. And filters appropriately vary by category.

Bold call-to-action

GlassesUSA uses an incentive popup to offer first time visitors a coupon in exchange for an email opt-in.

Cart cross-sell

Cross-selling on product pages could hurt your conversion rates, but after the add-to-cart, showing cross-sells appropriately can give a customer reason to keep building the basket. Northern Tool's suggestions are relevant (top accessories), without being too salesy (with clear add-to-cart calls to action).

Storytelling

Yellowleafhammocks uses its About page to tell a story and build a strong relationship with visitors.

Triggered email

Proflowers' is a strong example of a shopping cart abandonment email, showing a discount and a small set of alternative recommendations.

For check out Rich's 31 day conversion optimization course on Udemy, and don't forget your coupon code: CROelastic50