The document discusses 5 tactics to reduce barriers to conversion for online shoppers: 1) optimize product search, 2) include ratings and reviews, 3) implement social sign-in, 4) make checkout forms simple, and 5) increase payment options. It provides reasons and suggestions for how to implement each tactic to improve the shopping experience and increase conversions. The overall goal is to remove friction from the shopping process by addressing common barriers that lead to cart abandonment.

1. Tactics To Reduce
Barriers to Conversion

2. Welcome!
5 Tactics to Reduce Barriers to
Conversion
Sean Cook, CEO of ShopVisible
2

3. Tactic 1
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4. Optimize Product Search
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5. Why?
• 66% of shoppers begin product
research online.
• For those shoppers who begin
product research via Google,
37% move on to a retail hub.
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6. 6

7. How?
• If on a commerce platform:
• Single product found redirect - take searchers directly to the
product page.
• Enhanced product weighting – put most searched for items on top.
• If using an in-house solution:
• Talk to specialized solution vendors.
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8. 8

9. Tactic 2
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10. Include Ratings & Reviews
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11. Why?
• Approximately 50% of U.S. Online Shoppers use
ratings and reviews to inform purchasing decisions
monthly.
• Shopper-generated content helps improve product
pages, credibility and SEO.
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12. How?
• Offer shoppers incentives
for posting reviews.
• Create review categories
to make them more
accurate and helpful.
• Display reviews
prominently on the product
page.
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13. Tactic 3
13

14. Implement Social Sign-In
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15. Why?
Barriers annoy
consumers and lead to
cart abandonment.
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16. 66% of consumers
prefer to use an
existing account rather
than create a new one.
- Blue Research
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17. What does this mean to you?
• Average page views increase 150%
by shopper logins via social
credentials.
- Gigya
• Conversion rates increase 10-50% 1.46 BILLION
USERS
for marketers using social sign-in.
- Janrain
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18. How?
• If on a commerce platform:
• Implement their native functionality, if available.
• Leverage partnerships they have with vendors.
• If using an in-house solution:
• Talk to specialized solution vendors.
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19. Tactic 4
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20. Make The Checkout Form Simple
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21. Why?
Average cart
65% abandonment rates
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22. How?
• Eliminate unnecessary elements – don’t take the
shopper out of checkout.
• Keep the shopper on a clear checkout path and
provide confirmation along the way.
• Visually highlight payment icons and trust badges.
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25. Tactic 5
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26. Increase Payment Options
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27. Why?
• Speed. Reduce friction to make checkout fast.
• Convenience. Make shopping easy and enjoyable.
• Flexibility. Give shoppers options on how to pay.
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28. ShopVisible Study : Alternative Payments
Web-Only Transactions
• 62% Credit Card
• 38% Alternative Payment
o 17% PayPal
o 13% Amazon
o 8% Google Checkout
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29. ShopVisible Study : Alternative Payments
Mobile Transactions
• 78% Alternative Payment
o 46% PayPal
o 32% Amazon Payments
• 22% Credit Card
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30. CHECKOUT
Align Options To User Experience
Our study showed mobile users preferred “single click”
alternative payment options on mobile devices.
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31. How?
• If on a commerce platform:
• Talk to your provider about enabling the functionality of
your site(s).
• If using an in-house solution:
• Contact alternative payment providers directly.
• Their directions take you through implementation.
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32. Thank You!
Sean Cook
CEO
www.shopvisible.com
@ShopVisible