1. © 2013 Bigcommerce Pty. Ltd.

2. Store Design
Make sure your site is product-focused
and easy to navigate

3. Use a clean, uncluttered layout
- Showcase your brand in a modern
way
- “Busy” websites don’t
convert well

4. Images should put the
focus on your products
• 67% of consumers rated image
quality as “very important”
• Highest quality default image you
can get
• Multiple images, multiple angles
• Show product in use when
possible

5. Customer Case Study
BicyclesOnline
Big, beautiful images showcase
their products.

6. Use detailed product names
- Always use the brand in the name
- Include descriptive keywords for
better SEO results
- Use the product name in the
URL, heading and breadcrumb — an
SEO must

7. Write killer product descriptions
• Don’t copy/paste standard descriptions
• Unique, detailed descriptions = better SEO
• List key features in bullets for easy scanning
• Provide both a summary and full description

8. Add videos to improve SEO and conversion
- 53 times more likely to get a front-
page Google result, 41% higher
click-through
- Visitors stay on site 9% longer, are
65% more likely to buy
- Show products in use, close-ups to
highlight features

9. Include trustmarks to increase
buyer confidence
• Add trusted logos from credit card
companies, VeriSign, TRUSTe, Better
Business Bureau, etc Unique, detailed
descriptions = better SEO
• Familiar trustmarks increase sales by up
to 36%
• Highlight fair trade and cause marketing
if applicable

10. Feature product reviews
- 4.6% increase in conversion, 18%
increase in sales
- Show both sides of the story:
shoppers who read bad reviews
convert 67% more

11. Allow social sharing
• 50% of consumers use social media to share
product reviews
• 68% read product reviews on social networks
• Adding social sharing also helps increase
awareness

12. Highlight products and
promotions with banners
- Show your customers what’s popular
and relevant
- Link to product pages or apply
discounts on click

13. Purchase and Checkout Flows
Remove the common barriers
to buying.
© 2013 Bigcommerce Pty. Ltd.

14. © 2013 Bigcommerce Pty. Ltd.
Perform a purchase audit
- How many steps does it take to make a purchase?
- Who does the work: you or your customers?

15. Important metrics to review
• Bounces
• Click mapping
• Average items per cart
• Frequency of purchase
• Abandonment rates
© 2013 Bigcommerce Pty. Ltd.

16. Follow these best practices
- Limit checkout to 6 steps or less
- Offer 1-step checkout if possible
- Don’t ask for information twice

17. Continue to close the
sale through checkout
- Just because they made it to
checkout doesn’t mean they’ll buy
- Add a brief product description to
checkout or make one easily
accessible

18. Reasons customers don’t complete a purchase
• Set up14%: No guest checkout option
- Offer guest checkout, ask to sign up after first purchase
• 12%: Worried about providing too much information
- Highlight privacy policy
• 11%: Checkout process takes too long
- Shorten checkout, compare process to competitors
• 7%: Not enough payment options
- Add more options to increase sales

19. Customer Case Study:
Bump My Lock
Increased sales by adding
multiple ways to pay

20. Don’t let shipping scare off customers
• Simplify and clarify your shipping options
• Never hide shipping costs — make the final price final
• Offer in-store pickup: 31% of shoppers picked up locally
given the option, 27% of those made additional
purchases

21. Abandoned Cart Saver
Bring back visitors who left your
Store before buying
© 2013 Bigcommerce Pty. Ltd.

22. More than 70% of
all shopping carts
are abandoned
But 75% of abandoners
still intend to buy

23. Use an automated abandoned cart saver
- Recover an average of 15% of lost sales
- Emails are automatically sent to shoppers
who add to cart then don’t buy

24. Customer Case Study:
Night-Gear
“In the last month
alone, we recovered over
$8,000 in sales we would
otherwise have lost.”

25. Customize your message to
win shoppers back
• Offer limited-time discount
• Offer free shipping to counteract biggest abandonment
factor — shipping costs
• Include images of the abandoned products
© 2013 Bigcommerce Pty. Ltd.

26. Limit abuse of discounts
- Don’t always offer discounts: sometimes a
reminder is enough
- Foil discount seekers by setting rules to vary
discount triggers

27. Conversion Checklist
 Make sure your design is clean and modern
 Use big, high quality product images
 Write detailed product names and descriptions
 Include videos and trustmarks
 Feature product reviews and social sharing
 Perform a purchase audit
 Make it easy as possible to buy from your site
 Be clear on shipping costs
 Use an abandoned cart saver

28. Start improving your conversion today!
Bigcommerce has all the tools you need
to improve conversion built right in.
Try it free at bigcommerce.com/XXXXX
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