{"id":12545,"date":"2025-03-13T13:46:29","date_gmt":"2025-03-13T13:46:29","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2025\/03\/13\/9-ecommerce-website-optimization-tactics-expert-insights\/"},"modified":"2025-03-13T13:46:29","modified_gmt":"2025-03-13T13:46:29","slug":"9-ecommerce-website-optimization-tactics-expert-insights","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2025\/03\/13\/9-ecommerce-website-optimization-tactics-expert-insights\/","title":{"rendered":"9 Ecommerce Website Optimization Tactics [Expert Insights]"},"content":{"rendered":"<p>Want to 2X, 3X, or even 4X your ecommerce sales?<\/p>\n<p>Start by diagnosing what\u2019s working on your site and what isn\u2019t.<\/p>\n<p>Then, apply targeted fixes based on real data. Not hunches.<\/p>\n<p>In this guide, I\u2019m sharing my lessons and strategies from 10+ years in digital marketing.<\/p>\n<p>Plus, I interviewed four leading ecommerce website optimization experts for their best conversion-driving insights:<\/p>\n<ul>\n<li>Leigh McKenzie from UnderFit (also head of SEO @ Backlinko)<\/li>\n<li>Rishi Rawat from Frictionless Commerce<\/li>\n<li>Anna Bolton from Conversion Copy Co.<\/li>\n<li>Kurt Philip from Convertica<\/li>\n<\/ul>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Leading ecommerce website optimization experts\" alt=\"Leading ecommerce website optimization experts\" data-aspect-ratio=\"0.89142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/leading-ecommerce-website-optimization-experts.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Let\u2019s start by identifying the biggest roadblocks standing between you and more revenue.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/03\/13\/9-ecommerce-website-optimization-tactics-expert-insights\/#Phase_1_Analyze_and_Diagnose_Your_Sites_Existing_Issues\" >Phase 1: Analyze and Diagnose Your Site\u2019s Existing Issues<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/03\/13\/9-ecommerce-website-optimization-tactics-expert-insights\/#Quantitative_Research_Finding_Patterns_in_the_Numbers\" >Quantitative Research: Finding Patterns in the Numbers<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/03\/13\/9-ecommerce-website-optimization-tactics-expert-insights\/#Google_Analytics_GA4\" >Google Analytics (GA4)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/03\/13\/9-ecommerce-website-optimization-tactics-expert-insights\/#Hotjar\" >Hotjar<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/03\/13\/9-ecommerce-website-optimization-tactics-expert-insights\/#Semrush_Site_Audit\" >Semrush Site Audit<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/03\/13\/9-ecommerce-website-optimization-tactics-expert-insights\/#Qualitative_Research_Uncover_the_%E2%80%9CWhy%E2%80%9D_Behind_the_Data\" >Qualitative Research: Uncover the \u201cWhy\u201d Behind the Data<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/03\/13\/9-ecommerce-website-optimization-tactics-expert-insights\/#Qualitative_Research_Methods\" >Qualitative Research Methods<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/03\/13\/9-ecommerce-website-optimization-tactics-expert-insights\/#Turn_Your_Research_Into_Actionable_Insights\" >Turn Your Research Into Actionable Insights<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/03\/13\/9-ecommerce-website-optimization-tactics-expert-insights\/#Phase_2_Apply_Ecommerce_Website_Optimization_Fixes_to_Increase_Conversions\" >Phase 2: Apply Ecommerce Website Optimization Fixes to Increase Conversions<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/03\/13\/9-ecommerce-website-optimization-tactics-expert-insights\/#1_Boost_Page_Load_Times\" >1. Boost Page Load Times<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/03\/13\/9-ecommerce-website-optimization-tactics-expert-insights\/#How_to_Optimize_Page_Speed\" >How to Optimize Page Speed<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/03\/13\/9-ecommerce-website-optimization-tactics-expert-insights\/#2_Optimize_High-Impact_Pages_First\" >2. Optimize High-Impact Pages First<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/03\/13\/9-ecommerce-website-optimization-tactics-expert-insights\/#3_Make_Navigation_and_Search_Intuitive\" >3. Make Navigation and Search Intuitive<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/03\/13\/9-ecommerce-website-optimization-tactics-expert-insights\/#4_Fix_Product_Page_Issues\" >4. Fix Product Page Issues<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/03\/13\/9-ecommerce-website-optimization-tactics-expert-insights\/#5_Make_Checkout_Easy\" >5. Make Checkout Easy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/03\/13\/9-ecommerce-website-optimization-tactics-expert-insights\/#6_Write_Copy_That_Educates_and_Persuades\" >6. Write Copy That Educates and Persuades<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/03\/13\/9-ecommerce-website-optimization-tactics-expert-insights\/#Clarify_Your_Message\" >Clarify Your Message<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/03\/13\/9-ecommerce-website-optimization-tactics-expert-insights\/#Layer_Persuasion_Principles_into_Every_Page\" >Layer Persuasion Principles into Every Page<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/03\/13\/9-ecommerce-website-optimization-tactics-expert-insights\/#Balance_Benefits_and_Features\" >Balance Benefits and Features<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/03\/13\/9-ecommerce-website-optimization-tactics-expert-insights\/#Use_Design_to_Support_Your_Copy\" >Use Design to Support Your Copy<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/03\/13\/9-ecommerce-website-optimization-tactics-expert-insights\/#7_Optimize_for_Mobile_Buyer_Behavior\" >7. Optimize for Mobile Buyer Behavior<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/03\/13\/9-ecommerce-website-optimization-tactics-expert-insights\/#8_Personalize_the_Shopping_Experience\" >8. Personalize the Shopping Experience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/03\/13\/9-ecommerce-website-optimization-tactics-expert-insights\/#9_AB_Test_to_Learn_Not_Just_to_Win\" >9. A\/B Test to Learn. Not Just to Win.<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/03\/13\/9-ecommerce-website-optimization-tactics-expert-insights\/#Transform_Your_Ecommerce_Site_into_a_Sales_Machine\" >Transform Your Ecommerce Site into a Sales Machine<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Phase_1_Analyze_and_Diagnose_Your_Sites_Existing_Issues\"><\/span>Phase 1: Analyze and Diagnose Your Site\u2019s Existing Issues<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Every effective ecommerce website optimization strategy starts with a solid, data-driven diagnosis.<\/p>\n<p>As economist W. Edwards Deming once said:<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/william-edwards-deming.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>\u201cWithout data, you\u2019re just another person with an opinion.\u201d<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/william-edwards-deming.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Quantitative_Research_Finding_Patterns_in_the_Numbers\"><\/span>Quantitative Research: Finding Patterns in the Numbers<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Quantitative research focuses on <strong>analyzing data to identify trends and behaviors<\/strong>.<\/p>\n<p>It helps you answer questions about your online store\u2019s performance, such as:<\/p>\n<ul>\n<li>Where are visitors dropping off in the funnel?<\/li>\n<li>What are users actually doing on each page (scrolling, clicking)?<\/li>\n<li>How does behavior differ across traffic segments (e.g., mobile vs. desktop, <a title=\"\" href=\"https:\/\/www.google.com\/url?q=https:\/\/docs.google.com\/document\/d\/1eIF9ImB19aDhwoxDc9rtuC5gI0wF-O52JPqaQUdH4lA\/edit?usp%3Dsharing&amp;sa=D&amp;source=docs&amp;ust=1741095390919912&amp;usg=AOvVaw1DKAGtpIfL26_jJ0gpwipY\" target=\"_blank\" rel=\"noopener\">organic<\/a> vs. paid)?<\/li>\n<\/ul>\n<p>The good news:<\/p>\n<p>There are many tools to help you with this analysis.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Quantitative Research \u2013 Data &amp; Key metrics\" alt=\"Quantitative Research \u2013 Data &amp; Key metrics\" data-aspect-ratio=\"0.59285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/quantative-research-data-key-metrics.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h4><span class=\"ez-toc-section\" id=\"Google_Analytics_GA4\"><\/span>Google Analytics (GA4)<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p><a title=\"Google Analytics 4 (GA4): The Ultimate Guide\" href=\"https:\/\/backlinko.com\/google-analytics-4\" target=\"_blank\" rel=\"noopener\">Google Analytics<\/a> provides helpful insights into user behavior and website performance.<\/p>\n<p>Including how visitors from different traffic sources behave.<\/p>\n<p>For example, to uncover drop-off points during checkout:<\/p>\n<p>Navigate to <strong>Reports<\/strong> &gt; <strong>Monetization<\/strong> &gt; <strong>Checkout journey<\/strong>.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Google Analytics purchase journey\" alt=\"Google Analytics purchase journey\" data-aspect-ratio=\"0.87857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/02\/google-analytics-purchase-journey.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>This lets you examine the flow from checkout to purchase.<\/p>\n<p>And analyze abandonment rates for each stage to identify potential bottlenecks.<\/p>\n<p>For example, a high abandonment rate on the payment page might signal technical issues.<\/p>\n<p>Or trust barriers, such as last-minute doubt about product quality.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Pro tip:<\/strong> There\u2019s no universal definition of a high abandonment rate. It varies by industry, funnel, and goals. Compare it against your historical data to see if there\u2019s a problem.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h4><span class=\"ez-toc-section\" id=\"Hotjar\"><\/span>Hotjar<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Hotjar, a heatmap and behavior analytics tool, is incredibly powerful for qualitative research (more on that soon).<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Hotjar \u2013 Homepage\" alt=\"Hotjar \u2013 Homepage\" data-aspect-ratio=\"0.65714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/hotjar-homepage.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>It gives you a clear picture of how online shoppers interact with your site.<\/p>\n<p>And lets you uncover friction points that frustrate users.<\/p>\n<p>For example, click tracking reveals where visitors interact with your site.<\/p>\n<p>And which elements get the most engagement.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Hotjar \u2013 Click tracking\" alt=\"Hotjar \u2013 Click tracking\" data-aspect-ratio=\"0.59857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/hotjar-click-tracking.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Scroll heatmaps show you how far users make it down a page. And where they drop off.<\/p>\n<p>Warm colors (like red) indicate higher engagement.<\/p>\n<p>And cool colors (like blue) signal lower engagement.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Scroll heatmap\" alt=\"Scroll heatmap\" data-aspect-ratio=\"1.1254545454545\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/scroll-heatmap.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Move heatmaps track how shoppers move their mouse across the page.<\/p>\n<p>This reveals areas of interest and hesitation.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Heatmaps \u2013 Areas of interest\" alt=\"Heatmaps \u2013 Areas of interest\" data-aspect-ratio=\"0.25428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/heatmaps-areas-of-interest.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Session replays let you watch real user recordings, showing exactly how visitors navigate your site.<\/p>\n<p>Watch this in action below:<\/p>\n<div class=\"sc-wistia-embed  remove-click-to-play image-border w-75-md-up\">\n<div><\/div>\n<p>                            <img decoding=\"async\" class=\"wistia_thumbnail\" src=\"https:\/\/embed-ssl.wistia.com\/deliveries\/d5e83353c8bad813c5de053d18d57e0955772284.jpg\" loading=\"lazy\" alt=\"| Craig Hordlow\" title=\"| Craig Hordlow\"><\/p>\n<div class=\"wistia_embed wistia_async_tfjye16nli googleAnalytics=false\" data-embed=\"tfjye16nli\" data-thumb=\"d5e83353c8bad813c5de053d18d57e0955772284\"><\/div>\n<\/div>\n<h4><span class=\"ez-toc-section\" id=\"Semrush_Site_Audit\"><\/span>Semrush Site Audit<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Semrush\u2019s <a title=\"Free technical SEO audit with Semrush SEO analysis tools\" href=\"https:\/\/www.semrush.com\/features\/site-audit\/\" target=\"_blank\" rel=\"noopener\">Site Audit tool<\/a> uncovers technical issues that affect SEO <strong>and<\/strong> the user experience (UX).<\/p>\n<p>For example, it flags crawl errors, which are usually caused by <a title=\"How to Find (and Fix) Broken Links\" href=\"https:\/\/backlinko.com\/how-to-find-and-fix-broken-links\" target=\"_blank\" rel=\"noopener\">broken links<\/a> or incorrect <a title=\"Redirects 101: A Beginner\u2019s Guide to Setup &amp; Best Practices\" href=\"https:\/\/backlinko.com\/redirects\" target=\"_blank\" rel=\"noopener\">redirects<\/a>.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Site Audit \u2013  Spoke \u2013 URL with a temporary redirect\" alt=\"Site Audit \u2013 Spoke \u2013 URL with a temporary redirect\" data-aspect-ratio=\"0.62428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/site-audit-spoke-url-with-a-temporary-redirect.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>These dead ends confuse users and make it harder for search engines to crawl your pages.<\/p>\n<p>(And if Google struggles to crawl them, your ranking can take a hit.)<\/p>\n<p>The tool also identifies slow-loading pages that frustrate visitors.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Site Audit \u2013  Spoke \u2013Errors &amp; Warnings\" alt=\"Site Audit \u2013 Spoke \u2013Errors &amp; Warnings\" data-aspect-ratio=\"0.64857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/site-audit-spoke-errors-warnings.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>It can also identify code bloat (aka too much JavaScript or unused CSS) that makes pages sluggish.<\/p>\n<p>This can cause delayed interactions that lower conversion rates.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Site Audit \u2013  Sephora \u2013 Site Performance\" alt=\"Site Audit \u2013 Sephora \u2013 Site Performance\" data-aspect-ratio=\"0.55230769230769\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/site-audit-sephora-site-performance.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h3><span class=\"ez-toc-section\" id=\"Qualitative_Research_Uncover_the_%E2%80%9CWhy%E2%80%9D_Behind_the_Data\"><\/span>Qualitative Research: Uncover the \u201cWhy\u201d Behind the Data<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Qualitative research helps you understand <strong>why customers behave the way they do<\/strong>.<\/p>\n<p>Including their pain points, motivations, and desires.<\/p>\n<p>It also helps you identify barriers to conversion, such as hesitations about buying.<\/p>\n<p>And learn about other products your web visitors are considering.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Quantitative Research\" alt=\"Quantitative Research\" data-aspect-ratio=\"0.72285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/quantitative-research.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h4><span class=\"ez-toc-section\" id=\"Qualitative_Research_Methods\"><\/span>Qualitative Research Methods<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>There are many data sources for qualitative insights.<\/p>\n<p>And each one can reveal different issues and opportunities:<\/p>\n<div class=\"table-responsive\">\n<table class=\"table table-primary table-striped table-hover\">\n<thead>\n<tr>\n<th scope=\"col\">Research Method<\/th>\n<th scope=\"col\">What to Look For<\/th>\n<th scope=\"col\">Effort level<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td scope=\"row\" data-before=\"Research Method\">Recorded sales calls<\/td>\n<td data-before=\"What to Look For\">Patterns in customer questions, objections, or recurring themes<\/td>\n<td data-before=\"Effort level\">Low<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Research Method\">Live chat transcripts<\/td>\n<td data-before=\"What to Look For\">Common pain points, frequently asked questions, or sources of confusion<\/td>\n<td data-before=\"Effort level\">Low<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Research Method\">Customer reviews<\/td>\n<td data-before=\"What to Look For\">Trends in positive and negative feedback. This includes specific phrases or words that highlight desires, frustrations, or expectations<\/td>\n<td data-before=\"Effort level\">Low<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Research Method\">Online surveys<\/td>\n<td data-before=\"What to Look For\">Customer sentiment toward brand messaging and tone and reasons for abandonment<\/td>\n<td data-before=\"Effort level\">Low to medium<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Research Method\">Customer interviews<\/td>\n<td data-before=\"What to Look For\">Insights into customer motivations, needs, anxieties, and desires in their own words<\/td>\n<td data-before=\"Effort level\">Medium to high<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Research Method\">User testing sessions<\/td>\n<td data-before=\"What to Look For\">Usability issues, unexpected user behaviors, or areas where users struggle to complete tasks<\/td>\n<td data-before=\"Effort level\">High<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p>But you don\u2019t need to go all-in on every qualitative method right off the bat.<\/p>\n<p>Start with the data you already have.<\/p>\n<p>Then, gradually level up as time and resources allow.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Turn_Your_Research_Into_Actionable_Insights\"><\/span>Turn Your Research Into Actionable Insights<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>You\u2019ve got the research.<\/p>\n<p>Now, you need a system to organize it.<\/p>\n<p>As <a title=\"Anna Bolton - Chief CRO &amp; Conversion Copywriter - Convers...\" href=\"https:\/\/www.linkedin.com\/in\/annaboltonobyrne\/\" target=\"_blank\" rel=\"noopener\">Anna Bolton<\/a>, chief CRO and conversion copywriter of Conversion Copy Co., says:<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/anna-bolton.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>The challenge isn\u2019t just gathering research\u2014it\u2019s making sense of it. Whether you\u2019re analyzing heatmaps, surveys, or reviews, you need to turn that data into meaningful insights. This starts with proper analysis to identify key patterns and trends. And then you need to understand that data in context\u2014what it means for your business, audience, and goals. That\u2019s what turns raw data into results.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/anna-bolton.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>So, what do you do?<\/p>\n<p>Build a research repository to bring all your insights together in one place.<\/p>\n<p>Think of it as a living database of findings and insights. This way, it\u2019s easier for you to act on data.<\/p>\n<p>But you don\u2019t need anything fancy.<\/p>\n<p>Start with a simple spreadsheet.<\/p>\n<p>Include everything from customer research (interviews, surveys) to conversion rate optimization (CRO) results and survey data.<\/p>\n<p>For example, Anna and I use a spreadsheet like the one below for one-off client projects.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Spreadsheet \u2013 Research repository\" alt=\"Spreadsheet \u2013 Research repository\" data-aspect-ratio=\"0.51571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/spreadsheet-research-repository.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>For larger-scale projects, use UX research tools like Aurelius Lab and Dovetail.<\/p>\n<p>These tools offer more advanced ways to store, categorize, and retrieve insights.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Aurtelius Lab \u2013 Analysis board\" alt=\"Aurtelius Lab \u2013 Analysis board\" data-aspect-ratio=\"0.82\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/aurtelius-lab-analysis-board.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h2><span class=\"ez-toc-section\" id=\"Phase_2_Apply_Ecommerce_Website_Optimization_Fixes_to_Increase_Conversions\"><\/span>Phase 2: Apply Ecommerce Website Optimization Fixes to Increase Conversions<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The ecommerce website optimization best practices we\u2019re about to cover are designed to do one thing:<\/p>\n<p>Improve the customer experience.<\/p>\n<p>And when you do that, conversions naturally follow.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-note.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Side note:<\/strong> If you\u2019re here for SEO tips, stick around. While I\u2019m focusing on conversion rate optimization, CRO and <a title=\"How to Create an Effective SEO Strategy\" href=\"https:\/\/backlinko.com\/seo-strategy\" target=\"_blank\" rel=\"noopener\">SEO<\/a> are becoming increasingly intertwined. Anything you do to make your site better for humans will also make Google happy.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-note.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>As <a title=\"Leigh McKenzie - Backlinko | LinkedIn\" href=\"https:\/\/www.linkedin.com\/in\/lmckenzie16\/\" target=\"_blank\" rel=\"noopener\">Leigh McKenzie<\/a>, head of SEO at Backlinko and owner of UnderFit, says:<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/leigh-mckenzie.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>\u201cConversion rate optimization is becoming more and more an SEO responsibility. Google heavily rewards websites that deliver a positive user experience. It\u2019s no longer about just bringing traffic. It\u2019s also about what happens when people get there.\u201d <\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/leigh-mckenzie.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"1_Boost_Page_Load_Times\"><\/span>1. Boost Page Load Times<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><a title=\"Page Speed and SEO: The Complete Guide\" href=\"https:\/\/backlinko.com\/hub\/seo\/pagespeed\" target=\"_blank\" rel=\"noopener\">Fast-loading pages<\/a> are non-negotiable for a great user experience.<\/p>\n<p>Ignore speed, and conversions and bounce rates will suffer.<\/p>\n<p>But increase speed. And good things follow.<\/p>\n<p>Take <a title=\"Vodafone: A 31% improvement in LCP increased sales by 8% | web.dev\" href=\"https:\/\/web.dev\/case-studies\/vodafone\" target=\"_blank\" rel=\"noopener\">Vodafone<\/a>, for example.<\/p>\n<p>After optimizing their <a title=\"Core Web Vitals: Essential Guide to Better Site Performance\" href=\"https:\/\/backlinko.com\/hub\/seo\/core-web-vitals\" target=\"_blank\" rel=\"noopener\">Core Web Vitals<\/a>, they saw:<\/p>\n<ul>\n<li>8% more sales<\/li>\n<li>11% boost in cart-to-visit rates<\/li>\n<li>15% jump in lead-to-visit rates<\/li>\n<\/ul>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Vodafone\u2019s Core Web Vitals improvement results\u00a0\" alt=\"Vodafone's Core Web Vitals improvement results\u00a0\" data-aspect-ratio=\"0.56\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/vodafones-core-web-vitals-improvement-results-.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Test your site speed (and Core Web Vitals) with tools like Google\u2019s PageSpeed Insights.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"PageSpeed Insights \u2013 LCP\" alt=\"PageSpeed Insights \u2013 LCP\" data-aspect-ratio=\"0.62428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/pagespeed-insights-lcp.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Here\u2019s what to aim for:<\/p>\n<p>For <a title=\"How to Improve Largest Contentful Paint (LCP) in Under an Hour\" href=\"https:\/\/backlinko.com\/lcp\" target=\"_blank\" rel=\"noopener\">Largest Contentful Paint<\/a> (LCP) target under 2.5 seconds.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Google\u2019s largest contentful paint guidelines\" alt=\"Google's largest contentful paint guidelines\" data-aspect-ratio=\"0.6\" src=\"https:\/\/backlinko.com\/app\/uploads\/2020\/07\/googles-largest-contentful-paint-guidelines.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>For Interaction to Next Paint (INP), 200ms or less.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Google\u2019s Interaction to Next Paint Guidelines\" alt=\"Google's Interaction to Next Paint Guidelines\" data-aspect-ratio=\"0.6\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/googles-interaction-to-next-paint-guidelines.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>And for Cumulative Layout Shift (CLS), keep it below 0.1.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Google\u2019s cumulative layout shift guidelines\" alt=\"Google's cumulative layout shift guidelines\" data-aspect-ratio=\"0.6\" src=\"https:\/\/backlinko.com\/app\/uploads\/2020\/07\/googles-cumulative-layout-shift-guidelines.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h4><span class=\"ez-toc-section\" id=\"How_to_Optimize_Page_Speed\"><\/span>How to Optimize Page Speed<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Not hitting Core Web Vitals benchmarks?<\/p>\n<p>Here\u2019s how to fix that:<\/p>\n<p>Start with a content delivery network (CDN) like Cloudflare or AWS CloudFront.<\/p>\n<p>It speeds up your site by delivering content from servers closer to your users. This reduces lag and load times.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Implement a CDN to boost speed\" alt=\"Implement a CDN to boost speed\" data-aspect-ratio=\"1.1014285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/implement-a-cdn-to-boost-speed.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Next, upgrade to high-performance hosting to minimize server response delays.<\/p>\n<p>Plus, use tools like Tinify to shrink uncompressed images while preserving quality.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Tinify \u2013 Compression tool\" alt=\"Tinify \u2013 Compression tool\" data-aspect-ratio=\"0.54571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/tinify-compression-tool.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Then, clean up unnecessary code.<\/p>\n<p>You can do this with tools like Terser, which helps improve rendering speeds.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Terser \u2013 Homepage\" alt=\"Terser \u2013 Homepage\" data-aspect-ratio=\"0.61285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/terser-homepage.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Lastly, don\u2019t forget browser caching.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Activate browser caching\" alt=\"Activate browser caching\" data-aspect-ratio=\"0.85857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/02\/activate-browser-caching.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>This helps repeat visitors load your site faster by storing assets locally.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-note.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Note:<\/strong> Use the Semrush Site Audit Tool to identify and fix Core Web Vitals issues. <a title=\"Backlinko &amp; Semrush: 14-day PRO Trial\" href=\"https:\/\/www.semrush.com\/lp\/backlinko-offer\/en\/\" target=\"_blank\" rel=\"noopener\">Get a 14-day Semrush trial here<\/a>.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Site Audit \u2013 Homebase \u2013 Core Web Vitals \u2013 Metrics\" alt=\"Site Audit \u2013 Homebase \u2013 Core Web Vitals \u2013 Metrics\" data-aspect-ratio=\"0.46428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/site-audit-homebase-core-web-vitals-metrics.png\" loading=\"lazy\" \/><\/p><\/figure>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-note.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Further reading:<\/strong> <a title=\"Technical SEO: The Ultimate Guide\" href=\"https:\/\/backlinko.com\/technical-seo-guide\" target=\"_blank\" rel=\"noopener\">Technical SEO: The Ultimate Guide<\/a><\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"2_Optimize_High-Impact_Pages_First\"><\/span>2. Optimize High-Impact Pages First<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Want to see results fast?<\/p>\n<p>Begin with the pages that offer the quickest wins, such as product and checkout pages.<\/p>\n<p>This is what <a title=\"Rishi Rawat, the Shopify product page guy - Frictionless Commerce | LinkedIn\" href=\"https:\/\/www.linkedin.com\/in\/rawatrishi\/\" target=\"_blank\" rel=\"noopener\">Rishi Rawat<\/a>, product page optimization specialist at Frictionless Commerce, does.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/rishi-rawat.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>I work exclusively on bestselling product pages because they have the highest impact. My goal is to turn first-time visitors into buyers. Since these pages already drive a big share of the store\u2019s revenue, I don\u2019t spread optimization efforts thin. Instead, I improve the sales pitch and sharpen the product story. And then I make what\u2019s already working even more persuasive.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/rishi-rawat.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>So, how do you identify your site\u2019s high-impact pages?<\/p>\n<p>Look at where a page fits in the <a title=\"What Is a Marketing Funnel? Complete Beginner\u2019s Guide\" href=\"https:\/\/backlinko.com\/marketing-funnel\" target=\"_blank\" rel=\"noopener\">marketing funnel<\/a>.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Consumer Goods Marketing Funnel\" alt=\"Consumer Goods Marketing Funnel\" data-aspect-ratio=\"0.62285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/12\/consumer-goods-marketing-funnel.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Start with the pages closest to the sale.<\/p>\n<p>These are the pages that attract visitors in the decision and action stages. Such as product pages or the cart page.<\/p>\n<p>But you might also include other pages based on user behavior.<\/p>\n<p>For example, optimize the product and cart pages if your site has high cart abandonment.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"GA \u2013 Purchase journey\" alt=\"GA \u2013 Purchase journey\" data-aspect-ratio=\"0.60714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/03\/ga-purchase-journey.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>This ensures the <a title=\"20 Effective Product Page Examples (+ Best Practices)\" href=\"https:\/\/backlinko.com\/product-page-examples\" target=\"_blank\" rel=\"noopener\">product page<\/a> sets the right expectations.<\/p>\n<p>So, when shoppers get to checkout, they feel confident in their choice.<\/p>\n<p>But, if your goal is to boost mobile sales, optimize the mobile experience first.<\/p>\n<p>Want to maximize paid ads conversions? Make product landing pages a priority.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_Make_Navigation_and_Search_Intuitive\"><\/span>3. Make Navigation and Search Intuitive<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Shoppers don\u2019t always leave because they dislike your products.<\/p>\n<p>Sometimes, they leave because they can\u2019t find what they\u2019re looking for.<\/p>\n<p>That\u2019s why navigation plays a big role in ecommerce website optimization.<\/p>\n<p>If your navigation makes users rethink their next step, you\u2019re already losing them.<\/p>\n<p>For example, imagine you\u2019re searching for dog crates on pet company Chewy\u2019s website.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Chewy \u2013 Intuitive navigation\" alt=\"Chewy \u2013 Intuitive navigation\" data-aspect-ratio=\"1.0542857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/chewy-intuitive-navigation.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>You sort the results by price.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Chewy \u2013 Filter \u2013 Price low to high\" alt=\"Chewy \u2013 Filter \u2013 Price low to high\" data-aspect-ratio=\"0.79285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/chewy-filter-price-low-to-high.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>But now, the first products you see are lock latch replacements and crate pans\u2014not dog crates.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Chewy \u2013 Filtered by price \u2013 Low-to high \u2013 Results\" alt=\"Chewy \u2013 Filtered by price \u2013 Low-to high \u2013 Results\" data-aspect-ratio=\"0.77571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/chewy-filtered-price-low-to-high-results.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>That\u2019s a bad user experience.<\/p>\n<p>And it might cost them the sale.<\/p>\n<p>The solution?<\/p>\n<p>Always test filters before launch to ensure they work as expected.<\/p>\n<p>And design navigation to adapt to various browsing behaviors.<\/p>\n<p>Make backtracking easy with breadcrumbs and a \u201cRecently Viewed\u201d section.<\/p>\n<p>Plus, use AI to suggest relevant filters, related categories, and top products.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Chewy \u2013 Related Searches\" alt=\"Chewy \u2013 Related Searches\" data-aspect-ratio=\"0.35\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/chewy-related-searches.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Navigation also impacts SEO.<\/p>\n<p>As Leigh put it,<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/leigh-mckenzie.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>Good navigation isn\u2019t just about getting users to a page. It\u2019s about keeping them engaged in the shopping process. Shoppers want to see product variations, compare options, and refine their choices easily. When they do, they stay longer. And that\u2019s what Google values. It favors sites where users engage rather than bounce back to search results. That\u2019s why you want to optimize for getting people deeper into the experience.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/leigh-mckenzie.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Further reading:<\/strong> <a title=\"5 Proven Ecommerce Growth Strategies ($0 to $100 Million)\" href=\"https:\/\/backlinko.com\/ecommerce-growth-strategy\" target=\"_blank\" rel=\"noopener\">5 Proven Ecommerce Growth Strategies ($0 to $100 Million)<\/a><\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"4_Fix_Product_Page_Issues\"><\/span>4. Fix Product Page Issues<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Have low-converting product pages?<\/p>\n<p>They might be missing key information, like sizing or dimensions.<\/p>\n<p>So, don\u2019t give shoppers reasons to doubt the purchase.<\/p>\n<p>Provide vital details clearly and compellingly.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Product page issues\" alt=\"Product page issues\" data-aspect-ratio=\"0.53142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/product-page-issues.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Here\u2019s what I mean.<\/p>\n<p>For clothing and shoes, essential buying criteria include fit, size, and return policies.<\/p>\n<p>Include details like aggregate \u201cfit\u201d subscore (a summary of how well an item fits based on user reviews). Especially for items like jeans.<\/p>\n<p>The clothing site Everlane includes user-reported fit data right on their product pages.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Everlane \u2013 Reviews\" alt=\"Everlane \u2013 Reviews\" data-aspect-ratio=\"0.43571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/everlane-reviews.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>For furniture, you\u2019d want to include dimensions, materials, assembly, warranty information, and more.<\/p>\n<p>But displaying this information isn\u2019t enough. It needs to be easy to find and absorb.<\/p>\n<p>That\u2019s why Wayfair includes a clear, at-a-glance product details section.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Wayfair \u2013 Furniture key informations\" alt=\"Wayfair \u2013 Furniture key informations\" data-aspect-ratio=\"0.51142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/wayfair-furniture-key-informations.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>For food and supplements, ingredients and nutrition details are non-negotiable.<\/p>\n<p>Supplement company AlgaeCal prominently displays these details right in the hero section.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"AlgaeCal \u2013 Product details\" alt=\"AlgaeCal \u2013 Product details\" data-aspect-ratio=\"0.77571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/algaecal-product-details.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Your product image gallery is another potential reason for low conversions.<\/p>\n<p>But don\u2019t just show your product. Use it to tell its story.<\/p>\n<p>I love how Huel, a plant-based food company, does this.<\/p>\n<p>It adds key selling points directly onto product photos.<\/p>\n<p>Like nutrition facts and product benefits.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Huel \u2013 Nutrition facts &amp; product benefits\" alt=\"Huel \u2013 Nutrition facts &amp; product benefits\" data-aspect-ratio=\"0.78428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/huel-nutrition-facts-and-product-benefits.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p><a title=\"24 Key User-Generated Content (UGC) Statistics\" href=\"https:\/\/backlinko.com\/ugc-statistics\" target=\"_blank\" rel=\"noopener\">User-generated content<\/a> (UGC) also works well as an addition to your photo gallery.<\/p>\n<p>It can also boost credibility by showing your products in real life.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Popov Leather \u2013 Product \u2013 UGC\" alt=\"Popov Leather \u2013 Product \u2013 UGC\" data-aspect-ratio=\"0.88857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/popovleather-product-ugc.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Videos provide an even richer view.<\/p>\n<p>Clothing company ASOS includes short video clips that show how clothing moves and fits on real people.<\/p>\n<div class=\"sc-wistia-embed  remove-click-to-play image-border w-75-md-up\">\n<div><\/div>\n<p>                            <img decoding=\"async\" class=\"wistia_thumbnail\" src=\"https:\/\/embed-ssl.wistia.com\/deliveries\/9959f587b7a57934cc783b35749371d3b87ced0b.jpg\" loading=\"lazy\" alt=\"| Craig Hordlow\" title=\"| Craig Hordlow\"><\/p>\n<div class=\"wistia_embed wistia_async_eakq4hv0uk googleAnalytics=false\" data-embed=\"eakq4hv0uk\" data-thumb=\"9959f587b7a57934cc783b35749371d3b87ced0b\"><\/div>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"5_Make_Checkout_Easy\"><\/span>5. Make Checkout Easy<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Checkout is a fragile part of the conversion funnel.<\/p>\n<p>It\u2019s the moment when the customer is closest to buying.<\/p>\n<p>And most likely to hesitate.<\/p>\n<p>That\u2019s why <a title=\"Ecommerce Form and Checkout Conversion Rates Averages - The Statistics\" href=\"https:\/\/www.zuko.io\/blog\/benchmarking-deep-dive-into-ecommerce\" target=\"_blank\" rel=\"noopener\">65% of shoppers<\/a> abandon their carts before completing a purchase. Ouch.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Abandonment\" alt=\"Abandonment\" data-aspect-ratio=\"0.59142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/abandonment.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>So, what should you do?<\/p>\n<p>Make the checkout process effortless.<\/p>\n<p>Consider Amazon\u2019s one-click checkout.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Amazon \u2013 Product \u2013 Buy Now button\" alt=\"Amazon \u2013 Product \u2013 Buy Now button\" data-aspect-ratio=\"0.70285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/amazon-product-buy-now-button.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>The less thinking required and the faster the process, the higher the conversions.<\/p>\n<p>One way to do this?<\/p>\n<p>Strip the checkout process down to the essentials.<\/p>\n<p>For example, only ask for the bare minimum in your checkout form.<\/p>\n<ul>\n<li>Name<\/li>\n<li>Email<\/li>\n<li>Delivery address<\/li>\n<li>Billing address<\/li>\n<li>Payment details<\/li>\n<\/ul>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Nike \u2013 Checkout form\" alt=\"Nike \u2013 Checkout form\" data-aspect-ratio=\"1.03\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/nike-checkout-form.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>If you must ask for additional details\u2014like a phone number\u2014explain why.<\/p>\n<p>Transparency reduces friction.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Felix Gray \u2013 Product checkout \u2013 Phone question mark\" alt=\"Felix Gray \u2013 Product checkout \u2013 Phone question mark\" data-aspect-ratio=\"0.83428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/felixgray-product-checkout-pfone-question-mark.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>If checkout requires many steps, use a progress indicator. It shows shoppers how far they are in the process.<\/p>\n<p>This reduces uncertainty and keeps them moving forward.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Booking \u2013 Checkout process\" alt=\"Booking \u2013 Checkout process\" data-aspect-ratio=\"0.68285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/booking-checkout-process.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Guest checkout is non-negotiable.<\/p>\n<p>Why?<\/p>\n<p>Forcing users to create an account hurts conversions.<\/p>\n<p>Over <a title=\"Reasons for Cart Abandonment \u2013 Why 68% of Users Abandon Their Cart (2024 data) \u2013 Baymard\" href=\"https:\/\/baymard.com\/blog\/ecommerce-checkout-usability-report-and-benchmark\" target=\"_blank\" rel=\"noopener\">26% of shoppers<\/a> abandon checkout when forced to create an account.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Abandon \u2013 Checkout statistics\" alt=\"Abandon \u2013 Checkout statistics\" data-aspect-ratio=\"0.67142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/abandon-checkout-statistics.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Let them buy first.<\/p>\n<p>Then, invite them to create an account <strong>after<\/strong> the purchase.<\/p>\n<p>That\u2019s what Boots, a health and beauty retailer, does.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Boots \u2013 heckout as guest\" alt=\"Boots \u2013 heckout as guest\" data-aspect-ratio=\"0.85714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/boots-checkout-as-guest.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>As <a title=\"Kurt Philip - CRO by Convertica | LinkedIn\" href=\"https:\/\/www.linkedin.com\/in\/kurt-philip-cro\/\" target=\"_blank\" rel=\"noopener\">Kurt Philip<\/a>, CEO of Convertica, says:<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/kurt-philip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>Forcing people to create an account is an unnecessary barrier. You can just auto-generate one for them. Let them check out first, and then send them a confirmation email with their details. And a \u2018Set Your Password\u2019 option later. That way, the process stays frictionless, and they still get an account without effort.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/kurt-philip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>But consider this:<\/p>\n<p>Your job doesn\u2019t stop when someone adds an item to the cart.<\/p>\n<p>This is your chance to remove any last-minute hesitation and get the sale.<\/p>\n<p>Ridge Wallet, an accessories manufacturer, does this well.<\/p>\n<p>It displays social proof at the top of the checkout page by highlighting its \u201c100K+ 5-star reviews.\u201d<\/p>\n<p>It also includes trust boosters like a risk-free trial and fast shipping.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Rdge \u2013 Product checkout \u2013 Social proof\" alt=\"Rdge \u2013 Product checkout \u2013 Social proof\" data-aspect-ratio=\"0.87285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/ridge-product-checkout-social-proof.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Outdoor gear company Patagonia highlights its \u201cIronclad Guarantee\u201d on the checkout page.<\/p>\n<p>This reassures buyers that buying is risk-free.<\/p>\n<p>And it also strengthens Patagonia\u2019s credibility.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Patagonia \u2013 Ironclad Guarantee\" alt=\"Patagonia \u2013 Ironclad Guarantee\" data-aspect-ratio=\"0.66571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/patagonia-ironclad-guarantee.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Clothing company Everlane also understands the power of timing.<\/p>\n<p>It reminds shoppers of first-time buyer discounts at checkout to encourage them to take advantage of savings.<\/p>\n<p>Helping to reduce cart abandonment.<\/p>\n<p>And convert hesitant buyers.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Everlane \u2013 Checkout savings\" alt=\"Everlane \u2013 Checkout savings\" data-aspect-ratio=\"0.96428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/everlane-checkout-savings.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h3><span class=\"ez-toc-section\" id=\"6_Write_Copy_That_Educates_and_Persuades\"><\/span>6. Write Copy That Educates and Persuades<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><a title=\"Copywriting: What It Is + 7 Lessons to Help You Write Better Copy\" href=\"https:\/\/backlinko.com\/copywriting-guide\" target=\"_blank\" rel=\"noopener\">Conversion copy<\/a> isn\u2019t just about clever wording.<\/p>\n<p>It\u2019s about guiding shoppers to action through clear information and <a title=\"Ecommerce Website Design: How to Create a Store That Sells\" href=\"https:\/\/backlinko.com\/ecommerce-website-design\" target=\"_blank\" rel=\"noopener\">persuasive web design<\/a>.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Clarify_Your_Message\"><\/span>Clarify Your Message<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>First-time visitors should instantly understand what you sell and who it\u2019s for.<\/p>\n<p>Boom Beauty\u2019s product page is a great example.<\/p>\n<p>Their copy clearly communicates both product purpose, ideal customer, and benefits:<\/p>\n<ul>\n<li>\u201cThree multitasking beauty essentials\u201d<\/li>\n<li>\u201cThree sticks. Endless Possibilities.\u201d<\/li>\n<li>\u201cSimplify your beauty routine\u201d<\/li>\n<\/ul>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Boom Beauty \u2013 Product description\" alt=\"Boom Beauty \u2013 Product description\" data-aspect-ratio=\"0.76\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/boombeauty-product-description.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h4><span class=\"ez-toc-section\" id=\"Layer_Persuasion_Principles_into_Every_Page\"><\/span>Layer Persuasion Principles into Every Page<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Preemptively address objections with persuasion principles.<\/p>\n<p>Kitchenware company Caraway does this by answering a key question upfront:<\/p>\n<p>\u201cIs this cookware safe?\u201d<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Caraway \u2013 Persuasion principles\" alt=\"Caraway \u2013 Persuasion principles\" data-aspect-ratio=\"0.74571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/carawayhome-persuasion-principles.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Right away, shoppers see \u201cNon-Toxic Coating.\u201d<\/p>\n<p>And the copy underneath provides more details about the toxic materials you won\u2019t find in their cookware.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Balance_Benefits_and_Features\"><\/span>Balance Benefits and Features<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>As they browse, shoppers are constantly thinking:<\/p>\n<p>\u201cWhat\u2019s in it for me?\u201d<\/p>\n<p>That\u2019s why you need to list benefits along with features.<\/p>\n<p>Menswear brand Spoke London does this well.<\/p>\n<p>On their homepage, they highlight what makes their menswear different.<\/p>\n<p>Like a \u201cflawless fit\u201d and \u201cuncompromising design.\u201d<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Spoke \u2013 Copy\" alt=\"Spoke \u2013 Copy\" data-aspect-ratio=\"0.72857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/spoke-copy.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h4><span class=\"ez-toc-section\" id=\"Use_Design_to_Support_Your_Copy\"><\/span>Use Design to Support Your Copy<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Strong copy needs equally strong visuals.<\/p>\n<p>When I wrote copy for a face mask product page, the design amplified my key messaging by:<\/p>\n<ul>\n<li>Showing how the mask is worn<\/li>\n<li>Using close-ups to prove quality claims<\/li>\n<li>Creating a clean, scannable layout<\/li>\n<\/ul>\n<p>Together, they created a more persuasive shopping experience.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Irestore \u2013 Design supports copy\" alt=\"Irestore \u2013 Design supports copy\" data-aspect-ratio=\"0.62714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/irestorelaser-design-support-copy.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h3><span class=\"ez-toc-section\" id=\"7_Optimize_for_Mobile_Buyer_Behavior\"><\/span>7. Optimize for Mobile Buyer Behavior<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Mobile shoppers think, browse, and buy differently than desktop users.<\/p>\n<p>In fact, there are four key behavioral differences, according to a <a title=\"The hidden conversion funnel of mobile vs. desktop consumers - ScienceDirect\" href=\"https:\/\/www.sciencedirect.com\/science\/article\/abs\/pii\/S1567422322000199\" target=\"_blank\" rel=\"noopener\">study<\/a>.<\/p>\n<p>This includes their search behavior, cognitive effort, engagement, and position in the funnel.<\/p>\n<div class=\"table-responsive\">\n<table class=\"table table-primary table-striped table-hover\">\n<thead>\n<tr>\n<th scope=\"col\">Behavioral Differences<\/th>\n<th scope=\"col\">Mobile Shoppers<\/th>\n<th scope=\"col\">Desktop Shoppers<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td scope=\"row\" data-before=\"Behavioral Differences\">Search Behavior<\/td>\n<td data-before=\"Mobile Shoppers\">Less diverse searches<\/td>\n<td data-before=\"Desktop Shoppers\">More diverse searches<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Behavioral Differences\">Cognitive Effort<\/td>\n<td data-before=\"Mobile Shoppers\">Prefer tasks requiring less cognitive effort<\/td>\n<td data-before=\"Desktop Shoppers\">Have the patience for tasks that involve more research or exploration<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Behavioral Differences\">Engagement<\/td>\n<td data-before=\"Mobile Shoppers\">Fewer visits and fewer searches per visit<\/td>\n<td data-before=\"Desktop Shoppers\">More visits and more searches<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Behavioral Differences\">Position in the Funnel<\/td>\n<td data-before=\"Mobile Shoppers\">Tend to be more advanced in the conversion funnel<\/td>\n<td data-before=\"Desktop Shoppers\">More evenly distributed between research and decision stages<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p>This means you can\u2019t just shrink your desktop site and call it <a title=\"Mobile SEO: The Definitive Guide\" href=\"https:\/\/backlinko.com\/mobile-seo-guide\" target=\"_blank\" rel=\"noopener\">mobile-optimized<\/a>.<\/p>\n<p>Instead, design for how mobile users actually shop.<\/p>\n<p>First, reduce cognitive load\u2014the mental effort required to complete a task.<\/p>\n<p>It\u2019s higher on mobile due to smaller screens and limited navigation options.<\/p>\n<p>Show only essential information first, then reveal more as needed.<\/p>\n<p>This \u201cprogressive disclosure\u201d keeps pages focused and reduces overwhelm.<\/p>\n<p>Sephora is a great example of this.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Sephora \u2013 Progressive disclosure\" alt=\"Sephora \u2013 Progressive disclosure\" data-aspect-ratio=\"0.64142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/sephora-progressive-disclosure.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Like many ecommerce sites, they first used a hamburger menu to simplify navigation.<\/p>\n<p>But, their <a title=\"6 steps to big results: How we redesigned the Sephora app...\" href=\"https:\/\/uxdesign.cc\/6-steps-to-big-results-how-we-redesigned-the-sephora-app-2f39427310a9\" target=\"_blank\" rel=\"noopener\">research<\/a> showed users were still experiencing friction.<\/p>\n<p>So, they replaced the hamburger menu with a scrollable navigation and pop-up filters.<\/p>\n<p>Top categories appeared first, and more filters were accessible as needed.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Sephora \u2013 Mobile \u2013 Homepage\" alt=\"Sephora \u2013 Mobile \u2013 Homepage\" data-aspect-ratio=\"1.5\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/sephora-mobile-homepage.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>The result? A <a title=\"Sephora\u2019s app user experience redesign - Think with Google\" href=\"https:\/\/www.thinkwithgoogle.com\/marketing-strategies\/app-and-mobile\/app-user-experience-redesign\/\" target=\"_blank\" rel=\"noopener\">measurable increase<\/a> in mobile engagement and conversions.<\/p>\n<p>Another way to improve the mobile experience is by minimizing typing and input friction.<\/p>\n<p>You can do this by:<\/p>\n<ul>\n<li>Auto-switching to the right keyboard (numeric for credit cards, email for logins)<\/li>\n<li>Enabling autofill for addresses and payment details to reduce manual typing<\/li>\n<li>Using dropdowns and prefilled options to speed up form completion<\/li>\n<li>Ensuring buttons and links are large enough to tap easily without zooming<\/li>\n<\/ul>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Sephora \u2013 Mobile \u2013 Prominent button\" alt=\"Sephora \u2013 Mobile \u2013 Prominent button\" data-aspect-ratio=\"1.5\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/sephora-mobile-prominemt-button.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Mobile users also want fast search and filtering options.<\/p>\n<p>Use predictive search with auto-suggestions based on past searches and popular queries.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Sephora \u2013 Mobile \u2013 Search \u2013 Blush\" alt=\"Sephora \u2013 Mobile \u2013 Search \u2013 Blush\" data-aspect-ratio=\"1.2133333333333\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/sephora-mobile-search-blush.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h3><span class=\"ez-toc-section\" id=\"8_Personalize_the_Shopping_Experience\"><\/span>8. Personalize the Shopping Experience<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Forty percent of ecommerce customers <a title=\"Personalization Report: Scale Your Marketing\" href=\"https:\/\/business.adobe.com\/resources\/personalization-at-scale-report.html#get-the-personalization-at-scale-study\" target=\"_blank\" rel=\"noopener\">expect a personalized experience<\/a>.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Personalize the shopping experience \u2013 Study\" alt=\"Personalize the shopping experience \u2013 Study\" data-aspect-ratio=\"1.1585714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/personalize-the-shopping-experience-study.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>But you don\u2019t have to personalize <strong>everything<\/strong>.<\/p>\n<p>The goal is to make shoppers feel like you understand their needs. Not that you\u2019re watching their every move.<\/p>\n<p>For example, motorcycle gear company Revzilla dynamically adjusts shipping information based on user behavior and location.<\/p>\n<p>The banner updates instantly when I visit, displaying region-specific shipping details.<\/p>\n<p>Though it\u2019s a U.S.-based site, it tailors content for my location in Croatia.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Revzilla \u2013 Shipping\" alt=\"Revzilla \u2013 Shipping\" data-aspect-ratio=\"0.37428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/revzilla-shipping.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>It\u2019s one small change.<\/p>\n<p>But it resolves a key concern before it even becomes a question.<\/p>\n<p>This reduces friction in the buying decision.<\/p>\n<p>So, what else can you personalize?<\/p>\n<p>Here are some examples.<\/p>\n<p>Tiffany &amp; Co. has a slide-in window for returning visitors that welcomes you back.<\/p>\n<p>And encourages you to \u201ccontinue shopping\u201d by reminding you of the products you\u2019ve viewed.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Tiffany &amp; Co. has a slide in window for returning visitors\" alt=\"Tiffany &amp; Co. has a slide in window for returning visitors\" data-aspect-ratio=\"0.68571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/tiffany-and-co-has-a-slide-in-window-for-returning-visitors.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Amazon personalizes its homepage based on your buying behavior, displaying:<\/p>\n<ul>\n<li>Products you\u2019ve viewed and bought<\/li>\n<li>Deals related to your past interactions<\/li>\n<\/ul>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Amazon \u2013 Homepage\" alt=\"Amazon \u2013 Homepage\" data-aspect-ratio=\"0.78857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/amazon-homepage.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Effective personalization relies on four key data types to create tailored experiences:<\/p>\n<ul>\n<li><strong>First-party data<\/strong> (profiles, quizzes, preferences)<strong>:<\/strong> This lets you personalize recommendations based on customer input<\/li>\n<li><strong>Browsing behavior<\/strong> (page views, search patterns, cart activity)<strong>:<\/strong> Helps adapt content in real-time<\/li>\n<li><strong>CRM data<\/strong> (buying history, abandoned carts)<strong>:<\/strong> Powers retargeting campaigns and perfectly timed offers<\/li>\n<li><strong>Predictive insights:<\/strong> Uses AI to analyze patterns and predict needs<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"9_AB_Test_to_Learn_Not_Just_to_Win\"><\/span>9. A\/B Test to Learn. Not Just to Win.<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>At the heart of ecommerce website optimization is A\/B testing.<\/p>\n<p>But here\u2019s the thing:<\/p>\n<p>Your goal isn\u2019t just about finding a \u201cwinning variation.\u201d<\/p>\n<p>It\u2019s to learn more about the psychology of your buyers.<\/p>\n<p>As <a title=\"Jonny Longden \/ LinkedIn\" href=\"https:\/\/www.linkedin.com\/posts\/jonnylongden_cro-experimentation-ecommerce-activity-7024665920811728896-k3f-\/\" target=\"_blank\" rel=\"noopener\">Jonny Longden<\/a>, chief growth officer at Speero, puts it:<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/jonny-longden.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>When you run a test, whether it wins or loses is in some ways irrelevant because you can learn something from it. Some of the most successful tests that you will run happen as a result of a test that lost. When you chase winners, you ignore that fact.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/jonny-longden.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>For example, if a trust badge increases conversions, the real takeaway isn\u2019t just that the badge works.<\/p>\n<p>It\u2019s that customers need more reassurance before they give you their credit card.<\/p>\n<p>This insight goes beyond checkout.<\/p>\n<p>It suggests that trust signals should be reinforced earlier in the buying journey. On product pages, in the cart, and even in post-purchase messaging.<\/p>\n<p>Why?<\/p>\n<p>If hesitation exists at checkout, it likely started long before.<\/p>\n<p>One more thing.<\/p>\n<p>A\/B testing only works if you have enough traffic to reach statistical significance.<\/p>\n<p>Kurt says your test page should receive at least 10,000 visits per month.<\/p>\n<p>This gives you meaningful insights in a reasonable timeframe.<\/p>\n<p>But traffic alone isn\u2019t enough.<\/p>\n<p>What matters is whether you can reach statistical significance. This ensures your results aren\u2019t just due to chance.<\/p>\n<p>To determine the right sample size, use <a title=\"Sample size calculator - Optimizely\" href=\"https:\/\/www.optimizely.com\/sample-size-calculator\/#\/?conversion=3&amp;effect=20&amp;significance=95\" target=\"_blank\" rel=\"noopener\">Optimizely\u2019s A\/B Test Sample Size Calculator<\/a>.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Optimizely \u2013 Sample size calculator\" alt=\"Optimizely \u2013 Sample size calculator\" data-aspect-ratio=\"1.0514285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/02\/optimizely-sample-size-calculator.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Now, if your traffic is too low, A\/B testing may not be the best tool yet.<\/p>\n<p>But that doesn\u2019t mean you can\u2019t optimize your ecommerce website.<\/p>\n<p>Here\u2019s what you can do instead:<\/p>\n<p>Multi-armed bandit (MAB) testing dynamically directs traffic to better-performing pages.<\/p>\n<p>It doesn\u2019t wait for statistical significance.<\/p>\n<p>Instead, it continuously reallocates traffic in real time to maximize conversions as data is collected.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"AB vs Bandit Testing\" alt=\"AB vs Bandit Testing\" data-aspect-ratio=\"0.34428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/ab-vs-bandit-testing.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Another alternative is pre\/post testing.<\/p>\n<p>Instead of splitting traffic, test one variation for a set period and then switch to another.<\/p>\n<p>Finally, make high-impact changes like a full rewrite and redesign of a product page.<\/p>\n<p>These larger changes are more likely to yield noticeable improvements.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Ways to optimize for low traffic sites\" alt=\"Ways to optimize for low traffic sites\" data-aspect-ratio=\"0.56142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/ways-to-optimize-for-low-traffic-sites.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h2><span class=\"ez-toc-section\" id=\"Transform_Your_Ecommerce_Site_into_a_Sales_Machine\"><\/span>Transform Your Ecommerce Site into a Sales Machine<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The bottom line:<\/p>\n<p>You could be leaving thousands of dollars on the table with your ecommerce site.<\/p>\n<p>Optimize it the right way, and you could double\u2014or even triple\u2014your revenue.<\/p>\n<p>Remember, diagnose <strong>first<\/strong> and then make strategic, high-impact changes.<\/p>\n<p>Want more proven ecommerce website optimization strategies to boost your sales?<\/p>\n<p>Our definitive guide to <a title=\"Conversion Rate Optimization: The Definitive Guide\" href=\"https:\/\/backlinko.com\/conversion-rate-optimization\" target=\"_blank\" rel=\"noopener\">conversion rate optimization<\/a> includes:<\/p>\n<ul>\n<li>A\/B testing basics<\/li>\n<li>A blueprint for high-converting landing pages<\/li>\n<li>Conversion copy tactics that persuade<\/li>\n<\/ul>\n<p>The post <a href=\"https:\/\/backlinko.com\/ecommerce-website-optimization\" target=\"_blank\" rel=\"noopener\">9 Ecommerce Website Optimization Tactics [Expert Insights]<\/a> appeared first on <a href=\"https:\/\/backlinko.com\/\" target=\"_blank\" rel=\"noopener\">Backlinko<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Want to 2X, 3X, or even 4X your ecommerce sales? Start by diagnosing what\u2019s working on your site and what isn\u2019t. Then, apply targeted fixes based on real data. Not hunches. In this guide, I\u2019m sharing my lessons and strategies from 10+ years in digital marketing. Plus, I interviewed four leading ecommerce website optimization experts for their best conversion-driving insights: Leigh McKenzie from UnderFit (also head of SEO @ Backlinko) Rishi Rawat from Frictionless Commerce Anna Bolton from Conversion Copy Co. Kurt Philip from Convertica Let\u2019s [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":12546,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[8],"tags":[],"class_list":["post-12545","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-backlinko"],"featured_image_src":"https:\/\/craighordlow.com\/wp-content\/uploads\/2025\/03\/leading-ecommerce-website-optimization-experts-RBsbFG-600x400.png","featured_image_src_square":"https:\/\/craighordlow.com\/wp-content\/uploads\/2025\/03\/leading-ecommerce-website-optimization-experts-RBsbFG-600x600.png","author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/craig\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/12545","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=12545"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/12545\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media\/12546"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=12545"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=12545"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=12545"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}