Every time I talk about conversion optimization with my clients, I’m asked the same question: 'Do those details really make a difference?' I know. We are talking about small adjustments that seem so minimal it’s almost beyond belief that they can make a difference. The word optional next to a field in a fill-in form, a call-to-action button, a line of micro-copy at checkout. Just details, right? Nothing could be further from the truth. It is precisely those details that determine whether your visitor crosses the finish line. This is especially true for 7 or 8 figure e-commerce sites, because even half a percent change in conversion rate can mean a few hundred thousand dollar change in yearly revenue.

It seems like everyone wants A/B testing these days. Unfortunately, it doesn’t always make sense. It might even be a waste of your time (and visitors). Don’t get me wrong, we love A/B testing. We do it all the time. But only when it makes sense for our clients.

Are you doing a complete redesign of your site, or planning a redesign soon? Maybe you want more conversions and you think that a redesign is the solution? I am afraid I have bad news. The chances are good that your new site will make little or no difference. It might even cause your conversions to plummet. For a 7 or 8 figure e-commerce store, too much change at once can kill your conversions. 

Checkout abandonment (aka cart abandonment) means that you’re losing a visitor in the cart or checkout of your site. Actually, you’re not losing just a visitor. You’re losing a buyer. Think about it. They’ve added something to their cart and many of them have even proceeded to the checkout. They weren’t your average visitor anymore. These people wanted to BUY something from you. And yet, they didn’t. According to a recent study by the Baymard Institute, a sad 68% of all e-commerce visitors abandon their shopping cart. That’s almost unbearable. On average, more than two-thirds of all visitors go through the trouble of finding the right product, adding it to their cart, maybe even starting the checkout, but still don’t complete the purchase.

Forms are essential in any checkout. And yet so many people get it wrong. And that causes customer drop off. Waste. Anyone who gets to your form is no longer just a visitor, they’re a buyer. Each improvement that you make in your checkout form will have a significant impact on your revenue. In my opinion, it just takes five steps to create the best-converting checkout form.

Conversion optimisation is often approached incorrectly… In this article, I’ll show you how not to do it. But more importantly, how it must be done. Step by step.


CRO is not about button colours!

Do you recognise yourself? You read an article in which Company X increased its conversion rate by 50%, by changing the colour of the call-to-action button from red to orange. You happen to have red buttons on your site as well. So you set up an A/B test to see whether orange buttons would work better for you. In the worst case, you don’t even do an A/B test and you just make all your buttons orange in a hurry. Let the money roll in!

Every e-commerce site is different: a different target audience and different reasons why visitors don’t convert. That’s why research at the beginning of a conversion optimisation project is necessary. It’s the only way for you to discover the reasons why your visitors don’t convert… and what you can do about it. Even so, there are a few things that you can take on immediately, things that are real conversion killers for your e-commerce site. I’ve put together a list—in random order—of 10 real conversion killers for e-commerce sites. There are more, but if you fix these 10, you’ll notice the impact on your conversions.