Your 10-part guide* to converting website visitors into paying customers. Print it out and use it as a launch checklist, or email us for a Google Doc version.
*This checklist was put together for a broad range of eCommerce applications. Not all items may be relevant to your business.
Effective Copywriting
Use customer-centric copy that is plain, simple, and without jargon
Is your homepage headline clear, compelling, and easy to understand? Run your copy through Sharethrough’s headline analyzer to see how it ranks.
Section headlines should tell a clear story on their own and should be easily skimmable; they shouldn’t rely solely on supporting context from subparagraphs
Do you address a specific problem that your customers face? Do you provide a solution to that problem?
Define meta information:
Title Tag (60 character limit): this text is displayed in your browser tab
Meta Description (160 character limit): this text is displayed in Google search results and should include relevant keywords
Review web forms:
All web forms have auto-complete enabled
All web forms have success states and error states with relevant copy
You only ask for mandatory information in web forms (if you don’t need first and last name for a newsletter email capture, don’t ask for it)
UX & Design Elements
Use consistent capitalization and other style standards
Similar items are grouped in the top navigation and footer
You've mapped out key customer journeys and funnels
A customer can clearly articulate the following: who you are, what you sell, how your products benefit them, how to navigate your website, how to place an order, how to contact customer service, how to make a return, how to sign in to their account
Hyperlinks open in new tabs
Customers can easily search for a product
You’ve added breadcrumbs for easy navigation between pages
For brands with large product catalogs, you’ve included pagination
Include hover states, empty states, and tool tips wherever applicable, such as buttons, links, icons, and images
Consider using a cart drawer instead of a traditional cart page
Benefits
Clearly articulate the benefits and use cases of your product
Focus on benefits over features
Identify your USPs (value props) and emphasize why they are valuable for your audience, as well as how you differ from key competitors
Consider adding a comparison chart (this is more relevant for SaaS businesses and brands with a single SKU)
Product imagery is annotated with key benefits
Call-to-Actions
Consider implementing a fixed/sticky navigation bar so your primary CTA is always visible
CTA buttons visually stand out from the overall page design
For pages that are high in content, be sure to include secondary CTAs throughout the page
Include key information under or around your CTAs (e.g. limited time offers, free shipping and returns, money back guarantee, terms & conditions)
Include a banner at the top of your page for newsworthy content like a funding announcement, time sensitive promotion, or partnership
Build Trust with Social Proof
Leverage onsite testimonials or customer reviews; consider including a combination of images, videos, and quotes
Logo reel or choice quotes from notable press
Logo reel of top clients (if you work with businesses)
Include FAQs on key conversion pages such as category pages, product pages, pricing, or your help center
Consider implementing live chat to address visitor doubts in real time. Set up automated workflows like a welcome message, automated reply outside of business hours, or CSAT.
Include a “Contact Us” link on your homepage (we recommend adding it to the Footer). Encourage your customers to contact you on their preferred channel, wherever you’re available: email, web form, SMS, social media, phone, or live chat.
Speed & Performance
Aim for a website load time of less than 2 seconds on desktop and mobile. Check your performance with Google’s PageSpeed Insights. In 2023, the average page load time on desktop was 2.5 seconds and 8.6 seconds on mobile.
Set up key goals, funnels, and reports in your analytics tool (you may need a developer for this). Most tools have reporting templates to help you get started.
Measure performance on a regular basis. Start by doing this weekly, then as you grow and begin running more experiments, you may move to daily reporting.
Testing & Feedback
Include a way for customers to record feedback (e.g. via email or using a tool like Canny), and specify how the feedback will be addressed. Will it be read by customer service? Is it sent to the engineering team for future prioritization?
Ask for customer feedback at specific milestones (e.g. send an NPS survey 30 days after purchase)
Consider implementing a tool like Bugherd for bug tracking
Use an auditing tool like Flourish Commerce to quickly review your website and identify important fixes. Flourish Commerce will even give you an ordered list of fixes that you can hand straight to a developer for easy implementation—with a task list that’s prioritized by effort and impact.
About the Author
Erin Lipsman is the co-founder of Flourish Commerce, delivering actionable design audits to help eCommerce brands grow their business through website optimization. Erin is a seasoned operator and leader with 10+ years of startup experience across marketing, product, eCommerce, and customer experience.
