304 Tactics to Grow
Your Store's Revenue
Work through each optimisation across all 8 page types. General tactics are completely free. Unlock page-specific sections (Homepage, Product Pages, and more) with your email or full access.
Main pages (home page, landing page, product page) load quickly (2 seconds or less)
Every page has a CTA (even 404 error pages, result page with 0 results, blog posts, about us page)
Things that are clickable (like buttons) are obviously pressable (hover states, rounded corners, subtle gradient, blue underlined links)
Cookie notification bar can be easily closed or approved (under 2 seconds)
The site offers wishlists which is the easiest first step in the checkout process
Button labels and link labels start with a verb and time (e.g. "Shop Now")
Items that aren't clickable do not have characteristics that suggest that they are
There is sufficient space between action targets (buttons, forms) to prevent the user from hitting multiple or incorrect targets
The store offers upsell opportunities between the checkout page and thank you page; if the user decides to add another product, they don't need to re-enter payment info
The shop's logo is placed in the same location on every page; clicking the logo returns the user to the home page
The website uses subtle micro-animations (e.g. pulses) to emphasise the main CTA on every page
The site doesn't include annoying pop-ups at the wrong time (too early in the process)
The home page promotes site-wide offers at the top of the page (e.g. Free Shipping) with urgency and scarcity triggers and a linked CTA
The top bar with a site-wide offer is prominent, with a clear CTA
The navigation system is broad and shallow (many items per menu level) rather than deep (many menu levels)
Good navigational feedback is provided (e.g. showing active state of where you are on the site)
Category labels accurately describe the information in the category
Navigation items are ordered in the most logical or task-oriented manner
Main navigation doesn't include unnecessary links (e.g. privacy policy, return policy, terms and conditions)
Store uses sticky navigation, so categories, home page, search and cart widget are easily accessible
The home page contains a prominent search box near the top (or top-right) of the website
The search bar has an auto-complete and auto-suggest option
Auto-suggest searches through categories and products
The search results page shows the user what was searched for; it is easy to edit and resubmit the search
Search results are clear, useful, and ranked by relevance and how many results were retrieved
If no results are returned, the search engine gracefully offers ideas or options for improving the query
The most common queries (as reflected in analytics) produce useful results
The search engine includes templates, examples or hints on how it can be used effectively
The search box is long enough to handle common query lengths
The search box gives results if you press Enter
The search box contains a "magnifying glass" icon that clearly represents the search function
Once you click on the search field and before you type anything, the search gives hints of recent searches or trending searches
The search engine provides automatic spell checking and searches for plurals and synonyms
Cart widget is easily accessible on every page in the top-right corner
Mini cart widget includes the total price, total discount, number of items, all items in the cart (on hover) and is prominent on every page
If the store has a free shipping option, the cart widget clearly states how far away the user is from getting free shipping
A link to both the basket and checkout is clearly visible on the mini-cart widget
Empty cart widget has (on hover) CTA to "Shop our best-sellers"
Footer highlights benefits of shopping at the store (e.g. free shipping, returns, money back, contact information)
Footer contains a "Back to top" link so the user can easily go back to the top
It is clear that there is a real organisation behind the site (e.g. physical address or photo of the office)
It is easy to see the return policy, privacy policy and terms & conditions on any given page with one click
Footer shows trust icons / seal badges (e.g. verified by Norton) along with reassuring copy
Footer includes links to social networks and a total number of likes/followers
Footer includes links to main categories
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