E-Commerce Improvements – Part 1: Shop Page Optimization for Increased Conversions



It’s easy to become addicted to shopping on Amazon. As much as we might want to support local businesses and stop feeding the giants, we can’t help but love the whole experience of making a purchase on the retail superpower.

And why wouldn’t we? Amazon makes it so darn easy to buy whatever we need. In 3 clicks, we can be in and out of a purchase, and in most cases, it’s for a great price and will be delivered in a couple of days.

Amazon is certainly shaping the expectations of customers. And that’s why e-commerce businesses need to learn how to perform shop page optimization and more so they can deliver the shopping experience their customers have come to expect. 

Shop Page Optimization Tips for E-Commerce Usability

When you pay attention to e-commerce usability, you provide customers with easy navigation, optimized shop pages, and a top-notch customer experience. All of this has an impact on your bounce rate, time on page, conversion rate, and even SEO.

It’s not really rocket science; the easier you make it for your visitors to purchase, the more sales you will make.

Look, if you frustrate your visitors, they aren’t likely to bother shopping from you. Instead, wow them with these e-commerce improvements and watch your conversions skyrocket…

Optimize for Mobile Usability Too!

Ever tried to make a purchase on your phone from a retailer that clearly didn’t optimize their site for mobile purchases? It’s a nightmare, right? And it most likely ended in you saying, “Forget it!”

According to a study by Baymard Institute, which evaluated e-commerce usability on 50 mobile sites, most users weren’t able to find the items they were looking for because of poor interface. That’s a lot of missed sales! Especially when we look at the statistics of mobile shopping:

Mobile is critical. Enough said.

Design Your Site Around What Your Customers Want

It is essential that you design your e-commerce site around what it is that your customers want. If, for example, they want the best deals, then you need to make sure your sales banners and online deals are prominently positioned.

If they are looking for the highest quality and are willing to pay more for it, then proof of your quality and the benefits of your products should be highlighted first and foremost. If your customers tend to do a lot of research before purchasing your products, then displaying a lot of reviews is important.

Knowing your customers and making it easy for them to get what they want is always the path to success. Get this right and you’ve won half the battle.

Ensure Your Website Design Is Easy to Convert

The goal of your web pages is to drive sales, so make sure the layout and navigation of your website makes it easy to convert users. Here are some ways to do that:

Category Page Optimization for Usability

What might surprise you is how important category pages are. In fact, Yoast says they might even be more important than product pages because they give visitors the option to compare and choose. Here’s how to optimize these pages for usability:

Product Page Optimization for Usability

On your product pages, do everything you can think of to make purchasing from your website easy for your visitors and to make buying from you a no-brainer. Here are some of the best ways to do that:

Checkout Page Optimization for Usability

The checkout page, otherwise known as the cart overview page, provides your customers with an overview of their purchase. Here are the best practices for optimizing these pages for usability:

Let’s Sum It Up

After completing the hefty tasks of SEO and sales copy, it’s easy for marketers to forget to optimize their site for customer experience. But if your site isn’t easy and enjoyable to use, your conversion rates are going to struggle to keep up with your competitors.

Let’s get your conversions rocking! Get started by pulling out the tips above that you feel will make the biggest impact on your e-commerce usability and turn them into action steps with deadlines.

And be sure to check out Part 2 of this series, which addresses shopping cart abandonment best practices.


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Filed Under: E-Commerce & Sales

About Jon Maday

Jon recently graduated from the University of Wisconsin Oshkosh with a degree in marketing and economics. He grew up in the suburbs of Chicago and loves his Chicago sports teams. Jon found his passion for marketing while in college and decided to pursue a career in the digital side of marketing. He is an eager learner and started with Viral Solutions as an intern before accepting a position upon graduation. Outside of work, Jon enjoys hanging out with friends and watching sporting events.