MoreConversions

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General
Good
The store is optimized for mobile first
Good
Cookie notifications or opt-in modals can easily be dismissed within 2 seconds
Good
Use of prominent, high contrast CTA buttons.
Great
Primary CTAs are styled identically across the entire shopping journey.
Good
The store includes a prominent site-wide offer with a clear CTA.
Fair
Search bar returns autocompleted suggestions, fast.
Good
The 404 page includes ample ways to explore the store (search bar, best sellers, categories, …).
Poor
Newsletter signup boxes clearly communicate a benefit.
Good
The navigation bar is sticky, or appears immediately when scrolling up.
Fair
The main menu only includes links that are critical to the sales process. Everything else goes in the footer.
Fair
Store has a user-friendly visual mega menu, especially on Desktop.
Good
The footer includes easy to find links to important policies (shipping / returns).
Great
Login functionality is best kept in the footer, especially on mobile.
Fair
Home
Good
Hero section is static to push users through a single funnel (not a carousel)
Fair
Sections have clear visual separation to aid scanning, especially on narrow phones
Good
Uses high quality photos and graphics, avoiding clip art or generic images
Good
Highlights logos of news sites, blogs, or celebrities featuring the product / brand
Good
Key benefits are communicated above the fold, e.g. fast shipping / free returns
Great
Prominent use of social proofing such as review counts, number of completed orders
Good
Provides navigation essential product categories with clear photos / visuals
Fair
Provides dedicated categories (best-sellers, new, sale) to engage users
Fair
Includes a section sharing the founder’s story / vision / brand mission
Good
Includes a “Recently viewed” section for returning visitors
Good
Highlights social media posts (e.g. Instagram), with @handle and followers. No links
Great
Includes highlighted reviews, ideally with full name + portrait or a user-generated image
Good
The last section of the homepage offers a way of entering the store
Good
Collections
Fair
Contains a brand UVP above the fold, similar to the Home page
Fair
Hero imagery and copy should clearly communicate what the collection contains
Fair
Collections are sorted by “Best selling” by default
Good
Only relevant sorting and filters are provided. No filters with >15 options unless absolutely necessary
Poor
Sorting and filters automatically apply, with clear visual feedback
Good
Product tiles use uniform sizing and layout; price labels appear in the same position
Great
Price labels are sufficiently large and contrasting
Good
Product tiles use different font sizes, colors and/or styles to separate information
Fair
Product tiles include review stars + review count
Good
A select number of products stand out with additional attributes (e.g. labels, discounts)
Fair
Product images use a consistent, harmonious style
Fair
Product tiles include available variants, if relevant (size, color)
Fair
Product tiles show additional information and a CTA button on hover
Good
Collections use pagination or infinite scrolling; the page must appear too long
Good
Optional: contains links to alternative categories at
Good
Products
Good
Product photos are non-repetitive, e.g. the same angle with a different background
Great
Wearable products feature a user-centric image as the primary image
Fair
Uses clear and descriptive product titles
Good
Product reviews are displayed and linked near the main product title
Good
Impactful subtitles or bullet points highlight key product benefits
Good
The image carousel supports both swiping and navigation arrows (< >)
Fair
Product images can easily be zoomed in, especially on mobile
Good
Price labels include an “old” price with a strike-through
Good
Out of stock products or variants provide a “Remind me” email / phone field
Great
Main product copy is concise and separated by descriptive subheadings
Poor
Main product copy focuses on benefits, not features. Specifications are listed separately
Good
Variant selectors are directly accessible as buttons, not hidden behind a dropdown
Great
The main CTA (Add to Cart) clearly stands out, ideally with a cart icon
Fair
Shipping information is displayed prominently near the primary CTA
Good
Provides links to Recently viewed and / or Recommended products
Good
Cart
Fair
Provides relevant suggestions when empty (categories, best sellers, search bar)
Fair
Appears organized and uncluttered, with plenty of spacing between elements
Fair
The primary CTA should always be visible, even when the cart contains many items
Good
Cart items contain key information: title, image, variant, quantity, price, sale price
Good
Cart items can easily be removed. Quantity selectors use + - buttons, not fields
Poor
Cart contents automatically update when modifying items
Poor
Upsells should be the third most prominent element. Cart contents and CTA come first
Poor
Upsells should be relevant, low cost, and require minimal effort to add
Good
Upsells should never be placed above cart items
Great
Doesn’t include a visible discount code field, only hidden behind a text link
Good
Uses a progress bar to display progress towards free shipping or discount threshold
Good
Subtotal and accrued discounts should be clearly visible (large, bold)
Fair
Free shipping should be stated clearly near the subtotal, if applicable
Poor
CTA is anchored with shopping benefits and / or payment method icons to build trust
Poor
Optional: employs scarcity / urgency (e.g. cart reserved for 10 minutes)
Poor
Checkout
Fair
Checkout is white labeled under the same domain as the store and includes a favicon
Poor
The primary CTA is the most noticeable element on the page
Good
Doesn’t require or emphasize account creation. A single checkbox at most
Fair
Provides clear breadcrumb navigation illustrating the steps remaining
Good
Doesn’t contain distracting outgoing links (menu, footer, social icons, …)
Poor
“Back” navigation should navigate to the same cart previously used
Poor
The logo links to the cart, not the homepage
Fair
Offers express checkout methods to bypass lengthy forms
Great
Offers 3 - 4 payment methods at most. Most have PayPal, they don’t need Google Pay
Fair
Offers payment in installments, a popular payment method even for low-cost items
Great
Form fields are limited to the bare minimum. One “full name” field is best.
Good
Form fields are streamlined in a single column, with inline / floating field labels
Poor
Mandatory and optional fields are clearly differentiated
Good
Doesn’t ask for phone numbers unless crucial for fulfillment. If so, explain the purpose
Fair

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