How To Optimise Your Landing Page | Infographic

Optimising your landing page for potential customers is key to acquiring your return on investment. It’s not easy optimising your landing page because it can differ from business to business. Some customers want concise information, while others want as much as possible. So getting the right balance can be tricky job and takes a lot of patience and trial and error.

How To Optimise Your Landing Page | Infographic

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E-Commerce Conversion Optimization 101

E-commerce conversion is influenced by many different factors, including some you probably know already: price, selection, and ease of checkout, for example.

However, conversion also depends greatly on personal factors like the visitor’s level of commercial intent, what brought them to your store, what they’re exposed to in your store, and even external factors like which device they’re on and what distractions they might have.

How can you optimize for all of these different elements to convert more visitors to buyers?

Here are the important optimizations you need to make:

Load Speed

Slow page loading time is a conversion killer, but that’s not the only drawback. According to Google, improving your load speed boosts user engagement, retention, and conversion.

First, find out how fast your site actually loads. It only takes a few seconds with the Google DevelopersPageSpeed Insights Tool. Reducing your load speed means finding each of the bloated aspects weighing it down and lightening the load. This might mean removing unused image meta data, inlining small resources, optimizing JavaScript and CSS files for load time, and more. If that all sounds a bit overwhelming, Google also offers an open source PageSpeed Module you can have do the optimizations for you.

Homepage Optimization on E-Commerce Sites

Optimize your site for easy navigation and product discovery.

Use clear category structures to optimize navigation for your shoppers. Test your internal search for accuracy using direct match keywords, as well as terms people looking for certain types of products might commonly use. Optimize your homepage with top-selling products and refer visitors to similar, complementary or also-purchased items from your product pages.

Show Off Top Products

They’re already your best-selling products – chances are good that your new customers will love them, too. Use banners, pop-ups and pop-outs, and a recommended products section to highlight the items you’ve identified as most popular.

Make Your Site Locally Relevant

Reassure customers as soon as they land on your site that they’re in the right place. Use headers or slide-outs to confirm that you ship to their country.

Use shipping offers for ecommerce conversion optimization

In this example from, you can see that a visitor from Canada is immediately reassured that shipping is available to their location, breaking down any potential barriers around location.

Build Trust & Credibility

Trust is a huge factor in a customer’s decision to make a purchase or bounce; 70% of consumers will terminate a purchase if there’s a lack of trust. Be 100% credible and trustworthy in the eyes of your visitors to convert at the best rate possible.

Offer Live Chat & Make Contact Info Prominent

At a bare minimum, display your phone number and email so shoppers with inquiries can easily contact you – 91% of European retailers have this down. However, only 18% offer access to live chat; the vast majority are missing out on an opportunity to provide support in real time, as shopper concerns arise.

Reassure Shoppers with Prominent Policies and Guarantees

People will understandably have questions about how your business conducts itself when they’re shopping with you for the first time. Make your privacy policy, returns policy, security certificates and any other guarantees highly visible on your site, especially in the shopping cart.

Offer Multiple Ways to Pay

Give shoppers the option of using the payment method they’re most comfortable with. Some people just don’t like using their credit card to shop online and won’t convert no matter what you do, if that’s your only available method of payment. Alternatives like PayPal can help increase the comfort level for those hesitant shoppers, increasing your conversion rates.

Showcase Product & Business Reviews

Consumer reviews are huge, and I mean HUGE – 88% of shoppers trust online reviews as much as they trust personal recommendations! A recent BrightLocal survey also showed that only 10% of people completely ignore reviews. Different review software comes with different functions, but at the very least, you want all reviews pulled in and displayed, with reminders to customers to leave reviews after purchase.

Convince & Convert with E-Commerce Product Page Optimization

Your online store’s product pages are a critical juncture for conversion optimization. They’re an opportunity to convert the visitor on that product, but on others, as well.

Convince and convert with product page optimization

Image: Aeropostale

Optimize product listing videos and images.

High quality images and video can be extremely compelling in the moment of decision-making. They can demonstrate a product’s different uses, answer questions about quality and more. Optimizing these rich media elements means ensuring good quality for visitors, but also making them accessible to search engines, as well.

Use descriptive alt text to tell users what the image is in case it doesn’t render, and to tell search engines about the product. For example, “garden hose” could be used as an image’s alt text, but “18-foot durable vinyl-reinforced retractable garden hose in green” gives both visitors and search engines a far better idea of what the product actually is.

Create a sense of urgency with pricing strategy.

By showing a limited number of items in stock or a limited time sale, you can create a sense of urgency to purchase now versus waiting to make a decision. You can also use comparative pricing or show markdowns to tap into the fear of missing out, a powerful motivator in e-commerce. No one wants to miss out on a deal!

Optimize for e-commerce conversion by creating a sense of urgency.


Image: KitchenStuffPlus

In the above example, you can see the retailer is using comparative pricing with “Save $3.01” to motivate visitors to convert. They’re also offering free shipping on orders over $75 to help increase average order value.

Be specific and optimize product descriptions.

Optimize your product pages with compelling descriptions using keywords and phrases people will actually use to find products like yours. You want your descriptions to appear in site search and search engine results.

Overcome objections with real-time offers.

Use personalization to overcome specific objections. For example, you could set up a campaign to offer free shipping to buyers, with their state or province actually listed in the banner:


Or, you could offer a coupon to a buyer whose behavior indicates they may be hesitant on price:

Offer a free coupon to motivate e-commerce buyers

Again, once you set up these campaigns to target specific behaviors with Commerce Sciences, these offers will appear to site visitors who will find them relevant.

Close the Deal with Checkout Optimization

Of course, all of your e-commerce optimizations are for naught if your visitors get hung up or turned off in the process of checking out.

Shipping Policies

Almost half of all online orders now include shipping; e-commerce retailers have realized that charging for shipping kills conversion. Free shipping is so important to shoppers that in a recent E-Tailing Group survey, 73% of respondents said it was “critical” to them.

Be specific with button text.

Navigation buttons may seem straightforward to you, but are they clear to users? Instead of simply telling a user to go “Back,” avoid confusion or frustration and let them know where they’re going, eg.: “Continue shopping,” or “Back to account registration.”

Costco makes good use of the buttons in their shopping cart – no surprises here!

The online shipping cart is an e-commerce conversion optimization opportunity


Image: Costco

Offer persistent shopping cart.

Persistent shopping carts use cookies to save items in a user’s cart across sessions. This is particularly important today, when people shop from mobile devices and across screens. It enables a shopper to browse around, choose a few items, run out and pick the kids up from swimming lessons, and come back to finish the transaction.

Enhance the user experience with pre-filled forms and information memory.

Don’t make users fill out information twice. Visitors who encounter validation errors should be able to see clearly where they need to make a correction and all other information should stay populated.

Enable account registration with purchase for ease of use in future.

Make account registration an optional part of checkout, to ease future checkouts. If you’re going to do this, though, ask only for information you truly require to keep the form short and simplify password selection.


E-commerce conversion optimization means making your visitor’s shopping experience intuitive and seamless, from site entry to checkout and everywhere in between. Real-time behavior tracking and personalization enables savvy online retailers to adapt to their visitors’ changing needs, state of mind and preferences, in order to convert.

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11 A/B Testing Ideas to Boost Your Ecommerce Conversion Optimization Efforts

We know A/B testing is critical to ecommerce success, but it’s understandably intimidating for smaller retailers. Even though 75% of the internet retailing Top 500 use an A/B testing platform (Econsultancy) and it’s a recognized best practice, it can be difficult to get started.

There are many benefits of A/B testing as part of a comprehensive ecommerce conversion optimization strategy, including:

  • Accurate measurement of performance differences.
  • It’s the best way to determine what is and is not working.
  • A/B testing helps you decide how, when, and where to spend your budget.

I know you’ve heard it before, but e-commerce marketers need to live by the mantra of “always be testing.” If you’re wondering where to begin, here are 11 ecommerce conversion optimization testing ideas to try out:

1. Use heat map software as part of your A/B testing strategy.

Heatmap software for A/B Testing

This software (think Crazy Egg, among others), can give you a clearer understanding of how visitors engage with your website. This can be especially helpful if you’re testing ways of flowing visitors through your shopping cart, for example.

2. Run a survey with current customers.

What better way to get firsthand feedback than to speak with people who purchased from you in the past? Ask for their opinion on two (or more) ideas. This will give you a better understanding of which is preferred.

3. Use Google Analytics.

This may not be the only analytics application available to webmasters, but it is one of the most popular. You can use the data to your advantage when A/B testing.

4. Experiment with A/B testing your color schemes.

Did you know that color can affect conversion? Experiment with a variety of different colors, each time testing to see which shade generates the best results.

5. Make changes to your layout for ecommerce conversion optimization.

Update website layout for optimization

It’s easy to get stuck in your ways. While you may not want to tear down and rebuild your entire site, making subtle layout changes based on your test results can go a long way in helping you better understand what your visitors are looking for.

Sometimes all that’s needed is breaking down of perceived roadblocks on the path to conversion.

6. A/B test a variety of images and video.

Images (and video) can have a huge impact on your conversion rates. Test a page with no images and video against one with a single image, multiple images, an image and video, etc. Once the test is complete, you will know how to use this form of media moving forward.

7. Run A/B tests on small changes.

Sometimes it is the smallest changes that yield the biggest results. For example, changing the color of a headline may have a bigger impact than redesigning the entire layout. Start with small changes and then build out from there.

8. Experiment with a variety of ecommerce content.

Experiment with ecommerce content for CRO benefits

No matter what you are selling, visitors will typically read your content before making a buying decision. Experiment with different product descriptions. Is shorter better? Will more details improve your conversion rate? You won’t know the answer until you test different types of content.

Major ecommerce retailers like Amazon test to determine which optimizations have maximum CRO impact and you should, too.

9. A/B test your shopping cart flow.

What changes can you make to your shopping cart flow to improve the customer experience? You may be able to eliminate a step, for example, that speeds up the process. Test a variety of checkout processes to determine which one decreases abandonment (which remains a major problem for many online retailers).

10. Incorporate social proof for ecommerce conversion optimization.

Are visitors more willing to convert when you use social proof, such as a written or video testimonial? Online shoppers often feel better about making a purchase when they realize others have done the same.

11. Optimize the flow throughout your site.

More is not always better when selling online. Test your current design against a minimalist approach. Cutting back on clutter could boost your conversion rate.

A/B testing is not something you do today and forget about tomorrow. You should “always be testing” in some way, shape, or form. While doing so, be sure to avoid these 6 A/B testing pitfalls that can lead you astray.

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8 Tips for Mobile Customer Service Usability

When it comes to mobile commerce, the effort typically goes into getting mobile websites and apps live and mastering responsive design, and obsessing over home page, product page, category, search, menu navigation and mobile checkout usability.

But mobile customer service is too important to overlook considering 63% of US adults use mobile to access customer support several times each month, and 90% have had poor experiences.

How can you shore up your #mcustomerservice? Read on.

1. Make service content and tools accessible on mobile

I shouldn’t have to point this out, but believe it or not, I’ve encountered mobile shops with NO way to access customer service from the mobile version of the site. For responsive sites, ensure your customer service and self-serve tools are also mobile friendly (e.g telecom menus).

2. Ensure your service pages are mobile friendly

Ensure responsive or adaptive layouts are not only designed for your home, category, search and product pages, but accommodate all site content.


Make sure you test for the most popular devices and models so the above doesn’t happen.

3. Don’t bury your links

Web users scan menus for trigger words. In this case, “Customer Service,” “Customer Care,” “Help” or even “Contact Us.”

Of the sites I tested, many buried their customer service links in over-populated menu lists. Here are just 2 examples:



Side-note: If you choose light-on-dark design, avoid gray type and opt for white. The example above may be impossible to read for users in low-lighting or with vision problems.

Side-note 2: Between ALLCAPS and Mixed Case, opt for Mixed Case, it’s easier to read/comprehend, especially on mobile devices. And web usability is all about reducing cognitive load.

4. Make room

Ensure there is enough space between tappable targets such as links, menu buttons, etc. According to Baymard Institute, your minimum hit area should be 7×7 pixels between link targets.

Kmart does a nice job:


5. Consider making service a pinned menu option

Guess’ mobile site has a native app-like bottom-anchored menu, which stays put as the user scrolls through content. This is well-optimized for hand-held use, and the Service link is most easily accessed by thumb.


6. Show your digits

Mobile operating systems support click-to-call directly from text, email, paid search ads and websites. Don’t force the customer to email you. Ensure your telephone number is easily accessible wherever a customer may seek support – from navigation menus to product pages, FAQ and Help content, and of course – checkout.

I’ve found several examples of this done poorly, for instance:


It’s a good idea to style your phone numbers the same as any link, including underline, as not all mobile users understand they can just click to call directly.


7. Support Live Chat

42% of consumers have used live chat on mobile, but most ecommerce sites don’t offer it.

Kudos to Karmaloop for offering the feature, but a step-up would be to include the link from this section, rather than forcing the customer to scroll to the top navigation menu.


Let customers know what hours live chat is available, including time zone. (Even better, use geoIP to serve the correct help version with the user’s correct time zone).


And avoid calling your telephone option “a live chat.”


8. Connect the dots

To understand your omnichannel customer service performance, you may wish to identify mobile users that call your service center. Cabela’s does this by issuing support IDs.


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7 Ultimate Design Tools For Creating Infographics

Are you a small business owner who wishes to promote products or services by using infographics? Infographics will help your viewers grasp your business data quickly.Your viewers may also share your infographics on varied social platforms. But a majority of small businesses cannot afford expensive fees of professional infographic designers.

Still, they can benefit from the web-based design tools that allow for easy crafting of infographics. These tools do not require any skills from the users. Just use the templates or drag and drop the selected shapes to customize your infographic theme.

Here is a list of the infographics design tools that everyone can use easily.


Giffy is a useful site for the business owners who wish to create infographics every time without mastering the skills. You can create professional diagrams quickly without intuitive interface. It is surely a great site to create flowcharts, UML diagrams, wireframes, network diagrams, Org charts, technical drawings and sitemaps.

You can start creating infographics as you just drag and drop shapes from the site’s library.


This is another handy online site that helps you in creating infographics quickly. All you need to do is to enter your business data and information. It will then create images that you can edit and post through social media share buttons. The site’s about us page says, ‘ is an easy app for creating infographics on the web. You can build real-time, interactive, beautiful, shareable, embeddable and downloadable infographics using more than 30 chart types, text objects, videos, images and maps.’’



Piktochart allows you to create theme based infographics in quick time. As a first step, preview and pick themes from the site’s gallery. There are over 100 categorized themes. Then, you can customize your infographics by use of the editing tools. The site has over 1000 images that you can use for your infographics. You can share your infographics with the world at the site.



You may be in need of some symbolic images that match with what you are saying in your infographics. This site has a collection of hundreds of symbols that express a given thought. As you enter your search topic, the site returns with different results of images. You have thus many choices to make from the images and fit them into the right places of your infographics design.


Vennage(source  Vennage)

This online site is also a great help to the small businesses when they wish to create effective infographics to convey their message. You can choose a theme and work on it by incorporating your images etc to illustrate the data. The site has themes on varied topics. You can create and animate and publish the data.


This is another site where you can easily create simple charts. You are required to fill some information regarding that you want to seen in the chart. Once the information is available, the site gives you the chart with a choice of your formatting. You can also choose the colors for the infographics.


This site makes infographic design a lot easy. You need to drag a theme out of many given on the site to your document. There are many figures that you can drag on the documents in the process of creating a design. This free –web-based tool helps you in creating the design by choosing one of the infographics templates. You can then customize them by dragging various other symbols and images from the site’s library. There are charts, text, shapes, backgrounds and many more to choose from while designing your infographics.

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7 Best Photo Editing Software for Your Budget and Needs

We expect graphic designers to know and use Photoshop well but it is important to know that Photoshop is not the only photo editor available for designers. In fact, there are dozens of efficient alternatives to Photoshop.

Here, we give you a list of some of the best photo editing software that you can get free of cost or buy applications for online or offline use.

1. Photoshop CC
Photoshop CC - Photo Editing SoftwarePlatform: Windows/Mac
Price: From $29.99/£17.58 per month

There is no doubt that Photoshop CC is the best among the lot. It is a hugely impressive photo editing application. But it comes with a high cost for the users. The software is available solely via the Creative Cloud subscription service. It is loaded with too many useful features including editable rounded rectangle, better 3D tools, CSS from layers, color import from web files, improved type styles, intelligent upsampling, save to clouds, smart sharpen and many more.

2. Serif PhotoPlus X6

PhotoPlus_X6- Photoshop CC - Photo Editing SoftwarePlatform: Windows 8, 7, Vista, XP
Price: $89.99/£71.48

This software tries to replicate the tools from Photoshop for different PCs. While Photoshop CC is useful for Windows and Mac, you can use Serif PhotoPlus X6 with Windows 8, 7, Vista and XP. An advantage for the users is that the tool is available at lower price. Quality of the design will depend on the efficiency of the designer.

3. Photoshop Touch
Photoshop Touch- Photoshop CC - Photo Editing SoftwarePlatform: iOS, Android
Price: $4.99/£2.99 (mobile); $9.99/£6.99 (tablet)

Photoshop Touch is another addition to the growing Photoshop family. This software can be used for Apple and Android smartphones. It carries features of Adobe’s desktop app. The designers can delightfully access features such as layers and adjustments for smartphones. You can use 29 fonts to add text to your photos.

4. Pixlr
Pixlr-  Photo Editing SoftwarePlatform: iOS, Android
Price: Free

Pixlr has more than 600 effects, overlays and borders. It claims to be “the most popular online photo editor in the world.” For those who are addicted to Photoshop, Pixlr’s interface would prove to be an easy alternative.

5. Acorn
Acorn- Photo Editing SoftwarePlatform: Mac
Price: $49.99/£34.99

Acorn is an affordable image editing software that both the hobbyists and artists can rely on for quality work. The software allows you access to features such as blending modes, curves and levels, layer styles, non-destructive filters, curves and levels and much more. Its latest version Acorn 4 comes with faster speed and an enhanced UI.

6. Aperture
Aperture- Photo Editing SoftwarePlatform: Mac
Price: $79.99/£54.99

For photographers with a small budget, Aperture is an excellent replacement for costly software. The software has most of the features available with Adobe’s image editing software. But the software lacks in features such as 3D, web and animation, implying that it is useful only to average photographers. You can refine images with adjustment and enhancement tools.

7. Sumopaint

Sumo Paint- Photo Editing Software

Platform: Web browser
Price: Free for basic online version, $19 for offline app

Sumopaint is an efficient browser-based image editor with the features from a desktop tool. You can have a free online version or buy it for offline use. But you have to install Adobe Flash Player to use this tool. A wide range of tools including pencils, shapes, text, brushes, gradients etc are available with this software. But the software lacks color models and the editor is limited to use of RGB only.

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Top 5 Common Mistakes in Website Design

The Internet swarms with millions of different websites. And thousands are created, every hour! With so many useful resources freely available online, building a website is no longer a daunting task for a designer. But the real challenge lies in making the website useful enough for users. More often than not, website designers forget about the practicality aspect in a bid to make their websites more creative. In this blog, we would highlight 5 common web design mistakes that web developers and designers make when they give ingenuity priority over usefulness.

  • 1. Missing or Misplaced ‘Search Box’

Most websites are like huge wardrobes of vital information. Be it a business website or a personal blog, it is essential to integrate a ‘Search Box’. Most often than not, visitor search for specific information on the website and with a search box in place, visitors are able to easily get the information they want. In addition, it makes sense to get a search function right on the home page of your website to make it easy for visitors to search your site in an efficient manner. Remember, a missing or misplaced ‘Search Box’ feature on your website may play down its popularity and usability.




  • Incorrect Font Selection

This is perhaps one of the most critical errors that most web designers tend to overlook in the process of creating a good interface design. In fact, some designers use unconventional font styles and sizes that eventually make it difficult for the visitors to read the website text effortlessly. Fortunately, by simply ensuring a proper font size and format conforming to your design aesthetics, you can make your website communicate well with your readers. In addition, it also makes sense to use font styles and sizes that complements your website’s overall content placement.




  1. Incoherent Interface Design

Unarguably, it the interface design of a website that drives visitors to it. In fact, how consistent the interface design of a website is what makes it a success or failure. It is often noticed that many designers create different designs for every web page in a website. This incoherence annoys the visitors compelling them not to revisit the page again. Therefore, it makes sense to ensure consistency in the overall look and feel of the website so that your users can relate to it.




  • 4. Concealed Behind-the-Curtains Contact Details

Ideally, contact information should be placed on the header or footer of every web page.  However, many web designers do not pay heed to this and create a contact page which is not easily locatable. This annoys the visitors and seriously affects the credibility and popularity of a company and diverts the users away from them. Therefore, it is important to embed content details right on the home page to build trust and credibility amongst the online visitors.



  1. Too Many Images

Too many images on a website make it look rather uninteresting. Though images are important on a website, the overly use of images may distract and eventually turn off the visitors. In addition, users do not usually appreciate much usage of heavy images on a web page as it increases the loading time of the website. Remember, images are a medium to illustrate various services, features and products. Therefore, it is sensible to use images only to offer apt guidance and information to the users or online visitors.



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