8 optimisation tactics of successful e-commerce websites

Successful e-commerce websites adopt a number of different tactics to maximise the revenue from website visitors. These are are often related to clarity of messaging, ease of search, showcasing of the products and cross-selling where appropriate.

Here are 8 useful tactics that you could consider to improve your website:

1. Visible unique value proposition

AO.com shows its unique value proposition elements in the website header so it’s visible on every page the visitor sees.


2. Uncluttered home page

John Lewis’ home page is shorter and uncluttered, focused on solving visitors’ main use cases and navigation.

John Lewis

3. Showing product in context

New Look’s product page adheres to many best practices, notably images that show the product in context (on mannequin vs. flat) and live zoom.

new look


4. Clear and usable filtered navigation

Wiggle’s filtered nav is appropriate to the ways customers want to shop. It’s easy for visitors to filter by common attributes, including brand search and icons at the top. And filters appropriately vary by category.



5. Bold call-to-action

GlassesUSA uses an incentive popup to offer first time visitors a coupon in exchange for an email opt-in.

Glasses USA

6. Cart cross-sell

Cross-selling on product pages could hurt your conversion rates, but after the add-to-cart, showing cross-sells appropriately can give a customer reason to keep building the basket. Northern Tool’s suggestions are relevant (top accessories), without being too salesy (with clear add-to-cart calls to action).

cart upsell

7. Storytelling, editorial and blogging

Yellowleafhammocks uses its About page to tell a story and build a strong relationship with visitors.

tell a story

8. Triggered email

Proflowers’ is a strong example of a shopping cart abandonment email, showing a discount and a small set of alternative recommendations.


See the original article here: 8 Tactics of High Converting Ecommerce Sites