eCOMMERCE CONVERSION CHECKLIST

DIY Tips You Can Implement Today That Will Increase Conversions
We can assist you:
 Focus on building your business
 Get an immediate exposure boost
 Generate leads to convert into business
Increasing your online stores revenue
using the science of visitor behaviour
Nor one nor the other in isolation will produce the results you’re after

User experience, Homepage, Accessibility, Navigation, Search, Links, Layout, Process, Forms
and Content.
 Personalized features. Currency, language, country specific deals, taxes, or delivery options
are changed based on user's location. IP-based geo-location is not enabled without user's
permission.
 Registering provides value to users. For example a "Free Trial" button communicates a clear
benefit, but a "Register" button doesn't. Unnecessary registration is avoided.
 Transparent pricing. Prices are clearly displayed. There are no hidden costs or surprises in the
terms. E.g. adding Free Shipping is great.
 Pages don't refresh automatically. Users can get confused if new content is uploaded
suddenly, for example on news websites. Sample content. For example there is a sample
newsletter next to a newsletter sign up form.
 Website is credible. Credible references, credentials, contact information, location, and images
of real people are displayed on the website. Also, the website is professionally designed and
up-to-date.
 Uncluttered product and service information. Information is scannable and images can be
enlarged or zoomed in on for more detailed viewing.
 Clear call for action. Users know what to do next and why it benefits them. They understand
the value proposition and purpose of your site.
 First impression. The homepage creates a positive first impression and supports conversion.
 Logged in user's name is displayed on the site. e.g. "Hello, Charles", not "Hello, Sir".
 Major changes to the site are announced on the homepage. For example changes in delivery
policy or website downtimes.
 Company location and contact information is easily accessible from the homepage.
 There is a privacy policy, in case the site gathers information about users.
 Images and videos are relevant and meaningful. No unrelated stock photos of models. There
are high-quality screenshots, videos or photos of the products and services. Audio or video
doesn't start automatically, unless user expects it.
 URL redirection. Site URL works with or without www. For example "www.userium.com" and
"userium.com". Check e.g. Redirect one URL to another.
 Alt attributes are provided for non-text elements, such as images and maps. Captions and
transcriptions are used for audio and video.
 Colour alone is not used to convey information.
 Content is readable without a style sheet. Check e.g.: http://achecker.ca/checker/index.php
 Accessible navigation. Site can be navigated with a keyboard, without using a mouse.
Browser's keyboard shortcuts aren't overridden.
 Links, buttons and checkboxes are easily clickable, for example a user can select a checkbox
by clicking the text, not just the checkbox.

 Important links aren't placed in moving features, for example auto-rotating carousels and
accordions.
 Alphabetical A-Z sorting is avoided. It is used only when there are no better alternatives, such
as grouping items into descriptive, related groups.
 Users know where they are on the site. For example with the use of breadcrumbs. Also, there
is a site map on large sites.
 Navigation is consistent on every page.
 Links are descriptive. There are no "click here" links.
 There is a site description in the window title, which is easily understandable as a bookmark.
 Site's URL is memorable.
 There is a search bar, in case of a large website.
 Search is available on every page, not just the homepage.
 Search box is wide enough, so that users can see what they've typed.
 Search is a form where users can type search words immediately, not a link.
 Important commands are displayed as buttons, not links. For example "Buy" or "Pay" is a
button, not a link.
 Links don't open a new browser tab or window, unless it is e.g. a .pdf file.
 Links are easily recognizable. They look clickable. Items that aren't links don't look clickable,
for example underlining text is avoided.
 Colour of visited links different than unvisited.
 There are no broken links. Check with e.g. W3 Link Checker.
 Important content is displayed first.
 Site is responsive. Works with different screen sizes. There is no horizontal scrolling.
 Related information is grouped together clearly.
 There are a minimum amount of pop-up windows.
 Consistency. Page layouts are consistent across the whole website.
 Pages aren't cluttered. There is enough white space to support scanning.
 Issue tracking. Usability and user experience issues are tracked in an issue tracker.
 User testing. Testing with target users is done at different stages of the project. People who
weren't involved in developing the site conduct testing.
 Prioritizing. Changes are prioritized based on their importance. Goals, timetable, budget and
other limitations of the project are also taken into consideration. Check e.g. Maya's usability
guidelines.
 Impact analysis of changes. Changes might become expensive and time consuming if they
propagate to impact other parts of the product, people or process. Therefore it is important to
analyse the impact of changes before doing anything.
 ROI of changes. Website is evaluated before and after making changes.

 Simplicity. Only absolutely necessary questions are asked in forms.
 Long dropdown menus are avoided. Instead users can input text, which is validated on the
backend. Also, long dropdown menus are error prone to users scrolling with the mouse.
 Inputting data is flexible, e.g. with phone numbers and credit card numbers.
 Fields are labelled with common terms, e.g. Name, Address (supports auto fill).
 Form submission is confirmed on e.g. a confirmation page.
 Error messages are shown next to the input field, not just on top of the page.
 Contrast. There is adequate contrast between the text and background. Check with
e.g. www.checkmycolours.com
 Content is scannable. There are short paragraphs, descriptive headings, lists and images. Visual
content is used when appropriate, instead of large amounts of text.
 Content is written with common language that users easily understand. Check with
e.g.: www.read-able.com/
 Contact and company information is clearly displayed. Clicking the contact link doesn't
automatically open a mail application.
 Content is useful and up-to-date, providing answers to the most common questions asked by
users. There are no long instructions or "welcome to our website" text.
 Use of uppercase letters in prose text is avoided. Uppercase is used only for formatting.

eCOMMERCE CONVERSION CHECKLIST

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