E-commerce: Seven Straightforward Tips to Improve Web Conversion

Schueler stressed the importance of not requiring registration, but rather, selling it as a benefit. Let customers know the perks associated with providing their information, such as advanced notice of sales or special discounts, he said.

2. Use enhanced product imaging to drive conversion. “Online shoppers want all the functionality they can get to help them see, touch and feel an item before they purchase it,” Schueler noted. The abilities to zoom in or rotate a product image are examples of enhanced imaging. Schueler cited one online retailer with the following results: Forty-six percent of people who converted on the site used enhanced imaging, while just 19 percent of non-converters used enhanced imaging.