Tips to Improve Your Online Conversion Rate

4. Purchase (i.e., shopping cart page): Much like your product detail pages, you need to have all the information customers are looking for (e.g., coupon information, taxes and shipping fees) on the checkout page to help them complete their transaction. Garnet Hill uses pop-up messages on the checkout page to help upsell customers. In fact, the retailer is hoping to drive certain customers — those whose total purchase amount won't produce a positive margin when paired with a free shipping offer — back into its website, essentially halting the checkout process. This unorthodox strategy has proven effective at driving up the brand's average order value (AOV), however.