Conversion Rate Optimization Checklist: Boost Your Website Profit With 42 Simple Questions

Brian Bojan Dordevic
About The Author

Brian Decoded

President at Alpha Efficiency

Join me at the forefront of web design and digital marketing innovation. I am obsessed with web design, business philosophy and marketing performance.
I write Conversion Insider newsletter.

Do you find conversion rate optimization to be way too complex, with all its moving parts? I used to worry before every project that my team and I might miss some crucial step, which would lead to lower conversion rates than expected.

Maximizing conversions is challenging without a clear conversion rate optimization checklist. And it’s not just the nagging fear of overlooking something crucial that can weigh on your mind. There’s also the challenge of ensuring seamless collaboration between your content, design, and tech teams. Without a holistic view of the conversion process, communication gaps can emerge, leading to less-than-optimal results.

To address this, I’ve developed a 42-step conversion rate optimization checklist.  After my digital marketing agency started using it for all projects, we’ve seen a significant increase in conversion rates on client websites. The clients’ positive feedback has given me enough confidence to share this conversion optimization checklist with you.

By using this checklist, you can systematically tackle every component of CRO. It consists of 42 questions organized in different categories to help you easily track your progress and ensure nothing flies under the radar. Moreover, this checklist offers a consistent framework to communicate and collaborate with your team members during your conversion optimization efforts.

Table of Contents:
Conversion rate optimization checklist

What Is a CRO?

Upon arriving on your website, visitors usually have a goal in mind that they want to complete. They might want to purchase a product, sign up for a newsletter, or perhaps download that insightful eBook you’ve been promoting.

Yet, if your website isn’t strategically crafted to guide them, people can easily get sidetracked by numerous distractions. They’ll leave without completing the desired action. And if this continues over and over again with new visitors, your business is in some serious trouble.

But even if you find yourself wondering, “Why is my conversion rate so low?” not all hopes are lost. Website conversion rate optimization (CRO) can probably fix things in your favor.

At its core, CRO is the process of making changes to your website in order to make it easier for website visitors to convert. It’s all about ensuring a smoother, more intuitive journey for your potential customers, thereby optimizing your website conversion rate.  This could mean something as simple as tweaking your call to action to better resonate with your target audience. But sometimes, CRO might also require a complete overhaul of your content, design, and even website code.

But don’t assume you should wait for low conversion numbers before considering CRO. Proactively aiming to boost conversions is always a wise move. By doing so, you not only elevate your website’s efficiency but also align it with the latest UI/UX design trends. Conversion optimization tactics can help you keep your website relevant and increase its lifespan.

Why Everyone Should Use A Conversion Rate Optimization Checklist

Chatting with fellow marketers, I’ve noticed a common challenge. Many feel lost when trying to boost conversions on their sites. And it makes sense. There’s a lot to think about when working on website conversions.

It’s not just about writing quality content. You also need to make sure your site looks good, is easy to navigate, and that checking out or signing up is simple. And each part, like your content, has its own set of things to watch out for. For example, are your headlines catchy? Is your body text clear and easy to read? Have you addressed the main concerns of your visitors?

Without a conversion rate optimization checklist, this process can quickly become a mess.

But once you start using a checklist, you’ll have all the burning questions outlined and organized so you and your team can easily follow. You can then start implementing your conversion rate optimization strategies one by one without ever getting lost. Me and my team have worked on over 500 websites so far, and we’re still using various checklists to ensure premium quality for clients. I highly advise you to do the same.

The Ultimate Conversion Rate Optimization Checklist For 2023

While 42 questions might seem like a lot, going through all of them will help you maximize the potential of your website. To make it easier for you to follow, I’ve decided to split this conversion rate optimization checklist into four sections. Let’s start:

Website content conversion rate optimization

Website Content Checklist: Optimizing Your Copy and Visuals For Conversions

High-quality content can make all the difference when it comes to your average conversion rates. You can nail the aesthetics, but if your visitors can’t relate to the written words on your site, you’ll likely struggle to drive important metrics up.

But content doesn’t only involve written words – it involves all the other elements that add to storytelling. Videos, images, infographics… You must tie it all together to create an enjoyable experience for site visitors. Here is a content audit checklist that can help you with that.:

1. Are Your Headlines Catchy?

Headlines are the first thing visitors see upon arriving on any of your pages. It sets the tone and expectations for the rest of your text.

But a good headline will also attract more organic traffic by making your pages stand out from the rest on search engine results pages. That’s why I insist to my writers that they should invest extra time in polishing headlines.

While there’s no exact formula for how to make a headline more compelling, there are many things you can do to make a headline more compelling.  Include some benefits, implement numbers, try to open a curiosity gap… Once you put yourself in the visitor’s shoes and start experimenting with various techniques, writing better headlines soon becomes second nature.

2. Can Visitors Quickly Identify Your Unique Selling Proposition?

What sets you apart from the competition? If visitors can’t pinpoint that within moments of landing on your page, you might be missing out.

You don’t have to dedicate a whole page to explaining your unique selling point. One or two sentences are enough. But try to reinforce your USPs across your website to help visitors establish a connection between your brand and key benefits.

Your USP can be anything that sets you apart. Maybe you’re the only one in your niche using eco-friendly materials, or perhaps you offer free, fast shipping when no one else does. Think about every factor that makes you different, and put it all on paper. That’s a good starting point for crafting powerful USPs.

3. Is There A Messaging Gap Between Your Ads and Copy?

Running a PPC campaign? A crucial thing to check is the consistency between your ad copy and your PPC landing page design.

Let’s use an example to quickly explain what this means:

Imagine you come across an ad showcasing a pair of sleek white sneakers with the tagline, “Step into the future with our pristine white kicks!” Intrigued by the minimalist design and the promise of a perfect summer shoe, you decide to click through. But to your surprise, you’re redirected to a page displaying a range of black sneakers. While both might be fashionable, the inconsistency disrupts your buying intention.

But even if the differences aren’t this stark, inconsistencies can still be frustrating. Maybe the ad promised a 20% off sale, but the landing page reveals the sale ended yesterday. Such discrepancies not only disrupt the user’s buying journey but also erode trust.

Moreover, since visitors typically glance at the headline first, ensure it mirrors your ad’s main message or keyword. A high level of matching is essential when aiming to increase conversion rate.

4. Do You Tackle All Pain Points Visitors Might Have?

Every visitor landing on your website has a unique need or problem they’re trying to address. They’re often silently asking, “How can this site help me?”

While your product or service might be the perfect answer, it’s often not that simple for the visitor. They may have reservations, concerns, or questions preventing them from taking that final step. It’s not enough to just showcase your offering; you need to directly address these concerns.

Using pain points effectively can also serve as a powerful tool to emphasize the value your product or service brings. By understanding and highlighting how you alleviate these pain points, you connect more deeply with your visitors.

So, jot down every conceivable hesitation or obstacle a visitor might face on their journey and work on strategies to eliminate each one. The smoother their journey, the higher your conversions will be.

5. Is Your Content Easy To Read?

Content readability is another factor you must pay attention to.

Walls of text and long sentences can scare visitors away. You can try using one-sentence paragraphs to break up your copy.

And if possible, including bullet points is another excellent way to retain attention.

Another thing I like to do when editing content is to eliminate ‘big words.’ These are words that can be difficult to read as they’re not often used in everyday speech. The great thing is that ‘big words’ usually have simple alternatives.

Start by reading your content piece out loud. Whenever you stumble or feel like you’re losing attention, try to identify the problem and fix it. You should then give it to one of your colleagues and see if they have a problem with maintaining the reading flow.

6. Do You Have Informative Content On Your Website Too?

Educating visitors instead of going for a hard sell is vital, especially if they’re still at the beginning of their buying journey. Informative content helps you build trust with potential customers and become their number-one choice when they decide to take the next step.

And there’s something you can do to generate leads directly with your informative content…

A blog presents an excellent opportunity for conversion rate optimization. By creating helpful articles and including CTA buttons that call readers to learn more about the topic or download valuable resources just by leaving their email addresses. This strategy for generating leads can get you a steady stream of contact data for your email campaigns.

7. Do Your Visuals Complement the Text?

Do your images and videos add value to the written content and help the reader better understand the topic?

Using images and videos is a great way to improve readability, as they help break up walls of text. However, each image you implement should be closely related to the text. Unrelated visuals might confuse visitors and cause unnecessary distraction.

8. Are Your CTAs Action-Driven?

You must ensure your calls to action clearly communicate what users can expect upon clicking on the button. Instead of generic “Click here,” it’s always better to use “Get Your eBook Here.”

Remember, the more direct and action-oriented your CTA is, the more effective it’ll be in driving conversions. Make sure every CTA button or link on your site encourages users to take a clear and specific action.

9. Does Your Content Match User’s Search Intent?

When visitors land on your website, it’s usually a result of a specific query they’ve typed into a search engine. But what happens if they arrive and your content doesn’t align with what they were searching for? They’ll likely leave, feeling frustrated and unsatisfied.

Understanding and aligning with user search intent is crucial. If someone searches for “how to fix a leaky faucet” and ends up on a page promoting plumbing services without any DIY guidance, there’s a mismatch. While promoting services isn’t wrong, the content should first address the direct query and then subtly offer direct help.

To ensure alignment, regularly review your website’s analytics. Identify the keywords and phrases driving traffic to your pages. Then, audit the content of those pages to ensure it provides the information those searchers are genuinely seeking. By consistently matching search intent, you’ll not only improve user satisfaction but also boost your site’s SEO performance.

10. Do You Provide Contact Information?

Every day we see more false websites and businesses growing on the internet. Due to that, users are more suspicious and guarded when doing business online. There are a few things users will look for on your website to guarantee your business is legitimate; one of those things is contact information. 

Including contact details will help you build trust and ensure you have a good reputation with your customers. Which contact information should you include on your website? The best approach is to add as many options as possible so clients have different ways of getting in touch with you. I recommend you include a phone number, email address, social media, and business location.

Web design conversions

CRO Checklist For Web Design: Ensuring Your Website Looks Beautiful And Is High-Performing

Applying conversion rate optimization best practices is critical when you start working on your website design. I’ve created a separate website design checklist that will take you through the whole process, starting from scratch.

But what if you already have a website up and running, and you’re not satisfied with the average conversion rates? Knowing which design elements to pay special attention to can save you a lot of time. Here’s a checklist that will streamline your conversion optimization efforts and allow you to focus on factors that have the most significant impact on visitors’ decisions:

11. Is Your Website Mobile-Friendly?

The first thing to check with your web design is how user-friendly it is on mobile devices.

Grab your smartphone and perform various actions you’d want your visitors to perform. For example:

  • Try reading the copy.
    • Is the font large enough so that you can read without zooming in or getting eye strain?
  • Try clicking on the CTA button.
    • Can you perform this action while holding your phone with one hand?
    • Did you accidentally missclick another button?
  • Try to fill out the form.
    • Were you able to complete it without much manual typing?
    • Does the form layout adapt to your mobile screen so that everything looks clean?

Statistics suggest that 60% of people wouldn’t recommend a business if their website is not mobile-friendly. So, continue the process and try to identify all the factors that ruin the user experience for mobile users.

12. Do Your Pages Load Fast?

The pace of our lives is speeding up, and so should your web pages.

Many internet users find slow-loading websites frustrating. If the page doesn’t load within 3 seconds, I either think my connection is broken or that the website is down. Try not to put your potential customers in such a situation if you want them to convert.

PageSpeed Insights is a great place to check how fast your pages actually load. This Google’s tool will also give you some helpful advice for improving page speed. I use it daily for my Chicago web design agency. You just need to enter the URL of a page you want to test, and PageSpeed Insights will analyze its speed for mobile and desktop devices. So, make sure to include it in your website conversion rate optimization toolkit. Fast pages make the conversion process smooth.

13. Is Your Website Easy To Navigate?

Does your navigation structure follow patterns that are familiar to visitors? Are your navigation items clearly labeled so that people know where each link is leading before even clicking on it?

While experimenting with some unique navigation schemes can be beneficial in specific cases, pushing too far with fresh ideas can decrease your conversion rates. It’s best to keep your navigation simple and follow common patterns people already got used to.

If you’re unsure whether users find navigating your website easy, I recommend using UX research software that allows live session recordings. This will help you identify roadblocks more easily and implement adequate conversion optimization tactics.

14. Did You Optimize Your Website Footer?

The website footer is an excellent place to include links to your most important pages without cluttering the main navigation bar. On our website, we have quick links leading to our main pages, social media profiles, portfolios, and service pages.

The footer navigation can also help visitors get back on track if they ever get lost. Think of it as a chance to expand on your main navigation, so don’t include the exact same links on both.

15. Is There Enough White Space Within Your Design?

Placing too many design elements, while it may seem tempting sometimes, can hurt your conversions. You must ensure there’s enough empty space between your CTA buttons, text copy, margins, images, navigation, and other elements.

Once you let your design “breathe,” you might notice an increase in conversion rates. Here are some of the reasons why white space works well for CRO:

  • It improves readability
  • It allows users to spot the most important elements more easily
  • It establishes a visual hierarchy and guides visitors through the page
  • It can look elegant and add a sense of sophistication

Remember, white space is not a wasted space. Sometimes, leaving out elements is a smarter choice than overwhelming visitors.

16. Does Your Color Scheme Evoke The Desired Emotions?

Did you know that each color can evoke specific emotions? When assessing your website’s color scheme, it’s essential to consider the emotions you’re hoping to evoke in your visitors.

While interpretations of color can vary slightly based on cultural and personal experiences, some general principles in color psychology are widely recognized in the web design world:

  • Red: This color can create a sense of urgency, which is why it’s often used for sale signs. You can use it to highlight limited-time offers on your website. But red can also make us get hungry faster (primal instincts probably play their role here) – so if you’re selling food products, basing your color scheme around red as the primary color can help improve conversions.
  • Blue: Often associated with trust and dependability. It’s no wonder that many banks and financial institutions opt for blue in their branding. For services that require extra trust, a blue palette can be reassuring.
  • Green: Symbolizes growth, freshness, and often, eco-friendliness. It’s perfect for sites promoting natural products, health, or environmental causes. Plus, it’s often used to indicate a positive action, like ‘proceed’ or ‘yes’.
  • Yellow: Represents optimism and happiness. However, when overused, it can be straining on the eyes, so it’s typically used for highlights rather than primary design elements.
  • Purple: Conjures feelings of luxury, royalty, and sometimes even mystery. Brands that aim for a luxurious or exclusive image might lean on purple tones.
  • Orange: Vibrant and energetic, orange often represents enthusiasm and creativity. It can be a great attention grabber and is often used for CTAs, but it should be used carefully to avoid overwhelming the eye.

Of course, your brand colors will play a critical role in deciding the color scheme for your web design. But hopefully, these general guidelines helped you understand how you can experiment with different colors during your conversion optimization strategy.

17. Did You Choose The Right Type Of Layout Grids For Your Pages?

Layout grids are foundational to web design, ensuring content is arranged in a way that’s visually coherent and navigable. Picking the right grid can transform the look and feel of your site while enhancing user experience.

Here’s a look at some popular grid types and their potential applications:

  • Column Grids: Suitable for text-heavy pages, dividing content vertically.
  • Modular Grids: This creates a matrix of cells, great for complex designs like image galleries.
  • Baseline Grids: Ensures text content is consistently aligned for readability.
  • Symmetric vs. Asymmetric Grids: Symmetric offers a balanced look; Asymmetric provides dynamic, varied layouts.
  • Hierarchical Grids: Custom grids emphasizing content hierarchy.

To determine the right grid for your pages, consider your content type, the volume of content, and the desired user journey. Your grid choice should simplify navigation, enhance visual appeal, and streamline information consumption. Remember, the grid is there to guide and structure, but flexibility is key to matching the specific needs and goals of your content.

18. Do Your CTA Buttons Visually Stand Out?

If your CTA buttons blend into the background, visitors might overlook them.

Using a distinct color that contrasts with the surrounding design will make the CTA button pop. This doesn’t mean choosing a flashy hue but rather one that clearly stands apart from other page elements.

Also, ensure there’s enough white space around it. Your call to action is the most important factor for driving conversions, so it must be clearly visible. All roads should lead to it.

19. Are You Using Custom Visuals Instead Of Stock Photos?

Stock photos can make your site feel generic, potentially diminishing trust and hurting conversions.

Custom visuals, on the other hand, offer a unique, genuine touch, immediately setting your brand apart. These tailor-made images resonate more, showcasing your brand’s essence and character.

Beyond authenticity, custom visuals can be designed to drive user action, directly influencing conversion paths. For instance, you can create a custom image that guides users’ eyes toward a CTA or emphasizes a product’s standout feature.

While stock photos are a quick fix, investing in custom visuals can significantly boost your website’s conversion rates, offering a richer and more engaging user experience.

20. Does Your Homepage Include Links To the Most Important Pages?

Internal links are a common feature among successful websites; they play a crucial role in how visitors explore your site and how search engines see it. You probably are used to including internal links on your blogs, and I already mentioned how you can take advantage of your footer by including more links. But you can’t forget about your homepage. Your business website homepage should always include links to the most important pages. 

Your homepage should include links to the best content on your website, the one that better tells your brand story. That way, once visitors have scanned your homepage and decided they want to learn more, they have easy access to your most valuable pages.

21. Does Your Hero Section Include CTA?

A well-placed CTA in the hero section grabs attention and directs your visitors immediately towards taking a desired action, be it signing up, making a purchase, or learning more about your offerings. Without this prompt, you risk losing a potential conversion right at the entry point.

Moreover, a CTA complements the main message of your hero section. When both elements align, it creates a powerful, cohesive narrative that can drive user engagement and increase conversion rates.

Make sure to explore hero section best practices, as knowing these is essential if you want to boost conversions.

22. Are There Trust Building Elements On Your Homepage?

It’s not a secret that you must build trust with your target audience to secure inbound marketing success. From a simple eBook download to making a purchase, users need to feel confident in your authenticity and credibility.

And this trust-building journey starts with small steps. It begins with page elements that instill trust on both conscious and subconscious levels.

Did you win an award? Does some popular company trust you? Did you get mentioned in some big publications? Putting this on your homepage can immediately show your new visitors they can trust you.

I like to put these elements in the hero section, right below the main CTA button.

As users scroll, show them social proof.  User reviews and testimonials can be crucial factors for an effective conversion rate optimization strategy.

23. Are Product Photos Large Enough?

Product photos are the closest thing to a tactile experience for online shoppers. A clear, high-quality photo can make all the difference between a sale and a missed opportunity.

Are your product photos large enough to offer detailed views? Can users zoom in to examine finer details? Remember, shoppers can’t touch, feel, or try online products. They rely heavily on images to assess quality, texture, and details. And if they’re not 100% sure about the product quality, it will be harder to convert them into customers.

A small or blurry image can raise doubts about product quality and your brand’s professionalism. On the opposite side, large, clear photos can build confidence, reduce uncertainties, and positively impact conversions. Ensure your product photos are ample in size, allowing visitors to inspect and appreciate the product’s intricacies

24. Do You Provide Enough Filters To Visitors So That They Can Find Products Faster?

When visitors can’t quickly locate what they’re looking for, frustration sets in, leading to potential abandonment.

Whether it’s by size, color, brand, price, or any other relevant attribute, filters streamline the search process. Think about it: a user searching for a medium-sized, blue, cotton shirt shouldn’t sift through hundreds of unrelated products. Proper filters guide them directly to their desired item.

However, a user-friendly filtering system not only improves user experience but also speeds up the buying journey. The faster visitors find what they want, the more likely they are to convert.

25. Is There A Slight Sense Of Urgency On Your Product Pages?

Evoking a sense of urgency is one of the conversion rate optimization strategies you can use. Unless you give visitors a strong reason to act fast, they might delay their purchase decision. And delay is the number one enemy for conversion rate optimization. You don’t want potential customers to change their minds.

If you’re working on eCommerce conversion rate optimization, try including a countdown timer on your product pages offering promotions. Such cues remind visitors that time is ticking, and if they truly want the deal or the product, they need to act now.

However, the key is to be genuine and not overdo it. Overused urgency can come off as pushy or insincere, which can deter potential customers.

Forms conversion rate optimization checklist

Conversion Rate Optimization Checklist For Your Forms

Your website forms can make or break your conversion rate success. Whether it’s a sign-up form, landing page form, contact form, or checkout form, how convenient and user-friendly they are will have a direct impact on your business.

What you write on your website forms, where you place them, and how they are designed all play a crucial role in leading users to complete the forms. I created this checklist for online forms so you can easily reach your conversion goals

26. Are Your Forms Easy To Fill On Mobile Devices?

Ensuring mobile-friendly forms is not just about scaling down the desktop version. You must optimize for a smooth mobile experience.

If users struggle to fill out a form on their phone – whether it’s pinching to zoom in, navigating unclear fields, or dealing with misaligned elements – they’re likely to abandon the task. A frustrating experience can deter potential conversions and may even drive users to competitors.

Keep form fields to a minimum, use larger clickable areas, and ensure error messages are clear and actionable. Test your forms on various devices and screen sizes. If it’s quick and effortless to complete on mobile, you’re on the right track to retaining user interest and boosting conversions.

27. Did You Highlight The Required Form Fields?

If you’re using a combination of required and optional form fields, make it immediately clear to users.

Use clear visual cues, like asterisks or bold labels, to denote required fields. This straightforward approach prevents user frustration and reduces the likelihood of submission errors.

28. May Some Potential Customers Find Your Forms Intrusive or Too Long?

Forms that are too long or ask for excessive information tend to have lower conversion rates.

The ideal form length is three to seven fields. It gathers essential information without overwhelming or alienating users. Always ask yourself: “Is every field here truly necessary?” If not, consider removing it for a more streamlined, user-friendly experience.

And what do I mean by intrusive forms? Consider a simple newsletter signup form. If it asks for a user’s name, email, date of birth, occupation, and a list of personal interests, it might feel excessive. Instead of just gathering an email for the newsletter, it seems to pry into their personal life. Users may wonder why all this information is necessary just to receive a newsletter, leading to hesitation or outright abandonment.

29. Do You Guide Users On How To Fix Errors?

Do your error messages add value? Can users clearly understand what went wrong after reading them? These are all essential questions for a conversion rate optimization checklist.

There’s nothing more frustrating for users than facing an error and having no clue how to fix it. When they’re filling out a form and hit ‘submit,’ only to get a vague or unclear error message, it can be discouraging.

Effective error messages should do two things: Inform the user of the problem and guide them on how to resolve it. For instance, if someone enters an email address without the “@” symbol, rather than just displaying “Invalid Email,” a more helpful message would be “Please include an ‘@’ in the email address.”

By providing clear and actionable error guidance, you simplify the user’s journey, reduce their frustration, and increase the likelihood of them successfully completing the form. After all, clarity and user-friendliness can significantly boost conversion rates.

30. Do You Use Multi-Page Format For Longer Forms?

Forms that require a lot of information from the users almost always benefit from being split into multi-step forms. Multi-page forms allow you to break down long forms into multiple pieces. They can make registration or filling a shipping form less daunting compared to overly extensive forms.

Besides, multi-page forms help you increase CRO thanks to the sunk cost fallacy. Have you heard about it before? The sunk cost fallacy says that an individual usually commits to an endeavor due to previously invested efforts. It’s like when you are 30 minutes into a bad movie, but you continue watching because you have already spent half an hour on it. Once a user starts completing the multi-step form, they are likely to think: “I already invested my time; I might as well finish it.

31. Do You Provide an Auto-Complete Option?

Auto-complete is an excellent way to encourage users to complete your website forms; it takes out all the effort of filling tedious, time-consuming forms, which can be a barrier to conventions.

You might think think filling out a five-minute form is not a big deal. But your clients may had a long day at the office and are too exhausted even to complete an online form. Or they are taking a short break and need the purchase process to be as quick as possible. By using automatic form filling, you are making their life easier by saving them time and providing a better user experience.

32. Do You Use Microcopy To Streamline The User Experience?

Microcopy is small pieces of written content that help users navigate your website forms smoothly and effectively. This technique can influence how users behave at the moment of taking an action; that’s why you often find microscopy hovering over CTA buttons or on payment forms.  The ultimate goal of microscopy is to lead prospects through your sales funnel and improve conversion for your business.

Forms microscopy is not like other types of writing content. Your writers must keep in mind to make microscopy actionable, it should lead the user step by step toward a specific action. Text that makes sense but remains short and it’s friendly and reassuring without being persuasive is what you should aim at.

33. Is Your Form Headline A Call To Action?

Relying solely on the body copy and forgetting about the form headline is a mistake many businesses make. In reality, you should create compelling and captivating form headlines that assist your customer in understanding what to expect from the form. For that, include a strong call to action on the title, using action-oriented language.

I recommend you avoid using long. complex sentences, as they can confuse your target audience and discourage them from filling out the form.

Checkout page optimization

Checkout Page Conversion Rate Optimization Checklist

Are your visitors abandoning your site at the checkout page? Do they add your products to the cart but leave without finishing the purchase? Then you probably could use some checkout page conversion rate optimization tips.

A large percentage of cart abandonment happens on the checkout page; that’s due to common mistakes such as unexpected shipping fees or lack of mobile adaptability. I know how much those mistakes can break your conversion rate, so I prepared this conversion rate optimization checklist so you can build a checkout page that encourages customers to complete the purchase.

34. Can Visitors Complete a Purchase Without Registration?

While all business owners prefer shoppers create an account on their websites, forcing users to register before making a purchase can be a deterrent. After all, in most cases, leads come to your site to buy a product, not to register to your website.

Allowing shoppers to purchase as guests will reduce the friction of obligatory registration. You can offer guest shopping and postpone registration for later on. Since it’s always a good idea to have clients registered, you can incentivize registration through a special offer or added value like free shipping or a discount.

35. Do You Require Email Addresses Early On So You Can Follow Up In Case Of Abandoned Carts?

Are visitors adding items to the cart but then abandoning your site without finishing the purchase? Cart abandonment is common and, most times, not preventable, but it is reversible. How? Though abandoned cart emails. These are automated emails that remind users about the items they added to the cart or to finish the purchase they started.  

With a 41.18% open rate, abandoned cart emails can significantly increase conversion rates. To apply this strategy, you must ask visitors for their emails at an early stage of the purchasing process. So, within 24 hours of the client leaving your site, you can send them an automated follow-up email encouraging them to complete the transaction.

36. Do You Provide Enough Payment Options?

Multiple payment options are essential to guarantee overall customer satisfaction. You don’t have to include every single payment option available. But randomly adding payment methods is not the way to go either. On the contrary, you should conduct some research and find the most preferred methods by your target audience. 

Having the top three most used payment options will help reduce abandoned carts and provide a greater customer experience, increasing conversion rates. 

37. Do You Communicate Shipping Costs On Time?

Around 70% of online orders are abandoned in the shipping cart. Do you know which one is the main reason behind cart abandonment? Unexpected shipping costs. Finding out about shipping fees in the last stage of the purchase process can make clients hit the back button. 

Transparency is important for online customers, so it’s crucial you are upfront about shipping details. Inform users about shipping costs clearly and from the beginning of the purchasing process so there are no surprises along the way. Shoppers also value fast shipping; make sure to include shipping times and any other relevant information.

38. Do You Show Product Photos On Your Checkout Page?

When it comes to selling anything online, including pictures of your products is a must. Since customers don’t have the opportunity to examine an object physically, they want as much information and details as they can get about the product. And as the phrase says, “an image is worth a thousand words.”

Product photos are necessary, but businesses and eCommerce that rely on simple snapshots of their items won’t experience a good conversion rate. It’s crucial you invest in high-quality photos where your products look aesthetically pleasing and desirable for customers

39. Did You Create A Single-Page Checkout Process?

When online shoppers decide to buy something, they want to complete that action as quickly as possible. A single-page checkout can make it more straightforward and convenient for clients to shop on your website or eCommerce store. 

A single-page checkout condenses all the elements of a traditional check-out process onto one single page. That includes cart content, shipping costs and options, billing address, and payment details. Through one-page checkouts, a customer can review their order, input relevant data, and finish the purchase all on the same page. This eliminates the need for unnecessary multiple pages, reducing the effort and time it will take users to make a purchase.

40. Can Users Easily Checkout On Mobile Devices?

As technology continues to advance, the devices through which customers make purchases have significantly changed, forcing platforms to adapt their checkout to multiple devices. 

Smartphones have quickly made their way into our daily activities, including online shopping. If your checkout is not optimized for those devices, you risk losing potential customers who find it challenging or frustrating to navigate a desktop version on a small size screen. Nowadays, ensuring your website or eCommerce checkout adapts to mobile phones through a responsive checkout page design is essential.

41. Are There Security Badges On Your Checkout Page?

If a customer doesn’t feel confident providing sensitive information such as credit card details or their address, they are unlikely to make a purchase. Not trusting a website is one of the primary reasons why users abandon the site before completing the purchase. Security badges can help you build a client’s trust in your business and improve conversion rates. 

Some of the most efficient badgers to place on your checkout to increase sales and conversion rates include security trust badgers, payment badgers, endorsement badges, and free shipping and delivery badges.

42. Do You Make It Possible For Users To Make Changes Without Starting From Scratch?

Sometimes, customers change their minds about a product or realize they forgot to add an item to the cart. Starting the purchase process from scratch can be annoying and deter users from moving forward. On the other hand, by allowing shoppers to make modifications through the checkout flow, you are empowering them to make the necessary adjustments and continue with the purchase. Include editing options such as removing an item or changing quantities directly within the checkout process.

It’s Your Turn To Boost Profit With This Conversion Rate Optimization Checklist

Boosting conversions becomes a more manageable task when you follow a conversion rate optimization checklist that covers all the bases. That’s exactly why I encourage you to put this checklist into practice and make the most out of your website traffic.

Conversion rate optimization strategies require ongoing effort, but if you put in the work, the results will be worth it. If you need help applying these tips to your website, you can schedule a call with me so we can start improving your business conversion rate.


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