Articles on: Conversion rate optimization
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Store Optimization Checklist

This checklist is designed to help merchants optimize online store to increase conversion rates. By following these guidelines, you can create a more user-friendly and trustworthy shopping experience for your customers, ultimately improving your store's conversion funnel.

We have organized this article to lead you through every key stage of the conversion funnel, providing insights and practical advice to craft a seamless and persuasive shopping journey for your customers.

It is highly recommended to use Template made by Website Builder for better optimization. Learn more about Website Builder.

In this article

A. View Product > Add to Cart
B. Add to Cart > Checkout Initiated
C. Checkout Initiated > Purchase

A. View Product > Add to Cart


The store logo should be professionally designed and unique.
Ensure the logo is sharp and easy to see, without blurriness.
Use colors that complement the background to maintain a visually appealing look.


Build your website using our Website Builder – visit our help documentation to learn how to add website templates created with the Website Builder.
Add images, slogans, and product collections that convey a clear theme about what your store sells.
Slogans can use trendy and humorous writing styles to engage visitors.
Arrange slogans and collections carefully, keeping in mind that visitors may browse different pages.


Utilize a top menu with sections such as Catalog, Collections, About Us, Order Tracking, and Contact Form.
Use a mega menu for easy navigation, breaking down items by section. Check out the instructions on customizing the menu with our Website Builder.

Add an "About the store" menu with your store's address.
Provide clear information on Shipping Policy, Returns & Refunds, and Terms of Service.
Add your store logo in the footer for branding consistency.

Testimonials and Reviews

Add a section with customer testimonials and reviews to build trust with new customers.
Consider using reviews with images, especially for personalized or high-value items (>$50), to boost conversion rates.


Ensure your email support is in a professional format (e.g., to convey professionalism and reliability.


Present frequently asked questions in a collapsed format for easy accessibility.
Address common concerns to help buyers quickly find the information they need.

Product Page


Display the selling price and, if applicable, a compared price to show the value of the discount.
Add tags indicating savings to highlight discounts.

Products/Variants Images

Use JPEG image format for consistent quality and faster loading times. Refer to this article for guidance on optimizing images and videos
Maintain a consistent aspect ratio or height-to-width ratio for all images.
Add alt text to product images for accessibility.
Provide at least four images showing different angles (front, left, right, top) of the product.

Variant Selector

Include images for product variants and consider displaying variant options as images instead of text.
For clothing items, use color swatches or buttons for fewer than 10 values per option and dropdown selectors for more than 10 values.
Here is the guide for using the variant picker in Website Builder.

Size/Size Chart

Provide clear size chart information with images.
Use default size charts for products created from PrintHub/PrintBase.
Create separate size charts for imported products, and consider using units relevant to the target market (e.g., inches for the US or EU).
Please visit this article to learn how to create your own size chart

Product Description

Avoid excessive GIFs or large images that can slow down the page.
Ensure a clear layout, consistent font, and no spelling/grammar errors.
Include concise product introductions, specifications, materials, and usage instructions.
Use a bold hook line in the first paragraph to create an impactful impression.


Offer free shipping for purchases over a specified amount.
Provide quantity discounts and discount codes (e.g., Buy X Get Y, Free Shipping, X% Off).
Use an announcement bar for seasonal promotions to encourage additional purchases.

Product Review

Include product reviews from customers to reassure new buyers.
Reviews should feature images and detailed, personal insights.
Consider using images and videos for high-value or personalized products to enhance trust and conversion rates.

Shipping and Refund Policies

Clearly present information about shipping and refund policies on the product page.
Avoid ambiguity and unrealistic commitments.

Example Shipping Policy
Add to Cart Button

Use a prominent color for the "Add to Cart" button.
Consider adding a "Buy Now" button for quicker conversions.

Trust Indicators

Place trust logos under the "Add to Cart" button to reassure customers.

Create Urgency/Shortage Elements

Implement product or timer countdowns to encourage quick purchases at competitive prices.

Optimized for Mobile

Ensure a mobile-friendly product page interface.
Add a sticky "Add to Cart" button to enhance mobile usability.

Add Recommendation Blocks

Include recommendation blocks with discounts, quantity options, and bundles, etc. to increase sales.

B. Add to Cart > Checkout Initiated

Cart Page / Cart Drawer / Mini Cart

Cart Success Modal / Easy Navigation

After customers add items to the cart, provide easy navigation to the cart page or a mini cart/ cart drawer.
Avoid pop-ups that disrupt the checkout flow.
Use Cart goal to encourage additional purchases.

C. Checkout Initiated > Purchase

1. Checkout Page

Trust Indicators

Adding trust indicators and badges to build confidence in the checkout process.

Payment Info (Email, Shipping Address, etc.)

Consider using A/B testing to evaluate the effectiveness of a one-page checkout or a multi-step checkout.
A one-page checkout simplifies the payment process but may not be suitable for all customers.

One-page checkout
Shipping Fee

Clearly display shipping methods for buyers to choose from.
Ensure transparent communication about shipping fees to prevent cart abandonment.

By following this checklist, you can optimize your store's conversion funnel, enhance user experience, and ultimately increase your store's conversion rates.

Analyze and optimize the conversion rate in the View ads to View product step
Analyze and optimize the conversion rate in the View product to Add to cart step
Analyze and optimize the conversion rate in the Add to cart to Checkout initiated step
Analyze and optimize the conversion rate in the Checkout initiated to Complete checkout step

Updated on: 21/11/2023

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