99-Point eCommerce
Optmization Checklist
How to find bottlenecks and low-hanging
opportunities to optimize your eCommerce
© 2020 Harpia Consulting | v1.3 – March 4th, 2020 | Online Marketing Without BS
How to Best
Use This Checklist
Find bottlenecks and low-hanging
opportunities to optimize your eCommerce
After helping many eCommerce businesses increase sales, we
compiled our insights into one ebook. The 99-Point Optimization
Checklist came to life to help you supercharge your eCommerce.
WHAT TO EXPECT:
Because there is a lot of content and it can be overwhelming, we
broke this guide down into 8 parts:
1. General Optimization
2. Homepage & Mobile
3. Collections & Shopping Pages
4. Search Results & Product Pages
5. Shopping Cart & Checkout
USE THIS CHECKLIST IN THE FOLLOWING WAY:
- Meticulously evaluate your online store or new site design.
- Boost your marketing strategy, especially if you are feeling stuck.
- Brainstorm solutions to specific problems, such as cart
abandonment or disappointing conversion rates.
- Don’t worry, it’s structured in a very user-friendly way. It begins
with a general checklist that you can apply to all areas of your site,
then it gets more specific and direct for certain types of pages.
© 2020 Harpia Consulting Online Marketing Without BS | [Link]
General
Optimization
Does your site effectively build trust? Do you use offers to encourage email
SSL Certificate, Secured Checkout, and social sign-ups?
Guarantees, Professional Design, Typos...
Are confirmation and error messages
Is the design uncluttered and clear? clearly visible?
Explain your brand and product collections
quickly and avoid unnecessary features Do you have a friendly 404 page?
Friendly 404 pages are designed to guide
Is your website responsive? traffic to other pages
Do you state your Statement of Value Does your about page tells a story?
across your site?
Do you leverage different promotions
Do landing pages correspond to ads? and offers?
Send advertising traffic to a specific page Or are you an always 10% OFF brand?
that corresponts the ad’s offer
Do you offer free shipping?
Does the website load in under 3
seconds? Is your navigation easy to
Test Here: [Link] understand?
Expanded menu with photos, separated by
Do you provide easy access to returns collections, demographics, or product types
and shipping policies?
Do you show the number of products
Do you use offers to encourage in the cart right in the header?
customers to leave reviews?
Your Score: out of 16
© 2020 Harpia Consulting Online Marketing Without BS | [Link]
Homepage
& Mobile
Homepage Optimizations
Does the header reappear when
Is your Statement of Value prominent scrolling up?
on the homepage? Is the header visible but unobtrusive?
Less than 140px of height, unless necessary
Do you use labels for icons in your
navigation bar? Do you offer an “mission” video?
Menu, wishlist, search bar and cart
Mobile Optimizations
Do you have content for each of the
three main types of visitors? Are the most important buttons and
Cold, warm, and hot visitors
links placed where it is easy to tap?
Does the homepage have a digestible Lower right-hand corner
number of banners?
Are your forms built and designed for
Do your banners have CTAs? mobile and tablet?
Are your main CTA (Call-to-Action) Do you enable swiping motions that
buttons large and prominent? mobile users are accustomed to?
Do you show real lifestyle photos Are pop-ups optimized for mobile?
with your product?
Does your header hide when the user
is scrolling down?
Your Score: out of 15
© 2020 Harpia Consulting Online Marketing Without BS | [Link]
3
Collections
& Shopping
Are there well-designed landing
pages for your main collections?
Do you show MSRP and discounted
pricing when discount available?
Can products be filtered by category-
specific variables like size, color, etc.?
Do you have a set of ascending/
descending sorting options?
Price, popularity, relevance, and new arrivals
Do you use eye-catching colors for
important elements like the sale Do you show available sizes and
price or the word “SALE”? colors for categories like clothes?
High conversion colors are saturated red,
blue, orange and green. Do you show breadcrumbs on the top
of the collections page?
Does your collection’s header
features lifestyle images of your Are unavailable products
best-selling products? automatically moved towards the
bottom of the shopping page?
Are the product pictures proeminent?
Make the best use of space
Are alternative lifestyle shots of your
products shown on hover?
Have you included sub-category
filters on your shopping page?
Your Score: out of 12
© 2020 Harpia Consulting Online Marketing Without BS | [Link]
4
Search &
Product Page
SEARCH RESULTS
Do you include appropriate category
and subcategory filters so that users
could narrow search results easily?
PRODUCT PAGES
Is the product page long-form?
Designed as a landing page, with sections
about features, benefits and advantages
Do you have a comprehensive set Is the product shot large enough to
of ascending/descending ranking see specific details?
options like price, popularity,
Is there an zoom feature?
relevance, and new arrivals?
Hover or click on the image to enlarge
Do you include a CTA like “search by
Are photographs of a high-resolution
category” on “no results” pages?
and high-quality?
Are search results accurate for the
Do product photos highlight the most
most popular keywords?
important features for users?
Is your search engine advanced
Do you show more than one picture
enough to detect popular
and are they easy to browse?
misspellings?
For apparel retailers, do you include
Do you show auto-suggestions?
information about the model?
Do you show the keyword searched Size, measurements, height
for and the number of results?
© 2020 Harpia Consulting Online Marketing Without BS | [Link]
4
Search &
Product Page
Are there ratings and testimonials
accessible by clicking the stars or
scrolling down?
Do reviews have titles and images?
Do you show shipping information?
Pricing, freight time, where you ship, etc
Do you show return information?
Timeframe, costs, policies, etc
Are reviews verified? Do you clearly show guarantees?
Use Yotpo, Stamped, or other trusted apps
If it’s common to charge high shipping
Is the Add-to-Cart button visible and prices in your industry, do you include
sticky above the fold at all times? a shipping calculator?
Add a sticky bar with product description,
pricing, variables and quantities. Are all the specs available in the
product description?
Do you leverage urgency-building?
Countdown, quantities left, social proof pop Are there customizable options visible
ups, numbers of add-to-carts and are they easy to use?
Like color, size, gift wrap, etc
Do you guide customers to checkout?
After a user adds a product to the cart Is there a visible reminder to select
size/color if a customer forgets?
If a product has sold out, do you offer
similar products or alternatives? Do you include user-generated
or enable them to sign up for a reminder in content, such as from Instagram?
case the item reappears?
Your Score: out of 29
© 2020 Harpia Consulting Online Marketing Without BS | [Link]
5
Cart &
Checkout
SHOPPING CART
Is the main checkout CTA visible?
Do you use some of the same
urgency-building techniques that you
Does the cart automatically exclude
sold-out products?
And communicates this action to the user
Do you offer inexpensive
use on your product page? complimentary products on the cart?
One click order bumps & upsells
Amount left for free shipping or gift, units
left in stock, people looking product, etc
Is the discount code field accessible?
Can customers change the number Do you encourage users to sign up in
and size of products in their cart? exchange for an offer?
Can you delete products from a cart? Do you offer faster shipping options?
Can customers “save for later”, or Do you show the estimated delivery
“add to wishlist” instead of deleting? time for all delivery options?
Does the cart hold products for Do you send automated cart recovery
at least 7 days (ideally 30) for emails reminding them to complete
unregistered customers? the purchase (at least 3)?
Click here to learn more about how to
Is the cart associated with the user’s
recover carts and increase customer value
account so it can be accessed from
with email marketing.
different devices?
© 2020 Harpia Consulting Online Marketing Without BS | [Link]
5
Cart &
Checkout
CHECKOUT
Can your customers complete their
purchase as guests?
Do you require customer emails at
Have you included a progress bar on
multiple checkout pages?
Can users make changes to their
address on an order summary page –
the beginning of the checkout and immediately before purchase?
Don’t make prople go back to the start of the
follow up through email?
checkout process to edit order
Are there any fields you can get rid of
to shorten the checkout form? Is there a range of payment options?
Do you distinguish between optional Do you offer financing?
Affirm and Klarna are recommended for
and mandatory* fields?
products over $100
Do customers know immediately if
they have incorrectly filled a form?
Is there advice on how to correct
mistakes when inputs are incorrect?
Do you allow autofill options?
Have you simplified the header and
footer to prevent customers from
clicking away during checkout?
Your Score: out of 27
© 2020 Harpia Consulting Online Marketing Without BS | [Link]
Your Results
Fill in the blanks and sum your total
results. Subtract the total by 99
and this is your Opportunity Score
GENERAL OPTIMIZATION
Your Score: out of 16
HOMEPAGE & MOBILE
Your Score: out of 15
COLLECTIONS & SHOPPING PAGES
Your Score: out of 12
SEARCH RESULTS & PRODUCT PAGES
Your Score: out of 29
SHOPPING CART & CHECKOUT
Your Score: out of 27
TOTAL SCORE: out of 99
Opportunity Score (Total - 99): .
© 2020 Harpia Consulting Online Marketing Without BS | [Link]
Before you go, here’s
our final advice — avoid
half-built bridges.
Don’t get too excited and try to implement everything at once!
Don’t get us wrong, we recommend implementing all of the tactics
on this document – but don’t do everything at once! This “try-it-all”
strategy will leave you with half-built bridges and burnout.
If you’re suffering from burnout, click here to read an article on the
Harpia Blog about half-build bridges and eCommerce growth.
You know your customers best, so start with the optimizations that
makes more sense to YOUR business. Then, you can start working
on the ones you judge to be less critical.
Need Help? BOOK A FREE STRATEGY CALL
ABOUT
Merging human relationship psychology with intuitive
technology, the Harpia Method has helped eCommerce stores
skyrocket sales with an effective customer journey, sales
funnel and kick-ass digital marketing strategies.
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