From Design to Retargeting, 101 CRO Tactics to Win Customers

Website Design & Layout Optimization

Your website’s design is the digital storefront of your business. A cluttered layout, slow load times, or confusing navigation can drive visitors away before they even reach your products. Optimizing your site’s design and structure isn’t just about aesthetics—it’s about creating a frictionless journey that guides users toward conversion. Here’s how to nail it:

• 1. Simplify the Checkout Process

  Reduce the number of steps to complete a purchase. Every extra click increases the risk of abandonment. For example, combine shipping and billing details to condense a 5-step checkout into 3 steps. Pro Tip: Use a progress bar to show users how close they are to completing their purchase.

• 2. Mobile-Friendly Design

  Over 60% of e-commerce traffic comes from mobile devices. Ensure your site is responsive, with thumb-friendly buttons, readable text, and seamless navigation. Test on multiple devices to eliminate pinch-and-zoom frustration.

• 3. Clear, Visually Distinct CTAs

  Calls to action (CTAs) should stand out like neon signs. Use contrasting colors (e.g., a bright orange “Buy Now” button on a muted background) and action-oriented language (“Get My Discount” > “Submit”).

• 4. Multiple Payment Options

  Offer PayPal, credit/debit cards, Apple Pay, and Google Pay. The more choices users have, the fewer reasons they have to abandon their cart.

• 5. Display Trust Signals

  Security icons (SSL certificates, padlock symbols) and payment gateway logos (Visa, Mastercard) reassure users their data is safe. Place these near CTAs or pricing details to combat hesitation.

• 6. Sticky Headers

  Keep essential navigation (cart icon, search bar) fixed at the top as users scroll. This eliminates the hassle of backtracking to access key features.

• 7. Promote Urgency with Countdown Timers

  Use timers for flash sales or low-stock alerts (e.g., “Hurry! 2 hours left”). But don’t overdo it—fake urgency erodes trust.

• 8. A/B Test CTA Button Colors

  Test variations like red vs. green or large vs. small buttons. Even minor tweaks can boost click-through rates by 10-20%.

• 9. Optimize Page Load Speed

  A 1-second delay can reduce conversions by 7%. Compress images, leverage browser caching, and use a CDN. Tools like Google PageSpeed Insights can pinpoint bottlenecks.

• 10. High-Quality Product Images

  Use crisp, zoomable images with multiple angles. Include videos for complex products (e.g., furniture assembly).

• 11. Incorporate Social Proof

  Display reviews, testimonials, and user-generated content (UGC) near product details. For example: “4.8/5 stars from 2,000+ customers.”

• 12. Easy Navigation Between Product Pages

  Add “Related Products” sections, intuitive filters (by price, size, color), and a breadcrumb trail (Home > Men’s Shoes > Sneakers) to help users discover more.

• 13. Exit-Intent Popups

  Trigger a popup when users move to leave, offering a discount (“Get 10% Off!”) or reminding them of their cart. Keep the offer simple and easy to claim.

• 14. Clear Pricing Visibility

  Show total costs upfront—including taxes and shipping fees. Hidden charges at checkout are a top reason for cart abandonment.

• 15. Highlight Return & Refund Policies

  Place a concise, reassuring policy near the checkout button (e.g., “Free returns within 30 days”).

• 16. Minimalist Design

  Avoid clutter. Use whitespace, concise text, and a clean grid layout to keep focus on products and CTAs.

• 17. Prominent Cart Icon Placement

  Position the cart in the top-right corner (where users expect it). Include an item counter (e.g., “3”) to remind shoppers of their pending purchase.

• 18. Keep the Cart Visible During Browsing

  Let users review or edit their cart without leaving the product page. For example, a slide-out cart sidebar.

User Experience (UX) Optimization

A seamless user experience is the backbone of high conversions. If customers encounter friction, confusion, or delays during checkout, even the best products won’t save the sale. Here’s how to refine your UX to keep users engaged—and clicking “Buy Now.”

• 19. Simplify Checkout Form Fields

  Only ask for essential information: name, shipping address, and payment details. Ditch unnecessary fields like “Company Name” or “Fax Number.” Use smart forms that auto-format phone numbers or ZIP codes to reduce errors. Pro Tip: Pre-fill fields like country/region based on IP address to save time.

• 20. Enable Guest Checkout

  Forced account creation is a top reason for cart abandonment. Offer a guest checkout option—you can always prompt users to create an account after purchase (e.g., “Save your details for faster checkout next time!”).

• 21. Show Progress Indicators

  Add a visual progress bar (e.g., “Step 1 of 3 – Shipping Details”) to reduce anxiety and set expectations. Users are 21% more likely to complete checkout when they know how many steps remain.

• 22. Auto-Complete Shipping Information

  For returning customers, auto-populate shipping details using stored data. Even first-time users benefit from browser autofill prompts for addresses or credit cards.

• 23. Easy Cart Editing in Checkout

  Let users adjust quantities, remove items, or add promo codes without leaving the checkout page. A slide-out cart sidebar or inline editing prevents disruptive page jumps.

• 24. Personalize Product Recommendations

  Use browsing history or past purchases to suggest relevant items. For example: “Customers who bought this also purchased…” “Complete your look with…” Place these below the cart summary to avoid distracting from the primary goal: checkout.

• 25. Allow Cart Saving

  Offer a “Save Cart” button so users can return later. Send a reminder email with a direct link to their saved items. Bonus: Add a discount incentive (e.g., “Your cart expires in 24 hours—use code SAVE10 for 10% off!”).

• 26. Clear Product Descriptions in Checkout

  Reinforce purchase decisions by displaying key details in the checkout flow: high-res thumbnails, size/color selected, and price per unit. Avoid surprises that could trigger second-guessing.

• 27. Free Shipping Thresholds

  Display a progress bar showing how close the user is to unlocking free shipping (e.g., “Spend $25 more for free shipping!”). This tactic can boost average order value (AOV) by 30%.

• 28. Highlight Customer Support Options

  Place live chat, FAQ links, or a phone number near the checkout button. A simple “Need help?” message reduces anxiety—especially for first-time buyers.

• 29. One-Click Checkout for Returning Users

  Implement “Buy Now” buttons for logged-in customers. Amazon’s 1-Click patent expired in 2017—take advantage of this frictionless tactic!

• 30. Auto-Detect User Location

  Use geolocation to: Pre-fill country/region fields. Display local currency and shipping costs. Show region-specific promotions (e.g., “Free shipping in California!”).

• 31. Test Mobile vs. Desktop Flows

  Mobile checkout should prioritize vertical scrolling, larger buttons, and simplified forms. Test tools like Google’s Mobile-Friendly Test to ensure compatibility.

• 32. Remove Checkout Distractions

  Strip away everything that doesn’t drive conversion: Navigation menus. Promotional banners.External links. Focus the user’s attention on the checkout form and CTAs.

Psychological Triggers

Human behavior is deeply influenced by subconscious cues—leverage these psychological principles to nudge visitors toward conversion without feeling pushy. Here’s how to tap into your customers’ minds:

• 33. Scarcity Tactics

  Display real-time stock levels (e.g., “Only 3 left in stock!”) or low-inventory warnings. Scarcity triggers FOMO (Fear of Missing Out), pushing indecisive shoppers to act. Pro Tip: Use dynamic counters that update as items sell (e.g., “12 people are viewing this product”).

• 34. Urgency with Time-Sensitive Offers

  Flash sales (“Ends in 2 hours!”) or countdown timers create urgency. For example, Booking.com’s “Only 1 room left at this price!” drives immediate bookings.

• 35. Price Reduction for Immediate Checkout

  Offer instant discounts for fast decisions: “Buy within 10 minutes and save 15%.” Pair this with a visible timer for maximum impact.

• 36. “Save for Later” Option

  Reduce decision fatigue by letting users save items to a wishlist. Send reminders like, “Your saved items are waiting!” to reignite interest.

• 37. “Customers Also Bought” Recommendations

  Boost average order value (AOV) by showcasing complementary products. Example: “Frequently bought with this espresso machine: coffee grinder + beans.”

• 38. Loyalty Programs

  Reward repeat purchases with points redeemable for discounts or freebies. Sephora’s Beauty Insider program drives 80% of their revenue through loyal members.

• 39. Reciprocity (Free Gift with Purchase)

  Offer a free sample or ebook with checkout. The “give-to-get” principle makes customers feel obligated to reciprocate by completing their purchase.

• 40. FOMO-Driven Limited-Time Deals

  Highlight exclusivity: “Last chance! This deal expires tonight.” Use bold visuals and placement near CTAs.

• 41. Clear Value Propositions

  Simplify your messaging: “Free shipping on all orders” or “50% off for first-time buyers.” Avoid vague claims like “Great deals inside.”

• 42. Money-Back Guarantees

  Reduce perceived risk: “Love it or return it within 90 days—no questions asked.” Place this near pricing to combat hesitation.

• 43. Social Proof with Testimonials

  Showcase real customer reviews with photos or videos. For example: “Sarah from Texas: ‘This blender changed my morning routine!’”

• 44. Display Savings Percentages

  Make discounts tangible: “Save 50 off.” Percentages emphasize value more effectively.

• 45. Trust Badges

  Display security badges (SSL, Norton Secured), payment icons (Visa, PayPal), or accolades (BBB Accredited) near checkout to build credibility.

• 46. Personalized Recommendations

  Use browsing history or past purchases to suggest relevant products. Netflix’s “Because you watched…” strategy increases engagement by 35%.

• 47. Limit Choices to Reduce Overwhelm

  Curate options in crowded categories. For example, instead of 200 skincare products, showcase “Top 10 Best-Sellers” or “Editor’s Picks.”

Payment Optimization

Payment friction is a silent conversion killer. If customers can’t pay how they want—or feel uncertain about security—they’ll abandon their cart. Optimize your payment process with these tactics to close the deal faster:

• 48. Show Payment Options Early

  Display accepted payment methods (credit cards, PayPal, Apple Pay) on product pages or cart summaries. Example: Add icons below the “Add to Cart” button to reassure users upfront.

• 49. Offer Installment Payments

  Partner with “Buy Now, Pay Later” (BNPL) providers like Klarna, Affirm, or Afterpay. Highlight installment options at checkout (e.g., “4 interest-free payments of $25”). Pro Tip: Promote BNPL for high-ticket items to reduce sticker shock.

• 50. Integrate Digital Wallets

  Enable one-tap payments with Google Pay, Apple Pay, or Amazon Pay. These methods reduce checkout time by 50% and are especially critical for mobile shoppers.

• 51. Allow Saved Card Information

  Let returning users save card details securely. Pair this with tokenization (replacing card numbers with tokens) to minimize fraud risk.

• 52. Use Trusted Payment Gateways

  Stripe, PayPal, and Square are globally recognized and reduce security concerns. Display gateway logos (e.g., “Secured by Stripe”) near checkout buttons.

• 53. Simplify International Payments

  For cross-border shoppers:

  • Offer multi-currency pricing.
  • Support local payment methods (e.g., Alipay for China, iDEAL for the Netherlands).
  • Auto-convert prices based on the user’s location.

• 54. Promo Codes at Checkout

  Add a promo code field before payment details. For users who abandon, send a follow-up email with a discount (e.g., “Forgot something? Use code COMEBACK10”).

• 55. Show Exact Shipping Costs Upfront

  Display shipping fees on the cart page—not just at checkout. Use a shipping calculator or flat-rate messaging (e.g., “Standard shipping: $5.99”).

• 56. Free Shipping Thresholds

  Encourage higher spending with banners like, “Spend $75 more for free shipping!” Include a progress bar to visualize how close they are to unlocking it.

• 57. Easy Currency Conversion

  Auto-detect a user’s location and display prices in their local currency. Tools like Wise or CurrencyLayer can automate this.

• 58. Cashback or Rewards Programs

  Offer points for every dollar spent (e.g., “Earn 5% back in rewards”). Send post-purchase emails highlighting earned rewards to incentivize repeat buys.

Cart Abandonment Recovery

Cart abandonment is inevitable—but it’s not the end of the story. With strategic follow-ups, you can recover 30-50% of lost sales. Here’s how to win back shoppers before they forget about their carts:

• 59. Send Cart Abandonment Emails with Recommendations

  Trigger an automated email within 1 hour of abandonment. Include: A clear image of the abandoned item. Complementary products (“Pair this dress with matching heels”). A direct link to the cart. Pro Tip: Add a subject line like “Your cart is waiting! 🛒” to boost open rates (40%+).

• 60. Use SMS or Push Notifications

  Send a concise SMS 1-2 hours post-abandonment: “Forgot something? Your cart is 10% off for the next 2 hours!” SMS has a 98% open rate, making it ideal for urgency.

• 61. Offer Limited-Time Discounts

  Incentivize return visits with time-sensitive codes: “Complete your purchase in 4 hours and save 15%.” Avoid overusing discounts—reserve them for high-value carts.

• 62. Display Products in Reminders

  Show abandoned items prominently in emails. Use dynamic content to auto-populate product images, prices, and descriptions.

• 63. Personalize Emails with the Customer’s Name

  A simple “Hi [First Name], your cart misses you!” increases engagement by 26%. Segment emails by user behavior (e.g., first-time vs. repeat shoppers).

• 64. Create an Email Series:

  Send a 3-email sequence: Reminder: “You left something behind!” (1 hour later). Urgency: “Last chance! Your cart expires soon” (24 hours later). Incentive: “Here’s 10% off to complete your purchase” (48 hours later).

• 65. Include Social Proof

  Add customer reviews or ratings for abandoned items: “Rated 4.9/5 stars by 500+ buyers.”

• 66. Incentivize with Personalized Offers

  Tailor discounts based on cart value or user history. Example: Offer free shipping for carts under $100 or a BOGO deal for loyal customers.

• 67. Send a Follow-Up Email 24-48 Hours Later

  A gentle nudge after 24 hours works wonders: “Still thinking about it? Your cart is ready!”

• 68. Provide Discount Codes

  Embed a unique, scannable code in the email. Example: “Use code COMEBACK10 at checkout.” Track redemption rates to refine offers.

• 69. Add Urgency + Scarcity

  Combine discounts with stock alerts: “Your cart items are selling fast—complete checkout before they’re gone!”

• 70. Enable “Save Cart for Later” in Emails

  Include a button to save the cart, then send reminders: “Your saved cart expires in 48 hours!”

Trust & Security Enhancements

Trust is the currency of online sales. If shoppers doubt your site’s security or transparency, they’ll take their business elsewhere. Strengthen credibility with these non-negotiable enhancements:

• 71. Display Security Badges on Checkout

  Place SSL certificates, encryption seals (e.g., Norton, McAfee), and payment gateway logos (Visa, PayPal) near the checkout button. Example:“Secured with 256-bit SSL encryption 🔒” Pro Tip: Use trust badges from recognized providers—generic icons can look fake.

• 72. Offer Multiple Payment Gateways

  Support PayPal, Stripe, Apple Pay, and regional options (e.g., Klarna in Europe, Alipay in China). More choices = fewer trust barriers.

• 73. Transparent Pricing with No Hidden Fees

  Show all costs upfront: product price, taxes, shipping, and fees. Use a shipping calculator on the cart page to avoid checkout surprises.

• 74. Visible Customer Support Contacts

  Display live chat, phone numbers, or email in the header/footer and checkout page. Example:

  “Questions? Chat with us now or call 1-800-123-4567.”

• 75. Clarify the Checkout Process

  Use a step-by-step progress bar (e.g., Cart > Shipping > Payment) and avoid adding unexpected steps like forced sign-ups or surveys.

• 76. Money-Back Guarantee

  Reassure buyers with a bold, concise guarantee: “100% satisfaction guaranteed—30-day returns, no questions asked.” Place this near the “Place Order” button

• 77. Live Chat or Chatbot Support

  Embed a chat widget that pops up when you are hesitant to check out. Train bots to answer common questions (e.g., “How do returns work?”).

• 78. Visible Privacy Policies

  Link to your privacy policy in the footer and checkout page. For GDPR compliance, explicitly state how data is used (e.g., “We never sell your information”).

• 79. GDPR Compliance for EU Customers

  Add cookie consent banners. Let users opt out of data tracking. Clarify data storage practices.

Why This Works

A Baymard Institute study found that 18% of abandonments happen due to distrust in payment security. By visibly prioritizing security and transparency, you eliminate skepticism and close more sales.

Cart & Checkout Optimization

A smooth cart and checkout experience is where browsers become buyers. Even small frustrations here can derail conversions. Optimize every detail to keep users focused, confident, and ready to hit “Place Order.”

• 80. Easy Cart Access & Review

  Keep the cart icon sticky (fixed in the header) and prominently placed (top-right corner). Let users hover or click to review items without leaving the page. Pro Tip: Add an item counter (e.g., “3 items”) to remind shoppers of their pending purchase.

• 81. Adjust Quantities Directly in Cart

  Allow inline editing with +/- buttons or dropdown menus. No one should navigate back to product pages just to change quantities.

• 82. Transparent Cost Breakdown

  Display a detailed summary in the cart: Subtotal. Taxes. Shipping fees. Discounts

• 83. Easy Returns Policy

  Reduce hesitation by linking to a clear return policy from the cart: “Free returns within 30 days—no hassle.”

• 84. Flexible Payment Methods (BNPL)

  Offer Buy-Now, Pay-Later options like Affirm or Klarna. Highlight installment plans early: “4 interest-free payments of $24.99.”

• 85. Checkout Progress Bar

  Add a visual indicator (e.g., “Step 2 of 4—Payment”). When users know how much effort remains, they are 21% more likely to complete checkout.

• 86. Promote Free Shipping at the Top

  Use a bold banner: “Free shipping on orders over $50!” or “You’ve unlocked free shipping!” Place this above the cart summary.

• 87. Multiple Shipping Addresses

  Let users save addresses (home, work, gift recipients) and select them during checkout. Autofill past addresses for returning customers.

• 88. Real-Time Address Validation

  Auto-correct typos or suggest valid addresses as users type. Tools like Loqate reduce shipping errors by 20%.

• 89. Instant Cart Updates

  Let users add promo codes, remove items, or adjust quantities without reloading the page. A slide-out cart sidebar works perfectly.

User-Centric Personalization

Personalization isn’t a luxury—it’s what today’s shoppers expect. By tailoring experiences to individual behaviors, you make customers feel seen, valued, and more likely to convert. Here’s how to master 1:1 engagement:

• 90. Personalized Product Recommendations

  Use browsing history to suggest items. Example: “You viewed this laptop—here are compatible accessories.” Tools like Shopify’s “Recommended Products” or AI-powered platforms automate this.

• 91. Tailored Offers Based on Purchase History

  Segment customers by past buys. Send a VIP discount on their favorite skincare brand or a “Restock Now” alert for consumables (e.g., pet food).

• 92. Customized Homepage Categories

  Rotate homepage sections based on user behavior. A returning visitor who browsed shoes might see “New Arrivals in Footwear” instead of generic banners.

• 93. Personalized Upsells at Checkout

  Show dynamic upsells like “Complete your setup with these wireless earbuds!” for someone buying a phone.

• 94. Dynamic Content Based on Behavior

  Change banners or CTAs in real-time. Example: A user who abandoned a cart sees “Your cart is waiting—10% off expires soon!” instead of a generic promo.

• 95. Complementary Product Suggestions

  Use past purchases to recommend add-ons. Example: “Customers who bought this grill also purchased a cover and propane tank.”

• 96. Location-Based Shipping Options

  Auto-display express shipping for metro areas or local pickup for nearby customers.

• 97. Loyalty-Driven Discounts

  Reward high spenders with tiered perks (e.g., Gold members get free 2-day shipping). Pro Tip: Use tools like Dynamic Yield or Clerk.io to automate personalization without coding.

Why This Works

74% of customers feel frustrated when content isn’t personalized. You build loyalty and drive repeat purchases by showing you “get” them.

Marketing & Retargeting

Even after visitors leave, your job isn’t done. Retargeting keeps your brand top-of-mind and recaptures lost opportunities.

• 98. Retargeting Ads for Abandoned Carts

  Use platforms like Facebook Ads or Google Display Network to show users the exact items they left behind. Example: “Still thinking about those sneakers? They’re in stock!”

• 99. Post-Purchase Email Campaigns

  Upsell/Cross-Sell: “Love your new camera? Add a lens kit!” Replenishment Reminders: “Time to restock your protein powder?” Feedback Requests: “Rate your purchase—earn 100 loyalty points!” Pro Tip: Use lookalike audiences to target new users similar to your best customers.

• 100. Dynamic Product Ads

  Automate ads showcasing browsed products across social media and websites.

• 101. Segmented Email Campaigns

  Send tailored offers: First-Time Buyers: “Welcome! Enjoy 15% off your next order.” Lapsed Customers: “We miss you! Here’s 20% off.”