How We Created an eCommerce Buying Guide That Led to Six-Figure Sales

We often recommend creating customer buyer’s guides to our eCommerce clients — especially those who sell big purchase items or items with a more intense research process.

We often recommend creating customer buyer’s guides to our eCommerce clients — especially those who sell big purchase items or items with a more intense research process.

When there are a lot of options available or if your customers typically have a lot of questions around a product, this product type could be a good candidate for a buyer’s guide — which can answer commonly asked questions and offer product recommendations.

They’re just as beneficial for the companies that make them:

  • increasing your organic search rankings, and
  • aiding in conversions.

We’ve helped one client in the home improvement industry create and promote several guides. One of the guides alone has led to over $100,000 worth in sales.

In this article, we’ll share the process of how we create and promote a successful guide for our client.

Note: If you’re interested in creating a buyer’s guide for some of your big purchase items, we can help. Contact us here.

1. We set the topic based on search volume

We rely heavily on organic search to promote our client’s buyer’s guides, so we don’t want to create a guide for a product that no one is searching for.

Even if you happen to sell a lot of a specific product, it doesn’t guarantee that lots of people are searching for it online.

For instance, let’s use a company that sells insulation for houses. Even if they sold more spray foam insulation than any other option, they may still want to create a more generic “home insulation buyer’s guide” because the generic term has a much higher search volume than a specific kind of insulation.

Insulation has a higher search volume than specific types of insulation (68k vs 45k)

With higher search volumes, your guide is more likely to be found, and with the more general topic, it will appeal to a wider audience. And you can always strongly recommend your top-selling product in the guide itself.

On the other hand, creating a category-wide guide isn’t always the best practice.

Sometimes a specific product will have high search volume, in which case it makes sense to create a buyer’s guide around it. This is especially true if the product is complicated and has a longer research process.

For instance, fiber cement siding has six times the search volume of exterior siding. It would be worthwhile to write that specific guide.

A photo showing that "fiber cement siding" has six times the search volume of "exterior siding". It would be worthwhile to write that specific guide.

2. We link to the buyer’s guide at the bottom of category pages

After we’ve produced the guide, we link to it in places where site visitors would be most likely to want additional product information, such as at the bottom of related category pages.

An example of the resources found on bottom of insulation category page (includes buying guides).

If a potential customer reaches the end of a category page and hasn’t found what they were looking for, a buyer’s guide can help keep them on the site as well as provide useful information to unsure consumers.

Keeping with our example, perhaps a consumer got to the end of the insulation category page because they were overwhelmed with options. The guide is a good opportunity to explain the advantages and disadvantages of blow-in versus roll insulation.

3. We add internal links where relevant

We write related blog posts that link to the buyer’s guide, and link to the posts in the guide itself. It’s important that each piece of content offers unique information — it can’t just be a repeat of what you find in the guide, or vice versa.

If you explain the advantages and disadvantages of different kinds of insulation in the guide, some blog posts that could easily compliment the guide would be:

  • All about blow-in insulation — a much deeper look into blow-in insulation than is given in the guide
  • What you need to know about your energy bill
  • Is it a good idea to insulate your floors?

Having multiple pieces of unique but related content helps with your SEO reach, as well as providing an ecosystem of value to your customers.

Note: Interested in a comprehensive SEO strategy that is catered to your brand and products? Contact us here.

4. We present all options in the guide

You want the guide to be as inclusive as you can, even including products you may not sell. This will help build trust in your brand and increase your reputation as an authority in your market.

If a consumer is trying to decide between two types of insulation, and one of them isn’t included in the guide, it can stick out. That consumer will be less inclined trust the guide (and your brand) when they’re ready to make a purchase.

If you don’t carry what they were looking for, a guide can potentially explain why another product may be better. But it’s still important to provide all options within the guide so the user knows that you are giving them the full story.

5. We (sometimes) gate buyer’s guides with longer research periods

The decision to publish a guide directly on a site or gate it behind a form depends on the goals of the client and the potential for that specific topic.

Most often, we recommend publishing the guide directly on the site. A thorough buyer’s guide is a great linkable asset and can be a great option to help with link building efforts.

However, there are still some cases where it may make sense to put a guide behind a form.

There are certain instances where it may be better to put your guide behind a form. This is an example of a Buyers Guide form.

For products with much longer research processes, being able to send follow-up emails can be greatly beneficial. When we’ve chosen to gate a guide, we’ve seen both the buyer’s guide and follow up emails lead to sales.

If you choose to offer your guide as a download, your landing page is crucial.

People are also much more likely to offer their email address to get help making bigger purchases, but they need to be assured that this guide is worthwhile. A landing page should offer an overview of the guide, the benefits to reading it, and highlights about what they’ll find.

And since the majority of the guide isn’t found on your site, the landing page also needs to be optimized for SEO, including relevant keywords that people would search for to find the guide.

6. In follow-up emails, we focus on helpful buying advice first, and then focus on the products

For gated guides that we send via email, we commonly send 3-6 follow-up emails, depending on the product. Here’s an example of an outline follow-up email flow:

  1. The first email offers a link to the PDF version of the buyer’s guide as well as offering help the user needs. This email tends to not lead to as many conversions, but it has high open rates and shows users that this company cares about being helpful.
  2. The second email links to blog posts about the topic for further help.
  3. The third offers top systems the company recommends.
  4. The fourth email includes coupon codes.
  5. The fifth is a reminder that their coupons will expire after so many days.
  6. Lastly, depending on the typical buying cycle, we send one final email asking if they still need help or if they bought a product somewhere else.

Overall, the point of emails that follow a buyer’s guide should be geared toward helping consumers make a complicated buying decision. These emails can lead to sales. They also help grow a long-term relationship with those consumers.

Buyer’s guides can grow long-term relationships with customers

Buyer’s guides aren’t just about making a sale on one particular product. Along with the follow-up emails and other educational information on your site, your company becomes a trusted resource for making purchase decisions.

If you’re interested in this type of content marketing — or anything related — but unsure where to start, we can help. Contact us here.

How to Manage Out of Stock Products for SEO

Every eCommerce business will need to remove a product from its inventory at some point. Many businesses make the mistake of either deleting the product page, redirecting the page to their homepage or leaving hundreds or even thousands of out-of-stock pages online without actually looking into how this could benefit or hurt their website. This post and the

Every eCommerce business will need to remove a product from its inventory at some point. Many businesses make the mistake of either deleting the product page, redirecting the page to their homepage or leaving hundreds or even thousands of out-of-stock pages online without actually looking into how this could benefit or hurt their website.

This post and the accompanying flow chart should help provide a general best practice framework for eCommerce teams on how to treat out of stock products in various situations.

 

products out of stock

We’re all out of Twinkies! Sign up for email alerts when they are back in stock.

 

It’s not as simple as just deleting the page. It’s not as simple as just leaving it up either.

Deleting a page with links could cost you hard-to-get link equity.

Redirecting a page to the homepage will preserve some link equity, but that equity might have benefited a more relevant page of your site. Also, sending visitors to your homepage can be a jarring and frustrating experience, which may have lost you a sale.

And lastly, leaving out of stock pages up on your site might cause index bloat. Google gives your site only so much crawl budget. If they spend your crawl budget on pages that don’t matter, it’s very likely they will skip some of the most important pages of your site.

With some of these things in mind, you have three basic options.

  1. Leave the page online
  2. Redirect the page
  3. Delete the page and show a 404 or 410 status code

The option you choose depends on several different factors, which we’ll talk about below.


For Out of Stock Pages That Will Not Be Coming Back

If the page has links:

The first thing you should check is to see if the page has any external links. External links are one of the strongest ranking factors used by the search engines, and it is difficult to build links into product pages. You don’t want to lose that value by deleting a page without redirecting it. Use a tool like Open Site Explorer, Ahrefs or Majestic. If there are links, redirect the page to a related product. If there is no related product, redirect the page to a related category.

Keep in mind that product-to-product redirects can result in a lot of housekeeping down the line. If, for example, the new product eventually gets removed from the site as well, any previous redirects may go to a 404 page or may result in a series of redirects. Large websites might consider redirecting to category pages instead, as they tend to come and go much less often.

Alternatively, you could reuse the old URL for the new product, rather than redirecting it. If the old URL makes sense for the new product, this is the best option and saves a lot of hassle.

If the page has traffic, but no links:

You have four options:

First, check to see if the page is converting (driving revenue).

You might be wondering how an out of stock product page is driving revenue. This is through assisted conversions. Google Analytics (GA) tracks assisted conversions when someone lands on any page, browses the site and then buys another product.

 

ecommerce-sorting-ga

To check for conversions in GA, navigate to Behavior > Site Content > Landing Pages. Then set the “Conversions” dropdown to eCommerce.

 

 

landing-pages-ga

Set your segment to “Organic Traffic” and set the date range to a time period after the product went out of stock.

 

 

ga-single-page-check

If you only have a few products to check, you can simply type the page URL into the search box.

 

If you have a lot of pages to check, export the data instead. GA will only export as many rows as are showing on the page. Showing more rows allows you to export the maximum amount of data.

 

show-5000-rows-ga

Show as many rows as possible.

 

 

export-data-ga

Export the data for analysis in Excel or Google Sheets.

 

Compare the data from the exported spreadsheet to your list of URLs for out of stock products and see if any have driven revenue.

vlookup-excel-check-revenue-google-analytics

You can use a vlookup in Excel to compare both lists more quickly. Check out this great guide on how to use VLOOKUP from Mikkel Sciegienny.

If the page is not converting but has traffic:

  • Redirect the page to a relevant product (a post-redirect message will aid user experience).

If the page is converting, either:

  • Leave the page up and point customers to other relevant products.
  • Redirect the page to a relevant product (a post-redirect message will aid user experience).

 

Choosing whether to leave the page up or to redirect it is a judgment call you’ll need to make. A conservative approach would be to leave it up and point customers to other relevant products. If it doesn’t convert well, you could then choose to redirect it and see if conversions are affected. On the other hand, redirecting immediately may convert just as well, and it would require much less hassle in the long run since you won’t have to try to remember all the pages you need to come back to later.

If you choose to leave the page up, check to see if it’s converting after a period of 1-3 months. If it’s not converting, delete the page. Leaving old pages up will cause index bloat and could negatively affect your overall rankings.

If the page doesn’t have any links or traffic:

Let it 404 and submit to Google Search Console for removal.

Out of Stock SEO Flowchart - Preview


For Out of Stock Products That Will Be Coming Back

Avoid a poor user experience for those who find the product page in search engines. Too many users clicking back to search results, and providing other negative engagement metrics to Google’s algorithms, could harm sitewide rankings and end up costing the business even more than just deleting the page. Here are some general best practices on how to provide a good user experience while products are temporarily out of stock.

  • Keep the page live. Return a 200(ok) status code in the HTTP header.
  • Clearly label the product as temporarily out of stock.
  • Use structured markup to indicate to search engines that the product is not in stock
  • Provide an expected back in stock date, if available.
  • Inform the visitor of back order or in stock notification options, if available.
  • Suggest and link to products that are closely related.

Alternatively, for very large sites where it’s difficult to manage many pages at once, you can set the date the page will expire using the unavailable_after meta tag when the page is created. This can be based on an auction date or go stale date. Google has stated it would remove the page approximately a day after the expiration date. This should be used when selling second-hand or one-of-a-kind products, and for auctions. Most websites with multiple units of each item in stock should not use the unavailable_after meta tag.


Make an Informed Decision

If you don’t do your research before making a decision on what to do with out-of-stock pages, you could end up costing your business rankings and revenue. Preserve your link equity, convert more customers and prevent indexing issues by making an educated decision about how to handle old product pages. Download the flowchart below for a quick reference guide when making these decisions.


Access Our Out of Stock SEO Flowchart

Out of stock flowchart CTA

Fill out our form below to get access to Inflow’s Out of Stock SEO Flowchart. This flowchart is a great reference while planning your product management strategy.

eCommerce on Facebook and Instagram: What Leading Companies Are Doing in 2018 (Adidas, Crate and Barrel & Nixon)

We take a critical look at three best-in-class brands—Adidas, Crate and Barrel, and Nixon—are their Facebook eCommerce strategies. Read to learn more!

Each year, we analyze the websites of leading eCommerce sites across dozens of categories to see which features best-in-class brands are using.

In this piece, we take a critical look at how three best-in-class brands —Adidas, Crate and Barrel, and Nixon—are promoting their brands and products while retargeting customers using Facebook’s extensive marketing platform, including Pages, Messenger, and Instagram.

Note: Curious how your social media presence and advertising strategy compares to your competitors? We can help. Contact us here.

Example #1: Adidas

33.8 Million Likes on Facebook | 19.9 Million Followers on Instagram

Adidas is seeing low ROI on Facebook video posts

For a company like Adidas that targets active people, it makes sense that video would be a central part of their brand strategy.

However, Adidas’ videos are currently not working on Facebook.

Once a success story for video advertisement on Facebook, this year, Adidas has stopped buying video ads while they review the return on investment. In fact, they’ve stopped posting at all.

The last post on the official Adidas U.S. page is from March.

Adidas last Facebook post was over 2 months ago.

What happened? Changes in the way Facebook shows brand content to its users.

Since 2014, Facebook has been slowly decreasing organic reach for Pages, requiring organizations to pay to reach their fans. Companies had grown used to this.

But, throughout the first half of 2018, we’ve seen even more dramatic changes to Facebook’s business platform.

In January, Facebook reinforced its priority to rank the posts from friends and family in the news feed over posts from organizations and other pages. While Facebook still offers boosted posts (sponsored posts that show in a users news feed), they won’t reach everyone.

Some Facebook users no longer see any posts from brands and organizations they follow, not even sponsored posts.

So Adidas has turned to Instagram

Currently, users are more likely to see organic content from businesses in their Instagram feed than their Facebook news feed, and Adidas is taking advantage. Their videos are crushing it on Instagram, consistently pulling in between 150,000 and 350,000 views.

Adidas has turned to Instagram and the reach has been very successful.

Marketing takeaway: If your brand, like Adidas, is well-suited for video content, consider promoting that content on Instagram over Facebook.

Of course, you might not want to abandon Facebook altogether. A better way to get videos shared on Facebook is through your fans. Create video content worth sharing, and your fans will spread the love for you.

Over 49.6 million views on YouTube

Facebook eCommerce: If you share great content, your posts will get a better reach through sharing

Retargeting Ads on Instagram

Here’s an example of a retargeting ad from Adidas. Users browsing Instagram on their phone will see the ad in their feed among regular posts from other friends, family, and brands that they follow.

Retargeting ad inside of a feed in Instagram

In the desktop version of Facebook, retargeting ads appear outside of the feed.

Facebook eCommerce: Retargeting ad appears outside of feed in right column

Another strong retargeting option is Facebook Messenger ads, which allows users to flip through multiple product images with ad copy.

Facebook eCommerce: Retargeting ad inside of Facebook messenger

Marketing Takeaway: It appears that a low ROI on organic and sponsored posts (including video posts) is impacting many brands—not just Adidas. But we found other brands that continue to have a strong daily active fan-base on Facebook, such as Crate and Barrel.

Note: Want to know where to place retargeting ads to see the best ROI? We can help. Contact us here.

Example #2: Crate and Barrel

815,914 Likes on Facebook | 1.1 Million Followers on Instagram

The Wall Street Journal explains that only three years ago Crate and Barrel had a tiny social media presence and relied, instead, on print media.

Today, Crate and Barrel has a flourishing social media presence, especially on Instagram and YouTube.

The retailer spends more than 50% of its ad budget on digital media and, as of March 2018, 47% of its revenue comes from online sales.

Crate and Barrel posts daily to maintain an engaged Facebook fanbase

While many other brands have seen a decrease in engaged users on their Facebook content, Crate and Barrel posts daily with high levels of engagement.

We don’t know how much of this engagement is sponsored and how much is organic; however, for brands like Crate and Barrel, daily engagement with users can have positive results in the algorithm responsible for how many users see your content.

Crate and Barrel posts that have the highest level of engagement (shares, likes, and comments) are often about discounts or humor.

Facebook eCommerce: Utilize your own hashtag to make your company stand out

They also use branded hashtags that, when clicked, show related posts.

Facebook eCommerce with custom hashtags

They double up on their Facebook/Instagram presence

Many of Crate and Barrel’s posts were originally posted on Instagram and reshared on Facebook.

Facebook eCommerce: Share your content from Instagram to Facebook

Their branded content performs better on Instagram

In October of 2017, Crate and Barrel announced a partnership with Reese Witherspoon, including selling the celebrity’s lifestyle and fashion brand Draper James. As part of this partnership, Witherspoon creates paid ads for the brand.

Starting in March of 2017, Facebook simplified its policy guidelines to allow companies to publish branded content more easily. These posts and videos are tagged with the word “Paid.”

Facebook eCommerce paid ads must be labeled as so

Similar to Adidas, Crate and Barrel’s videos perform better on Instagram.

This could be that they simply have three times the followers on Instagram. Plus, as we saw with Adidas, due to Facebook’s viewing algorithm, more of those followers are likely to see the video organically on Instagram over Facebook.

25,278 views on Instagram and 3,400 on Facebook

Marketing Takeaway: With all the changes to Facebook’s platform, some brands continue to have an active fanbase.

If you’re a new brand coming to Facebook, we suggest running small tests on sponsored posts to see what your fans and potential fans will respond to best. Use Facebook’s helpful tools, such as Dynamic creative and Split Test, to make sure you’re working with the best copy, images, and overall ads.

Example #3: Nixon

1.2 Million Likes on Facebook | 629,000 Followers on Instagram

Nixon makes good use of the Facebook Shop feature

Nixon is one of the few best-in-class brands we investigated that consistently tag products on Facebook using the Facebook Shop feature. By tagging products, consumers can easily click through to Nixon’s site to make a purchase.

Click-through to specific product on their site makes the user more likely to purchase

While it’s common for eCommerce sites to have a “Shop” tab on their Facebook page, few users will frequently visit a brand’s homepage. By including product information in Facebook posts, more fans will see the information.

Instagram offers a similar tagging feature.

By tagging the product, you make the user more likely to purchase your product.

Facebook also allows companies to share a product directly from a Facebook store; however, we’ve seen little evidence of this creating strong engagement.

Tagging and linking to specific products is a smart move.

Marketing Takeaway: Sharing products may not lead to the same level of engagement as using the “products shown” tool, which gives you a chance to show your products in a more meaningful way—while still making it easy for consumers to enter a sales funnel.

Most engagement on posts featuring multiple products

Nixon receives the most engagement on posts that feature entire collections of products—or their watches alongside other products.

Nixon gets more engagement on posts that display multiple products

Uses Instagram Stories to promote products, branded sponsorships, and events

Instagram Stories are one of the hottest new ways to connect with fans. They can be a mix of videos and interactive still images offering brands up to 15 seconds of viewers’ full-screen attention. Nixon uses these stories to connect in several ways with followers.

Instagram stories are a clever way to brand and market yourself

More and more brands are consistently using Instagram stories to promote products, new lines, content such as blogs, and events, and other brand strategies.

Utilize Instagram Stories to keep up with demand

Marketing Takeaway: There are many ways to use Facebook and Instagram to connect with fans and new potential customers, promote products, and foster brand awareness. However, the platforms should be just a part of how you connect with new and existing customers.

Note: Need full analysis of your paid advertising strategy? We can help. Contact us here.

These 10 Examples Show What Top Sites Are Doing with eCommerce Cart and Checkout Design

eCommerce cart and checkout design can make or break a sale. In this post, we share our research about cart and checkout trends with examples from top eCommerce sites.

You’ve attracted a consumer to your site and won them over on a particular product, but most eCommerce marketers know that doesn’t guarantee a sale. Shopping cart and checkout functionality can make or break a sale. It can also make a big difference to your average order value (AOV).

Each year we analyze leading eCommerce sites across dozens of categories to identify what features and technology they’re using: which features are trending and becoming the norm. In this post, we detail our research about shopping cart and checkout trends, complete with examples from many of the websites we studied.

Based on our research on leading eCommerce sites in 2018, here are:

  1. Popular Shopping Cart and Checkout Features
  2. Shopping Cart and Checkout Features that are Trending Down

Note: Want to talk to our CRO team (who performed this study) about how your site compares to the best-in-class? Reach out here or schedule a call above.

Part One: Popular Shopping Cart and Checkout Features

Across the leading eCommerce sites we studied, these six features were extremely common:

Feature #1: Site Keeps a User on the Page When They Add an Item to the Cart

In use on 17 of 20 best-in-class websites

Keeping the user on the product page instead of taking them to a separate cart page is now a dominant trend in 2018.

Our rule-of-thumb is that sites that average more than 1.6 products per order should not send users to the cart each time they add a new product.

There are two standard styles you’ll see for sites that do this: a drop-down “bag” and a lightbox-style pop-in layer.

13 best-in-class sites use a drop-down “bag”.

ecommerce cart examples

9 best-in-class sites use a pop-in. We this option trending up and believe it’s because pop-ins allow for easier cross-selling options.

eCommerce cart: Pop-ins allow for easier cross-selling options.

Feature #2: Cart Provides Product Attributes

In use on 18 of 19 best-in-class websites  (1 site not applicable)

This year, we saw dramatic growth in the number of best-in-class sites that include product attributes (such as fabric, finish or size) in their cart details.

The cart provides details in the product title and product description.

When you have similar products that may differ on one or more attribute, you need to show the attributes with the product name and picture to assure users that the right item is in their cart.

Feature #3: Cart Contains a “Candy Rack”

In use on 10 of 19 best-in-class websites (1 site not applicable)

The “candy rack,” or upsell area is growing in popularity. You’ll currently find this in half of the best-in-class sites, and most of the sites that aren’t employing a candy rack simply haven’t found a good way of doing so.

For instance, due to the amount of products they sell, REI or Walmart need a higher level of intelligence to get the right product in front of you, and Nixon or GlassesUSA are unlikely to sell you another watch or frame. Whenever you can get relevant products in front of users, however, this has a high likelihood of increasing AOV.

The "Candy Rack" is a great way to upsell and give recommendations of other products the consumer may enjoy.

Feature #4: Final Pricing Available in the Cart

In use on 17 of 19 best-in-class websites  (1 site not applicable)

With this feature, the user is able to obtain the final cost in the cart — or at least an estimate.

In our past surveys, most sites still didn’t allow the user to see final pricing in the cart, despite users wanting it.

Offer the Final Pricing Available in the Cart to make it simple for the customer.

Feature #5: Order Summary Persists Throughout Checkout

In use on 16 of 20 best-in-class websites

It is becoming a standard practice to show the order summary throughout the checkout process.

Users want to be sure they are buying the right items. By having this ability throughout checkout, you prevent users from getting sidetracked and leaving the checkout process to find out. Additionally, doing this allows you to bypass a review page.

Removing that step has a large impact on conversion rate through the checkout flow.

Display the Order Summary Persists Throughout Checkout

On additional benefit of this practice is that it allows customers to maintain an emotional connection to the item throughout the checkout.

Feature #6: Shipping and Billing Address are Auto Filled In

In use on 13 of 19 best-in-class websites (1 site not applicable)

In the past, most sites auto-selected the shipping and billing addresses to be the same, but this year, we saw several sites get rid of this feature. As we’ve seen verified with our own testing, auto-populating or auto-selecting the second address field is a best practice — since it makes things easier for users.

Shipping and Billing Address are Auto Filled In

Part Two: Shopping Cart and Checkout Features Trending Down

The following are four features we saw fewer best-in-class sites using than last year. It’s important to note, however, that a downward trend doesn’t mean the features are necessarily bad practices.

In many case, sites have simply not figured out how to best implement them.

Feature #1: Estimated Arrival or Ship Date

In use on 3 of 18 best-in-class websites  (2 sites not applicable)

Showing the estimated shipping time in the cart has decreased considerably this year. This is an example of a downward trend we see as a loss for user experience.

Displaying the estimated arrival or ship date is a good practice to implement whenever possible because it’s information people always want.

Display the Estimated Arrival or Ship Date

Feature #2: Save Products for Later

In use on 8 of 19 best-in-class websites  (1 site not applicable)

Fewer sites are offering the ability to save the product in a wishlist for later. This is a feature that users respond well to, but it has not yet taken hold in the industry.

We believe best-in-class sites haven’t figured out how to do this well yet. Once they do, we expect it will become dominant.

Give customers the option to save products for later

Feature #3: One-Page Checkout

In use on 6 of 20 best-in-class websites

We saw a pretty dramatic decrease in one-page checkouts (where all fields were open to edit and view on one page), and they are now the minority. Previously best-in-class sites were split between this option and multi-page checkouts.

Consider the accordion-style checkout

Our advice is to be very clear on how many steps there are and how far along the user is in the process. If you choose to do this on a single page, consider the accordion-style checkout — which does this very cleanly.

Feature #4: Review Page

In use on 11 of 20 best-in-class websites

While having a review page during the checkout process is still a dominant trend, a couple years ago the majority of the list would likely have used one. Now we see the number is down to just about half.

Have the details of the order available throughout the checkout process.

In general, unless there are important details to confirm (such as prescription information for glasses orders) you can skip the review page.

As mentioned earlier, a better practice is to have the details of the order available throughout the checkout process.

Note: Want help improving cart and checkout design on your eCommerce site to improve your results? Contact us to discuss how to optimize your site for conversions.