1. How to Optimize Your
E-Commerce Site
A Guide for Apparel and Accessory companies
by Jun Loayza of Viralogy

2. Goal: Increase Revenue
Lets be honest. The goal of every project your
company engages is to either generate more
revenue or cut costs.
We understand this, and have created a guide that
WILL help you generate more revenue with your
e-commerce site.

3. How to Increase Revenue
In this guide, we are going to focus on proven methods that
successful companies use to convert their visitors by
generating more sales per visit and more items per sale.
1. Increase sales conversions for current visitors
2. Drive more traffic to your site
(For more information about how an e-commerce site can leverage the social web to
drive more visitors, check out our Social Marketing Guide)
There are 2 ways to increase revenue:

4. The Problem
converts visitors at an astounding 35%
This means 1 out of every 3 visitors buys something
100 e-commerce sites on the internet convert visitors at an
average of 10%-15%
The majority of e-commerce sites convert visitors at an
average of 2.5%-5%. This means that only 2-5 visitors out
of every 100 that land on your site are buying a product.
The Top
You

5. The Solution
Top 17 methods to improve conversions

6. Home Page

7. 1. Tell them what they want to hear
“I am a 25 year old male living in Southern
California looking for some refreshing clothing
for the warm weather coming in Spring.
What products can you offer me that solve my
problem?”
Do you have what I need?

8. Targeted call to action
Value: I immediately know this site has what I need
Do you have what I need?
1. Tell them what they want to hear

9. 1. Tell them what they want to hear
“I am a 19 year old woman looking for
fashionable, trendy clothing on a budget.
What featured products do you have on sale
for me?”
Can you give it to me at a good price?

10. Price is immediately made clear
Value: I know how much I can expect to pay
Can you give it to me at a good price?
1. Tell them what they want to hear

11. 1. Tell them what they want to hear
Key Takeaway:
Understand exactly who your visitors are and what they are
looking for on your site.
Therefore, you need to measure, measure, and then measure
your data some more. Use Google Analytics as a simple, free
analytics tool to understand your visitors.
Link: http://googleanalytics.com

12. Incentive to buy today
Value: I am more likely to buy because I’m aware of a special discount
Offer special deals to your visitors
2. Create incentives for immediate action

13. Take note:
You don’t have to give incentives 100% of the time, but make
sure to analyze and compare your sales and profit when you run
an incentive campaign and when you don’t.
Mix it up a bit and change the incentive every month, season,
and for holidays.
2. Create incentives for immediate action

14. Products recommended for me,
located right on the home page
Value: I’m here for the products. If I see something I like immediately, I
am more likely to make a purchase decision.
Visitors come to see your products. Show it to them.
3. Show them what they want to see

15. Viralogy will integrate a recommendation app on your home page
that understands your visitors and provides them with a set of
products that have a high probability of converting into a sale.
How to implement a recommendation app
on your home page:
3. Show them what they want to see
Contact Us:
Joseph.Yi@Viralogy.com
818.939.9978
http://Viralogy.com
Viralogy shows visitors products
that they’re likely to buy

16. Clear incentive to give my info
Value: If I like what you offer, then I’ll give you my valuable information
Why should I give you my information?
4. Get their information

17. Caution:
The pop-focus method of the previous page can at times be very
intrusive for a shopper and potentially turn them away from the
site.
If visitor bounce rate increases because of the pop-focus method,
switch to an on-page version of the newsletter form.
We recommend using Aweber for all newsletter marketing.
4. Get their information
Link: http://aweber.com

18. Category Page

19. 5. Not all visitors are the same
The three types of shoppers:
The price sensitive shopper
“I am looking for the best deal at the cheapest price. It’s all about low cost items and
saving money!”
The competitive shopper
“I am looking for the newest, top of the line product. I love being the first one among
my friends who is on top of the newest trend or style.”
The emotional shopper
“I love wearing what all of the celebrities and stars are wearing. I stay on top of who is
wearing what, and go for the most popular items on sites.”

20. Newest, Most Popular, and Price filtering
Value: Every type of shopper has the ability to filter items to their preference
5. Not all visitors are the same
How to target the three types of shoppers:

21. 5. Not all visitors are the same
Take note:
Filters are excellent, but you have to make sure you show the right
type of filter first.
Sort by Top Sellers
Sort by uniquely recommended
products for each visitor
Sort from A to Z
Sort by price

22. Value: A clear, cohesive view of my purchase options
6. Don’t be shy. Show it off
Show 25-50 products on a single page
List name, color,
and price
Show the visitor how much he will save

23. Caution:
It’s great to show off a lot of products; however, too many
products and too much information can clutter the page.
If the page is cluttered and the shopper has too many options,
decision paralysis can occur.
Decision Paralysis: When a shopper is presented with so many options that she chooses to not
buy instead of choosing from the multitude of options.
To prevent decision paralysis, keep the page clean with uniform
spacing, large product images, and readable text.
6. Don’t be shy. Show it off

24. View and ‘add to cart’ via the category page
Value: Easily accessible products through the category page
7. Give them quick options
Simple browsing and selection through the category page
Show multiple product SKUs
Show Quick View on hover

25. Key Takeaway:
The faster and easier the shopping experience is for the visitor,
the more likely that the visitor will convert into a sale.
Browse and purchase capabilities from the category pages allow
shoppers to click less, and spend more time making educated
decisions about what to buy.
7. Give them quick options

26. Value: I am able to easily browse all categories without returning to the home page
8. Place categories just a click away
Categories should be accessible 100% of the time
Complete category layout for easy browsing

27. Product Page

28. Product is the clear
focus of this page
Value: A large image with many views draws my attention
Make the image large and in charge
9. Product Image is KING

29. Products just make sense
when they’re worn
Value: I can see myself wearing the product
Have a model wear the product
10. Show the product in use

30. Key Takeaway:
How does the shirt fit on a person? How would it
look on me?
These are questions that are immediately
answered when the product is worn by a model.
The goal is reduce ambiguity and uncertainty. The
more certain and confident the shopper is about
the product, the more likely she is going to buy.
10. Show the product in use
vs

31. Clearly marked price comparison
Value: I know how much I will save if I buy this product
Show the old price tag compared to the sale price
11. Make savings blatantly obvious

32. Showcase of products that compliment
the currently viewed item
Value: I will likely add products to my shopping cart that go together as a
complete outfit
Up-sell and cross-sell through targeted recommendations
12. Sell more through recommendations

33. Dynamic Insights easily adds the following features to your site:
1. People who bought this also bought...
2. People who viewed this also viewed...
How to implement product
recommendations on the product page:
12. Sell more through recommendations
Contact Us:
Joseph.Yi@Viralogy.com
818.939.9978
http://Viralogy.com
Viralogy recommends products that
shoppers will likely purchase together

34. Shopping Cart

35. Value: This site is legitimate and I can trust it with my money
Can I trust you with my purchase?
13. Establish full confidence
Reasons why the shopper
can trust you

36. Value: If I see a product I like, I can easily add it to my cart!
What products can I add to complete my outfit?
14. Never stop selling
Apparel and accessories that compliment
what’s in the shopping cart

37. How to implement product
recommendations in the shopping cart
14. Never stop selling
Contact Us:
Joseph.Yi@Viralogy.com
818.939.9978
http://Viralogy.com
Viralogy recommends products that
shoppers will likely add to their cart
Dynamic Insights analyzes the products in the shopping cart,
compares them to what has been purchased in the past, and
produces recommended products that will likely convert into an
up-sell for the shopper.

38. Value: All my questions are answered and I can focus on
making the purchase
How much will it cost to ship? When will the products arrive?
15. Answer all questions immediately
Exact price and ship-time

39. Key Takeaway:
Ambiguity is bad. If a shopper feels unsure about anything,
whether it’s the legitimacy of the site or how much shipping will
cost them, then they’re likely to take their business elsewhere.
Don’t wait for them to ask you the questions. Beat them to it by
answering all questions clearly on the page.
15. Answer all questions immediately

40. Clearly marked threshold for free shipping
Value: I have a clear incentive to spend just $20 more to save $7
on shipping
Use threshold notifications as incentives to shop more
16. Give them a reason to add more
Exact additional spend needed

41. Value: Makes it easy for me to click the ‘checkout’button
What makes a button appealing to click?
17. Buttons that click
1. Increase the size:
2. Add icons:
3. Add gradients and depth:
4. Use colors that stand out:
5. Describe what the button does:

42. Love your shoppers
The techniques discussed in this guide are meant to help you generate more revenue;
at the same time, your ultimate goal should be to make your shoppers happy.
A happy shopper purchases a product. A happy shopper tells her friends about your
brand and your products.
It’s not just about recommending products so that a shopper will buy them or about
giving free shipping so that the customer will spend more; it should be about making
the overall shopping experience pleasurable and fun.
Use these techniques to keep your shoppers smiling and buying!

43. Viralogy Dynamic Insights
Targeted purchase recommendations that increase sales
conversions and items per sale
Contact Us Today:
Joseph Yi
joseph.yi@viralogy.com
818.939.9978
http://Viralogy.com

44. Special thanks and credit to Jason Billingsley
his work and knowledge made this guide possible