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7 Effective Ways to Optimize Your E-Commerce Conversion Funnel



7 effective ways to optimize your e commerce conversion funnel

Building a good conversion funnel on your e-commerce site means optimizing it in many different ways that can enhance your conversions and profits. This includes many practices that contain the whole design of your site, not just one aspect of it. You will have to provide a complete package for your users.

The conversion funnel consists of many smaller stages, and each of them can increase your chance of getting more sales on your site. Here, we will take a look at what a conversion funnel is, the parts that it consists of, and the 7 best ways to optimize the conversion funnel to make more sales.

The Conversion Funnel

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It’s easier said than done; all you have to do is optimize your funnel, and offer a worthy service or products, and you will be on a good way to more sales, right? Well often, it is more complicated than that. Customers can be unpredictable, but improving and building a good conversion funnel brings a lot of new sales.

But what is a conversion funnel exactly? It is a path that your customer or user must walk or take on your site before they get to your cart and complete the purchase. There are 4 different stages of a conversion funnel, and in each stage, the numbers drop off, which is expected. The way we can optimize this funnel is by lowering those drop-off numbers in each stage of the funnel.

The 4 stages of the funnel are:

  1. The Landing Page (Interest-Visit)
  2. The Product Page (Consideration-Discovery)
  3. The Shopping Cart (Decision-Check out)
  4. Purchase (Loyalty-Orders)
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To make the most out of this funnel, each of those stages needs to be optimized in some ways. In this article, we will take a look at conversion rate optimization best practices.


What do those stages mean? To begin with, all the customers that visit your site in one shape or another will start with the landing page. This is the most important step in the funnel, and where the drop-off number is the largest. In this stage your customers will get the awareness of your products and services, and where you must hook them to these. You will have to provide interesting content like free blog posts, articles, guides, and even some video guides and demonstrations to get their interest.

The next process of the funnel, where usually only 40-50% of the people from the landing page come, is the product pages. In this step, users will be curious about your products as you’ve hooked them with an interesting landing page. It is a crucial step, and it is where you should provide wholesome and interesting product pages. Talk about your products and give them some value, but don’t forget to include the specific details that some customers will be interested in.

After the customers decide that your product page was engaging enough to buy the product, they will enter the shopping cart phase of the funnel. This is a crucial step on the way to the purchase, and poor shopping carts are often the reason why people abandon purchases. They might add products to the cart, but they never complete the purchase. There are some good practices that can lower the number of abandonments of your carts.

The last step is the purchase, where users decide to buy something. These are the people that go through the whole funnel, and it is this number that you will want to increase. Having a good checkout system is important, but it is all about providing satisfactory products and transparent transactions that you should be looking for in this stage.

Now, let’s take a look at some of the best ways to improve your funnel in general, which involves actions.

Optimize your E-Commerce Funnel

1. Attract Customers Through Social Media (Interest Stage)

Marketing is part of the first stage of the funnel, the one which leads users to your landing page. Social media marketing that is, being active on different social media platforms has several advantages. About 90% of marketers claimed that social media created large exposure for their business. Among others, you can grow your brand awareness, generate more inbound traffic, improve brand loyalty, increase your search engine rankings and the most important boost your conversion rate.

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Facebook is a social media platform that almost everyone in the world knows, it also has the most users. That is why it is important to set up an effective tactic that will bring Facebook users to your site. Facebook use among U.S. marketers slightly grew from 86.3% in 2018 to 86.8% in 2019. This number will possibly extend to 87.1% in 2020.

Facebook Ads are great, but that itself is not enough. It is about making attractive ads that promote your products well and then creating an attractive landing page that will inspire your visitors to continue down the conversion funnel.

2. Offer Free and Engaging Content on Your Landing Page (Interest Stage)

The purpose of your landing page is to attract users and make them want to buy your products, or at least to make them interested. People seem to choose pages and products that offer them value, and during this step, you need to do that.


This can include mini blog posts about your products or services, various promotional articles – these shouldn’t be about your products only, it can also be:

  • bullet points
  • numbered lists
  • ‘How it works’ section
  • sales letter
  • first-person video
  • quick quiz
  • ‘Our story’ section
  • comparison chart
  • accolades
  • testimonials
  • user-generated content (UGC)
  • staff profiles
  • interactive content
  • photo spread
  • icon set
  • illustrations and diagrams
  • schedules and syllabi
  • FAQs

3. Use Social Proof on Your Product Pages (Consideration Stage)

When you are presenting your products on your products page, it is important to display some sort of proof, confirmation that your products are worth the customers’ time, money and maybe efforts. The best way to do it is by displaying social proof (customer reviews, posts, or helpful comments) on the product page. That way, your products will look more worthwhile.

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A report from Minter found 70% of Americans are looking for opinions from review sites before making purchases. Good news BrightLocal found that 88% of consumers trust online reviews as much as personal recommendations.

 4. Optimize Your Product Pages (Consideration Stage)

The next step is a crucial one and is one that you should do if you haven’t already – optimize the product pages.


That includes giving customers all the information they need. The product descriptions shouldn’t be boring, for example, describe how it would make them feel, but make sure it includes some technical information as well.

Also, add practical call-to-action buttons on your site that would allow customers to buy quickly, and provide all the necessary info – shipping, costs and fees, and everything else. You can find great inspirations for your CTAs, but make sure that it’s fun, unique, and irresistible.

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One factor that can not be neglected when talking about optimizing a product page is web analytics, especially qualitative web analytics tools like heatmaps, and session replays. They help you answer all the questions that start with “Why” during the process of optimization.

5. Introduce Exit-Intent Triggers (Shopping Cart Stage)

Too many shopping carts get abandoned. Fortunately, there are many things you can do to decrease that number.

One of the best actions you can take is creating a pop-up message when the customer is about to leave the cart. You can do that with exit-intent triggers, which can be very effective for this.

You can combine triggers for a better result. For example, Pixojet uses a popup with an exit-intent and a timed trigger.

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6. Optimize Your Checkouts System (Shopping Cart Stage)

One of the most important parts of your conversion funnel is your checkout system. 7 out of every 10 visitors leave the checkout page without buying anything. And that’s a big number, there are several evergreen ideas to reduce that:

  • Offer prices in local currencies
  • Don’t make shoppers register

In a study, they found that around 30% of shoppers abandoned the checkout process when they were asked to sign up. Instead offer a guest checkout or create a user account automatically.

  • Free shipping and free returns

Consider adjusting your product prices to include shipping. For NuFace, an online shop selling skincare products, adding a simple “free shipping on orders above $75” banner on their homepage increased orders by 90%.


  • Mobile-friendly design

Be responsive to all different kinds of mobile devices, that means use tappable buttons, make sure that it loads quickly (reduce the number of pictures), make navigation easier (align forms vertically).

7. Offer a Loyalty Program and Promote it (Loyalty)

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The last step is one that never stops – keeping your customers loyal to you. It is an ongoing process that helps you create long-lasting relationships. Here, you can offer a special loyalty program with discounts and special offers for those who purchase more than once from you. You need to promote your loyalty program so that customers are aware of what they earn if they are loyal to you.

In a report, 84% of consumers said that they’re more likely to stick with a brand that offers a loyalty program. And 66% of customers confirmed that the fact that they are able to earn rewards changes their spending behavior.


Improving your conversion funnel is one of the most important tasks for businesses. It is an ongoing process, but one that is certainly worth your time. If you do it the right way and strive to improve something constantly, then results await.

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Best Practices for Business Growth



Best Practices for Business Growth

*This article was authored by Meredith Unger, Creative Strategist at Tinuiti

If you find yourself scrutinizing your ads and questioning their performance, the culprit might be your creative. Have you ever pondered why certain ads outshine others or why one format yields success while another falls flat? We have too.

The demand for better, more measurable ROAS is understandably driving advertising budgets towards digital media channels, which is where performance data comes standard. Here all creative can be considered performance marketing, enabling us to transform insights into strategies that drive more cost-effective ad spend across platforms.

In this article, we will break down what creative strategy means and how it is an overlooked but powerful tool in maximizing your ROI. Discover how creative strategy can empower you to optimize your returns through more efficient messaging that resonates with your audience.


What is a Creative Strategy?

A creative strategy is an organized plan of action for deploying an idea or creative platform. This helps brands develop content in a consistent and methodical way that supports specific KPIs and facilitates overall business growth.

It consists of three major parts: the platform itself (what the idea is for solving a business problem), communication orchestration (where and how pieces of the campaign click together) and tactics (what the specific ad unit executions should look like). 

Creative Strategy vs. Creative Brief

Creative strategy and a traditional creative brief are similar but different. While creative briefs are often seen as perfunctory documents containing target audience information, product value propositions, and specifications; creative strategy blends traditional briefing with insights and relevant industry research to build upon past performance and audience trends. 

In short, creative briefs outline what you need, and creative strategy focuses on how you will make it resonate.

Why is it Important to Implement a Creative Strategy?

Without a creative strategy, your ads may not be any different or distinguishable from your competitors. Creative strategy addresses the “why us, why now” aspects of a message. 

Business Insider conducted an experiment on TikTok to see how many ads they encountered in a two-hour scroll; the results revealed 140 ads within 500 videos during the scrolling period. As you might imagine, viewers will only remember a handful of these ads, and an even smaller number actually purchase anything. 


According to Nielsen, great creative is the best way to ensure your ad leads to that coveted purchase. One of their studies found that creative was the largest factor (47%) driving ROI and sales over any other advertising element. In an internet full of competing messages, having a good creative strategy is imperative to ensure your messaging reaches your audience and stands out in the sea of sameness.

Across our routines, we are exposed to thousands of ads a day in various formats from billboards, podcast sponsorships, affiliate content, Meta, TikTok, Reddit, Google… the list goes on. Out of all the messages and marketing, how will your brand use its spend and bandwidth efficiently?

6 Best Practices When Developing a Creative Strategy

Now that we see how vital creative strategy is to improving our ROI, how do we make sure we know how to build a strategy that is effective? Below, we will break down our best practices for crafting a creative strategy that drives results.

1. Define Your Goals and KPIs

Determine the business outcome you are most interested in improving. For example, are you looking to increase awareness or boost sales? If you are aiming to increase awareness, what does success look like? For awareness, you might be seeking a certain CPM, impression share, etc. Success might look like decreasing your CPMs by X%.

Having defined goals and KPIs to aim for will help measure the creative’s success and inform the messaging strategy based on where it falls in the funnel.

2. Find Your Target Audience

In order to create copy and imagery that resonates most with the audience, we need to define whom we are trying to reach and add any research about what they currently know or think of our brand. This piece is critical to consider any audience barriers, motivators, or preferences so we can customize our creative to speak most effectively to the main audience.


Tip: Stick to a maximum of 2-3 key audiences to ensure your message isn’t too broad and watered down.

3. Look Back at Prior Performance and Research Competitors

When it comes to creative strategy, looking at past performance is crucial for determining how to move forward and build upon what we know. If you have not done a lot of creative testing up to this point, you can still learn directionally from what worked or didn’t in the last few months.

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Take a look at 3-5 top and bottom performers based on the same key KPI and audience you are trying to reach for this project. It can also be helpful to take a look at what your competitors are doing and summarize your findings to help distinguish your message and answer any comparison questions before the audience seeks them out.

4. Break Down Your Advertising Campaign by Deliverable and Funnel Position

Include important nuances and specs for your production team so that each creative is right-sized for the platform. Ideally, you want to create messaging for the platform vs. resizing from one and retrofitting for all others. This is also a good place to remind them of where each deliverable will live in the funnel or campaign so the messaging fits the desired action.

Here is where you can start to assign specific tests to iterate on within the campaign to learn how your audience reacts to certain creative elements.

5. Right-Sizing The Strategy Against Your Budget

Once you have the creative strategy, asset mix, specs, and testing planned, you will need to determine what budget is best to fit the number of assets for the period of time you want them to run.


If you have a smaller budget, you may want to pare back the number of assets and tests you run at one time to make sure enough spend gets to the test versions. If you have a large budget, it might be a good time to play with more intentional tests and determine which channels need the most support.

6. Determine Your Ideal Timeline

Now that you know what, how, and why you want to produce new creative, determine when you need it and how long it will take to be ready to launch. Sometimes the best plan is the simplest. If time doesn’t allow for multiple tests, prioritize the most impactful variations and plan accordingly.

Your timeline should include any content refreshes you expect based on channel fatigue. For example, if your campaign is running on TikTok, you may want to stagger your creative so you can refresh it more often throughout your flight.

7. Gather Insights and Repeat

Once the project is kicked off and your creative is live, the process is just beginning. In order to build upon your creative strategy for the next time, keep a pulse on the performance throughout your campaign run and recommend any adjustments as needed to the creative to boost performance. Once the campaign wraps, collect data and analyze which variations were winners and what you should hold off on and test again at a later date. Iterate and repeat the process.

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The right creative agency should help guide the messaging and formats that will work hardest for each channel and placement based on facts and performance, not guesswork. By analyzing past performance, marketing teams can learn what messages, media types, and imagery led to improved KPIs performance while tailoring their approach for the next creative campaign. Strategic messaging, testing, and insights are absolutely imperative when forming a plan for creative that delivers real results and pushes past the clutter.


With new platforms and ad types popping up daily, a well-crafted creative strategy is necessary to keep from falling behind your competitors. As we discussed, creating effective ads goes beyond where you put them and how much you spend; it relies on the balance of art and science. Creative strategy will allow you to define your goals, understand your target audience deeper and harness insights from you and your competitors past performance. 


But the job doesn’t end with creative execution. Creative strategy relies on continuous adaptation and iteration to find the right message and format for your brand. Just as the platforms and mediums evolve, so must our approach to our creative. Creative strategy is all about looking deeper, digging into the data and ultimately making sure your creative drives the coveted return on investment. 

Want to learn more? Check out our recent examples of creative client success or contact us today!

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Optimizing Zoom’s digital experience for explosive growth



Optimizing Zoom's digital experience for explosive growth

In February 2020, Zoom had millions of weekly visitors to their site, all of whom were coming to to do a handful of activities. Flashforward a month later to March, and Zoom’s traffic spiked to tens of millions of visitors every week. Those visitors arrived to not only use Zoom for a couple of work calls per week, but to entirely reinvent how they interacted with colleagues, partners, teachers, students, and even friends and family.   

Zoom used this opportunity to transform its users’ experience into incredible growth and customer happiness across geographies and verticals. How did they do it?  

At Opticon ’23, Alex London, Head of Digital Zoom and Jay Dettling, CEO of Hero Digital, joined Alex Atzberger, CEO, Optimizely to share how Zoom re-built their entire digital ecosystem. 

Keep reading to learn how Zoom partnered with Hero Digital and Optimizely to transform its customer experience and drive stellar results including these early wins: 

  • Page load improved by 60% 
  • Speed to market improved by 50% 
  • Conversion improvement of 10% 
  • Publishing time from days to minutes (reduced by about half) 

The Year the World “Hopped on a Zoom Call” — & What Came Next

In March 2020, Zoom watched as web traffic, sign-ups, users and attendees grew from millions to hundreds of millions virtually overnight. Not only did its customer base and user group skyrocket, but its core use cases did, too: online meeting rooms were now used to host weddings, game nights, and math classes. At the same time, corporate brainstorms, sales calls, and even government processes requiring the highest security clearances moved to  Zoom to continue working as normally as possible. 

To meet the incredible demand for new use cases and services, the Zoom team had to ideate, test, and ship new products and features on a timeline that the internal teams refer to as “at the speed of Zoom.” Their success meant that their brand entered a hallowed hall of exclusive brands whose names made the transition from noun to verb. It was the year of: “Can we Zoom?” 

Getting there wasn’t just about building and launching products and features;  that was only half the battle. To scale and continue delivering happiness to customers, the team needed to ensure they told the story of Zoom across all customer touchpoints. 

Their goals

  1. Reimagine and rebuild the entire digital stack (including attribution models, analytics systems, acquisition, and localization) 
  2. Move from an existing agnostic, one-size-fits-all model to a global, flexible digital experience to cater to personas, geographies, and use cases 
  3. Improve their speed to market to continue moving “at the speed of Zoom” 

The Tactical Challenges of Reimagining Zoom’s Digital Stack 

Zoom’s overarching goal was to put the story at every single touchpoint of the customer journey. Given the dramatic change in their business, building a new site for Zoom would be incredibly complicated. Yet, if they succeeded, they’d generate demand, better enable purchases, and support its users.  

So how did they do it? Before making the leap, they looked to their strategic partners — Hero Digital and Optimizely.




Zoom needed a new digital foundation to achieve all of its goals at scale. More importantly, their new foundation needed to untangle serious web traffic complexity.

Zoom has four primary visitor types — all arriving on Zoom’s marketing website by the millions. They include: 

  • Individuals and SMEs buying Zoom online 
  • Demo requests 
  • Product support requests 
  • Users and attendees accessing Zoom’s website as part of their workflow 

To add even more complexity, the teams needed to account for multi-lingual requirements for 20+ languages across the globe. 

“How do we build for these four levels of complexity? And how quickly can we move to tell our new platform story?” – Alex London, Head of Digital at Zoom

Before anything else, Zoom needed to build a new design system, and Hero Digital stepped in to help. Together, they built a minimum versatile component library that would scale across the website, mobile, ads, and anywhere else Zoom encountered customers. The initial minimum library featured 38 components with 29 variants and 8 page templates. 

Zoom also had to untangle the domain and subdomain issues of their own making. The past choice to build their digital foundation on ‘’ and create new subdomains for customers (coming in north of 10k subdomains) meant speed and ranking were complicated. Essentially, Zoom was competing with 10k+ sites that Zoom itself had created.  

Resolving this problem by choosing to unify content on a single domain, Zoom, Hero Digital, and Optimizely got to work. 

Hero Digital’s Foundation + Optimizely’s Architecture = Moving at the Speed of Zoom

By partnering with Hero Digital and Optimizely, Zoom reimagined its complete customer experience and upgraded to a best-in-class technology platform that combines AI-accelerated workflows with experiment-driven digital experiences. 


The team deployed the Optimizely Digital Experience Platform, featuring Optimizely Content Management System, Content Management Platform, and Experimentation, as the architecture to bring their foundation to life and scale faster than they could ever imagine.

Component Library + Optimizely CMS  

One of Zoom’s goals was to move from its existing agnostic model to a global, flexible digital experience to cater to personas, geographies, and use cases. To do that, they needed a modern content management system. 

In the first phase of the build, the team focused on Zoom’s marketing site, now untangled but still over 200 pages. They established a foundation on Optimizely’s Content Management System to create a foundation with a migration plan over months. 

Even in the earliest stages, the results were huge because the CMS meant Zoom can could now push global changes in just minutes. They save hundreds of hours of work across the company by: 

  • Eliminating the devops processes, which previously took days or weeks to work through
  • Reducing publishing processes by half even with new added governance steps


Optimizely’s Content Marketing Platform

Improving speed to market was Zoom’s third goal. With the first two goals unlocked by their phased migration to Optimizely’s CMS, they needed to not only unblock the velocity but also the creativity and collaboration in producing new content. Zoom’s teams receive 80-100 requests a week for new content across their digital properties. 


For Zoom, the re-build of the intake process for content requests was a key component of speeding up their processes. They built in guard rails and governance processes that when used within the CMP, reduced publishing time to minutes rather than days.



Now, with the first three goals— a reimagined digital stack, a flexible digital experience, and improved speed to market—accomplished, Zoom will focus on its next digital phase: experimentation and personalization. 

How could a digital experience platform help you navigate the next phase of your business? Learn more from the experts with access to The Forrester Wave: Digital Experience Platforms, Q4 2023 report.



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The Role of Enterprise Mobility Management in Modern Businesses



The Role of Enterprise Mobility Management in Modern Businesses

In today’s fast-paced business environment, Enterprise Mobility Management (EMM) has emerged as a critical facilitator for enhancing operational efficiency and competitiveness. EMM solutions streamline workflows, ensuring that enterprises can adapt to the rapidly changing digital landscape. This blog discusses the indispensable role of EMM in modern businesses, focusing on how it revolutionizes workflows and positions businesses for success.

EMM solutions act as the backbone for securely managing mobile devices, applications, and content that facilitate remote work and on-the-go access to company resources. With a robust EMM platform, businesses can ensure data protection and compliance with regulatory requirements, even in highly dynamic environments. This not only minimizes the risk of data breaches but also reinforces the company’s reputation for reliability and security.

Seamless Integration Across Devices

In today’s digital era, seamless integration across devices is not just a luxury; it’s a necessity for maintaining operational fluency within any organization. Our EMM solutions are designed to ensure that employees have secure and efficient access to the necessary resources, irrespective of the device being used. This cross-platform compatibility significantly enhances productivity by allowing for a unified user experience that supports both the agility and dynamism required in modern business operations. Leveraging cutting-edge technology, our solutions provide a cohesive ecosystem where data flows securely and effortlessly across mobile phones, tablets, and laptops, ensuring that your workforce remains connected and productive, regardless of their physical location. The adoption of our EMM solutions speaks volumes about an organization’s commitment to fostering a technologically forward and secure working environment, echoing its dedication to innovation and excellence.

Enhanced Productivity

EMM facilitates the seamless integration of mobile devices into the corporate environment, enabling employees to access corporate resources from anywhere. This flexibility significantly enhances productivity by allowing tasks to be completed outside of traditional office settings.

Unified Endpoint Management

The incorporation of Unified Endpoint Management (UEM) within EMM solutions ensures that both mobile and fixed devices can be managed from a single console, simplifying IT operations and enhancing security.


Advanced Security Protocols

Where cyber threats loom larger than ever, our EMM solutions incorporate cutting-edge security protocols designed to shield your organization’s data from unauthorized access and breaches. By consistently updating and refining our security measures, we ensure your assets are protected by the most advanced defenses available. This commitment to security not only safeguards your information but also reinforces your company’s reputation as a secure and trustworthy enterprise.

Data Protection

EMM solutions implement robust security measures to protect sensitive corporate data across all mobile devices. This includes encryption, secure VPN connections, and the ability to remotely wipe data from lost or stolen devices, thereby mitigating potential data breaches.

Compliance Management

By enforcing security policies and ensuring compliance with regulatory standards, EMM helps businesses avoid costly fines and reputational damage associated with data breaches.

Driving Operational Efficiency

In the quest to drive operational efficiency, our solutions streamline processes, reduce redundancies, and automate routine tasks. By leveraging cutting-edge technologies, we empower businesses to optimize their workflows, resulting in significant time and cost savings. Our approach not only enhances operational agility but also positions your organization at the forefront of innovation, setting a new standard in your industry.

Automated Workflows

By automating repetitive tasks, EMM reduces manual efforts, increases accuracy, and speeds up business processes. This automation supports operational efficiency and allows employees to focus on more strategic tasks.

Real-time Communication and Collaboration

EMM enhances communication and collaboration among team members by providing tools that facilitate real-time interactions. This immediate exchange of information accelerates decision-making processes and improves project outcomes.


Testimonials from Industry Leaders

Leaders in various industries have witnessed tangible benefits from implementing EMM solutions, including increased productivity, improved security, and enhanced operational efficiency. Testimonials from these leaders underscore the transformative impact of EMM on their businesses, solidifying its vital role in modern operational strategies.

Our commitment to innovation and excellence propels us to continually refine our EMM solutions, ensuring they remain at the cutting edge of technology. This dedication not only solidifies our standing as industry leaders but also guarantees that our clients receive the most advanced and effective operational tools available, tailored specifically to meet their unique business challenges.

Looking Ahead

The evolution of EMM solutions continues at a rapid pace, with advancements in technology such as Artificial Intelligence (AI), Machine Learning (ML), and the Internet of Things (IoT) further enhancing their capabilities. These developments promise even greater efficiencies, security measures, and competitive advantages for businesses willing to invest in the future of mobility management.

Our proactive approach to integrating emerging technologies with EMM solutions positions our clients at the forefront of their industries. By leveraging our deep technical expertise and industry insights, we empower businesses to not only adapt to but also lead in an increasingly digital world, ensuring they remain competitive and resilient amidst rapid technological shifts.

In conclusion, the role of Enterprise Mobility Management in modern businesses cannot be overstated. Its ability to revolutionize workflows, enhance security, and drive operational efficiency positions it as a foundational element of digital transformation strategies. We invite businesses to explore the potential of EMM solutions and partner with us to achieve unprecedented levels of success and innovation in the digital era. Together, we can redefine the boundaries of what is possible in business operations and set new benchmarks for excellence in the industry.

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