Shopper spectrum / charcoal and marigold

An ecommerce conversion proposal for an outdoor store with a large catalogue, where shoppers cannot find the right product. It covers the store’s numbers with sources, where shoppers drop off, measures with targets, changes to search, filters and product pages, the first 90 days and three monthly plans.

Ecommerce Conversion Optimization Proposal

<h1 style="font-family:Barlow Condensed;font-weight:700;line-height:1;text-align:left;color:#FFF4AF"><span style="font-size:clamp(42px,11cqw,120px)">Conversion<br>optimization</span></h1>

<p style="font-family:Inter;color:#FFF4AF;text-align:left;font-size:18px;line-height:1.5">Proposal for {{CLIENT_COMPANY}}<br>by {{SELLER_COMPANY}}</p>

Overview

<h2 style="font-family:var(--proposal-font-heading);line-height:1.16;font-weight:600"><span style="font-size:clamp(28px,4.6cqw,52px)">Thank you for the conversation</span></h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">You want more of the people who visit your store to find the right product and buy it.</p>

<p>Hello {{CLIENT_NAME}},</p>
<p>Your store has 1,200 products and about 85,000 visits a month, but only 1.3% of visits end in an order. Shoppers who use search buy three times as often as everyone else, yet a quarter of searches find nothing. Boots, your biggest category, cannot be filtered by width, and 18% of them come back because the size was wrong.</p>
<p>We would fix search and filters first, then product pages, and measure every change against the numbers below.</p>
<p><strong>{{SELLER_NAME}}</strong><br>Conversion lead, {{SELLER_COMPANY}}</p>

Introduction

<h2 style="font-family:var(--proposal-font-heading);line-height:1.16;font-weight:600"><span style="font-size:clamp(28px,4.6cqw,52px)">Where shoppers drop off</span></h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">Out of every 100 visits, how many reach each step.</p>

Visits out of 100 that reach each step

<p>Searches for “waterproof boots” or “size 11” return nothing, because products are named by model.</p>

Search misses common words

<p>Boots cannot be filtered by width, use or waterproofing, so shoppers open product after product.</p>

Filters stop at colour

<p>The size guide is a link under the reviews, and only 4% of product visits open it.</p>

Size help is hidden

<p>Shoppers see when an order will arrive only on the last checkout step.</p>

Delivery dates appear late

Where shoppers drop off

<h2 style="font-family:var(--proposal-font-heading);line-height:1.16;font-weight:600"><span style="font-size:clamp(28px,4.6cqw,52px)">What we would measure</span></h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">Targets for six months after work starts.</p>

<p>Each change is tested against the current page where traffic allows. Where it does not, we release it to one category first and compare it with the others.</p>

Measures

<h2 style="font-family:var(--proposal-font-accent);font-weight:500;line-height:1.14"><span style="font-size:clamp(30px,4.2cqw,52px)">We recommend starting with search and filters, where shoppers already show what they want.</span></h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">Shoppers who search tell you what they are looking for. Fixing what they find is faster to prove than redesigning pages.</p>

<p>Search that understands how shoppers describe products.</p><ul><li>Synonyms for uses, sizes and materials</li><li>Results ranked by stock and sales</li><li>A weekly check of searches that found nothing</li></ul>

Search

<p>Filters for what matters in each category.</p><ul><li>Width, use and waterproofing for boots</li><li>Fill weight and temperature for sleeping bags</li><li>Product data cleaned so every filter works</li></ul>

Filters

<p>The answers shoppers look for, near the button.</p><ul><li>Size advice beside the size picker</li><li>Key specifications above the description</li><li>Reviews that mention fit shown first</li></ul>

Product pages

<p>No surprises at checkout.</p><ul><li>Delivery date on every product page</li><li>Free returns explained in one line</li><li>Delivery cost in the cart, not only at checkout</li></ul>

Delivery and returns

What we would change

<h2 style="font-family:var(--proposal-font-heading);line-height:1.16;font-weight:600"><span style="font-size:clamp(28px,4.6cqw,52px)">The first 90 days</span></h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">Work starts on {{START_DATE}}. You approve every change before it goes live.</p>

<p>Search and filter reports, 400 session recordings and five shoppers tested on a phone.</p>

Research

<p>Synonyms, ranking rules and new boot filters, released and measured.</p>

Search and filters

<p>Size advice and delivery dates tested on footwear pages.</p>

First 90 days

<p><strong style="font-size:1.15em">{{SELLER_NAME}}</strong><br>Conversion lead, {{SELLER_COMPANY}}</p>
<p>Search, filter and product page work for 26 stores with large catalogues, in outdoor, sports and home, since 2018. Working with:</p>
<ul><li>An analyst for the funnel and test reports</li><li>A designer for product and collection pages</li><li>A developer for search, filters and releases</li></ul>

Who you will work with

<h2 style="font-family:var(--proposal-font-heading);line-height:1.16;font-weight:600"><span style="font-size:clamp(28px,4.6cqw,52px)">Results for a similar client</span></h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">A cycling store with 2,000 products, after six months.</p>

Results for a similar client

<h2 style="font-family:var(--proposal-font-heading);line-height:1.16;font-weight:600"><span style="font-size:clamp(28px,4.6cqw,52px)">Monthly fee</span></h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">Three plans. We recommend Search, filters and product pages.</p>

Search, filters and product pages

Whole store

<p>Fees are in USD, exclude tax and are invoiced monthly in advance. Search and testing apps are billed to your accounts. This proposal is valid until {{VALID_UNTIL}}.</p>

Monthly fee

<h2 style="font-family:var(--proposal-font-heading);line-height:1.16;font-weight:600"><span style="font-size:clamp(28px,4.6cqw,52px)">Common questions</span></h2>

Questions

<h2 style="font-family:var(--proposal-font-heading);line-height:1.16;font-weight:600"><span style="font-size:clamp(28px,4.6cqw,52px)">Next steps</span></h2><p style="font-size:clamp(20px,2.1cqw,23px);line-height:1.5">How we start.</p>

Ecommerce Conversion Optimization Proposal - Preview