Top Converting Ecommerce Businesses And How They Do It

Converting Ecommerce Sites

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With the constant increase in ecommerce trends, more small businesses are experimenting with online selling. But cart abandonment continues to be a big issue. If you want to know how sales on your ecommerce site can be improved (and who doesn’t), consider this. The experts at InFlow created video site reviews using four retail brands and point out what they did well and not so well from a conversion optimization standpoint.

The 12 minute videos are detailed and in-depth. Each looks at the four basic categories associated with an ecommerce site; orientation, navigation, destination and action pages.  The reviewers look at each webpage through the eyes of a customer and praise and critique what they find. Hopefully, you’ll be able to use some of the ideas the reviewers highlight as inspiration when optimizing your own ecommerce site for sales.

Top Converting Ecommerce Sites

CT Shirts

The navigation is relatively easy at CT Shirts. It’s user-friendly. And the orientation of the site is competitive focusing on savings. All the categories are clearly defined in the site’s admin panel. The navigation in a particular category offers plenty of options for filtering according to your requirements. This also gives the customer a great snapshot of what the company is selling. But what really makes shopping on CT Shirts a dream is not needing to open an account in order to create a wishlist. That step can be taken later when you are actually purchasing items.


Backcountry is a seller of camping essentials. The banner gives you a good sense of what the site does and of the products it has to offer. The gallery on the homepage is very interesting. It gives a feeling of an online magazine without really shouting out loud about products. And in case you don’t find what you are looking for from the gallery, the site gives you the product listing at the end. Another good thing is that all the categories are shown by brand, making it easier for you to find what you are looking for. The left navigation is self-explanatory and is convenient to scroll down. There is also an option to chat with an expert in case you stumble, which gives it a real store experience.

e-Bags (mobile version)

The categories at e-Bags are well defined with the help of smart icons. You can refine your results by various parameters like price, brand, etc. It is pretty optimized for a mobile site with all the shipping methods, payment gateways etc.

Wayfair (mobile version)

What Wayfair does is evident from the homepage where the company has its product listing. The products can be filtered by customer rating, shape, design etc. which makes it easier to see what is more popular.

If you have an ecommerce site not performing up too expected levels, examine these best in class examples. See what they can teach you about creating a better site for selling online.

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Jonha Richman Jonha Richman is a Staff Writer for Small Business Trends covering apps, ecommerce and new business models. Jonha invests through her private investment fund, JJ Richman. The firm's latest investments have been focused on real estate, equities, bonds, commodities, emerging technologies (such as AI, big data) and various other globally diversified assets.

One Reaction
  1. Interesting. It is always useful to learn from people who have already succeeded in their area. There is something in what they do that makes them succeed after all.