7 Strategies to Optimise Your Pre-Purchase Experience

7 Strategies to Optimise Your Pre-Purchase Experience

Julie Cauville

Julie Cauville

February 16, 2023

Let's face it, in the cutthroat world of e-commerce, failing to convert a potential customer into a buyer can result in a significant loss of revenue. Studies show that the average online brand loses $29 for every customer who abandons their cart. That's why pre-purchase optimization is more crucial than ever before.

In this blog post, I'm excited to share the top 7 game-changing strategies for pre-purchase optimisation in e-commerce. By prioritizing customer experience and implementing tactics like streamlined website design and personalised recommendations, direct-to-consumer brands can minimise financial losses and maximise conversions. So, buckle up and get ready to take your e-commerce game to the next level!

Strategy 1: User-friendly website design

User-friendly website design is a critical aspect of pre-purchase optimisation. The first 50 milliseconds of a visitor's experience on your website determine their perception of your brand's credibility, so having a visually appealing and easy-to-use website and landing pages is crucial.

A user-friendly website should have:

  1. a clean layout that makes navigation a breeze,
  2. fast loading times,
  3. a responsive design that adapts to various screen sizes,
  4. use high-quality images and videos and
  5. have a clear call to action to encourage visitors to make a purchase.

Did you know that a one-second delay in page load time can result in a 7% decrease in conversions, according to a study by Forrester Research? An e-commerce store earning $50,000 per day can lose over $1 million in sales annually due to a one-second delay. On the other hand, a website with fast loading times and a visually appealing design can increase the likelihood of visitors purchasing by up to 90%.

Strategy 2: Product descriptions and images

Let me tell you something - product descriptions and images are absolutely critical when optimising the pre-purchase stage in e-commerce. According to a study by the Nielsen Norman Group, a whopping 20% of unsuccessful purchases can be attributed to inadequate information in product descriptions.

That's why it's crucial to provide your customers with comprehensive and accurate product information. By doing so, you'll not only improve your chances of making a sale, but you'll also build trust with your customers and increase the likelihood of repeat business.

In addition to product descriptions, images are crucial in the pre-purchase stage. Studies show that people take in 80% of what they see and only 20% of what they read. This means that high-quality images are essential for capturing the attention of potential customers and helping them make informed purchasing decisions. A study found that 75% of online shoppers rely on product photos when deciding on a potential purchase.

To ensure that product descriptions and images are adequate for pre-purchase optimisation, online businesses should do the following:

  1. High-quality images that accurately represent the product, including multiple angles and zoom features.
  2. Use product videos to provide a more immersive user experience to drive e-commerce conversion.
  3. The product name
  4. The product price
  5. Social Proof (Stars, Google ratings or Trustpilot)
  6. A brief product description with detailed and accurate product information, including specifications, dimensions, and materials.
  7. A reassurance block (secure payment, delivery date)
  8. A call to action

By providing comprehensive and accurate product information and high-quality images, e-commerce brands can capture the attention of potential customers and help them make informed purchasing decisions.

Strategy 3: Mobile optimisation

Mobile optimisation is more critical than ever for pre-purchase optimisation in e-commerce. With the explosive growth of e-commerce, online businesses must ensure that their websites and purchasing processes are optimised for mobile devices.

Recent statistics show that retail m-commerce sales are predicted to account for 43.4% of total retail sales in 2023, up from 41.8% in 2022. This trend emphasises the need for mobile optimisation for e-commerce businesses. In addition, smartphones now account for 87.2% of mobile sales, making it crucial for online businesses to ensure that their websites and purchasing processes are optimised for these devices.

However, simply having a mobile-friendly website is not enough. The mobile experience should be seamless and user-friendly. A survey revealed that 57% of internet users would not recommend a brand with a poorly designed mobile website. This underlines the importance of investing in mobile optimisation to improve the customer experience and increase the likelihood of making a sale.

To ensure mobile optimisation, online businesses should do the following:

  1. Design a responsive website that adjusts automatically to the device's size.
  2. Optimise the purchasing process for mobile devices, including the checkout process.
  3. Test the website on various devices to ensure a seamless and user-friendly experience.

💙 Bigblue Tip

30% of e-commerce visitors don't reach the bottom of a page.

If you have to scroll, you're likely losing an equivalent potential revenue with each visit!

The product pages that convert the most on mobile are those where you can see:

  • The product name
  • A photo
  • The price
  • A brief description
  • A call to action

As a benchmark, you can look at those of Si Si La Paillette or CAVAL made by the experts from the BlackSwan agency ⤵

Strategy 4: Customer reviews and ratings

As an e-commerce brand, customer reviews and ratings can make or break your pre-purchase optimisation strategy. Recent studies show that consumers view user-generated content as 2.4 times more authentic than content created by a brand. This makes it essential to showcase customer reviews and ratings to increase trust and credibility in your brand and products.

Incorporating customer reviews and ratings on your product pages not only provides valuable insights and information to potential customers, but it can also help them make informed buying decisions. In fact, 62% of consumers say they are more likely to buy a product if they can see customer photos and videos.

However, it's crucial to have a transparent and fair review process to avoid fake reviews and low ratings that can hurt pre-purchase optimisation. Encouraging honest and authentic customer feedback can help mitigate this risk.

Some brands that are effectively using customer reviews and ratings include Lashilé and Gymshark. Their websites allow customers to leave detailed reviews, provide ratings, and read the reviews of others before making a purchase. This helps create a sense of community and enhances the customer experience.

💙 Bigblue Tip

Use Bigblue’s Tracking page to collect customers’ User Generated Content easily! Customers automatically receive a survey to rate their delivery experience when their order is delivered!

Strategy 5: Live chat support

You know that providing excellent customer support is essential for converting visitors into customers. And one of the best ways to do that is by offering live

chat support. According to recent statistics, more than half of customers prefer to stick to a business that provides live chat support. Moreover, over 50% of online consumers are more likely to purchase on digital channels from a brand that offers live chat customer service.

So, what makes live chat software for support so effective? For one, it allows you to answer customers' questions in real-time, which can be a significant factor in driving conversions.

Clear communication is also critical. Make sure that your support team uses concise language to provide accurate and helpful responses to customers' questions. Additionally, automating responses and building a knowledge base to common questions can help you provide instant answers and improve the efficiency of your live chat support and encourage visitors to add products to the cart.

Some brands that have effectively implemented live chat support include Zappos and Freshdesk. Zappos provides 24/7 live chat support with a knowledgeable and friendly staff available to help customers with product recommendations and answer their questions. Freshdesk, on the other hand, uses automated responses to provide instant answers to common questions, making their live chat support even more efficient.

💙 Bigblue Tip

Boost your customer experience and customer satisfaction with live chat support!

For an optimal experience, consider using a live chat solution like Attentive or Crisp that connects you with your customers via WhatsApp and SMS. These innovative platforms allow you to respond to customer inquiries in real-time, providing the personalised and prompt attention that today's consumers expect and maximising your sales!

Strategy 6: Abandoned cart recovery

Online shopping carts are abandoned by 69.57% of customers, according to Baymard Institute. For every 100 potential customers, 70 will leave without making a purchase. However, to effectively recover carts, it's essential to consider the following tips:

  1. Choose a trustworthy e-commerce platform: A user-friendly and easy-to-navigate platform can significantly reduce cart abandonment rates.
  2. Accept alternative payment options: Offer customers the option to pay via their preferred method, whether a credit card, PayPal, or any other alternative payment method.
  3. Offer free or discounted delivery: Free shipping or discounted delivery rates can incentivise customers to complete their purchases.
  4. Highlight your returns policy: A clear and concise returns policy can give customers the confidence to complete their purchases.
  5. Retarget cart abandoners elsewhere online! Use retargeting ads or optimise your abandoned cart emails to reach out to customers who have left items in their carts. Indeed, setting up an abandoned cart email sequence can help you recover up to 15 to 20% of those lost sales.
  6. Offer a one-click checkout: A one-click checkout process can streamline the purchase process and make it quick and easy for customers to complete their orders.
  7. Provide incentives to complete the purchase: Consider offering discounts or other incentives to customers who have abandoned their cart to encourage them to complete their purchase.

Following these tips can increase your chances of recovering lost sales and reducing the number of abandoned shopping carts.

Strategy 7: Personalised recommendations

Personalised product recommendations are an effective way of enhancing the customer experience and increasing the likelihood of conversion. The main reason behind this is that consumers want businesses to understand their specific requirements and expectations. According to a survey, 66% of consumers expect brands to understand their needs.

Moreover, many consumers have preferred brands that offer personalised services or experiences. 77% of consumers have chosen, recommended, or even paid more for a brand that provides a customised service.

To effectively use personalised product recommendations, it's essential to use data-driven algorithms that suggest products relevant to the customer's interests and previous purchases. This can be achieved by collecting data from the customer's browsing and purchase history. Doing so will make the recommendations more likely to be accurate and valuable to the customer.

Another tip is to ensure customers can easily view and purchase recommended products. This can be achieved by displaying relevant recommendations in a prominent location on your website or app or even through email marketing.

Finally, it's important to note that 83% of consumers are willing to share their data to create a more personalised experience. You can use customer data to make better recommendations and improve the customer experience.

In conclusion, personalised recommendations can significantly improve the customer experience and increase the chances of conversion. By collecting data, and making relevant recommendations, DtoC brands can effectively use personalised recommendations to boost their sales and improve customer satisfaction.


In conclusion, e-commerce businesses can significantly benefit from utilising various tactics to improve the pre-purchase experience, enhance customer experience, and increase conversions. From providing detailed and visually appealing product descriptions and images to offering live chat support and personalised recommendations, businesses can take many steps to improve the online shopping experience for their customers.

By keeping these tips in mind, e-commerce businesses can create a seamless and enjoyable shopping journey that leads to increased customer satisfaction and sales. Remember, the ultimate goal is to provide the best possible experience for your customers, and the results will follow.

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