<!-- SPDX-License-Identifier: MIT -->
<!-- SPDX-FileCopyrightText: 2025-2026 Marcus Quinn -->

# Chapter 22: E-commerce CRO Deep Dive

## 22.1 Product Page Optimization

**Hero section:**
- Multiple product images (zoom, 360° view)
- Video demos
- Clear pricing with savings highlighted
- Prominent Add to Cart
- Stock indicator

**Social proof:**
- Customer reviews with photos
- Star-rating distribution
- Purchase velocity ("X people bought this today")
- Trust badges

**Product details:**
- Expandable description
- Technical specs
- Size/fit guides
- Shipping and return policies

**Image optimization:**
- At least four images (lifestyle, detail/texture, scale reference)
- Lazy loading
- WebP with fallbacks
- Alt text
- Zoom

## 22.2 Cart and Checkout Optimization

**Cart page:**
- Clear item images and descriptions
- Quantity controls and remove option
- Price breakdown (subtotal, tax, shipping)
- Promo code field
- Urgency cues ("Only 3 left," free-shipping thresholds)
- Recently viewed items

**Checkout flow:**
- Single-page checkout (lowers perceived effort)
- Multi-step checkout (progress indicators, mobile handling)
- Guest checkout and address autocomplete
- Saved payment methods
- Clear error messaging
- Order-summary sidebar

## 22.3 Mobile Commerce

**Mobile UX:**
- Touch targets ≥ 44px × 44px
- Thumb-friendly navigation
- Page load < 3 seconds
- Optimized images and minimal JS
- AMP on key pages
- Autofill and simplified forms
- One-click reordering

**Mobile payment:**
- Express checkout (Apple Pay, Google Pay, PayPal, Shop Pay, Amazon Pay)
- Friction reduction: no account required, fast confirmation

## 22.4 Personalization

### Product Recommendations

| Type | Example |
|------|---------|
| Collaborative filtering | "Customers who bought X also bought Y" |
| Content-based | "More products in [Category]" |
| Behavioral | "Based on your browsing history" |
| Popular | "Trending now" / "Best sellers" |

**Dynamic pricing:**
- First-time buyer offers and loyalty tiers
- Abandoned-cart incentives and win-back campaigns
- Countdown timers and flash deals
- Member-exclusive pricing

## 22.5 Category and Search

**Category page:**
- Filters: price sliders, color/size selectors, clear-all
- Product grid: quick view, wishlist, comparison
- Infinite-scroll vs pagination choice

**Search:**
- Autocomplete and spell correction
- Visual and voice search
- Relevance ranking and faceted navigation
- Result count and related searches

## 22.6 Post-Purchase

**Order confirmation:**
- Thank-you page with order details and timeline
- Email sequence: confirmation, tracking, review request, replenishment

**Reducing returns:**
- Pre-purchase: detailed sizing, customer photos, virtual try-on
- Post-purchase: care instructions, usage tips, support access
