Digital marketing agency Inflow has released its annual report on top conversion optimization features for online stores: Best in Class 2023: Conversion Optimization Features Used by Top Online Retailers. 

Through hundreds of hours of research, the agency’s CRO team analyzed more than 150 data points across 10 top-performing eCommerce sites, including Wayfair, Best Buy, Target, and more, selected by experts as the best examples of the modern online shopping experience. 

The new report reveals crucial insights for today’s online retailers, including emerging conversion optimization trends, legacy eCommerce best practices, and conversion features trending downward in 2023.

“As one of our flagship research studies, our Best in Class Report contains incredibly detailed data points that have been unmatched since its inception more than a decade ago,” Inflow President Jen Holzman said. “It’s a treasure trove of insights for any retailer looking to stay abreast of competitors and increase their online conversion rate.”

The full report, available to download today for free, includes analysis by Inflow’s top CRO strategists, with recommendations to help modern online businesses improve their shopper conversion rates.

Among the report’s top findings:

• AI chatbots are on the rise: With the proliferation of tools like ChatGPT, online stores are frequently incorporating machine learning into their customer service chat flows, with 50% of studied sites incorporating this feature.
• Third-party payments are non-negotiables: 100% of surveyed sites offer third-party payment options (PayPal, buy-now-pay-later, etc.) to their online shoppers.
• Free shipping remains the eCommerce standard: To compete with the popularity of Amazon Prime, the majority (90%) of studied sites offer free shipping, either with or without a purchase threshold.
• Entry and exit offers are on their way out: Despite their conversion optimization value, entry and exit offers are trending downward among studied sites, with only 20% displaying pop-up offers upon first visit.

“For businesses looking to do more with less in this tight economy, CRO efforts are the most cost-effective way to increase bottom-line revenue,” Holzman said. “Our Best in Class Report is a great place to start and gives marketing teams the tools they need to replicate the success we’re seeing from top online retailers.”

To learn more about the report’s findings and download it for free today, click here.