Lots of tiny things are eating away conversion rate in online ordering. As a merchant you know that removing those pain points from the ordering process, making it as smooth and straightforward as possible is at times a big, hairy objective. But in it’s simplicity, it’s all about removing the friction.
You can tweak the design, tweak the copy, improve CTA’s. You can make the site load faster or snip some step out of the buying process.
These are all traditional tools that can provide tiny tweaks to improve the UX and help to remove friction. But if and when you have existing, good customers – let’s call them VIP’s for the sake of clarity – untraditional methods may be what you should be looking for.