The Seven Forgotten Pages of Magento and How to Optimize Them

April 9, 2013

By: Magento Partners,


The Seven Forgotten Pages of Magento and How to Optimize Them

Magento Enterprise Edition’s growing popularity as an eCommerce solution stems, in part, from its robust set of features and tools, making it an ideal platform for businesses of all sizes. Out of the box, its powerful, flexible options allow developers and businesses to seamlessly fulfill a wide range of eCommerce essentials, positioning these sites for growth and scalability.

However, with some creative customizations, your Magento Enterprise Edition store can be further optimized by updating these seven, “forgotten” pages.

Popular Magento Pages For Sites (Based On Aggregated Data)

Empty Shopping Cart

Occasionally, customers find their way into a shopping cart that doesn’t have any products in it. This Empty Shopping Cart page is a great place to include a call to action or an incentive that would keep customers on your site and drive them to purchase. As a bonus, this will also contribute to brand building.

An example of a call to action is to cross-sell and upsell, or to show them items from their wish list that are on sale. To incentivize customers to purchase, try a coupon discount towards their purchase.

Empty shopping cart without targeted incentives to customer

Empty shopping cart that offers an “Easter egg” discovery of discount code

Forgot Password

The “Forgot Password” process is frustrating, but you can still optimize it.

Some websites try to empathize with frustrated users who have forgotten their passwords with statements like “Oops!” or “That’s OK, we all do it,” but a straightforward approach is better.

Keep it simple and don’t identify your forgetful user’s misplacement of their password. Whether you direct them to an email confirmation, or continue on to an in-browser password reset workflow, show your loyal customer what they will have access to once they reset or retrieve their password. For example, offer a few of your new items, or, with a little customization, show them the featured banners from your home page.

You can also transform your customer’s negative experience into an unexpectedly positive one by giving them a discount code or offer for when they re-login. This is a great incentive to complete the password reset process, re-enter your site and purchase.

My Account Dashboard (without any orders or addresses)

The My Account Dashboard page in Magento Enterprise Edition provides an intuitive layout that helps create a smoother, more positive experience for the customer, but you can still optimize it to keep your customers shopping.

There is very little that is both informational and sales-driven on this page. Try customizing to show items they have recently viewed to get them back to shopping.

My Account Dashboard page without any targeted or personalized incentives

My Account Dashboard page with targeted banner and discount = added incentive to purchase

Order Success Page

The Order Success Page is one of the most anticipated pages in the eCommerce workflow, and it is probably the best place to build your return customer-base and display targeted marketing content.

This page is a great place for cross-selling and upselling, and for encouraging customers to share their purchase via social media.

You can also offer a coupon code or links to a referral program and your community or blog pages.


Research1 shows that shipping and delivery play a direct role in shopping cart abandonment and conversion rates, and online order tracking is one of the most requested shipping features. Customers are willing to wait for their orders if the expected delivery time is communicated to them, so it is important to have tracking updates and delivery notifications to inform the customers when their packages are expected to arrive.

One best practice is to display tracking information through Shipping Service APIs so customers don’t have to copy and paste the nineteen-digit tracking number and go off your site (and brand) to the carrier website.

Public Wish List

A wish list not only gives browsing customers the opportunity to save items that interest them for purchase later, it can be optimized to drive sales, which will grow your brand awareness and customer base

This makes the wish list page the perfect opportunity to advertise sales, show off featured product lines, offer special coupon codes and collect the email addresses of customers who enter your site this way.

You can also entice your customers to return by notifying them when their wish list items are on sale.

Log Out

The Log Out page is another inexpensive opportunity for you to stand-out from the crowd and connect with your audience in a unique way. Customers may only give this page a glance, but a link to hidden pages or special advertisements can catch their attention. Use a clever, timed message that asks them to click immediately.

Logged Out page without targeted banner and discount

Logged Out page with targeted banner and discount = incentive to re-login and purchase

Ecommerce businesses who strive to keep the convenience of their potential customers in the forefront of their minds will likely create a more streamlined, positive experience for their shoppers. Implementing features that add convenience and efficiency during an online transaction can decrease shopping cart abandonment.

About Pixafy
Based in New York City, Pixafy is a team of expert developers with deep experience developing world-class websites and applications, leveraging the latest technologies, content management solutions, open source platforms and web standards to solve any challenge. Pixafy takes the mystery out of web development, while helping clients whose businesses need technology, but may not be proficient in technology themselves. The team shares some of its insights via its daily blog posts. Follow Pixafy on Twitter @Pixafy.

Learn More About Magento Enterprise Edition

1. UPS-commissioned Online Shopping Customer Experience Study (May 2012)