Increase conversions by optimising for e-commerce

From SEO strategies to social campaigns, you’re putting in a lot of effort to attract your ideal audience to your website. But if those visitors aren’t converting then that hard work is going to waste.

We all know how competitive the ecommerce landscape is, and a well-optimised site is the difference between a visitor making that all-important purchase or hopping over to a competitor’s website. In fact, in 2025, your site is your most valuable sales assistant. It works around the clock, greets every visitor and (if set up properly) guides them smoothly from interest to checkout. But too often, sites are full of friction with slow load times, confusing navigation and unclear calls to action. This means missed opportunities and lost sales.

But it’s not all bad news because small, strategic changes can have a big impact. Here’s how to turn more browsers into buyers by optimising your site for conversion.

Prioritise performance (speed = sales)

Let’s start with the basics: site speed. According to Google, the probability of a bounce increases by 32% as page load time goes from one to three seconds. That’s a big deal for your bottom line. So here’s how you can improve your speed:

• Compress images (without compromising quality)

• Use a content delivery network (CDN) for faster global load times

• Minify CSS, JavaScript and HTML

• Choose a reliable, scalable hosting provider

A streamlined site doesn’t just improve UX, it’s also a positive ranking factor for SEO - driving even more traffic your way.

Streamline navigation

Shoppers want to find what they’re looking for. And fast. Your site structure should make that easy, not overwhelming. Use clear, descriptive categories and filters (e.g “Vegan Skincare” not just “Other”), add predictive search to speed up discovery, and show recently viewed items. Because if people can’t find it, they can’t buy it.

Optimise product pages

Product pages are where decisions happen. Each one needs to do the heavy lifting - building trust, answering questions and prompting action. Here are some product page must-haves:

• High-quality, zoomable images (and ideally, video)
• Clear product descriptions focused on benefits, not just features
• Sizing guides, reviews and FAQs
• Transparent pricing, shipping and returns infoUnmissable “Add to Basket” buttons

Consider adding urgency cues like low stock indicators or limited-time offers. But keep it honest - remember, trust matters.

Make checkout frictionless

Cart abandonment is one of the biggest conversion killers in retail, and optimising your checkout flow can recover a surprising number of sales. Offer guest checkout (don’t force account creation), use address auto-complete and clearly display delivery costs upfront. Oh, and make sure you offer multiple payment options, including one-click purchase. A smooth checkout should feel like a seamless next step of the shopping experience, not an arduous admin job.

Build trust with transparency

People buy from brands they trust. So your site should answer the unspoken questions: is this legit? Will I be happy with my purchase? To quell those concerns and build that trust add customer reviews and testimonials. Include real user-generated content (like Instagram galleries or tagged photos) so shoppers can see the product IRL. Make sure your certifications are clearly displayed (eco-friendly, cruelty-free, B Corp etc). And bring customer support options to the forefront. For bonus points, highlight your returns policy and satisfaction guarantees - removing this perceived risk makes it easier for people to hit buy.

Get personal

Personalisation doesn’t mean being creepy, it means being helpful. When done right, it improves both customer satisfaction and conversion rates. Her are some ways you can personalise:

• Show recently viewed items or abandoned carts
• Recommend items based on browsing or purchase history
• Use location to tailor delivery options
• Greet returning users by name (where appropriate)

These little touches add up to a site that feels designed just for them, a brand that values their custom and a company that they want to support.

Don’t stop optimising

Optimisation should be ongoing - let the data guide your decisions, and never stop iterating. Use tools like Google Analytics, Hotjar or Clarity to understand where users drop off, what pages convert best and where enhancements can be made. A/B test your CTAs, product shots, homepage banners and checkout layout to continually improve performance. 

Ultimately, increasing conversions isn’t about gaming the system - it’s about designing a more enjoyable experience for your customers. When your site feels easy, intuitive and trustworthy, people buy more. And they come back.

Need a hand levelling up your site’s performance? Have a look at our digital services to see how we help retail brands build beautiful, buyer-friendly websites that people love to shop.