Ecommerce Conversion Rate Basics: 10 Fixes for a Small Online Shop

Here are ten fixes, roughly in order of how often they matter.

1. Make the product page do the selling

Show clear photos from several angles, a short description that answers the obvious questions, size or fit information, and delivery and returns details. If people have to hunt for basics, they leave.

2. Show real reviews

Reviews from real customers are one of the most persuasive things on a shop page. Display them near the buy button, and include the mixed ones, because a page of perfect reviews can feel suspicious.

3. Be upfront about delivery and returns

Surprise costs at checkout are a leading reason for abandoned baskets. State delivery prices, timings and your returns policy on the product page.

4. Make the price clear

If you offer a bundle or a discount, show the saving in pounds and what it applies to. Don’t make shoppers work it out themselves.

5. Simplify checkout

Fewer steps, fewer fields, guest checkout and the payment options people expect, such as card, Apple Pay and PayPal. Every extra form field loses buyers.

6. Speed up the site

Slow pages cost sales, particularly on mobile. Compress images, remove apps and scripts you don’t use, and test on a real phone.

7. Make it work properly on mobile

Check the whole journey on a phone: browsing, selecting a size, adding to basket, paying. Buttons need to be easy to tap and text easy to read.

8. Help people find things

Clear categories, a decent search and filters that make sense. If shoppers can’t find the product, they won’t buy it.

9. Follow up on abandoned baskets

A short email reminding people what they left behind can bring back a share of lost sales. Keep it helpful, not pushy, and respect email consent rules.

10. Give them a reason to buy now, honestly

A clear offer, such as free delivery over a set spend, works better than invented urgency. Fake countdown timers damage trust.

Look at where people drop off

Use your shop analytics to see where shoppers leave: product page, basket, delivery or payment. Fix the biggest drop first. Guessing wastes time.

Don’t forget the brand

A shop that looks and sounds like a real brand converts better than a generic template. People buy from businesses they trust. Our guide on whether your website reflects your brand covers this.

What the numbers tell you

Look at the funnel in your shop analytics. It usually runs: visits, product views, add to basket, start checkout, purchase. At each step some people drop off. The biggest drop is where you start.

• Few product views from visits: your landing pages or navigation aren’t pulling people in.
• Many views, few add to basket: the product page isn’t convincing. Look at photos, price, reviews and information.
• Many baskets, few checkouts: surprise costs, a slow basket page or a lack of trust.
• Many checkouts, few purchases: the checkout is too long or doesn’t offer the right payment options.

Product page elements that matter most

• Photography. Show the product in use, at scale and from several angles. Add a short video if it helps.
• Clear price and what’s included. No hidden extras.
• Short, specific description. Lead with benefits, then details like materials, sizes and care.
• Social proof. Real reviews and photos from customers.
• Stock and delivery. Say whether it’s in stock and when it will arrive.
• Returns and guarantees. Reassurance removes risk.

Mobile first

Most shop visits happen on phones, but desktop often converts better. If your mobile rate is much lower, look for friction: small buttons, awkward menus, pop-ups covering the screen, forms that are hard to fill in. Test the whole purchase on your own phone, regularly.

Trust signals

New visitors are cautious. Help them feel safe:

• A real address and contact details
• Clear returns and privacy policies
• Recognised payment options
• Reviews from verified buyers
• A consistent, professional look. A tidy brand signals a real business

Offers that work without being pushy

• Free delivery above a set order value, which also raises basket size
• Bundles that show a clear saving
• A small first-order discount for email sign-up, as long as it doesn’t train people to wait for sales
• Honest low-stock messages, only when they’re true

A weekly routine

Spend half an hour each week looking at your funnel. Note the biggest drop, pick one change, make it and check again in two weeks. Repeating this beats a once-a-year redesign.

Frequently asked questions

What’s a good ecommerce conversion rate?

It varies by product, price and traffic source. Track your own rate over time and aim to improve it steadily.

Should I run ads before fixing these?

Fix the obvious problems first, otherwise you’re paying to send people to a leaky page. See our landing page checklist.

Can you help with our online shop?

Yes. See our website design and performance marketing services.