eCommerce

eCommerce optimisation

If you’re paying for traffic, a small improvement in conversion can be worth more than a big increase in visitors. We look at the whole store and fix what’s costing you the most.

Discuss Your Project

Start with your own numbers. A funnel report shows where people drop out: home to category, category to product, product to basket, basket to checkout, checkout to order. Benchmarks you read online vary hugely by sector and price, so comparing against your own past performance and between devices is more useful. If mobile converts at a fraction of the desktop rate, that gap alone tells you where to look.

Then ask why. Session recordings show people struggling with filters. Site search reports reveal what people want and can’t find, and searches returning nothing are a list of quick wins. Customer service questions show what your product pages fail to answer. The most useful ideas usually come from these sources, rather than from a list of “best practices”.

How this differs from CRO

Our conversion rate optimisation service focuses on structured testing for any website. This service is store-specific and wider, including catalogue and merchandising, page speed, average order value, and operational issues such as stock accuracy and delivery promises. Many stores don’t have enough traffic for reliable A/B tests, so we make evidence-based improvements instead, and monitor the results.

Where stores commonly leak money

Mobile underperformance

Plenty of mobile visitors, but a far lower conversion rate than desktop.

Failed site searches

People look for products you stock and get no results.

Low average order value

No sensible bundles, thresholds or relevant suggestions.

Basket abandonment

Surprise delivery costs and unclear return terms.

What the work includes

Store audit

Analytics, journeys and technical review, leading to a prioritised list with expected impact.

Analytics fixes

Reliable GA4 eCommerce tracking, so that decisions rest on accurate data.

Speed improvements

Faster product and category pages, focused on mobile.

Merchandising

Better search, filters, sorting and related products.

Checkout improvements

Express payments, clearer costs and fewer fields.

Retention basics

Basket reminders and post-purchase flows, in line with email marketing rules.

Where it fits

  • Stores paying for traffic with flat sales
  • Retailers with a big gap between mobile and desktop
  • Preparing for Black Friday or peak season

Technology

  • GA4
  • Google Tag Manager
  • Microsoft Clarity
  • Shopify
  • WooCommerce
  • Klaviyo
  • Algolia
  • Lighthouse

eCommerce Optimisation questions

What’s a good conversion rate?
It varies so much by sector, price and traffic source that averages are of limited use. Compare against your own history, and across devices and channels.
Do we need A/B testing?
Only if you have enough orders to reach reliable results in a reasonable time. Otherwise, make evidence-based changes and watch your numbers carefully.
How quickly will we see results?
Some fixes show up within weeks, such as repairing broken journeys. Others take longer to measure, particularly at lower traffic levels or around seasonal changes.

Related services

Interested in eCommerce Optimisation?

Outline what you need, and we will reply by email with questions or next steps.

Start a Project