Conversion rate optimisation is the highest-ROI activity most eCommerce businesses underinvest in. A 1% improvement in conversion rate can translate to hundreds of thousands in additional revenue — without spending a single extra euro on advertising. This checklist distils the 25 optimisations that consistently deliver results across the stores we work with, organised by the area of your site they impact.
Homepage Optimisations
Craft a value proposition that speaks to outcomes
Your headline should communicate what the customer gets, not what you sell. "Furniture that fits your space perfectly" converts better than "Premium Furniture Store." Test different value propositions as your first A/B experiment.
Display social proof above the fold
Show your aggregate review rating, number of customers served, or notable press mentions within the first viewport. This establishes credibility before the customer invests any scrolling effort.
Implement clear, intuitive navigation
Limit top-level categories to 5-7 items. Use descriptive labels (not clever ones) and include a prominent search bar. Sites with search functionality see 1.8x higher conversion rates from visitors who use it.
Personalise the homepage for returning visitors
Show recently viewed products, personalised recommendations, or continue-shopping prompts for returning visitors. Personalised homepages convert 2-3x better than generic ones.
Product Page Optimisations
Use high-quality, zoomable product photography
Provide at least 4-5 images per product showing different angles, scale references, and lifestyle context. Enable zoom functionality and consider 360-degree views or short product videos for high-value items.
Write benefit-driven product descriptions
Lead with the benefits the customer cares about, then provide specifications. Use bullet points for scanability. Address the top 3 objections a customer might have about the product directly in the description.
Display reviews prominently with user-generated photos
Products with reviews convert 270% better than those without. Prioritise reviews that include photos, as they are 5x more persuasive. Make the review submission process frictionless to build your library.
Show clear delivery information and stock status
Display estimated delivery dates (not just "3-5 business days") next to the add-to-cart button. Show stock levels when inventory is limited. Uncertainty about delivery is one of the top reasons shoppers abandon without purchasing.
Add a sticky add-to-cart bar on mobile
As the user scrolls past the main add-to-cart button, display a persistent bar at the bottom of the screen with the product name, price, and an add-to-cart action. This removes the need to scroll back up and reduces friction at the critical moment.
Implement cross-sells and bundles
"Frequently bought together" and "Complete the look" sections can increase average order value by 10-30%. Position these below the main product details but above reviews.
Checkout Optimisations
Offer guest checkout
Forced account creation is the second most common reason for cart abandonment (after extra costs). Allow guests to check out first, then offer account creation after the purchase is complete — when the customer has already demonstrated intent.
Show a progress indicator
A clear visual showing where the customer is in the checkout process (e.g., Shipping > Payment > Confirmation) reduces anxiety and abandonment. Keep it to 3-4 steps maximum.
Minimise form fields ruthlessly
Every additional field reduces completion rates by 4-6%. Use address auto-complete, auto-detect the city from the postal code, and only ask for information that is absolutely necessary to fulfil the order.
Display all costs before the final step
Unexpected shipping costs are the number one reason for cart abandonment (48% of cases). Show shipping estimates on the product page or cart, and be transparent about taxes and duties — especially important for EU cross-border selling.
Offer multiple payment options
Beyond credit cards, include Apple Pay, Google Pay, PayPal, and local payment methods relevant to your market. For European customers, consider Klarna or similar buy-now-pay-later options, which can lift average order value by 20-30%.
Implement cart abandonment recovery
Triggered email sequences for abandoned carts recover 5-15% of lost sales on average. Send the first reminder within one hour, follow up at 24 hours, and consider a final nudge with a small incentive at 72 hours.
Mobile Experience
Ensure tap targets are at least 44x44 pixels
Small buttons cause misclicks, frustration, and abandonment. All interactive elements — especially add-to-cart, size selectors, and navigation links — must be comfortably tappable with a thumb.
Optimise for thumb-zone navigation
Place primary actions (add to cart, checkout, navigation) in the lower half of the screen where thumbs naturally reach. Consider bottom navigation bars for key store sections.
Use appropriate keyboard types for form inputs
Show the numeric keypad for phone numbers and credit card fields, the email keyboard for email inputs, and so on. This small detail reduces input errors and speeds up form completion significantly.
Implement swipe-friendly product galleries
On mobile, product images should be swipeable with clear dot indicators showing how many images are available. Include a pinch-to-zoom gesture for detail inspection.
Trust Signals
Display security badges during checkout
SSL badges, payment provider logos, and security certifications near the payment form reduce checkout anxiety. Place them close to the credit card input fields where trust concerns peak.
Highlight your return and refund policy
A generous, clearly stated return policy increases purchase confidence. Display it on product pages and during checkout. Stores that prominently feature free returns see 17-25% higher conversion rates.
Show real-time customer service availability
A visible live chat widget or "call us" button with operating hours reassures customers that help is available if they need it. Even if few use it, its presence increases overall conversion rates by signalling legitimacy.
Personalisation
Implement behaviour-based product recommendations
Go beyond basic "bestsellers." Use browsing history, purchase history, and similar-customer data to recommend products that are genuinely relevant. Personalised recommendations can account for 10-30% of total eCommerce revenue.
Personalise email marketing based on on-site behaviour
Segment your email list by browsing behaviour, purchase frequency, and average order value. Trigger automated flows for browse abandonment, post-purchase cross-sells, and win-back campaigns. Personalised emails generate 6x higher transaction rates than generic blasts.
How to Prioritise
Do not attempt all 25 optimisations simultaneously. Start with the highest-impact, lowest-effort items for your specific store. Analyse your analytics to identify where you are losing the most customers — if your cart abandonment rate is above 70%, focus on checkout optimisations first. If your product page bounce rate is high, start with product page improvements. Test each change rigorously with A/B testing, measure the impact, and compound your gains over time. CRO is a programme, not a project.