Many stores pour budget into ads while shoppers bounce from slow pages, irrelevant search results, or unclear policies. Address these fundamentals and you’ll often see conversion lift within days.
Page Speed Fundamentals
- Images: Serve WebP/AVIF, compress aggressively, and use responsive
srcset. Lazy‑load below‑the‑fold assets. - JavaScript Discipline: Defer non-essential scripts, remove dead pixels, and split bundles so checkout stays lean.
- CSS Hygiene: Inline critical CSS and purge unused rules. Every KB counts on mobile.
- Targets: Aim for <2.5s LCP, <200ms TTFB, and minimal layout shift (CLS < 0.1). Track on real devices, not just lab tests.
Search & Discovery That Actually Helps
- Relevance Signals: Blend text match with availability, margin, popularity, and click‑through.
- Zero‑Results UX: Suggest close matches, show popular categories, and offer “notify me” instead of a dead end.
- Navigation: Dynamic facets, breadcrumbs, and recent searches reduce friction.
- Content: Rich attributes (materials, sizing, compatibility) power both SEO and on‑site filters.
Trust: The Unsung Conversion Driver
- Policies Up Front: Shipping speed, costs, and returns windows—clearly stated on PDP and cart.
- Proof: Verified reviews with photos, store ratings, and recognizable payment badges.
- Support Access: Prominent contact options and realistic SLAs build confidence.
Checkout Flow Tweaks
- Reduce steps and fields. Use address autocomplete and phone/email validation.
- Offer multiple payment options but set smart defaults by region.
- Make promo code boxes unobtrusive; highlight the best discount automatically.
Measuring What Matters
- Macro: Add‑to‑Cart Rate, Checkout Start → Success, RPV/AOV, Refund Rate.
- Micro: LCP by template, Search Exit Rate, PDP scroll depth, and field error frequency.
- Method: Run A/B tests where possible; otherwise, do staggered rollouts and watch trend deltas.
A 14‑Day Improvement Sprint
- Days 1–3: Audit scripts, compress images, inline critical CSS.
- Days 4–7: Improve on‑site search synonyms and typo tolerance; fix zero‑result pages.
- Days 8–10: Update PDP trust elements and returns copy.
- Days 11–14: Streamline checkout; test payments and validations on mobile data.
The Result
You’ll earn more from the traffic you already have—and you’ll pay less to serve it. That’s the compounding effect of speed, relevance, and trust.
