Getting more traffic to an online store is expensive. Converting more of the traffic you already have is usually cheaper and faster. That is what conversion rate optimisation (CRO) is about: removing friction so more visitors become buyers.
Quick answer: The biggest e-commerce conversion wins usually come from fast mobile pages, clear product photos and descriptions, visible shipping costs and return policies, trust signals such as reviews, and a short checkout with guest checkout and popular payment options. Test changes one at a time and measure revenue per visitor, not just conversion rate.
12 fixes for product and checkout pages
Product pages
- Use high-quality images and video. Show the product from several angles, in use and at real scale.
- Write benefit-led descriptions. Lead with what the product does for the customer, then list specifications.
- Show price, shipping and delivery time early. Unexpected costs at checkout are one of the most common reasons shoppers abandon their carts.
- Display reviews and ratings. Include photos from customers when possible and respond to negative reviews.
- Make the add-to-cart button obvious. One clear primary action, visible without scrolling on mobile.
- Answer objections on the page. Sizing guides, materials, warranty and return policy reduce hesitation.
Cart and checkout
- Offer guest checkout. Forcing account creation adds friction for first-time buyers.
- Reduce form fields. Ask only for what you need, and use address autocomplete.
- Add express payment options. Apple Pay, Google Pay, PayPal and Shop Pay speed up mobile checkout.
- Show security and trust signals. Secure checkout messaging, recognised payment logos and clear contact details.
- Keep the order summary visible. Shoppers want to confirm items, taxes and shipping before paying.
- Recover abandoned carts. Use reminder emails with a link back to the cart, sent to customers who have agreed to receive marketing.
Speed and mobile come first
Most store traffic is on phones. A store that loads slowly or is awkward to use on a small screen will underperform no matter how good the product is. Compress images, limit apps and scripts, and test the full purchase journey on a real phone.
How to test changes properly
- Set up accurate e-commerce tracking in Google Analytics 4 and your ad platforms.
- Prioritise changes by expected impact and effort.
- Use A/B tests when you have enough traffic; otherwise make one change at a time and compare periods carefully.
- Track revenue per visitor and average order value as well as conversion rate.
Canadian shoppers
Canadian customers often look for prices in Canadian dollars, clear duty and tax information, and realistic delivery times. If you ship from the U.S. or overseas, say so clearly and explain any extra costs.
Key takeaways
- Remove surprises: show costs, delivery times and policies early.
- Make checkout short, fast and mobile-friendly with express payments.
- Measure revenue per visitor and test changes deliberately.
See our e-commerce solutions.
Frequently asked questions
What is a good e-commerce conversion rate?
It varies widely by industry, price point and traffic source. Instead of chasing a benchmark, track your own conversion rate and revenue per visitor over time and improve them steadily.
Why do shoppers abandon their carts?
Common reasons include unexpected shipping or tax costs, forced account creation, long or confusing checkout forms, slow pages and a lack of trusted payment options.
Does guest checkout increase sales?
In most stores, yes. Letting first-time buyers check out without creating an account removes a major source of friction.
Want help putting this into practice? Book a free strategy call with Angeles Marketing, a Toronto digital marketing agency, or call +1 647-739-1798.
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