Ecommerce Website Optimisation: Here’s How

Every business starts with the primary motive of making profits. The same is true for ecommerce businesses. As you have probably seen, the popularity of ecommerce has soared immensely. Recent figures indicate that Ecommerce is expected to generate an astounding sales of $5.42 trillion by the end of 2022. Businesses are familiar with the benefits of having an online presence by now and thrive to create an engaging website experience for their customers.  

In this article, I outline an ecommerce website optimisation strategy to ensure that you start getting more customers to your ecommerce website.

Table of Contents

Here is your ecommerce website optimisation strategy

Irrespective of the industry you’re in, boosting your sales and growing your business has to be a long-term goal for your business. As an ecommerce business, do you get the feeling that your business is not doing as well as it should? That despite good traffic, the conversion rate is still pretty low? If yes, then here are a handful of tips for your ecommerce website optimisation strategy and to get those numbers rolling. 

Enhance your website through SEO

SEO is key to all good digital content and site traffic. You can optimize your page titles, meta descriptions, and other headings so that they will easily be caught by search engine crawlers. It takes only seconds for a visitor to form an impression about your site. Therefore you have to be quite vigilant about the content you put up on your site. 

A good SEO strategy will go a long way in optimizing your website and improving the ranking of your site on search engines. Not only this, SEO also helps you improve the quality of your traffic by attracting relevant visitors to your pages and boosting your conversion rates tremendously. So invest in SEO for your ecommerce website optimisation.

Ecommerce Website Optimisation: Here’s How - Tip 1 SEO

Use Tracking and Analytics tools

Installing tracking and analytics tools on your website will help you  generate leads and target customers who are interested in the products that your website is offering. Analytics help you figure out what features and products work best for your site and what does not. Armed with these metrics, you can improve leaps and bounds by eliminating low-performing assets on your site and focusing on consumer preferences. 

With tracking tools, you can easily generate behavioural heatmaps for your visiting customers and get data regarding their preferences. Since you know what customers are most attracted to, you can improvise your UI/UX strategy to highlight those products and get better conversion rates. Better conversion rates will get your brand and website noticed more

Create urgency by using call to actions

People often respond better to time-sensitive deals offered by sites, hence the popularity of sales. Using limited-time offers and discounts on the products showcased on your website creates a sense of urgency within the customer to take action. This is effectively known to help conversion rates of sites as nobody wants to miss out on a good deal. 

Apart from sales, deals, and discounts, another feature to create a sense of urgency is to enlist a direct call-to-action (CTA) feature. Here you direct visitors where to go and help them navigate your website better. An excellent example of this feature would be the “Shop Now” or “Learn More” icons that you often see when visiting websites. 

This direct guidance through CTA makes efficient use of the customers’ time when visiting the website and results in improved conversion rates when visitors are told what they need to do next instead of wandering about. 

Make mobile friendly features

Most shoppers visit brand websites or ecommerce apps on their smartphones. It is wise to make your website mobile-friendly so that visitors don’t get frustrated with lagging features and unfit design templates when they visit your ecommerce store on their phones. 

Thanks to the plethora of options available, people today have a considerably shorter attention span than the previous generation. If they don’t like your website within their first 10 seconds, they are unlikely to spend more time on it or engage further for any shopping requirement. 

It is best to test your website elements on different mobile devices and adjust according to newer versions and features to avoid the scrutiny of the customers. An excellent mobile store paired with proper CTA will have higher conversion rates than one without, ensuring the best ecommerce website optimisation across all devices. 

Ecommerce Website Optimisation: Here’s How - Tip 4 Mobile Features

Optimise your product pages

To ensure that the customers visit your website and engage with your products, you need to build better product pages. Something that will instantly make the customers direct their focus on what you are offering and convince them to make the purchase. 

This can be achieved by using quality product images and videos to raise the level of attractiveness that the endorsed product has. You can add a featured section to your product line displaying the season’s best or limited production products to further incite customers to buy it. Your product images and videos are so important when it comes to your ecommerce website optimisation as they are really what gets potential customers to buy from you.

Many ecommerce websites display the bestselling products at the top to gain the attention of the customers. Good reviews, quality and dimensional images, and an accurate product description will help the customer make the purchase more confidently.

Use up-selling and cross-selling

You can use the behavioral heatmaps of customers to upsell products by offering them the most expensive products on their preference list first. This tactic can also be employed when selecting featured and bestselling products to display so that the customers see these products first. 

It is much easier to upsell products to existing and repeat customers as they have a sense of loyalty towards your brand, so they are more likely to try a more expensive product. In addition to that, for customers who may be keen on the more expensive products, you can use cross-promotion. Offering combos or a suggestion of adding products used together with this item during the carting or checking out process can be an effective strategy to increase sales.

Ecommerce Website Optimisation: Here’s How - Tip 6 Upselling

Make sure you are using personalisation

Personalisation is a great feature that can be enjoyed in online shopping. The business and the customers greatly rely on this feature to suggest the most likable products for purchase. It is a critical component in the success of ecommerce and other online marketing platforms. 

You can track your customer’s location, preferences, and purchase history and highlight products they’re more likely to buy. Adding the wishlist option on your site makes this process easier as you can now recommend products similar to those in their wishlist or products that go well with their wishlisted products. 

This way, the customers don’t have to spend a lot of time browsing products on your website and can follow your recommendations to complete their purchase and line up their future to-be-purchased products. 

Ensure your ecommerce website is responsive

A responsive website ensures that your customers feel valued and engaged. This will result in better conversion rates as the customers are content with their shopping experience. To ensure that your website is responsive you can check for a few key points such as:

  • The page loads quickly without any lag.
  • The website fits the device of the user, whether it is desktop or mobile.
  • All the features available on desktop version can also be availed on mobile version.
  • There is no need to resize or tilt the device to view all products on your website.
  • The click response and CTA are working properly. 


You can use different SEO tools to further improve the responsiveness of your website and ensure that your customers are getting the best shopping experience that will make them repeatedly visit your site and interact with your brand.  

Streamline your cart & checkout process

The easier it is to check out products on your website, the less time the customers will have to change their minds and shelve their purchases. People often shop due to impulses, and ecommerce websites should use that to their advantage by making it easy to complete their online purchases and offering a variety of payment options to further add to the convenience. 

Get rid of unnecessary steps during the checkout process, and a fast transaction is more likely to be completed. Also, make sure that customers can access their wishlist while making the final purchase to add additional products to their cart with utmost ease. Displaying cross-selling products at the checkout is also a good strategy, but it should not be in the way of the checkout process or slow the process. 

Visual stimulation is essential during the checkout, so display the items being bought to avoid cancellation. 

Provide contact information

During online shopping, many customers feel annoyed and unloved if they cannot reach out to the ecommerce store for after-sales support. This discourages them from revisiting the website or doing any future business with them. As a result, you must provide the customers with correct contact information if they have a query regarding their purchase.

A good after-sales support experience may develop a sense of reliability within customers towards the brand or website, and they tend to give it another chance even if their first purchase was not entirely up to the mark. With the options of returning, exchanging, or refunding the product in case of dislike, misfit, or defect, customers are more inclined to shop with you again if they can smoothly process their complaints.

Ecommerce Website Optimisation: Here’s How - Tip 10 Provide Contact Details

I hope that the above tips will help you gain some improvements in your ecommerce business sales and help you make a great foundation for your ecommerce website optimisation. If you do need any help with your ecommerce website, you can find more information here or you can get in touch with me here.

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I know that as business owners our time is precious and you may not have the time nor want to optimise your ecommerce website yourself.

If that sounds like you, then I would love to have a chat and see how we can optimise your ecommerce website and get more customers buying your products and services.

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