The e-commerce CRO checklist.
Conversion improvements make every acquisition channel cheaper at once. Here's the checklist, ordered by how often it finds money.
Every extra visitor costs money. Every extra conversion from traffic you already paid for is close to free, which is why CRO usually beats another increment of ad budget.
Product page
- Multiple images including scale, detail and in-use context
- Delivery cost and timeframe visible before the cart, the single most common leak
- Returns policy stated plainly and nearby
- Sizing or specification guidance where relevant
- Reviews visible without scrolling to the bottom
- Stock and urgency signals that are actually true
- Add-to-cart above the fold on mobile
- Payment options (including buy-now-pay-later) shown early
Cart
- Freight calculated or clearly estimated in-cart
- Progress to any free-shipping threshold shown
- Easy quantity edit and remove
- Relevant cross-sells, not random ones
- Trust signals, security, guarantees, contact details
Checkout
- Guest checkout available (forced accounts are a classic killer)
- Express payment options prominent
- Address autocomplete
- Minimal fields. Every extra one costs conversions
- No surprise costs at the final step
Mobile-specific
- Load time under three seconds on a real 4G connection, not a desktop test
- Tap targets large enough for a thumb
- No pop-up covering the screen on arrival
- Sticky add-to-cart on long product pages
How to use this list properly
Don't fix all of it blindly. Run session recordings and funnel analysis first to see where people actually hesitate, then work the list in that order. And measure: implement, wait for meaningful volume, read the result. A "win" you never verified is folklore.
Want the audit version? We'll run the research and hand you the ranked list for your store, free. Call 0493 290 352.
Questions owners ask
What's a good e-commerce conversion rate?
It varies hugely by category and price point, high-ticket furniture converts far lower than impulse consumables. Compare against your own trend and your category, not a generic benchmark.
How much traffic do I need to A/B test?
Meaningful testing needs real volume. Below that, apply research-led best-practice fixes and measure at the account level instead.
What's the highest-impact fix?
Most often it's delivery cost transparency and mobile speed. Unclear freight and a slow phone experience quietly cost more than anything else on the list.
Rather just get the answer for your business?
The free audit applies all of this to your market, your competitors and your numbers. Thirty minutes; the findings are yours either way.