Online store selling: 12 optimisations that increase conversion rate

The average e-commerce conversion rate in Romania is somewhere around 1-2%. The difference between 1% and 2% means doubling sales with the same traffic. Here's where you win.

Speed and technical aspects

1. WebP images, lazy loading, correct dimensions
2. Under 2.5 seconds LCP on mobile (check in PageSpeed Insights)
3. Internal search with suggestions — users who search convert 2-3x better

Product page

1. Minimum 5 photos + a short video
2. Price, availability, and delivery time visible without scrolling
3. Description based on benefits, plus specifications table
4. Customer reviews, with photos if possible
5. "Product Questions" section

Basket and checkout

1. Single-page checkout, with order without account
2. Delivery cost displayed early — surprise at the end is the #1 cause of abandonment
3. Complete payment methods: card, cash on delivery, Apple/Google Pay
4. Progress bar and clear payment button, without distractions (no menu in checkout)

Trust, in short

Visible company details, real phone number, 14-day return policy explained simply, secure payment badges. A store without a "Contact" page with real details loses orders before it even gets a chance to make other mistakes.

Abandoned cart recovery

Three emails: at 1 hour, at 24 hours, at 72 hours. The second can include free delivery. Typically, you recover 5-15% of carts.

What you measure

• conversion rate by device (mobile vs desktop)
• average order value
• abandonment rate at each step of the checkout

Optimise in order of impact, not in the order your ideas come. Eliminating a single checkout step can be worth a whole month's worth of ads.