Get your Ecommerce business up to scratch with these tips on how to optimise your website for sales.
If your customers come from cultures where reading flows left to right (e.g., English-speaking regions), position your logo in the top-left corner or centre of the header. Make sure it links back to the homepage and is sized for clear visibility without dominating the design, keeping the look clean and professional.
Ensure your menu is optimised for different devices. Use a horizontal layout on desktops for easy visibility and collapse it into a convenient hamburger menu on mobile devices, providing a smooth, user-friendly navigation experience across all screens
Place a clear, brand-aligned cart icon in the top-right corner of your header, making it easily accessible and visually consistent with your brand style.
Include a profile or account icon in the header, allowing users to log in, register, or access their account easily. This feature supports personalisation and enhances the user experience.
Display a small announcement banner or header highlight for ongoing sales or promotions, making it visually distinct from the main menu to capture attention effectively without distracting from navigation.
Create a sticky header that keeps essential elements visible as users scroll, but avoid cluttering the browsing experience. To maintain a clean look, configure the header to appear only when users scroll up a certain amount, ensuring it provides easy navigation without detracting from their shopping journey.
Add a currency converter to let international customers select their preferred currency, offering a more personalised and convenient shopping experience across different regions.
Include a language translator in your header, allowing customers to switch the site language to their native one for a more accessible and user-friendly experience.
Incorporate trust signals into your header and footer, such as brand reviews, secure payment icons, and any relevant industry accreditations. These elements help reassure customers of your reliability and professionalism throughout their shopping experience.
Clearly display your brand’s contact information to reassure customers that they can easily reach a real person if needed. This visibility builds trust and confidence in your brand, even if they never plan to reach out.
Implement a smart search bar in your header, enabling customers to quickly find products even if they make spelling mistakes or use synonyms. This enhances the shopping experience by making product discovery faster and more intuitive.
Incorporate product recommendations into your search results, displaying similar or value-add items to help customers discover relevant products beyond their initial search. This approach can boost both conversion rates and average order value (AOV).
Enable customers to add products directly to their cart from the search results, making the shopping experience quicker and more convenient. This feature streamlines the purchasing process and encourages faster conversions.
Display key product details in the search results, such as reviews and inventory status, to help customers make informed decisions quickly and improve their shopping experience.
Add secondary navigation links to essential pages such as 'About Us,' 'Contact Us,' 'FAQs,' 'Shipping & Returns,' and 'Privacy Policy.' Organise these links into sections to improve readability and provide easy access to important information.
Position a newsletter signup form in the footer to keep the main body uncluttered while ensuring visibility on every page. Provide a clear value offer, such as “Subscribe for 10% off your first purchase,” as most customers need an incentive to join.
Include social media icons linking to your brand’s profiles e.g., Instagram, Facebook, TikTok in a row for a clean and subtle design. Position them in the footer or header for easy access without disrupting the main content.
Make sure your site includes links to essential legal information, such as the "Privacy Policy," "Terms of Service," and any other required disclosures. Having these policies readily accessible is crucial, as it might not seem important—until it becomes a major issue. Ensuring these are in place, no matter how small your business, is vital for compliance and customer trust.
If you have physical locations or your products are stocked in retail stores, add a link to a store locator tool. This feature helps customers easily find where they can shop for your products in person.
Add a "Back to Top" button to help users quickly return to the header from the bottom of long pages, enhancing navigation and improving the overall browsing experience.
Implement mega menus to provide clear, organised navigation on sites with extensive categories or subcategories. Enhance the menu with images or icons to create visually engaging navigation and to highlight featured or in-stock items.
Keep the menu clean and user-friendly by avoiding overcrowding with too many items. Prioritise key categories for a streamlined and intuitive navigation experience.
Feature popular sections like top-selling categories, sales, or new arrivals directly in the menu, providing customers with quick access to high-interest areas.
Show a personalised live chat welcome message to greet visitors as they arrive on your site, making them feel valued from the start.
Share customer testimonials and stories about your brand, ideally using videos and images, to build trust by showcasing real experiences and making your brand more relatable.
Display a carousel of recently viewed products for returning customers to make it easy for them to pick up where they left off.
Display a carousel of previously purchased products for returning customers, making it easy for them to reorder favourites or explore related items.
Add a hero section at the top of the page to instantly show new visitors what you do and why it matters, grabbing their attention and sparking interest right away.
Highlight what makes your brand unique, showing visitors why you stand out and why they should choose your products.
Feature a best-sellers section on your homepage to showcase popular products and help visitors discover customer favourites.
Create product bundles tailored to specific customer needs or use cases, offering convenient solutions that add value and make purchasing easier.
Add a section that speaks to how you understand and empathise with your customers' challenges. Showing them you genuinely care and are dedicated to helping them find the right solutions.
Feature a shoppable Instagram carousel to showcase user-generated content (UGC), allowing visitors to explore real customer experiences and shop directly from inspiring posts.
Highlight sale items and special offers directly on the homepage, featuring discounted or low-stock items to encourage quick and easy purchases.
Incorporate videos on your homepage to tell engaging stories, helping visitors connect with your brand through dynamic visual content.
Show new visitors how your brand has transformed customers' lives, sharing impactful stories that highlight the real value and positive change your products bring.
Incorporate hotspots and interactive lifestyle images to showcase your products in real-life scenarios, allowing customers to explore features and details in an engaging way.
Add an email capture CTA to engage new visitors and collect their email addresses, enabling you to keep them updated with offers, news, and valuable content.
Share your brand’s story by highlighting how it all began, the inspiration behind it, and the journey so far. Keep it authentic and relatable to connect with customers on a personal level and build trust in your brand.
Clearly articulate your brand’s “why” by explaining what it stands for and what drives it. This statement should resonate with your target audience, making them feel connected to something meaningful and inspiring a sense of shared purpose.
Share the core values that guide your brand, helping potential customers understand what makes you unique and why they should connect with your mission. This transparency builds trust and sets your brand apart.
Adopt a customer-focused perspective by highlighting how your brand addresses key pain points and delivers effective solutions, showing customers the real value your products bring to their lives.
Highlight your founders and key team members with short bios and professional, friendly photos to add a human touch to your brand. Share their unique stories, relevant expertise, and the passion they bring to the company, especially if they have interesting backgrounds or skills that set them apart.
Use high-quality photos, videos, and behind-the-scenes content to bring your brand's story to life. Showcase real customers using your products to build trust and make your brand relatable.
Showcase your charitable and social impact initiatives to connect with customers who prioritise social responsibility and seek to support brands that give back.
Add a personal touch by speaking in a friendly, relatable tone, as if you’re chatting directly with the customer. People are there to get to know you, not to read a legal document.
After customers finish exploring your about page, guide them with a clear call-to-action (CTA) to keep them engaged. Invite them to shop, subscribe, or follow you on social media with actions like exploring a popular collection, signing up for a newsletter, or joining your community.
Optimise your 'About' page to ensure responsiveness and visual appeal across all devices, delivering a seamless experience on both mobile and desktop.
Showcase your brand’s growth journey by highlighting key milestones, such as your launch year, major product releases, or reaching customer milestones. Consider using a timeline layout to visually guide customers through your history, making it engaging and easy to follow.
Keep your layout simple and clean by using subheadings and bullet points for easy skimming, especially on mobile. Stick to short paragraphs with ample white space to avoid overwhelming readers—most people aren’t there to read a novel.
Show a second image on hover, allows customers to view different product images directly from the collection page without having to opening each product.
Ensure your products have the correct type, tags, and collection placement to ensure customers can easily find what they’re looking for.
Allow your customers to filter your product collections by their preferences.
Display key product information, including price and essential features, to provide customers with quick, important details at a glance.
Ensure all images and product cards maintain a consistent style & size across the entire collection page.
Ensure ample space around each product to create a comfortable browsing experience and avoid overwhelming customers.
Clearly label low and out-of-stock items to keep customers informed about inventory levels.
Add a "Back in Stock" notification option to out-of-stock items to allow customers to sign up for updates.
Hide out-of-stock items that won’t be replenished soon to streamline the shopping experience and focus on available products.
Design a hero section for each collection to visually frame the collection, provide context, and enhance SEO.
Use an engaging header image, a descriptive title, and a brief, keyword-rich description to attract customers and improve search engine visibility.
Use labels or badges to clearly highlight discounted and promotional products, making them easily identifiable for customers.
Enable customers to view product reviews directly from the collection page for quick insights into your products quality and customer satisfaction.
Make sure that your product images are easy and clear to see as customer scroll through your collections.
Provide personalised product recommendations within your collections, tailored to each customer’s browsing history. This helps customers discover unique products they’re likely to be interested in, enhancing their shopping experience.
Enable shoppers to easily load more product options as they browse, creating a seamless and continuous shopping experience.
Implement breadcrumb navigation to allow customers to effortlessly trace and return to previous categories and pages, making navigation more intuitive and streamlined.
Enable a quick product comparison feature, allowing customers to easily view and compare key features, specifications, and prices across different products.
Add "Quick View" and "Add to Cart" options on the collections page, allowing customers to easily view product details and make purchases without having to leaving your collections page.
Display estimated shipping costs upfront on product pages, allowing customers to see delivery fees quickly and make informed purchasing decisions.
Highlight your Buy Now, Pay Later (BNPL) options on product pages to make it clear that flexible payment choices are available, helping customers feel more confident in making a purchase.
Create bundles of related products to provide added value and encourage higher purchase volumes, making it easy for customers to get everything they need in one go.
Provide clear, informative copy that addresses common questions and objections customers might have about your products. Explain product benefits, quality, and usability, ensuring customers feel confident and informed before they purchase.
Enable customers to effortlessly add complementary products to their cart, enhancing their purchase and adding value to their experience.
Make sizing charts and guides easily accessible to help customers choose the right product, reducing uncertainty and ensuring a better fit with every purchase.
Highlight blogs and resources related to your product, offering valuable insights and guidance that help customers make informed decisions and explore new ways to enjoy your offerings.
Provide answers to common questions your customers have about your products and services, helping them feel informed, supported, and confident in their purchasing decisions.
Display product reviews prominently on the main product card, near the "Add to Cart" button, to give customers quick access to feedback and build trust as they make their purchase decision.
Develop detailed "how-to" guides for your products, offering step-by-step instructions to help customers understand how they work and get the most out of their purchase.
Personalise your site experience based on customers' locations and interests, delivering relevant content and offers that resonate and enhance their shopping journey.
Offer an email notification option for out-of-stock products, allowing customers to sign up and be alerted when the item becomes available again.
Incorporate dynamic "Shop" buttons on product pages to streamline the buying process, making it easy for customers to add items to their cart with a single click.
Add a zoom-in feature on product images, allowing customers to examine details up close and get a better sense of the product’s quality and features.
Offer a "buy more, save more" discount to encourage customers to increase their purchase, providing added value and rewarding larger orders.
Create an exit-intent pop-up with a special offer to engage visitors as they're about to leave, encouraging them to stay and complete their purchase with an added incentive.
Enable a quick product comparison feature, allowing customers to easily view and compare key features, specifications, and prices across different products.
Set up proactive customer service outreach for visitors who spend extended time on a product page, offering assistance and answering any questions to help them make a confident purchase.
Emphasise your money-back guarantees, reassuring customers of a risk-free purchase and building trust in your commitment to their satisfaction.
Enable customers to personalise and customise your products. Giving them a unique and tailored experience that adds value and makes their purchase feel truly special.
Offer a 3D product view to let customers interact with and explore your product from every angle, enhancing their understanding and confidence in their purchase.
Highlight the key points of your returns policy on the product page and provide quick access to the full details, giving customers the clarity and assurance they need for a confident, worry-free purchase.
Incorporate lifestyle images that show the product in real-life settings, helping customers visualise how it fits into their lives and enhancing their connection to the product.
Implement a sticky "Add to Cart" button on the page, ensuring it remains visible as customers scroll, making it easy for them to add items to their cart at any point.
Craft titles that are concise yet descriptive, emphasising key attributes like brand, model, colour, and size to improve SEO and attract the right customers.
Produce engaging video content that showcases your products in action, highlighting key features, benefits, and practical uses to help customers gain a richer, more personal understanding of your products.
Create SEO-optimised product descriptions that highlight essential features and benefits, emphasise key details, and showcase how each aspect adds value for the customer. Making it easy for search engines and shoppers to find exactly what they need.
Showcase the price prominently on the product page, including any discounts or promotions. If a discount is applied, display the original price with a strikethrough, alongside the new price and the percentage saved, making the deal clear and enticing for customers.
Display stock levels on product pages, particularly for limited-quantity or high-demand items. Include an “Only X left!” prompt to create urgency and encourage customers to act quickly.
Show estimated delivery times and shipping costs upfront on product pages. If free shipping is available, highlight it prominently. Include information about special shipping options, such as express delivery or international shipping, to give customers a clear understanding of their choices.
Include warranty details on applicable product pages, to reassure customers and provide peace of mind about their purchase.
Ensure product images update dynamically as customers select different variations or options, giving them a clear view of exactly what they’re choosing.
Display trust badges, such as “100% Satisfaction Guarantee” and “Secure Checkout,” along with recognisable payment option logos like Visa, MasterCard, and PayPal. This reassures customers of a secure and reliable shopping experience.
Improve user experience and boost conversion rates by optimising page load times through image compression and code and script minimisation.
Add a “Frequently Bought Together” or “Customers Also Bought” section, enabling customers to purchase complementary items as a bundle with one click for added convenience and value.
Optimise the page to be responsive and quick-loading on mobile devices, ensuring design elements like buttons and drop downs are touch-friendly. Utilise adaptable layouts to hide or create elements specific to different screen sizes, providing a seamless experience across all devices.
Include a breadcrumb menu on the product page, allowing users to easily navigate back to categories or the homepage, enhancing their browsing experience and making site navigation more intuitive.
Include a UGC section where customers can share photos or videos of themselves using the product, creating a community feel and showcasing authentic content that builds trust and encourages engagement.
Use structured data (schema markup) to enable rich snippets in search results, displaying key information such as price, reviews, availability, and product details. Additionally, incorporate high-value keywords in your copy, Alt text, and metadata to improve search visibility and attract relevant traffic.
Enable customers to shop in their local currency, providing a seamless and familiar shopping experience that helps build trust and simplifies the purchasing process.
Choose accessible colours and fonts, and include alt text for all images to make your page user-friendly for individuals with disabilities, ensuring a more inclusive experience for all users.
Leverage AI-powered recommendations to showcase products tailored to each user’s browsing or purchase history, demographics, and location, providing a personalised shopping experience that boosts engagement and conversions.
Display real-time notifications when other customers make a purchase, creating social proof and encouraging visitors to make their own purchase.
Improve your product images by using high-resolution, well-lit photos that capture every angle and detail. These visuals are the gateway for online customers, helping them fully experience the product and boosting their confidence to buy.
Showcase how your product has positively transformed customers' lives, inspiring new visitors by demonstrating the impact it could have for them too.
In live chat, every second count, aim to respond to customers ASAP to keep them engaged and increase the likelihood of making a sale
If live wait times exceed a few minutes, set clear expectations by notifying customers, reducing frustration and reassuring them that their inquiry is valued and will be addressed soon
Enable typing indicators in live chat to show customers that a response is on the way, keeping them engaged and reassured while they wait
Set up live chat message triggers based on user behavior, such as time spent on the page or scroll depth, to deliver proactive customer service right when it's most needed
Use exit-intent triggers to recover abandoned carts or provide checkout assistance. Consider offering a discount or asking if customers need help to encourage them to complete their purchase
Provide multilingual chat support for a global customer base, using AI-based translation tools to seamlessly handle common inquiries and bridge language gaps
Ensure a seamless transition when a customer moves from chat to a phone call or email by making their chat history and context readily available to the next agent. Allow customers to switch channels (chat, email, call) without losing their place in line or the context of their conversation
Create templates for common questions to save time, while enabling agents to personalize each response for a more genuine and helpful customer experience.
Implement a quick, one-click post-chat survey to gauge customer satisfaction. Include questions on response quality, issue resolution, and helpfulness to gather valuable feedback on the support experience
Provide personalized assistance by addressing customers by name if they’re signed in or have provided it during the chat. Leverage past browsing or purchase history to make tailored recommendations and offer solutions based on customer profiles, like suggesting complementary products to increase average order value (AOV)
Send customers a summary email after the chat, including relevant links and resources to support their purchase decision. Use retargeting ads to remind them of products they showed interest in but didn’t purchase, keeping your brand top of mind
Monitor key metrics such as first response time, resolution time, customer satisfaction (CSAT), and conversion rates for live chat. Leverage analytics to fine-tune proactive triggers, chat prompts, and response quality, continually enhancing the customer experience
Create multi-step chat flows with branching and conditional logic to address FAQs, recommend products, and guide customers based on their needs. This approach offers a tailored support experience, reduces ticket volume, and increases conversion rates
Add "Quick View" and "Add to Cart" options on the collections page, allowing customers to easily view product details and make purchases without having to leaving your collections page
Enable customers to track, cancel, return, and report order issues directly through live chat, providing a seamless experience without needing to contact a customer service representative
Optimize the chat widget for mobile, ensuring easy access and clear readability. Position it carefully so it doesn’t obstruct important information, such as product descriptions or “Add to Cart” buttons
If your store operates 24/7, your service should too. Provide round-the-clock live chat support by partnering with customer service agencies like TalentPop, ensuring customers receive prompt assistance at any hour for an enhanced experience
Develop an AI agent tailored to your brand by training it on your knowledge base, tone of voice, and content. This approach ensures it provides accurate, on-brand assistance and creates a consistent, personalized experience for customers
Use live chat messages to capture email addresses instead of pop-ups, reducing customer frustration and providing a smoother, more engaging shopping experience
Leverage live chat to promote seasonal deals, flash sales, or limited-time offers to visitors. Highlighting relevant discounts when customers browse specific categories or products
Provide automated, personalized product recommendations to customers browsing your store through live chat, helping them discover relevant items and enhancing their shopping experience.
Implementing a slide-out cart can boost your store's conversion rate by streamlining the shopping experience and reducing the steps needed to reach checkout
Add personalized product recommendations for cross-selling within the cart, based on the items a customer has added and their browsing and purchase history. This approach encourages relevant add-ons and boosts your average order value (AOV).
Include a "Continue Shopping" button that closes the cart, allowing customers to easily return to where they left off. This feature is especially important for mobile users, where the cart may cover the entire screen, ensuring a seamless shopping experience
Be transparent by displaying the full price, including taxes and shipping, before checkout to avoid surprises. If you offer free shipping over a certain amount, clearly show customers how much more they need to add to qualify, encouraging them to meet the threshold
Enable users to quickly update quantities, add or remove items, and see the updated total price instantly, making the cart easy to manage
Add tiered progress bars in the cart to show customers their progress toward earning free shipping or gifts, gamifying the experience to encourage them to add more to their order and reach the next reward level
Add an announcement bar to showcase promotions or compelling conversion copy, increasing the likelihood that customers will complete their purchase by keeping key incentives top of mind
Ensure your cart is persistent, so items remain saved across sessions. This allows users to continue shopping seamlessly, picking up where they left off without losing their selections if they leave the site
Personalize the cart experience by adding a welcoming touch, like displaying the customer's name at the top, or customizing messages and offers based on their location. This creates a more engaging, tailored shopping experience
Add a custom discount message at the bottom of discounted products, explaining the reason for the discount. This transparency can boost customer trust and provide additional context, making the offer more appealing
Enable customers to add notes to their cart, allowing them to communicate special requests, preferences, or instructions directly with their order. This feature enhances personalization and improves customer satisfaction
If your products are often bought as gifts, offer a gift-wrapping option at checkout. This adds convenience for customers and makes their shopping experience more special
Add one-click checkout buttons to streamline the purchasing process, enabling customers to quickly and easily complete their orders with minimal steps, increasing conversion rates
Display a "buy more, save more" discount directly in the cart to motivate customers to increase their purchases. This adds value to their order and rewards them for buying more, creating an incentive to maximize their savings
Enable customers to switch products from a one-time purchase to a subscription directly in the cart. This flexibility encourages recurring orders, providing convenience and added value for customers interested in long-term use
If you have a generous returns policy, highlight the details directly in the cart to reassure customers and reduce cart abandonment. This transparency helps build trust and confidence in their purchase
Ensure the checkout button is always easily accessible within the cart, allowing customers to proceed with their purchase quickly and without any hassle
Ensure that prices are converted to your customer's local currency, providing a familiar and seamless shopping experience that helps increase conversions.
Ensure product images update dynamically to reflect the exact variation that the customer has selected in their cart, providing a clear and accurate view of their chosen items.
Optimize your cart’s load time by minimizing callbacks and reducing large assets, ensuring a smooth, fast-loading cart experience that keeps customers engaged.
Offer a quick checkout option that allows customers to complete their purchase as guests without requiring account creation, making the process faster and more convenient.
Offer multiple payment options—credit cards, PayPal, Apple Pay, Google Pay—and localised options for international customers. Add "buy now, pay later" options like Klarna or Afterpay for flexible financing.
Enable auto-fill for form fields to speed up checkout, and use address validation to prevent shipping errors and enhancing the overall customer experience.
Implement a one-page checkout, combining all necessary fields into a single page or minimal steps to streamline the process and enhance the customer experience.
Promote social sharing and engagement by adding social sharing buttons and encouraging customers to share their purchase on platforms like Instagram or Facebook. Suggest a branded hashtag for them to use, and invite satisfied customers to leave a review, helping build community and trust around your brand.
Provide multiple shipping options with varying speeds and prices, giving customers flexibility to choose what best fits their needs.
Offer add-ons at checkout, like shipping insurance, extended warranties, or gift wrapping, to provide extra value and customisation options for customers.
Incorporate conversion-focused content and copy in your checkout, such as reviews and testimonials, to boost customer confidence and increase the likelihood of completing their purchase.
Design a custom cover image for your checkout page that visually represents your brand, reinforcing your identity and creating a cohesive, professional experience for customers as they complete their purchase.
Add a post-purchase offer immediately after a customer completes their purchase to provide a last-minute cross-sell or upsell opportunity, effectively increasing your average order value (AOV).
Use shipping validation functions to hide irrelevant shipping and payment options, showing only the choices that apply to each customer’s location and order, for a streamlined checkout experience.
Implement checkout validations to ensure customers meet specific conditions before finalising their purchase. This feature streamlines order requirements and ensures all criteria are met, improving the checkout process.
Ensure your brand logo is prominently displayed on the checkout page, reinforcing brand identity and creating a seamless, professional experience for customers.
Add one-click checkout buttons to streamline the purchasing process, enabling customers to quickly and easily complete their orders with minimal steps, increasing conversion rates.
Clearly outline any subscription and recurring payment details in the order summary, ensuring customers understand their commitment before completing the purchase.
Create a personalised thank-you message that warmly expresses gratitude for the customer's purchase. Use genuine language, address the customer by name if possible, and briefly mention the purchased items to make the experience feel personal and memorable.
Provide a clear order summary, detailing the products purchased, quantities, total price, and payment method. Include shipping information with the address, selected shipping method, and expected delivery date for a complete and reassuring confirmation.
Encourage customers to join your loyalty program by highlighting the perks they’ll enjoy as members. If your program awards points for purchases, display their current points and show how close they are to their next reward, motivating them to stay engaged and earn more.
Experiment with collecting customers' phone numbers during checkout to assess its impact on conversion rates. This information can enhance your remarketing efforts through SMS campaigns, providing another channel for engagement.
Include a "Track Your Order" button for easy access to order tracking, helping customers stay informed about their delivery status and reducing the need for follow-up inquiries.
Encourage the next purchase by offering a discount or promo code for future use, creating a strong incentive to return. Boost urgency with limited-time offers to prompt faster repeat purchases.
Introduce your referral program on the Thank You page, inviting customers to share a unique referral link or code with friends. Highlight the rewards for both the referrer and their friends (e.g., 'Give $10, Get $10') to encourage participation and grow your customer base.
Reduce failed deliveries by providing real-time suggestions when customers enter an invalid shipping address, helping them correct errors and ensuring accurate delivery information.
From: https://www.kozler.com/pages/home-page-best-practices, viewed 08-Dec-2025.
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