3 website improvements to increase e-commerce sales

By Matt Tilling, Head of Marketing and Performance at Reckless
3-4 minute read


3 website tips to increase e-commerce sales.


Create an effective customer journey map

In 2023, Hubspot found that 88% of customers are less likely to return to a website after a poor experience. Everything from UX and design, to navigation and trust impacts how your audience feels so delivering a flawless journey will make them more likely to buy from you and come back.

Outline the entire experience potential customers have with your brand, from awareness right through to purchase and retention. Put yourself in your customers’ shoes and consider all the different touch points they have with your brand before, during and after they visit your website. You’ll identify challenges, wants and needs, so you can make the right improvements to your website based on real user data. 

TIP – Ask a friend, family or team member who has never been on your website to buy something. If it’s hard to find what they’re looking for, improve your navigation menu so users can easily find product pages, services and blog posts or content. Remove unnecessary steps that make the user experience clunky or build in new advanced features that add value to the customer. Guide users with clear call to call to actions (CTAs) too, so they’re always heading in the right direction to that all important conversion.

Personalise the shopping experience

Analyse your data and analytics to understand your customers’ preferences, and suggest personalised, relevant  product or service recommendations based on their browsing and purchase history. Considering 80% of consumers are more likely to buy from a company providing a tailored experience, it’s worth investing in!

Improve your content and SEO

From persuasive product descriptions and high-quality images to useful blogs and engaging videos, give your audience the content they need to trust and buy from you.   

Make sure everything is effectively optimised for search engines too. On-page SEO (think product and blog content), off-page SEO (digital PR and backlinks) and technical SEO ( site speed, crawling and indexing) all play a big part here. This might seem overwhelming but when it’s done right, you’ll reach loads of new customers by appearing high up in Google search results when they need you. 

Remember that continuously testing and gathering user feedback is vital to optimise your e-commerce website for conversions. Your business is unique, so it’s important to experiment, analyse and iterate based on your audience.

If you’re wondering how to increase e-commerce sales, get in touch. We’re a digital marketing agency based in Liverpool and Chester but regardless of where you are, we’d love to help and answer any questions you may have.

Let’s talk

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