More traffic doesn’t help if visitors don’t buy. Conversion rate optimisation (CRO) finds where shoppers drop off and fixes the reasons. These are the 30 checks we start with in conversion optimisation audits.
Speed and mobile (1–6)
- Product pages load in under about 2.5 seconds on a mid-range phone.
- Images are compressed and sized for mobile (WebP or AVIF).
- No pop-up covers the product on mobile in the first seconds.
- Tap targets are large enough; buttons aren’t cramped.
- Unused apps and scripts are removed.
- Fonts and layout don’t jump while the page loads.
Product pages (7–14)
- The main benefit is clear above the fold.
- Price, variants and stock status are easy to see.
- Photos show scale, detail and the product in use.
- Descriptions answer the top questions customers ask support.
- Delivery date or time is shown before checkout.
- Reviews with photos appear near the add-to-cart button.
- Size guides or compatibility info are one tap away.
- The add-to-cart button stays visible on mobile (sticky).
Trust (15–20)
- Returns and refund policy is clear and easy to find.
- Secure payment badges and accepted methods are shown.
- Contact options are visible: chat, email or WhatsApp.
- Real reviews on product pages and off-site (Google, marketplaces).
- About page tells a real story with real people.
- No broken links, placeholder text or outdated offers.
Cart and checkout (21–27)
- Shipping costs are shown before checkout, not as a surprise.
- Guest checkout is allowed.
- Checkout has as few fields and steps as possible.
- Popular local payment methods are offered (UPI, wallets, COD where relevant; Apple Pay, Google Pay, PayPal abroad).
- Discount code field doesn’t send shoppers away hunting for codes.
- Address autocomplete and pin code checks reduce errors.
- Abandoned cart emails or WhatsApp messages are switched on.
Measurement (28–30)
- Analytics tracks product views, add to cart, checkout and purchase.
- Funnels are reviewed by device and traffic source.
- Changes are tested one at a time, with enough traffic to read results.
Where to start
| If you see… | Fix first |
|---|---|
| High bounce on product pages | Speed, above-the-fold benefit, photos (1–9) |
| Many add to carts, few checkouts | Shipping costs, trust, cart (15–25) |
| Checkout started but not completed | Payment methods, fields, errors (22–26) |
| Mobile converts far below desktop | Mobile speed and layout (1–6, 14) |
Frequently asked questions
What is a good ecommerce conversion rate?
It varies widely by category, price and traffic source. Compare your store with its own past performance and fix the biggest drop-off in your funnel rather than chasing a single benchmark.
What is the fastest way to improve conversion?
Remove surprise costs, speed up mobile pages and add reviews near the add-to-cart button. These three often deliver the quickest gains.
Does COD improve conversion in India?
Usually yes, but it raises return-to-origin (RTO) risk. Use COD with order confirmation messages and limits for high-risk pin codes.
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