Online shops that actually sell: seven things we always fix first

When a client tells us their online shop isn’t performing, we usually find the same culprits. The products are fine. The journey to buying them isn’t.

The seven usual fixes

1. Product photos. Bigger, better, more of them. Customers can’t pick it up, so let them zoom in.
2. Delivery costs, up front. Surprise shipping fees at checkout are the number one reason baskets get abandoned.
3. Guest checkout. Forcing people to create an account is a great way to make sure they don’t.
4. Mobile checkout. Most shoppers are on their phones. Test the whole journey on one — with your thumb.
5. Trust signals. Reviews, clear returns policy, recognisable payment options.
6. Product descriptions. Benefits first, specifications second.
7. Speed. Every extra second of loading costs sales. Every one.

A good online shop gets out of the customer’s way.

The best part? Most of these are quick wins. Small changes, measurable results — often within weeks.