E-commerce conversion fundamentals most stores still skip
Before you A/B test a button colour, fix the product page, the shipping surprise and the mobile checkout. That's where the money is.
The product page does the selling
Most stores treat the product page as a spec sheet. It's the sales conversation: what it is, who it's for, what changes after you own it, and why the objections you're already thinking about don't apply.
- Six or more images including scale, detail and in-use context
- Objection-led FAQ directly on the page, not in a help centre
- Reviews with attributes, not just stars
- Delivery date — not 'ships in 2–5 days'
Kill the shipping surprise
Unexpected cost at checkout remains the single largest cause of abandonment. Show real shipping cost and date on the product page. If margin makes that painful, price it in and say 'shipping included' — the arithmetic is the same and the conversion isn't.
Mobile checkout hygiene
Guest checkout, wallet payments above the fold, address autocomplete, numeric keypads on numeric fields, and no forced account creation. None of this is clever. Almost none of it is done.
