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Repair common Windows errors and clear accumulated junk for a smoother, more stable PC - no reinstall needed.Free scan · no reinstallTo increase ecommerce sales, find where shoppers are dropping out—before they reach a product, while evaluating it, or during checkout—and fix the obstacle at that step. Make product information easier for search engines and customers to understand, remove checkout friction that your store data or customer feedback supports, and measure the result in your own funnel. No single change is guaranteed to raise sales for every store.
Start by finding where the shopping journey breaks down
Sales depend on a sequence: shoppers must discover relevant products, understand whether a product suits them, and be able to complete an order. A change to the wrong part of that sequence may leave the real problem untouched. For example, a checkout redesign will not help much if shoppers rarely reach the checkout, while more search visibility will not resolve a payment step customers cannot complete.
- Map the path: identify the main entry points to your store, product detail pages, cart, checkout, and completed orders.
- Find the weak transition: compare how many visitors reach each step. Look for where the count or rate drops most, then check whether the pattern differs by device, product, or traffic source.
- Inspect the experience at that step: try the journey as a customer would. Check that product links work, key product questions are answered, and checkout can be completed on both mobile and desktop.
- Choose one change tied to the observed obstacle: record what you changed and what outcome you expect before making it.
- Compare the same measure afterward: use a consistent period and segment where possible, and account for other changes that might affect the result. A before-and-after comparison can inform a decision, but it does not by itself prove that the change caused the difference.
Keep the funnel measures tied to the issue. If few visitors reach product pages, examine discovery and navigation. If visitors reach products but do not add them to the cart, examine product relevance and information. If shoppers start checkout but few complete an order, examine checkout usability and payment completion. These are diagnostic directions, not universal priorities; the pattern in your store should decide what to tackle first.
Make products easier to discover and understand
Strengthen the routes to product pages
Google Search Central says it crawls and indexes ecommerce sites as it does other websites, using algorithms to understand their content and intent. Make sure important products are reachable through clear site structure and links, rather than relying on a shopper or search engine to guess where they are. Review category pages, navigation, and internal links for dead ends or products that are difficult to find.
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Search visibility is not a substitute for useful product pages. When a shopper arrives, the page should make it possible to understand what is being sold and whether it meets the shopper’s needs. Check that the page’s product information is clear and consistent with the information you share elsewhere.
Use structured product data and product feeds appropriately
Google recommends relevant structured data and sharing product data to help it understand ecommerce products. Structured data can communicate details such as price, discounts, and shipping. Merchant feeds can give merchants greater control over product-data updates. These are related but distinct ways of supplying product information; neither guarantees a particular ranking, display, or amount of traffic.
Keep the underlying product details accurate and current. If a price, offer, or shipping detail is out of date, the extra data does not solve the customer’s problem. Google’s guidance makes eligibility for certain search appearances possible, not assured.
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Reduce checkout friction without removing useful safeguards
Baymard Institute reports a global average cart-abandonment estimate of 70.19%; the year is not stated in the surfaced passage. Treat this as broad context, not a target or a forecast for your store. Abandonment includes people who are browsing or comparing, so it should not be interpreted as a count of purchases you could certainly recover.
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Baymard also estimates that the average large ecommerce site could potentially improve conversion by 35.26% through checkout design improvements; the year is not stated in the surfaced passage. This is a research estimate about potential at large sites, not a promised result for an individual merchant.
Ask only for information the order needs
Shopify’s 2026 checkout optimization guide recommends reducing unnecessary information requests. Review each required field and ask whether it is needed to process, fulfill, or support the order. If it is not, consider whether it can be removed or made optional. Do not remove information required for a legitimate operational or legal purpose just to shorten the form.
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Offer payment choices that fit your customers
Shopify recommends offering popular payment methods. The useful choice depends on the customers you serve and the options your platform and market support. Use your store’s payment and checkout behavior to decide which methods merit attention; offering more choices is not automatically better if they do not fit your audience or complicate the flow.
Check loading speed and mobile usability
Shopify’s guidance also recommends improving page speed and supporting checkout on mobile and desktop. Test the actual checkout journey on both types of device, paying attention to slow-loading steps, awkward fields, and controls that are hard to use. Prioritize problems customers encounter in the live flow rather than treating a general design preference as proof of a conversion issue.
Compare changes by the problem they address
The following options address different parts of the purchase journey. Choose based on the drop-off or customer difficulty you have observed, not on the assumption that one category of change will help every store.
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| Approach | What it can address | What to inspect | What to measure |
|---|---|---|---|
| Site structure and internal links | Products that are difficult to reach from navigation, categories, or other relevant pages | Whether shoppers can find important products through clear paths and working links | Visits reaching relevant product pages from the paths you changed |
| Structured product data | How Google understands details such as product price, discount, and shipping | Whether the product information represented is accurate and current | Whether the intended product information is understood and whether relevant search appearances become eligible; eligibility does not ensure display |
| Merchant product feed | Sharing product data with greater control over updates | Whether feed details remain consistent with the store’s current product information | Whether feed updates are reflected accurately; do not assume an update guarantees traffic |
| Checkout form changes | Unnecessary information requests that make checkout harder to complete | Which fields are genuinely needed for the order | Checkout completion and the affected step’s exit rate |
| Payment, speed, and device improvements | Payment choice, loading, or usability problems in the checkout flow | How the flow behaves for your audience on mobile and desktop | Checkout completion segmented by device or relevant payment behavior |
The measurement column describes practical checks, not guaranteed outcomes or a prescribed Google or Shopify reporting setup. Use measures your store can observe consistently.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Evaluate a change with store-specific evidence
Define the question before changing the experience
State the observed obstacle and the intended result in plain terms: for example, “mobile shoppers are leaving at this checkout step; simplifying this field should make more of them complete checkout.” This keeps the change connected to an observable problem instead of a broad goal such as “improve conversion.”
Track the closest relevant outcome
Use the funnel step most directly affected by the change. Product-discovery work should be assessed by whether relevant shoppers reach product pages; checkout work should be assessed by whether shoppers complete the affected flow. Total sales can also be useful, but changes in traffic mix, product availability, or other store conditions can obscure the effect of a small interface change.
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Keep the comparison interpretable
- Record the date and details of the change.
- Compare equivalent periods and, when relevant, separate mobile and desktop behavior.
- Avoid changing several unrelated parts of the journey at once if you need to understand which change mattered.
- Check that the outcome is not explained by another change, such as different traffic sources or product availability.
- If the available data is too limited to distinguish a real pattern from ordinary variation, treat the result as uncertain rather than as proof.
There is no universal conversion benchmark in these sources that can diagnose an individual store. Baymard’s broad figures can provide context, but your own customer mix, products, and implementation determine whether a particular change is useful.
Frequently Asked Questions
Do I need both structured product data and a Merchant Center feed?
They serve related but different purposes: Google’s guidance describes structured data as a way to help it understand product details on the site, while a merchant feed gives merchants greater control over product-data updates. The material here does not establish that every store must use both.
How should I calculate checkout completion?
Choose a consistent definition and denominator for your store—for example, completed orders divided by shoppers who began checkout—and keep it unchanged when comparing periods. A different denominator answers a different question, so label the measure rather than comparing unlike rates.
Will a checkout improvement guarantee more sales?
No. The cited guidance identifies changes worth considering, and Baymard’s figure is a potential estimate for average large ecommerce sites. Neither establishes a guaranteed outcome for a particular store.
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