Building commerce websites has become increasingly prominent as a lucrative avenue for selling products online. As such, more and more businesses are creating eCommerce sites to sell their goods directly to customers. However, having a functional eCommerce website is only the first step; optimising your site so that it will drive sales is the final goal.

What does eCommerce web design optimisation mean? Optimisation of a website means applying a process to your website to increase its visibility, driving traffic to it and ultimately increasing its conversion rate. The success or failure of an eCommerce business depends on many factors, one of which is the look and feel of the website. If your website isn’t optimised well, you can expect a drop in sales.

If people won’t trust your website, they will simply leave rather than risk a dodgy purchase. In fact, in the last year, about 41% of online shoppers left in the middle of a sale during checkout. Only 24% of physical store shoppers abandon a deal before completion, according to SaleCycle. As much as 69.57% of all industry shopping carts are abandoned before the sale, according to Baymard. Therefore, to avoid losing conversions, eCommerce website optimisation should be implemented across all industries.

Whether you have just launched your eCommerce site or have had one for some time now, it’s essential to identify areas of improvement to optimise it and drive sales. Read on to discover our eCommerce web design optimisation tips and tricks. For web design tools, check out our blog on the best web design and marketing tools for eCommerce

Why Optimise Your Ecommerce Website

Ecommerce website graphic with three people using an ecommerce website

There are many reasons to optimise your website. However, the most important reason is to improve your website’s search engine ranking. Making your website more search engine friendly will increase your chances of appearing higher in the search results. This will lead to more traffic and potential customers for your business.

Another reason to optimise your website is to improve the user experience. By making your website faster and easier to use, you will make it more enjoyable for visitors. This will encourage them to stay on your site longer and return more often.

Finally, optimising your website can help to reduce your costs. By making your site more efficient, you will save on hosting and bandwidth costs. This will free up more resources to invest in other areas of your business.

The Growing Need for Ecommerce Website Optimisation

The world of eCommerce is growing at an exciting pace. In fact, eCommerce is one of the fastest-growing digital industries. In 2023, sales on Ecommerece platforms are predicted to amass 20.8% of all retail sales worldwide.

Moreover, with more and more people shopping online these days, it’s no wonder that businesses have taken note. That said, if you’re thinking of beginning your own eCommerce store or revamping your current one, now is the perfect time to optimise your eCommerce website. 

There are several ways to improve your website’s conversion rate. These include On-page SEO, Mobile website, and Conversion rate optimisation. Regardless of your type of business, there are several ways to improve your site to increase sales. To learn more, check out this article.

Ecommerce Website SEO Optimisations

Big graphic text saying "SEO"

One of the most noticeable aspects of Ecommerce web design is On-Page SEO. On-Page SEO involves optimising the content of your website in order to appear higher on Search Engine Results Pages or “SERPs”. Consequently, on-Page SEO is often contrasted with Off Page SEO. Although they are both methods to improve a webpage’s search rankings and acquire more leads, On Page SEO involves emphasising SEO factors that occur directly on the website’s page, such as the content or title tags and meta descriptions. 

All SEO activity influencing the page rankings externally is known as Off Page SEO, such as link-building services in Glasgow or social media marketing

On-page SEO is critical for gaining better rankings on search engines. It involves cutting out duplicate content and making web pages more intuitive to use. This improves your web page usability and increases the likelihood of backlinks and social mentions. SEO is a long-term strategy. But it is well worth the effort.

Optimisation for SERP

Online shopping on smartphone graphic showing giant smart phone in the middle next to two people one with a magnet attracting people icons and another with an arrow and megaphone

On-page SEO is the first step to ranking on Google SERP (Search Engine Results Pages). This involves optimising your website’s coding, using the right keywords, and improving the site’s titles, descriptions, and sitemap. On-page SEO is essential if you want to increase your sales and reach a larger audience. Most small businesses hire website SEO services to make their sites more appealing to search engines.

Implementing effective On-Page SEO involves using methods for your internal website, such as appropriate keywords, structuring your pages, and ensuring the quality of your content. Following these guidelines can increase your website’s visibility and sales. Then, make sure that your content is relevant and fresh.

Search engines like Google use a variety of signals to determine whether a page is relevant to the searcher’s intent. Content that does not address this intent is unlikely to be found in the top five results. It’s also important to ensure the page title and description are enticing enough to draw the user’s attention.

Title Tags

The title tag should contain the targeted keyword at the beginning. It should not exceed 55 characters, as Google will cut off titles longer than this limit. The meta description, meanwhile, is a brief summary of the page’s content, which appears in SERPs. It helps users learn more about the page, and Google bolds search terms that appear in the meta description

Internal Linking

Internal linking or link-building strategies are also essential to on-page SEO. Not only does it help visitors find related content, but it also helps search engines find new content. Using the proper anchor text on your links tells search engines what to expect on the destination page.

Relevant Keywords

When it comes to using on-page SEO methods to improve your site’s visibility, having relevant keywords in your domain name is essential. Search engines use these words to determine the relevance of your content. Keep in mind that different countries interpret words differently. For example, “comforter” may mean blankets in the U.S., while “pacifier” might mean a pacifier in the U.K. Using keywords can help you target the right countries and regions.

Conversion rate optimisation

Conversion rate optimisation, or “CRO”, has numerous benefits for businesses of all sizes and types. It helps companies increase revenue by converting website visitors into qualified leads. The process begins with a clear understanding of the customer. The aim is to create a personalised experience and build trust. This is crucial for a sustainable increase in conversions.

A detailed analysis of your website will reveal your website’s conversion rate and impact on your business. Therefore, focusing on pages with a high bounce rate or intent is fundamental for optimisation. You should also conduct a technical audit to check page load speed and on-page SEO.

Content Delivery Network

A Content Delivery Network or “CDN” can help you improve the speed of your website. These networks use servers closer to the end user and deliver web pages faster. However, the distance between the site and the user affects latency, the time it takes for a server to respond to a request. A CDN can reduce this latency, so your site will load faster for visitors from far away.

In addition to increasing web page speed, CDNs help resolve the annoying delay when media is loading. 

For example, news organisations may have millions of photos and videos on their sites. This causes a lot of data traffic and burdens the sites’ bandwidth. CDNs can be used to remove outdated content through certain caching algorithms ensuring the users experience the latest version of a file.

Unique Value Proposition

A clear, Unique Value Proposition or “UVP” that your customer can view is vital to cultivating sales. Anyone considering your site should quickly understand your business’s value and your Unique Selling Point or “USP”, which sets you apart from competitors. In addition, creating a simple UVP and Call To Action make your Ecommerece more appealing and easy to click.

Mobile Website Optimisation 

Business analysis graphic with chart arrow emerging from phone and charts around phone

As smartphone users become more common, it has become an increasing necessity for businesses to optimise their websites for mobile users. Eight out of ten people will leave a website that does not display well on a mobile device. A mobile-optimised website can appeal to a broader audience, which will result in more sales for your business. With so many people using mobile devices for daily tasks, it is essential that your website be mobile-optimised, so that you can skyrocket your conversion rates and overall revenue.

In 2017, mobile eCommerce sales made up 34.5% of the total U.S. retail eCommerce market. This figure has grown significantly since then as many customers conduct their business on their phones. Statista predicts that by 2024, mobile commerce sales will amount to $4.5 trillion while amassing almost 70% of online retail transactions. 

For increased time on your website, which can lead to additional conversions, consider implementing the web design tips below:

  • Create an easy mobile UI navigation
  • Important pages should be easy to access, and click
  • The site should be optimised for fast loading
  • Create a “mobile-first” strategy
  • Improve UX by inserting appealing buttons and using two or fewer fonts

Among the most important things to consider when optimising your mobile site are the speed and page load time. Ideally, your site should load in two seconds or less. One of the primary ways to load your page faster is by optimising images and reducing content. In addition, using a caching plugin and reducing graphic load time will help improve your mobile website’s overall speed. 

Web Design Analysis

business woman using laptop for ecommerce graphic

Before implementing major web design elements, it is essential to check the health of your eCommerce website through an analysis of how your pages perform. Using website analysis tools will provide the basis of what you need to optimise your pages. Some practical tools you can start optimising with are SErankings and Google’s web vitals report.

Reduce Cart Abandonment

woman holding shopping bag in live fashion ecommerce video graphic

Reducing cart abandonment should be an important property for any eCommerce website. This is especially true for mobile users, where cart abandonment is common. This can lead to lost sales, so speeding up checkout pages and removing unnecessary steps will help reduce cart abandonment. You should also include a clear call-to-action in your website copy. By addressing these issues, you can increase the chances of converting mobile website visitors.


We have talked about several methods of enhancing your website experience through well-optimised eCommerce web design. We mentioned web design optimisation factors to implement to benefit an eCommerce web page, from title tag and keyword optimisation to CRNs and mobile optimisation. 

We hope these tips were informational and serve to optimise your site, boosting conversions and improving your eCommerce website when implemented.