How to Optimize An Online Shop

How to optimize an online shop is a big question encompassing many different possibilities. To refine the question, “optimize” needs its own predicate. Fill in the blank from the list below:

Optimize for _______?________

Speed and Performance

User Experience


Mobile Devices

Conversion Rates

Let’s tackle these one by one.

How to optimize an online shop’s speed and performance

Run load tests.

Run load tests to get an idea of how many concurrent users your website can handle. These days it’s easy and inexpensive to run load tests with open source tools like Apache JMeter and Gatling. Run your tests regularly with a setup and data models that are as close as possible to actual production figures.

Know your bottlenecks.

It’s important to know how many concurrent users your site can support, but it’s also vital to know where users can pile up. Some pages are especially susceptible to bottlenecks. These typically happen where key technical activities occur, like on the inventory database and checkout payment systems.

In terms of site capacity and performance, many retailers forget important factor of how shoppers are distributed within the site. If you think you can handle a thousand concurrent visitors but they’re all stuck in a bottleneck on your payment page, your site can slow down or crash.

Balance image quality with loading times.

Your product images should be clear and high-quality, but not so high-quality that they affect page-load times, especially on mobile devices. As more and more people shop on their phones, balancing on that fine line becomes increasingly important.

How to optimize an online shop’s user experience for shoppers

Make it pretty, but most of all make it easy to select from your catalog.

If you sell directly from your own storefront, make your shop has an attractive design and is easy to navigate. Present your product listings with rich details, good photography, a convenient checkout page, and an internal search function a shopper can instantly find what they’re looking for, rather than searching through menu categories (although you should have those too). Include links to product and store reviews.

If you have related products, try concentrating them on one page instead of making a separate page for every model or color. Make one page for related products. Use a drop-down menu or another technique to let users choose which color, size, model or type they want.

Ensure accuracy for all your product listings

Errors in product descriptions can get expensive, in the form of excessive returns, bad online reviews and loss of repeat business. Therefore, ensuring 100% accuracy is an optimization that e-tailers can’t afford to overlook.

If you move a lot of different products, one important optimization you need in that case is to use PIM (Product Info System) software (vs a spreadsheet). A PIM will maintain all of the data and photos for each product that you sell, in order to make sure it is correctly listed and displayed regardless of what marketplace or channel you’re selling through.

Used in conjunction with a product syndication service like Shopping Feed, there is no more manual entry to do once you create your master source of truth on the PIM, even when you decide to start selling through new channels.

How to optimize an online shop’s SEO

Use keywords both in your product titles and in the details section.

You can’t just guess at keywords – words you think people will be using to search for your products; you have to do the research to see which terms they’re actually using if you want them to find and–most importantly–decide to buy from you. Google’s Keyword Planner is free to anyone with a Google Ads account.

Preferring what’s easy to read at a glance, people often look at bullet points rather than lengthy descriptions, so they may even skip over your main product description and go straight to your Product Details. Bullet points which include your keywords will not only boost your product ranking in search results but can help win over conversions for shoppers in a hurry.

You will also want to optimize your product keywords for Google searches, and for Amazon if you’re selling there.

Consider selling directly from search via Google Shopping.

Another thing to think about is Google Shopping Merchants who sell in decent volumes can enroll, set up a Google Product page, and sell any individual product instantly, straight from a normal Google search results page. Listing your product directly with Google Shopping is the fastest way to get in front of potential customers who are already looking for the products that you sell.

How to optimize an online shop for mobile devices

Streamlining your site and making it faster for mobile will absolutely help your conversion rates. Don’t neglect mobile.

The very first step in proper mobile optimization is checking your website with Google’s Mobile Test tool. This will help you discover and fix the preliminary issues that Googlebot might face while crawling your site.

View the Mobile Usability Report and check for issues related to Flash usage, viewport not configured, content not sized to viewport, small font size, and having touch elements too close. Also regularly monitor the Search Console for 404s, site crawling issues, server connectivity issues, DNS issues, and URL errors.

follow these best practices to convert them easily:

Test the mobile version of your checkout process so that it remains intuitive.

Remove all distractions from the checkout process to help ensure that customers complete their purchases. And, make payment as easy as possible. Use digital wallets like Apple Pay, PayPal One-Touch, Visa Checkout and Amazon Pay. The use of digital wallets is an essential part of mobile checkout optimization because it helps minimize cart abandonment.Optimize the speed in which the site loads. Studies have shown that even an additional second longer to load can decrease conversions.

How to optimize an online shop’s conversion rate

If your site sees solid traffic but just isn’t closing sales, then it’s time to think about conversion rate optimization (CRO). At its core, CRO is aimed at increasing the percentage of site visitors who stay and make a purchase.

The average e-commerce conversion rate falls between 1% and 3% on a global scale. Your goal is to attempt to raise your conversion rate any way you can.

Experiment with a one-step checkout. If you’re a shop with very few items, maybe you don’t even need a cart step. Test to see if removing that step increases your overall revenue.

Follow up on abandoned carts. Trigger email reminders to cart abandoners. You could also consider a modest Retargeting ad campaign to lure those shoppers back to make the buy.

Other good CRO strategies are split-testing, displaying selected product reviews, and adding live chat or a chatbot to assist shoppers on your site.

As we said at the beginning, optimization can be applied to many functions in an online shop. Use Google Analytics to find out where your numbers are lagging, and then address those areas first.

Shopping Feed syndicates search-optimized product listings on all of the world’s most powerful marketplaces, syncs and refines inventory data, perfects your listings, and automates your fulfillment workflow.

Contact us for more info:  (920) 333 3488