Getting more sales
from the same visitors.

Every store loses people at four points: arriving but not looking at a product, looking but not adding to cart, adding but not starting checkout, and starting checkout but not finishing. GA4's purchase journey report shows how many users get through each step, as long as your store sends the standard ecommerce events.

Fixing a small leak at a busy step can be worth more than fixing a big leak at a quiet one. Put your numbers in to see which step to start on.

Most of the decision happens here. Put the things people check before buying right next to the button: the total price, when it will arrive, what happens if it doesn't fit or work, and how other buyers rated it. If shoppers have to scroll or click to find them, many won't.

Google's Merchant Center image rules keep the main photo clean, and the same idea works on your own page. Good photos usually do more than more copy: the product from several angles, in use, and at a scale people can judge. Then answer the questions customers email about. Those answers sell, and they help with search and AI tools too. The how shoppers choose page has the psychology behind each one.

Baymard found 17% of US online shoppers had abandoned an order because the checkout was too long or complicated. Its benchmark of large US stores found an average of 23 form elements in checkout, where about 12 would do.

The usual fixes are dull and effective: let people check out as a guest, cut fields to what you need to deliver, offer the payment methods your customers already use, and show the full cost, including delivery, before the last step.

• Guest checkout, with an account offered after the order
• Address lookup instead of typing every field
• Familiar payment options: cards, PayPal, Apple Pay, Google Pay, and buy now pay later if your customers use it
• The delivery cost and date shown before checkout, not discovered in it

A first-order discount for joining the email list works for many stores, because it gets you a way to reach people who weren't ready to buy. Bundles and free shipping thresholds can lift the order value. Check the maths first: the free shipping check shows whether a threshold pays for itself.

Constant sales do the opposite. If there's always 30% off, the full price stops meaning anything, and 'was' prices that aren't genuine can mislead under the ACCC's pricing rules. The advertising rules page has the detail.