Website conversion rate optimisation — 8 tips you can implement today

What’s covered

• 01:05Why sending paid traffic to an unoptimised site wastes budget
• 05:00Tips one and two: page speed and the above-the-fold decision
• 10:30Tips three and four: product photography and description structure
• 16:15Tips five and six: trust signals, shipping clarity and reviews
• 22:00Tips seven and eight: checkout friction and cart abandonment recovery
• 27:30How to measure whether a change actually worked

Show notes

Before you spend money sending traffic to your website, the website has to be able to convert it. In this episode Anna walks through eight conversion improvements you can make immediately, in the order that usually produces the biggest return, and explains how to tell whether each one worked.

The opening argument is financial. If your site converts at one per cent and a competitor's converts at two, they can pay twice as much as you for the same click and still be profitable. Conversion rate is not a website detail — it determines how much you are allowed to spend on marketing. Fixing it before scaling ad spend is the highest-return sequence available.

Tips one and two cover first impressions. Page speed is unglamorous and decisive, particularly on mobile where most Australian ecommerce traffic now arrives; oversized images are the usual culprit and the fix takes an afternoon. Above the fold, a visitor should be able to answer three questions within seconds: what is this, is it for me, and what do I do next. Most homepages answer none of them.

Tips three and four are about the product page, which is where the decision is actually made. Photography needs to show scale, texture and the product in use, not just a white-background hero. Descriptions should lead with the outcome the customer wants, then the specifics they need to feel safe buying — dimensions, materials, fit, care. Anna covers the common mistake of writing descriptions that read as brand poetry and answer none of the practical questions.

Tips five and six address trust. Shipping cost and delivery timeframe should be visible before checkout, because a surprise at the payment step is one of the most reliable ways to lose a sale. Reviews should be on the product page, not a separate testimonials page nobody visits. Returns policy should be stated in plain language. Every one of these reduces the perceived risk of buying from a business the visitor met ten minutes ago.

Tips seven and eight tackle checkout and recovery. Remove every field you do not genuinely need, offer guest checkout, and support the payment methods your customers actually use. Then build the abandoned cart sequence — a short series of emails that recovers a meaningful share of carts and costs almost nothing to run once it exists.

Anna closes on measurement. Change one substantial thing at a time, give it enough traffic to mean something, and compare against the same metric over an equivalent period. Stacking six changes in a week feels productive but teaches you nothing about which one moved the number, and the point of this work is to learn what your customers respond to.

If this is the constraint in your business right now, it’s what our marketing coaching is built around.

Transcript

Resources mentioned

• Ecommerce growth consulting
• Take the Growth Scorecard