A well-run e-commerce store leaves 20–40% of possible revenue on the table simply through friction. These are the twelve fixes we ship on almost every project — ordered by impact.
Product page
- Above-the-fold price, shipping, and stock — no scrolling.
- Sticky add-to-cart on mobile.
- 6+ images, one lifestyle, one scale, one detail macro.
- Reviews with photos, sorted by "most helpful" not most recent.
Cart and checkout
- One-page checkout, guest by default.
- Apple Pay and Google Pay above the fold.
- Post-code-first address entry (huge on mobile in the GCC).
- Trust bar with returns, secure checkout, and support hours.
Post-purchase
- Thank-you page cross-sell (10–15% AOV lift is typical).
- Transactional emails that look like the brand, not Shopify default.
- Post-delivery review request at day 7, referral offer at day 14.
- SMS for shipping updates only — never marketing.
Expected uplift
Shipped together, these twelve typically add 15–30% to conversion rate within 60 days, and 8–14% to AOV. The compounding effect on ad ROAS is where the real story is.
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