29 website tweaks to add 29% in revenue

Even if you only action 5 to 10 of these, the impact can be big.

There’s always a conversion win to be had on most websites. What I love most about that is the fact it gives you the ability to convert more of the traffic you’re already getting. You don’t need to constantly be thinking how am I going to drive more new traffic (although that matters too), you can just convert what you have more efficiently.

Most websites aren’t great…fact. The first point on this list can net you a whole load in many cases. Skipping to no.28 - if you watch your traffic shop you’ll see that most people take a cursory scroll and then head straight to the navigation. So get this wrong and you really screw things up. Really think about how they shop, what they expect to see etc and then give them that!

Ok, here goes…

1. Tidy up your navigation.

If it takes more than a few clicks to find your bestsellers, you’re losing people. Keep it simple. Use clear language, not internal jargon, and group products in a way that makes sense to first time visitors. I see so many sites get this wrong.

2. Make sure your mobile experience isn’t second rate.

Mobile visitors are often 70%+ of your traffic, but convert at half the rate of desktop. Prioritise speed, usability, and button size. It needs to work one thumbed whilst walking along a road.

3. Speed up your site.

Compress images, remove clunky apps or scripts. People won’t wait more than a couple of seconds, especially on mobile. A faster site will lead to more conversions.

4. Don’t neglect your collection pages.

Your collection listing pages should help people browse, not confuse them. Use filters, highlight bestsellers, and show prices, ratings, and quick add buttons at a glance.

5. Rewrite your product descriptions.

Nobody needs a list of specs, they want to know if it’ll work for them. Focus on benefits, answer FAQs, and keep it skimmable. If it sounds like your packaging copy, rewrite it.

6. Improve your product imagery.

Zoomable images, close-ups, lifestyle shots, all essential. For higher end items, consider video or 360° views. Make sure your images show scale, use, and texture.

7. Add reviews (and don’t be afraid of the odd 3-star one).

Real reviews help people feel confident buying. Even critical feedback can build trust, it shows you're not hiding anything.

8. Show off UGC.

Photos from real customers using your products are more persuasive than any polished shoot. Embed them on product pages or include a UGC gallery via your Instagram or email follow up.

9. Create bundles.

Offer product sets with a slight discount e.g. “starter kits” or “gift bundles.” They increase AOV and reduce decision fatigue. This won’t apply to every business but it will apply to a lot.

10. Use sticky ‘add to basket’ buttons.

Especially on mobile. People scroll. Don’t make them scroll back up when they decide to buy.

11. Add a product finder quiz.

Let customers filter themselves into the right product. Works well for skincare, home, gifting, anything with multiple options. It boosts conversion and email capture.

12. Launch a loyalty scheme.

You don’t need points and tiers to start, even “10% off your third order” or free shipping for regulars goes a long way. Loyalty means more frequent purchases. But don’t confuse this with recruitment - a loyalty scheme won’t make a first time customer buy.

13. Personalise where you can.

Return visitor? Show them what they last browsed. 

14. Capture emails early.

Don’t ask immediately, use timed or exit pop-ups. Incentivise sign up and continually test - try and get sign up to as close to 10% as possible.

15. Add urgency (honestly).

“Only 4 left” or “Ends midnight Sunday” works, but only if it’s real. Customers are savvy, false urgency can do more harm than good.

16. Promote your returns policy clearly.

Free returns or satisfaction guarantees lower buying anxiety, especially for fashion or gifting. Make sure it's visible on product pages and in the footer.

17. Add payment trust markers.

At checkout, show icons for Visa, Mastercard, PayPal, Klarna, etc. People look for these, even subconsciously. It’s a trust signal.

18. Simplify checkout.

Remove unnecessary fields, offer guest checkout, and break it into manageable steps. If someone’s ready to buy, don’t make them jump through hoops.

19. Add live chat or a chatbot.

Quick questions often stop people from converting. If you can’t man live chat full-time, use an automated tool or a well written FAQ bot to help bridge the gap.

20. Offer multiple payment options.

Apple Pay, Google Pay, Klarna, Clearpay, PayPal. People expect choice. The more ways they can pay, the fewer abandonments you’ll see.

21. Use a free shipping threshold.

“Free UK delivery over £50” works. People will add an extra item to hit the minimum. Just make the threshold realistic.

22. Add a referral programme.

“Give £10, get £10” can turn customers into brand advocates. Add it post-checkout or via email after delivery.

23. Cross-sell relevant items.

On the product page or in basket, suggest items that genuinely go together. Avoid random add ons.

24. Offer gentle upsells.

“Upgrade to the luxury version for £8 more” or “Add gift wrap for £3” small, optional, and value driven.

25. Use a floating basket icon.

Keep it visible with the number of items and total value. Handy on mobile, and nudges checkout without being pushy.

26. Add a wishlist.

Ideal for gift givers or browsers not quite ready to commit. It also gives you opportunities for follow up nudges. This works really well for a big catalogue of products when the sheer number of products can be difficult to navigate.

27. A/B test everything.

Don’t assume. Test. Homepage layout, button text, email capture offers. 

28. Use heatmaps and recordings.

Hotjar can show you where people rage click, scroll past, or give up. Fix what you see, not what you assume.

29. Invest in SEO and content.

Don’t rely solely on paid ads. Optimise your product pages, write useful articles, create landing pages for seasonal or niche terms. Long term traffic builds value.

Final thought…

None of these tips on their own will suddenly triple your revenue.

But together? They build a faster, simpler, more trustworthy experience and that compounds into higher conversion, higher basket values, and more repeat customers.

If you’ve been coasting on the same site for 18 months…it’s probably time for a refresh.