Let’s face it – scaling profitably has never been tougher.
Over the past few years, customer acquisition costs have skyrocketed. In fact, CAC is up by over 60%. Add to that a saturated market, dwindling attention spans, and a shrinking share of wallet, and you’ve got a battlefield where only the most strategic brands thrive.
In a nutshell:
Improve each of these metrics by just 15% and you’ll double your revenue from the same traffic.
Sessions → Product View
Product Views → Add to Cart
Add to Cart → Start Checkout
Start Checkout → Complete Checkout
AOV (Average Order Value)
Improve each of these by just 15%, and you could double your revenue – without increasing your ad spend by a single pound.
1. Sessions to Product Views: Stop Wasting Clicks
Getting someone to land on your site is just the beginning. If visitors aren’t engaging with your products, you’ve paid for a wasted session.
This drop-off often comes down to two things: poor landing page relevance and confusing navigation.
Ask yourself: is the traffic landing on the most relevant product or category pages? Are your featured collections and homepage actually guiding users to shop, or just taking up space? Every barrier between a user and your products is costing you money.
Quick win: Audit your top entry pages and match them more closely to intent. If you’re running Google Shopping, make sure your feed titles and descriptions lead to a truly seamless user experience.
2. Product Views to Add to Cart: Make Buying the Easy Choice
They’re looking at the product. That’s already a huge signal of intent. But if they’re not adding it to their cart, something’s getting in the way.
Pricing doubts? Lack of trust? Missing info?
Improving this metric is often about increasing confidence. Think about better product descriptions, social proof (like reviews and user-generated content), shipping clarity, and urgency tactics like limited stock indicators.
Quick win: Test showing delivery times, return policies, and trust badges near the add-to-cart button. You’d be amazed how much that reduces hesitation.
3. Add to Cart to Start Checkout: Don’t Let Friction Kill Momentum
Plenty of carts are abandoned before checkout even begins. Why? Because your cart or mini-cart is working against you.
Common culprits include unexpected shipping costs, poor mobile UX, or even annoying upsell tactics that interrupt the buying flow.
Your goal here is to make the transition from intent to action as smooth and obvious as possible.
Quick win: Streamline your cart page. Remove distractions, simplify design, and make the “checkout” button impossible to miss.
4. Start Checkout to Purchase: Nail the Final Hurdle
You’re 90% of the way there. But a clunky checkout experience can kill the sale.
This is where even the best ecommerce brands bleed revenue – slow load times, too many form fields, account creation walls, and lack of payment options all play a part.
Quick win: Enable guest checkout. Offer PayPal, Apple Pay, Klarna – whatever works for your customers. And run speed tests regularly – especially on mobile.
5. AOV (Average Order Value): Grow Revenue Without More Customers
Want to make more money without driving more traffic? Increase the value of every basket.
Upsells, cross-sells, and bundling are your friends here. But execution matters – if your product recommendations feel forced or irrelevant, they’ll just get ignored.
Quick win: Test offering free shipping at a slightly higher threshold than your current AOV. You’ll be surprised how often customers will spend more just to avoid a fee.
The Compound Effect: Why This Works
Here’s the maths: If you improve each of these five metrics by just 15%, the cumulative impact on revenue is enormous. We’re not talking about doubling any single metric. We’re talking about stacking small wins across the entire funnel.
That’s the power of conversion optimisation. It’s not flashy. It’s not going to win you a Cannes Lion. But it will make you more money – and it’ll make your paid media work harder without needing a bigger budget.
