5 Changes That Made Our Clients' Sites Sell More

Most advice about increasing online sales involves spending more money or making dramatic changes. But some of the biggest improvements we've achieved for clients came from small changes that took a few hours to implement. Here are five that have worked repeatedly.

1. Put delivery information where people can actually see it

We audited a fashion brand where free delivery information was buried in the footer. Customers had to scroll down and click a link to find out when they'd receive their order and whether they'd have to pay for shipping.

We moved the delivery information directly onto product pages, right below the price: "Free UK delivery. Order by 2pm, arrives tomorrow." Sales increased by 12% within two weeks.

Why it works: Delivery cost and timing are among the top reasons people abandon purchases. Making this information obvious removes uncertainty at the moment of decision.

2. Add a sticky "Add to Basket" button on mobile

On most sites, you have to scroll back up to add something to your basket after reading the product description. On a phone, this is annoying enough that people give up.

Adding a button that stays visible at the bottom of the screen as you scroll increased add-to-basket rates by 18-25% across several clients. The technical implementation is straightforward on most platforms.

Why it works: When someone decides they want something, every additional action required increases the chance they'll change their mind or get distracted.

3. Show reviews more prominently (or get some if you don't have them)

One client had excellent reviews but displayed them in a tab that required clicking to open. Most visitors never saw them. Moving the reviews directly onto the product page — no clicking required — increased the purchase rate by 8%.

If you don't have reviews, getting them should be a priority. A product with reviews significantly outsells the same product without them. Send a post-purchase email asking happy customers to leave a review. Make it easy by including a direct link.

Why it works: People trust other customers more than they trust brands. Reviews reduce the perceived risk of buying something new.

4. Simplify your checkout form

We counted the fields in one client's checkout: 17 required entries before you could complete a purchase. Some of them were absurd — full date of birth for a clothing brand, for instance. We cut it to 9 fields. Checkout completion increased by 23%.

Look at every field in your checkout and ask: do we actually need this? If you don't need it to fulfil the order or you're not using the data for anything valuable, remove it.

Why it works: Each field is an opportunity for someone to get distracted, make an error, or decide it's not worth the hassle. Fewer fields mean fewer drop-offs.

5. Make the "Buy Now" button actually look like a button

This sounds ridiculous, but we've seen multiple sites where the main purchase button was styled so subtly that people couldn't find it. One brand had a thin-bordered grey button on a light grey background. Changing it to a solid, contrasting colour increased clicks by 34%.

Your primary action button should be immediately obvious. It should be the most visually prominent element on the page. If someone lands on your product page, they should know exactly where to click to buy within half a second.

Why it works: People don't study web pages carefully. They scan quickly and act on what catches their attention. If your buy button doesn't catch attention, people won't click it.

The common thread

None of these changes are clever or innovative. They're about removing obstacles between someone wanting to buy and actually buying. Every extra step, every moment of confusion, every piece of missing information costs you sales.

Before investing in more traffic or better advertising, look at your site through a customer's eyes. Better yet, watch a friend who's never seen it try to make a purchase. You'll find problems you never noticed.