After 400+ store builds, we’ve seen the same optimisation gaps repeated again and again. This guide covers the highest-leverage fixes, in the order that maximises ROI.

1. Site speed (the foundation)

• Compress all product images to under 200KB
• Use WebP format instead of JPG/PNG
• Remove unused Shopify apps — each app adds page weight
• Aim for under 2 second load time on mobile (test at PageSpeed Insights)

2. Product page conversion

• 5+ high-quality product images (front, back, sides, in-use, scale)
• Clear bullet points highlighting key benefits
• Reviews displayed prominently above the fold
• Trust signals — shipping info, returns, secure payment badges
• Sticky add-to-cart on mobile

3. Checkout optimisation

• Guest checkout enabled (mandatory accounts kill conversion)
• Multiple payment methods — card, instant EFT, mobile wallets
• Free shipping threshold prominently shown
• Order summary with photos visible throughout checkout
• Exit-intent popups with discount codes for abandoners

4. SEO fundamentals

• Unique meta titles & descriptions per page
• Product schema markup (JSON-LD)
• Optimised URL slugs (no auto-generated gibberish)
• Internal linking between related products
• Blog content targeting your niche keywords

5. Email capture & marketing

• Welcome popup with 10-15% discount for first-time visitors
• Abandoned cart email sequence (3 emails over 7 days)
• Post-purchase email asking for review
• Win-back campaigns for customers who haven’t bought in 90+ days