How to improve your conversion rate
The method behind every conversion fix: measure the funnel, find the leak, diagnose the cause, prioritise and test.
8 min read
E-commerce guides for stores that want to sell more
Practical guides to running an online store that converts: how to measure and improve your conversion rate, build product pages that answer every buying question, and create the images, video and copy that sell. Every figure is sourced from independent research, and every guide answers one question properly.
Conversion
How to measure, diagnose and improve the share of visitors who buy.
Conversion rate benchmarks
The formula, the 2026 benchmarks by industry, why they disagree, and how to set a benchmark you can actually use.
5 min read
Reduce cart abandonment
Why 7 in 10 carts are abandoned, the reasons shoppers give, and the checkout fixes that address each one.
5 min read
7 common e-commerce mistakes
The mistakes that cost stores the most, the symptom that gives each one away, and where to start fixing it.
4 min read
Product content
Product pages, images, video and copy that answer the buying questions.
Product page best practices
The six questions every product page must answer, and how to order the page so shoppers find the answers.
6 min read
Product photography shot list
The nine shots that answer a shopper's questions, the technical rules marketplaces enforce, and how to cover a whole catalog.
5 min read
Product videos for e-commerce
When motion carries information a photo can't, where video earns its place, and how to make it for a whole catalog.
6 min read
Write product descriptions
A template that answers buying questions, keeps products comparable and reads well to search and answer engines.
4 min read
Store foundations
The principles that work everywhere, a checklist to audit against, and trust.
E-commerce best practices
The six principles that hold for every store, from being found to being bought from again, with a guide per industry.
6 min read
Webshop checklist
A 42-point audit across product pages, checkout, trust, speed, SEO, measurement and EU legal basics.
5 min read
Trust signals and social proof
Reviews, identity, policies and payment: the evidence a shopper needs before buying from a store they don't know.
5 min read
Best practices by industry
What changes for your kind of store, one guide per category.
Fashion & footwear
Sizing that answers “which size?”, on-model images, fibre rules and fewer fit returns.
4 min read
Home & furniture
Scale, rooms, materials and delivery: what furniture and decor shoppers need before they buy.
4 min read
Beauty & personal care
Shades, ingredients, honest claims and easy reordering for beauty and personal care.
3 min read
Electronics
Consistent specs, compatibility, charger rules and comparisons for electronics.
4 min read
Kitchen appliances
In-use video, capacity, real dimensions, cleaning and energy labels for appliances.
3 min read
Food & drink
Mandatory food information, allergens, delivery and taste for food and drink stores.
3 min read
Put it into practice
Better product content, without a studio day per product.
Tell us about your store and we'll make a video from one of your products, free of charge, so you can judge the result before you commit.
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