15 Tips for Improving Your Ecommerce Website’s Performance (Expert Advice)

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As summer begins to close, ecommerce companies across the globe look for ways to bolster their online presence. 

The holiday months are approaching, bringing with it many opportunities to reach wider audiences and bring in more sales. 

A customer’s experience on your website can make or break a sale, so finding ways to consistently improve will always be a good way to ensure your website runs optimally. 

Here are some tips from experts within the business world on how you can improve your ecommerce website’s performance.


1. Accessibility is essential!

“A key step to improve the performance of any website is to make sure your website is accessible. 

This can mean making it accessible to desktop computers, mobile devices, or even people with visual, auditory, cognitive, and physical disabilities. 

Creating an accessible website will allow for a broader audience to be able to access your website. 

This can be done by prioritizing color and contrast accessibility in design, a website will be accessible to users with mild visual impairments.” 

Rich Rudzinski, Founder and CEO of Tragic Media, Drivey.com and Oversight.co 


2. Feature Your Best Products

“If your business is still in an early stage and you have an e-commerce website, you should make a few simple changes to improve your website’s performance. 

Don’t make the mistake of adding hundreds of products to your site. Start by offering one or two products, and then add new products as your business grows. 

You can also improve your website performance by optimizing your content and ensuring that your site’s navigation is easy to use and user-friendly. 

Another way to help with this, is by redirecting your old links to their relevant pages, so that search engines can crawl your website easily. 

Overall, keep your website clean and professional and your few best products will shine.”

– Matt Gehring, Head of Marketing at Dutch


3. Optimize Product Search

“One of many ways to improve e-commerce website performance is to make it easy for your customer to buy your product- it shouldn’t take them a long time to find it. 

The harder it is for your customers to see what they need on your website, the less satisfied they’ll be with your brand. 

Provide product comparison tables and testimonials on your site to help them decide. In this way, you demonstrate your value for their time. 

Also, customers will be more likely to return to your site for their next purchase if they have had a good experience with your site’s performance.”

– Bill Lyons, CEO of Griffin Funding


4. Have a Defined Call-To-Action

“The whole purpose of your ecommerce site is to drive your customers down the sales funnel and make a purchase. 

Thus, the best thing you can include on your site is a call to action or CTA. This can be a sentence, image, or button that prompts the user to make the jump and take action. 



Typically, they include terms such as ‘Buy Now or ‘Check out,’ but it can really be anything that pushes the customer to make a purchase. 

CTA’s should always be something that will be beneficial to the user, so make sure that what you say is concise and simple enough for anyone to understand.”

– Jacob Dayan, Co-founder of Community Tax


5. Install High-Quality Plugins

“Optimizing your website for performance is crucial if you want to increase traffic and reach your sales targets.

Installing high-quality plugins is the best way to do this; They improve website functionality and can significantly benefit your business. 

However, using too many plugins on a website can often lead to bloat and slow loading times. Ensure you only add high-quality plugins and do not add plugins with complex content scripts, assets, or operations. 

Although there is no hard-and-fast rule for how many plugins you can have on a website, try to keep it to a minimum so as not to sacrifice speed or incur additional bloat.”

-Hilary Kozak, Vice President Marketing LivSmooth


6. Implement Mobile Responsiveness 

To help improve your ecommerce website’s performance consider looking into your site’s mobile responsiveness. 

As more and more people consume content and make purchases through mobile devices, your website should be functioning as well, if not better, on a mobile platform. 

With Google’s mobile-first indexing, this can also help your site rank higher on Google’s search engine. 

Without optimizing your site’s mobile responsiveness you reminiscing out on creating a great experience for your customer and ranking higher on Google, making your site less visible to searchers.   


7. Optimize On-Page Content 

Once your website is created, it needs constant updating to keep them relevant. On-page content is vital to improving your website’s overall performance. 

Even if the updates are not big, new blog posts, promotions, and current business information keep relevancy and accuracy up to date. 

This signals to the customer that you are putting time and effort into your site and keeping them in mind by having the best content available accessible to them. 

Consider scheduling regular content updates to keep your website optimized for the best performance. 

– Sanem Ahearn, Head of Marketing of Colorescience


8. Optimize your content and keywords. 

For any business, a website is a key tool in order to help potential customers find you online. 

By creating evergreen content about topics that are related to your niche, you can help build authority and brand recognition for your business. 

This will help people stumble upon your site when searching for information online. To be more easily found or rank higher on the search engine results page, do your research on keywords in your niche with a high monthly search volume. 

This means, that there are a lot of people searching for information around that keyword and if you’ve got the answers users are looking for, you’re more likely to get that page hits. 

You can organically include those keywords in your website’s content to help you appear in more google searches. 

– Sacha Ferrandi, CEO and Co-founder at Source Capital


9. Connect to your consumers through social media

“​​For any ecommerce business looking to grow and see more site engagement, understanding your customers and their needs is essential. 

The best way for online businesses to engage and connect to consumers directly is through social media. 

Social media platforms allow businesses to see exactly what consumers want, and it is the perfect place to showcase what their site can offer.

Marketing through social media is also a great way to get a variety of consumers to visit your site. 

The more people you reach, the more feedback you will receive as well. 

Use what you learn about your consumers to update and edit your site to suit your customer’s needs.”

-Brandon Brown, CEO of GRIN


10. Effortless Checkouts

“Integrating a seamless and easy-to-use checkout will improve your Ecommerce website’s performance drastically because it allows your users to feel at ease when purchasing from your site. 

Seamless checkouts should also include adding a variety of payment gateways so that your customer also has different options, making them more likely to complete the purchase. 

A checkout sequence should be about 3-4 touches, and perfecting yours will ensure a happy customer and sale and avoid a frustrated customer that exits your ecommerce site.”

-Gregg Dean, CEO of Layla Sleep


11. Start By Understanding Your Users

“Before fully optimizing your website, it’s extremely important to start off a website improvement plan by doing research and coming up with a report to understand who your users and audience are. 

Understand and know what your customers like, what are their concerns and pain points, what they want content and product-wise, and more!

Some great ways you can get to know your audience is to ask specific customer questions via surveys, try to get feedback from customers after visitors after a live chat, phone call, or email interaction, and even engage with your audience on your social media platforms! 

Having a great relationship with your users can be a great starting point for improving an ecommerce website’s performance.”

-Chris Hunter, Director of Customer Relations at Service Titan


12. Use a Content Delivery Network

“One way you can improve your ecommerce website’s performance is to acquire a content delivery network (CDN) to optimize your ecommerce site! 

The network of servers that comprise a CDN are a great way to speed your website up. That’s because the CDN uses the server closest to a user to deliver content, such as an image, at faster speeds. 

Other important content it can deliver at a fast rate is HTML pages, javascript files, stylesheets, images, and videos. 

CDNs are also important as they can reduce bandwidth costs for your company! Through caching and other optimizations, CDNs are able to reduce the amount of data an origin server must provide, thus reducing hosting costs for website owners. 

The main way to acquire a CDN is to look for quality standalone services, or they are provided within a hosting service.”

-David Ring, Senior Marketing Manager at MCT 


13. Optimize Your Images

“A good ecommerce webpage needs quality images in order to make the best impression with the products one’s selling. 

However, care must be taken to ensure these images do not compromise the user experience. Poorly cropped images with excessive dead space can hamper a user’s ability to discern the details of what you’re attempting to convey, so checking each image for its readability on a webpage and making adjustments as necessary is a must. 

Equally as important is keeping each image’s filesize as small as possible in order to make the webpage easier to load. 

This can be achieved by choosing an appropriate file format and/or using image compression that preserves the finer details while dramatically reducing image size. “

-Adrien Dissous, Global SVP of Marketing at Babo Botanicals


14. Audit your website regularly

“While this may seem like an obvious step for someone who wants to improve the performance of their website, it sadly is not always true. 

Part of owning any website is making sure that it is thoroughly maintained. That said, make sure to audit your website regularly so that you are able to make any tweaks or improvements as needed. 

This will save you from running into any big problems with your website in the future. 

In turn, it will save you time and allow you to work on other things that are more urgent in your life. 

So, always audit your website on a daily basis to improve the overall performance of your site.”

-Adrian Pereira, CEO and Co-Founder of Eco Pea Co.


15. Improve Overall Website Speed

“One of the main reasons customers stray away from an ecommerce site is the speed of the website. 

Making sure your website is operating smoothly can improve the user’s experience and improve the overall performance of the website. 

Especially if the customer is not familiar with your brand or product, a poorly designed and functioning website can be a red flag that can result in the loss of a potential customer. 

To increase conversions on your website, invest  time in ensuring optimal speed and function for the customers on the other end!”

 -Todd Jensen, Head of Marketing at Nursa


Final Thoughts

A priority for anyone whose business runs within the world of ecommerce should be to always check and find ways to optimize their site. 

Any roadblock or obstacle that makes a customer’s experience anything less than smooth can jeopardize your chances of making a sale or creating a new loyal customer. 

Your site should be maintained as often as a physical storefront would. 

Consistently finding ways to clean, optimize, and improve your site can greatly increase your conversion rates, just in time for the holiday season. 

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