Why your eCommerce traffic isn't converting: 11 diagnostic checks

First: is it the traffic?

1. Traffic source mix. Compare conversion by channel. If one channel converts far worse, fix targeting before touching the site.
2. Search terms and audiences. Check ad search terms and audiences for irrelevant clicks.
3. Landing page match. Does the page people land on match the ad or search that brought them?

Then: the product page

4. Images. Enough angles, scale, in-use photos and zoom on mobile.
5. Answers to the buyer's questions. Size, material, compatibility, delivery time, returns. Read your customer questions and reviews for what's missing.
6. Price and value. Compare your total price, including delivery, with the obvious alternatives.
7. Reviews and trust. Enough recent reviews, answered complaints, and clear contact details.

Then: checkout and speed

8. Checkout steps. Count them on a phone. Remove forced account creation.
9. Payment and delivery options. The payment methods your buyers expect, and clear delivery dates and charges.
10. Page speed on mobile. Test on a mid-range phone on mobile data, not office Wi-Fi.
11. Errors. Watch session recordings for broken buttons, form errors and out-of-stock surprises.

How to prioritise

Fix in this order: traffic that can't convert, then problems every visitor sees (speed, checkout), then product-page improvements for your best sellers. Measure each change against a baseline. See how we approach this in our eCommerce consulting.