• Explore. Learn. Thrive. Fastlane Media Network

  • ecommerceFastlane
  • PODFastlane
  • SEOfastlane
  • AdvisorFastlane
  • LifeFastlane

How To Improve The Performance Of Your Ecommerce Website

A woman engaging in e-commerce by typing on a Shopify laptop computer.

Running an e-commerce business places your website as the vital core of your operations. It serves as a crucial platform for facilitating speedy sales of your products.

If it's not functioning according to your expectations, it's likely a sign that it requires some attention and improvement. Failing to address this could inadvertently give your competitors an edge over you, an outcome that is best to evade whenever possible.

Improving your site's performance is not simply something that needs to be done once or even a few times, and you are done. Instead, it is an ongoing process. After all, with tech rushing, you certainly do not want to get left behind by the crowd. At the same time, you also need to consider the number of competitors you are facing. If they are doing more than you, then there is every chance that your company will get left in the dust. So, let's look into e-commerce site performance and what you can do about it. Continue reading to learn more.

Conduct Regular Site Audits 

As was mentioned in the intro, a big part of what you need to do comes down to regular audits and ensuring that your site is functioning as it needs to. With this in mind, you need to look into any delays the user is experiencing and any journeys that do not make sense. You should review both the front end and the back end of a site. You can certainly look into what is an API Gateway as an essential question to get to grips with. Regular site audits can help uncover issues you would not have spotted otherwise. Of course, you always have the option of doing these in-house, but it will also be worth asking questions of external sources, as they can help spot issues that have been missed internally. Getting a fresh set of eyes on things and taking any suggestions on board with an open mind can help to set you apart from the crowd. 

Ensure High Site Speed 

With people more and more impatient than ever, if your site is simply not working as it needs to, then there is every chance you need to do something about it. While you may have a complex array of images and videos on the site, if this causes everything to go much slower than needed, this could have the opposite effect to the one you intended. There is no point in having all these beautiful and interactive media if people do not get to see and experience it all in the first place. When there are any stoppages or slowdowns on the site, then these need to be investigated at the earliest possible opportunity. After all, this can be devastating for a business that relies on sales if you are not careful. 

Optimize Your Content 

Your site will be full of content that needs to be optimized appropriately. This means that images must be correctly sized, any copy must be adequately checked, keywords inserted, etc. Optimization can come from ensuring that it all works seamlessly together. However, at the same time, you also need to think about the user journey and experience too. Also, whenever new content is created, it should go through the same process of checking to ensure that all of it meets your standards. 

Ensure You Implement Mobile Responsiveness 

With more and more people shopping through their smartphones, if your mobile user journey is not working as it should, this can cause a significant issue as it simply means that they will have a more challenging time than necessary. So, when you are testing your site, you must also look at the mobile user. Perhaps getting an app for your site is worth considering, but you must consider how this will function alongside your location. If you are only going to rely on your website, everything needs to be sized appropriately for smartphones, etc. 

Make It Easier to Check Out 

If you hope to increase and improve your sales, you must ensure that your checkout process is as simple as possible. One of the main ways of doing this is by allowing guest checkout rather than only letting people sign in. While you want to collect their data if you can, you do not wish to impede their checkout process. There is always the option of allowing them to create an account later, which they may want to take you up on. It would be best to consider the number of payment options you have afforded and whether it may be worth accepting a more comprehensive array of payment methods, ensuring that people can pay via PayPal, looking into the option of buying cryptocurrencies, and so on.

Ensure You Follow the Basic Principles of SEO 

Better SEO will play a significant role in ensuring that people can access your site in the first place. This is going to be an essential benefit, to begin with. At the same time, many of the SEO principles are the same ones that will make your site much more usable than it would be otherwise. For example, you are thinking about your location from the point of view of anyone crawling over it and how their lives can be made that little bit easier. Ideally, you will have an expert SEO team advising you on what needs to be done on this front. 

Ensure Any Broken Links Are Fixed or Removed 

One of the core principles of SEO that have just been discussed is ensuring that you are dealing with broken links quickly. Not only can this negatively impact the site's performance, but it also means you will struggle to keep customers on board. People who encounter a broken link are likelier to click away from your site. Whether it needs to be fixed or removed from the site will vary on a case-by-case basis, but it is essential to keep on top of it. 

Provide an Easy Customer Service Option 

It would be best to consider how people can get the customer service help and support they need. Several options are readily available to you, but it is increasingly common for people to rely on live chat. If you are going to list other contact information, you need to ensure that this is done prominently. This can also help ensure you build a high level of trust in your actions. After all, it shows that you are ready and willing to communicate with customers whenever they require. Of course, there are also more and more businesses that are reliant on chatbots to solve everyday problems. While this can be a helpful way of supplementing your general customer service, you still want to give people the option to contact you directly as and when needed. There is no point in putting any extra barriers in front of them, as this may only lead to frustration and the increased likelihood of them looking elsewhere. 

Think of the Customer Journey 

A big part of what you are doing should also come down to the customer journey and ensuring that you consider allowing your customer to find what they are looking for with the minimum possible fuss and difficulty. It is also worth noting that you should always be looking to steer them toward the checkout with clear and clever calls to action. The customer journey can always be simulated, but it is also worth taking any customer feedback directly on board. They can tell you so much more than you would get from simply relying on people to simulate what is happening. 

Your e-commerce site's performance can play a central role in determining whether your business is making the sales it deserves. Therefore, returning to the initial point in the blog post will always be worth revisiting your site regularly. This way, you can keep up with any modern developments and changes along the way. The better you do this, the more likely it is that you will finally be able to create a situation where your site is working in the best way for your business.


In the bustling world of e-commerce, the performance of your website can directly influence your sales. This makes it paramount to ensure your site is operating smoothly and efficiently. It's not a task you check off your list once or twice but a continuous refinement process. With technology and competition perpetually advancing, complacency can leave your business behind.

By regularly conducting site audits, you can promptly identify and rectify any user experience snags or functionality gaps. Striving for high site speed is not just a benchmark but a necessity in a world where time is of the essence. The right balance of rich media and swift loading times can enhance user engagement without causing frustration.

Optimizing content on your site should be a standard practice, ensuring everything from images to text is appropriately configured for maximum impact. Alongside this, prioritize mobile responsiveness. With the ever-growing reliance on smartphones for shopping, a seamless mobile user experience can significantly boost sales.

Simplifying the checkout process and diversifying payment methods can reduce cart abandonment rates and increase conversions. SEO is your ticket to visibility; adhering to its principles can enhance site usability. Regularly checking for broken links and promptly addressing them can prevent SEO penalties and user dissatisfaction.

Providing easy access to customer service fosters trust and satisfaction among users. Whether it's live chat, chatbots, or traditional means, ensure your customers can reach you when needed. Remember, the customer journey is paramount. Every click, every page, and every interaction should guide them effortlessly toward their goal and your checkout.

Your e-commerce site is a vital business component, and its performance is an ongoing project. Regular check-ups, improvements, and updates will keep it in tune with current trends and customer expectations. The more effectively you manage this, the better your site will serve your business and customers. Your site isn't just a virtual storefront—the engine drives your business success.

How To Promote Your Shopify Store To Achieve Steady Traffic And Higher Sales

How To Promote Your Shopify Store To Achieve Steady Traffic And Higher Sales

The Top 10 Dehumidifier Brands: A Comprehensive Comparison
A woman and a child sitting on the floor next to an e-commerce air purifier.

The Top 10 Dehumidifier Brands: A Comprehensive Comparison

You May Also Like