How to Increase Sales on Your Online Store

Quick answer

Assess find the product discovery gap, improve offer clarity, show delivery and returns early and test the checkout path; then choose an improvement you can test and measure.

1. Find the product discovery gap: diagnose the current baseline

For this part of how to Increase Sales on Your Online Store, examine how your team can find the product discovery gap while you diagnose the current baseline. Begin with product discovery and document the exact choice a customer faces. Note the information available at that moment, the cost of a wrong decision and any question the page or process leaves unanswered. Speak with people who recently completed the journey as well as people who left it. Their different experiences can expose why a metric moved while the underlying problem stayed the same.

A useful implementation brief for diagnose the current baseline connects find the product discovery gap to mobile browsing. State who the change serves, which existing step it replaces and how the customer will notice the difference. Then follow the journey on a small phone and a desktop with a realistic task in mind. Check whether the language, timing and level of detail support a decision. A change is easier to assess when it addresses one identifiable obstacle rather than several unrelated assumptions.

Assign an owner for returns confidence when you diagnose the current baseline, and decide what evidence would justify keeping this approach. Compare the result with a suitable baseline and inspect any side effects: a higher click rate may mean little if qualified inquiries or completed purchases fall. Record what was changed, when it went live and what else happened during the period. Use that record to decide whether to expand the improvement, revise it or return to the previous experience. This turns find the product discovery gap into a deliberate business decision.

Try this: Write one customer question about find the product discovery gap in the context of diagnose the current baseline, find the page or process meant to answer it and ask someone unfamiliar with your business to locate the answer.

2. Improve offer clarity: define the audience and intent

For this part of how to Increase Sales on Your Online Store, examine how your team can improve offer clarity while you define the audience and intent. Begin with product page clarity and document the exact choice a customer faces. Note the information available at that moment, the cost of a wrong decision and any question the page or process leaves unanswered. Speak with people who recently completed the journey as well as people who left it. Their different experiences can expose why a metric moved while the underlying problem stayed the same.

A useful implementation brief for define the audience and intent connects improve offer clarity to checkout friction. State who the change serves, which existing step it replaces and how the customer will notice the difference. Then follow the journey on a small phone and a desktop with a realistic task in mind. Check whether the language, timing and level of detail support a decision. A change is easier to assess when it addresses one identifiable obstacle rather than several unrelated assumptions.

Assign an owner for repeat orders when you define the audience and intent, and decide what evidence would justify keeping this approach. Compare the result with a suitable baseline and inspect any side effects: a higher click rate may mean little if qualified inquiries or completed purchases fall. Record what was changed, when it went live and what else happened during the period. Use that record to decide whether to expand the improvement, revise it or return to the previous experience. This turns improve offer clarity into a deliberate business decision.

Try this: Write one customer question about improve offer clarity in the context of define the audience and intent, find the page or process meant to answer it and ask someone unfamiliar with your business to locate the answer.

3. Show delivery and returns early: prioritize the highest-impact change

For this part of how to Increase Sales on Your Online Store, examine how your team can show delivery and returns early while you prioritize the highest-impact change. Begin with mobile browsing and document the exact choice a customer faces. Note the information available at that moment, the cost of a wrong decision and any question the page or process leaves unanswered. Speak with people who recently completed the journey as well as people who left it. Their different experiences can expose why a metric moved while the underlying problem stayed the same.

A useful implementation brief for prioritize the highest-impact change connects show delivery and returns early to shipping information. State who the change serves, which existing step it replaces and how the customer will notice the difference. Then follow the journey on a small phone and a desktop with a realistic task in mind. Check whether the language, timing and level of detail support a decision. A change is easier to assess when it addresses one identifiable obstacle rather than several unrelated assumptions.

Assign an owner for store analytics when you prioritize the highest-impact change, and decide what evidence would justify keeping this approach. Compare the result with a suitable baseline and inspect any side effects: a higher click rate may mean little if qualified inquiries or completed purchases fall. Record what was changed, when it went live and what else happened during the period. Use that record to decide whether to expand the improvement, revise it or return to the previous experience. This turns show delivery and returns early into a deliberate business decision.

Try this: Write one customer question about show delivery and returns early in the context of prioritize the highest-impact change, find the page or process meant to answer it and ask someone unfamiliar with your business to locate the answer.

4. Test the checkout path: map the visitor journey

For this part of how to Increase Sales on Your Online Store, examine how your team can test the checkout path while you map the visitor journey. Begin with checkout friction and document the exact choice a customer faces. Note the information available at that moment, the cost of a wrong decision and any question the page or process leaves unanswered. Speak with people who recently completed the journey as well as people who left it. Their different experiences can expose why a metric moved while the underlying problem stayed the same.

A useful implementation brief for map the visitor journey connects test the checkout path to returns confidence. State who the change serves, which existing step it replaces and how the customer will notice the difference. Then follow the journey on a small phone and a desktop with a realistic task in mind. Check whether the language, timing and level of detail support a decision. A change is easier to assess when it addresses one identifiable obstacle rather than several unrelated assumptions.

Assign an owner for product discovery when you map the visitor journey, and decide what evidence would justify keeping this approach. Compare the result with a suitable baseline and inspect any side effects: a higher click rate may mean little if qualified inquiries or completed purchases fall. Record what was changed, when it went live and what else happened during the period. Use that record to decide whether to expand the improvement, revise it or return to the previous experience. This turns test the checkout path into a deliberate business decision.

Try this: Write one customer question about test the checkout path in the context of map the visitor journey, find the page or process meant to answer it and ask someone unfamiliar with your business to locate the answer.

5. Find the product discovery gap: write a practical implementation brief

For this part of how to Increase Sales on Your Online Store, examine how your team can find the product discovery gap while you write a practical implementation brief. Begin with shipping information and document the exact choice a customer faces. Note the information available at that moment, the cost of a wrong decision and any question the page or process leaves unanswered. Speak with people who recently completed the journey as well as people who left it. Their different experiences can expose why a metric moved while the underlying problem stayed the same.

A useful implementation brief for write a practical implementation brief connects find the product discovery gap to repeat orders. State who the change serves, which existing step it replaces and how the customer will notice the difference. Then follow the journey on a small phone and a desktop with a realistic task in mind. Check whether the language, timing and level of detail support a decision. A change is easier to assess when it addresses one identifiable obstacle rather than several unrelated assumptions.

Assign an owner for product page clarity when you write a practical implementation brief, and decide what evidence would justify keeping this approach. Compare the result with a suitable baseline and inspect any side effects: a higher click rate may mean little if qualified inquiries or completed purchases fall. Record what was changed, when it went live and what else happened during the period. Use that record to decide whether to expand the improvement, revise it or return to the previous experience. This turns find the product discovery gap into a deliberate business decision.

Try this: Write one customer question about find the product discovery gap in the context of write a practical implementation brief, find the page or process meant to answer it and ask someone unfamiliar with your business to locate the answer.

6. Improve offer clarity: test the experience on mobile

For this part of how to Increase Sales on Your Online Store, examine how your team can improve offer clarity while you test the experience on mobile. Begin with returns confidence and document the exact choice a customer faces. Note the information available at that moment, the cost of a wrong decision and any question the page or process leaves unanswered. Speak with people who recently completed the journey as well as people who left it. Their different experiences can expose why a metric moved while the underlying problem stayed the same.

A useful implementation brief for test the experience on mobile connects improve offer clarity to store analytics. State who the change serves, which existing step it replaces and how the customer will notice the difference. Then follow the journey on a small phone and a desktop with a realistic task in mind. Check whether the language, timing and level of detail support a decision. A change is easier to assess when it addresses one identifiable obstacle rather than several unrelated assumptions.

Assign an owner for mobile browsing when you test the experience on mobile, and decide what evidence would justify keeping this approach. Compare the result with a suitable baseline and inspect any side effects: a higher click rate may mean little if qualified inquiries or completed purchases fall. Record what was changed, when it went live and what else happened during the period. Use that record to decide whether to expand the improvement, revise it or return to the previous experience. This turns improve offer clarity into a deliberate business decision.

Try this: Write one customer question about improve offer clarity in the context of test the experience on mobile, find the page or process meant to answer it and ask someone unfamiliar with your business to locate the answer.

7. Show delivery and returns early: measure outcomes rather than activity

For this part of how to Increase Sales on Your Online Store, examine how your team can show delivery and returns early while you measure outcomes rather than activity. Begin with repeat orders and document the exact choice a customer faces. Note the information available at that moment, the cost of a wrong decision and any question the page or process leaves unanswered. Speak with people who recently completed the journey as well as people who left it. Their different experiences can expose why a metric moved while the underlying problem stayed the same.

A useful implementation brief for measure outcomes rather than activity connects show delivery and returns early to product discovery. State who the change serves, which existing step it replaces and how the customer will notice the difference. Then follow the journey on a small phone and a desktop with a realistic task in mind. Check whether the language, timing and level of detail support a decision. A change is easier to assess when it addresses one identifiable obstacle rather than several unrelated assumptions.

Assign an owner for checkout friction when you measure outcomes rather than activity, and decide what evidence would justify keeping this approach. Compare the result with a suitable baseline and inspect any side effects: a higher click rate may mean little if qualified inquiries or completed purchases fall. Record what was changed, when it went live and what else happened during the period. Use that record to decide whether to expand the improvement, revise it or return to the previous experience. This turns show delivery and returns early into a deliberate business decision.

Try this: Write one customer question about show delivery and returns early in the context of measure outcomes rather than activity, find the page or process meant to answer it and ask someone unfamiliar with your business to locate the answer.

8. Test the checkout path: review the hidden tradeoffs

For this part of how to Increase Sales on Your Online Store, examine how your team can test the checkout path while you review the hidden tradeoffs. Begin with store analytics and document the exact choice a customer faces. Note the information available at that moment, the cost of a wrong decision and any question the page or process leaves unanswered. Speak with people who recently completed the journey as well as people who left it. Their different experiences can expose why a metric moved while the underlying problem stayed the same.

A useful implementation brief for review the hidden tradeoffs connects test the checkout path to product page clarity. State who the change serves, which existing step it replaces and how the customer will notice the difference. Then follow the journey on a small phone and a desktop with a realistic task in mind. Check whether the language, timing and level of detail support a decision. A change is easier to assess when it addresses one identifiable obstacle rather than several unrelated assumptions.

Assign an owner for shipping information when you review the hidden tradeoffs, and decide what evidence would justify keeping this approach. Compare the result with a suitable baseline and inspect any side effects: a higher click rate may mean little if qualified inquiries or completed purchases fall. Record what was changed, when it went live and what else happened during the period. Use that record to decide whether to expand the improvement, revise it or return to the previous experience. This turns test the checkout path into a deliberate business decision.

Try this: Write one customer question about test the checkout path in the context of review the hidden tradeoffs, find the page or process meant to answer it and ask someone unfamiliar with your business to locate the answer.

9. Find the product discovery gap: build a sustainable routine

For this part of how to Increase Sales on Your Online Store, examine how your team can find the product discovery gap while you build a sustainable routine. Begin with product discovery and document the exact choice a customer faces. Note the information available at that moment, the cost of a wrong decision and any question the page or process leaves unanswered. Speak with people who recently completed the journey as well as people who left it. Their different experiences can expose why a metric moved while the underlying problem stayed the same.

A useful implementation brief for build a sustainable routine connects find the product discovery gap to mobile browsing. State who the change serves, which existing step it replaces and how the customer will notice the difference. Then follow the journey on a small phone and a desktop with a realistic task in mind. Check whether the language, timing and level of detail support a decision. A change is easier to assess when it addresses one identifiable obstacle rather than several unrelated assumptions.

Assign an owner for returns confidence when you build a sustainable routine, and decide what evidence would justify keeping this approach. Compare the result with a suitable baseline and inspect any side effects: a higher click rate may mean little if qualified inquiries or completed purchases fall. Record what was changed, when it went live and what else happened during the period. Use that record to decide whether to expand the improvement, revise it or return to the previous experience. This turns find the product discovery gap into a deliberate business decision.

Try this: Write one customer question about find the product discovery gap in the context of build a sustainable routine, find the page or process meant to answer it and ask someone unfamiliar with your business to locate the answer.

10. Improve offer clarity: decide what to improve next

For this part of how to Increase Sales on Your Online Store, examine how your team can improve offer clarity while you decide what to improve next. Begin with product page clarity and document the exact choice a customer faces. Note the information available at that moment, the cost of a wrong decision and any question the page or process leaves unanswered. Speak with people who recently completed the journey as well as people who left it. Their different experiences can expose why a metric moved while the underlying problem stayed the same.

A useful implementation brief for decide what to improve next connects improve offer clarity to checkout friction. State who the change serves, which existing step it replaces and how the customer will notice the difference. Then follow the journey on a small phone and a desktop with a realistic task in mind. Check whether the language, timing and level of detail support a decision. A change is easier to assess when it addresses one identifiable obstacle rather than several unrelated assumptions.

Assign an owner for repeat orders when you decide what to improve next, and decide what evidence would justify keeping this approach. Compare the result with a suitable baseline and inspect any side effects: a higher click rate may mean little if qualified inquiries or completed purchases fall. Record what was changed, when it went live and what else happened during the period. Use that record to decide whether to expand the improvement, revise it or return to the previous experience. This turns improve offer clarity into a deliberate business decision.

Try this: Write one customer question about improve offer clarity in the context of decide what to improve next, find the page or process meant to answer it and ask someone unfamiliar with your business to locate the answer.

Frequently asked questions

What is the first step in how to Increase Sales on Your Online Store?

For how to Increase Sales on Your Online Store, identify the customer goal and establish a baseline for product discovery; then choose one observable problem to improve.

How should a small team measure progress with how to Increase Sales on Your Online Store?

Measure how to Increase Sales on Your Online Store with a small set of indicators connected to mobile browsing, customer outcomes and the cost of serving each order or lead. Review the numbers together with customer feedback.

How often should a business review its approach to how to Increase Sales on Your Online Store?

Review initial results for how to Increase Sales on Your Online Store weekly while a change is new. Revisit priorities monthly and allow enough time to distinguish a lasting pattern from a short-term fluctuation.

Put this into practice

Choose one change involving find the product discovery gap that you can make this week and record how you will know whether it worked. For a related perspective, read eCommerce Conversion Rate Optimization Guide. Keep the customer experience clear and the measurement honest.