Identify the biggest opportunity to INCREASE SALES for eCommerce Website

01. Users are looking for products but nothing appeals enough for them to click through?

Ecommerce Sessions => View Products

Suggestions to check:

Poor search functionality,
Poor navigation/categorization structure,
The default sequence for listing products is poor,
Poor range of products,
Language/currency barriers.

02. People are viewing products but none appeal sufficiently to be put into a basket?

View Products => Create Basket

Suggestions to check:

High prices relative to the perceived value of products,
Poor product reviews,
Products lacking photos, information & reasons to purchase,
Products are out of stock,
Add to basket button does not work in all browsers,
Overwhelming options to select before a product can be added to the basket.

03. People put products in the Basket [Add to Cart] but do not start the checkout process?

Create Basket => Commence Checkout

Suggestions to check:

Put off by lack of delivery details,
Put off by high delivery times/costs,
They cannot see how to access the basket,
There are distractions on the basket page,
Buttons to the off-site checkout process are not tracked,
Their coupon codes do not work.

04. People have shown intent to make a purchase by clicking the button to commence the checkout process but fail at some point within this process?

Commence Checkout => Place Order

Suggestions to check:

No guest checkout option,
Too much personal information required,
The desired payment option is not provided,
There are broken functionality within the process,
Delivery is not available to this potential customer,
The overall cost changes.