/ Ecommerce
Why is my online shop getting traffic but no sales?
Usually trust, shipping costs, or checkout friction. Look at your checkout drop-off before you touch the design.
/ 01
The short version
A 2% conversion rate is normal. If you're under 0.5% with real traffic, something specific is broken.
/ 02
What actually matters
- • Show shipping cost early — surprise costs are the top abandonment reason.
- • Add trust signals: reviews, returns policy, real contact details.
- • Enable guest checkout. Forced accounts kill sales.
- • Test the whole checkout on a phone, on mobile data.
- • Check the traffic is actually relevant, not random.
/ 03
The bit most people get wrong
Cheap traffic from broad social ads inflates visits and flatters nobody. Judge conversion by channel, not sitewide.
/ 04
What to do next
Buy something from your own shop on your phone. Note every point of hesitation.
/ 05
Where RIOT fits in
We're a small Colchester studio helping UK SMBs get ecommerce conversion right without agency waste or freelancer flake. If you've read this far and you want a second opinion on your specific setup, book a 20-minute call and we'll tell you honestly whether it's worth doing anything at all.
We work with clients across Essex, Suffolk, London and the wider UK — and remotely with brands abroad. No lock-in, no monthly retainer minimums, no pretending your problem is bigger than it is.
/ FAQs
Common questions
What's a good conversion rate?
1.5–3% for most UK small retailers.
Should I offer free delivery?
Above a threshold, it usually pays for itself.
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