Why UK retailers lose 97% of their visitors and how to fix it
Trusted by ecommerce teams across the UK
This practical whitepaper gives you the benchmarks, fixes and testing mindset to turn more of your existing traffic into sales.
Most ecommerce sites convert around 2% to 3% of visitors. That means the majority of the traffic you work hard to win leaves without buying.Some of that is normal browsing. A lot of it is avoidable friction. Slow pages, unclear product information, mobile checkout pain and trust gaps that make people hesitate at the worst possible moment.
This guide shows you where revenue leaks happen most often and how to fix them in a way you can measure.
"Conversion is one of the few levers that improves every channel at once. When your site converts better, every click is worth more.”
Andrew Firth | Managing Director, Ascensor
A clear, practical breakdown of what to fix first, what to test and how to build momentum over 12 months.
1. The conversion gap in numbers
Benchmarks for conversion, cart abandonment and device performance
2. Why visitors leave without buying
The most common drop-off points and how to remove friction
3. Speed
Where performance issues hide and what to prioritise
4. Mobile
How to reduce thumb pain, form pain and checkout drop off
5. Product pages that sell
The essentials that help shoppers decide with confidence
6. Checkout
How to simplify steps, reduce fields and cut abandonment
7. Trust
The signals that reassure first-time buyers and reduce hesitation
8. Search and navigation
Helping shoppers find what they want faster, especially on mobile
9. Measurement, testing and CRO mindset
What to track, what to test and how to build a steady testing rhythm
10. A 12-month conversion roadmap
A phased plan you can run alongside BAU
Case-study spotlight
Clocking Systems had plenty of traffic, but the Shopify site wasn’t converting the way it should. We improved key page layouts, strengthened trust signals and simplified the journey from browse to buy.
+68% increase in revenue
+50% increase in transactions
30x increase in new customer set-ups
Turn missed orders into revenue.
"Ascensor helped us improve navigation and user experience quickly. We’ve seen a clear uplift in engagement and conversions."
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Drew McMillan
Clocking Systems
Tech and expectations keep moving. These are the shifts worth preparing for now.
Ready to close the conversion gap?
This whitepaper gives you a practical route to better conversion rates, stronger revenue per visitor and a testing programme you can keep running.
Stay ahead - download now
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