How to Design an Online Shop That Increases Revenue Per Visitor
When I started my first online shop, I imagined people flooding in, clicking “buy now” as cheerfully as I was uploading product images. I thought all you needed was a nice-looking website and a great product. I was wrong. Very wrong.
I soon learned that having visitors is not the same as having buyers. And even among buyers, not all are equally valuable. Some come, browse, maybe buy one small item and never return. Others—fewer in number—show up and somehow triple the size of their basket, tip their delivery person, and come back next month for more. The question that haunted me: what made the second kind flourish, and how could I encourage more of them?
That set me off on a journey—not a technical one, but a human one.
Understand Why People Hesitate
When you walk into a physical shop, you’re enveloped by scent, light, and the murmurs of other shoppers. You can touch, smell, or try. Shopping online is the cold version of that. You’re staring at a glowing screen, likely distracted, uncertain. Every click is a step into the unknown. Even buying a pair of socks can feel like a leap of faith.
The first step, I realised, was not about selling more—it was about reducing hesitation. Why does someone abandon their basket? Why do they stare at an item five times and never buy?
It’s fear.
Fear they’ll regret the decision. Fear it’s the wrong colour. Fear they’ll find the same thing cheaper elsewhere. Your job, before anything else, is to ease that fear—not with aggressive persuasion, but with trust.
Build Trust Like a Favourite Corner Shop
When I think of the most trustworthy shops in real life, they’re never large or glitzy. They’re the ones where the owner knows your name, remembers your preferences, and chats about the weather. Trust, online, is harder—but not impossible.
Use clear, honest product descriptions. If the colours vary slightly in different lighting, say so. If shipping takes seven days, don’t pretend it’ll be faster. Address the doubts you know people have before they even ask.
Show reviews—not just the five-star ones, but the honest ones. A shopper who sees that others had helpful, constructive experiences, even with problems, will feel safer. A spotless five-star profile ironically makes people more suspicious. Nobody’s perfect—your shop shouldn’t pretend to be.
Make Choices Easier, Not More Exhausting
There’s a strange mistake many online shops make. To try to increase revenue, they offer more: more products, more categories, more bundles, more deals. But humans are not built for abundance. We’re built for enough.
Too many choices stall the mind. A shopper wants to feel like they are picking from the best, not searching for a needle in a haystack.
Curate your collections. Instead of having 34 types of mug in 17 patterns and 11 sizes, build a visual story. “For the tea lover.” “For slow mornings.” “For writers until 2am.” Help them connect with something human, not just sort through stuff.
This is where intelligence meets empathy. Use the data you have, not to bombard your visitors with endless options, but to craft suggestions that feel personal, almost psychic. Help them see themselves in an item.
Subtle Nudges Trump Loud Buttons
At one point, I experimented with bright red ‘Buy Now!’ buttons and countdown timers. They made me feel like I was trapped in an airport trying to purchase a knock-off phone charger.
Urgency can work, but only when it’s real. And when it adds value, not stress. Think of it this way: your visitors are thoughtful, intelligent humans. They don’t want to feel manipulated.
What works better is subtle encouragement. “Low stock” when it’s actually low. A notification that someone nearby just bought the same item. A gentle hint that the product is part of a limited seasonal batch. These cues suggest movement, popularity, and scarcity—but respectfully.
Humans are social animals. We assume shared experiences are safer. This isn’t about deception—it’s about revealing real signals that help people feel less alone in their decision. Done transparently, it creates a sense of belonging, not panic.
Let the Little Extras Do the Heavy Lifting
When I began offering wrapping options and handwritten gift notes, I assumed it’d be a nice touch. What I didn’t expect was how many people would not just opt in—but become more loyal simply because of those small gestures.
Adding little extras is like seasoning a dish. They’re not why you’re there, but they make the experience memorable. And a memorable experience drives more revenue than any discount code.
It could be eco-friendly packaging, a loyalty programme that feels generous rather than stingy, or even a simple thank-you email that actually feels human. These don’t need to be expensive—just thoughtful.
Think about the moment your package arrives. That’s not the end of the sale—it’s the start of your relationship with the buyer. This is your moment to turn a single visitor into someone who returns, tells their friends, writes a review. Long-term revenue isn’t about the hard sell—it’s about farewell moments that feel like invitations.
Remove Friction Like You’re Polishing a Mirror
One of the most powerful things I did didn’t involve selling at all. It was removing steps. Fewer clicks. Clearer forms. One-page checkout. I reduced the need for users to create an account, eliminated unnecessary questions, and ensured the site loaded on mobile without drama.
The smoother the process, the fewer chances people have to leave.
But friction isn’t just technical. It’s emotional too. I asked friends to go through my site and narrate their thoughts as they clicked. I cringed as I heard confusion. “Wait, do I have to add it to the wishlist before buying?” “Why are there two checkout buttons?” “Is that the full price?”
You’re not testing your design. You’re testing their emotions. Anywhere they pause in doubt is a lost opportunity.
Take what’s invisible to you—static images, buried delivery info, vague stock statuses—and make them crystal clear. When people feel in control, they feel confident. And confident shoppers buy more.
Connect Products to Identity
A big change came when I stopped thinking about selling mugs and started thinking about selling moments.
Think about when someone’s browsing online. They’re not buying an item—they’re buying a story for themselves. It might be “I’m the kind of person who supports small eco-brands,” or “I’m a thoughtful gift-giver,” or simply “I treat myself because I work hard.”
If you can help people see how a product fits into the person they believe they are—or aspire to be—your value increases. And so does what they’re willing to spend.
Use photography that evokes a mood. Write product names or descriptions that read less like inventories and more like poems. If you’re selling a candle, don’t just list the scent profile. Say, “Feels like a crisp morning with someone still asleep beside you.”
This isn’t manipulation—it’s honesty. People buy for meaning.
Let People Discover Delight
There’s something magical about stumbling across something you didn’t know you wanted—until you see it.
I created a section called “Other people fell in love with…” and watched as it quietly became the second most engaged corner of my site. People are curious creatures. Give them space to wander just a little.
Not in an annoying, aggressive way—but in a quiet, serendipitous one. They clicked in for socks, but left with a kettle that sang.
These moments of delight can drastically increase revenue per visitor. Not because people are being tricked, but because they’re being seen.
Design, Ultimately, is Empathy Made Visible
The real breakthrough wasn’t in buttons or algorithms. It was in thinking of my online shop not as a store—but as an experience. A conversation. A place where people want to feel safe, seen, and satisfied. And willing to spend more because of it.
You’re not competing on lowest price or flashiest design. You’re creating a space that people trust, love, and come back to.
When you treat every visitor like a cherished guest, they spend like someone who’s found a home. Because, really, good design isn’t decoration. It’s generosity disguised as graphics.
Create something human, and the numbers will follow.
