They compare your price to other stores selling the same product. If it’s higher, they expect a clear reason. If it’s similar, they look for added value. If it’s lower, they look for risk.
If the product is different, they want to understand why. What problem does it solve? Is it actually better? What makes it worth choosing over alternatives they already know?
They look for reassurance. Is there a guarantee? Can they return the product within 14 days if it’s not right? What happens if something goes wrong?
They check availability. Limited stock or limited-time pricing can push a decision forward, but only if it feels real, not forced.
They judge the product visually. How many images are there? Are they clear, detailed, and high quality? Can they actually see what they’re buying
They read the product description or at least scan it. Does it explain benefits clearly? Does it answer obvious questions? Does it feel written for a human, not copied from a supplier?
Here’s what that looks like in practice.
If your store gets 10,000 visitors per month and converts at 1%, that’s 100 orders.
If the average order value is 50$, your revenue is 5,000$.
Now imagine nothing changes except this:
- conversion rate improves from 1% to 1.3%
- average order value increases from 50$ to 60$
You didn’t increase traffic.
You didn’t increase ad spend.
Yet the same 10,000 visitors now generate 130 orders at 60$ each — 7,800$ in revenue.