How to optimize your
eCommerce business

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How to optimize e-commerce business

eCommerce and omnichannel commerce businesses can navigate through a highly volatile and complex environment. In an environment where changes in technology happen so often, new business models appear on a monthly basis and competitive threats are the only constants, companies seek to find stability. Outperforming in this environment requires being responsive to these market changes and to be able to build an exceptional operational team.

At a certain point, organizations find themselves at a brick wall seeking answers on how to optimize your e-commerce business and be responsive to market challenges and in line with the context of your business environment.

To make it happen, first and foremost it’s important critically reexamine your e-commerce business structure from the perspective of customers, vendors/suppliers and the technological point of view to optimize all the systems and processes accordingly.

There are several important aspects that require your attention to have a successful e-commerce business. Efficient customer-oriented online store, fast and reliable shipping and delivery processes, as well as professional supply chain management, are all important. Please, mind that by changing only one part of the equation   you can only achieve limited positive effects in terms of reaching your global e-commerce optimization goals.

Turn on your imagination and envisage this process in the form of a control panel with several levers, each of them impacting your growth rate, sales and ultimately leading to your business’ success or failure.

Business processes
Supply Chain
Customer Acquisition
Customer Relations
Conversions and transactions

Considering all of the abovementioned, the whole process of e-commerce optimization comes down to identifying and removing the existing bottlenecks along with improving the effectiveness of all systems’ operations to maximize revenue and profit.

A structured point of view may help you understand it in a better way:

Technologies and tools optimization

eCommerce business continues to grow year on year, and product owners need to keep their eyes on the ball and get acquainted with the latest instruments to find new ways to do business. Acquiring new customers, building relations with existing shoppers and analyzing your user base are critical in implementing successful data-driven decisions, continuously improving conversions rates and taking care of your tech performance.

f (P,T) Data for analysis and optimization
P Quantity of products and categories
T Traffic (registrations and customers)

A – The scarcity of significant data for analysis and consequent optimization. At this point optimization should be done at macro-level by taking major project related decisions.


B – With the growth of business the number of available data points increases exponentially with the proliferation of the product range and growth of traffic volume. Implementing the system of systematic tracking, measurement and analysis of the most important e-commerce business metrics will allow to make data-driven decisions and see considerable growth of business objectives.

Stage Launching and growing business

Launching and growing business

Optimization level Macro-level


Platforms Enough to launch and enable iterative growth

Ensure scalability and flexibility

Tools Basic analytics and business support tools

At this point organization needs a lot of tools including:

• Customer behavior analysis tools
• A/B testing tools
• Performance monitoring tools
• Heat maps and recordings
• Push notifications tools
• Personalization tools
• Surveys tools
Conversion rates optimization

Experienced online marketers now agree that “conversion rate optimization (CRO) is as important as search engine optimization (SEO),” meaning that if you’re not testing it, you’re losing it.  Passing on money that is right in front of you is no funny thing, as even the simplest and most obvious changes lead to a step-by-step optimization that can have a dramatic effect on a large scale.

For example:

  • A simple change in position of the CTA button may result in double-digit monthly revenue increase
  • Removing redundant elements from check-out increases revenue per visitor
  • Adding Questions & Answers on a product page may increase your page conversion rates


Although optimizing conversion rates sound like a one-time action, it includes several stages: discovery, analysis, development of a hypothesis, implementation, testing, and measuring. This process is continued until we see a clear-cut improvement in the target metrics.

To achieve meaningful results and ensure long-term sustainable effect, we practice a multi-tiered, continuous approach. We start with small changes, test, measure the impact, and analyze the consequences before we continue. Only by implementing a step-by-step strategy we can guarantee an exceptional user experience. It allows to bolsters customer engagement and dramatically increases ROI.

When you want to increase conversion rates and drive average revenue-per-visitor you should:

  • Think about how CTA reflects your audience values
  • Try adding emotional link by changing the color scheme
  • Develop page wireframe with high conversion rates improvement as end goal
  • Optimize images to have short page load times
  • Simplify navigation to make it more intuitive
Removing a legacy system

At OrbitLift we understand the utmost importance of a systematic review and upgrade process. Technologies need to match the changing business environment and keep up the pace with competitors. Solutions that successfully worked two years ago may not fit current consumer expectations. They can be mobile-friendly.  Outdated solutions mean a stagnant business.

A legacy system is an outdated software or tech platform that is developed on older programming language and doesn’t meet modern system requirements

Legacy systems are quite widespread among eCommerce businesses because many of them have already spent time, energy and money into rolling out these systems some time ago.  Unfortunately, the aged soft may be incapable of meeting modern tech requirements. But it also requires a higher level of maintenance and involves multiple software adjustments or patchwork, which make it more challenging and cost-ineffective as well as insecure.

The main reasons to upgrade your legacy system are:

optimize cost
Smaller cost
Making an audit of the existing system requires proper calculations of the expenses. You should consider not only the daily maintenance and support costs but also the increased buying potential regarding higher levels of customers’ satisfaction. If you’re not catching their business right there and right now, the chances are high that they will bring their business elsewhere.
Increased security
It’s always a good idea to check if your e-commerce platform is compliant with all the latest security certificates. Could your legacy system cause a potential security breach that will cost you millions in lawsuits? You need to make sure that your eCommerce platform supports all the modern payment methods so that you can provide your services in an effective and efficient way.
optimize technology
Up-to-date technology
Your eCommerce platform has to be continually upgraded to include innovative features. If your platform was cutting-edge ten years ago, without a doubt, there wouldn't be enough patches to sustain its required year-on-year growth.
Not sure what should be the next step?
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