February 16, 2026

Optimising the customer journey in e-commerce: How companies can avoid revenue losses

ECommerce

In our last blog article, we showed where companies lose revenue along the customer journey in e-commerce. The analysis made it clear that revenue losses rarely occur at a single point, but rather as a result of many small frictions – from initial expectations to product discovery to checkout and the after-sales experience.

The crucial question is therefore no longer where revenue is being lost, but how these losses can be avoided in concrete terms. This is precisely what we will be discussing in this article. We will show you practical ways in which companies can optimise their customer journey in a targeted manner – step by step along the relevant phases.

Make the customer journey visible before optimising it

Many optimisation measures fail because they are based on assumptions. Companies optimise navigation, checkout or product pages in isolation without considering the entire journey from the customer’s perspective. The first step in avoiding revenue loss is therefore to make the customer journey transparent and measurable.

Specifically, this means:

Identify all relevant touchpoints (marketing, shop, checkout, service)
Analyse jump points per phase
View user behaviour across multiple sessions

Only when it is clear where users drop out and why can measures be prioritised. Without this transparency,
symptoms are often tackled rather than causes.

Clarify expectations early on and consistently fulfil them

A common reason for early abandonment is unmet expectations. Users come to the shop with a clear idea in mind – triggered by advertising, search results or recommendations. If this expectation is not met, mistrust immediately arises.

To avoid this, companies should:

Align advertising promises and landing pages in terms of content
Communicate prices, delivery times and availability early on
make clear statements instead of vague marketing phrases

The sooner users understand what to expect, the less likely they are to abandon the site later on.

Simplify product discovery rather than complicate it

A key sales lever lies in the product discovery phase. Users want to find relevant products quickly – without having to search for them. Complex product ranges therefore require a clear structure.

Proven measures include:

logically structured categories instead of internal organisational logic
Filters based on user needs (e.g. use cases, properties)
a search that also interprets imprecise entries in a meaningful way

In addition, personalised product recommendations can significantly speed up the product search process. When users receive relevant suggestions based on previous purchases, products viewed or similar interests, the search effort is reduced considerably. Instead of working their way through a wide range of products, users are presented with specifically tailored products – which increases both user satisfaction and the conversion rate.

It is important to note that product discovery is not a design issue, but rather a conversion issue. Every additional hurdle increases the likelihood of bounce rates – and costs revenue.

UX optimisation and performance: reduce friction, speed up decisions

Good product discovery loses its effect if the overall shop experience is perceived as sluggish or laborious. UX optimisation and performance ensure that users are not torn away from the decision-making process.

In concrete terms, this means avoiding unnecessary interactions and making processes as simple as possible. Pages should load quickly, filters and sorting should respond without delay, and important content should be immediately visible. Long loading times, delayed interactions or jerky page transitions cause users to bounce – regardless of how good the product range or content is.

This is particularly relevant in a mobile context, where patience and attention spans are significantly shorter. If product lists, images or filters do not function smoothly on a smartphone, the customer journey is interrupted at an early stage.

The less friction users perceive, the faster they make a decision – and the lower the risk of abandonment.

Consistently eliminate friction from the checkout process

Checkout is one of the most sensitive areas of the customer journey. The purchase decision has already been made at this point, yet many users abandon the process here. This is usually due to unnecessary hurdles.

Specific optimisation approaches:

Reduce the number of form fields
Limit mandatory information to the bare minimum
Making progress clearly visible
offer alternative payment methods
Display costs transparently and early on
Enable payment option as a guest

A good checkout process feels simple and controllable for users. Anything that creates additional uncertainty acts as an invitation to abandon the purchase.

Build trust in a targeted manner – don’t take it for granted

Trust does not arise automatically. Especially with new customers, it is a decisive factor in making a purchase. A lack of trust can cause even interested users to hesitate.

Effective measures include:

Customer reviews and testimonials
clear information on returns and service
visible security and payment information
consistent brand and visual language

Personalised trust elements can also enhance the effect. Notes such as “Customers with similar purchases also chose…” or individualised recommendations based on previous orders convey relevance and security. Users feel understood – not addressed anonymously.

Don’t stop after the purchase

Many companies view the purchase as the goal of the customer journey. In reality, however, long-term revenue is only determined afterwards. Poor experiences with delivery, returns or support prevent repeat purchases – even if the purchasing process was satisfactory.

Optimisation therefore does not end at checkout:

clear shipping communication
simple returns processes
proactive service information
Targeted reactivation instead of mass mailings

Loyalty programmes and personalised reactivation measures also play an important role. Individual offers, bonus models or product recommendations based on previous purchases ensure that customers do not start from scratch, but are addressed in a targeted manner. This turns a one-time purchase into an ongoing relationship.

A positive after-sales experience not only reduces support costs, but also increases customer loyalty and repeat purchase rates.

Establish optimisation as a continuous process

Customer journey optimisation is not a project with an end date. User behaviour, expectations and technical possibilities are constantly changing. Companies that want to avoid sustained revenue losses test, measure and optimise continuously.

These include:

regular evaluation of user data
A/B testing for key touchpoints
Iterative improvements instead of major relaunches

This gradually improves the customer journey and permanently reduces revenue losses.

Conclusion: Avoiding revenue losses means thinking about the journey holistically

Losses in revenue during the customer journey are not caused by individual major mistakes, but by many small points of friction. Companies that systematically identify and specifically optimise these points not only achieve better conversion rates, but also create lasting customer experiences.

Those who consistently think about the customer journey from the user’s perspective reduce dropouts, strengthen trust – and turn potential losses into measurable revenue.