To state the obvious: mobile is becoming increasingly important. Duh! Take a look at your Google Analytics data and compare that with the same period last year. Chances are, the share of mobile traffic has grown sharply in 1 year's time - at the expense of desktop. (Tablets stay more or less stable on many sites.) But has the share of mobile conversions increased proportionally? Probably not. And that means you urgently need to work on a mobile version of your ecommerce site that converts well.

Optimising your product page is one of the best ways to increase the conversion rate of your shop. Each site is different, of course, but you usually see that you can grow faster by improving your product page than by improving your home page or category page (which obviously does not mean you cannot make any improvements there). But how do you start optimising your product pages, and what should you look out for? Some do's & don'ts ....

I'm not exactly saying anything earth-shaking when I say that a fast site is important. For a marketer or ecommerce store owner, though, this becomes a pretty technical story quite quickly. And then there may be a tendency to shove it to the side and do other things. But that does not have to be the case. Guillaume Derolez, software engineer at Google, gave an interesting presentation during the ‘Conversions at Google’ event, one that is also understandable for non-techies. He focused especially on the speed of mobile sites, but many things also apply to the desktop and tablet version of your site. How fast does your site have to be? And what can the impact be of a faster site? But above all: how do you make it faster? Guillaume Derolez covered these and other questions in a very accessible way in this presentation. A handy, easy-to-understand basic explanation for non-techies.