--- tytul: "How to Increase Conversion Rate in an Online Shop?" opis: "How to measure your online shop's conversion rate, what a good level looks like and how to improve it: site speed, product search, product pages, A/B tests." adres: https://justidea.agency/en/blog/how-to-increase-conversion-rate-online-shop/ serwis: "JustIdea Agency" jezyk: pl zrodlo: automatyczny odpowiednik strony HTML, generowany przy każdym buildzie --- Article # How to increase conversion in an online shop? How to measure your online shop's conversion rate, what a good level looks like and how to improve it: site speed, product search, product pages, A/B tests. [![Paweł Seruga](https://justidea.agency/obrazy/pawel-240x300-11bf3e6a.webp) Paweł Seruga Performance Marketing Specialist](https://justidea.agency/en/author/pawel-seruga/) 16 April 2024 19 min read 15 sections ![How to increase conversion in an online shop?](https://justidea.agency/_astro/szablon-8-9-1-6f0bf228.DmwVLF6W.webp) Marketing Trusted by ![LPP](https://justidea.agency/obrazy/lpp-logo-2-b64d3a02.svg) ![House](https://justidea.agency/obrazy/logo-house-c706eeae.svg) ![Toyota](https://justidea.agency/obrazy/toyota2-1-63c6570a.webp) ![Fame MMA](https://justidea.agency/obrazy/fame-ffb4e0d0.webp) ![Surf Inc.](https://justidea.agency/obrazy/surfinc-91e5b73d.webp) ![LyoFood](https://justidea.agency/obrazy/lyo-cb899d46.webp) ![ExpertSender](https://justidea.agency/obrazy/expert-ca00548d.webp) ![Purinova](https://justidea.agency/obrazy/purinova-217da6ab.webp) ![Mennica Gdańska](https://justidea.agency/obrazy/mennica-98166c12.webp) ![Group IB](https://justidea.agency/obrazy/group-ib-b711171e.webp) ![Smart Kids Planet](https://justidea.agency/obrazy/smart-kids-151311c5.webp) ![SuperSonic](https://justidea.agency/obrazy/supersonic-a35404fe.webp) ![Wierzynek](https://justidea.agency/obrazy/wierzynek-1-d027e7cc.webp) ![RegoBis](https://justidea.agency/obrazy/regobis-a8b446e3.webp) **In this article** 1. 01Increasing conversion in an online shop 2. 02What is conversion in an online shop? 3. 03Are there tools for measuring conversion in an online shop? 4. 04What is a good conversion rate for an online shop? 5. 05What are the ways to improve the conversion rate in an online shop? 6. 06Improving page speed = improving conversion in an online shop 7. 07Optimise your product search 8. 08Build trust in your online shop 9. 09Improving the ordering process 10. 10Improving product pages and increasing conversion in an online shop 11. 11Recovering abandoned baskets: improving conversion in your shop 12. 12A/B testing as a method for optimising conversion 13. 13Analyse feedback from customers 14. 14Conversion rate optimisation in e-commerce: summary 15. 15Also read: Share ## Increasing conversion in an online shop **Conversion in an online shop is a topic that keeps anyone who's worked in e-commerce for a while up at night. We often look for mistakes in our ads, without considering that the first problems with a shop's conversion rate already happen at the website stage itself. Today we'll show you how to work on conversion in your online shop even before you think about paid promotion at all.What is conversion rate optimisation for an online shop?** How can user experience improve this rate without really getting into advertising topics at all? It's a subject with more questions than answers, but in this article we'll try to help you answer all of them. ## What is conversion in an online shop? To answer the question of how to increase conversion in an [online shop](https://justidea.agency/en/services/e-commerce/), we should first understand what conversion on your site actually means. **Conversion in an online shop** is a key performance indicator that shows the percentage of users who completed a desired action, such as buying a product, signing up for a newsletter, or filling in a contact form. This matters because a high conversion rate means the shop is effectively turning visitors into customers. To increase conversion, shop owners use various methods, such as optimising the site for loading speed, an intuitive user interface, attractive product photos, clear and persuasive descriptions, and recommendation systems that help customers make purchase decisions. In addition, shops often offer promotions and discounts to encourage users to complete transactions. Conversion is therefore a measure of an online shop's success and its ability to attract and retain customers. ## Are there tools for measuring conversion in an online shop? Yes, there are many tools for monitoring conversion in an online shop. Here are a few popular options: **Google Analytics**: this is one of the most popular tools, letting you analyse site traffic, track conversion and monitor user behaviour. The tool is completely free (not counting the Google 360 package) and gives users access to a range of reports on how users use the site, what actions they take, and which channels these users come from most often. Google Analytics 4 (the name of the tool's latest version) also supports analysis of the most popular subpages in an online shop, advertising analytics, and a range of other options that let you gather almost every piece of knowledge imaginable about traffic in your shop. In short, it's genuinely hard to run an online business today without GA4. ![How to increase conversion in an online shop?](https://justidea.agency/_astro/1-google-analytics-mierzenie-konwersji-1024x510-3fad4b78.C6H5k-VF_2ociYN.webp) How to increase conversion in an online shop? Source: [https://analytics.google.com](https://analytics.google.com) **Hotjar**: this lets you understand how users move around the site, thanks to heatmaps and session recordings. The latter feature is especially valuable for users of the tool. In Hotjar, we can analyse how specific users behaved during their sessions (sensitive data is, of course, anonymised in these recordings). This lets us spot weak points in our shop, which, once eliminated, often already leads to an increase in conversion in the online shop. Hotjar is, admittedly, a paid tool, but there's a free package that lets you use its basic features. ![How to increase conversion in an online shop?](https://justidea.agency/_astro/hotjar-mierzenie-konwersji-2-1024x484-523b3de7.CKo22QJO_PCnbE.webp) How to increase conversion in an online shop? Source: [https://www.hotjar.com](https://www.hotjar.com) **Crazy Egg**: like Hotjar, this offers heatmaps and other features for analysing user behaviour. The tool is almost a twin of the one discussed above, though it differs in some of the reports used for drawing conclusions about the site. It also includes a few features that aren't standard among its competitors, such as the confetti report, which lets you analyse very specific points on the page or in the online shop in detail, with the ability to filter traffic sources. With Crazy Egg, we can also run simple A/B tests, which let us examine how the hypotheses we set at the analysis stage of the online shop actually hold up in practice. It's worth noting, though, that compared to Hotjar, Crazy Egg is a bit more expensive and doesn't have any free package. ![How to increase conversion in an online shop?](https://justidea.agency/_astro/crazy-egg-mierzenie-konwersji-1024x462-81fd5f9c.BXH1KrId_2617uE.webp) How to increase conversion in an online shop? Source: [https://www.crazyegg.com/](https://www.crazyegg.com/) **Visual Website Optimizer**: a tool for running [A/B tests](https://justidea.agency/en/services/websites/website-ux-audit/) that helps optimise websites. This is software known for its simple interface and affordable pricing plans, which is why smaller companies often choose it. VWO offers many types of tests, but also lets you track conversion and monitor clicks. Importantly, with this tool we can analyse both whole websites and individual elements of them, such as buttons or specific sections. ![How to increase conversion in an online shop?](https://justidea.agency/_astro/vwo-konwersja-1024x598-ab73f9f9.CCA4mjVt_1Do5mn.webp) How to increase conversion in an online shop? Source: [https://vwo.com/](https://vwo.com/) **Optimizely**: lets you experiment with different versions of your site to increase conversion. This is another tool with an extensive package of options: like many of the platforms discussed, it lets you create A/B tests, but what makes Optimizely stand out is its own content marketing platform, which also lets different team members collaborate and plan their own workflow. In addition, this tool also offers features that let you monetise content, which is more the exception than the standard among similar environments. ![How to increase conversion in an online shop?](https://justidea.agency/_astro/optimizely-mierzeni-konwersji-1024x398-f8219e6f.DRVbhzSB_1lYgMR.webp) How to increase conversion in an online shop? Source: [https://www.optimizely.com/](https://www.optimizely.com/) **Mouseflow**: records user sessions and creates heatmaps, which helps analyse interactions on the site. Like Hotjar or Crazy Egg, it lets you observe the user experience, so you can use specific hypotheses to look for answers to the question of how to increase conversion in an online shop. With Mouseflow, we can also check for JavaScript errors that users run into on our shop, segment customers, and analyse traffic using a range of reports. This tool lets you trace the entire conversion path, which will certainly make its later optimisation easier. ![How to increase conversion in an online shop?](https://justidea.agency/_astro/mouseflow-mierzenie-konwersji-1024x404-2a6904f7.ahOxE4H-_Z1bXjWS.webp) How to increase conversion in an online shop? Source: [https://mouseflow.com/](https://mouseflow.com/) **Contentsquare (formerly ClickTale)**: offers advanced analysis of user behaviour and data visualisation. This is another platform that lets you improve the user experience through access to detailed data on website traffic. In Contentsquare, you get the ability not just to analyse data yourself, but also to use automated suggestions that are generated by artificial intelligence using big data, based on studying user behaviour. This platform is often compared to Google Analytics, since their features are fairly similar. With one difference: you have to pay for Contentsquare. ![How to increase conversion in an online shop?](https://justidea.agency/_astro/contentsquare-narzedzie-4b6f58be.vtG5KFIe_2sJauB.webp) How to increase conversion in an online shop? Source: [https://contentsquare.com/](https://contentsquare.com/) **Matomo (formerly Piwik, not to be confused with Piwik PRO)**: an analytics platform providing detailed reports on site traffic. Matomo presents itself as yet another alternative to the increasingly questioned Google Analytics 4. Is it really one? In terms of popularity among average users, not necessarily, but in terms of functionality, Matomo also offers a range of reports on site traffic, and this last tool allows for greater customisation. On top of that, thanks to the ability to store data on your own server, it lets you keep the information gathered about users more secure. Each of these tools can help you understand how users interact with your online shop, which is essential for optimising [conversion](https://justidea.agency/en/services/marketing-agency/web-analytics/) and increasing sales. If you want to increase the conversion level in your shop, now's the time to implement one of them. ![How to increase conversion in an online shop?](https://justidea.agency/_astro/matomo-org-1024x616-ec07f104.PhSslnw7_Z1kndua.webp) How to increase conversion in an online shop? Source: [https://matomo.org/](https://matomo.org/) ## What is a good conversion rate for an online shop? There's no single, clear-cut value, because it depends on the industry, the type of products or services, and the specifics of a given site. **The average conversion rate for an online shop** can differ dramatically even between similar shops. Even so, a higher conversion rate is always desirable, which is why answering the question of how to increase conversion in an online shop should be at the core of working with every e-commerce business. In practice, the optimal **conversion rate** can vary depending on the context, but it's worth aiming for continuous improvement and increasing the number of customers who place orders or take other desired actions on the site. It's important to monitor results, analyse data, and take actions aimed at improving conversion in your online shop. ## What are the ways to improve the conversion rate in an online shop? Effective ways of increasing conversion in an online shop are based, among other things, on analysing user behaviour on the site and examining how individual sales pages perform at raising your shop's sales level. The whole subject certainly can't be summed up in a few sentences. It's more of a continuous, day-to-day effort that combines analytical work, forming hypotheses about how to increase conversion in an online shop through specific changes to it, testing those hypotheses, and gathering feedback from site users. It's only when all these actions come together that you achieve a concrete result. And here, too, you need to arm yourself with patience, because depending on the volume of data, this process can genuinely take many months. Either way, it can be grouped into a few main pieces of advice. - **Improve your page loading speed**: fast loading is essential for keeping users' attention. - **Optimise your product search**: make sure customers can easily find what they're looking for. - **Build trust in your online shop**: use customer [reviews](https://justidea.agency/en/blog/how-to-check-your-google-reviews/) and security certificates to increase credibility. - **Improve the ordering process (checkout)**: a simple, clear buying process encourages customers to complete the transaction. - **Improve and enhance your product pages**: accurate descriptions and high-quality product photos can convince people to buy. - **Recover abandoned baskets**: use marketing automation to remind customers about unfinished purchases. - **Run A/B tests regularly**: test different versions of your site to find the most effective solutions. - **Analyse customer feedback**: feedback can help identify areas for improvement. These methods can significantly improve conversion and increase sales in an online shop. I'll now try to briefly discuss each of them. ## Improving page speed = improving conversion in an online shop Improving your page loading speed has a direct impact on conversion in an online shop. This is because, according to Google, a page that takes longer than 5 seconds to load can lose as much as 40% of all conversions. We live in incredibly fast times, and users' impatience is so high that we can't afford to lose their attention even for a moment. Why does a faster site mean more conversions in your e-commerce business? ![How to increase conversion in an online shop?](https://justidea.agency/_astro/pagespeed-web-dev-analiza-predkosci-strony-1024x621-11f19f42.DGWgwkJ2_Z129IQR.webp) How to increase conversion in an online shop? Source: [https://pagespeed.web.dev/](https://pagespeed.web.dev/) - **Increased user satisfaction**: fast page loading improves the overall user experience, which can translate into a greater willingness to buy. One of the main factors (besides content layout or how easy it is to find interesting information) that can affect whether a user had a positive impression of visiting our site is exactly how quickly they could use it. Someone who's once felt dissatisfied using our site is unlikely to come back to it, and it's worth remembering that a purchase is rarely made on the first contact with an online shop. - **Lower bounce rate**: users often give up on browsing a site further if it takes too long to load. This leads to a higher bounce rate: the percentage of people who land on a page and leave it without taking any action. A faster site means fewer people leaving before making a purchase. It's also worth adding that bounce rate is one of the metrics used when analysing the quality of our ads. When slow page loading distorts this figure, we won't be able to draw the right conclusions. - **Better search engine visibility**: search engines such as Google reward sites that provide a positive user experience. This means sites that load more slowly, and therefore don't deliver that experience, may rank lower in organic search results. It's worth stressing here that, although every year the marketing world announces the death of SEO, these reports are greatly exaggerated. SEO is still an extremely important process for driving traffic to online shops, and the lack of a properly implemented SEO strategy, and the resulting losses in organic traffic, can have a very negative impact on sales. - **Increased trust**: a professional-looking site that runs smoothly and quickly builds trust in the brand and encourages transactions. Users in 2024 are increasingly aware, and sensitivity to various kinds of online scams is much higher today than it was 10 years ago. As a result, users who see a site loading slowly may have doubts about whether it's trustworthy. And trust, once lost, is very hard to rebuild. - **Easier shopping on mobile devices**: in the age of smartphones, loading speed matters even more, because mobile users expect fast access to information and an easy buying process. As a result, an online shop should load instantly on phones. This is especially true given the multi-channel nature of smartphones: we use apps where we see ads for sites or send ourselves links to them. We often then open these sites directly within those apps, and want to get back to them quickly afterwards. If this process takes too long, it definitely makes it harder to make a purchase decision. In summary, page loading speed is a key element that can significantly affect conversion, because it influences the user experience, search visibility, bounce rate, trust in the brand, and mobile shopping. That's why investing in page speed optimisation is an investment in better conversion and higher revenue. ## Optimise your product search Optimising the product search in an online shop is crucial for increasing conversion. What exactly does this mean? Mainly, it means the search shows the products the user is actually looking for, works quickly, and uses suggestions, but only ones that genuinely match the user's intent. Why does this matter so much? For at least a few reasons: - **It makes finding products easier**: when customers can quickly find what they're looking for, the likelihood of making a purchase increases. - **It improves the user experience**: an intuitive, effective search makes shopping simpler and more enjoyable, which can encourage people to return to the site. - **It increases sales of lesser-known products**: a good search can suggest products customers might not have known about, leading to the discovery of new items and increased sales. - **It reduces the bounce rate**: if the search quickly delivers relevant results, users are less likely to leave the site out of frustration. - **It uses advanced technology**: modern search engines use machine learning and natural language processing (NLP) to deliver more accurate results and better understand user intent. - **It helps analyse customer behaviour**: data collected by the search feature can be used to analyse customer preferences and behaviour, enabling further optimisation of the offer. In summary, optimising product search is an important part of an e-commerce strategy that can significantly boost conversion by making it easier to access products, improving the user experience, and providing valuable data on customer behaviour. ## Build trust in your online shop Online shop owners often forget that **building trust in an online shop** is essential for increasing conversion in that shop, because customers need to feel confident when shopping online. Trust is the foundation on which the relationship between customer and brand is built. When an online shop presents itself as credible and secure, customers are more likely to make purchases. Elements such as a professional presentation of products, transparent communication, clear information about pricing and delivery, and easily accessible customer service all help build a positive brand image. For an online shop, these factors can be **crucial** for positively affecting the conversion rate. ![How to increase conversion in an online shop?](https://justidea.agency/_astro/ji-wizytowka-firmy-247x300-3efe9836.BIXakQh3_UhoN0.webp) How to increase conversion in an online shop? In addition, other customers' reviews and security certificates can significantly influence **purchase decisions**. People often look for confirmation of a shop's quality and reliability in other users' experiences. That's why shops that actively collect and display positive reviews increase their appeal and credibility. Certificates and quality marks, such as SSL or an e-commerce trust mark, in turn signal data protection and transaction security, which is especially important given concerns about privacy and online fraud. Finally, shops that invest in **building long-term relationships with customers**, through loyalty programmes, personalising their offer, or responding quickly to problems, build a strong community around their brand. A customer who feels valued and knows they can count on support is more likely to buy again and recommend the shop to others. In this way, trust translates not only into a one-off conversion, but also into customer lifetime value, brand loyalty, and the shop's credibility. ## Improving the ordering process **Improving the ordering process in an online shop** is one of the most effective ways to increase the conversion rate. An ordering process that's simple, intuitive and fast encourages customers to complete the transaction. When customers face fewer obstacles, such as unnecessary steps, complicated forms or unclear instructions, the likelihood of making a purchase increases significantly. In addition, offering a variety of payment methods that are secure and well known, as well as the option to buy without creating an account, can further raise the conversion rate. Today's consumers value time and convenience, so a shop that lets them buy quickly and without hassle becomes their preferred choice. On the other hand, **transparency and communication in the ordering process** build customer trust and satisfaction, which also increases conversion in an online shop. Informing customers about the stages of order fulfilment, offering parcel tracking, and providing clear, easily accessible information about the returns and complaints policy are all elements that contribute to a positive shopping experience. A customer who feels informed and in control of the process is more likely to use the shop's offer again and recommend it to others. That's why investing in improving the ordering process is an investment in better conversion and building long-term customer relationships. Thanks to work on the ordering process, increasing conversion in an online shop becomes much easier to achieve. ## Improving product pages and increasing conversion in an online shop **Improving product pages in an online shop** is essential for increasing conversion, because it's on this page that the customer makes their purchase decision. A good product page should be well thought out and contain all the information needed to make a purchase decision. High-quality photos, accurate descriptions, information about availability, price and delivery options, and reviews from other customers, along with a well-crafted message on the shop's page, all help the customer better understand the offer and build trust in the shop. Thanks to a UX-focused approach, potential customers will use the site more intuitively. When a product page is **optimised for SEO**, this also increases its visibility in search engines, and therefore the shop's rankings, which translates into more traffic on the site. In addition, a well-designed product page can suggest related products or accessories, which can result in a larger shopping basket. All these elements, from presentation to logistics information, have to work together to maximise conversion and encourage the customer to buy. ## Recovering abandoned baskets: improving conversion in your shop **Recovering abandoned baskets** is an important part of an e-commerce strategy that positively affects conversion in an online shop. When customers add products to their basket but don't complete the purchase, the shop loses potential revenue. Strategies for recovering abandoned baskets, such as sending email reminders or offering special discounts, can persuade customers to come back and finish the transaction. This means the shop not only increases its chances of a sale, but also **builds relationships with customers** by showing them that their interest matters. In addition, **analysing the reasons for basket abandonment** can provide valuable information about potential obstacles in the buying process. The shop can use this data to optimise the site, improve the ordering process, or improve the product range. Effective basket-recovery strategies can also affect customer lifetime value, increasing loyalty and the average order value. ## A/B testing as a method for optimising conversion A/B tests are a key part of a conversion optimisation strategy in an online shop. They let us precisely tailor our site to users' preferences and increase the conversion rate. Here's why it's worth using A/B tests: ### Real data and optimisation A/B tests let you analyse the effectiveness of a strategy in real time. They let us see how specific elements perform live. By comparing different versions of a page, we can identify the ones that bring better results. This allows for ongoing improvement of the site and optimisation for conversion. ### Understanding customers and growing conversion A/B tests help you better understand visitor behaviour. They let us find out which elements grab attention and which might cause people to leave the site. Improving the conversion rate is a key goal, and A/B tests let us achieve it effectively. They let us optimise headlines, calls to action, page layout and other elements to persuade users to buy or take another desired action. It's worth remembering that A/B testing is an ongoing process. Regular testing will allow for continuous improvement of the site and an increase in the conversion rate. That's why it's worth using this method as an integral part of your marketing and e-commerce strategy. ## Analyse feedback from customers Customer feedback analysis is a valuable resource that can significantly affect conversion in an online shop. Here are three key aspects worth considering: ### Understanding customer needs: - Regularly collecting customer opinions and ratings lets you better understand their expectations. - Based on this information, we can adjust our product range, take care of issues like payments and shipping, or streamline the buying process and optimise the site. **Example**: if customers often report a problem with payments, we can improve the basket's functionality and payment options. ### Optimising the user interface: - Feedback analysis lets you identify the weak points of your site. - Improving navigation, layout, or content readability can increase conversion. **Example**: if customers complain about an unintuitive ordering process, we can simplify the steps and make the "Buy now" button more prominent. ### Building trust and loyalty: - Positive customer reviews attract new users. - Recommendations from satisfied customers influence other people's purchase decisions. **Example**: by using positive reviews on the homepage or in email campaigns, we build trust in our brand. In summary, regularly analysing customer feedback allows for continuous improvement of the site, increased conversion, and building a positive brand image. ## Conversion rate optimisation in e-commerce: summary In summary, there are a number of methods that can affect the **conversion rate on a site**. From work on individual subpages, through online marketing, to customer service. All of this can mean users don't just click around and search for products on the site, but are also more willing to make a purchase. However, to increase the conversion rate in your shop, you need to approach the topic holistically. Only with this kind of approach will you be able to achieve genuinely valuable results. ## Also read: - [SEO for travel agencies](https://justidea.agency/en/blog/travel-agency-seo-guide/) - [PrestaShop SEO](https://justidea.agency/en/blog/prestashop-seo-guide/) - [Shoper SEO](https://justidea.agency/en/blog/shoper-store-seo-and-optimisation/) - [WordPress SEO](https://justidea.agency/en/blog/wordpress-seo-guide/) ![Paweł Seruga](https://justidea.agency/obrazy/pawel-240x300-11bf3e6a.webp) Written by [Paweł Seruga](https://justidea.agency/en/author/pawel-seruga/) Performance Marketing Specialist Have a question about this article? Write to us. Want this in your business ## Let's turn this knowledge into results in your store 30 minutes about your numbers. The call starts with someone from sales, and we bring in the channel specialist once we get into the details. The call is free of charge. 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