How to improve your online shop's conversion rate

Most online shops spend their entire budget on driving traffic and almost nothing on converting it. If your conversion rate is 1% and you raise it to 2%, you've just doubled your revenue with the same ad spend. CRO (Conversion Rate Optimisation) is the discipline that does exactly that.

Simplify the checkout

Every extra field in your payment form is another chance for the customer to leave. Keep the steps to a minimum: name, address, payment. Offer guest checkout, address autocomplete and multiple payment methods. A checkout that can be completed in under 60 seconds converts up to 35% more than a traditional one.

Social proof that converts

Reviews from real customers, 'in use' product photos, sales counters and trust badges aren't decoration — they're the arguments that close the sale when the customer hesitates. Place them where friction is highest: next to the buy button, in the basket and on the payment page.

Speed and technical performance

A shop that takes more than 3 seconds to load loses 53% of its mobile visitors. Optimise your images, cut back on third-party scripts, implement lazy loading and measure your Core Web Vitals every week. Speed isn't a technical detail: it's a direct conversion and SEO factor.

Experiment with data, not opinions

CRO isn't redesigning your shop because it 'looks ugly'. It's forming data-driven hypotheses, running A/B tests and measuring the real impact on sales. Change one element at a time, let the test run until it reaches statistical significance and scale what works. Repeating that cycle every month is what separates the shops that grow from the ones that stagnate.