What is conversion in an online store and what affects it?

Conversion is nothing more than a percentage indicator of visitors to our store who perform a desired action (conversion goal), e.g., purchase a product. It is a magic number that tells us how many people among our guests become our customers. And of course, the higher the conversion, the better!

• Product purchase
• Newsletter subscription
• Adding a review of the store or product
• Contact via email or phone
• Creating a user account

• Site status: Our site must be clear, attractive and easy to use. Loading speed and performance are also very important, and security is a priority - after all, customers provide us with personal data and payment details, among other things! We also cannot forget about the basics such as proper display of the store on mobile devices or using appropriate functions encouraging the user to act.
• Clear offer presentation: An attractive offer and clear sales conditions are the basis without which we will not achieve success. Take care of key sales information, inform the user about your competitive advantage, add attractive product photos and descriptions - visitors to our store must have no doubt what and on what terms they are buying.
• User experience: Does the user navigate the site easily? Do they easily find their way in the product catalog? Does the product card have the right information architecture? Does the user intuitively go through the purchasing process? These are just a few key questions the answer to which can help us improve the shopping experience.
• Marketing activities: Effective promotion, advertising and email campaigns directed to the right target group can significantly affect conversion. Thanks to them, we direct the right group of users to the store, who are more likely to take advantage of our offer.
• Customer experience: Effective sales on the internet require the highest standards of customer service, from the first contact, through sales service, to reviews and recommendations of existing customers - all touchpoints of the user with the brand affect the level of trust potential customers will place in us.

• Research data: Analyze statistics, find out where customers give up on purchases and where they stay. This will help identify weak points.
• Test and optimize: Conduct A/B tests to check which changes on the site bring the best results and adapt your site.
• Listen to customers: Ask customers for their opinions and suggestions. This can provide valuable tips.
• Be patient: Conversion growth is a process. Don't expect instant results, but systematically work on improving your store.
• Develop: The world of e-commerce is dynamic. Follow new trends and technologies, observe the competition and take care of the attractiveness of the offer - you must be up to date.

This is only basic information on the topic of conversion - it is complex and requires a considerable amount of time. Nevertheless, it is worth looking into it; sometimes improving conversion by a fraction of a percent can bring long-term benefits to your online store.