How to increase your conversion rate on your online store

Why is conversion rate important for your online store?

Your conversion rate is one of the most important KPIs for your webshop. It's the percentage of visitors who end up buying - or performing a desired action (e.g. signing up for a newsletter). A high conversion rate means that you get more value out of your traffic without necessarily having to spend more money on advertising.

Here are my top 5 tips based on 20 years of experience optimizing webshops across Europe.

Hear much more about CRO (conversion rate optimization) in our podcast here

1. Optimize your product and category design

Ease of use is crucial. Your products should be easy to find, compare and buy.

• Use clear categories and filter features.

• Provide professional, high-quality product images.

• Include user-generated images or UGC - it builds credibility.

A webshop where customers can easily navigate converts up to 30% better than a webshop without structured navigation.

2. Use psychological triggers and trust elements

People buy not only with logic - but also with emotion and trust.

• Add trust badges (SSL, payment via MobilePay, Visa/Mastercard).

• Use social proof: Reviews, stars and testimonials.

• Introduce urgency and scarcity: "Only 3 left in stock" or "Offer expires today".

These small changes can often boost conversion rates by 10-15%.

3. Optimize checkout flow

Too many online stores lose customers in the checkout process.

• Make checkout as short and simple as possible - preferably on one page.

• Offer multiple payment solutions (MobilePay, Klarna, card).

• Save customer information for the next purchase.

Remember: Every extra click is a potential customer dropping out.

4. Use A/B split tests

Guesswork is the biggest mistake I see webshop owners make. Always test!

• Test different CTA buttons ("Buy now" vs. "Add to cart").

• Test colors, headings and placement of elements.

• Use tools like Google Optimize or VWO.

Even small changes, like the color of a button, can increase conversion rates by several percentage points.

5. implement marketing automation

Once the customer has shown interest, don't let them go.

• Set up abandoned cart emails - it can save up to 20% of lost sales.

• Use personalized product recommendations.

• Create segmented newsletters with relevant content.

Automation ensures you don't lose potential customers - even when they leave the site.

Conclusion: Small changes - big results

Increasing conversion rates on your webshop is not about one big step, but a series of small optimizations that together make a huge difference. Start with usability and checkout, add trust-building elements and work systematically with A/B testing and marketing automation.

Once you've mastered this, you'll find that your online store not only gets more traffic - but also many more customers.