How to Increase Your Online Store's Conversion Rate: 12 Proven Changes

Doubling the advertising budget doubles the costs. Increasing a store's conversion rate from 1.5% to 2% yields one-third more sales from the same traffic. That is why conversion rate optimization is often the cheapest way to grow.

Product page

• In-use photos, not just on a white background. The customer needs to see the scale and context.

• Benefits before specifications. First, what the product provides; then, what it is made of.

• Reviews near the purchase button, ideally with photos from customers.

• Clear delivery time, for example, shipping within 24 hours.

Cart and checkout

• Guest checkout without creating an account.

• Popular payment methods: BLIK, instant transfers, buy now pay later.

• As few form fields as possible and address autofill.

• Shipping costs visible earlier, not just at the final step.

Offer and trust

• Free shipping threshold slightly above the average order value. It also increases AOV.

• Visible return policy and contact details.

• Bundles and complementary products in the cart.

Speed and mobile

Most traffic from ads on Meta and TikTok comes from mobile phones. Test your store on a lower-end smartphone and mobile internet. Every second of loading time decreases conversion.

How to measure the effects of changes

Implement changes one at a time and compare conversions over similar periods or via A/B testing. Without proper analytics, it is easy to consider a change that improved nothing a success. Proper UTM traffic tagging will help with this.

Summary

Store conversion and campaign performance are closely linked. A better website lowers the customer acquisition cost across every channel. UX and CRO recommendations are a permanent element of our performance strategy.