How to increase the conversion rate on your webshop

Why is conversion rate important for your webshop?

Your conversion rate is one of the most crucial KPIs for your webshop. It represents the percentage of visitors who end up making a purchase—or completing a desired action (e.g., signing up for a newsletter). A high conversion rate means you’re getting more value from your existing traffic without necessarily spending more on ads.

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

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

1. Optimize your product and category layout

User experience is everything. Your products must be easy to find, compare, and buy.

• Use clear categories and filtering options

• Ensure professional, high-quality product images

• Include user-generated images or UGC to boost trust

A webshop with intuitive navigation can convert up to 30% better than one without structured navigation.

2. Use psychological triggers and trust elements

People don’t just buy with logic—they buy with emotion and trust.

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

• Use social proof: reviews, star ratings, testimonials

• Introduce urgency and scarcity: “Only 3 left in stock” or “Offer ends today”

These small changes alone can increase conversion rates by 10–15%.

3. Optimize the checkout flow

Far too many webshops lose customers during checkout.

• Keep the checkout short and simple—ideally on a single page

• Offer multiple payment options (MobilePay, Klarna, cards)

• Save customer information for next time

Remember: Every extra click is a potential lost customer.

4. Use A/B split testing

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

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

• Test colors, headlines, and element placement

• 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

When a customer shows interest, don’t let them slip away.

• Set up abandoned cart emails—these can recover up to 20% of lost sales

• Use personalized product recommendations

• Send segmented newsletters with relevant content

Automation ensures you don’t lose potential customers—even when they leave your site.

Conclusion: Small changes = big results

Increasing your webshop’s conversion rate isn’t about one big move, but a series of small optimizations that together make a huge difference. Start with user experience and checkout, add trust-boosting elements, and work systematically with A/B testing and marketing automation.

Once you master this, you’ll see your webshop not only attract more traffic—but also convert far more customers.