Conversion rate: how to improve it methodically
Raising conversion by a few tenths can be worth more than doubling your advertising. We explain how to do it methodically rather than blindly.
Updated: 26/09/2026
125
Share:
Improving the conversion rate means selling more with the same traffic. It is one of the most profitable levers, but also one of the most often pulled blindly: changing the colour of a button because an article says so.
The method
- Analyse where people drop off: the GA4 funnel, heatmaps, session recordings (with consent) and the internal search.
- Ask: short surveys for those who abandon or those who buy (“what almost stopped you from buying?”).
- Form hypotheses: “if I show the delivery time on the product page, more people will add to cart”.
- Test with an A/B test when you have enough traffic, or carefully with a before-and-after comparison if not.
- Learn and document, whether it works or not.
The changes that usually work best
- Clear shipping costs and delivery times from the product page.
- Better photos and more information on the product page.
- Genuine reviews on display.
- A shorter checkout and guest checkout.
- The payment methods your customers use.
- Speed on mobile.
A/B tests need traffic
With few visits, a test can take months to give a reliable result, or give one that is pure chance. In small stores, prioritise common-sense changes and measure trends.
Watch the technical side: before optimising copy, make sure everything works. A buy button that disappears on certain product pages, or a purchase option that another module hides, may be costing more than any test.
-
Regulations for online stores Sales and discounts under the Omnibus Directive: how to advertise a reduced price without risking a fine -
Regulations for online stores The right of withdrawal in 2026: the new mandatory button and everything your store must comply with -
Strategy and conversion The real margin on each order: the calculation almost no store does (and should) -
-
Regulations for online stores Sales and discounts under the Omnibus Directive: how to advertise a reduced price without risking a fine -
Regulations for online stores The right of withdrawal in 2026: the new mandatory button and everything your store must comply with -
Strategy and conversion The real margin on each order: the calculation almost no store does (and should) -
-
ERP, invoicing and integrations REST APIs for ecommerce integrations: authentication, limits and errors -
Regulations for online stores Mandatory web accessibility for online stores: what the law requires since 2025 and how to comply -
Marketing and loyalty Black Friday and seasonal campaigns: preparing the store technically -
Purchasing, stock and logistics Purchasing management: where an online store gains or loses its margin
Related products
