How to Increase your Online Shop Sales with Conversion Optimization

Nils Koppelmann Last updated on 20.10.2020
6 Min.
Conversion Rate Optimization4
Last updated on 20.10.2020

To have a lot of visitors on your own site is already something great. However, traffic alone is often not the right measure of success. It is much more interesting - and also economically relevant - to know how many of these visitors actually become real customers. Therefore, in this article I will show you how to effectively increase the turnover of your online shop with conversion optimization.

What actually is Conversion Optimization?

Conversion optimization explained simply:

Conversion Rate Optimization (CRO) - or Conversion Optimization - is concerned with increasing the so-called conversion rate. This is the percentage of visitors to a website who carry out a previously defined action.

Conversion optimization is not a project, but a process: Just as successful companies work to continuously improve their products and services, they also work to optimize their conversion rate.

Your competitors also use conversion optimization as a permanent, strategic optimization process. Once improvements have been achieved, they are lost over time. Therefore it is of high importance to implement Conversion Optimization as a sustainable and long-term process in the company.

The discipline is naturally data-based: So a recommendation that worked for one site doesn't necessarily work for all the otherssites .

However, a catalogue of proven and scientifically supported methods can be derived from the experiences of various experiments. Some of these methods and best practices are presented in this article.

7 tips for conversion optimization

Before we go into detail, I would like to mention one important aspect, which in a way is a basic requirement and on which the rest is built: About 95% of all purchase decisions are known to be made unconsciously. This means that it's not only the first impression that counts, but also the overall impression that a visitor site has of it.

Factors such as error-free operation and fast loading times play a major role here. If these are not given, a solid basis on which to optimize and build is missing. In the following you will find a few approaches that will give you an insight into where and how you can optimize your website :

  1. The 2-second rule
  2. Visual focus
  3. Features, services and advantages
  4. A call-to-action
  5. Reviews and customer opinions
  6. Guarantee
  7. Storytelling

The 2-second rule

With a clear headline that delivers a value proposition (value proposition / benefit proposition), you will cast a spell over the visitors. The attention of your visitors is short, so you should get to the point as soon as possible so that they don't leave yours site early.

On average 8 out of 10 visitors read the headline. However, only 2 of these 10 visitors will site look at the rest of them. So if you formulate the main headline in an attractive way, then significantly more visitors will read on.

Visual focus

Besides the textual aspects, each landing page should have a clear visual focus that attracts the full attention of your visitors. This can be in the form of an attractive product image, a video or an image that conveys emotion.

The moment someone reads the headline, you need to draw their attention to the rest of the content via the image. At that very moment, at best, something incredibly important happens in the mind of your potential client: He is dealing with the subject of your site .

The use of visual elements is important because it is easier for most people to perceive and understand a topic in a visual context. This often has a direct impact on the conversion rate, as you will see.

Basically, the higher the quality of your pictures and texts, the better your site .

But how do we now measure the quality of images and text? With pictures and graphics it should be clear that they should be high resolution and must load quickly. If this is not given, it creates friction, which negatively affects the conversion rate.

Neither should your texts contain any spelling mistakes - that seems unprofessional. With headlines and texts, you should clearly consider what you want to say with them and whether it helps your visitors to understand your offer. If this is the case, then you are already on the right track.

Features, services and advantages

Thirdly, you should think about what special features you want to highlight and, more importantly, what benefits it will bring to your customer.

Mostly the advantages / services solve the problem of your customers, for example by saving time and / or money through your product or service. You can highlight these services and explain them with the help of the features and make them attractive.

Your customers do not buy your product because of the features, but because of the benefits they expect from the features. That is why many people always want the latest smartphone: They expect to get an advantage from the new features.

Conversion Optimization
Emphasize your features, benefits and advantages clearly.

Call-to-Action only

In the fourth step you should definitely present a single clear Call-to-Action (CTA). Often a landing page is just pasted up with different CTAs - unfortunately this rarely helps.

The reason why you place in the upper range of site no or maximum one CTA is that your offer must first be understood and objections to your argumentation must first be dealt with. 

If someone has it all figured out and understands what it's all about, then they're more likely to act and buy your product or contact you - so they're more likely to respond to your call-to-action.

Conversion Optimization
Concentrate on a single CTA.

Reviews and customer opinions

Fifthly, you should include testimonials or ratings and other visual evidence. By adding testimonials and customer testimonials on your site reviews and customer testimonials, your visitors can judge for themselves whether the offer is something for them or not.

Make sure that the reviews and customer testimonials are as real as possible, and make them look that way by recording your customers' names and companies or using a testimonial video. The reviews must be authentic.

Basically, the structure of such testimonials should always describe which problem or challenge was solved for your customers - and how.


In the sixth step, you should still give a guarantee. A guarantee can be designed in many different ways. With digital products or software it is often a test phase, with a fitness studio a free trial training, with online shops a satisfaction guarantee if necessary.

It is important that the customer does not feel that he has made a final decision from which he cannot withdraw. Here, too, it is very important that your customer feels comfortable when he completes the purchase.

Conversion Optimization
Satisfaction guarantee of the popular BODYGUARD mattress.


The last advice: Your landing page should definitely tell a great story. Good storytelling will have a significant positive impact on your conversion rate.

Even if there is no direct, personal contact on your website or in your online shop: A story conveys this feeling - to be more precisely: compassion. With storytelling you better reach the emotions of your customers. After all, you take them on a very special journey and tell them a story.

Telling a story here does not mean telling fairytales - but selling your product framed in a compelling story. For example, you can illustrate the typical before and after scenario in a story.

Testimonials are also suitable for great storytelling. Here's another important tip: Storytelling can and should be emotional. Talk directly about the problems and challenges your customers typically face and discuss how you or your product helps them overcome these hurdles.

If you manage to use storytelling to take your customers on a journey and on the rollercoaster of emotions - with all the ups and downs - they will be much more willing to convert. This is not only true for your website, but for all your sales channels.

Final thoughts

As you can see, there are many ways to improve the conversion rate of your website or online store. The mentioned approaches are just a small selection. However, in most cases you can assume that the implementation of these principles is a good basis from which you can always improve.

Once these basic principles are in place and yours website is running fast and flawlessly, you can move on to other conversion optimization topics - such as using A/B testing to improve your conversion rate bit by bit.

Which questions to Nils about conversion optimization do you have?

Feel free to use the comment function. You want to be WordPress informed about new articles and tips about e-commerce and online shops? Then follow us on Twitteror Facebook , or subscribe to our newsletter.

Nils Koppelmann is the founder and managing director of 3tech GmbH. Starting with web design and software development, his professional focus today is on conversion optimization and user experience. His eye for design and aesthetics accompanies him professionally and privately.

Related articles

Comments on this article

Leave a comment

Your email address will not be published. Required fields are marked with * .