Conversions > Traffic
Most e-shop owners focus on traffic. SEO, PPC, social media – all to bring more people in. But what if the problem isn't visitor count, but how many of them actually buy? Before you pour more money into advertising, it's worth knowing how to measure online marketing ROI.
The average Czech e-shop conversion rate is around 1.5–2.5%. That means out of 1,000 visitors, 15–25 buy. Improving conversion from 2% to 3% increases revenue by 50% – without any extra ad spend.
Out of 1,000 visitors to a typical Czech e-shop, 15–25 actually buy. Moving conversion from 2% to 3% means 50% more revenue – from the same traffic, with no extra ad spend. Before raising your PPC budget, work out how many orders you're losing on the site itself.
1. Simplify Checkout
Every extra step in checkout loses 10–20% of customers. Ideal checkout has max 3 steps: cart → delivery details → payment.
2. Free Shipping (or the Illusion of It)
48% of customers abandon cart due to shipping costs. Solutions: free shipping above a threshold (show how much is left), include shipping in product prices, offer free in-store pickup.
3. Loading Speed
A slow e-shop demonstrably loses sales – some customers leave before the page even renders. Studies differ on the exact percentages, but the direction is always the same: every extra second costs orders. Details in Website Speed and SEO.
4. Product Pages That Sell
Most product pages have a name, price, and supplier-copied description. That's not enough. Write unique descriptions, add 3–5 photos, show reviews, display availability clearly, and add cross-sell sections.
5. Trust Elements
Customers who don't know you need a reason to trust you – reviews, security certificates, visible contact details, guarantees, and numbers like "5,000+ satisfied customers."
6. Mobile UX
70% of visitors come from mobile. Check that buttons are large enough (min 44×44 px), forms have correct keyboards, cart is one tap away, and images adapt to screen width.
Seven out of ten visitors arrive on a phone – an e-shop tuned only on desktop is tuned for the minority. Walk through the points above directly on a mobile device: button sizes, correct form keyboards, and one-tap cart access only show up there.
7. Search That Works
Customers who use on-site search convert 2–3× better. Ensure typo tolerance, autocomplete with product images, sensible filters, and helpful "no results" pages.
8. Abandoned Cart Emails
Cart emails have the highest open rates of any automated campaign and realistically win back single-digit percentages of abandoned carts – which, at an average order value, still makes them one of the most profitable automations an e-shop has. Set up automatic emails at 1 hour, 24 hours, and optionally 48 hours with a discount offer.
9. Payment Methods
More payment methods = fewer customers leaving. In Czech Republic 2026: card online, Apple/Google Pay, bank transfer, cash on delivery, and installment plans for expensive items.
10. A/B Testing
Don't guess what works. Test. Two CTA button versions, two product page layouts, different trust element placements. Even small changes can bring measurable differences.
Recoloring a button, rewriting the copy, and hoping is not how conversion optimization works. Without an A/B test you can't tell whether a change helped, hurt, or did nothing. Always run two versions against each other and decide from the data: even a small change can bring a measurable difference, but only measurement will prove it.
How to Start
You don't need to implement all 10 at once. Start with what costs least effort and brings the biggest effect:
- Simplify checkout
- Add trust elements
- Set up abandoned cart emails
These three can be done in a week with immediate results.
Once your conversions are under control, it pays to drive in more quality traffic – where to advertise more cost-effectively, I compare in my article Google Ads vs Sklik.
Need help optimizing your e-shop? Get in touch – I'll look at specific numbers and suggest where to start. I offer SEO optimization, e-shop redesigns, and complete Shoptet and Shopify e-shop development.