QUICK SUMMARY: The ecommerce conversion rate is a crucial metric for websites as it directly impacts the success and profitability of the business. Ecommerce websites should also strike a balance between usability and creativity.

by Denis Avramenko Founder & Art Director of Adencys denis@adencys.com

What is a conversion?

A conversion in the context of ecommerce refers to a specific action taken by a website visitor that fulfills a desired goal or objective. This could include making a purchase, signing up for a newsletter, submitting a contact form, or any other action that aligns with the website’s objectives. Essentially, a conversion signifies a successful outcome, indicating that a visitor has moved from being a mere spectator to an engaged customer.

How to calculate the conversion rate?

The conversion rate is a metric used to measure the effectiveness of an ecommerce website.  For example, if a website receives 5000 visitors in a month and generates 100 sales, the conversion rate would be 2% (100/5000 * 100).

Why is conversion rate important in Ecommerce Websites?

A high conversion rate indicates that the website is effectively persuading visitors to take desired actions, resulting in increased sales and revenue. On the other hand, a low conversion rate suggests that the website might have usability issues, ineffective marketing strategies, or a misalignment between visitor expectations and the website’s offerings.

How to improve the conversion rate?

Improving the conversion rate is a constant goal for ecommerce businesses. There are several strategies that can be implemented to enhance the conversion rate. One approach is to optimize the website’s user experience by ensuring easy navigation, clear call-to-action buttons, streamlined checkout processes, and responsive design across devices. Additionally, implementing persuasive and compelling product descriptions, high-quality images, customer reviews, and trust indicators can instill confidence in visitors and encourage them to convert. A/B testing can also be employed to test different elements and identify what resonates best with the target audience.

Balance between conversions and creativity

While it is crucial to focus on improving the conversion rate, ecommerce websites should also strike a balance between usability and creativity. It is important to stand out in a competitive market and create a unique brand identity. While optimizing for conversions, businesses should ensure that their website design, branding, and messaging align with their target audience and overall brand image.  Animations and micro-interactions play an important role in ecommerce websites by directing users’ attention to important sections and maintaining engagement during the purchasing process. On priority pages such as product pages, categories, and checkout, the use of effects should be subtle and nuanced to avoid distracting users from completing their purchases.


By focusing on optimizing the user experience, implementing persuasive techniques, and maintaining a balance between conversions and creativity, businesses can improve their conversion rates and achieve greater success in the ecommerce landscape. Regular monitoring and analysis of the conversion rate, along with continuous experimentation and improvement, will ensure ongoing success in the ever-evolving world of ecommerce.

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