Industry
Retail & E-Commerce
Low conversion is not an advertising problem. It sits in the site.
Most shops buy reach for a site that does not sell. In the model, paid reach moves conversion by fractions of a point - site, tech and repeat business by multiples. Here are the numbers, the levers, and what we build for it.
Calculator
How many visitors actually buy · Conversion rate
Same numbers, your business: pull the levers and watch what moves.
Conversion rate
Margin / contribution
Hebel
Simplified calculation: only the leverage effect of the four levers. Cost of goods, logistics, returns and storage are not included - the figure shows what the screws turn, not the full contribution margin.
Conversion rate
Margin / contribution
Simplified calculation: only the leverage effect of the four levers. Cost of goods, logistics, returns and storage are not included - the figure shows what the screws turn, not the full contribution margin.
Where the margin goes
Share of visitors who become buyers - the central lever of every shop. Every extra point works on every euro of reach you already pay for.
The foundations decide before the advertising starts.
A shop without clean foundations converts at around 1.5 %. Site, speed, checkout and tech lift that in the model by +2 pp - more than any campaign. Whoever buys reach first pays the problem twice: once for the ad, once for the bounce.
Source: Elogic eCommerce Benchmarks 2026; Littledata Conversion Data
Repeat business is the margin you do not have to buy again.
Repeat revenue lifts margin in the model by +12 pp - because the second purchase costs no acquisition. That takes no discount war, but your own customer data and a reason to come back.
Source: Bain & Company Retention Economics; SimplicityDX Acquisition Cost Data
Paid reach is rented. You never own it.
Paid reach moves conversion and margin in the model only within the noise - the lift is barely measurable and stops when the budget stops. It is the last lever, not the first.
Source: Measured Incrementality Study; Attribution & ROAS Benchmarks 2026
The numbers behind it
- 1.5 %
- Conversion rate without foundations (base)Source: Elogic eCommerce Benchmarks 2026; Littledata Conversion Data
- +2 pp
- Conversion lift from site and techSource: Elogic eCommerce Benchmarks 2026; Littledata Conversion Data
- +12 pp
- Margin from repeat revenueSource: Bain & Company Retention Economics; SimplicityDX Acquisition Cost Data
- ±0.05 pp
- Conversion effect of paid reach in the model - noiseSource: Measured Incrementality Study; Attribution & ROAS Benchmarks 2026
What we build for it
Conversion optimisation on the site itself, tracking with Consent Mode v2 so Google Ads can learn at all, a CRM for the second purchase - and retargeting only once the site carries. Order is the lever here.
Common questions
Why do visitors not buy although the traffic is fine?
Because the site does not sell. 1.5 % conversion is typical for a shop without foundations; speed, trust, checkout and tech lift that by +2 pp. More traffic onto the same site changes nothing.When is conversion optimisation worth it?
As soon as you pay for reach. Every point of conversion works on every euro you already spend - the only lever that acts retroactively on your existing budget.How do I grow the share of repeat customers?
With your own data and a reason: who bought what, when they reorder, what fits. Repeat business lifts margin in the model by +12 pp because acquisition drops away. That is CRM work, not a discount campaign.Do I need Google Shopping or Meta ads?
Only once the foundations stand. Advertising onto a site that does not convert is rented reach without return. We run ads when the number behind them holds - and measure the lift instead of believing it.
Next step
Where do you stand?
The analyzer shows in a minute whether your shop has tracking with Consent Mode, how fast it loads on mobile and whether machines can read it. What counts first, we think through together.