Abstract
The article examines the main approaches and tools for increasing the conversion of online stores in the context of the development of the digital economy and the spread of e-commerce. It is emphasized that conversion is one of the key indicators of the effectiveness of an online platform, as it reflects the ability of a website to turn visitors into real buyers or encourage them to perform targeted actions, such as registration or submitting an application. The study identifies the main factors that influence the conversion rate of online stores. These include page loading speed, ease of navigation, logical website structure, mobile adaptability, quality of UX/UI design, clarity of product descriptions, visual content, payment and delivery terms, as well as the simplicity of the checkout process. A comfortable user environment reduces bounces, increases the time spent on the site and improves behavioral indicators. Modern methods of conversion optimization are considered, including A/B testing, web analytics, heat maps, behavioral data analysis, AI recommendation systems and automation of trigger scenarios for interaction with customers. It is established that analytical platforms allow businesses to evaluate the conversion rate, average order value, cart abandonment rate, repeat purchases and other key indicators of an online store. Attention is paid to personalized approaches based on customer segmentation, analysis of purchase history, browsing behavior and individual preferences. Personalized offers, product recommendations, reminder emails, discounts and loyalty programs contribute to stronger customer engagement and encourage repeat purchases. It is determined that CRM and ERP solutions contribute to the automation of business processes, improvement of service quality, optimization of communication with customers and strengthening of competitiveness in the digital environment. The article concludes that a comprehensive combination of marketing, analytical and technological tools ensures higher e-commerce efficiency, growth of online sales, customer loyalty and competitive advantages for online stores in the digital market.