How to Calculate Conversion Rate in PrestaShop

7 minute read

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If you're running an eCommerce store on PrestaShop, one of the crucial metrics you need to keep track of is your conversion rate. Understanding your conversion rate can help you identify areas for improvement and make data-driven decisions to grow your business. In this article, we'll cover everything you need to know about calculating conversion rate in PrestaShop, including what it is, why it's important, and practical tips for improving it.

Understanding Conversion Rate in eCommerce

Before we dive into the specifics of calculating conversion rate in PrestaShop, let's take a moment to define what it is and why it matters. Simply put, conversion rate is the percentage of visitors to your website who complete a desired action, such as making a purchase or filling out a contact form. In the context of eCommerce, conversion rate typically refers to the percentage of website visitors who make a purchase.

What is Conversion Rate?

Conversion rate is a key metric for any eCommerce store, as it provides valuable insight into how effective your website is at turning visitors into customers. A high conversion rate means that a large percentage of visitors are making a purchase, indicating that your website design, product offerings, and marketing efforts are all working together effectively.

Conversion rate is not just about making sales, it's also about building relationships with your customers. By providing a great shopping experience and making it easy for customers to complete their purchases, you can build trust and loyalty with your customers. This can lead to repeat business and positive word-of-mouth marketing, which can help you grow your business over time.

Another important aspect of conversion rate is that it can help you identify areas where your website and marketing efforts could be improved. By analyzing your conversion rate data, you can see which pages on your website are performing well and which ones are not. This can help you make data-driven decisions to optimize your website and marketing efforts, which can ultimately lead to increased sales and revenue.

Why is Conversion Rate Important?

Tracking your conversion rate is essential for optimizing your eCommerce store and growing your business. By keeping a close eye on your conversion rate, you can identify areas where your website and marketing efforts could be improved, and make data-driven decisions to increase your sales. Additionally, a high conversion rate can help you build customer trust and loyalty, as it indicates that your store is trustworthy and provides a great shopping experience.

One way to improve your conversion rate is by providing excellent customer service. This means responding to customer inquiries promptly and professionally, and providing clear and concise information about your products and services. By providing great customer service, you can build trust and credibility with your customers, which can lead to increased sales and repeat business.

Another way to improve your conversion rate is by optimizing your website for mobile devices. With more and more people using their smartphones and tablets to shop online, it's essential that your website is easy to navigate and use on mobile devices. By optimizing your website for mobile, you can provide a seamless shopping experience for your customers, which can lead to increased sales and customer loyalty.

In conclusion, conversion rate is a critical metric for any eCommerce store. By tracking your conversion rate and making data-driven decisions to optimize your website and marketing efforts, you can increase your sales, build customer trust and loyalty, and grow your business over time.

Getting Started with PrestaShop

Setting Up Your PrestaShop Store

Before you can start tracking conversion rates, you'll need to set up your store on PrestaShop. This process involves choosing a theme, configuring payment and shipping options, adding products, and customizing your store's design and layout. PrestaShop offers a user-friendly interface, making it easy for even non-technical users to set up their store and start selling online.

Navigating the PrestaShop Dashboard

Once you've set up your store, you can access the PrestaShop dashboard to view your store's overall performance, track sales, and manage orders and products. The dashboard provides a wealth of data and analytics to help you make informed decisions about your store and marketing efforts.

Configuring Google Analytics in PrestaShop

Creating a Google Analytics Account

Google Analytics is a powerful tool for tracking website performance and customer behavior. To use Google Analytics with your PrestaShop store, you'll need to create a Google Analytics account if you don't already have one. This process is straightforward and only takes a few minutes.

Integrating Google Analytics with PrestaShop

After creating your Google Analytics account, you'll need to integrate it with your PrestaShop store. This involves adding a code snippet to your store's header file, which will allow Google Analytics to track user behavior and generate valuable data and insights.

Setting Up eCommerce Tracking in Google Analytics

To track conversion rates specifically, you'll also need to configure eCommerce tracking in Google Analytics. This involves enabling eCommerce tracking and adding a few additional snippets of code to your store's header and footer files. Once eCommerce tracking is set up, you'll be able to see valuable data about your store's sales, conversion rates, and customer behavior.

Calculating Conversion Rate in PrestaShop

Identifying Key Metrics

Before you can calculate your store's conversion rate, you'll need to identify the key metrics you want to measure. These might include website traffic, number of orders, average order value, and total revenue. By tracking these metrics over time, you can get a clearer picture of your store's performance and identify areas for improvement.

Analyzing Conversion Rate Data

To calculate your store's conversion rate, you'll need to use data from both PrestaShop and Google Analytics. You can use Google Analytics to track the number of visitors to your site and the number of completed purchases, while PrestaShop can provide additional data such as average order value and total revenue. By analyzing this data and calculating your conversion rate on a regular basis, you can make informed decisions about your marketing and sales strategies, and make changes to improve your overall conversion rate.

Interpreting Conversion Rate Results

Interpreting your conversion rate results can be tricky, as there are many factors that can influence this metric. A low conversion rate might indicate issues with your website design, product offerings, or marketing strategies, while a high conversion rate might indicate that your store is performing well but could still benefit from optimization and experimentation. Ultimately, the key to interpreting conversion rate results is to keep an open mind and be willing to make changes to optimize your store's performance.

Tips for Improving Conversion Rate in PrestaShop

Optimizing Product Pages

Your product pages play a crucial role in converting visitors into customers, which is why it's essential to optimize them for maximum effectiveness. Make sure that your product pages are visually appealing, provide detailed information about the product, and contain clear calls to action that encourage users to make a purchase.

Enhancing User Experience

User experience (UX) is a key factor in conversion rate, as users are more likely to make a purchase if they have a positive experience on your website. Some tips for enhancing UX include improving site speed, simplifying navigation, and providing clear and concise product descriptions.

Implementing Effective Marketing Strategies

Last but not least, effective marketing strategies are essential for increasing your store's conversion rate. This might include tactics such as email marketing, social media advertising, or optimizing your website for search engines. By experimenting with different marketing strategies and tracking your conversion rate over time, you can find the most effective ways to attract and convert new customers.


Calculating conversion rate in PrestaShop is essential for growing your eCommerce store and making data-driven decisions. By understanding what conversion rate is, why it's important, and how to track it effectively, you can optimize your store's performance and increase sales. Use the tips and strategies outlined in this article to improve your conversion rate and take your PrestaShop store to the next level.

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