Stage 6 of 12: Conversion. How to Turn a Yes into an Order

Conversion is the purchase, booking or sign-up. Your customer has said yes, and your job is to keep the process smooth. This guide covers stage 6 of our 12-stage customer journey.

What your customer is thinking at the Conversion stage

“I want to finish this without any trouble.”

Your goal at this stage

Turn a yes into a completed order, with a confirmation that makes the customer feel they chose well.

What to do

• Keep checkout short, and offer payment methods people recognise.
• Show security and refund details at the point of payment.
• Send an instant confirmation that says what happens next and when.
• Offer a deposit or staged payment where the price is high.
• Test the full journey on a phone every month.

Common mistakes

• Forcing account creation before payment.
• Surprise delivery or VAT costs at the end.
• Sending no confirmation, which leaves customers wondering whether it worked.

How to measure it

• Conversion rate (CVR): the share of visitors or clicks that become customers.
• Cart or checkout abandonment rate.
• Average order value.
• Cost per order.

Conversion rate matters most at this point. Read our guide to CVR and how it works with click-through rate.

How Grow Better Digital helps

We set up online shops with simple checkouts, familiar payment methods and clear confirmations, so more yeses turn into orders.

Where this fits in the journey

Previous: stage 5, Decision. Next: stage 7, Repeat. You can also see all twelve stages together in the full customer journey guide.