Your conversion rate will tell you how many visitors are taking a certain action - it could be completing a purchase (obviously, the ultimate goal) but could also include completely a contact form, signing up for a newsletter, etc. You can measure this by setting up goals within your analytics program. This will give you valuable statistics and metrics which you can use to measure against and help improve your business.
You need to optimize the functionality of the cart. The more clicks you make a visitor perform in order to get to the end result, the more likely they are to leave without doing anything. "Abandoning the process" is a big problem in Ecommerce.
Below are ways you can optimize and improve the cart and shopping experience for the customer:
Simplify the login / registration page
Rephrase blocks of text to make the user think less
Remove unnecessary information at sign up (DOB, Phone, etc)
Reduce the amount of clicks necessary to signup, increase white space and create a better flow to the process
Remove the create an account success screen
Just adds another click. After signup, take the user directly to the next screen they were expecting to visit Read Full Story
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