How to Reduce Shopping Cart Abandonment Rates sets the stage for this enthralling narrative, offering readers a glimpse into a story that is rich in detail and brimming with originality from the outset. In the competitive realm of e-commerce, shopping cart abandonment presents a formidable challenge, with a staggering percentage of potential sales lost at the final stage of the purchasing process.
Understanding the reasons behind this phenomenon and implementing effective strategies to enhance the checkout experience can significantly contribute to boosting conversion rates and overall business success.
As we delve into the intricacies of shopping cart abandonment, we will explore key statistics, highlight common reasons for abandonment, and Artikel actionable strategies that can transform the online shopping experience. By focusing on user experience, trust signals, and effective communication methods like cart abandonment emails, businesses can foster greater customer loyalty and reduce the likelihood of cart abandonment.
Understanding Shopping Cart Abandonment
Shopping cart abandonment is a significant challenge faced by e-commerce businesses, reflecting the phenomenon where consumers add products to their virtual shopping carts but leave the site without completing the purchase. This trend has notable implications for online retailers, as it directly affects revenue and conversion rates. Understanding this behavior is crucial for developing effective strategies to mitigate abandonment and enhance the customer experience.According to recent studies, shopping cart abandonment rates can vary significantly across different industries, with averages hovering around 70%.
For instance, the fashion industry experiences an abandonment rate of approximately 75%, while travel and tourism sees rates of about 81%. These statistics highlight the prevalence of this issue and the necessity for retailers to address the underlying causes to improve sales outcomes.
Common Reasons for Shopping Cart Abandonment
Several factors contribute to shopping cart abandonment, and understanding these reasons can assist retailers in formulating effective interventions. The following points Artikel some of the most common reasons customers abandon their carts:
- High Shipping Costs: Unexpected shipping fees can deter customers, leading them to abandon their carts in search of better options.
- Complicated Checkout Process: A lengthy or confusing checkout can frustrate customers, prompting them to leave the site.
- Account Creation Requirements: Forcing customers to create an account before completing a purchase can lead to abandonment, as many prefer a guest checkout option.
- Lack of Payment Options: Limited payment methods can result in customers abandoning their carts if their preferred payment option is unavailable.
- Website Errors or Crashes: Technical issues during the checkout process can cause significant frustration, leading to immediate cart abandonment.
Understanding these reasons is essential for e-commerce businesses to implement effective strategies to reduce shopping cart abandonment. By addressing customer concerns and enhancing the overall shopping experience, retailers can foster customer loyalty and improve conversion rates.
Key Strategies to Reduce Abandonment Rates
Shopping cart abandonment is a pressing challenge for e-commerce businesses, resulting in lost revenue and frustrated potential customers. To effectively tackle this issue, online retailers can implement several key strategies designed to enhance the shopping experience and foster customer trust. By understanding and applying these strategies, businesses can significantly reduce abandonment rates and improve overall conversion rates.
One effective approach is to optimize the checkout process, making it as seamless and user-friendly as possible. A streamlined checkout experience can help alleviate common frustrations that lead to abandonment. Below are some essential strategies for optimizing the checkout process:
Checkout Process Optimization Techniques
The following techniques can significantly enhance the user experience during checkout, ultimately reducing cart abandonment rates:
| Strategy | Description | Benefits |
|---|---|---|
| Guest Checkout Option | Allowing customers to make purchases without creating an account. | Reduces friction and encourages quick purchases. |
| Simplified Form Fields | Minimizing the number of fields required for checkout. | Streamlines the process and reduces user fatigue. |
| Progress Indicators | Displaying a visual indicator of the checkout steps. | Helps customers understand their progress and reduces anxiety. |
| Multiple Payment Options | Offering various payment methods (credit cards, PayPal, etc.). | Caters to different customer preferences and increases purchase likelihood. |
| Transparent Pricing | Clearly showing all costs, including shipping and taxes, upfront. | Builds trust and prevents surprises that lead to abandonment. |
| Mobile Optimization | Ensuring the checkout process is fully functional on mobile devices. | Accommodates the growing number of mobile shoppers and enhances accessibility. |
By implementing these strategies, e-commerce businesses can create a more engaging and efficient checkout process, thus minimizing shopping cart abandonment rates. Each of these techniques addresses specific pain points that customers commonly encounter, promoting a smoother path from cart to completion.
Importance of User Experience in Checkout
The checkout process is a critical phase in the online shopping journey, where customers finalize their purchases. A seamless and intuitive user experience during this phase can significantly influence shopping cart abandonment rates. When customers encounter obstacles or frustrations, they are more likely to abandon their carts, ultimately affecting sales and customer retention.User experience (UX) encompasses the overall feel a user has when interacting with a website.
In the context of checkout, several elements can enhance this experience, thereby reducing the likelihood of abandonment. Factors such as page load speed, visual clarity, and straightforward navigation are pivotal in ensuring a smooth checkout process. For instance, a lengthy form filled with unnecessary fields can deter customers, while a clean design with clear instructions can foster confidence and encourage completion of the purchase.
Elements Contributing to a Positive Checkout Experience
Creating an effective checkout experience involves several key components that contribute to usability and customer satisfaction. Below is a checklist of elements that can be integrated into the online checkout process to improve usability:
- Single-page checkout: Allow customers to complete their purchase on a single page to minimize steps and reduce complexity.
- Progress indicators: Display a clear progression of steps in the checkout process to inform users of their current stage and remaining steps.
- Guest checkout option: Enable users to make purchases without having to create an account, streamlining the process for first-time buyers.
- Clear call-to-action buttons: Use prominent and descriptive buttons, such as “Complete Purchase” or “Proceed to Payment,” to guide users effectively.
- Mobile optimization: Ensure checkout pages are fully responsive and user-friendly on mobile devices, as a significant amount of shopping is conducted via smartphones.
- Trust signals: Incorporate security badges, customer reviews, and money-back guarantees to reassure users about the safety of their transactions.
Improving the usability of the online checkout page can lead to enhanced user satisfaction and increased conversion rates. Following these guidelines will facilitate a more streamlined experience for customers, encouraging them to complete their purchases rather than abandon their carts.
“A seamless checkout experience can increase conversion rates by up to 35%, highlighting the significance of user experience in reducing cart abandonment.”
Role of Trust Signals in E-commerce
In the competitive landscape of e-commerce, trust signals play a crucial role in influencing consumer behavior and reducing shopping cart abandonment rates. These signals provide reassurance to shoppers about the safety and reliability of their online transactions. When customers perceive an online store as trustworthy, they are more likely to complete their purchases, leading to increased conversion rates.Trust signals are elements that indicate credibility and security on an e-commerce site.
Their presence can significantly reduce the hesitation customers might feel while entering sensitive information or making a financial commitment. By integrating effective trust signals, businesses can foster a sense of security, ultimately enhancing customer satisfaction and loyalty.
Types of Trust Signals in E-commerce
Various types of trust signals can be implemented on e-commerce websites to build consumer confidence. These signals are essential in reassuring potential buyers about the legitimacy and safety of their online shopping experience. A well-structured approach to displaying trust signals can create a positive impression and encourage purchase completion.
- Security Badges: Showcasing recognized security certifications, such as SSL certificates, can indicate that customer data is protected during transactions.
- Customer Reviews and Ratings: Displaying positive feedback from previous customers contributes to credibility and assures potential buyers about product quality.
- Return and Refund Policies: Clearly stated return and refund policies can alleviate fears regarding order satisfaction and provide customers with peace of mind.
- Contact Information: Providing accessible customer service contact details fosters transparency and assures customers they can seek help when needed.
- Social Proof: Demonstrating how many customers have purchased a product can encourage others to follow suit, leveraging the psychological principle of herd behavior.
Effective Trust-Building Strategies
Implementing effective strategies to build trust can enhance customer confidence and reduce cart abandonment significantly. The following strategies focus on creating a trustworthy online shopping environment that resonates with customers.
- Utilize High-Quality Images: Presenting clear and professional images of products can enhance credibility and provide potential buyers with a better sense of what they are purchasing.
- Showcase Testimonials: Highlighting authentic testimonials from satisfied customers can serve as powerful endorsements, reinforcing trust in the business.
- Implement Live Chat Support: Offering real-time assistance through live chat can address customer concerns instantly, fostering a supportive shopping experience.
- Optimize Website Design: A professionally designed website with user-friendly navigation enhances credibility and encourages customers to explore products with confidence.
- Transparency in Pricing: Clearly displaying prices without hidden fees promotes honesty, which is vital for building trust with customers.
“Trust is the foundation of any successful e-commerce relationship; without it, sales and customer loyalty are likely to diminish.”
Effective Use of Cart Abandonment Emails
Cart abandonment emails serve as a critical component in recovering lost sales and enhancing customer engagement. These emails target customers who have placed items in their shopping carts but failed to complete the checkout process, reminding them of their intended purchases. By strategically leveraging cart abandonment emails, e-commerce businesses can effectively reclaim potential revenue and foster brand loyalty.The effectiveness of cart abandonment emails lies in their ability to reconnect with customers at a crucial decision-making point.
Research shows that around 70% of online shopping carts are abandoned, highlighting a significant opportunity for businesses to re-engage customers and recover lost sales. A well-crafted email can trigger a customer’s memory and encourage them to complete their purchase, thereby increasing conversion rates.
Template for Cart Abandonment Email Sequence
An effective cart abandonment email sequence typically includes a series of emails designed to prompt the customer to return to their cart. The following template Artikels a three-step approach for such a sequence:
First Reminder Email (Within 1 Hour)
Subject Line
“Did you forget something?”
Body
A friendly reminder that items are still in the cart, with a direct link back to their cart.
Second Reminder Email (24 Hours Later)
Subject Line
“Your items are waiting for you!”
Body
Highlight the benefits of the products left in the cart, possibly including reviews or testimonials to reinforce value.
Final Reminder Email (72 Hours Later)
Subject Line
“Last chance to claim your items!”
Body
A sense of urgency is created, possibly including a limited-time discount or free shipping offer to incentivize the purchase.Each email should include a clear call-to-action (CTA) button directing customers back to their cart, ensuring that re-engagement is as seamless as possible.
Best Practices for Writing Compelling Abandonment Emails
Writing effective cart abandonment emails requires a thoughtful approach to both content and design. Implementing best practices can significantly enhance their effectiveness. The following practices should be considered:To maximize the impact of cart abandonment emails, it is essential to incorporate these best practices:
Personalization
Utilize the customer’s name and reference specific items left in the cart to create a tailored experience.
Clear and Compelling Subject Lines
Engage customers from their inbox with eye-catching subject lines that evoke curiosity and prompt opening.
Include High-Quality Images
Visually appealing images of the abandoned products can rekindle the customer’s interest and remind them of their benefits.
Incorporate Trust Signals
Including customer reviews, ratings, or security assurances reinforces trust and encourages the completion of the purchase.
Create Urgency
Phrases like “Limited Stock Available” or “Offer Expires Soon” can encourage customers to act promptly.
Optimize for Mobile Devices
Ensure emails are mobile-friendly, as many customers access their emails via smartphones.
Test Subject Lines and Send Times
A/B testing different subject lines and optimizing send times can help determine the most effective strategies for your audience.Implementing these best practices can significantly increase engagement rates and ultimately lead to higher conversions from cart abandonment emails.
Analyzing Checkout Process Data
Understanding the intricacies of your checkout process is essential for enhancing user experience and reducing shopping cart abandonment rates. Data analysis allows you to pinpoint weaknesses in your checkout flow and identify opportunities for improvement. By employing analytical tools, e-commerce businesses can derive meaningful insights from user behavior during the checkout phase, which can lead to more informed decision-making.One effective way to analyze checkout process data is by tracking key metrics that reveal how users interact with your checkout system.
These metrics help businesses understand not only where customers abandon their carts but also the potential reasons behind these actions.
Key Metrics for Tracking Shopping Cart Abandonment
Monitoring specific metrics can provide a comprehensive view of shopping cart abandonment rates. The following metrics should be considered:
- Abandonment Rate: The percentage of shoppers who add items to their cart but do not complete the purchase. A high abandonment rate often indicates issues in the checkout process.
- Time to Checkout: The average time taken for a customer to complete their purchase. Lengthy checkout times may correlate with higher abandonment rates.
- Drop-off Rates at Each Checkout Step: Tracking where in the checkout process customers are leaving can help identify specific stages that require optimization.
- Conversion Rate: The ratio of completed purchases to the total number of carts created. A low conversion rate signals potential problems in the checkout experience.
- Average Order Value: This metric can help analyze how different checkout experiences impact the value of purchases made by customers.
Employing analytics tools—such as Google Analytics, Hotjar, or Mixpanel—can assist in gathering and interpreting this data effectively. These platforms enable businesses to segment their audience, observe user behavior, and derive actionable insights.
Methods for Using Analytics Tools
To leverage analytics tools effectively for analyzing checkout data, consider the following methods:
- Heatmaps: Utilize heatmaps to visualize where users click and scroll during the checkout process, providing insights into the most engaging and confusing areas.
- Funnel Analysis: Set up conversion funnels in analytics tools to track user progress through each checkout step, identifying crucial drop-off points.
- User Session Recordings: Review recordings of user sessions to understand behavior patterns, such as hesitations or errors during checkout.
- Surveys and Feedback Mechanisms: Implement post-abandonment surveys to gather direct feedback from users about their reasons for not completing a purchase.
By meticulously analyzing checkout process data and focusing on these key metrics, e-commerce businesses can make data-driven improvements to enhance the user experience, ultimately reducing cart abandonment rates and boosting conversion rates significantly.
A/B Testing for Optimization
A/B testing is a crucial method for e-commerce businesses aiming to reduce shopping cart abandonment rates. By systematically comparing two or more variations of a checkout process, companies can identify which elements resonate more effectively with customers. This data-driven approach allows businesses to make informed decisions that enhance user experience and ultimately lead to increased conversions.The significance of A/B testing lies in its ability to provide insights into customer behavior and preferences.
By analyzing the performance of different design elements, businesses can pinpoint what works best in their checkout processes. This not only helps in reducing abandonment rates but also contributes to building a more efficient and user-friendly shopping experience.
Elements to Test During the Checkout Process
Identifying the right elements to test during the checkout process is essential for optimizing user experience. The following points highlight key areas that can be evaluated through A/B testing:
- Call-to-Action (CTA) Buttons: Experiment with different wording, colors, and sizes of CTA buttons to determine which variations yield higher click-through rates.
- Checkout Page Layout: Test different arrangements of checkout fields, including the sequence and grouping of information requested, to find the most intuitive layout.
- Shipping Options Display: Vary the presentation of shipping options, such as displaying estimated delivery dates or costs upfront, to see how it affects user decisions.
- Payment Method Variety: Assess the impact of offering different payment methods, including digital wallets versus traditional credit card options, on the completion rate.
- Trust Signals: Experiment with the placement and visibility of trust signals, such as security badges or customer reviews, to measure their impact on user confidence.
Conducting A/B tests requires a structured plan to ensure reliable results. A well-defined testing strategy includes the following steps:
1. Define Objectives
Clearly Artikel the goals of the A/B test, such as reducing abandonment rates or increasing the completion rate of the checkout process.
2. Choose Variations
Select specific elements or features to test. Ensure that variations are distinct enough to provide meaningful data.
3. Segment Audience
Identify target user groups for the test, ensuring that both control and variation groups are comparable.
4. Implement Testing Tools
Utilize A/B testing software to facilitate the testing process, allowing for easy tracking of user interactions and conversion metrics.
5. Collect Data
Monitor user behavior and gather data on key performance indicators (KPIs) relevant to the checkout experience.
6. Analyze Results
After a predetermined testing period, analyze the data to determine which version performed better concerning the defined objectives.
7. Iterate and Optimize
Use the insights gained from the A/B tests to implement the preferred variation and continue testing other elements for ongoing optimization.By following this structured approach, e-commerce businesses can leverage A/B testing to refine their checkout processes, thereby reducing shopping cart abandonment and enhancing overall user satisfaction.
Mobile Optimization Strategies
In today’s digital landscape, a significant portion of online shopping occurs via mobile devices. As such, optimizing the mobile shopping experience is crucial for reducing shopping cart abandonment rates. A seamless mobile experience can lead to higher conversion rates and foster customer loyalty, which are essential for the overall health of an e-commerce business.Mobile optimization is vital for several reasons.
Firstly, mobile users expect swift and efficient experiences; slow load times or cumbersome navigation can frustrate potential buyers. Secondly, the layout and design of a mobile site must cater to smaller screens, ensuring that users can easily access product information and complete their purchases without unnecessary obstacles.
Common Mobile-Specific Issues Leading to Cart Abandonment
Identifying the issues that specifically affect mobile users can help businesses tailor their strategies effectively. Below are prevalent challenges that can contribute to cart abandonment on mobile:
- Slow Loading Times: Mobile pages that take longer than three seconds to load can lead to high abandonment rates, as users are less patient on mobile devices.
- Poor Navigation: If a website is not designed with mobile users in mind, finding products or navigating through the checkout process can become cumbersome.
- Complicated Checkout Processes: Lengthy forms and multiple steps can deter users from completing their purchases on mobile devices.
- Inadequate Screen Size Adjustments: Websites that are not responsive or optimized for various screen sizes can lead to improper display of products and checkout options.
- Unclear Call-to-Action Buttons: If buttons are too small or not easily identifiable, users may struggle to complete their purchases.
The resolution of these challenges requires a dedicated strategy to enhance the mobile checkout experience.
Strategies for Enhancing Mobile Checkout Experiences
Optimizing mobile checkout experiences involves several key strategies that target the unique needs of mobile shoppers. The following approaches can significantly improve the mobile shopping experience, leading to reduced abandonment rates:
- Simplify the Checkout Process: Minimize the number of steps required to complete a purchase. Use features like guest checkout, autofill for address fields, and one-click payment options to streamline the experience.
- Implement Responsive Design: Ensure that your website is fully responsive, adapting seamlessly to any screen size. This will provide a consistent and user-friendly experience across all devices.
- Optimize Load Speed: Utilize techniques such as image optimization, browser caching, and content delivery networks (CDNs) to enhance page loading times.
- Enhance User Interface (UI): Design larger, easily clickable buttons and ensure that all essential information is visible without excessive scrolling. Implement a clean and straightforward layout.
- Integrate Trust Signals: Display security badges, customer reviews, and clear return policies during checkout to build trust and reassure customers about their purchase.
By effectively addressing mobile-specific challenges and implementing targeted strategies, e-commerce businesses can create a more user-friendly mobile environment, ultimately minimizing shopping cart abandonment rates and fostering higher conversion rates.
Leveraging Customer Feedback
Gathering and analyzing customer feedback is essential for understanding the customer journey, particularly during the checkout process. Feedback provides invaluable insights into potential pain points and areas for improvement that can lead to reducing shopping cart abandonment rates. By actively seeking out customer opinions, businesses can make informed decisions that enhance the overall shopping experience.Collecting feedback can take various forms, including surveys, direct interviews, and monitoring user interactions on the website.
Employing effective methods for gathering this feedback is critical in understanding customer behavior and preferences. Once collected, the feedback should be analyzed to identify trends and common issues that lead to abandonment.
Methods for Implementing Feedback
It’s important to translate customer feedback into actionable strategies. The following methods can help in effectively implementing feedback to improve the checkout experience:
- Feedback Surveys: Utilize post-checkout surveys to gather insights directly from customers regarding their experiences. Ensure questions are clear and focused on specific aspects of the checkout process.
- User Testing: Conduct user testing sessions to observe real customers as they navigate the checkout process, enabling the identification of friction points.
- Analytics Tools: Use web analytics tools to track customer behavior on the checkout page. Metrics such as time spent on each step can indicate where customers may be facing difficulties.
- Social Listening: Monitor social media and online reviews to gather unfiltered customer opinions about the checkout experience.
Understanding the specific needs and concerns of customers can pave the way for targeted improvements. In order to gather relevant information, businesses should consider asking the following questions to customers about their checkout experience:
- What did you find most confusing during the checkout process?
- Were there any steps in the checkout that you felt were unnecessary or time-consuming?
- Did you encounter any technical issues while completing your purchase?
- How did you feel about the payment options available during checkout?
- Was there anything that almost caused you to abandon your cart?
By incorporating customer feedback into the design and functionality of the checkout process, e-commerce businesses can create a more user-friendly environment that significantly reduces cart abandonment rates. This ongoing dialogue with customers not only enhances their experience but also fosters loyalty and trust in the brand.
Future Trends in E-commerce Checkout
As e-commerce continues to grow and evolve, the checkout process is becoming increasingly important in determining customer satisfaction and retention. Understanding future trends in e-commerce checkout can provide insights into how retailers can adapt their strategies to minimize shopping cart abandonment rates. With technological advancements and changing consumer expectations, it is essential for businesses to stay ahead of the curve to enhance the checkout experience.The checkout process is poised for significant changes driven by emerging trends in technology and consumer behavior.
Retailers are leveraging innovations to streamline and personalize the checkout experience. By adopting these advancements, e-commerce businesses can effectively reduce cart abandonment rates and improve overall conversion rates.
Emerging Trends Impacting Shopping Cart Abandonment
Several trends are anticipated to shape the e-commerce checkout landscape in the coming years. These trends are crucial in understanding how to effectively address cart abandonment issues:
- One-Click Checkout Solutions: Simplifying the checkout process through one-click options can significantly reduce friction and speed up transactions. Companies like Amazon have popularized this feature, allowing customers to complete purchases with minimal effort.
- Augmented Reality (AR) in Shopping: AR technology is enhancing the online shopping experience by allowing customers to visualize products in their environment before making a purchase, thereby increasing confidence and reducing abandonment.
- Artificial Intelligence (AI) Personalization: AI tools are enabling personalized shopping experiences by analyzing customer behavior and preferences. Tailored recommendations can enhance relevance, increasing the likelihood of completed transactions.
- Cryptocurrency Payment Options: The adoption of cryptocurrencies as a payment method is gaining traction, catering to a growing segment of tech-savvy consumers seeking alternative payment solutions.
- Chatbots for Real-Time Assistance: Implementing AI-driven chatbots to provide immediate support during the checkout process allows businesses to address customer inquiries and concerns, minimizing the chance of cart abandonment.
Technological Innovations Enhancing the Checkout Process
Technological innovations are reshaping the e-commerce landscape, particularly in the checkout process. These advancements are designed to create a seamless and efficient transaction experience:
- Mobile Wallet Integration: The integration of mobile wallets such as Apple Pay and Google Pay provides customers with a convenient payment option that speeds up the checkout process and reduces barriers to purchase.
- Progressive Web Apps (PWAs): PWAs offer a fast and app-like experience on mobile devices, enhancing user experience and encouraging faster checkouts, ultimately leading to higher conversion rates.
- Voice Commerce Implementation: As smart speakers and voice-activated devices become more prevalent, voice commerce is emerging as a new frontier for e-commerce. Consumers can place orders through voice commands, making the process more accessible and efficient.
- Enhanced Security Measures: Implementing advanced security features such as biometric authentication and two-factor verification reassures customers about the safety of their transactions, which is essential for completing purchases.
- Real-Time Inventory Management: Integrating real-time inventory updates helps avoid situations where products are shown as available but are actually out of stock, reducing frustration and abandonment rates.
Forecasting E-commerce Evolution to Address Abandonment
As e-commerce continues to evolve, addressing shopping cart abandonment will remain a priority for businesses. The future of e-commerce checkout may be characterized by the following developments:
- Increased Focus on Sustainability: As consumer values shift towards sustainability, e-commerce businesses may need to highlight eco-friendly practices during checkout, appealing to environmentally conscious consumers.
- Omni-channel Shopping Experiences: Creating a cohesive shopping experience across various channels will become crucial. This includes allowing customers to start a purchase on one device and complete it on another without losing their cart items.
- Seamless Cross-Border Shopping: As globalization increases, e-commerce platforms will likely enhance their capabilities to facilitate easy international shipping, currency conversion, and local payment options to reduce cart abandonment for global shoppers.
- Continuous Data Analytics: Businesses will increasingly rely on data analytics to monitor checkout behavior and identify potential pain points, enabling proactive adjustments to minimize abandonment rates.
- Community-Driven Features: Integrating social proof and community features such as reviews, ratings, and user-generated content at the checkout stage can boost consumer confidence and reduce hesitancy in completing purchases.
By embracing these trends and innovations, e-commerce businesses can adapt their checkout processes to meet evolving consumer expectations, ultimately reducing shopping cart abandonment rates.
Final Wrap-Up
In conclusion, addressing shopping cart abandonment is not merely an operational challenge; it is an opportunity to refine customer engagement and elevate the online shopping experience. By understanding the underlying factors contributing to abandonment and implementing thoughtful strategies tailored to customer needs, e-commerce businesses can effectively recover lost sales and build lasting relationships with their customers. As technology continues to evolve, staying abreast of trends and leveraging customer feedback will be essential in creating a seamless checkout process that instills confidence and encourages conversions.