This document analyzes factors that influence online conversion rates for fashion retailers. It finds that websites that allow payment via Acceptgiro have conversion rates 4% higher than those that do not. Delivery times under 5 days see 0.5% higher conversion than longer times. Awareness also strongly impacts conversion - a 1% increase in brand awareness top-of-mind lifts conversion by 0.5%. Improving online service quality to average levels could increase conversion by 1%, while better prices and promotions positively affect conversion rates.