Increase Conversions of a Toys Webshop

Toy online stores offer an extensive range of toys for all ages, from soft cuddly toys for babies to complex building sets for teenagers. Parents and those looking for gifts want to buy toys that are not only fun, but also educational, and that suit the child's developmental stage. A successful toy online store therefore not only offers a wide range of options, but also provides detailed information about the educational benefits and age recommendations for each product.

In this article, we focus on the barriers faced by online stores in this industry and provide hands-on advice on how to efficiently address these issues. Special attention is paid to a crucial aspect specific to this sector. Furthermore, we introduce a concept to minimize environmental impact, with real-life examples for clarification.


Web shops that sell toys face unique challenges - for example due to their specific target group - in converting visitors into customers.

  • Safety: One of the biggest challenges for toy online stores is ensuring and communicating the safety of their products. Parents want to be absolutely sure that the toys they buy for their children meet the highest safety standards and are free of harmful substances.
  • Age: Toys should not only be entertaining, but also contribute to the child's development. Parents look for toys that provide educational value and are appropriate for their child's specific age and stage of development.
  • Experience: It is difficult to convey the physical and interactive nature of toys through a screen. Customers want to see how the toys work and how children play with them.
  • Inventory: Demand for toys can vary greatly depending on the season, with peaks during holidays such as Christmas, as well as holidays and other special occasions. It can be a challenge for toy online stores to manage their inventory effectively so that they have enough products available during peak periods without being left with large surpluses.

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The suggestions below are aimed at web shops that sell toys and can help improve conversion. It is crucial to realize that not every tip is suitable for every webshop. Factors such as technical infrastructure, budgets and personnel vary. It is recommended to first validate these suggestions using, for example, A/B testing.

  • Show good demos: Implement demos on product pages to give parents and children a clear idea of ​​how the toy works and how to play with it. This not only helps to better convey the functionality and fun of the toy, but also increases customer involvement and confidence in the product.
  • Provide relevant filters: Add detailed filters that help parents select toys based on their child's age and stage of development. This makes it easier for customers to quickly and efficiently find toys that meet the specific needs and skills of their own child or the child for whom a gift is being purchased, increasing the likelihood of conversion.
  • Deploy buying guides: Offer comprehensive educational content and buying guides that explain the benefits of the toy in terms of developing skills such as motor skills, cognitive development and social interaction. This helps parents make informed choices and increase confidence in their purchase.
  • Post real reviews: Encourage customers to share reviews and user videos of their children with the toys in action. This user-generated content provides authentic feedback and gives potential buyers a realistic idea of ​​how the toy performs in everyday life. Integrating these elements on product pages can increase reliability and improve conversion rates.
Green Leaf Toys


An important aspect for the toy industry that is receiving increasing attention are so-called toy subscriptions. This concept responds to parents' need for variety and educational value, without having to constantly purchase new toys. With a toy subscription, customers regularly receive a selection of toys that are tailored to the age and development of their child. Not only does this model provide a steady stream of new and interesting play options, but it can also help toys be used and exchanged for longer, reducing waste and promoting sustainability. Online stores can offer different subscription options, such as monthly or quarterly deliveries, and offer flexibility to adjust the subscription as the child grows. By integrating a subscription service, toy online stores can increase customer loyalty, generate recurring revenue and contribute to a more sustainable way of toy consumption.


A crucial aspect of increasing sustainability in the toy industry is the use of recyclable and biodegradable materials. Traditional toys are often made of plastic that takes hundreds of years to break down, placing a significant burden on the environment. By switching to sustainable materials such as biodegradable plastic, recycled wood, and natural fibers, toy manufacturers and online stores can make a huge impact. Not only does this reduce the amount of waste ending up in landfills, but it also promotes a circular economy in which materials are reused and recycled. Companies like Green Toys and PlanToys are at the forefront of this movement by producing toys that are both safe for children and environmentally friendly. This type of toy attracts environmentally conscious parents who value the future of their children and the planet. By communicating clearly about sustainable materials and production processes, toy online stores can not only reduce their ecological footprint, but also strengthen their brand image and build loyalty among customers.

Plan Toys
Plan Toys


  • Plan Toys: Various products show videos where you can see children playing with the toys. This content is relatively easy to produce and ensures that potential customers can get a good idea of ​​the products.
  • Janod: Filtering is possible here by price, type of learning, functionality, and age group. With these filters, visitors can easily select products that match the child's wishes.
  • Plan Toys: Buying guides are shown for each age group. This indicates which skills a child of that age usually already possesses and which toys therefore best suit their learning curve.
  • Hape: In addition to the written reviews, photos can also be added to this lot. This gives parents who are considering purchasing the products a better idea of ​​what the toys look like in real life.

About the author

Theo van der Zee (MSc, Psychology) has been building and optimizing websites and web shops for more than 20 years. As a freelance conversion specialist, he helps companies to improve their websites based on research and experiments.

Read more about Theo

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