Why are wider entrances more inviting? Well, for one, passers-by see more of what’s inside and thus, interest in exploring the selling space is higher. It is also easier to get shoppers in as they browse the front displays and naturally wander deeper into the store. In the ‘Before’ photo on the left, the already small entrance is made even narrower with the gate left partially closed and the ice cream freezer taking half of the entryway. Is it any wonder penetration and conversion is higher in the renovated shop?