Source: http://sitetuners.com/blog/how-to-use-google-webmaster-tools-to-aid-with-conversions/
There are three areas of SEO where a company can gain customers and reap the benefits of their hard work from. Acquisition, conversion and visitor retention are the three main fields of online optimization that an online business can focus on. Google webmaster tool is on the “acquisition” side which provides data to webmasters on how visitors arrived on their site before they convert to sales.
Increase your conversions with Google Webmaster Tools
Setting up international targeting
You can help Google to better understand your site by setting international targeting. Google will use off page factors and site content to determine which audience is associated with your page. An example would be a page meant for UK audiences can receive product pages meant for US customers only.
Brand search results optimization
Sitelinks are results (seen just below your company URL) after a user searches your site using the Google search engine. Sometimes, Google will automatically include low-conversion pages on Sitelinks which can cause more relevant links not being included on Sitelinks.
Non-brand search result optimization
You can increase conversion of your pages by looking at search query page. The chart gives you a list of keywords that users typed on Google to get to your site. It also shows you click through rate, average rankings and impressions as well.