The conversion decays φ→ηe+e− and η→γe+e− were studied by the SND detector using φ-meson production in e+e−-annihilation at VEPP-2M collider. The branching ratios of these decays were measured: Br(φ→ηe+e−)=(1.19±0.19±0.07)×10−4 and Br(η→γe+e−)=(5.15±0.62±0.39)×10−3. The e+e−-pair mass spectra and transition form factors were also studied.