The art of conversion rate optimization (CRO) can be the difference between people just leaving your online store or actually making a purchase.
And there are a bunch of ways you can tweak and adjust the website to cater to your visitors.
So, what should you know about conversion rate optimization?
Here’s something to get you thinking:
- The average Shopify conversion rate is around 1.5%
- Good Shopify conversion rate is above 4%
- A conversion rate of 6% would put your store in the top 10% on all Shopify
So let’s start figuring out how to rack up the percentage.
How to calculate your Shopify conversion rate
Shopify has a simple formula to calculate the conversion rate.
Percentage of sessions that resulted in orders out of the total number of sessions.
For example, if 1000 people visit your store and 42 people complete their checkout, that’s a 4.2% conversion rate, which counts for a good conversion rate.
How to check conversion rate on Shopify
Thanks to Shopify’s nuanced analytics tab, you can check the conversion rate in just a few clicks.
1. Open your Shopify store dashboard.
2. Click the Analytics tab on the left navigation bar
3. Check the conversion rate section
Yep, that’s the entire process
15+ Tips to Increase Your Shopify Store Conversion Rate
Optimize User Interface
You don’t want your users to exit your online store quicker than they came in.
To prevent this, you need to have a smooth, aesthetically pleasing design that’s easy to look at, and even more important… easy to navigate.
You can always hire a developer to create a custom page for you, but there’s no need.
Shopify provides a bunch of pre-made themes that you can tweak according to your brand’s niche and tone.
Put effort into your web copy
Here’s a secret. Your web copy is inseparable from other parts of your website interface.
Your store’s visitors will enter the website and first see, but then read. Copy is what hooks your visitors and makes them feel at home in your store.
That’s why some of the highest converting e-commerce stores take care of what they write, how they write, and where they write.
Here are some first-hand tips on what converts:
- Instead of a generic copy, be bold and brave. Today’s shoppers love it.
- Insert storytelling or analogies in your copy.
- Experiment with different text sizes etc on your lending page.
- Be persuasive, but not intrusive.
Optimize website speed
The modern online consumer doesn’t have time to wait for your store to load.
If your page doesn’t load in three seconds, you can consider the majority of potential visitors – and shoppers – lost.
For that reason, you need to optimize your website speed to load in less than three seconds.
You start by checking your website speed by using some of the free diagnostic tools, such as Google’s page speed insights.
Then, if your website doesn’t comply with core web vitals, start making necessary changes to improve speed.
Some potential issues could be:
- Hosting server
- Too big image elements
- Sloppily optimized website
- Content filtering
💡 TIP: Page speed is one of the most important metrics for SEO optimization as well. Solving your website’s load speed will reduce bounce rate, increase click-through rate and make your website more favorable with Google… ranking it higher of course.
Optimize for mobile
As technology and e-commerce evolve so do the shopping habits. Nowadays, people are more inclined to buy with their smartphones than ever before.
In fact, it’s expected that 72% of the world’s population will use mobile phones to shop for products by 2025.
Therefore, optimizing your online store for mobile should be one of the first things on your to-do list. Otherwise, you’re losing out on a huge percentage of potential shoppers.
Most Shopify themes are already well optimized for mobile. But it’s better to be safe than sorry…
Pick up three different mobile devices – Android, iOS mobile phones, as well as an iPod and/or tablet and try to navigate your online store.
If you encounter any obstacles, you can bet your shoppers won’t try to work around them.
Integrate Shopify apps
The sole purpose of Shopify apps is to improve your store, automate certain processes, and optimize the user experience.
So not only are they extremely helpful, they’re also tools to significantly improve your conversion rate.
However, before you start browsing the extensive library of Shopify apps, consider that some are free while others are pricey.
Some are there to improve your SEO score, while others will, for instance, automate the review process.
You should select a few that will truly benefit your store and your workflow so you don’t overstretch and lose money – and website speed – installing apps you won’t use.
Highlight Product Benefits On First Page
The first question your website visitor will ask before the conversion is… What’s in it for me?
And you shouldn’t wait until the product page to answer it. Make it clear from the very beginning what makes your product unique and what are they missing out on.
Some stores highlight benefits using storytelling and analogies, and some jump straight to the point with sheer facts.
No matter what you decide, just make sure you don’t leave your potential customers hanging.
Add social proof
Sometimes, it’s all about the clout.
In the end, your website visitor may read all your snappy web copy and product benefits, and still want an additional seal of approval.
That’s why social proof is so important.
It will push your website visitors deeper into the sales funnel and help them make a purchasing decision. There’s a variety of different social proof elements you can include in your store.
#1 Social Proof: Featured in… Section
Getting mentioned in relevant publications benefits your store in multiple ways:
- It’s a great digital PR that gives you reach, visibility
- You can use it in content marketing efforts
- If it’s from a strong publication, it strengthens your website authority
- It gives another social validation to your brand
The last part is extremely important for the subject of social proof. By adding this section, you’re saying to your potential customers:
It’s not just us. These trusted, proven media outlets are saying we’re awesome as well.
#2 Social Proof: User-generated content
According to research, interested customers will always engage in user-generated content on your website.
The reason is simple. They’re interested in your product or service, but they’d like to see it in use… By other people.
That’s why other people’s supposedly raw, amateur videos of using your product or even talking about it, would trigger a green light in your users’ minds… Yes, this is reliable.
Try to incentivize past purchasers to take photos and videos with your products, then use them on your website and social media. It does wonders.
#3 Social Proof: User reviews and comments
The existence of other people’s comments and reviews on your website can often be a deciding factor.
By having real, sometimes even lower ratings, you make your brand more “human” and allow people to understand the downsides of the product as well.
Believe it or not, people would more likely shop for a slightly flawed product than one that appears perfect. The skepticism is deeply rooted in the mind of the consumer.
Plus, there are a bunch of review apps and plugins that you can integrate directly into your website.
In the era of the internet, personalization is what influences most online shoppers.
This doesn’t mean that you shouldn’t go broad when prospecting, but after you “hook” your potential audience, it’s time to take that relationship to the next level.
Some obvious methods of personalization include:
- Segmenting your email drips depending on user behavior
- Generating niche brand avatars you can target with your ads
- Setting up retargeting campaigns with a personalized copy “Hey, we’ve seen you lurking in our store!” and similar…
- Use apps that monitor user behavior to recommend particular products to users
Upsells and Cross-sells
Upsells and cross-sells are popular marketing techniques that increase your conversion rate but also boost your average order value.
After your website visitor makes a purchase, you offer them a different product and service, or a good offer an on the existing product – if it’s a consumable – so they get an incentive to spend more.
When done correctly, these techniques can increase the value of each consumer. But if you’re not sure how to do it on your own, here’s a list of best upsell and cross-sell apps you can use.
A smooth checkout process helps you sell. If the purchase process is full of friction, slow loading, etc, you can kiss your customer’s bye-bye.
Nowadays, it’s even more difficult than before to keep your customer interested. Hence why many shopping platforms are trying to keep everything streamlined and in one place.
So when optimizing for checkout, here are some things to pay attention to:
- Remove friction from checkout. Take out unnecessary processes and leave only mandatory fields.
- Offer a variety of payment options, online and offline.
- Make sure your checkout page is secure, SSL certified, and reliable.
…among other things.
Focus on retention
Now let’s focus on the main conversion rate driver – customer retention.
You know the old saying… It takes 5 times more to acquire a new customer than to retain those that you already have.
For that reason implementing a retention strategy will allow you to have not only more revenue, but also predictable and recurring revenue that should help you scale.
Some of the retention strategies can include:
- Email marketing strategy
- Customer loyalty programs
- Remarketing ads
- Subscription boxes
And many, many more.
Add an opt-in pop-up
If you want to have a retention strategy at all, you’ll need a mechanism to collect first-party data you’ll later use for retention campaigns.
The best way to do it is to place a discrete opt-in popup on your landing page, or at least place an opt-in widget on your website sidebar.
This will allow website visitors to subscribe to your mailing list and you can later retarget them with special offers, deals, and other segments… depending on your email workflow.
Oh, and don’t forget to give something in return!
Analyze your cart abandonment rate
Cart abandonment is a real problem.
Believe it or not, online stores lose almost $18 billion every year due to shoppers abandoning their carts before purchase.
Luckily, by having insight into your cart abandonment rate you can make tweaks to fix it.
If your cart abandonment is higher than average, you might need to optimize your customer’s journey. Maybe add more payment methods, add special offers, gifts, and similar.
Also, you can still retain customers that have abandoned their cart by retargeting them with ads or making an abandoned checkout email sequence.
Running paid ads is another effective way to bring conversions to your store.
However, this is where you need to be knowledgable and analytical, and not afraid to spend some cash.
Promoting your Shopify store via paid ads is not easy, however. With so many social and search platforms, there’s always the question of where your audience is at.
Not to mention you need at least some knowledge of how these platforms work, how to run and optimize ads, how to create promotional content, and more. Otherwise, it’s money down the drain.
But at the same time, not diving into this area means you’ll miss out on plenty of brand awareness.
So if you need any help, or a consultation on how to approach this… we’re Shopify experts. And we can help.
Optimize for SEO
Here’s a question.
How often do you look up something online because you want to buy it? Yep, and those brands that come up first on your SERP are the ones that will get all the juice.
That’s what SEO is there for. The audience is already high-intent and the potential traffic and conversion rate are through the roof.
But optimizing your Shopify store for search engines can also be a long, daunting process. It’s a long game, and not everyone’s ready for it. But when it “clicks”, it’s worth every penny.
Time to Start Optimizing
Nothing will bring you more opportunity to scale and grow like a consistent and healthy store conversion rate.
Of course, it takes a bit of time and constant optimization until you hit the right spot. And if you’re already feeling overwhelmed with day-to-day operations, you can leave the marketing part to someone else.
Luckily, you’re at the right place! Give us a call and we can go over your store together. Let’s redecorate your store, buff those campaigns, make acquisition and retention strategy, and win together!