Shopify Conversion Rate Optimization Guidelines
Running a successful Shopify store requires more than just great product pages. Having a well-built website with clear content and beautiful images is a must, however, to maximize your profits and constantly generate sales, you need to be aware of the average conversion rate on Shopify. Understanding how it works will most definitely affect the overall success of your business, and knowing the benchmark conversion rate for Shopify stores and how to boost it is essential for someone who wants to improve Shopify sales. With some effort and understanding of the factors influencing conversion rate, you can increase your store’s performance. As usual, there are always variables that are very difficult to control, but covering all the pointers will get you closer to the numbers you want.
What is the Shopify conversion rate and why should we care about it?
So why should we care about conversion in the first place? Conversion rate is used to measure how effective a website, product, or service is in converting visitors into customers. It is typically measured by the number of successful conversions divided by the total number of visitors, expressed as a percentage. Usually, this kind of metric is the most effective in telling you where you can improve your website, and that's why conversion rate optimization (CRO) is an essential tool for any business that wants to increase sales, revenue, as well as customer satisfaction.
Optimization itself involves analyzing website data, such as Google Analytics, to understand how customers interact with your products or services, and the tools you are already using to guide them. With this information, you can tailor your website and marketing strategies to encourage potential customers to engage with specific content, and send them budgets to proceed forward with the actions you want them to take, be it subscribing to your newsletter, or making a purchase. The overall goal is quite straightforward: increase the conversion rate for Shopify (or any other online store). By understanding why customers are not converting, buying, or clicking, you can create concrete solutions that will help maximize your profits. It will also help you effectively implement these strategies, so you don't waste your time re-designing your website without it having any actual effect.
In this article, we will discuss the most important factors that affect the conversion rate on Shopify stores and what you can do to boost it. Every website is different, and many ways can improve your store conversion rate, and here you will find the most important ones.
The best strategies to help optimize your ecommerce conversion rate
Many things can make or break a great first impression, as well as a potential long-term connection with your buyers. By using a custom "Welcome" or "Welcome back" message for example, you create a distinction between a first and a repeat visit. By showing related products or offering special discounts you also cater to a specific type of experience. This and many more details can help your marketing strategy build the foundation for much more than just a one-time sale. It will make your shoppers want to come back, and that is exactly what you work towards. Below you can find some of the most important points that will help you realize your full potential.
1. Utilize A/B testing to identify opportunities for improvement
A/B testing is a great way to identify opportunities for improvement. It's also the perfect way to see what type of content attracts your customer. It's your little helper whenever you need to make a choice even regarding the smallest things like the color of your next product line, and we all know how important color psychology is in marketing.
When it comes to newsletters, A/B testing can be used to detect the most effective CTA and whether potential buyers are more likely to click on a specific image or text. Additionally, A/B testing can be used in cross-selling initiatives and search engine optimization campaigns. For example, A/B testing allows you to see which product variations appeal most to existing customers and target audience segments. Finally, A/B tests can also be used to optimize cart abandonment rates by identifying the best call-to-action or incentive that will encourage customers to complete a purchase.
Luckily, with Personizely you can easily apply it to any of your popups. Whenever you need to test out new content, or the efficiency of a certain promotion, it will help you make the right decision every single time.
2. Focus on improving product descriptions and imagery
A well-designed website is a very good start towards a good conversion rate. Clear product descriptions, compelling images, as well as intuitive navigation will help your freshly arrived visitors to appreciate your efforts. So Shopify store owners should always focus on improving product descriptions and imagery if they want to increase their conversion. Enhancing the imagery and descriptions of products can be a great way to boost your Shopify store’s conversion rate, as improving the visuals of product images makes them more attractive and eye-catching, which consequently can help improve conversions for your e-commerce store. Adding high-quality descriptions that clearly explain the features and benefits of each item is another great way to increase your Shopify conversion.
If your customer can see your product in the actual context in which it will be used, it will reassure them of its usability and quality. We all know the sometimes funny and sometimes horrifying stories of what people ordered versus what they got. Making sure that your buyers are safe and get exactly what they see is going to add credibility to your store. And writing interesting and informative descriptions, that maybe go further than just technical have the potential of playing on the emotional side, which always assures a connection.
3. Offer promotional offers to drive your store conversion
As a Shopify merchant, it is important to consider promotional offers as one of the best ways to drive conversion. Email marketing is an effective way to reach out to customers and make them aware of your offers. Using email campaigns, you can fix low conversion rates and optimize your Shopify performance. Consider offering discounts or free shipping on orders above a certain amount, providing special coupons for loyal customers, and exclusive promotions for new customers. You could also offer seasonal deals and discounts that coincide with major holidays or events, such as Black Friday or Cyber Monday. This is also a great way to introduce personalization into your strategy, as offering discounts for a specific holiday that is celebrated in a particular geographical location will be much more effective. Firstly, people in this area will probably be actively searching for good deals, and secondly, you will not accidentally give out coupons to those that never even heard of that holiday, but more on that a bit later.
Promotional offers are designed to boost your conversion rate and increase customer satisfaction, but they also work if you need to build up your email lists. Offering a bonus or promotional offer in exchange for an email is one of the most effective strategies in the book, it's simple but effective. This way you will already have potential customers, and even if it might take a couple of emails, chances are that you will find a way to turn them into happy buyers in the end. So don't miss out on top opportunities to maximize the potential of your Shopify store, it's already there, you just need to make some tweaks.
4. Implement personalization techniques, especially during holiday sales
Dealing with a lower conversion rate can sometimes be discouraging, especially when you expect an abundance of interest in a new product category or special promotion. This is exactly the right place to experiment with personalization techniques, which will help you get the right content in front of those who will appreciate it most. The holiday season or rather different holiday seasons is when you have the opportunity to maximize your profits, get rid of old stock, or simply test out new marketing techniques. As already mentioned in the previous point, making sure that the right promotion reaches the right customer is going to help you out on many fronts. We all know that holidays like Thanksgiving are probably only valid for those living in the US, and offering a special promotion for people shopping from France will save your coin, and help you become more aware of where your customers shop the most. With a bit of research, you can create specific promotions or offers for diverse locations, and with Personizely, you can even schedule them ahead of time so you don’t miss the right moment. You always need to make a good plan when it comes to personalization, but that should never stop you from starting. Experimenting with your content is a great way to see what works best, and making your pages more suitable for one or the other customer can be great for your conversion. We all know that being global is the norm today, but that does not mean that online stores need to be the same for everyone.
5. Use targeted messaging to reduce the bounce rate
It's a good idea to use targeted messaging and personalization techniques to reduce the bounce rate of your ecommerce store. Shopify’s app store has a variety of tools that can help you improve your Shopify conversion rate and make your Shopify experience more personalized. More specifically, Personizely can help you create personal messages based on data collected from your visitors, which will make them more compelled to give your site another browse. Using a trigger like an exit intent will catch their attention and direct it towards a message, and it's up to you to make that message one that they will like. You can also make sure that whenever they click on a particular external link from your promotions, they land exactly where need, and don't see something irrelevant that makes them leave immediately. All these features will help you create an engaging shopping experience for customers, which in turn will help improve your conversion rate and reduce the bounce rate on your ecommerce site.
6. Analyze customer data to make informed decisions about optimization strategies
Analyzing customer data always gives you the right kind of information that allows you to make decisions about optimization strategies, and that can help increase your conversion and put you in the best possible position to succeed. Looking at the total number of site visitors, as well as conversion rates can give you a better picture of how your customers interact with your site. This information can then be used to determine what needs to be done to optimize it and ensure that customers are having a positive experience. Additionally, analyzing customer data can also help identify areas where conversion rates are lower than expected. However underwhelming that might seem, this is also good news, now you know where you need to step up your widget game. Implementing popups and announcement bars can completely change how the overall interaction takes place. If something is not selling, you better make sure that it's not because customers aren't reaching that page in the first place.
7. Streamline the checkout process for a smoother user experience starting with the landing page
Starting from the landing page, streamlining the checkout process for a smoother user experience is important for any Shopify store. It begins with making sure that shipping rates are laid out and easy to find in the store. This helps visitors to your Shopify store understand what they can expect when it comes to cost before they make their purchase because that's how you lose your customers at checkout. Additionally, always make sure that the shopping cart is easily accessible and visible so that customers can easily add items without having to navigate too far. Finally, providing a feature or two on your Shopify store such as guest checkout and payment gateway integration can help reduce any friction during the checkout and improve customer satisfaction. Streamlining the process will ultimately result in more successful purchases and a better experience overall, but adding small nudges and item recommendations will also make you gain a few points. Using upsell and cross-sell strategies is also something you might want to consider, as more often than not people choose to spend a little bit more if you show them that they save up on buying in bulk or a combo deal.
8. Leverage social proof to inspire confidence in customers
Leveraging social proof is a great way to inspire confidence in new customers that don't know your products yet. It can also improve the general appeal of your Shopify store. By displaying customer testimonials, reviews, and case studies on your website, you can give potential customers the reassurance they need to make that first purchase. Additionally, featuring content such as influencer endorsements or media coverage of your products will help create an aura of trustworthiness around your business. You can also optimize your Shopify store by displaying detailed product information or providing helpful resources such as tutorials or FAQs. When customers have a higher level of trust in your business, it will naturally lead to higher conversion rates, and besides, we all know that a happy customer is a returning customer.
9. Start using surveys to understand your customers better, and cater to them perfectly
There is an abundance of advice and how-to tutorials around the internet that tell you just the right steps toward your perfect online store. And here you are reading another one. Although most of what you read comes from testing, experimentation, and actual data collected from already existing practices, it will only work if you get to know your customer yourself. Using simple techniques and setting up widgets with attractive offers will get you sign-ups and optimize your conversion rate in the short run, but you need to set the foundation for strong and long-term relationships with your clients. You might think that your particular type of product or service might not fully benefit from it, but if you want to grow your store, it’s something you need to start thinking about at some point. Using surveys is the perfect way to do that. Questions are widely used already to improve customer service or the check-out process on most sites, but they can do so much more than that.
If you are worried that your visitors might find it time-consuming and will just avoid answering your questions, make sure that it isn’t too long and accessible. For extra motivation, you can always add a coupon or a free sample for the next purchase. Besides, knowing what your shoppers prefer might even help you in developing your product in the future. It might clear up some questions about the smallest details and has the potential to make your life easier.
10. Finding the right timing with the suitable triggers will make them take a second look, and possibly subscribe
Timing is everything. It’s a general rule of life and it is also a very strong determining feature for the online shopping experience that you are setting up for your visitors. People often go through the same couple of steps during their first visit, through other steps during their second, and many other ones during their tenth. Getting to know your store will be different from reading your blog if you have one, and browsing the products from your new collection will take them to different pages as well. When you get to know Personizely, one of the most important parts of setting up your first widget is setting the triggers. It’s always beneficial to understand how each of them works, and what exactly they can do for you. Having a great message that will stop them in their tracks is good to have, but waiting too long to deliver it, or missing them altogether will harm your conversion for sure. Depending on the function of your widget, you will have to put yourself in the place of your customer for a second, and see where they might need an extra bit of encouragement to stay longer on your page. Sometimes that’s all it takes to finally get that conversion, but sometimes you might need to work on it a bit more. Try to understand the path that your customer goes through, and which action they take should trigger your message, be it exit-intent, hover, or the specific time they spend on a page. Maybe they spent quite a long time on a certain page, is that hesitation or interest? Maybe a first-time customer coupon is in order?
Final words: Improving Your Shopify Conversion Rates Takes Time and Effort, but It’s Worth It!
Overall, there are many ways you can go about increasing your Shopify conversion rate. And as every Shopify store is unique, so are its customers. Getting to know better how they shop and what makes them click is one of the most important parts of running your marketing strategies. We are all sometimes guilty of expecting results fast, and unfortunately not seeing them that same hour or even day can be discouraging. The important part here is to get deeper into the analysis of your results. Whenever something is working for you, try to understand why. The same goes if something doesn't work for your customers, try to get to the real reason. That's how you find a winning combination that will get them to click much faster. Although we all know that sometimes things just work, some might call it luck.
Although it's pretty clear that improving your conversion is a long game, patience is going to be expected. But as long as you get your eyes on the prize, all of the efforts you put into it will get you exactly where you need to be. So go ahead and get started with making our tips work for your benefit, and don't forget to come back and comment on which one of our tips you found most helpful, and which ones helped you the most.