Shopify is making it easier for brands big and small to take their business online. With more competition for consumer attention, most stores are seeing their conversion rates less than 2%. No matter how big the discount!
In this guide, we dive deeper into how you can effectively track your Shopify conversion rate, how to figure out where you currently stand and what conversion rate you should ideally aim for.
But more importantly, we’re discussing some actionable strategies along with top examples to help you improve your conversion rate!
How to track your Shopify conversion rate?
A conversion on your Shopify store typically indicates a shopper reaching the checkout page and making a purchase successfully.
There are mainly 4 ways to track conversions on your Shopify store:
To get started with tracking your Shopify conversions via Google Analytics, you will first need to set up goals and funnels on your store.
- A goal can be any action that you want a visitor to take on your store including to wishlist items, visiting the sales page, clicking on the subscribe button, adding an item to the cart and more
- The completion of any of the goals pre-decided by you are logged in as a conversion in your GA account (sales)
Read all about setting up your Google Analytics account and setting up goals here.
Tracking pixels are small pieces of code that you can add to your Shopify store to register and track conversions. These are third-party scripts that are usually added to your order status page.
All you need to do is go to Settings> Checkout> Order processing> Additional scripts and paste the code in the text box provided.
You can either integrate your Shopify store and Facebook Pixel in the admin using your Facebook Pixel ID or add the code manually to each page of your store using Tracking Pixels.
Order ID tags
To avoid tracking duplicate conversions, you can use order ID conversion tags that ensure that only the first visit of any shopper to the checkout page is tracked. Reloading or refreshing the checkout page won’t lead to any discrepancy when using Order ID conversion tags to track conversions on your Shopify store.
Before zeroing in on which method you should use to track your Shopify conversions, be sure to deep dive into how each of them works.
What is a good conversion rate for your Shopify store?
As per a survey done by Littledata in May 2020 involving nearly 2000 Shopify stores, the average conversion rate came out to be 1.6%. Therefore, if your Shopify store has a CVR:
- Is less than 0.4%: You fall under the worst performing 20% of all Shopify stores, but the good news is that there is tonnes of scope for improvement and even minor optimizations could yield exceptional results for your store.
- Lies between 0.4% and 3.6%: You are average as per the benchmark, but still have a huge scope to drive better results.
- Is greater than 3.6%: That’s great! You are in the top 20% and have a promising conversion rate.
- Is greater than 5.1%: Congratulations, you are already in the top 10% and the best course of action for you would be to double down on what’s working well for your store.
If your Shopify store’s conversion rate falls under 3.6%, you might want to dive into why your conversation rates are low before learning more about how you can fix them.
8 tried & tested ways to improve your shopify conversion rate
1) Get your data in place
Whether you use Google Analytics or Shopify’s built-in dashboard to track customer behavior on your store, be sure to leverage that data to drill down actionable insights.
Use these insights to optimize your store’s user experience, which includes navigation, site speed, onboarding flow, etc. Here’s how you can get started:
- Figure out pages that have the highest bounce rates and start by optimizing them to engage visitors. This could include adding more information about the product, including a live chat, a how-to video or user generated content like reviews.
- Use heatmaps to see elements that tend to capture a visitor’s attention. From banners to call-to-actions and other call-outs, see what your visitors pay attention to while browsing through your store.
- Simplify navigation by categorising your products into collections that are based on their use case, type or other parameters and make it easier for visitors to find what they’re looking for.
- Include a powerful search and product filtering option to reduce the need to scroll through endless search result pages. The faster they reach the product they live, the more likely they are to convert.
You can also make use of Shopify apps like Conversific to simplify the data from your Google Analytics and the store.
2) Keep your checkout process short and straightforward
As per a survey conducted by Baymard Institute, 18% of the shoppers said that long and complicated checkout processes are the reason why they abandon their shopping carts.
Online shoppers do not have the patience to go through multiple checkout stages and complex forms to submit their personal information to make a purchase.
If the conversion rate of your shopify checkout page has been hovering over the lower end of the spectrum, consider implement the following to reduce drop-offs:
- Reduce the overall number of steps in the checkout process
- Decrease the number of form fields to include only important ones
- Offer an option to use social logins or to checkout as a guest
- Add a progress bar to let visitors know of their progress
You can make all of these tweaks by changing your Shopify store “settings”.
You can further make it easier for a visitor to checkout using an app like Instant Checkout. The app lets you add animated ‘buy it now’ buttons that leads the visitor directly to the checkout page.
3) Make your “search” shopper friendly
Very often, visitors don’t find the products they’re looking for simply because the search doesn’t return relevant results.
If that is the case for your Shopify store as well, you might be losing out on a considerable chunk of your revenue because of it. Check how many searches on your site return 0 results and try to understand why.
Is it because of spelling issues, typos, or simply because of no matching product to the search query? Either way, you can fix this by improving your search capability, so shoppers are never met with 0 results.
- For spelling errors and typos, make sure you don’t throw a negative message such as “Oops, we couldn’t find what you are looking for”. Make your search algorithm typo friendly and ensure it grasps the correct term and returns the relevant and accurate results.
- Even if there are no products that match the search query, it is best to return similar products based on what the customer entered.
- Familiarize yourself with customer lingo. Try to use the terms and phrases your customers use in naming and describing your products so they are immediately matched with search queries and shown as results.
- Find out the top search terms used by the visitors on your store with the number of results using Shopify’s detailed reports. Use it extensively to decide how you name and describe your products.
- Ensure you cover synonyms in your search results. Visitors tend to search for different products using different terms that may mean the same.
You can also do all of the above by plugging in a Shopify app like Searchanise or Product Filter & Search. Both the apps come with a search widget that handles typos, synonyms, zero search results and also auto-suggestions.
Additionally, they also let you set up unlimited product filters so that shoppers can drill down the search results faster.
4) Set up more micro-conversion opportunities
Conversion optimization is a marathon, and not a sprint. Therefore, it is important that you focus on every micro conversion on your store that leads up to the final purchase.
For example, work on increasing your blog and newsletter subscribers so you can nurture them to make a purchase on your store.
Similarly, focus on each and every copy and CTA on your Shopify store — get visitors to browse for longer, wishlist more items, compare more products, and spend more time on your store.
The bottom line is that every micro conversion counts. Each email captured, every positive review received, every new blog subscriber, and every new social media follower contributes to indirectly improving your store’s top line.
So, focus on moving each of these metrics and then nudge these visitors/followers/shoppers to convert on your store.
Having a Shopify app like Crazy Egg helps in this case. It lets you see where your store visitors tend to spend most of their time. You can tailor their on-site interactions using this data!
PS. We also recommend focusing on improving your NPS and CSAT scores. It shows how happy your customers are and whether they will revisit your store again.
5) Use your value proposition as an emotional connect
Deals, discounts, and offers can only go so far when everyone uses the same strategy. The new age online shopper wants to know about ‘you’ and who they’re paying to.
Simply put, they need to see the ‘value’ behind making the purchase from you. They want to feel ‘associated’ with your business.
Try to highlight the value in the product and what sets it apart. Right from the experience your product has to offer to the promise, craft it to tug at the shopper’s heart or mind.
Think Apple for a minute. They don’t push discounts to show their products are worth buying because their ‘brand’ is aspirational from the get go.
A few ways to do this include:
- Clearing defining your brand and who you are a business as well as the people behind it
- Set up an about us page and share your brand story along with some BTS using an app like PageFly
- Add custom sections like ‘product making’, ‘product benefits’ and more to your product pages for more depth with an app like Builder.io
- Give them an Amazon-like enhanced shopping experience by setting up customer account pages using an app like Flits
6) Create an in-store shopping experiences with rich media
Even though it’s 2021 and people are more comfortable with online shopping than ever before, there’s always a cohort of your audience that prefers the in-store shopping experience.
The good news is that you can offer a similar experience on your Shopify store easily.
Use product videos to engage the visitor by walking them through all the features and benefits of your products visually. These could be small how-to videos, lookbooks or a simple product size comparison GIF!
For example, you could add a video on your homepage that shares the story of your brand or the new launch.
Similarly, you can videos on your product page to give visitors a perspective or a look and feel of the product.
7) Your popups must be natural and compelling, not irritating
Pop ups can go either way. They could either work incredibly well in improving engagement in your store or irritate shoppers and have them drop off.
To ensure the former for your Shopify store, make sure you optimize your pop-ups to make them compelling.
This includes deciding when the popup shows up to a visitor. The timing is critical to their experience!
But then comes the tricky part. The popup copy.
It needs to entice the visitor by capturing their attention with something that is of their interest.
For example, this smart popup here on Cosmetic Capital that promises free shipping for orders over a certain amount for a limited period of time. In the same popup, they also leverage the CTA to make the visitor feel they’re signing for something exclusive.
For example, this popup here that lets the visitor believe they can win something by subscribing to the store. No offers or urgency created!
Moreover, it’s always a great idea to personalize your pop ups for every visitor if you have different types of buyers.
For example, if you sell to both wholesale and B2B, ensure your popups have a different message too.
But what you do want to ensure is to NOT overwhelm the store visitor. You want to give them ‘one’ action to complete.
This popup here is the perfect example of trying to push too much in the face of the online shopper. Avoid including too many offers or call to actions!
You can set up pop ups on your Shopify store using apps like Automizely, Privy and Sales Pop Up. Each of these apps come with customizable pop up templates for different goals like sales promotions, product recommendations and more.
8) Implement a detailed product comparison chart
Very often, shoppers drop off from your store to compare the product they have shortlisted — with other similar ones available on the internet.
How about you offer the comparison on your product/category pages itself? That would not only help reduce drop offs, but also fast-track decision making for buyers as they would be able to compare features of similar products and choose the one that best meets their requirements right then and there.
Here’s what a comprehensive comparison table looks like:
With a Shopify app like Product Compare, you can do this pretty easily. The app lets you even select the products you’d want to display in the comparison table, the fields and also where you want the table to be placed on a product page.
Apart from providing comparisons between similar products on your store, you could also offer comparisons between similar products from your competitor stores.
Just make sure you are fair in listing all features of each of the products and leave it up to the shoppers to decide which one fits their requirements.
A/B test and optimize
Let’s assume you want to optimize your Shopify product pages for more conversions. You conduct thorough user research and devise a solid hypothesis around tweaking the page layout and design, which you believe would yield fantastic results.
Now, you could go ahead and implement the new design and wait for it to work its magic. Or, you could run an A/B test on the page (between the original variation and the new one).
A/B testing allows you to showcase variations of the same webpage to different segments of visitors and compare which one drives more conversions. This gives you concrete data on what really works to get visitors to interact with your storefront. No guesswork, instincts or hunches!
You can test the layout of your store’s pages, the placement of the CTA, product descriptions, sales copy, length of forms and much more!
There are times when you might pit variation A against variation B. You might see slight differences in results as well. Now in this case, using ConvertCart’s free A/B testing statistical significance calculator can help you determine whether or not the variation will push your sales in full scope.
While there are an endless number of tactics that you can use to optimize your Shopify store for conversions, we recommend taking a stepwise approach.
Understand the strategies, implement them correctly, learn from how shoppers respond to these strategies and plan the way ahead!
We’re going to continue updating this article with more strategies as we go. Don’t forget to bookmark it!