Littledata surveyed 3384 Shopify stores in March 2022. The aim was to understand the average conversion rate.
Can you guess what that was?
Anything above 3.3% puts you in the top 20% of Shopify stores.
Anything less than 0.4% puts you in the bottom 20%.
Do you want to know the difference between the two? Conversion rate optimization.
Here are some actionable tips you can use to optimize your store for maximum conversions.
40 tried & tested ways to improve your Shopify conversion rate
1. Prioritize functional ease
Do you know why this Shopify page from Death Wish Coffee works so well? It eases the users’ journey.
They know exactly what to do and how to check out.
First, there’s a simple and clear Nav Bar at the top with arrows indicating secondary navigation.
The next thing they see is a strong CTA, quick info on the types of coffee, and a striking checkout button.
In two scrolls, they have easy access to almost all of the site.
Remember: the objective is not to impress users with smart tactics.
It’s to help them check out your products and brand in the greatest detail.
Here are a few ways you can do that:
- Use navigation (and sub-navigation) to make product discovery and checkout easier.
- Develop categories based on use-cases that will help users in real-time.
- Build product recommendations that actually serve the users.
2. Try Mega Menus (Shopify recommends it)
There’s a reason why the second example here is more appealing than the first. Can you guess what that is?
It’s because a human brain can only process 7 units of information at a time.
This is why breaking navigation down into a Mega Menu goes a long way, with chunks easing information into the users’ flow.
You’ll get a sense of this from the example below.
Here are some navigation guidelines Shopify recommends:
- Be sure to use familiar words and customer lingo when labeling. Everyone appreciates clear directions.
- Ensure that navigation links are clickable even on mobile devices and tablets. Check for finger and stylus taps.
- Develop the major categories into landing pages. Helps with SEO too!
- Implement breadcrumb navigation wherever possible. This way the customer can orient themselves at any point.
3. Use smart collections that chart out the buyer's journey
You can look at categorizing your products into categories based on the use case, type, and other parameters that make it easier for visitors to find what they’re looking for.
Some ways to organize products into smart collections are:
- Use card sortings as a means to devise the navigation flow of your categories.
- Use subcategories everywhere they’re relevant.
Often, it’s okay to repeat subcategories under multiple categories as long as they help customers in their journey.
Take a note from Unconditional’s navigation menu.
See how their categories are optimized so users know exactly how to follow through?
Want to know more? Check out 11 navigation changes (across the funnel) to improve conversions
4. Be on top of your store analytics
Whether you use Google Analytics or Shopify’s built-in dashboard to track customer behavior in 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.
Use the Shopify app Conversific to simplify data, develop insights, and set benchmarks.
5. Optimize pages with frequent drop-offs
Find pages that have the highest bounce rates and optimize 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.
Knowing that the bounce rate can be high on blog pages, brands like Beardbrand ensure to create video content that is both relatable and engaging.
6. Go beyond heatmaps
Heatmaps are a great way to understand which elements tend to capture a visitor’s attention.
It’s a handy tool that helps you understand which elements can be further optimized and which need to be improved upon.
BUT it’s not all you need in your arsenal.
Other tools like Session Recordings, Form Analytics, Funnel Analytics, and Usability Tests can help bring a more cohesive outlook.
Here’s how you can use them well:
- View Session Recordings with filters. Understanding the commonalities between a particular group can help optimize your website as a whole.
- Use Form Analytics to understand which fields take the longest to fill. If they’re not all that relevant, skip them.
- Identify bottlenecks with Funnel Analytics to determine patterns and fix issues these users may be experiencing.
- Test the Usability of your website on 5 important measures: Learnability, Efficiency, Memorability, Errors, and Satisfaction.
7. Opt for hero banners instead of sliders
Carousels or sliders have a tendency to slow down site speed.
On the other hand, hero banners keep the layout clean and convincing.
Hero banners are also more suited to mobile usage - for the simple reason that customers viewing your store on mobile are more likely to scroll than they are to swipe.
Shopify brand Kith is currently using a video in their hero banner, which plays impeccably well both across desktop and mobile.
8. Improve the way you do site optimization with targeted Shopify apps
From images to alt labels to speed to language to pricing, optimizing your Shopify store can be a complex task.
However, with the use of some specific Shopify apps, this hassle can come down.
Here are a few recommended ones:
- TinyIMG: This app works to control third-party app scripts while compressing your website images to improve site speed considerably. Alongside, it also generates speed and SEO reports while offering critical suggestions on aspects that need fixing.
- Transcy: This is an app that can be really effective in helping you resolve your language concerns on your Shopify store. Its auto translate feature ensures high intent pages such as checkout is available to the customer in a language of their preference (based on location).
- AVADA SEO Suite: This app’s primary aim is to ensure a business meets Google Search best practices. It also helps you verify your site authority using Google Search Console, Pinterest, Bing, Alexa and a number of other services.
- Dynamic Pricing Optimization: This is a price monitoring app that enables you to access unlimited data about competitor stocks and prices. It is also able to track and monitor pricing of product variants helping a business decide on a more valuable (and conversion-driving) pricing strategy.
For more ideas, read: Headless checkout: 6 optimization ideas to reduce abandonment (+ 3 tools to use)
9. Analyze your search results in alignment with customer behavior
This is the first step to optimizing the search results within your Shopify store.
While analyzing your search results and overall store search function, keep an eye out for:
- Accuracy: Are the results showing your customers the exact detail of the product they’ve searched for so that they can land up right on the specific product pages?
- Clarity: By looking at the result(s), can the customers figure out which categories the product(s) belong(s) to?
- Relevance: How often do the results match the products customers may be looking for?
These questions need to be answered before you optimize your Shopify store for smart search.
Both tools come with capabilities to handle typos, synonyms, zero search results and auto-suggestions.
Additionally, they also let you set up unlimited product filters so that shoppers can drill down the search results faster.
10. Automatically regulate typos
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.
11. Offer alternative suggestions
Even if there are no products that match the search query, it is best to return similar products as results based on what the customer entered.
12. 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.
This is especially important for technical terms in beauty, electronics, etc. that have a specific meaning attached with it.
For eg, a “Primer” from Sephora.
13. Correlate search terms with product names
Find out the top search terms used by the visitors to your store with the number of results using Shopify’s detailed reports.
Use it extensively to decide how you name and describe your products.
This is especially important when it comes to words that have a different name variant, depending on the location of its usage.
For example, what Americans call jeans, the British may call pants.
You can also use SEO keywords like ASOS does here:
14. Enable searching for product codes
While most customers won’t go down the road of searching for product codes, some will.
Especially, when they’re looking for something super specific.
Making product codes searchable increases your chances of converting with different kinds of customers.
Hey, you’ll love this: eCommerce site search: 18 improvements that prevent drop-offs (+ actual examples)
15. Make your email opt-ins super compelling
Make your visitors an offer they can’t refuse: something that is so compelling they’d instantly sign up.
One great way to entice customers to opt-in is by offering an incentive.
If shoppers are going to give up their email address, they’ll most likely have one thing on their mind — perceived value.
An attractive incentive would definitely tick their boxes.
Follow it up with incredible copy & design, and you’re set.
Here’s how Pinup Girl does it:
16. Get customers to open 3+ website pages
One of the easiest ways to boost your conversion rate is by getting more visitors to explore more pages on your website.
If a visitor opens more than 3 of your website pages, it’s a good sign.
Such high-level engagements go a long way in developing micro as well as macro conversions.
Here’s how The Perfume Shop uses clever placements & a visual hierarchy to encourage visitors to explore more:
17. Give them a GREAT reason to create an account
One pro tip we’re always discussing is enabling guest checkout.
Why? Because it saves time and is often more efficient at getting customers to check out.
BUT it does miss out on one important aspect: the micro-conversion.
When customers create an account with a business, it’s a pretty important step.
And a great micro-conversion, which gets them through the door quicker than any other step.
A great way to do that? Give them a solid reason.
Here’s how IKEA presents the offer.
Simple, non-intrusive, and yet effective.
18. Track user behavior closely
Conversion optimization is a marathon and not a sprint.
And so, it’s important to focus on every micro-conversion that leads up to the final purchase.
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.
Pro Tip: Use Crazy Egg to track user behavior and tailor the on-site experience.
Understand these insights and use the data to improve your NPS and CSAT scores.
This signals how happy your customers are and whether they will revisit your store again.
19. Focus on resolving friction points
Speed is the one thing that drives conversions on any Shopify store.
And we aren’t just talking about site speed.
It’s equally about how fast someone can fill a form, how quickly someone can checkout and how speedily someone can add or remove products.
If you’re trying to resolve your friction points to improve conversions, here are some areas to look into:
- Unclear banners with confusing CTAs
- Images that are not reflective of your brand and products
- Copy that is unable to persuade (be it in product descriptions or on the homepage)
- A long checkout process
- Zero optimization for mobile
- Lack of payment options
- Few signals of existing client and customer trust
20. Feature live chat on ALL high-intent pages
43% people claim that they would rather access support over live chat than other forms of support like email and phone.
Take this as the starting point to bring in the chat feature across all the high-intent pages on your website - the homepage, the category pages, the product pages and the checkout page.
Consider bringing live chat on your landing pages as well.
There are a number of Shopify-specific apps that can help you with fine-tuned features as well as analytics for improved customer insights.
There’s more where that came from. Check out 11 brilliant ways to get More micro-conversions (Updated 2022)
21. Review your Shopify store settings
18% of shoppers abandon carts due to a long and complicated checkout process.
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.
To start with, revisit your Shopify store settings.
There could be line items like “customer can checkout only using email”, which make the checkout process complicated.
Pro Tip: Use Instant Checkout to make the process super easy.
The app lets you add animated ‘Buy It Now’ buttons that lead the visitor directly to the checkout page.
22. Reduce the overall number of steps involved
Have no more than 4 to 6 steps with as few form fields as possible.
You can also decrease the number of form fields.
It’s best to include only the important ones: the ones you absolutely cannot miss.
The sweet spot here is between 3 and 5 fields.
23. Enable one-page checkout
Simply enabling a one-page checkout can make a difference of as much as 21.8%.
It’s faster, easier, and more convenient. It allows customers to quickly review their information without having to navigate between pages.
Here’s how Threadless uses a cool one-page checkout:
24. Enable visitors to check out using PayPal
For a majority of users, services like PayPal allow them to make several purchases through a single account.
That offers data security, convenience, and ease of use.
And it works wonderfully for eCommerce businesses too.
Here’s how Crate&Barrel offers express checkout through PayPal, MasterPass, and AMEX:
25. Add a progress bar
When you have multiple steps or pages for your checkout process, a progress bar goes a long way.
It informs customers about what step they are at and how long it’ll take to finish.
Here’s what a standard Responsive Checkout Progress Bar looks like:
26. Allow adding/removing products at this stage
For most customers, hitting the back button to go to the cart page seems daunting.
From a progress point of view, this is perceived as regressing on a path.
So, many shoppers would just abandon their cart if they find their cart needs updating and no options exist on the checkout page.
To avoid this, you can do two things:
- Ensure the quantity of the products in the cart can be updated
- Ensure there’s a ‘continue shopping’ link that offers the choice of adding newer products to the cart
27. Test new checkout page features on fresh customers
It’s natural for a business to feel the temptation to offer new and updated website features to loyal customers.
However, it’s been observed that loyalists prefer your website a certain way and would convert less if they were suddenly to find new features.
Because, well, human beings are naturally drawn to what’s familiar.
One way out of this is to test both your old website features and new upgrades on fresh customers.
Do this before you expose existing customers to changes they are not anticipating.
Interested? Check out 20 effortless Shopify checkout page customizations that increase sales
28. Find the right balance of elements
Pop-ups are a great way to engage your audience (and get them excited), but they can come across as ‘pushy’ if they’re not used well.
When it comes to pop-ups, three things are crucial: Intent + Content + Offer.
When these are aligned, a pop-up can be a thing of beauty.
Here’s an example from fashion brand, Old Navy.
Pro Tip: CRO360 is a full-service platform that helps you build key conversion pathways, optimize pop-ups, and enjoy accelerated growth.
29. Highlight ONE feature to focus on
It’s important not to overwhelm the 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.
Instead, you want to limit the pop-up to one thought.
Globe.In uses this pop-up to only address one thing: an abandoned cart. See how much more effective it is?
30. Write copy that inspires the next step
Your copy needs to entice the visitor by capturing their attention with something that is of their interest.
Use trigger words that prompt users to take action immediately.
Words like now, get, free, buy have been observed to bring in higher conversions.
For example, the following pop-up from Long's uses compelling copy to build an exclusive experience and create curiosity in the customer.
31. Drive real action through your CTAs
CTAs are the most literal drivers of the conversion game.
The more compelling they are, the more likely a user will convert.
Sometimes, you don’t even need to use triggers to create a persuasion.
A stellar CTA does the trick. Here’s how you can optimize your CTAs:
- Use striking colors. Colors like orange, blue, red, and green go a long way.
- Make them big and prominent. You can’t click on something you can’t immediately spot.
- Make them as specific as you can. Customers are more likely to take action when they know exactly what needs to be done,
- Use actionable and purposeful words. Also, use first and second-person terms with discretion. Both help to create an exciting conversation with your audience.
For example, Diamond Candles uses its secondary CTA to encourage customers who’re leaving to take a second thought.
32. Make use of relevant Shopify exit intent pop-up apps
There’s a whole lot of different ways in which you can create Shopify exit-intent pop-ups.
Your primary intent behind creating a pop-up will decide what kind of Shopify pop-up app can help you effectively.
Here are a few we would recommend:
- Cart Abandonment Protector: This app is meant to bring back attention to the cart. From creating and animating custom text to choosing badge shape and animation, this app enables a fully customizable experience.
- Exit intent Pop ups: This app requires no extensive coding and development skills and allows integration with other well-known apps like Klaviyo, Campaign Monitor and MailChimp. Its statistics panel also makes it possible to A/B test and find out which offers are working better and why.
- Seguno: This app has been built exclusively for Shopify and features a massive library of email templates. Alongside, it includes features such as automation triggers upon purchase and countdown timers to create urgency.
- SmashPops: This is an app that helps businesses offer gamified yet valuable pop-ups. It comes with 5 game templates and includes a number of advanced features like one-time coupon generation and coupon reminder bar.
- Make an Offer: This is an app that helps you convert reluctant window shoppers. It offers control to the shopper by enabling them to “make an offer” if they don’t like the price you’re quoting. It offers analytics to help businesses improve their price points.
Read on for actionable insights: 18 ways to make Shopify popups less annoying (+ examples)
33. Bring out your brand’s personality
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.
And this makes it necessary for you to have a DISTINCT PERSONALITY.
Think of 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.
34. Highlight what your brand stands for
Online transactions have brought a whole new meaning to the buyer-seller relationship.
As a business, you’ll have to go beyond selling great products to keep the buyer engaged.
According to a Stackla report, 88% consumers buy because they find a brand more authentic.
So, make it imperative to talk about what your Shopify store truly stands for.
Taylor Stitch is a great example in this regard.
The clothing brand roots for sustainability and talks about it upfront so that customers come to know about it.
35. Communicate with a consistent tone and voice
Think of it this way:
Your brand is just like a person who needs to be known for its personality, its vision & mission, its values and how these are translated into creation of new products, fresh offers and ample support for the customer.
For your Shopify store, you need to come up with a distinctive tone and voice that will be consistently used across channels, mediums and pieces of communication.
Just like Hiut Denim does. (This is a snapshot of them coming up as result on Google - and this is the sentiment - “do one thing well” - they consistently carry in their communication).
36. Build an authentic narrative with your ‘About Us’ page
Set up an About Us page and use it as an opportunity to build trust, differentiate your business from competitors, and create reassurances.
Here are some ways you can do that:
- Offer transparency about your company and the way it functions.
- Talk about the problems you solve and why it means so much to you.
- Feature client and customer testimonials to show work you’ve already done.
- Highlight the values of your brand and how they inspire give-and-take.
- Highlight the human side of your business by featuring your team and the difference they make.
For an example, here’s the About Us page of Beatific.
Pro Tip: Use PageFly for an easily customizable design
37. Bring out more nuances about your products
Bring in the tech edge to do this.
Add in custom sections to your product pages for more depth and get as creative (and in-depth) as you like.
Think product making, product benefits, product demos, and more.
Pro Tip: Builder.io is a great tool to add sections to pre-existing pages hassle-free.
Hey, have you seen this? 20 best product page design examples in 2022 (+ expert advice)
38. Incorporate Augmented Reality
Augmented reality, virtual technology, etc. are phenomenal ways to bring immersive experiences to the digital realm.
Can you imagine how much value it would drive if your customers could actually experience your products?
Picture this: Using Augmented Reality to give customers a lifelike feel of your products.
That’s exactly what DesignCrew does. Pretty sweet!
39. Use Videos to break through
Video is an important tool to reach out to your customers.
It can be a great way to boost sales and build trust among them.
But as with most other promotional tools, the video must get the basics right to truly benefit your brand.
It all comes down to one thing: building an experience. When your video is so good you can experience the brand, you know you’ve got it.
Logitech offers a great example with this video:
You can also 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 like Headphone Zone does here.
Similarly, you can use videos on your product page to give visitors a perspective or a look and feel of the product.
Want more inspiration? Check out eCommerce product videos: 30 brand examples to learn from
40. Create more precisely personalized offers and recommendations
Most customers keep returning to your Shopify store because they’ve had a valuable experience before.
And in today’s eCommerce climate, this has a lot to do with personalization.
To engage customers more deftly, offer up recommendations and deals that they’d create for themselves if they had a way.
Make use of the homepage, the collection pages and the product detail pages to do this.
- Browsing history
- Fresh products based on browsing behavior
- A combination of offers and recommended products
- Bestsellers based on location
- Your brand’s USP in the recommendations you offer through retargeting
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 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 is 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.
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 to 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.