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.
8 tried & tested ways to improve your Shopify conversion rate
1. Set up lots of micro-conversions
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.
a) Make your email opt-ins super compelling
This is a two-way street. 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.
A great incentive would definitely tick their boxes. Follow it up with incredible copy & design, and you’re set.
Here’s how Pinup Girl does that:
b) 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:
c) 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.
There’s more where that came from. Check out 11 brilliant ways to get More micro-conversions (Updated 2022)
2. Make Checkout a breeze
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.
If the conversion rate of your Shopify checkout page has been hovering over the lower end of the spectrum, consider implementing the following optimizations.
They’re all fairly easy to adopt and can be developed by changing your Shopify store settings.
Pro Tip: Use Instant Checkout to make the process even simpler.
The app lets you add animated ‘Buy It Now’ buttons that lead the visitor directly to the checkout page.
a) 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.
b) 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:
c) 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:
d) 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 where they are and how long it’ll take for them to finish.
Here’s what a standard Responsive Checkout Progress Bar looks like:
Interested? Check out 20 effortless Shopify checkout page customizations that increase sales
HEY! HERE'S A QUICK VIDEO WITH 5 BRILLIANT EXAMPLES (& WHY THEY WORK):
3. Use Pop-Ups that get you one foot in the door
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, it’s a thing of beauty.
Pro Tip: CRO360 is a full-service platform that helps you build key conversion pathways, optimize pop-ups, and enjoy accelerated growth.
a) Be single-minded
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?
b) 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 immediately take action. Stuff like now, get, free, buy have been seen to bring higher conversions.
For example, this pop-up from Longs uses compelling copy to build an exclusive experience and create a sense of desire in the customer.
c) Be mindful with your CTAs
CTAs drive the 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 action words as well as first and second-person terms. Hold an exciting conversation with your audience.
For example, Diamond Candles uses its CTA to encourage exiting customers to take a second thought. For all you know, they may end up changing their mind.
4. Find what makes you Unique
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 your brand experience to the promise, craft it to tug at the shopper’s heart or mind.
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.
A few ways to do this include:
a) Be VERY selective about your CSR
Be sure of who you are and what you believe in, and use that to your advantage with marketing, sales, and even just brand building.
Something that has really been gaining traction is cause marketing. Consumers are all for it and even want to see brands taking more initiative and aligning themselves with the new-age ideas for a better tomorrow.
Patagonia is a brand known for its CSR activities and they have been able to gain a loyal custome rbase with it as well.
They use each touch point as an opportunity to remind their customers of the work they do.
b) Build an authentic narrative with your ‘About Us’ page
Set up an About Us page and use it as an opportunity to build trust, win over competition, and create reassurances.
Here are some ways you can do that:
- Offer a transparent look into your company and the way it functions.
- Talk about the problem you solve and why it means so much to you.
- Be generous with social proof.
- Showcase the values of your brand, as well as the people behind it.
- Highlight the human side of your business with creative BTS content.
Take into consideration the About Us page of Beatific. It goes beyond the team to talk about their mission and what they’re doing to achieve it.
Pro Tip: Use PageFly for an easily customizable design
c) Use smart tech for an edge
Bring your own special touch to the website.
Add in custom sections to your product pages for more depth and get as creative as you’d like.
Think product making, product benefits, product demos, and more.
Check out how Nudie Jeans uses AR to offer an immersive experience with its products.
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)
5. Turn on smart Search
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, you might be losing out on a considerable chunk of your revenue.
A good tip is to 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?
No matter the issue, your website can always benefit from improving your search capabilities.
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.
a) 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.
b) Offer alternative suggestions
Even if there are no products that match the search query, it is best to return similar products based on what the customer entered.
c) 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 to it basis the industry.
For eg, a “Primer” from Sephora.
d) 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 variant for the locale they’re in. For example, what Americans call jeans, the British may call pants.
You can also use SEO keywords like ASOS does here:
Hey, you’ll love this: eCommerce site search: 18 improvements that prevent drop-offs (+ actual examples)
6. Ensure your Navigation is free-flowing
a) Prioritize functionality
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.
Bam. Deal done. In two scrolls, they can get to where they’re going.
That’s how important smart navigation is.
Remember: the objective is not to impress users with smart tactics. It’s to help them check out.
Design your website navigation in such a way that it helps them meet that end.
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.
b) 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.
- It’s best to develop the major categories into landing pages. Helps with SEO too!
- Implement breadcrumb navigation wherever possible.
c) Use smart categories that chart out the buyer's journey
In the eCommerce world, site navigation is like a mall plan. It’s integral to make this as simple as possible.
You can also 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 great ways to do that 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
7. Ensure your website runs smoothly
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.
Pro Tip: Use the Shopify app Conversific to simplify data, develop insights, and set benchmarks.
Here’s how you can get started:
a) 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.
Here’s how the CEO of Man Crates leveraged video content to build a more meaningful bond with the audience and hence drive conversions:
b) Go beyond the 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.
Keep Reading: 20 UX principles for higher conversions (Updated 2022)
8. Get creative with rich-media content
There’s always been a long-standing debate between online shopping and an in-store experience.
And while the eCommerce world does come with its own thrills, there is one thing in-store shopping wins on: the experience.
Often, eCommerce tends to lack that human touch and does not adequately offer interpersonal connections.
Luckily, there are ways to make that happen.
a) Maybe try 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!
b) 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? Check out eCommerce product videos: 30 brand examples to learn from
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.