Shopify Marketing

How do I boost my shopify conversion rate? (8 effortless strategies)

The difference between the top 20 and bottom 20 Shopify stores? Conversion rate optimization. Here’s how you can nail that.

How do I boost my shopify conversion rate? (8 effortless strategies)

Littledata surveyed 3384 Shopify stores in March 2022. The aim was to understand the average conversion rate.

Can you guess what that was?

1.5%.

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:

Pinup Girl email opt-ins

b) Encourage them to visit more 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:

The Perfume Shop navigation

c) Win ‘em over with GREAT video content

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, 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:

There’s more where that came from. Check out 11 brilliant ways to get More micro-conversions (Updated 2022)

2. Use your value proposition to build a connection

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. 

Apple value proposition

A few ways to do this include:

a) Build your ideals

Clearly define your brand and who you are a business as well as the people behind it.

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 ideals for a better tomorrow.

Patagonia is a brand known for its CSR activities and they have been able to gain a loyal customerbase with it as well.

They use each touch point as an opportunity to reminder their customers of the work they do.

Patagonia CSR nudge

b) Share your brand story

Set up an about us page and use it as an opportunity to introduce the people running the show.

You can also collect BTS content and use that to break through to the human side of business.

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.

Building a brand story
Pro Tip: Use PageFly for an easily customizable design

c) Bring in the custom

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.

Using AI for eCommerce
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)

3. Use pop-ups that move the audience

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) Write aspirational copy

Your copy needs to entice the visitor by capturing their attention with something that is of their interest. 

For example, this pop-up from Longs uses compelling copy to build an exclusive experience and create a sense of desire in the customer.

Smart copy for pop-ups

b) Use a strong Call-To-Action

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.

For example, Diamond Candles uses their CTA to encourage exiting customers to take a second thought. For all you know, they may end up changing their mind.

Using CTAs well

c) Personalize the pop-up

There’s a strong chance that your brand targets several types of customers. 

In such a case, it’s important to draw a distinction and personalize the experience for each one.

For example, if you sell to both B2C and B2B markets, ensure your popups have a different message tailored to that audience.

Personalize the pop-up
Source

d) 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.

example of a popup with too many offers

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?

One pop-up, one message
Keep Reading: 18 ways to make Shopify popups less annoying (+ examples)

4. 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.

checkout page changes on shopify settings
Pro Tip: Use Instant Checkout to make the process even simpler.

The app lets you add animated ‘Buy It Now’ buttons that leads 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.

4 - 6 steps in checkout

b) 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.

3 - 5 fields for forms

c) 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:

Threadless one-page checkout

d) 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:

Crate&Barrel PayPal checkout

e) 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:

Responsive checkout progress bar
Want to continue reading? Check out 20 effortless Shopify checkout page customizations that increase sales

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.

Pro Tip: Use Searchanise or Product Filter & Search.

Both tools come with capabilities to hande 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.

Hey, you’ll love this: eCommerce site search: 18 improvements that prevent drop-offs (+ actual examples)

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.

Regulate typos in Search

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.

Use search well with alternative suggestions

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.

How Sephora builds on customer lingo

d) Correlate search terms with product names

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. 

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:

How ASOS uses SEO keywords in products

6. Leverage data & optimize the experience

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.

Pro Tip: Use the Shopify app Conversific to simplify data, develop insights, and set benchmarks.

Here’s how you can get started:

a) Check for bounce rates

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) Bring in 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.

For example, if you notice that a CTA gets a lot of clicks but is not clickable, you may want to hyperlink it and drive traffic to a relevant resource.

Here’s how Grey Goose uses their CTA to drive traffic to its product offerings.

Using heatmaps for eCommerce

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.

Here’s how Chewy does that:

Using navigation for eCommerce
Want to know more? Check out 11 navigation changes (across the funnel) to improve conversions

d) Make search intuitive

For a majority of high-intent customers, the website Search is key to finding what they need.

The reason is simple. They’re not there to explore, they know exactly what they want.

So, it’s important to include a powerful search and product filtering option that reduces the need to scroll through endless results unproductively.

The faster they can find their desired object, the more likely they are to convert.

Pro Tip: Include rich-content search results.

Here’s how AO Retails does that:

Make Search more resourceful

7. 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) Videos that drive a connect

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.

headphone zone example of product video

Similarly, you can use videos on your product page to give visitors a perspective or a look and feel of the product. 

crate and barrel example of product video
Pro Tip: EasyVideo and POWR YouTube+ Vimeo Slider are a great option for embedding videos across different pages of your store.
b) Build a digital experience with Augmented Reality

Augmented reality, virtual technology, etc. are a phenomenal way 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!

Using augmented reality

Above all, remember. You need to know where you stand before you can work on improving upon something.

How do you do that? By measuring metrics.

CC Ebook Banner

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: 

Google Analytics

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 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

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. 

Facebook Pixel

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. 

You can get a step-by-step guide on tracking pixels here.

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.

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