Conversion rates play a vital role in the success of any Shopify store. They represent the percentage of website visitors who take a desired action, such as making a purchase or subscribing to a newsletter.
Website visitors who turn into customers are essential to the profitability of your business. While there is no single strategy that will flood your store with sales overnight, there are some tried-and-tested conversion rate optimisation (CRO) strategies that can help you boost your Shopify store's performance and drive more sales. So, grab a cup of coffee and get ready to optimise your way to success.
13 of the Best Ways to Increase Shopify Conversions
1. Highlight the Product Benefits
When visitors land on your Shopify store, it's crucial that your product benefits are crystal clear to them. Many sellers make the mistake of focusing only on features instead of emphasising how your products can solve a problem or enhance their lives.
Use persuasive and engaging copy that resonates with your target audience, addressing their pain points, hopes, and dreams. This is your only chance to convince them they simply cannot live without your product so make your product page count! By highlighting the benefits, you create a stronger emotional connection and increase the likelihood of making a sale.
Take the below example of Jadons, a plant-based supplement store, with some of their best-selling products being hypoallergenic baby formula and cereals. Below, you can immediately see the product benefits as you land on a product page:
For more detailed product page optimisation tips, be sure to replay our webinar or read through the summary on our blog.
2. Streamline the Checkout Process
Streamlining your checkout process is essential to reducing friction and making it as seamless as possible to make a purchase. You know how frustrating it is when all you want to do is check out yet it feels like you’ve got to give a DNA sample to complete checkout. In fact, Hotjar reported that up to 17% of shoppers abandon their carts because of a lengthy checkout process. The same report stated that 24% of shoppers are deterred by having to create an account at checkout.
So what does this tell us? Life is busy, people are busy, and in a fast-paced society, everything needs to be fast and efficient. Many people are shopping during their lunch breaks or before bed, so if your checkout is longer than the Black Friday queue at Tesco, you can bet your bottom dollar they’ll be moving on to a competitor’s site.
Improve your checkout process by simplifying the steps and eliminating unnecessary required fields. Remove distractions like newsletter opt-ins or social media links, highlighting your checkout CTA instead. It is worth noting, however, that Shopify has a really well-optimised standard checkout that will soon be even better with the roll-out of one-page checkout. Advanced checkout customisations are also only available to Shopify Plus customers and require coding knowledge of Shopify’s programming language, therefore you will need the help of a Shopify expert.
While of course, it’s ideal to have customers create an account that will help you build a long-term relationship with them, don’t force it. You can offer quick account creation after purchase or send an offer with a discount code if they create an account. Need help with improving your checkout? Chat with our Shopify development specialists.
3. Enhance User Experience
A smooth and enjoyable user experience is critical to increasing conversions. Optimise your Shopify store's speed and performance by compressing images, enabling caching, and minimising server response times.
Ensure your store is mobile-friendly, as more and more customers are shopping on their phones. Improve site navigation and search functionality through better category organisation to help users find what they're looking for effortlessly.
4. Harness the Power of Social Proof
People are more likely to make a purchase when they see others have had a positive experience. Incorporate social proof elements throughout your Shopify store to build trust and credibility. There are a few ways you can do this. One simple solution is adding a sales notification app, like Toastibar, to your store, which will be displayed as a pop-up that shows what other customers just bought. This creates a sense of urgency/FOMO to dramatically increase your conversions.
You can also integrate your social media feeds to showcase your following and engagement to demonstrate your brand's popularity.
5. Leverage Cross-Selling and Upselling
Increase your average order value (AOV) by implementing cross-selling and upselling techniques. You can strategically suggest related products or product bundles to customers as they browse. For example, if someone is looking at a blouse you can make intuitive recommendations for “frequently bought together” or “you might also like.” The Frequently Bought Together Shopify app is one of the most popular upselling apps, which offers AI-driven insights and the ability to create Amazon-like bundle deals that nudge those AOVs higher.
By presenting relevant and enticing options, you can encourage customers to spend more and boost conversions.
6. Hone in on Personalization
Personalization is the buzzword in eCommerce nowadays, especially with the development of cutting-edge AI-driven tools for merchants. You can tailor your Shopify store experience based on customer preferences and behaviour by using data-driven insights to deliver personalised recommendations, customised emails, and targeted offers.
Apps like Rebuy Personalisation Engine make it seamless to create highly personalised offers for your website visitors. Below is an example from Tentree, which uses the SmartCart feature to personalise the checkout experience for customers:
By making customers feel seen and understood, you create a sense of connection that drives conversions.
Beyond offering personalised content and messaging, you can also offer product personalisation. For example, our client’s TOPL Cup sell spill-proof coffee cups and wanted to extend their offering to enable customers to order personalised or branded mugs. We custom-coded a personalisation component that made it seamless for customers to place their orders through the website without any need for the manual back-and-forth. See the example below:
7. Include Useful, Shareable Content
Content that adds value to your customers' lives can significantly impact conversions. Create blog posts, videos or guides that provide helpful information related to your products. Shareable content not only attracts more visitors to your store by improving your Shopify SEO but also positions you as an authority in your industry. This, in turn, fosters trust and increases the likelihood of conversions.
8. Set Up Remarketing Campaigns
Don't let potential customers slip away! Set up remarketing campaigns to re-engage users who have shown interest but have yet to convert. This can be achieved through placing targeted ads on other websites (via Google Ads) or social media platforms (via Meta) to remind them about your products and incentivize them to return. By staying top-of-mind, you can recapture their attention and drive conversions.
This allows you to meet them exactly where they are in the sales funnel, with personalised messaging guiding them through each stage of the buying process, from awareness to conversion.
You could also set up email marketing automation flows in Klaviyo (or the email marketing software of your choosing) for abandoned cart recovery. Send personalised and persuasive emails to remind customers what they may have left in their carts and provide incentives to complete the purchase. Use engaging copy, compelling visuals, and limited-time offers to entice them back.
9. Eliminate Price Shock
High shipping costs or unexpected fees at checkout are one of the leading causes of abandoned carts. You can, however, minimise price shock by being transparent about costs upfront. Save customers time by showing the estimated shipping costs on the product page so they don’t start the checkout process only to have to abandon the purchase. You can contact experts in Shopify (like us!) to help you set this up.
When possible, consider offering free shipping or flat-rate shipping options as well as collections for local orders.
By removing any nasty surprises, you reduce barriers to converting and encourage customers to follow through with their purchases.
10. Offer Live Chat Support
Real-time customer support can be a game-changer for conversions. Implement a live chat feature via an app like Gorgias on your Shopify store to provide immediate assistance and address any concerns or questions. This personal touch helps build trust and gives customers the confidence they need to purchase. By being responsive and helpful to customers’ needs or concerns, you'll see an increase in conversions.
11. Add Trust Badges
Trust badges are visual indicators that instill confidence in your customers and alleviate doubt. You can display security badges, SSL certificates, and payment logos prominently on your Shopify store to reassure visitors that their information is safe and you can be trusted.
Additionally, highlight any awards, certifications, or partnerships that will establish credibility. For example, you can apply for the eCommerce Europe Trustmark badge to be displayed on your site. This lets customers know you are a compliant and trustworthy online merchant.
12. Collect Reviews
Customer reviews are powerful social proof that can sway potential buyers to convert or abandon ship. In a brick-and-mortar store, a sales associate would generally help with product queries or ease concerns. However, you don’t get to do that when your business is online so your reviews become your official salesperson for your Shopify store.
Encourage customers to leave reviews after making a purchase by offering incentives or sending well-timed follow-up emails. It should be very simple and easy for customers to leave a review. You could integrate plugins like Judge.me, TrustPilot, and other review apps for Shopify to display these reviews prominently on your product pages to showcase positive experiences and build trust.
13. A/B Testing Landing Pages and Content
A/B testing landing pages and ad creative should be at the top of your CRO strategy. Look, we get it: the thought of testing and tweaking may not sound fun, but trust us, it's the key to unlocking conversions. By running experiments and comparing different versions of your landing pages and ad creatives, you gain valuable insights into what resonates with your audience. So, if you want to dominate the eCommerce space, roll up your sleeves, embrace the uncertainty and start testing your way to a more profitable Shopify store.
Optimising your Shopify store for conversions is a continuous process that requires attention to detail and experimentation. By implementing these 13 CRO strategies, you can create a customer-centric shopping experience that drives sales and boosts your success. Remember, success doesn't come overnight, so be patient and persistent with your optimisation efforts.
Ok, that was a lot to take in! If you’re feeling a little frazzled or simply don’t have the time to make these changes yourself, let’s work together! We offer a specialised Shopify CRO service to help you tweak your site for optimal results.
Frequently Asked Questions
What Is A Good Conversion Rate For Shopify Store?
A good conversion rate for a Shopify store can vary depending on several factors, including the industry, target audience, product type, and the effectiveness of your marketing efforts.
While there is no one-size-fits-all answer, a general benchmark for a reasonable conversion rate for an eCommerce store is typically considered to be around 2% to 4%.
However, it's essential to note that conversion rates can significantly differ based on various factors. For instance, niche markets or luxury products might have lower conversion rates but higher average order values. On the other hand, stores in highly competitive markets or with more affordable products might aim for higher conversion rates.
It's crucial to establish realistic expectations based on your specific circumstances and continuously work towards optimising your conversion rate. Keep in mind that it's not just about achieving a specific number but also about improving your conversion rate consistently. Monitor your store's performance, analyse customer behaviour, and test different strategies to find what works best for your unique business.
Ultimately, the goal is to continuously refine and optimise your Shopify store's conversion rate to maximise your sales and business growth.
How Do I Fix Low Conversion Rate on Shopify?
To fix a low conversion rate on your Shopify store, consider implementing the following strategies:
Analyse website data: Use analytics tools to identify bottlenecks and areas for improvement in the conversion funnel.
Optimise product pages: Improve product descriptions, images, and pricing to make them more appealing and informative.
Simplify the checkout process: Streamline the steps required to complete a purchase and minimise any unnecessary form fields.
Improve site speed: Optimise your website's loading time to prevent potential customers from abandoning due to slow performance.
Enhance user experience: Make navigation intuitive, ensure mobile responsiveness, and provide clear calls to action.
Utilise social proof: Incorporate customer reviews, testimonials, and trust badges to build credibility and trust.
Personalise the shopping experience: Use targeted messaging and recommendations based on customer preferences and behaviour.
Offer incentives: Provide discounts, free shipping, or limited-time offers to encourage immediate action.
Implement abandoned cart recovery: Set up email marketing campaigns to remind and incentivize customers to complete their purchases.
Test and iterate: Continuously test different elements of your website, such as headlines, layouts, and calls to action to optimise conversions.
Invest in targeted marketing: Improve your targeting to reach the right audience and ensure your marketing efforts are aligned with your target market's interests and needs.
Provide excellent customer support: Offer live chat or chatbot assistance to promptly address customer inquiries or concerns.
Conduct A/B testing: Test different versions of landing pages, checkout flows, and promotional offers to identify the most effective approaches.
Leverage remarketing: Use retargeting ads to reach potential customers who have shown interest in your products but haven't converted yet.
By implementing these strategies and continuously monitoring and adjusting your approach, you can improve your conversion rate and drive more sales on your Shopify store.