19 Simple Ways To Instantly Increase Your Shopify Store Conversion Rate
There are a lot of ways to increase your Shopify store conversion rate.
As if building a successful store wasn´t hard enough, some people make it even more difficult to understand that you end up getting overwhelmed and implement nothing.
Isn´t that true?
But rest assure. We´re here to make things simple for you.
I´ll give you my best tips on how to instantly increase your Shopify store conversion rate. These are proven tactics that 7, 8, and even 9 figure stores are made of.
That being said, let´s start optimizing and get you more “Benjamins.“
- What Is Store Conversion Rate Optimization?
- Introducing 19 Ways To Increase Your Shopify Store Conversion Rate
- #1 – Get Clear On Your Avatar
- #2 – Identify What Makes You Different
- #3 – Use Video To Showcase Your Products
- #4 – Think Mobile First
- #5 – Faster Page Load Times
- #6 – Social Proof But Not Too Much
- #7 – Choose The Right Theme
- #8 – CTAs That Stand Out
- #9 – Make An Offer Instead
- #10 – Cross-Device Shopping
- #11 – People Want To Talk To Humans
- #12 – Optimized High-Quality Photos
- #13 – Benefit Driven Headlines
- #14 – Set The Right KPIs
- #15 – Improve Site Search
- #16 – Add Persuasion Triggers
- #17 – Selection Filters
- #18 – Exit Intent Popups
- #19 – Payment Options
- Higher Conversion Rate = More Freedom
What Is Store Conversion Rate Optimization?
The term conversion rate optimization is thrown around quite often by marketers.
But I´d bet that most don´t actually know what it means. So, let´s clarify this once and for all.
Store conversion rate optimization is the process of increasing the percentage of store visitors that make a purchase. As simple as that!
A lot of times, people confuse conversion rate optimization (CRO) with landing page optimization (LPO). It´s quite normal because they´re similar.
While the first is optimization that happens site-wide, the latter focus on optimizing a specific page on your store.
Either way, this is something you should do on a regular basis since the internet world keeps evolving…
… and you probably don´t want to get left behind.
Introducing 19 Ways To Increase Your Shopify Store Conversion Rate
Now that you understand what store CRO is and its importance, let dive into the practical ways to increase your Shopify store conversion rate.
Some of these tactics will be easier to implement than others and they will work best when applied together.
You want to give yourself as many chances of success as possible, so make an effort to try to follow as many of these tactics as possible.
#1 – Get Clear On Your Avatar
More business fails because of their poor offering than anything else.
The underlying issue is the entrepreneur`s inability to understand his audience and what they really need and want.
Start by understanding your customers, who you´re serving.
Getting clear on your ideal customer or avatar starts with you identifying these:
- what does their average day look like?
- their pain points and desires
- their needs and wants
- what can prevent them from buying your product?
- who else is trying to sell the same product to them?
You don´t need to be a rocket scientist to get a clear answer to all the bullet points. Interview your customers on the phone, send out email surveys, or model what´s already working for your competitors.
#2 – Identify What Makes You Different
You´ve probably heard this a million times.
But in the cut-throat eCommerce world we live in, you cannot blend in.
Ask yourself: “what is it that makes people buy from my Shopify store instead of my competitors`?”
Do you have free shipping and they don´t, do you have coupons or quick delivery?
Again, this comes down to model what your most successful competitors are doing and adding your own unique twist.
Take a look at Peepers´ value proposition…
Start by listing down what makes you unique in these categories:
- website experience
- customer care
Once you have the answers, you can display them in your store. “Free Shipping Over $50”, “New Customer Welcome Discount” or “Instant, 24/7 Customer Support.”
#3 – Use Video To Showcase Your Products
Many eCommerce brands make the mistake of just showcasing images of their products, which is ok…
… if you want to have an average store.
Remember that it´s harder to see how a product will look on us online vs on a physical store when you actually try it.
What the frames brand Peepers brilliantly does here might not apply to your specific product.
However, there´s always a use for video.
Think of ways to incorporate video in your product pages.
According to Wyzowl, 33% of people prefer to learn about products by watching a video. No video on your Shopify store product pages means you´re potentially losing one-third of your visitors.
Video marketing is the future, embrace it.
Countless other studies have shown that video increases the average session time on site, which leads to more conversions.
Another trick is to upload videos to your YouTube channel showcasing your best-selling products and link to the product pages.
Consider using a tool like VidIQ to boost your YouTube marketing efforts and rank your product videos faster.
#4 – Think Mobile First
According to techjury, 67% of all eCommerce happens on mobile.
This should come as no surprise if you look at your own behavior as an online shopper. Most of your shopping is probably done on your smartphone.
The problem arises when you want to shop on your smartphone but the store experience is so bad on mobile you have to jump on your desktop to complete the transaction.
Or even worst…
Swear you never visit that store ever again!
In fact, ThinkwithGoogle states that people who´ve had a negative experience on mobile are 62% less likely to purchase from that brand in the future.
Do yourself a favor and get a Shopify theme that works as well on mobile as it does on tablet and desktop.
#5 – Faster Page Load Times
This one goes hand and hand with mobile experience.
I´m pretty sure most of my bad shopping experiences came from stores taking forever to load.
Impatient as I am, that doesn´t work in their favor.
ThinkwithGoogle reports that as page load time goes from 1 second to 3 seconds, the probability of bounce increases 32%. Additionally, 53% of visitors will abandon your website if it takes more than 3 seconds to load.
As you can imagine, “it´s all downhill” from there.
Don´t freak out if you go to Pingdom right now to check your Shopify store´s page speed and you find it takes more than 3 seconds to load.
It can be fixed, with the right theme.
#6 – Social Proof But Not Too Much
You can compare two Shopify stores, same product, same theme, same copy. One has reviews below the product and one has not.
Guarantee the one with reviews will convert better, even if it doesn´t have any reviews, just the review feature.
Crazy, isn’t it?
Something happens in our subconscious mind when we see those stars. All of a sudden trust goes up and conversion rates follow.
If your Shopify theme doesn´t have the reviews feature, you´re missing out on a huge opportunity to increase your store conversion rates.
Also, and this might put a smile on your face, a big quantity of reviews doesn´t necessarily mean people will trust that brand or product.
According to Oberlo, products with between 11 and 50 reviews project a higher sense of trust amongst consumers. About 4% of consumers feel they can trust products that have between 501 and 1,000 reviews.
You don´t need piles of reviews to get your conversion rate up.
#7 – Choose The Right Theme
Shopify gives you over 100 themes to choose from. It can get overwhelming.
Plus, if you´ve been running with a theme for a while and it´s not converting as well as you´d like to, there´s always the risk of installing another one of their themes that´s actually gonna perform worst.
An alternative solution to this is finding a third party theme.
For example, Debutify is a high converting Shopify theme that can be instantly plugged into your store with all the add ons you´ll ever need to maximize your revenue.
The best part is with Debutify you can get rid of all those expensive apps and actually have a theme that loads faster with less code.
They give you the option to start a 14 day free trial and enjoy all their highest converting features.
But of course, as with anything, do your own due diligence to find out what theme best suits your particular needs. Not all themes are created equal!
#8 – CTAs That Stand Out
People are tired of seeing the same boring calls to action like “buy” or “order.”
PrettyLittleThing is a women´s clothing store with attitude. You can feel they´re different from every other store you´ve visited.
They use a lot of persuasive triggers or “sales boosters” we´ll talk about later.
Try to get creative here, brainstorm different CTAs you can have not just on the product pages but on your popups as well.
- Boring: “subscribe now”
- Creative: “yes, let me in”
- Boring: “buy now”
- Creative: “yes, add to my bag”
- Boring: “order”
- Creative: “add to my cart – save 25%”
What you want to do here is create a feeling of ownership in your prospects´ minds even before they decide to purchase. This is very powerful.
Another thing that helps is mimicking your visitor´s offline experience online. “Add to bag” sounds really good because that´s what we use when we shop in physical stores.
Again, remember what this is about?
Yes, increasing conversion rates… and you do that by being different.
#9 – Make An Offer Instead
A lot of entrepreneurs think their product is an offer. That couldn´t be further from the truth.
Let me explain.
Your product is a commodity much like the iPhone you probably own. An offer is the iPhone, plus other value-add components, almost like a bundle.
One of my favorite beauty brands PMD pulls this off so eloquently with their “Kiss Lip Plumping System.”
The word “system” caught my attention, by the way.
Then they offer you:
- PMD Kiss
- Kissfoliator™ & Kisser Tips
- .17 mL Lip Serum
- 2 hydrakiss™ Lip Sheet Masks
By mixing the main product with other products that complement it, they give you an irresistible offer.
Now, it´s a “gotta have it” kind of thing. Think about how you can model their offering, charge more and provide more value to your customers.
#10 – Cross-Device Shopping
Another way to increase your Shopify store conversion rate is to have the same seamless shopping experience across all devices.
According to Kinsta, 85% of customers start a purchase on one device and finish it on another.
I´d say that some percentage of these people have no choice because they´re searching for the device with the best shopping experience.
Nevertheless, it´s something you need to be aware of, as a store owner.
Your customers might start their research on mobile and end up purchasing on desktop and leaving a review from their tablet.
Online shopping these days is very dynamic, so should be your Shopify theme.
#11 – People Want To Talk To Humans
In our day and age, it´s popular for Shopify store owners to just place a bot chat icon on their website and create all these clever automations.
I´m not against that but I think there´s a better way to serve your customers.
Instead of a bot, why not pay a human being to answer your customer´s most pressing questions on the spot, ideally 24/7. It will be worth the investment, I promise you.
HelpCrunch is by far one of the best “value for your money” live chat solutions out there. Tons of customization and built for eCommerce.
People are tired of chatbots, they want meaningful connections with other human beings.
More than that, they want someone who can actually answer their questions, no matter how stupid they might be.
Stop the bot and bring the human into your customer´s shopping experience.
#12 – Optimized High-Quality Photos
Poor quality photos not only decrease trust amongst your buyers but they also hurt your brand´s reputation.
Not to mention that low quality images fail to showcase the products´ details.
According to Justuno, 93% of consumers consider visual content to be the key deciding factor in a purchasing decision. Mind-blowing stat!
Imagine how much revenue having poor images is costing you.
Invest in high-quality photos, they can the difference between a bounced user and a lifetime customer.
Neil Patel recommends JPEG images since they provide a good mix of quality and size which impacts site load time, not to mention this file type can be used for many different colors.
You might want to stay away from PNG or GIF images, these are bigger file sizes and can really down your store, if used too much.
#13 – Benefit Driven Headlines
You´ve read that visual content is a big part of running a successful Shopify store.
Visual content includes words as well or copy, in marketing terms. You can´t just slap any product description on your page and expect it to do the selling.
Put some thought into it. Don´t get lazy!
Again, you need to be creative here and come up with a different way to hook your visitors in.
Little Baby Paws does this really well, using the Debutify theme we mentioned earlier, on their best-selling product page.
If you visit their website, you´ll see they focus on rich content, not just for SEO purposes but also to build the value of the product they´re showcasing.
At the end of the day, you´re not selling a product. You´re selling an experience.
The better your content on the product page, the more chances you have of getting your prospects to experience your product/offer.
#14 – Set The Right KPIs
As a brand owner, you must have your main KPIs (key performance indicators) well defined. “What is that exactly?” – you might be wondering.
KPIs are essentially benchmarks. In other words, metrics that you track to determine your store´s success and growth.
Here are some of the metrics you can consider:
- session length
- new users
- bounce rate
- site searches
- adds to cart
- newsletter subscribers
- conversion rate
Depending on your company size, the metrics you consider will vary and you´ll prioritize them in order of importance for your unique business.
Getting clear on the main metrics you want to track is critical because you can narrow down your focus and put your efforts into improving those that have the most impact on your online store.
#15 – Improve Site Search
I can´t tell you how many times I´ve bounced back from an online store because their search functionality sucked.
Studies from Econsultancy have shown that visitors who use on-site search are 1.8 times more likely to convert and can generate as much as 13% to 40% of a store’s overall revenue.
People who use the search bar have clearly demonstrated intent.
The women´s fashion brand, Fashion Nova shows us what a great on-site search experience looks like…
There are a couple of things you can do to improve your store´s search experience:
- have error tolerance to misspellings (happens more frequently on mobile)
- autocomplete feature for better suggestions (similar to Google search)
- detect keyword close variants (synonymous that mean the same thing, for example, “jacket” and “coat”)
- display product images instead of just the product name
Since intent is the key ingredient for someone to buy something, you can´t afford to have a poor or even average site search experience.
#16 – Add Persuasion Triggers
These triggers come in the form of add-ons that due to their persuasive nature, influence your visitors to purchase your products.
- cart countdown
- sales pop
- sales countdown
- trust badge
- up-sell pop up
- wish list
- cart goals
- delivery time
- product tabs
- quick view
- smart search
- sticky add to cart
- and many more…
… when combined, can massively increase your Shopify store conversion rate.
You can spend hundreds on third-party add-ons that will most likely slow down your site or you can get 30+ “sales boosters” inside Debutify at no extra cost, with their Master plan.
Only a small group of store owners are actually using these triggers because it´s not common to have them straight out of the box with normal Shopify themes.
With the Debutify theme you can gain a huge competitive advantage.
#17 – Selection Filters
You´ll notice the ecommerce stores with the best user experience all have one thing in common…
… selection filters.
Their purpose is to make it easier and faster for the user to find what he´s looking for. Consumers are impatient and demanding these days, they want to find exactly what they are looking for and fast.
So, you have to provide the exact experience they want.
Filters can be segmented by brand, product, size, color, etc, depending on what you´re selling.
You´ve noticed this yourself, right?
It´s so much easier to find what we´re looking for with these filters. This is another great way to increase your store conversion rate.
#18 – Exit Intent Popups
How simple can it get with exit popups?
If your store doesn´t have one, guarantee you´re losing revenue.
There are many types of popups, however, exit-intent popups are one of the most powerful, especially when they´re personalized.
What I mean by personalized is triggering a popup based on the page/product your visitor is seeing or action they haven´t completed.
A lot of times, we see eCommerce stores using the same popup everywhere.
That´s a mistake!
The real value is in, for example, showing a discount when somebody has just seen a product they´re interested in but for some reason decided to leave the store.
Now it becomes a next-level experience that you´ll rarely see on an ecommerce store.
Hello Bar is a famous popup builder that allows you to show relevant offers based on the pages your visitors land on. You can create a popup within minutes and instantly increase your Shopify store conversion rates.
#19 – Payment Options
This is another must-have if you want to increase conversion rates.
It serves mainly as a trust builder.
Again, I get frustrated every time I land on an eCommerce site and have to search for the accepted payment methods only to find none and hit the back button. You´ve probably experienced the same thing.
If you only accept one or two payment methods, consider offering more options for people to pay. Remember that not everybody uses Visa, Amex, or PayPal, for example.
Once you do accept the most popular payment options, it is a simple as displaying these below the add to cart or CTA button.
Last thing you want is having a frustrated visitor that could´ve and wanted to buy but didn´t because your site didn´t have anything mentioning Visa.
Make it easier for people to purchase from you.
Higher Conversion Rate = More Freedom
Let´s face it…
At the end of the day, you´re not really looking for higher conversion rates, are you?
A higher store conversion rate is a vehicle for more revenue, which in turn can give you more freedom.
When you start looking at it from this perspective, you´ll understand how vital increasing your conversion rate really is.
It is an ongoing process, CRO doesn´t stop, it rewards those who keep testing and improving.
We´d love to hear from you…
Which of these ways are going to try first?
Pedro is the founder of Advertongue, a performance-based digital advertising agency. He is a paid media strategist for high-growth companies and experts all over the world, with over a million dollars in managed ad spend. You might have seen his content on sites such as Funnel Magazine, G2, Content Marketing Institute, or FitSmallBusiness, to name a few.