HomeBlog7 Tips on How To Improve Conversions of Your Shopify Website

7 Tips on How To Improve Conversions of Your Shopify Website

Boost Shopify conversion rate

You need to increase conversions all the time to keep your ecommerce business performing. They aren’t the only metric that matters. Yet, they certainly make it to the top three. Higher conversion rates signal that your team does everything correctly. If conversions remain low for a long time, something’s not right with the strategy.

Conversion rates can provide insights into customer behavior, financial efficiency, and competitive tactics. Shopify store owners face numerous challenges when it comes to conversion growth. They can relate to a store’s technical aspects, user experience, brand perception, marketing efforts, and more.

Navigating these challenges can be complicated. In this article, we’ll share tips to help you ensure conversion growth. These actionable tips are based on our team’s experience supporting ecommerce merchants. You can use it as a basic roadmap to address and solve conversion-related problems.

#1 Conduct a conversion audit

How to improve the conversion rate on Shopify? Start with gathering the data. The average conversion rate for Shopify stores is 1.3%. A 3.2% would put a merchant among the top 20% of best-performing stores. Those with a 4.8% conversion rate on Shopify can reach the top 10%. Shopify suggests that a baseline of 2.5% is a good place to start.

Analyzing current conversion rates

A conversion audit is a comprehensive review. It covers the store’s performance and helps identify areas for improvement. The process is not very complex. All you have to do is:

  1. Outline the data and metrics to analyze.
  2. Gather the data on the points above.
  3. Analyze user behavior on heatmaps and session recordings.
  4. Analyze conversion rates at all stages of the sales funnel.
  5. Compare different traffic sources for efficiency.

There are several tips that’ll help you make this audit efficient:

  • Prioritize high-impact areas. Focus on areas where small changes can yield maximum results, such as the homepage, product pages, and checkout process.
  • Compare your conversion rates and other key metrics against industry benchmarks.
  • Create detailed maps of the customer journey. Visualize how users interact with your site and where they face obstacles.
  • Conduct usability testing with real users. It’ll provide qualitative insights into their experiences and difficulties.

After the audit, you will have a comprehensive overview of the store’s performance. Based on that, you can start making data-driven changes.

Metrics and tools

Merchants can use a vast array of metrics for Shopify conversion optimization:

  1. Traffic: total visits, unique visitors, page views.
  2. Engagement: bounce rate, average session duration, pages per session.
  3. Conversions: conversion rate, cart abandonment rate, goal completion.
  4. SEO: organic traffic, keyword ranking, backlinks.
  5. Performance: page load time, time to first byte, mobile responsiveness.
  6. User behavior: click-through rate, exit rate.

The tools for tracking and analysis are even more numerous and diverse than metrics. The top-of-mind list and a good starter pack would include:

  • Google Analytics – a comprehensive tool for tracking website behavior.
  • Google Search Console – monitors your store’s presence in Google search results.
  • Hotjar – a user behavior analytics tool with heatmaps, session recordings, etc.
  • Crazy Egg – a visual analytics tool with heatmaps, scrollmaps, A/B testing, etc.
  • Optimizely – an experimentation platform for A/B testing.
  • SEMrush – an SEO and marketing analytics tool.
  • Ahrefs – an SEO toolset for link building and content analysis.

Since these tools are popular among marketers, you can find many guidelines and a vast user community. You can also expect support from the official customer care teams.

#2 Optimize website design and user experience

Design updates can boost conversions by up to 33%, as well as the optimization of the most visited pages and categories. Given that 68% of consumers shop from mobile devices, remember to optimize the website for smartphones and tablets. It’s essential to make design intuitive and appealing. Always stick to the user-first approach.

Importance of responsive design and mobile optimization

Responsive design guarantees the same shopping experience across all devices and expands your customer audience. To be more specific, responsive design and mobile optimization:

  • adjust layout and design elements, making navigation intuitive
  • guarantee that all UI elements are easy to interact with on a touchscreen
  • ensure convenience in viewing and interacting with page content
  • improve visibility and ranking in search results, driving more organic traffic
  • reduce the likelihood of users bouncing back to search results
  • make your store load faster, retaining more visitors.

Moreover, maintaining a single responsive website is more cost-effective. Managing separate sites for desktop and mobile requires more effort, time, and money.

Designing navigation, visuals, and interfaces

What are the cornerstones of user-friendly interfaces? Good UI includes clear navigation, compelling visuals, and helpful product descriptions. Let’s focus on the first two aspects for now.

Clear navigation means:

  • concise menu with minimum possible categories
  • logical item classification and grouping
  • descriptive and accurate labels for navigation links
  • using common terms that your target audience understands
  • easily located search bar with auto-suggestions
  • breadcrumb navigation with clickable path items
  • sticky menus that remain visible
  • essential links in the footer for easy access.

The main rule of clear navigation is avoiding overwhelming users. Look for a balance between informativeness and convenience. Also, let your users navigate back to previous pages and get to the homepage from any point of their journey.

Compelling visuals mean:

  • multiple high-resolution images of products from different angles
  • the consistent visual style, contributing to a cohesive look
  • using whitespace to avoid clutter and focus attention on key content
  • zoom on product images or 360-degree product views
  • videos demonstrating product features, usage, and benefits.

User-friendly design, as a whole, involves a balanced use of UI elements, colors, and imagery. The basic practice is using size, color, and placement to highlight important elements. Make CTAs, product images, and promotions visible. Design with touch interactions in mind. Compress images, minify CSS and JavaScript, and use efficient coding practices to ensure fast page loading.

#3 Leverage compelling product descriptions and visuals

One more strategy for Shopify conversion rate optimization is creating the right content. The top three trends marketers have been using lately are:

  • short-form videos (33%)
  • mobile-friendly design (32%)
  • content reflecting brand values (30%).

Videos and images are the media formats with the highest ROI. There are cases when adding the right photo doubled the conversions. In ecommerce, imagery and descriptions are essential not only for marketing materials. They are the core of the website, defining its success to a great extent.

High-quality content for increasing conversions

Content quality impacts how customers perceive the store and interact with it. Hence, it defines the way visitors make purchasing decisions on your site. Engaging content helps in several ways:

  • High-quality images provide a visual representation of the product. Including multiple images helps shoppers envis