What really matters in the eCommerce industry? Is it the number of website visitors? The amount of time they spend on your site? The number of products they add to their cart?
No, what matters is your conversion rate. Your conversion rate is the percentage of visitors who take the desired action on your website. This desired action could be anything from purchasing to subscribing to your newsletter.
A low conversion rate is often the result of poor website design, complicated checkout processes, or a lack of trust in your brand. In this article, we’ll show you how to increase your conversion rate on Shopify to start making more sales and generating more revenue for your business. Let’s get started.
What is a Good Conversion Rate?
Before we dive into how to increase your conversion rate, it’s important to know what a good conversion rate looks like. The average conversion rate across all industries is 2.86%. However, this number will vary depending on the type of product you’re selling and your target audience.
For example, businesses that sell high-ticket items will generally have a lower conversion rate than businesses that sell low-ticket items because it takes more time and effort to convince someone to make a big purchase.
The good news is that even a small increase in your conversion rate can greatly impact your bottom line. For example, if you have a 1% conversion rate and 100 visitors to your website, you’ll make one sale. But if you can increase your conversion rate to 2%, you’ll make two sales – even if you don’t get any more traffic.
Reasons Why Your Shopify Conversion Rate is Low
There are many potential reasons why your conversion rate might be low on Shopify. They include:
- Not Creating Urgency: Urgency is a key factor in conversion rates. If people don’t feel the need to buy from you right away, they likely won’t.
- Lack Of Social Proof: Humans are social creatures, and we’re heavily influenced by what other people think and do. If you don’t have any social proof on your own store (e.g., customer testimonials, reviews, etc.), that could be one of the reasons why your conversion rate is low.
- Poor Product Photography: If your product photography is poor, people will be less likely to buy from you. For example, no one wants to buy a product with terrible lighting, blurry or looks like it was taken with a low-quality camera.
- Not Offering Free Shipping: Shipping costs can be a deterrent for people when they’re shopping online. For instance, someone might be on the fence about buying a product from your store, but if they see that they have to pay $5 for shipping, that could be enough to make them choose a different store.
- Unclear Call-To-Actions: Your call-to-action (CTA) is what tells people what to do next. Why would people take the next step if it’s unclear, confusing, or non-existent?
- Bad Navigation: If your store’s navigation is bad, it will be hard for people to find what they’re looking for, and consequently, they’ll be less likely to buy from you.
12 Ways to Fix Your eCommerce Conversion Rate
Now that we’ve gone over why your Shopify conversion rate might be low let’s discuss how to fix it.
1. Use High-Quality Product Images
One of the quickest and easiest ways to increase your conversion rate is to use high-quality product images. Using professional photos can boost conversions by up to 37%. After all, people are visual creatures and want to see what they will buy before making a purchase.
Make sure your product photos are clear, well-lit, and show multiple angles of the product. You should also consider using lifestyle images to give customers a better idea of how the product can be used in real life.
Also, optimize your image file names and alt tags to be keyword rich. This will help your product photos appear in search results, which can drive more traffic to your site.
2. Optimize Your Checkout Process
The average shopping cart abandonment rate is 69%. That means nearly 7 out of 10 people who add items to their cart end up not completing the purchase. There are many reasons shoppers abandon their carts, but one of the most common is a complicated or lengthy checkout process.
If your checkout process is too complicated, shoppers will get frustrated and leave before completing their purchase. To avoid this, you need to optimize your checkout process and make it as simple and streamlined as possible. You can try:
- Use a Single-Page Checkout: A checkout page is much simpler and easier than a multi-page checkout. It will also help improve your conversion rate.
- Eliminate Unnecessary Fields: Only ask for the information that you need. Any extra fields will just frustrate shoppers and increase the likelihood of abandonment.
- Offer Guest Checkout: Guest checkout allows shoppers to complete their purchases without creating an account. This will simplify the checkout process and make shoppers more likely to complete their purchases.
- Provide Order Summaries: Order summaries help shoppers review their order before they finalize it. This can help prevent mistakes and increase customer satisfaction.
- Use Progress Indicators: Progress indicators help shoppers see how close they are to completing the checkout process. This can reduce frustration and increase the likelihood of completing their purchase.
3. Use Product Videos
With over 1 billion hours of video being watched on YouTube daily, it’s no wonder that product videos are one of the most effective ways to increase your conversion rates.
The videos allow shoppers to look closely at your products and see them in action. It is useful for products that are difficult to describe with words alone.
Product videos can also help build trust with shoppers. They can see that you’re a real business with real products. To use product videos on your Shopify store, you can add them to your product pages or create a dedicated video page.
Mobile traffic has been increasing yearly and now makes up most of the web traffic. If your Shopify store isn’t optimized for mobile, you’re missing out on a large portion of potential customers.
Shopify’s platform is already responsive, meaning your online store will adjust to fit any screen size. However, you may still need to make adjustments to ensure your store is optimized for mobile.
Use a simple and clean design and avoid using too many images, videos, or animations, as they can slow down your page. Also, ensure your text is legible and easy to read on a small screen.
5. Free Shipping
Free shipping is one of the most effective tactics for increasing eCommerce conversion rates. 94% of shoppers say that free shipping is the main reason they shop online.
Free shipping can greatly increase your average order value and encourage shoppers to complete their purchases. However, it’s important to ensure that you offer free shipping in a way that doesn’t waste your profits too much. Some options are:
- Offer Free Shipping On All Orders: This is the simplest way to offer free shipping, but it can eat into your profits if you have a low average order value.
- Offer Free Shipping On Orders Over A Certain Amount: This is a good way to encourage shoppers to spend more money to get free shipping.
- Offer Free Shipping For First-Time Customers: Encourage new shoppers to complete their purchases with free shipping. You can then upsell them on future orders.
6. Use Urgency And Scarcity
Urgency and scarcity are powerful psychological triggers that encourage shoppers to complete their purchases. If a shopper feels like they might miss out on a product, they’re more likely to buy it. This is especially true if the product is in limited stock or if there’s only a short time left to buy it. Some easy ways include:
- Offer Discounts For A Limited Time: This will create a sense of urgency and encourage shoppers to complete their purchase before the discount expires.
- Limit Stock Levels: Showing that only a limited number of products available can encourage shoppers to buy before they run out.
- Use Countdown Timers: Countdown timers create a sense of urgency and can encourage shoppers to complete their purchases before time runs out.
7. Use Exit-Intent Popups
An exit-intent popup is a message that appears when a shopper is about to leave your website. The message is typically a discount or an offer to encourage the shopper to stay on your site and complete their purchase.
Exit-intent popups can effectively increase conversion rates, but they should be used sparingly. If you use too many popups or if they’re not relevant to the shopper, they can quickly become annoying and will do more harm than good.
Also, make sure that your popups are mobile-friendly. Popups can be difficult to close on a small screen, which can frustrate shoppers and cause them to leave your site.
For PWA apps, you can use push notifications to encourage customers to come back and continue shopping. If you have a Shopify store with a headless front end, you can use PWA technology that implements push notifications to reach your customers.
8. Offer Customer Support
Providing excellent customer support is important for any business, but it’s especially important for eCommerce stores. This is because shoppers can’t see or touch the products they’re buying, so they need reassurance that they can get help if they have any problems.
- Live Chat: Live chat allows shoppers instant help from a customer service representative. This can increase conversion rates by reassuring shoppers with questions or concerns.
- Phone Support: Offering phone support gives shoppers another way to get help if they have questions or problems.
- FAQs: An FAQ page can be a helpful way to provide answers to common questions. This can reduce customer support and make it easier for shoppers to find the necessary information.
9. Use Social Proof
Social proof is the idea that people are more likely to buy something if they see that others have bought it. This is because we tend to trust other people’s decisions, even if we don’t know them.
- Customer Reviews: Add customer reviews to your product pages to show shoppers that other people have bought and liked the product.
- Testimonials: Add testimonials from happy customers to your website to show that your products or services are high quality.
- Social Media: Use social media to show off your products and build up a following of potential customers.
10. Optimize Your Search Bar
Using the search bar is one of the most common things customers do on an eCommerce website. If it’s not prominent or easy to use, you could be losing out on valuable conversions.
Before anything else, make sure your search bar is visible on every website page. The last thing you want is potential customers to give up looking for it and leave your site altogether.
Once you’ve made sure your search bar is visible, look at its design. Is it easy to use? Does it provide relevant results? Use heat mapping software to see how users interact with your search bar and make changes accordingly.
You should also consider adding predictive search to your search bar. This feature shows customers results as they type, making it easier to find what they’re looking for.
11. Personalize The Shopping Experience
Personalization is key to providing a great customer experience. For example, cookies can track customer behavior and show them relevant product recommendations. You can also segment your email list and send targeted campaigns to different groups of customers.
Take advantage of Shopify’s built-in tools to create a custom checkout process. You can upsell and cross-sell products, offer discounts, and more.
12. Notify Customers About Products
Encourage site visitors who have abandoned their shopping carts by sending an email notification about the products they left behind. This is a great way to remind them about your products and encourage them to return to your site and complete their purchase.
You can also use product notifications to upsell and cross-sell products. For example, if a customer buys a dress from your store, you can send them a notification about matching shoes or accessories.
1. How To Combine Incentives with FOMO?
To create a sense of urgency and encourage customers to buy now, you can use a timer on your Shopify store. This can be a countdown timer until the sale ends or until stock runs out. You can also use FOMO (fear of missing out) by showing how many people view an item or how many have been sold.
2. Can I Use Gamification to Increase My Shopify Conversion Rate?
Yes, you can! Gamification is a great way to engage and motivate your customers. You can use it to encourage customers to take specific actions on your site, such as making a purchase or subscribing to your newsletter. For example, you could offer a discount to customers who purchase within a certain period.
3. I Don’t Have a Lot of Traffic to My Shopify Store. How Can I Increase My Conversion Rate?
Even if you don’t have a lot of traffic, you can still increase your conversion rate by ensuring your site is optimized for conversions. This includes having a clear call to action, an engaging product page, and an easy checkout process. You can also use tools like Google Analytics to track your conversion rate and identify areas for improvement on Shopify stores.
4. How Can I Test My Shopify Conversion Rate Optimization?
Shopify store owners can use tools like Google Analytics to track their conversion rate and identify areas for improvement. You can also use A/B testing to test different site versions to see which performs better.
Use Blue Owl | Shopify Agency To Scale Your Business And Conversion Rate Optimization
Being a Shopify partnered agency, we offer you a complete range of services to help you successfully set up and grow your eCommerce business. Our certified Shopify experts will take care of every aspect of your store, from design to development, to ensure that your visitors have the best user experience possible and are more likely to convert into customers.
Get started with Blue Owl today and see the difference for yourself! Contact us and request a free consultation with our specialist.