If you run a Shopify store, you probably know that getting traffic to your site is not enough. You also need to convert those visitors into customers. But how do you do that? How do you turn browsers into buyers?
That’s where conversion rate optimization (CRO) comes in. CRO is the process of improving your site’s design, content, and functionality to persuade more visitors to take the desired action, such as making a purchase, signing up for a newsletter, or leaving a review.
CRO is important for Shopify stores because it can help you increase your sales, revenue, and profit without spending more on advertising or acquiring new customers. It can also help you improve your customer satisfaction, loyalty, and retention.
In this article, we will show you what a good conversion rate for Shopify is and how to calculate it. We will also share some common reasons why your Shopify conversion rate might be low and how to fix them. Finally, we will give you some proven strategies and best practices to increase your conversion rate on Shopify and grow your business.
A conversion rate is the percentage of visitors who complete a desired action on your website, such as making a purchase, signing up for a newsletter, or leaving a review. It is calculated by dividing the number of conversions by the number of visitors and multiplying by 100.
For example, if your Shopify store receives 1,000 visitors and 50 of them make a purchase, your conversion rate is (50 / 1,000) x 100 = 5%.
But what is a good conversion rate for Shopify? How do you know if your store is performing well or not?
The answer is not so simple, because a good conversion rate can vary depending on many factors, such as:
• The industry you’re in
• The product you’re selling
• The price point of your product
• The target audience you’re reaching
• The seasonality of your product
• The design and functionality of your website
• The marketing channels and strategies you’re using
Therefore, it’s not realistic to compare your conversion rate with other stores that may have different products, customers, or goals. Instead, you should focus on benchmarking your own conversion rate against industry averages and historical data.
According to a study by Littledata, an e-commerce data platform, the average conversion rate for Shopify stores is 1.4%.
Another study by Popupsmart, a popup app for Shopify, found that anything above 3.7% puts you in the top 20% of Shopify stores for conversion rate, and anything above 5.2% can put you in the top 10%. The highest conversion rate record in Shopify is 8%, according to AVADA Commerce.
To calculate your own conversion rate, you can use Shopify Analytics or Google Analytics. Shopify Analytics provides you with an online store conversion rate report that shows you how many visitors added items to their carts, reached the checkout page, and completed their orders. You can also see how your conversion rate changes over time and compare it with previous periods.
Google Analytics allows you to set up e-commerce tracking and see how many visitors completed transactions on your website. You can also see how different sources of traffic, such as organic search, social media, or email marketing, affect your conversion rate.
By knowing your conversion rate and how it compares to industry averages and historical trends, you can identify areas of improvement and optimize your Shopify store for conversions.
Now that you know what a good conversion rate for Shopify is and why yours might be low, let’s look at some proven strategies and best practices to increase your conversion rate on Shopify and grow your business.
Here are some of the most effective ways to optimize your Shopify store for conversions:
• Highlight product benefits, features, and guarantees clearly and persuasively. Don’t just list the specifications of your product, but explain how it can solve your customer’s problem, fulfill their need, or satisfy their desire. Use bullet points, headings, and bold text to emphasize the key points. Also, include any guarantees, warranties, or return policies that can reduce the risk and increase the trust of your customers1.
• Offer free shipping, coupon codes, and first-time offers to incentivize purchases. Shipping costs are one of the main reasons why customers abandon their carts, so offering free shipping can boost your conversion rate significantly. You can also use coupon codes, discounts, or free gifts to entice customers to buy more or to reward them for their loyalty. Additionally, you can offer special deals or bonuses for first-time buyers to increase your customer acquisition1.
• Use retargeting ads, remarketing emails, and abandoned cart recovery to reach potential customers who left your site without buying. Not all visitors are ready to buy on their first visit, so you need to stay in touch with them and remind them of your offer. You can use retargeting ads on platforms like Facebook or Google to show relevant ads to people who visited your site but didn’t convert. You can also use remarketing emails to send personalized messages to your subscribers based on their behavior or interests. Finally, you can use abandoned cart recovery emails or popups to recover lost sales by offering a discount, a free trial, or a reminder of what they left behind12.
• Decrease cart abandonment and price shock by optimizing the checkout process and allowing guest checkout. The checkout process is the final step before a customer completes their purchase, so you want to make it as smooth and easy as possible. You can do this by reducing the number of steps, fields, and distractions in the checkout page, providing multiple payment options, displaying security badges and trust signals, and showing the total price upfront. You should also allow guest checkout for customers who don’t want to create an account or log in12.
• Write useful and valuable content, such as product descriptions, blog posts, and FAQs. Content is a powerful way to educate, inform, entertain, and persuade your customers. You can use content to showcase your products’ features and benefits, answer common questions or objections, provide tips and advice, share customer stories or testimonials, or demonstrate how your products work. Content can also help you improve your SEO ranking, drive more traffic to your site, and build trust and authority in your niche12.
• Use high-quality photos and videos that show your products from different angles, colors, sizes, and contexts. You should also use zoom and rotate features to let customers inspect the details of your products. Additionally, you can use photos and videos to tell your brand story, showcase your values, or highlight your social impact .
• Generate honest ratings and reviews and display social proof. Ratings and reviews are one of the most influential factors in online shopping because they provide social proof and credibility for your products. Customers trust other customers more than they trust brands, so having positive ratings and reviews can increase your conversion rate significantly. You should encourage your customers to leave honest feedback, respond to their reviews, and display them prominently on your product pages and homepage. You can also use other forms of social proof, such as testimonials, case studies, user-generated content, or social media mentions .
• Improve site performance and speed and make it mobile-friendly. Your site’s performance and speed can have a huge impact on your conversion rate because customers expect fast and smooth online experiences. If your site takes too long to load, is buggy, or crashes frequently, you will lose customers and sales. You should optimize your site’s performance and speed by using a fast and reliable hosting service, compressing your images and videos, minimizing your code, and using a content delivery network (CDN). You should also make sure that your site is mobile-friendly and responsive, as more and more customers are shopping on their smartphones and tablets .
These are some of the most effective strategies and best practices to increase your conversion rate on Shopify. However, you should always test and measure the results of your changes to see what works best for your store and your customers.
Conversion rate optimization (CRO) plays a vital role in the success of a Shopify store. By focusing on improving your site's design, content, and functionality, you can effectively persuade more visitors to take desired actions and ultimately increase sales, revenue, and profit.
Determining a good conversion rate for your Shopify store can be influenced by various factors such as industry, product, price point, target audience, and seasonality. It is important to benchmark your own conversion rate against industry averages and historical data rather than comparing it with other stores with different circumstances.
To increase your conversion rate on Shopify, several proven strategies and best practices can be implemented. These include highlighting product benefits, offering incentives like free shipping and coupon codes, utilizing retargeting ads and abandoned cart recovery, optimizing the checkout process, creating valuable content, incorporating high-quality visuals, generating honest ratings and reviews, and ensuring site performance and mobile-friendliness.
Remember to continually test and measure the effectiveness of these strategies to find what works best for your specific store and customers. By implementing CRO techniques, you can optimize your Shopify store for conversions, enhance customer satisfaction and loyalty, and ultimately grow your business.
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