8 Proven Strategies to Increase Your Shopify Conversion Rate and Boost Sales

In the competitive world of e-commerce, increasing your store's conversion rate is essential for driving sales and achieving business success. 

There are over 4.5 million stores on Shopify alone. So how do you compete in such a crowded marketplace? 

Many people will double down on advertising, spending more on Facebook or TikTok ads, and hope to increase sales. But in today’s market driving traffic to your site is just the tip of the iceberg. The real success lies in converting traffic into engaged customers.

By understanding your audience and optimising various elements of your website, you can turn more visitors into loyal customers, without spending more on ads. 

This guide covers actionable tactics to help you boost your conversion rates on Shopify without spending more.

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What Is Conversion Rate?

Your conversion rate is the percentage of site visitors who make a purchase from your store. Calculating this involves dividing the number of conversions (sales) by the total number of visitors, then multiplying by 100. Understanding this metric helps you gauge the effectiveness of your site and marketing efforts.

What is a good conversion rate for Ecommerce?

A good conversion rate for ecommerce is above 3.2%, but it varies widely depending on your industry.

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Why you need to focus on Conversion Rate Optimisation 

Increasing your conversion rate means you can achieve higher sales without spending more on ads and traffic. It enhances user experience, builds trust, and maximises the return on investment (ROI) from your marketing activities. 

Here's a quick overview of what we will cover.

1. Store speed (and why it's crucial)
2. Optimising for visitors on mobile
3. Optimising your product pages
4. How to build trust throughout your store
5. Streamlining your checkout process
6. Creating urgency and incentives
7. Increasing customer retention and loyalty
8. A/B testing for continuous improvement

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1. Improve Your Shopify Store Speed 

Is your slow website killing your conversions? Probably.

A recent study by Portent shows just how crucial website speed is. The findings are clear: slower websites mean lost sales.

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Ecommerce sites that load in 1 second have a conversion rate 2.5x higher than those that load in 5 seconds. 

That may not sound like much but take this example. If 1,000 people visit your store to buy a $50 product:

• 1 second load time (3.05% conversion): $1,525
• 2 second load time (1.68% conversion): $840
• 3 second load time (1.12% conversion): $560
• 4 second load time (0.67% conversion): $335

In just 4 seconds, potential sales can drop by over $1,190! 

The vast majority of websites still load in 5 seconds (which hasn't changed since they ran the same study in 2019).

So the good news is, there's a massive opportunity to get ahead just by focusing on this one area.

Use tools like Google PageSpeed Insights to identify and fix areas slowing down your site. Faster load times will reduce bounce rates and increase conversions.

Check out our blog on improving website speed here.

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2. Optimising for Mobile  

As of 2021, the majority of global website traffic now comes from mobile devices. So make sure your store is fully optimised for mobile devices. What does this mean? 

• Make sure everything is formatted correctly on mobile
• Simplify navigation to help users find products easily
• Use prominent and clear CTAs to guide users towards making a purchase

If you are running ads, chances are people will come to your site on their phones and you need to make a good first impression. A mobile-friendly site enhances user experience and boosts conversions. 

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3. Optimise Your Product Pages 

Potential customers are visiting your website and viewing your products, but they aren't converting. They're navigating to your product pages and then dropping off.

You know your marketing activities are working, so what's going wrong?

The truth is, many e-commerce business owners aren't dedicating enough time to their product pages. Crafting a compelling product page is an art, and every detail can mean the difference between making a sale and losing an opportunity.

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A Clear Call-To-Action

The primary goal of your product page is to compel your customer to click the ‘Add to Cart’ button. It is the most important component on the page, so make sure it's visible and stands out.

• Use a strong colour that contrasts with the surrounding content to make the button stand out.
• Ensure it's always visible as the user scrolls the page by utilising sticky buttons that stay in view.
• Keep the text simple and action-oriented - ‘Add to Cart’ or ‘Buy Now’ are familiar and effective.

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High-Quality Images & Video

When considering purchasing your product, people want to experience it as much as possible before buying. Visual appeal can significantly impact buying decisions.

• High-Quality Images: Use high-resolution images from multiple angles and include zoom-in features if possible. According to MDG Advertising, 67% of consumers say the quality of a product image is very important in selecting and purchasing a product.
• Product Videos: Incorporate product videos to provide a better understanding of the product. Videos can increase engagement and conversion rates. A study by Wyzowl found that 84% of people have been convinced to buy a product or service by watching a brand’s video.
• Lifestyle Images: Show the product in use or in context to help customers visualise how it fits into their lives.

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Detailed Descriptions

Write detailed, informative, and engaging product descriptions that highlight not just the features but the benefits for the customer.

• Comprehensive Information: Include specifications, dimensions, materials, and care instructions. For example, ASOS provides comprehensive product details, including material, sizing and care instructions, which helps build customer confidence.
• Benefit-Focused Copy: Explain how the product solves a problem or improves the customer’s life. Use bullet points for easy readability.
• SEO Optimisation: Incorporate relevant keywords naturally to improve search engine visibility.

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Anticipate Questions & Answer Them

Potential customers will naturally have questions about your product. Try to anticipate these questions and answer them on the product page. If people are anyway unsure, the likelihood of them leaving your site in search of an alternative is much higher. 

• FAQs: Create a section on the product page for frequently asked questions. Address common queries about materials, ingredients, usage, and shipping times.
• Detailed Shipping Information: Clearly state shipping options, costs, and delivery times to avoid surprises.
• Clear Return Policies: Outline your return policy in straightforward language to reassure customers.

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Customer Reviews

95% of customers read product reviews before they choose to purchase something (Global Newswire). Additionally, 58% of these shoppers say they are willing to pay more for products that have good reviews.

Customer reviews and ratings build trust and provide social proof so they need to be a core part of your strategy.

• Encourage Reviews: Quantity of reviews matters. Send follow-up emails post-purchase asking for reviews. Offer incentives like discounts on future purchases.
• Highlight Reviews: Display positive reviews prominently on product pages. Consider featuring reviews that mention specific product features or benefits.
• Verified Purchases: Use labels to show reviews from verified purchases to enhance credibility.

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Take Inspiration From Industry Leaders

If you are struggling to figure out what's missing or what you could include in your product pages, go to an industry leader and see what information they are including. These companies have most likely invested time and money figuring out what makes their customers convert so it's a good starting point for inspiration. 

• Fashion and Apparel: ASOS
• Beauty and Personal Care: Sephora
• Home Goods and Furniture: Wayfair
• Health and Wellness: iHerb

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4. Build Trust Throughout Your Store

Trust and credibility are a fundamental part of business. People buy from brands they know and trust. So when it comes to converting website visitors into customers, establishing trust is absolutely crucial. 

The good news is that there are various tactics you can use to build trust throughout your website. 

Use the following as a checklist. They may not all be appropriate for your business but include as many as you can to build trust throughout your store.

• Professional Website Design: This is a broad description but first impressions matter. Ensure your store is well-designed, easy to navigate, and up-to-date.
• Clear Contact Information: Visible contact information reassures visitors that you are reachable and transparent.
• Social Proof: This can come in many forms but the goal is to display genuine customer feedback demonstrating the reliability and quality of your offerings.

💡 Pro Tip: Make sure there is some form of social proof in the 'Above the Fold' area of your landing page. Studies show that 85% of visitors decide to stay or leave within the first five seconds on a website.

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• Customer Testimonials or Reviews: Authentic testimonials from real customers can significantly enhance your credibility and persuade new visitors to buy.
• Ratings: That could include Trust Pilot, Google, Facebook or Yelp. Whatever is most relevant to your audience.
• Payment Options: Offer multiple, well-known payment methods to reduce security concerns.
• Security Badges: Display security badges on your checkout page to reassure customers that their payment information is secure. A study by Baymard Institute found that 18% of users have abandoned a checkout because they didn’t trust the site with their credit card information.
• Clear and Transparent Pricing: Avoid hidden costs to prevent last-minute buyer hesitation
• Blogs or Resources: This not only builds credibility and demonstrates your knowledge of the industry, but makes your website feel more complete and trust worthy.
• Industry Accolades or Certifications: Highlighting awards and certifications can differentiate you from competitors.
• Business Stats: Use relevant statistics to validate your business’s success 
• Real Photos and Videos: Authentic imagery > stock.
• Team Pages: Who are the people behind your brand? Introduce your team and humanise your brand.

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Bonus Trust Build Elements

Money-Back Guarantees 

Offering a money-back guarantee can reduce perceived risk and encourage hesitant buyers to make a purchase. Clearly communicate your return policy and ensure it’s easy for customers to understand. Zappos, for instance, offers a 365-day return policy, which significantly reduces buyer hesitation.

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Live Chat Feature 

According to CrazyEgg, 38% of consumers are more likely to buy from a company if they offer live chat support. If they have a question, a quick chat feature may encourage more engagement rather than a traditional contact form.

Shopify 'Shop chat' is a quick and easy solution which lets you chat with customers through the Shop app. This can help improve their experience and can increase your conversion rates.

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Influencer Marketing and User-Generated Content 

Influencer partnerships and user-generated content is not only a good way to reach new customers but it's a powerful conversion catalyst.

Analysis of 1,200 websites showed a solid 3.2% conversion rate with the presence of UGC, and that rate jumped by an additional 3.8% when visitors encountered and scrolled through UGC.

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The real boost comes when users engaged with UGC (not just viewed it). This doubled their likelihood of making a purchase, increasing conversion rates by an impressive 102%.

Having real people using and talking about your product is extremely powerful. And they don't necessarily have to be influencers. If you are beginning to get your brand out there, this is an extremely effectivee strategy that a lot of brand are using right now.

5. Streamlining Your Checkout Process 

Simplifying your purchase process can significantly boost your conversions. Any points that cause friction for the customer need to be eliminated. Amazon's one-click ordering is a prime example of reducing friction in the buying process, contributing to their high conversion rates.

Put yourself in your customer’s shoes after they click on your ad and arrive on your website. Take a fresh look at your shopping experience and identify where there might be friction. Now ask and elderly relative or friend to do the same. Could your grandma figure out how to buy from your site within a minute or two? This will reveal problems areas that you are missing.

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Simplify Checkout Steps 

According to Baymard Institute, the average cart abandonment rate is 69.80%, with complicated checkout processes being a primary reason. Simplify your checkout process by reducing the number of steps and removing unnecessary fields for the user to fill in.

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Offer Multiple Payment Options 

Offer a variety of payment options to cater to different customer preferences. Include popular methods like credit cards, PayPal, and digital wallets like Google Pay and Apple Pay to make the payment process convenient. According to a report by JP Morgan, offering multiple payment options can increase conversion rates by up to 30%.

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Offer Guest Checkout

Do NOT force people to sign up in order to buy from you. Let them check out as a guest. It will reduce friction and speed up the purchase process, leading to higher conversions.

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Offer Free Shipping

‍Free shipping was the most popular motivation for 82% of UK and 80% of US consumers in a study conducted by eConsultancy. It's an added cost that can make or break your sale. So if you can, make it free. It gives you an advantage over competitors and can make a big difference to your conversion rate.

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Don’t Stop Building Trust!

Don't forget to continue building trust on the payment/checkout page. This critical point is where many carts are abandoned.

You have worked hard to get them to this point, so make sure that trust signals like payment security badges or clear return policies are clearly displayed to reassure customers as they complete their purchases.

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6. Create Urgency and Incentives to Buy

Discounts and incentives are not only an effective way to increase sales but they can also reduce abandoned carts and increase the average order value (AOV). Here are a few common examples that you should consider:

1. Buy one, get one free (BOGO)
2. Free gift with purchase
3. First-time customer discount
4. Tiered discounts by spending thresholds
5. Flash sales or site wide discounts
6. Seasonal promotions like Black Friday, Cyber Monday, and holiday seasons

Finding the right discount strategy for you requires understanding your customers and their motivations. Getting it right will earn you more customer loyalty and more sales.

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7. Increase Retention and Customer Loyalty 

Build An Email List 

You’ve worked hard to get people to your website so make sure you don’t let them leave before grabbing their email. They may not be ready to buy from you right away, but by collecting your email, you have a powerful way to connect with them again. 

Use sign-up forms, pop-ups, and incentives like discounts to encourage visitors to join your list. A 10-15% discount on your first order is a common offer and many people don't mind handing over their email for that.

Offer Subscriptions

Does your product need to be purchased regularly? Or could you offer additional subscription-based services? Offering subscriptions not only increases customer retention, it gives you reliable and predictable revenue.

It’s convenient for you and your customer. Win-win.

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Setup Abandoned Cart Emails 

The average shopping cart abandonment rate is 71%—that’s a lot of unrealised revenue! Fortunately, abandoned cart emails can recover between 5% and 11% of otherwise lost sales.

With Shopify you can automatically send an email to customers after they have abandoned their checkout. Here’s a few things you can include:

• Email content: Include personalized content, such as the specific items they left in their cart, to make the email more engaging.
• Incentive: Include a discount or free shipping to persuade them to complete their purchase.
• Timing: One hour after the abandonment seems to be the sweet spot. Rejoiner found that this timing resulted in an average conversion rate of 16%. Follow up with additional emails 24 and 48 hours later.

Use Retargeting Ads 

People are unlikely to purchase from you the first time they visit. They often do some research, check out some competitors or just take some time to think. Retargeting ads are key to re-engage these visitors who have left without making a purchase. 

Ad platforms like Facebook and Google Ads allow you to create audiences of people who have visited your site but didn't convert. You can then target this audience with ads, and even show them products they viewed. These campaigns can significantly increase the chances of conversion.

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8. A/B Testing for Continuous Improvement 

Making random changes to your website/store is never a good idea. A/B testing is like your compass. It tells you which direction to move in.

Here’s a simple guide to get you started:

1. Use Google Analytics to identify where users drop off on key pages.
2. Use heat maps & session recordings to get a deeper understanding of how people are using your site.
3. Write a list of potential issues that could be causing these drop-offs.
4. Create a list of possible solutions (experiments) to fix these issues. 
5. Prioritise the ideas that you feel will have the greatest impact, have the most confidence in and require the least time, energy and resources to implement.
6. Test them to validate!

By continuously testing, and using the results to make decisions, you get to learn what works (and do more of that). If something fails, you fail quickly and learn what not to do. 

CRO removes the guesswork and guides you in the right direction. Brands like Amazon continuously test and optimise their site to stay ahead of the competition.

It's about understanding your audience, making your website a joy to navigate, and turning clicks into customers.

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What to Avoid When A/B Testing

• Testing Too Many Elements at Once: This can make it difficult to determine which change impacted the conversion rates.
• Short Testing Periods: Not allowing enough time for a test to gather significant data can lead to inaccurate conclusions.
• Ignoring Statistical Significance: Make decisions based on statistically significant results to ensure that the observed changes are not due to random chance.
• Neglecting Small Wins: Even minor improvements can lead to significant gains over time, so it’s important to recognise the value of small increases in conversion rates.

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Tools you can use for A/B Testing:

• VWO: Provides a suite of A/B testing and conversion optimisation tools that cater to businesses of all sizes - Free up to 50K users per month.
• Verify.io: A beginner friendly tool with a visual editor that allows you to do unlimited experiments with unlimited traffic - €99 per month.
• Crazy Egg: This is a very simple tool to use. For €99 per month you can use heatmaps, click reports, screen recordings and set up easy A/B testing.
• Unbounce: Specialises in testing landing pages and also offers tools for creating them - $112 per month for their experiment plan

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Increasing your Shopify store’s conversion rate involves a combination of optimising site performance, enhancing user experience, building trust, creating incentives and continuously testing and improving. 

By implementing these tactics, you can significantly boost your sales and drive long-term success for your e-commerce business. Remember, it’s not just about selling products—it’s about creating an experience that your customers can connect with and trust.

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