The Best Way to Increase Shopify Conversion Rates
In order to increase your conversation rates, it’s important to understand what Conversion Rate Optimization (CRO) is.
CRO is a way to increase the percentage of website visitors who will complete a desired action. This systematic method will be different for each intended result, but the overall goal is to convert non-action to action.
Conversions within an online marketplace are when a visitor becomes a buyer. In other situations, it would be when forms are filled out, guests become members, etc. There are also micro conversions, such as when a website visitor adds something to their cart or signs up for your newsletter. In order to optimize your Shopify store, you need to be paying attention to your traffic; those who visit your site and how they interact with it.
If you want to run CRO tests, in order to fine-tune your webstore, you must have enough traffic to generate results that you can compare.
Finding and Testing Conversion Rates
Finding the best ways to increase your conversion rates will depend on what your conversion goals are. If you are looking to get more sales, you will need to figure out where along the shopping path do your customers drop off.
To do this, you will need to find your current conversion rate, then create different side-by-side comparison tests to find the weak links. Setting goals will help you keep track and analyze the data that tells you why your customers are making the decisions that they are.
Finding Your Current Conversion Rate
Before you start examining and modifying the different aspects of your Shopify store, you will need to make sure that you have Google Analytics set up. This will give you the information to figure out your conversion rate for specific parts of your website.
You will take current conversion rates of an action, then run your test and compare the new results to the old. Make sure that whatever time period you are looking at for current conversion rates, is the same time period you use for your test.
A/B testing is when you run two websites at the same time, with variables in each. This allows you to see what customers are doing differently on each site and pinpoint your strengths and weaknesses, through comparison. While the version that performs better and produces a higher percentage of conversions will be the ‘winner’, you can learn just as much from the ‘loser’.
Once you have this information, you can start to change your website and see what the results of those changes are. Below, we have a few ideas to get you started on optimizing your Shopify store, in order to improve your CRO.
There is More than One ‘Right Way’
Increasing your Shopify Conversion Rate does not have a ‘one size fits all’ solution. What works for one person may not work for another, which is why you need to run tests and find your weak links. This will help you learn more about your customer base and how they interact with your website and product. CRO is not something you only do once, but a business tactic that you will want to continue experimenting with.
Below are some tactics that you can use to engage with your customers and increase your CRO goals. These are meant as a starting point, as every aspect of your website should be analyzed for streamlined efficiency.
Home Page Optimization
Improving your homepage is the first way to keep customers on your site. If it’s cluttered and filled with too much information, it’s going to be overwhelming. First impressions play a big part in business and arriving on a homepage that is streamlined, beautiful, and easy to move through, will make a big difference.
Stay on brand with simple messages, high-quality images, and no clutter. Showcase your top selling product or new arrivals and promotions, but don’t over-do it. You want to be building excitement towards the shopping experience, creating situations that will encourage them to explore.
There are many apps on Shopify that will help you tweak your website and encourage your customers.
Pop-Ups in Combination with Deals
Pop-ups can be useful when they are offering perks and are relating to the page they are on. You do not want them to interfere with the user experience, so attaching some kind of benefit evens things out. If you offer a coupon for newsletter sign-ups or member registration, your website visitor will feel more inclined to take advantage and look around your store.
Display Real Time Purchases
Having a small notification that alerts visitors to sales being made will encourage like-minded behavior. Not only does it provoke a sense of urgency, as it shows a diminishing stock, but it gives them social proof that your products are in demand.
Organizing Your Categories
Although it is good to be organized, having too many broad categories feels cluttered and causes your visitors to click around more than they need to. Try to limit yourself to half a dozen broad categories, with those broken up by subcategories. These drop-down menus will make your website easier to look at, and easier for your visitors to navigate.
Put it all up-front. Showcase the perks of your products and don’t make your customers click through in order to get the details. Highlight the valuable information about a product right away, using succinct, detailed information. The goal is for your customer to want that product within seconds, without having to go anywhere else to be convinced.
If you have an item that focuses on its function, use a high-quality image that has the copy directly on it. Using arrows and lines to point out the details of an item, directly on the image, is more engaging than a block of text.
Make Buying Easy
Prominently display the ‘Add To Cart’ button. Don’t use colors or styles that clash with your design, but don’t make your customer have to spend ½ a second searching for it. Place it under the Product Name but above the description, for instance.
Show Off Your Reviews and Social Proof
Make your reviews easy to see, without giving them their own page. There are plenty of apps that will scroll your reviews, showing your visitors that your products are in demand and highly rated.
If your products are endorsed, showcase this. Certifications, seals of approval, and other graphic (non-text based) versions of Social Proof go a long in way improving CRO. It quickly lets customers know information that is important to them (gluten-free, vegan, Made in USA, etc.).
Social Proof is a big way to increase your CRO and encourage visitors to become customers. People feel more confident and secure buying a product that others have already bought, which is why reviews and real-time purchases are so beneficial.
There are companies out there, like SaleHelpr, which focus on Social Proof as a way to increase Conversion Rate Optimization. Knowing and understanding the value of Social Proof will go a long way in helping you increase sales, so make that an important part of your CRO repertoire.