22 Practical tips for Shopify conversion rate optimization

Picture this: You've just launched your Shopify store and are ready to make your first sale. You’ve researched, targeted your audience, and selected the perfect theme. But after hitting publish and opening your store to the world, visitors are browsing but not buying. This is where I can help. 

In this article, I'll guide you through optimizing your Shopify store for conversions so you can move past the browsing phase and focus on running your business. A straightforward way to boost conversions is to use a Shopify landing page builder to create a targeted landing page for your store.

Table of contents

• What is a typical Shopify conversion rate?

• What is conversion rate optimization?

• Importance of optimizing Shopify conversion rate

• 22 Practical tips for Shopify conversion rate optimization

• What are the best conversion rates on Shopify?

• Optimize your Shopify store for conversions without breaking the bank with Instant's Shopify landing page builder

What is a typical Shopify conversion rate?

Shopify conversion rate tracks the percentage of visitors to your store who complete the desired action. This can be:

• Making a purchase

• Signing up for a newsletter

• Downloading a guide

What you track as a conversion is up to you, but it’s best to choose actions that have a measurable impact on your business. 

Store owners consider conversion rate highly important because it affects the ROI of all your other marketing efforts. For example, whether a potential customer visits the site via a social media campaign or Google Ad, a higher conversion rate means you’ll see a bigger return on those marketing campaigns. Assuming you continue to get the same or more traffic, your revenue doubles if your store can convert at least 2% of website visitors into buyers instead of only 1%.

What is conversion rate optimization?

Shopify conversion rate optimization specifically targets improving the percentage of visitors to your Shopify store who take your desired action, whether that’s:

• Making a purchase

• Signing up for your email list

• Adding an item to their cart

What makes Shopify CRO different from other types of CRO is that it focuses specifically on eCommerce stores. While other websites can also benefit from improving their conversion rates, eCom stores have unique challenges that CRO can help address.  For example, the average eCommerce website has a conversion rate of 1 to 3%. Implementing effective CRO strategies to improve this rate can:

• Help enhance sales

• Reduce cart abandonment

• Improve other important metrics

Importance of optimizing Shopify conversion rate

Increased ROI

Investing in Shopify conversion rate optimization can lead to a significant increase in ROI. By improving your conversion rate, you can generate more sales and revenue from your existing traffic, without spending more on advertising or acquisition.

Better UX

CRO focuses on improving the UX of your website. By optimizing your website for UX, you create a more engaging and user-friendly environment for visitors, which can lead to increased trust, loyalty, and repeat business. 

Data-driven insights

CRO relies on data-driven insights to identify areas for optimization. By analyzing user behavior on your website, you can gain valuable insights into what is and isn't working. This allows you to make informed decisions and continuously improve your website.

Competitive edge

In today's crowded online marketplace, having a website optimized for conversions can give you a competitive edge. By providing a better user experience and engaging customers more effectively, you can stand out against your competitors and win more business.

Long-term benefits

CRO is a long-term investment that can yield significant benefits over time. By continuously improving your website based on data and customer insights, you can create a sustainable competitive advantage and drive consistent growth for your business.  

22 Practical tips for Shopify conversion rate optimization

1. Use Instant

Instant is a customizable Shopify landing page builder that allows eCommerce teams and agencies to create fully advanced pages without any coding knowledge. With its user-friendly drag-and-drop interface, users can quickly design and publish all while ensuring complete control over their store's design:

• High-converting landing pages

• Product detail pages

• Sections 

Instant also offers seamless integration with Figma and other eCommerce tools, making it a versatile choice for enhancing online store performance and increasing conversions.

2. Use scarcity tactics

This CRO strategy involves leveraging psychological triggers. Scarcity tactics can create a sense of urgency and drive conversions by encouraging users to purchase an opportunity is lost. For example, display limited-time offers or promotions on your website and highlight the time remaining. Use low-stock notifications to alert users when a popular item runs out of stock.

Leveraging FOMO and social proof for conversions

Showcase real-time purchases or social proof notifications (such as pop-ups displaying recent sales). These tactics tap into the fear of missing out (FOMO) and the desire for validation, driving conversions and creating a sense of excitement around your products or services.

3. Use upselling and cross-selling tactics

Offer customers a higher-priced product with more features or a better version of what they are considering. Display recommendations on product pages, during checkout, or through personalized emails.

4. Add testimonials to build trust

By featuring testimonials from satisfied customers, you provide social proof and demonstrate that others have had positive experiences with your brand or products. To make them easier to find and enhance visibility, add testimonials directly to the product page at the bottom of the page or near the “Add to Cart” button. 

Effective ways to leverage customer reviews

• Display testimonials on the main page of your website for an immediate overview of customer satisfaction.

• Create a dedicated page to showcase customer reviews for greater visibility.

• Add a trust badge or review snippet on the checkout page to reassure customers.

• Share customer reviews on social media to boost visibility and encourage more feedback.

• Include customer reviews in email campaigns to enhance open rates and demonstrate social proof.

5. Optimize your website's navigation

Organizing your website's categories, menus, and submenus logically and intuitively makes it easier for users to find the information or products they seek. Use clear and descriptive labels for navigation items and ensure the search feature is easily accessible. Consider implementing breadcrumb navigation to provide users with clear paths to previous pages.

6. Use intelligent search

Intelligent search uses advanced algorithms and machine learning to provide accurate and relevant search results, even when users input misspelled or incomplete queries. By implementing intelligent search, you enable users to quickly find products or content they are interested in, reducing the time and effort required to browse your site. Intelligent search can also offer suggestions or auto-complete options, helping users discover additional relevant items.

7. Use clear and compelling CTA buttons

Clear and compelling CTAs are critical for prompting users to take desired actions and boosting conversions. Make sure your CTA stands out from other elements on the page with the following:

• Bold colors

• Different shapes or sizes

• White space around it

Use active, urgent language that tells users precisely what they need to do, like:

• Buy Now

• Sign Up Today

Position CTA buttons prominently on the page, near the top, or in a prominent location where users are likely to see them.

8. Include trust badges and security seals

Trust badges and security seals help reinforce your website's trustworthiness and credibility and alleviate potential customers' concerns about security and data protection. Display well-known trust badges from reputable third-party organizations, such as:

• Norton

• McAfee

• BBB accredited

Place these badges prominently on your website, especially on pages where users are likely to share personal or financial information, such as the checkout page.

9. Use high-quality product images

High-quality, visually appealing product images are crucial to capturing and maintaining users' attention. Invest in professional product photography or ensure that supplier-provided images are high quality. Present products from various angles and include close-up shots to enhance detail. Consider incorporating Zoom functionality to allow users to explore finer product details.

10. Be upfront about important info

Transparency and clear communication about crucial information can significantly impact conversions. Display the price prominently on product pages to provide transparency from the beginning and avoid surprises for users at checkout. Communicate the estimated delivery time to manage customer expectations and reduce potential abandonment. 

If a product is out of stock, label it as such and provide information on when it will be available again. Being upfront about these factors:

• Builds trust

• Avoids potential frustrations

• It helps users make informed decisions, positively impacting conversion rates.

11. Personalize product recommendations

Tailoring product recommendations to individual customers based on browsing history, past purchases, or preferences can significantly enhance the likelihood of converting. For example, suggest related or complementary items to the ones they have shown interest in or previous purchases.

12. Use A/B testing

A/B testing involves comparing two versions of a website element, such as:

• Button's color

• Wording

• Placement

By testing different variations of critical elements on your website, you can determine what works best for your audience and improves conversions.

13. Use heat maps

Heat maps are powerful tools for understanding user behavior on your website. By implementing heat map tracking software, you can visualize and analyze user interactions, such as:

• Mouse movements

• Clicks

• Scrolling patterns

Heat maps can help identify areas of high engagement, potential bottlenecks, and where users may be stuck. Use this data to optimize your website's layout, design, and content placement, making adjustments to enhance user experience and drive conversions.

14. Simplify your checkout process

One crucial step in increasing conversions is simplifying the checkout process. Streamline the steps required to complete a purchase by minimizing form fields and removing unnecessary distractions. 

Implement a progress indicator to show users where they are in the process and how many steps are left. Ensure the checkout page is mobile-friendly, as many users purchase on mobile devices.

15. Pre-fill your customer’s information

Pre-filling customer information in the checkout process can provide a frictionless and time-saving experience, consequently increasing conversion rates. Data such as previously provided shipping addresses or stored payment information can be utilized to auto-fill form fields during the checkout process. Making the checkout process more efficient and convenient enhances user experience and boost conversions.

16. Offer multiple payment options

Include popular payment gateways, such as:

• Credit/debit cards

• PayPal

• Apple Pay

• Google Pay

Consider offering a Buy Now, Pay Later option or installment plans through third-party services. By offering multiple payment options, you remove potential barriers and cater to a wider range of customer preferences, increasing the chances of converting hesitant customers into buyers.

17. Send abandoned cart emails

Abandoned cart emails are automated reminders triggered when users leave items in their cart without completing the purchase. To motivate users to complete their purchase, include clear and enticing calls to action and provide a sense of urgency. Offer possible solutions, such as related or similar items, and consider providing a special incentive, such as a discount code or free shipping.

18. Create a comprehensive contact page

Making it easy for customers to reach out with questions or concerns can help win their trust and loyalty, reducing hesitancy in purchasing. Include the following:

• Phone numbers

• Email addresses

• Physical addresses

• Contact form

Consider adding social media links, chatbots, or other customer support options. Establish clear business hours and expected response times to set expectations for customers.

19. Make sure your site is mobile-responsive

With the increasing number of users browsing on mobile devices, ensuring your website is mobile-responsive is essential. A mobile-responsive site adjusts to the screen size and orientation of the device, providing an optimized and seamless user experience across all devices. Ensure that your site's design, layout, and content are optimized for smaller screens and that all buttons and forms are easily clickable and navigable on mobile.

20. Optimize your website’s loading times

Slow website loading times can significantly impact conversion rates by frustrating and discouraging potential customers. Optimize your website's loading times by:

Compressing images

• Minifying code

• Reducing HTTP requests

• Utilizing caching

Consider using a content delivery network (CDN) to serve content from the server closest to the user's location, reducing latency. Test your website's loading times regularly and use available tools to analyze and identify improvements.

21. Offer guest checkout options

Providing guest checkout options can reduce potential barriers or frustrations for new customers. Many users may want to avoid creating an account or going through the registration process before purchasing. Offering guest checkout options allows users to complete a purchase without providing extra information, streamlining the checkout process and encouraging them to convert. Nevertheless, also consider providing incentives for registering an account, such as:

• Membership perks

• Exclusive discounts

22. Optimize your website for SEO

Implementing SEO strategies can help improve your website's visibility in search engine results and drive organic traffic. Conduct keyword research to identify relevant and high-value keywords for your industry. Optimize your website's on-page elements such as:

• Titles

• Meta descriptions

• Headers

• Content with these keywords

Improve site speed, ensure mobile friendliness, and optimize images and URLs. Link building and content creation can also improve search engine rankings.

What are the best conversion rates on Shopify?

Based on industry averages, ecommerce conversion rates hover between 2.5% and 3%. But that doesn’t mean this is your business’s sweet spot. Having a baseline of 2.5% is an excellent place to start, but keep working to optimize this with conversion rate tactics. 

Understanding Shopify conversion rates

The Shopify analytics app LittleData conducted a comprehensive survey of Shopify stores' conversion rates and found that the average conversion rate is 1.4%. If your conversion rate is below 0.5%, you likely have room for improvement. Conversely, if it is above 3.3%, you have an excellent e-commerce conversion rate, putting you in the top 20% of all Shopify stores.

With 4.29 percent, email has the highest conversion rate for Shopify stores. The search conversion rate is:

• 3.04 percent

• 2.93 percent direct

• 1.81 percent social after emails

Optimize your Shopify store for conversions without breaking the bank with Instant's Shopify landing page builder

Instant is a user-friendly Shopify landing page builder that allows eCommerce teams and agencies to create fully customizable and advanced pages without any coding knowledge. With its intuitive drag-and-drop interface, users can quickly design and publish:

• High-converting landing pages

• Product detail pages

• Sections, all while maintaining complete control over their store's design

Instant also offers seamless integration with Figma and other eCommerce tools, making it a versatile choice for enhancing online store performance and increasing conversions. 

Transform your store’s performance with Instant. Try Instant's Shopify landing page builder today!