How to Increase Conversion Rate on Shopify
The Shopify platform is wildly successful, but how do you go about improving conversions?
Customers love Shopify. In fact, not only has Shopify managed to become one of the world’s top e-commerce platforms, attracting hundreds of thousands of new sellers last year, it also has an annual revenue estimate of $2.86 billion.
However, if you build it, customers will not necessarily come.
In other words, you need to be strategic to market your Shopify website to see the success so many have claimed.
Conversion Rates for Shopify
Conversion rates are everything when it comes to selling online. While shoppers love Shopify, they need to also love the products on it. That’s what will get your conversion rate high enough for you to make money.
The following is a lesson on conversion rates for Shopify to help you.
What Is Conversion Rate?
Conversion rate is the percentage of people who have completed a desire action out of all the potential people who could have converted – read more about conversion rates here.
For example, if 1,000 people visit your website and 10 people make a purchase, the conversion rate is 1%. If 100 people make a purchase, the conversion rate is 10%.
Why Does Conversion Rate Matter?
Conversion rate matters because it tells you how effective your marketing is in turning browsers into buyers. If you’re attracting thousands of people to your site and 1% of the people are buying something, your marketing may or may not be effective depending on the niche.
Conversion rates can tell sellers many things about their products as well. Rates are higher for products that are low cost and there’s a regular demand for them. For instance, health and wellbeing products have a higher conversion rate than technology ones because people need personal care items regularly and they are only a few dollars. Technology products are thousands of dollars and people don’t buy them as frequently. In other words, the audience for health and wellbeing products may be much larger than the technology one, which means there would be more people converting.
What Is a Good Conversion Rate for Shopify
The average order value in a Shopify store in 2019 was $63.50. The average conversion rate was 1.5%.
In 2020, the average Shopify conversion rate was 1.85%.
What this means is that if your Shopify store has an average conversion rate of 1.85% or more you are in the top 50% of the Shopify stores.
Those who have a 3.6% conversion rate or higher are in the top 20% of Shopify stores.
So, how can you increase your conversion rate to those standards?
How to Increase Your Conversion Rate for Shopify
Shopify makes it easier to increase conversion rates. Consider the following tips and implement the ones you believe would be best for your products and target audience.
Improve Website Function
Shoppers like a website that is easy and quick to use. Be sure your website is simple to navigate by categorizing your products. Shoppers will be able to find what they need when they need it, so they can checkout quickly.
The rule of thumb is to make it easy for shoppers to find the product they need in as little as two clicks. If there are more than two clicks in between a shopper landing on the homepage to checking out with a product, there is a decrease in conversion rate. Test this out with every product to make sure it can be checked out in two clicks or less.
People see images first and then read text. Make sure images are clear and related to the products you’re selling. When people are shopping, they have a vision of what they are looking for, and when they see it on a site, they are more likely to convert.
All pictures should be very easy to see on a plain white background. This is the best background for Shopify stores to increase conversions.
Use the Buy Button
BUY is a powerful word – use it. People love to BUY. When you use a BUY button, you are halfway to a conversion.
The other reason the BUY button matters is impulsivity. When someone makes a decision to buy something, you want to catch the person in that decision immediately. The conversion can be lost easily if the person has to look for the button to buy.
Create a Sense of Urgency
Again, you need to act on the impulsivity of the shopper. Mention a sale is for a limited time and you’ll end up with a higher conversion rate than you would if you didn’t mention that the sale will end. What this all means is if you create a sense of urgency, Shopify sellers can increase their conversion rate quickly and easily.
A/B Testing for the Best Conversion Rate
A/B testing is the best way to increase the conversion rate of a Shopify website. Make changes to the website and compare the conversion rate to how the site was before the change. You can also make two types of changes (A and B) and then compare the conversion rate between them. If change A produces a higher conversion rate, you know that you can keep A and make B the same but with an improvement and test again. With minor changes each time with your A/B testing you can regularly increase your conversion rate to the level you’re seeking for your Shopify store.