Updated: Mar 23
When it comes to your eCommerce business, your conversion rate might be the most crucial metric—and with almost 1 million active Shopify stores, the competition is fierce. Every tweak to your store’s conversions can make a huge difference as it contributes to an increase in sales. So today I’ve laid out 10 of the most effective techniques we practice at my own web design agency for boosting Shopify conversions!
1) Make the most of personalisation
Personalisation is perhaps the most effective way of boosting conversions. 51% of customers expect eCommerce websites to anticipate their needs and make relevant suggestions—and this personalisation can increase sales by as much as 20%. First, segment your audience according to the variables most useful to your business: age, sex, purchase history, spending habits, browsing behaviour. Then you can better predict what the customer will want to buy next, then show them your most relevant products and boost conversions. You might also consider using a Shopify-approved product-personalised recommendation app to automatically suggest products.
2) Optimise your checkout process
An overly complicated checkout can lose you a lot of customers just as they’re ready to buy. 21% of shoppers would abandon their carts if the checkout process were convoluted, so it’s important to streamline yours. For example, offer one-step checkout, provide multiple payment options, and use a progress bar to show how many steps they have left.
3) Write copy that adds genuine value
High-quality copy on your product pages is a must, but remember: the content across your entire store must be equally compelling. You could produce a blog to educate, engage and inform your audience, not only to increase your organic SEO traffic but also to showcase your expertise in the industry and boost your audience’s trust in your brand. If you’re selling worldwide, you could even switch up your VPN to create content according to what’s trending in different regions.
4) Offer guest checkout
Enabling guest checkout is seriously useful: 34% of customers abandon their carts when the store wants them to create an account to complete their shop. You might think guest checkout risks losing some of that connection with shoppers, but don’t worry—you’ll still have their details when they purchase, meaning you can contact them in the future with your marketing and offers.
5) Clearly highlight product benefits
Customers buy products that will clearly address their pain points, so highlighting your product benefits is paramount. Rather than simply copy-and-pasting the manufacturer’s description, take the opportunity to implement keywords to boost your SEO, as well as to emphasize the benefits you think are most important to your particular audience.
6) Leverage remarketing to target specific customers
By reconnecting with shoppers who previously showed interest in your products but left before purchasing, you can significantly boost your conversions. Collect cookies to track what they’re looking at on your website but without storing any sensitive personal information. When they leave your Shopify store, the cookie informs your ad platform, which then retargets them while visiting other eCommerce websites by displaying the exact products they were browsing on yours. Remarketing can be an incredibly powerful tool—in fact, customers who see retargeted ads are a whopping 70% more likely to convert!
7) Reduce price shock
55% of customers abandon their carts when they discover unexpected extra costs. You can mitigate this price shock by offering free shipping. If that’s not possible, you must make sure to highlight all additional costs upfront—not just shipping, but also tax and fees.
8) Integrate live chat
The ability to live-chat with a business boosts conversions by an astounding 40%, because it helps customers build a direct and personal connection with the brand right at the moment they’re ready to purchase. Just make sure to deactivate your software outside business hours so customers don’t expect a swift response when there’s no one on the other end—although even then you can use a chatbot until someone is available to chat live.
9) Reach out for customer reviews
Customer reviews are a powerful form of social proof because they come from people who don’t owe you anything, which signals to prospects the quality of your products. 72% of shoppers won’t purchase until they’ve read others’ experiences with your business, and simply integrating customer reviews into your Shopify store can boost conversions by up to 18%!
10) Use email marketing to follow up on abandoned carts
A mere 2% of shoppers will make a purchase on their first visit to your Shopify store. But by leveraging email marketing you can retarget them to boost conversions in the long run. In fact, 28% of eCommerce revenue comes from successful abandoned cart emails! Just remember to include in your retargeting emails the products the visitor left in their cart. You might also consider a special offer like a discount or free shipping to increase the chance of conversion. Finally, make sure to add a CTA so the customer can jump directly back to their cart at the point of checkout.
If in doubt—ask a web design agency!
The competition is seriously intense in eCommerce, but boosting your conversions isn’t as hard as it might seem—especially when there are so many ways of doing it! At my own web design agency we encourage our clients to implement these 10 techniques and more—and the results are consistently transformative. So what are you waiting for? Start sprucing up your Shopify store today—and watch those conversions skyrocket!
Arham Khan is a certified Google and Facebook ads performance marketing specialist and agency founder, with extensive B2B and B2C experience. Pixated provide paid media and web design services to brands that want to increase their ROI from online channels. These services include paid social, SEM, and web design and development. To get in touch with Arham, visit pixated.agency, or email him at firstname.lastname@example.org. He’d love to hear from you!