CRO | Shopify
The single most important metric for any e-commerce website is the conversion rate. Run the numbers - if your conversion rate improved by an average 0.5% how many more sales or leads would you have had over the last 12 months?
Overall CR in Shopify isn’t helpful. It will be higher if most of your traffic comes from existing customers. If you run advertising that drives new prospects your conversion rate will drop whilst your overall sales volume grows.
The trick is to understand where and why users leave without purchasing. Your objective is stop them leaving and hold their hand through the purchase journey to get them over the line.
5 tips to get started…
1/ Don’t make me think…
Users are impatient and another website is only a click away. Simplicity beats snazziness - and clarity is king. Are you answering the questions they have about your product or service at the right time?
2/ Check your website on your phone
How does your conversion rate compare for mobile users vs desktop users? c70% or more will likely browse your website on mobile. If you’ve designed your website on a laptop make sure there’s not too much to read, too much scrolling, or back and forth.
3/ Email sign ups
Not everyone who visits will purchase, encourage visitors to sign up whether that’s for a welcome code, offers or a free download.
Purchasers can be automatically opted in for email (so long as a transaction has occurred) providing they are given an option to opt out.
4/ Always be testing
A website is never ‘finished’. You should always be learning, testing to see what increases your CR. Changes to content, messaging, signposts and offers - understand what works best. Create new landing pages for specific campaigns - find ways to increase the CR and all your marketing will work harder for you.
5/ Trust & Reassurance
Anyone completely new to your website needs to trust you to convert. Reviews, ratings and returns policies all help.
Can we help?
When you’ve worked so hard on a website it’s hard to spot the things that can impact conversion. Rarely does a website need a re-design - often it’s small changes in content that can make all the difference. Get in touch for an expert second pair of eyes.