Conversion Rate Optimization for Shopify

CRO is a technique to increase the percentage of Shopify store visitors who take desired actions, like making a purchase or signing up.

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What is conversion rate optimization?

Conversion rate optimization (CRO) is a set of marketing tactics for increasing the percentage of your website traffic that makes a conversion. It encourages people to do the intended action by utilizing the psychology of persuasion in design. Multivariate, split, and A/B testing are frequently used in CRO.

Conversions on websites are quite important. They are that great moment when a visitor to your shop ultimately purchases one of your goods. Additionally, conversions on a much lesser scale take place continuously in the lead-up to that point.

Typical website conversions for eCommerce brands include:

• Online sales

• Visitor adding product to cart

• Visitor adding item to wishlist

• Email signups

But you aren’t limited to the above examples. Any key performance indicators (KPIs) or eCommerce metrics unique to your company can be tracked and optimized. Because it affects so many different facets of your website and digital marketing platforms, conversion is a vast topic.

You must continually evaluate every element of your website to maximize conversions to an online business.

How to calculate the conversion rate

Making ensuring you are measuring conversion rates throughout your channels is crucial to sustaining a successful conversion rate optimization strategy. You must be able to calculate CRO to accomplish it.

Here’s what a common conversion rate formula looks like:

Conversion rate = total number of conversions/number of visitors) x 100

What conversion rate would be ideal for your store? The average conversion rate for e-commerce websites is 2.86%, according to the most recent surveys and studies. Aiming for between 1% and 2% is a fair target for a new business owner. Your conversion rate will gradually increase as a result of the following CRO techniques.

How to optimize conversion rates: A/B testing

Conversion rate optimization can be accomplished in some ways. Our attention is on A/B testing, sometimes referred to as split testing.

A/B testing compares two iterations of the same website to determine which yields superior results. A/B testing involves simultaneously displaying two distinct versions of a page to two groups of visitors who are comparable to one another. Ultimately, the version that performs better and generates more conversions has crowned the victor.

You must determine whether your website receives sufficient traffic to produce statistically significant results before you do an A/B test.


Ecommerce conversion rate optimization strategies

For eCommerce, optimizing your online business is a continuous process that will help you continually learn more about your audience and how to better serve them. It's not a strategy with a goal; it's something you should constantly be doing to advance.

A growth-driven design methodology with ongoing iterations is necessary for CRO. Continuous research and testing with programs like Google Optimize will lead to small advancements that will enable your Shopify store to operate to its maximum potential. 


To ensure that you never run out of new concepts to investigate, keep a list of all the experiments you intend to conduct in the future close at hand. To get your list started, here are some CRO strategies to test out in your store:

• Homepage

• Product discovery

• Product pages

• Checkout experience

• Shipping and returns

• Additional information

• Website speed and performance


Consider your homepage to be a real-world storefront. It serves as the storefront window, drawing customers in by grabbing their attention and piquing their curiosity.

Your homepage must have a welcoming atmosphere and make it simple for visitors to enter and browse your store. It must be a visually appealing, dependable experience with a single objective in mind—drawing customers deeper into your store so they can find the goods they want to buy.

Product discovery

Once customers are on your homepage, they need to be able to find the products they’re looking for and discover new products they might be interested in.

Your website must be easy for your customers to navigate, with thoughtful search functionality, clever category layouts, and interesting methods to find things.


Product pages

Every single one of your product pages needs to be constructed to clearly express to buyers the value of your items. Build engaging experiences that cover every facet of your products while eliminating any room for doubt or frustration.

Checkout experience

The checkout experience is one of the final phases in every customer's purchasing transaction, thus it must be as seamless and error-free as is humanly feasible to prevent irate customers from abruptly abandoning their carts.


Shipping and returns

You must keep in mind that even after a consumer has completed the checkout process, the transaction is not complete until they have the product in their hands. Consider the way you manage shipping and returns as an additional chance to impress your clients and convert all of those one-time buyers into devoted patrons.


Additional information

For your clients to move through the conversion funnel, it's important to optimize elements like your homepage, product discovery features, and product pages. However, you also need to make sure that your website has additional information like contact information and an About section.

Website speed and performance

Your website's performance and your company's success go hand in hand. Google reports that if your site takes longer than three seconds to load, 53% of mobile users will abandon it. You can be turning away from that much traffic without even recognizing it.


More experiments equal higher conversion rates

Getting people to click that CTA button is your only priority, whether you're a marketer or a business owner. Conversion rate and page optimization should be a part of every eCommerce marketing strategy. By doing the aforementioned tests, you can improve the user experience for your visitors and persuade them to make the required action, such as purchasing something.

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