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Top 12 Strategies for Shopify Conversion Rate Optimization

Shopify conversion rate optimization for your online store is a crucial aspect of your overall success. Transforming visitors into customers is essential for the profitability of your store. While there isn’t a single growth hack that can instantly improve Shopify conversion rate, leveraging Shopify apps can significantly enhance your optimization efforts.

In today’s tutorial, we will explore tips and tricks to help you increase conversions on your Shopify store. With the assistance of a few key Shopify apps, you can streamline and expedite the process of optimizing your conversion rate. Let’s get ready and dive straight into our list.

Table of Contents

What Is Shopify Conversion Rate Optimization?

Shopify conversion rate optimization (CRO) is a collection of marketing strategies designed to raise the proportion of website visitors who convert. It employs persuasive psychology in design to motivate individuals to perform a desired action. A/B, or split, or multivariate, testing is frequently used in CRO.

Online sales are quite important. They’re the wonderful moments when a passerby in your shop decides to purchase one of your goods. Furthermore, conversions are continuously taking place in the lead-up to that point on a far lesser scale.

For example, having a visitor click through to a product on your homepage could be considered a conversion. When a customer clicks Add to Cart on a product page, that conversion may occur. The function that a certain section of your website fulfills can have a whole bearing on conversions.

The following (but not limited to) are typical website conversions for e-commerce brands:

  • Web-based commerce

  • A visitor puts an item in their cart

  • Customer adding an item to their wishlist

  • Sign-ups for emails

Any key performance indicators (KPIs) or e-commerce metrics that are unique to your company can be monitored and optimized for. Since conversion affects a wide range of elements on your website and digital marketing platforms, it’s a large topic.

The following five areas stand to gain greatly from a CRO strategy:

  • Homepage

  • Landing pages

  • Product pages

  • Category pages

  • Checkout experience

Testing every element of your website customisation is essential if you want to see an improvement in conversions on your online store. Countless CRO case studies demonstrate how minor adjustments can have a significant effect on your optimization efforts.

How to Calculate Conversion Rate

Monitoring conversion rates throughout all of your channels is crucial to keeping up a successful Shopify conversion rate optimization procedure. You must understand CRO calculation in order to accomplish it.

The following represents a typical conversion rate formula:

Conversion rate calculation

Source: Shopify

Assume that last month saw 1,000 visits and 60 sales for your store. It is equal to 6% when you multiply your conversion rate by 100 and divide it by 1,000 (.06).

How well does your store convert customers? A typical ecommerce site’s conversion rate, according to the most recent benchmark, is 3.68%.

Targeting a conversion rate of 2% to 3% is a wise move for a new store owner. As time goes on, the following techniques to improve Shopify conversion rate will assist you and your businesses.

Ways to Optimize Your Shopify Store’s Conversion Rate

Define your website’s goals

Improving your conversion rate becomes challenging without actively monitoring and evaluating your success. Initiate the process by defining desired user actions on your website and establishing criteria for what constitutes a conversion. This could be a purchase or subscribing to your newsletter, for instance.

Set achievable objectives and appraise your performance over the last month, three months, and six months to gauge historical trends. However, be open to elevating your aspirations. Once your goals are established, consistently evaluate your progress using site analytics.

Consider adopting goals such as:

  • Enhance website conversions by 10% within six months.

  • Increase conversion rate Shopify from 1.5% to 2% by the conclusion of Q4.

  • Generate an additional 500 conversions monthly.

Improve Shopify store’s search engine optimization (SEO)

Improve SEO

Enhancing the search engine optimization (SEO) of your Shopify store is crucial for ensuring your website appears on the results page when users search for related terms on Google and other search engines.

To draw in relevant traffic to your Shopify store, it’s essential to identify the keywords your customers use when searching for products similar to yours. Tailoring your product pages around these keywords is key to SEO success.

While ecommerce SEO is a comprehensive field, implementing fundamental best practices can significantly contribute to improving Shopify conversion rate by attracting potential customers who are actively seeking the products you offer. This includes actions such as utilizing short and descriptive URLs and crafting meta descriptions for each page that are led by relevant keywords.

Website’s data analysis

Concrete data offers valuable insights into user behavior, enabling you to make well-informed decisions free from selection or memory bias. While a customer’s feedback on a product page’s design might be positive, if the data reveals that another product page resulted in a 20% higher conversion rate, it verifies the superior performance of one page over the other.

The pivotal metric is the conversion rate, representing the percentage of visitors who convert. To extract meaningful insights from your conversion rate, it’s beneficial to analyze and compare data based on page and traffic channel segmentation.

Numerous analytics tools can provide this information, with Google Analytics being one of the most widely used. Here are two approaches to effectively segment and compare your data:

  • Pages

Analyzing data through page segmentation is instrumental in identifying the top-performing pages, leading to hypotheses about their superior performance. This insight into user behavior facilitates the delineation of stages within an ecommerce conversion funnel.

By scrutinizing elements such as whether users exhibit a higher likelihood to convert after visiting a collection or a product page, you can strategically structure your site’s navigation to guide them effectively.

  • Traffic Channels

Examining data based on traffic channels provides insights into the types of web traffic most inclined to convert. For instance, you may discover that conversions from your Google Ads surpass those from your Instagram Ads.

While a deeper analysis may be necessary to determine if both ad platforms are directing visitors to the same landing pages, this data can shape your overall traffic strategy, enhancing conversions by attracting more high-quality traffic.

Make use of call to action

Call to action

The primary objective of your homepage is to guide customers to a product page. To ensure your homepage is conversion-focused, structure it around a prominent call to action (CTA) that distinctly stands out. Consider all other information, regardless of its importance, as supporting material.

Maintain the content above the fold—visible without scrolling—clean and straightforward. This section may feature a hero image of your best-selling or newly launched product, a headline, a navigation bar, and, crucially, the main CTA.

If you wish to incorporate a product story or additional details, it’s advisable to place them further down the page for visitors to explore as they scroll.

Verify if your Shopify store is responsive on mobile devices

You’re undoubtedly missing out on a sizable portion of your visitors if your Shopify conversion rate optimization efforts are limited to desktop computers. More than one-third of US retail transactions involve the usage of a smartphone by the client at least once during the customer journey.

It is imperative that you always keep mobile users in mind when you make site modifications. Enter your website’s URL into Google’s mobile-friendly test tool to see if it is responsive to mobile devices.

In order to facilitate a simple and straightforward product discovery process, a search bar is an essential feature. Standard features for most Shopify themes contain one.

Make product recommendations to consumers based on their input in the search box by utilizing a plugin that provides intelligent search choices and checks for misspellings and synonyms.

Certain applications enable you to personalize the search results page by designating products as “best-selling” or “low-stock,” which can instill a sense of urgency and encourage users to make a purchase.

Take and utilize crisp product images

Product images

Source: Shopify

Quality product photography is the foundation of a fantastic product page. Since they are unable to physically inspect your products, customers are taking a chance on what will actually come when they click “Buy now.” Good product photos are very important since they give visitors confidence that their expectations are reasonable.

Businesses can showcase their products from various perspectives by using a carousel of images, as advised by Shopify’s specialists.

The first in the series should include a clean, focused view of the product with no extraneous background. The middle or end of the slides should contain any pictures with models or in beautiful settings. Including a zoom tool will also let shoppers examine your product up close.

This, in turn, can help increase conversion rate Shopify considerably.

Write thorough and orderly product descriptions

Craft thorough and well-organized product descriptions, especially for higher-priced items, to instill confidence in customers about the product’s value. Write in a clear and straightforward manner, aligned with your brand’s tone.

For apparel, consider incorporating a sizing chart to enhance customer confidence in fit. Provide information on stock levels and any additional delivery fees to avoid surprises at checkout.

While there’s much to communicate, prioritize keeping the ‘Add to cart’ button visible above the fold for optimal conversion. If the product description pushes it out of view, employ HTML to create a collapsible menu or accordion with a ‘View more’ heading.

Discuss with your customers

Many marketers assume that quantitative data is of importance to increase conversion rate Shopify. However, some of the most valuable insights can be gained by engaging directly with customers.

Formal customer interviews offer a structured approach, posing questions such as:

  • Why did you choose to purchase this product?

  • What feature did you find most important?

  • Were there any hesitations or issues during the purchasing process?

Additionally, insights from customers and site visitors can be gathered through on-site surveys or chat tools. These methods often yield:

  • Queries about your product that your website might not address: For instance, if you sell a food product, visitors might wonder if refrigeration is necessary, a point that should be clarified on your product or FAQ page.

  • Understanding of your value proposition: You might discover, for example, that while your website emphasizes the health benefits of your product, customers are actually motivated by its competitive pricing. This insight can shape your copywriting strategies.

Maintain price transparency

Overcharging is something that nobody enjoys. Shoppers most frequently abandon carts due to unexpected surcharges at checkout. Approximately 47% of cart abandonment can be attributed to unforeseen taxes, customs fees, or—most frequently—last-minute shipping expenditures that are discovered.

Reasons for abandonments during checkout

To prevent this, include a clear shipping cost statement in your product description and include it well before you request to see the money. If your prices differ depending on the goods and the area, provide the buyer a rough estimate or a chart so they may figure it out on their own.

Even better, include delivery costs in the price of your product on Shopify and set “Free shipping” as the default. Free delivery is similar to popcorn in movie theaters, in that it’s a bonus but not a need for online retailers.

Free Shipping Bar

Free Shipping Bar for Magento 2

Expand shopping cart size by offering free delivery for buyers who hit the cart threshold.

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Create retargeting processes

Establish retargeting workflows to address the common occurrence of shoppers progressing through most of the customer journey but abandoning their carts towards the end. A significant 70% of customers leave their carts, presenting an opportunity to convert these nearly-customers.

Initiate an email marketing campaign through Shopify, targeting users who abandoned their carts, providing them a chance to recover their potential purchase. These remarketing emails can re-engage customers who may have hesitated or faced obstacles during the purchase process.

Additionally, implement retargeting ads either through the ‘Marketing’ tab on Shopify or on social media platforms.

For example, Watchfinder Clocks leveraging retargeting data in their ads have witnessed impressive returns on investment (ROIs), exceeding 1,300%. Notably, a quarter of consumers express appreciation for retargeted ads.

Provide incentives


Consumers are constantly searching for a deal plus a bonus, like free shipping or a gift. 62% of consumers say they won’t consider making a purchase from a merchant that doesn’t provide free shipping. Even though you might not always be able to justify it, you can provide customers free shipping on their first purchase, when their cart value reaches a particular amount, or if they make a purchase within a specific window of time.

Another strategy to increase the number of first-time customers you convert is to provide a discount coupon good for a percentage off their initial purchase.

Mageplaza Instagram Feed for Shopify

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Shopify Conversion Rate Optimization Tools

Google Analytics 4

Google Analytics is used by around 29 million websites for real-time, multi-channel tracking, which helps them understand visitor behavior and traffic patterns. Its foundation is Google AI, and it will mine your data for insights that can enhance your marketing.

Additionally, it can help you gain a deeper comprehension of the full customer life cycle, from acquisition to retention.

Although Google Analytics 360 is a commercial version for retailers with up to 10 million monthly hits, it is free to use and offers more accurate and greater volume data.


Over 900,000 websites utilize Hotjar, a well-known behavior analytics tool, as a Shopify conversion rate optimization tool to enhance user experience and boost conversions. You can find website friction points with the aid of heat maps and session recordings, and you can get real user feedback with the help of feedback tools.

Hotjar offers various price options, but the Scale plan costs $389 per month and records 4,000 sessions per day.


With the use of Optimizely, a digital experience platform, businesses can easily conduct content tests and experiments, leading to more informed decisions based on data used in Shopify conversion rate optimization.

It can be applied to website pages or other structured material to do multivariate testing as well as other kinds of tests. You don’t need to bother about writing code because everything is preset.

Additionally, you may view interactions, sign-up clicks, and other important data that will assist you in selecting the best variant in this tool’s comprehensive and rigorous report of test results.

Pricing for Optimizely can only be obtained by request.

Adobe Analytics

Another tool you may use to collect real-time data from your website and other sources, such as kiosks and applications, is Adobe Analytics. Its features—ad hoc analysis, flow analysis, and advanced segmentation—can all aid in improving your comprehension of your clientele.

You can do more with Adobe Analytics than just track visits and page views. Users can also track the effectiveness of their content, video interaction, consumer pathing, and traffic sources. You may find out who is visiting your website and why by using this tool.

Although there isn’t a free plan available, you can use the platform for free for a limited period of time.


Whether you’re a marketer or a business owner, your ultimate objective is to prompt individuals to click that crucial CTA button. It’s evident that every ecommerce marketing strategy should encompass Shopify conversion rate optimization.

Conducting the mentioned experiments will contribute to crafting enhanced experiences for your visitors, motivating them to take the desired actions, whether it’s signing up for emails, adding items to carts, or making purchases.

Image Description
Sam is the CEO & co-founder of Mageplaza, a company established to support Magento merchants with different powerful tools and resources. Sam Nguyen is also the CEO & founder of Avada Commerce, an e-commerce solution provider headquartered in Singapore – aiming to support more than a million online businesses to grow and develop.
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