How to optimize conversions for your Shopify E-Commerce Store

by Julia Jackle - Jun 11, 2020

How to optimize conversions for your Shopify online store

Getting tons of traffic to your site is always a good thing and something we all want for our online stores and blogs. But if the traffic does not convert to something like a sale, an eBook download, or a subscription to your email list, then there is really no point to it. There are some exceptions to this rule, like maybe a news site generating revenue from AdSense or a company that is specifically trying to generate buzz around its brand. But 99% of the time, you need your traffic to convert, otherwise, it’s simply a waste of time and effort.

So what is conversion optimization?

Just think of CRO as a detective job. This is the same as combing out the weak points of the conversion funnel of your online store. The concept of removing barriers to conversion – that is what prevents your site from turning visitors into buyers is at the heart of conversion optimization. In other words, CRO is the scientific process of diagnosing, hypothesizing and testing.

1. Strategic ACTs (Button, Popups, Price Tables)

A landing page has a purpose – to acquire something from your audience. Whether it’s generating leads or building a list of subscribers, contact information or, more importantly, sales. By using a CTA – Call to Action, you promote such a goal and ask your visitors to act in a particular way. The use of strategic CTAs and their proper positioning may be the determining factor in determining whether or not you will improve the number of visitors you convert.

2. Simplistic navigation

Navigation is an essential aspect of conversions. Even if you do not realize it, the direct traffic you receive on your home page is not the only traffic you should expect. On the contrary, the simpler the navigation on your site, the more likely it is that visitors will return to your landing page and action calls. 

To achieve this:

  • Use inbound links in articles to increase traffic to your landing pages.
  • Create a separate navigation menu that contains easy-to-understand navigation terms.
  • Add popular links to your sidebar or your on-line CTAs that direct traffic to your important pages.
  • Direct your potential customers to CTAs with directional arrows and text.

3. Page loading speed

The speed of loading pages on your store plays an important role in your conversion rates. We are in 2020 and no one is patient. We all expect things to load in the blink of an eye, and if not, the first thing we do is press the back button. In other words, the faster your site is, the more your conversion rate will go higher.

4. Include testimonials and reviews

An effective way to build trust and promote sales is through testimonials and reviews. These should be displayed directly after the product description of a particular item. This creates an impression that the descriptions are legitimate and credible. According to a study by Nielsen, 92% of people trust recommendations from friends, while 70% of people trust recommendations from people they do not even know.

This lies in the nature of human beings. If other people are satisfied with your product/service, your visitors will be more likely to become customers themselves.

In most cases, as convincing as your site is,your visitor will still hesitate and will, therefore, tend to postpone their final decision. However, when it comes to convincing, show the opinion of other customers. This will help you make the argument irresistible and prove that your service or product perfectly meets their expectations!

5. Build Funnels

Build funnels and analyze all points – from user entry points to exit points. Try to identify the “missing links,” and barriers to conversion. Find out where users are leaving, and create testing systems that evaluate site improvements. Tools like Google Analytics, Omniture and Kiss metrics are great for building conversion funnels.

6. Use Analytics

Find out what actually happens when people get to your site, analyze their actions, what keywords they found you on, what page they went to. Tools like Google Analytics will tell you all this, but why not dig deeper? What browsers do your visitors use? What is the most popular screen resolution?

SHARE
About the Author:
Julia Jackle
Julia is the co-founder and CEO of Creative971 and has written blogs in the past for the Entrepreneur Magazine UAE. Her extensive knowledge in the E-Commerce industry in the UAE and GCC is widely appreciated.

GET STARTED

We can take your business from concept to conversion no matter what stage of the journey you’re at.