You work hard enough to bring people to your Shopify store. So when they bounce without buying, it’s hard not to take it personally — especially if they clicked Add to Cart. Why didn’t they finish what they started?
That’s why improving your Shopify conversion rate is a top priority for store owners. You want to keep them on the page longer. You want to figure out what’s going to make people want to pull out their credit cards. Most importantly, you don’t just want to give them a product selection — you want to give them a reason to buy from you!
With more than 1.7 million Shopify store merchants, you’re facing plenty of competition no matter what you sell. Let’s look at how you can take more control over your revenue with these 8 best practices on how to increase Shopify conversion rate.
It’s tempting to copy and paste the manufacturer’s descriptions for your products. After all, who knows the product better than the company that made it?
The problem with this is that your products end up looking like the same products that other stores sell. There’s nothing unique about them, and no reason for people to choose you vs. a competitor.
You can capture your audience’s attention and encourage conversions when you take product descriptions into your own hands. You can use the same technical information from the manufacturer, such as sizes, weights, and quantities. But you should also offer a beyond-the-basics description of what the product does, its benefits, who it’s for, and other details that pull the buyer in.
For example, if you’re selling food products, make sure to let people know if it’s dairy-free, gluten-free, vegan, or locally sourced. Or, if you’re selling clothes, you might talk about care instructions, the way the product feels, or how to wear it.
Search engine optimization is a highly effective way to capitalize on customers actively looking for products you are selling. This goes well beyond creating a descriptive product title. You also want to include keyword-rich product descriptions so that Google’s algorithm can include your products in search results.
Some of our SEO best practices include:
● Include structured data for each product page — Rich results can increase click-through rates by 20-30%!
● Add a meta description for each product page.
● Include the manufacturer’s name if it makes sense to do so.
● For parts, include the SKU as people might search for parts this way.
● Make every description unique so that your products don’t get flagged for duplicate content.
The remaining suggestions for best ways to improve Shopify conversion rates can also give your SEO a boost.
If you’ve ever felt duped by a product image online, you’re not alone. Studies show that 75% of shoppers rely on images when shopping online, while 22% of shoppers have returned a product because it looked different on the website than it did in person.
The good news: when you have great product imagery, it’s 40% more likely to be shared on social media. That’s an easy way to capitalize on free website traffic.
Don’t stick with just stock photography, either. The more ways you can show off your product, the better. For example, if it’s clothing, show it on a real person. Choose photos with multiple angles. Show the front, back, and sides of a product. Use real people to highlight the product’s size instead of relying on dimensions in the description.
People want to know what they’re really buying. Photos can build trust in the purchasing process and also in you, the store owner. When products meet their expectations, you can expect better reviews, fewer returns, and greater customer loyalty.
People come to your website in different ways and for different reasons. For example, they might find you via social media because of an ad they saw, or they might be looking for a specific product via search. Whatever the reason, you want to maximize their visit as much as possible. Personalized product recommendations can help them learn more about the products you offer and give you more opportunities to catch their eye.
Studies show that 74% of consumers feel frustrated when a website’s content isn’t personalized. More than 9 in 10 shoppers say they are more likely to shop with brands that provide relevant offers and recommendations.
You can do this at scale with the right tools, even if you know nothing else about each website visitor. Install a product recommendation app like Personalization or Wiser (and lots more on the Shopify app store) to take the guesswork out of the process. Apps can show related products, items that are frequently purchased together, and recommendations based on their store browsing.
The fewer barriers to purchasing that customers experience, the more sales you stand to gain. Many e-commerce stores are moving away from just accepting major credit cards (e.g. Visa, Mastercard, Discover, and Amex) to also include things like PayPal, Apple Pay, and similar options.
Recent research found that a surprising 30% of American adults don’t have a credit card. If a customer wants to buy something but you don’t offer a payment option that works for them, you risk losing that business.
Payment gateways can be a hassle to set up, but doing so might mean increasing your Shopify conversion rate. Any extra sales that come from your efforts will be well worth it.
Another barrier that stands between you and how to increase Shopify conversion rates is a lengthy, complicated checkout process. No customer wants to jump through hoops to complete a transaction, especially when so many other stores are making this process more efficient and streamlined.
The more steps in your checkout process, the more risky it becomes that your buyer will abandon their cart altogether. Abandoned carts contribute to huge revenue losses, accounting for more than 69% of all online shopping sessions and an estimated $18 billion in sales each year.
Optimizing your checkout process can increase conversions by more than 35%. Take out unnecessary steps and only ask for the basics. At this point, your only goal is to complete the transaction so you can collect the revenue. Don’t worry about account creation, email opt-ins, or anything else that can distract from the process.
Live chats have been shown to increase the Shopify conversion rate by as much as 40%. That’s because it gives customers the opportunity to ask questions about a product before they buy it, just like they were shopping in-store.
Customers want to feel confident about the products they buy, especially if they are new to your store. You’re not only selling them on the product, but also on your store’s brand and reputation. Live chat accomplishes this by giving customers another way to get in touch with you.
One caveat worth mentioning is that you should only use live chat if you are able to respond to customers quickly. AI tools can get the ball rolling for you in a similar way as a human receptionist, and can even handle basic questions on your behalf. But there will be times when you will need to take over the conversation. Customers expect answers quickly with live chat features and will quickly leave your store if you take too long to respond.
Social proof is another key part of building trust, not just in your products but also in your store. Allowing users to leave star ratings and reviews on the products they’ve purchased can help improve Shopify conversation rates. Shoppers can learn more about a product’s quality, how it fits, how it works, and whether it’s worth the money.
The majority of shoppers read customer reviews before they will buy an item, and reviews heavily influence buying decisions.
What’s more, having product reviews on your website shows that other people trust your brand and are buying from you. You’re not just a Shopify store that popped up overnight, but rather has legit customers making real purchases.
Make it a point to collect customer reviews by following up with shoppers via email. Ask them to rate the products they purchased and leave a comment. You can automate this follow-up process with email tools and reputation management technology, many of which are available on the Shopify app store.
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