Building a Shopify store or migrating to Shopify is really just the first step. In the eCommerce industry, every online store owner faces a series of challenges, and even in a well-positioned store, sales results may not be at the level an investor would desire. CRO in Shopify, or conversion rate optimization, plays a very important role here. In this article, we will explain what CRO is and what to pay attention to in order to increase conversion in your store.
Conversion Rate Optimization (CRO) involves analyzing data and implementing optimizations/changes aimed at increasing the number of users who perform a specific action – this can, of course, be a purchase, but also, for example, signing up for a newsletter or completing a survey in the store.
Why isn't a Shopify store selling?
It's impossible to implement specific changes if the reason for underperforming conversions is unknown. Of course, you can implement optimizations 'blindly,' but the effects may appear with a significant delay or improvement may not occur at all. That's why analysis and finding out why a Shopify store isn't selling are so important.
There can be hundreds of answers to this question – from an insufficiently described product, through slow page loading causing customer irritation, lack of trust in the brand due to a low average rating, to an unclear return policy or uncompetitive prices.
The first step is to analyze data from Google Analytics (you can also use the Shopify analytics section, which I encourage, as it provides a wealth of information) and heatmaps (if available). It's worth paying attention to the bounce rate, customer purchase path, and total time spent on the store page. Additionally, you should verify native store settings and perform a Shopify UX analysis.
Only after gathering data should you prepare an optimization plan.
Shopify product page optimization
The product page is definitely the most important place in an online store, which is why it is so crucial to optimize it as part of CRO in Shopify.
First and foremost, remember these few elements:
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Clear product photos and videos.
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Extensive description with key details (these details will vary in each industry – in the fashion industry, they will be information about the composition, washing recommendations, or details about the sewing factory from which the product originates; in the beauty industry, they may also include before-and-after materials showing the use of a given cream).
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Information about delivery and return policy.
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Ability to leave reviews.
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Intuitive customer path to the 'Add to cart' or 'Buy' CTA.
How to improve Shopify store UX?
One of the reasons customers leave a store before completing an order are UX issues. So, how can you improve Shopify store UX?
It's worth conducting a usability analysis using Nielsen's 10 heuristics – this will show what usability challenges customers encounter in the store.
As for the purchasing process, it should be as intuitive as possible, and the path from product to final purchase clear and standardized. The customer should easily find the product they are interested in, add it to the cart, and purchase it. The ideal solution is a one-page checkout, which reduces the number of steps in the 'final stretch.'
It's worth ensuring filtering and sorting, which facilitate product searches, and a menu layout that customers won't get lost in.
It's obvious that the store is implemented with a mobile-first approach, as mobile devices generate traffic in the vast majority of industries.
UX errors in online stores
The most common UX errors in online stores that we should avoid are:
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pop-ups that appear suddenly and hinder page exploration (and if there's also a problem closing the window, it's almost a guarantee that the customer will leave the store),
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illogical menu structure,
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non-functional product filters,
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illegible (too small or improperly placed) CTA buttons.
Page speed and Shopify conversion
In the eCommerce industry, page speed plays a very important role and it has a real impact on sales results. The longer a customer has to wait, the slower an element loads, the more drastically the probability increases that they will leave the store out of irritation. What affects page speed? Below are a few elements to consider:
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removing unused applications from the store,
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limiting the number of heavy 'embellishments' on the store page,
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compressing graphic materials.
The faster a customer can navigate the store (due to loading speed and intuitiveness), the greater the chance of making a purchase.
How to improve Shopify checkout?
In the basic versions of Shopify, we don't have the option to modify the checkout. The situation is slightly different in Shopify Plus, where we have a bit more editing options. Nevertheless, it's worth remembering these key elements regarding checkout (regardless of the license the store is based on):
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diverse payment and delivery methods, tailored to the preferences of users in a given market,
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the ability to purchase without registration,
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limiting to the essential, minimal number of fields in the purchase form.
Abandoned carts - how to reduce their number?
Abandoned carts are a normal component of every online store - in one store, this percentage will be higher, in another, slightly lower. Here are a few proven methods for rescuing abandoned carts:
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automatic email messages with information about an abandoned cart (Shopify has a built-in mechanism for sending after a certain number of hours, but many clients also use dedicated marketing automation systems),
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offering discount codes in a subsequent email,
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the ability to save your cart and complete purchases later,
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transparently informing about delivery costs - for example, if you know that due to the specific nature of your products, the cost of packaging and logistics related to delivery will be higher for the customer than usual, it's worth communicating this information in advance).
Shopify A/B tests - how to conduct them?
Don't be afraid to experiment - A/B tests in Shopify allow you to gather additional information and identify which scenarios and store elements perform better.
A/B tests involve comparing several (usually two) versions of the same element, e.g., different product photos, different CTA placement, different product page layout.
In Shopify, to conduct A/B tests, you can use an app from the Shopify App Store or, for example, publish the store with specific changes, upload heatmaps, and after a week/two, analyze the collected data, then publish the version with changes in the second variant and compare the results after the same amount of time.
E-commerce landing page optimization
As a Shopify agency, we know that a landing page and its presentation greatly influence marketing results. Therefore, eCommerce landing page optimization is an inseparable element of every store. An effective and valuable landing page should include elements such as:
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a specific headline,
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clearly defined main goal and values,
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proof of validity in the form of e.g. opinions, reviews, scientific research,
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a clear CTA.
Best CRO eCommerce practices - summary
CRO in Shopify, unfortunately, is not about a single action, a temporary 'burst' only to cease any optimizations afterwards. It's a continuous process with three repeating elements:
analysis -> testing -> optimization
As a store owner, you should primarily focus on store speed and an intuitive purchasing process. Improving UX, combating abandoned carts, and optimizing checkout are further elements.
Regularly monitor the store's situation, analyze, and react to changing industry standards.
