Like most entrepreneurs, you probably spend much time and effort on Facebook and Google ads, but overlook your Shopify conversion rate. Interestingly, the pandemic has accelerated online shopping by as much as five years, and the anticipated increase in global eCommerce sales over the recently tracked period is 27.6%. Despite being a challenging period, the year 2020 saw double-digit eCommerce growth.
The bottom line here is that failure to consider your Shopify conversion rate is a mistake since conversions improve the profitability of your marketing campaigns. In addition to cart abandonment, one of your store's most critical health indicators is your conversion rate. Boosting your Shopify sales is possible once you gain insight into your conversion rate and how you are doing compared to other similar stores.
Unpacking Conversion Rate and Its Importance
Conversion in the marketing world describes customers who are impacted by your marketing efforts, visit your store, and purchase something. So, the conversion rate is the percentage of the total number of visitors to your online store vs. the number of purchases.
Note that the most cost-effective way of building your revenue is increasing your Shopify conversion rate. That means that having a conversion rate strategy is a reliable option for getting more sales since spending your marketing budget on advertising can reduce the quality of your traffic. The other importance of assessing your conversion rate is that it will shed light on the following.
- a) Remarketing – Former clients are the best audience for future sales. An effective marketing mix largely depends on remarketing, and the latter only happens after the first sale. In that case, turning a few more uncertain browsers into customers is a better idea than spending big on marketing to strangers.
- b) Consumer Insight – If you want to know whether your online store offers value to those visiting it, you need to assess your conversion rate. Doing so will help you learn a lot about your pricing, products, and your store too.
- c) User Experience – It is impossible to overlook user experience (UX) when considering improving your conversion rate. That is achievable by highlighting the value of your products, reducing ambiguity, and demonstrating your credibility.
Tips for Improving Your Shopify Store Conversion Rate
Several factors guide your customers' decisions at every stage of the conversion funnel. These include seamless navigation, trust, your value proposition, and accessibility to important details. So, how do you get more visitors to your Shopify store to press the check-out button? Here are a few tips for improving your Shopify store conversion rate.
1. Avoid Fancy Jargon
Keeping advanced terminology to a minimum in business is advisable. Take time to look over your Shopify platform to identify how you can simplify information. Doing so allows you to show expertise while meeting your clients at a personal level by ensuring that your copywriting portrays an aspect of personality.
Coherently explaining yourself and impressing your customers without intimidating them can help you achieve this objective. For instance, instead of saying, "Cotton grows around the seeds of the cotton plants of the genus Gossypium in the mallow family Malvaceae," try, "Cotton is a natural fiber that derives from the seedpod of the cotton plant.
2. Give Customers Convincing Reasons to Consider Buying from You
Beyond concerns over what is in it for them, customers also want to know why they should consider buying from you or what distinguishes you from competitors. As such, you need to identify elements of value to your customers and ensure that you excel in at least one of those areas for your Shopify store to succeed.
That calls for reflecting on the unique things about your enterprise, products, or services. Once you identify that one special thing, focus on it wherever you market your Shopify store, including your adverts, products pages, and the About page. In any case, what sets you apart from the rest is one of the biggest hooks to reel in customers.
3. Create A Sense of Urgency and Necessity
One of the ways you can encourage consumers to buy is by suggesting that this may be their last chance to convert. That is possible by incentivizing two types of scarcity. These are;
- Time-related (last day to buy).
- Quantity-related (only 2 pairs left!).
The most important thing to remember, in this case, is to avoid any temptation to not be truthful to your customers. The reason is that you will do more harm than good when you break clients' trust by lying about scarcity. So, if your supply is endless, consider pushing scarcity through promotions, and that takes creativity. Below are some of the examples worth considering.
- Only five shirts left at this price!
- Free gift for the first 20 people who buy!
- 15% off if you buy in the next half hour!
4. Build A Sales Funnel
As you try to get conversions, timing becomes an indispensable factor. The implication is that prompting your customers too early or late in the purchasing process can chase them away. For that reason, building a sales funnel becomes a necessity.
That way, you will understand the process your clients go through right from finding your Shopify store to converting and different points along the way where you can gain trust. A sales funnel has different ways you can develop a relationship with your customers to close a sale.
That may be offering free content, writing blog posts, sending an informative newsletter, or something entirely based on your sector.
Helpful Tools for Improving Your Shopify Store Conversion Rate
Conversion Rate Optimization (CRO) Tools
The right tools can help you fix a leaky conversion funnel, which will, in turn, improve your Shopify store conversion rate. Some of the CRO tools that can help you get your sales funnel water-tight include Heap Analytics, Sitechecker, Smartlook, CrazyEgg, 5-Second Test, SurveySparrow, among others.
A/B Testing Tool
Basically, A/B testing involves creating two versions of a page on your website, directing half of your visitors to one page and the other half to the other page to see which of the two performs better. A/B testing is reliable because it allows you to see what your clients will visually respond to. Such insight can help you optimize your entire Shopify platform to make it more effective at conversions.
One of the tools that can prove worthwhile when it comes to A/B testing is Google Optimize.
Your product and service pages are the lifeline of your online shop. If your presentation is poor, you risk losing a lot to your competition besides discouraging your customers. Implementing the tips above increases your Shopify store conversions and improves your brand's stature.