Are you a Shopify user struggling to convert website visitors into paying customers? Do you feel like you're putting in all the hard work driving traffic but not seeing the sales you deserve?
Don't worry, you're not alone. The truth is, boosting your Shopify conversion rate can be a tricky business. But with the right tactics and know-how, you can turn your website into a sales machine.
In this post, we're going to take a deep dive into all things Shopify conversion rate. From understanding what it is and how to calculate it, to exploring the statistics and averages, we'll leave no stone unturned. We'll also uncover the key factors that influence your Shopify conversion rate, and most importantly, share 10 proven tactics to help you improve it. So grab a coffee, sit back, and let's get started on the path to increasing your sales and revenue!
In simple terms, a conversion is when a website visitor takes a desired action on your Shopify website. This could be anything from making a purchase, subscribing to your newsletter, filling out a form, or even just clicking on a specific button. The goal of any Shopify website is to convert as many visitors as possible into customers or subscribers.
Conversion rate is the percentage of website visitors who take a desired action on your website, compared to the total number of visitors. It is an essential metric for Shopify retailers to track because it provides a clear indication of how well their website is performing.
A high conversion rate indicates that visitors are finding your website appealing and that your marketing efforts are effective. On the other hand, a low conversion rate suggests that there may be issues with your website's design, usability, or marketing strategy.
It's important to note that not all conversions are created equal. For example, while a purchase is the ultimate conversion goal for an e-commerce site, a newsletter subscription or a form submission could also be considered valuable conversions. It all depends on your business goals and the specific actions you want your visitors to take on your website.
In the next section, we'll explore how to calculate your Shopify conversion rate, so you can start tracking and optimizing your website's performance.
When most people talk about conversion rate, they're typically referring to the "purchase conversion rate". Purchase conversion rate is the percentage of website visitors who complete a purchase on your Shopify website, compared to the total number of visitors. It's a crucial metric for e-commerce businesses because it directly impacts revenue and profitability.
But, as we mentioned earlier, not all conversions are purchases. Depending on your business goals, you might also track other types of conversions, such as newsletter sign-ups or contact form submissions. To calculate these other conversion rates, simply replace "purchases" with the relevant action in the example below.
Conversion rate = (Number of conversions / Number of visitors) x 100
Let's look at an example. Say your Shopify store had 10,000 visitors last month, and of those, 500 completed a purchase. To calculate your purchase conversion rate, simply divide 500 (the number of purchases) by 10,000 (the number of visitors), and multiply by 100 to get a percentage:
Purchase conversion rate = (500 / 10,000) x 100 = 5%
So in this case, your purchase conversion rate is 5%. This means that out of every 100 website visitors, 5 of them completed a purchase on your website.
It's worth noting that your conversion rate can vary widely depending on your industry and business model. In the next section, we'll take a look at some Shopify conversion rate statistics and explore what is considered a good or bad conversion rate.
When it comes to average Shopify conversion rates, the industry benchmark hovers around 1.5-2%. However, relying solely on universal conversion rates is not always wise.
Because various factors beyond your control can influence your conversion rate. For instance, Let’s say you're selling in a developing market with relatively low credit card penetration - isn’t it likely that you’ll have a lower CVR than someone selling primarily to Californians, even if you’re in the same vertical?
Or perhaps you’re selling high-end boutique clothing. Isn’t it likely that you’ll have a lower conversion rate than someone selling cheap impulse-buy fashion pieces?
The point I’m trying to make is this: while industry benchmarks can be helpful, it's essential to consider them in the context of your own store. Averages from large data sets can only tell us so much about how we’re performing relative to everyone else.
That said, the answer ‘it depends’ isn’t why you came to this post! So let’s look at the best figures we have available to us, and get some insights.
While a good Shopify conversion rate is subjective, data from a study conducted by analytics platform LittleData can help give you a sense of how you’re performing against other Shopify users.
The study analyzed over 3,000 Shopify stores, and the researchers reported that the average Shopify conversion in the sample was 1.3%. The study also found that stores with a conversion rate of above 3.2% were ranked in the top 20%.
So in light of this, we can conclude that a conversion rate of above 1.3% is considered good. While a rate above 3% is considered outstanding.
Littledata’s study suggests that the average Shopify Conversion rate is 1.3%. So, anything below 1.3% is considered below average - or put another way - in the bottom 50% of stores when it comes to purchasing conversion rates.
But below average doesn’t mean bad - to that end, the researchers reported that stores with a conversion rate below 0.2% were in the bottom 20% - which is a pretty bad conversion rate, it must be said.
So, to answer the questions ‘What is a good conversion rate?’ and ‘What is a bad conversion rate for Shopify’ - if your store's conversion rate falls below 0.5%, there is likely room for improvement. On the other hand, if your store's conversion rate is above 3.2%, trying to push it even higher may yield diminishing returns.
With that in mind, let’s keep going to learn a framework that’ll help you find conversion sticking points and implement conversion-boosting strategies with ease.
As we've discussed, several factors can affect your Shopify conversion rate. To better understand what these factors are, let’s turn to Chris Goward's LIFT framework, which outlines six key factors that influence conversion rate:
With a CRO framework for analyzing our store under our belts, let’s jump into specific tactics you can test on your store. The majority of stores we’ve seen benefit from implementing the following strategies.
One-click upsells and thank-you page offers are easy ways to increase revenue without requiring additional effort from the customer. By offering related products or discounts on the thank you page after checkout, you can capitalize on the buyer's high state of mind.
For example, let's say you sell workout supplements. After a customer purchases a protein powder, you can offer them a one-click upsell for a shaker bottle or a discount on their next purchase. This tactic not only increases the average order value but also increases the likelihood of the customer returning to your store.
The 'Return to Cart' button can be a distraction and can lead to cart abandonment. By removing the button, you simplify the checkout process and keep the customer focused on the task at hand.
For example, let's say a customer has added items to their cart and clicked the checkout button. By removing the 'Return to Cart' button, you eliminate the option for the customer to backtrack and potentially abandon their purchase.
Not everyone wants to create an account when making a purchase. By enabling guest checkout, you can reduce friction and improve the overall user experience.
For example, let's say a customer wants to buy a gift for a friend but doesn't want to create an account. By enabling guest checkout, you remove the barrier and make it easy for the customer to complete their purchase. Above you can see how Gymshark gives guests the ability to create an account after they've completed the purchase.
Visual progress indicators have been shown to improve conversion rates by providing customers with a clear understanding of how far along they are in the checkout process.
By breaking down the checkout process into distinct steps and visually indicating which step the customer is on, you can help reduce the anxiety and frustration that can arise during the checkout process.
In fact, a study by Baymard Institute found that 21% of shoppers abandoned their carts because the checkout process was too long or complicated. By adding visual progress indicators, you can help alleviate these concerns and improve the overall customer experience.
Some examples of visual progress indicators include progress bars, step numbers, or icons that represent the various stages of the checkout process. You can also use color-coding or highlighting to draw attention to the current stage and help customers understand what information they need to provide at each step.
By incorporating visual progress indicators into your checkout process, you can help reduce cart abandonment and improve your overall conversion rate.
Customers don't want to spend more time than necessary filling out forms. By only collecting essential information, you can reduce friction and make the checkout process smoother. Here’s a super nice example of a short form & checkbox to skip filling it in twice from Sandquist.
Basically, only ask for what you need to fulfill the order. For example, let's say you sell clothing online. Instead of asking for the customer's phone number, you could remove the field altogether or make it optional. This way, you only collect the information you need and reduce the likelihood of cart abandonment.
For example, let's say a customer has a question about sizing or shipping. By offering live chat support, you can quickly address their concerns and provide the information they need to make a purchase.
Scarcity and urgency are powerful motivators that can encourage customers to take action. By applying these tactics tactfully, you can create a sense of urgency without coming across as pushy.
For example, let's say you have a limited number of popular items in stock. By displaying a message that says "Only 3 left in stock," you create a sense of urgency and encourage customers to act fast.
An exit-intent pop-up appears when a user is about to leave your website, usually by moving their cursor toward the exit button or back button. This type of pop-up is a last-ditch effort to convince visitors to make a purchase or take some kind of action before they leave.
Exit-intent pop-ups can be a great way to offer a discount or other incentive to visitors who are on the fence about making a purchase. Some examples of effective exit-intent pop-ups include:
For example, an online clothing store might use an exit-intent pop-up to offer visitors a 10% discount on their first purchase if they sign up for the store's email list. This can help to capture the visitor's contact information and encourage them to make a purchase in the future.
One of the most common reasons for cart abandonment is unexpected shipping costs. Customers are often hesitant to make a purchase if they feel like they're paying too much for shipping or if they're unsure about the return policy.
Offering free shipping and free returns can be a powerful way to reduce cart abandonment and increase conversions. While it may seem counterintuitive to offer free shipping when it can eat into your profit margins, studies have shown that offering free shipping can actually increase overall revenue by encouraging customers to spend more.
For example, an online shoe store might offer free shipping on all orders over $50, as well as a hassle-free return policy. This can help to reduce cart abandonment and encourage customers to make larger purchases.
Even with all of these tactics in place, some customers will inevitably abandon their carts before completing their purchases. But just because a customer abandons their cart doesn't mean that the sale is lost forever.
One effective way to recover lost sales is to build an abandoned cart recovery email flow. This involves sending a series of targeted emails to customers who have abandoned their carts, to encourage them to complete their purchase.
Some tips for building an effective abandoned cart recovery email flow include:
For example, an online pet store might send a series of three abandoned cart recovery emails. The first email might remind the customer of the items in their cart and encourage them to complete their purchase.
The second email might offer a 10% discount code to incentivize the customer to return to the website.
And the third email might include a countdown timer or other urgency tactic to create a sense of urgency and encourage the customer to complete their purchase before time runs out.
These are just a few of the tactics you can use to increase your conversion rate on Shopify. By implementing these strategies and continuing to test and optimize your website, you can improve your conversion rate and drive more sales for your online store.
A/B testing involves creating two or more versions of a page or element on your site and showing them to different groups of visitors to see which version performs better.
As Jacob Elbaum, CEO of CRO Agency Shivook told me: “...the key to running a successful CRO campaign is to understand the value of A/B testing as a learning tool. You must perform research to identify what you believe are conversion levers (site changes you believe will affect conversions) and then use A/B testing to test those levers.”
“When you win a test, you’ll then be able to confirm that the researched conversion lever is actually valid and worth digging into deeper” Adds Jacob
To run an A/B test on Shopify, you can use apps like Optimizely, Google Optimize, or VWO. These apps allow you to create different variations of your store's pages and test them against each other to see which one converts the best.
Here are some elements of your store that you could test:
When running an A/B test, make sure you only test one element at a time. This will allow you to clearly see which change had the biggest impact on your conversion rate. Also, make sure you test for a long enough time to gather statistically significant data.
By constantly testing and optimizing your Shopify store, you can gradually improve your conversion rate and grow your business.
In conclusion, optimizing your Shopify store's conversion rate is crucial to the success of your business. By understanding what conversion rate is, calculating it, and knowing the benchmarks and factors that influence it, you can take actionable steps to improve your conversion rate.
We've covered nine proven tactics to increase your conversion rate, including adding one-click upsells, removing the "return to cart" button, enabling guest checkout, only collecting essential information, adding live chat at checkout, tactfully applying scarcity and urgency, adding an exit-intent pop-up, offering free shipping and returns, and building an abandoned cart recovery email flow.
Additionally, we've discussed the importance of A/B testing and how to implement it in your Shopify store to further optimize your conversion rate. By implementing these tactics and continuously analyzing your data through A/B testing, you can improve your Shopify conversion rate and ultimately drive more revenue for your business. Remember to always keep your target audience and market in mind when implementing changes and to approach each tactic with a data-driven mindset.
Shopify conversion rate is the percentage of visitors who complete a desired action on your Shopify store, such as making a purchase or signing up for a newsletter.
Some tactics to increase conversion rate on Shopify include using one-click upsells, running a/b tests, enabling guest checkout, adding live chat at checkout, and offering free shipping and returns.
A good conversion rate on Shopify varies depending on several factors such as the industry, audience, and traffic source. However, the average reported eCommerce conversion rate is around 1.5-2%.
Shopify calculates conversion rate by dividing the number of conversions (e.g. purchases) by the total number of visitors and multiplying the result by 100.
A typical conversion rate for email list Mailchimp Shopify depends on several factors, including the quality of the list, the email content, and the offer. However, a conversion rate of 10-20% is considered good.
You can find the Shopify conversion rate by going to the Shopify dashboard, clicking on Analytics, and selecting Reports. Then, select the desired report (e.g. Sales) and choose the date range.
To check conversion rate in Google Analytics Shopify, go to the Google Analytics dashboard, click on Conversions, and select Goals. Then, choose the desired goal (e.g. Purchase) and view the conversion rate.