How to Increase Your Shopify Conversion Rate

Conversion rate is a metric used by website owners and digital marketers to measure how successful a company's website is at turning visitors into paying customers.

Why is this important?

Conversion rate is important because it helps to determine how successful a company's marketing efforts are. A high conversion rate indicates that current marketing efforts are attracting interested prospects and persuading them to buy its products or services. Low conversion rates show that the company may need to re-evaluate the strategies they are currently employing.

What Is a Good Shopify Conversion Rate?

A very recent survey conducted on just under 4,000 Shopify stores shows that the average conversion rate for Shopify on all devices was 1.4%. The survey went on to reveal that a conversion rate of 3.2% would place a store in the top 20% of participating stores. While a conversion rate of 4.7% would land the store in the top 10%.

How does this translate to the number of customers performing a desired on-site action?

Well, a conversion rate of between 3-5% would mean for every 100 visitors, 3-5 people would make a purchase, sign up for an email marketing list, click on e-commerce ads, etc.

Conversely, stores that experience a conversion rate of 0.3% or less were placed at the bottom of the 20% worst-performing stores. This means that the online store would have to attract 1,000 visitors to generate around the same amount of conversions as the top-performing stores.

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How Conversion Rate Is Calculated

The conversion rate is calculated by taking the number of converted leads, dividing it by the total number of leads, and multiplying the total by 100. For example, if 100 conversions were generated from 3,000 leads, the conversion rate would be:

(100/3000) x 100 = 3.33%.

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Reasons Your Shopify Conversion Rate Is Low

There are various reasons why your Shopify conversion rate may be low. One reason may be that your website is not user-friendly or navigable. In other words, if potential customers find it difficult to browse and find their way about your online store, they are likely to become frustrated and leave as a result.

Another possibility is that your website is not presented in a professional or trustworthy way. If this is the case, potential customers may be hesitant to make a purchase if they perceive your website to be disreputable.

Aside from the look and feel of a website, you may not be targeting the right audience with your marketing efforts. With this in mind, it’s imperative you get to understand your target customer base, what their interests are, and which products or services they are most likely to purchase. If you are not reaching the right people, you will not see a high conversion rate. Learn more about this in our post about remarketing vs. retargeting.

Another common issue that attracts low conversion rates is neglecting the need to provide accurate and concise information about your products or services. Potential customers need to know what they are buying and what they can expect before they make a purchase decision.

If you can address these potential issues and provide your customers with solutions to their problems, your Shopify store will be a conversion powerhouse.

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How to Increase Shopify Conversion Rates

A powerful method of increasing Shopify conversion rates is to adhere to CRO best practices. Conversion rate optimization, or CRO, is the practice of increasing the percentage of visitors who take the desired action on a website.

One of the most effective strategies commonly used in CRO is A/B testing. A/B testing is the process of comparing two versions of a web page/email/or other elements to see which performs better. By testing different versions of your pages and elements, website owners and marketers can easily distinguish what works best and which factors are likely to be most effective at increasing conversion rates.

If you’d like a helping hand to increase conversion rates, why not check out these 40 best conversion rate apps?