Shopify Conversion Rate Optimization: Tips for Merchants

Shopify Conversion Rate Optimization: Tips for Merchants

April 16, 2019

Estimated reading time: 7 minutes

If you’re running a Shopify store, you’re most likely interested in how you can increase sales and grow your revenue. The best way to do this is through conversion rate optimization. Shopify conversion rate optimization involves identifying how customers currently interact with your store and making adjustments in order to improve the number of sales your store makes.

In this post, we’re going to provide you with 4 conversion rate optimization (CRO) strategies you can employ to ensure your store performs as well as it can do.

You’ll learn:

  1. Why you need to think about how a potential customer navigates through your store
  2. How to improve your product pages to ensure you generate as much revenue as possible
  3. Why your pricing is important to improving your conversion rates
  4. How to improve your checkout process to warrant more sales
  5. Why making things as simple as possible is the key to increased conversions.

Let’s go!


When you visit a brick-and-mortar store, you’re able to see all the products on offer. You can walk around, touch each item and get a feel as to whether you might like to buy it.

When you visit an e-commerce store, however, the same doesn’t hold true. You need to navigate the store yourself, in the hope that you’re able to find the products you’re looking for.

If you want to increase conversions on your Shopify store, you must make sure your navigation is as smooth as possible.

What this means is making it easy to find, locate and buy the products you want.

When we visit the Perfume Shop website, we’re able to see the top level navigation.

In Site Navigation

This allows us to select the type of perfume we’re looking for depending on our own search criteria.

Imagine if this store didn’t have any navigation and instead had one page for all the products. How would you establish whether a perfume was for women, men or a gift item?

It’d take far too long to work and at that time? You’re going to lose customers.

So if you want to improve your Shopify store conversions, be sure to segment your products by categories, price, or any other defining factors your customers might want to use to help them pick their products.

Product Categories

What’s more, this store goes further to segment their products. If you were to click on “women’s”, you’re able to pick whether you’re looking for perfume, gifts, offers, cosmetics and more.

For store who have lots of products, this is a great way to increase conversions by making it easier for people to find what they’re looking for.

Product pages

We’ve already established that shopping in a brick-and-mortar store is easier than online. When you find a product you like, you can ask the store clerks for more information about it.

When you’re online, though, you have to rely on the information listed on your product page.

If there is no information regarding your products, how does someone know it’s right for them.

Fitbit Product Page

Fitbit has an impressive product page for each of their products. You’re able to see a range of images of the product, including images of people actually using the product. You’re also able to see a video of the product in action.

What’s more, there is a detailed product description that explicitly tells the potential customer what they will receive.

They show you what colours you can buy the product in, as well as the size, and price.

All this information is useful for conversions because it means your potential customers don’t have to look elsewhere to find the information they’re looking for.

Have a look over your current product pages and see whether they could benefit from more information.

Maybe you don’t have clear enough product photography, or perhaps your product description copy is weak in terms of relaying the benefits of buying the product.


Optimizing your pricing is a great way to increase your conversions. After all, pricing is one of the key factors that affect a customer’s willingness to pay.

Getting your pricing right is crucial. If you price too high without showing value, you’ll lower your conversion rates.

Price too low and you could come across like a commodity which will also harm your conversion rates.

You, therefore, want to optimize your prices so that they reflect the value you offer as well as the target audience you target.

There is a range of different ways you can optimize pricing for conversions but one of the best ways is to use a Shopify repricing tool that will allow you to keep track of what both you and your competitors are currently charging and historically charged.

You can use this data to come up with the optimum pricing point that won’t alienate your customers, and still generate significant profit.


After a customer has browsed your website, chosen the products they like, they want to complete their purchase as quickly as possible.

Your checkout process will either invite people to buy or alienate customers and you’ll be left with abandoned carts.

Bellroy have an optimized checkout process that’s successful in increasing conversions. Let’s look at how.

Bellroy Optimized Checkout Process

First of all, the entire checkout is on a single page. This is good for helping customers understand how much of the checkout process is left.

Second, they provide you with a link to Paypal for quick payment. This is beneficial for users who don’t have time or don’t want to enter their card details.

Your order is shown twice on the checkout page to ensure you’re happy with what you’ve chosen.

Shipping costs are listed on the checkout page so that customers don’t have to go through the shock of seeing higher shipping costs than they’d expect.

Keeping your checkout process streamlined and easy to use is important if you want to increase conversions.

You can also try the following:

  • Allowing users to check out as a guest. Checking out as a guest reduces the time a user needs to spend inputting their data, especially if it’s someone’s first time on a site.
  • One-click payments. One-click payments use stored card details to improve the speed as to which a customer can make a purchase.
  • Using address shortcuts. To save potential customer’s time, utilize autocomplete for address inputs.
  • Accepting social logins. Instead of having to create an account, allow your customers to log and authenticate using their social platforms. This will make it easier for them to log in upon return visits and limit the number of people who don’t purchase due to forgotten passwords or usernames.

Wrapping it up

In this post, we’ve looked at how you can improve your conversion rates on your Shopify store.

We’ve considered why you should focus on your navigation to improve the way a customer navigates through your store.

You’ve learned about what makes a good product page and why the details you include can aid or detract from your conversion potential.

We’ve looked at pricing and why optimizing it is a great way to increase conversions.

You will have also seen why your checkout process should be as simple as possible and only request relevant information to increase conversions.

When you focus on conversions, you put the customer first and when you do, you’ll see increased profits.


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