When it comes to SEO campaigns, some website owners seem to ignore conversion, which should be the main task. Unfortunately, many companies have missed one fundamental SEO best practice. Conducting experiments and analysis, you can customize your site in such a way as to bring people closer to making a purchase. This process is called conversion rate optimization.
Table of Content
- What is the conversion of the site?
- Conversion rate
- Conversion rate optimization
- Where to start conversion rate optimization?
- Using web analytics to optimize conversion
- Tips to improve your Shopify store conversion rate
- Top 8 Shopify themes for maximizing your conversion rate optimization
Even for those who are just planning to open an online store, the word “conversion” is certainly not an empty sound. You may not know the exact definition of this concept, but you still clearly associate it with sales and business success.
You are absolutely right in this, but let’s examine in detail what conversion is, how to calculate its ratio, and how conversion optimization decides the fate of the e-commerce business.
What is the conversion of the site?
Conversion of the site in the classical sense is an indicator of the effectiveness of its work – a specific target action that the visitor of the resource performs. Thus, conversion demonstrates what percentage of people who have looked at the pages of your resource will do what you expect from it. For the purposes of digital marketing, conversions occur when visitors of your site do the actions you want them to do. Usually, visitors are converted by clicking on the button or link. This interactive element is called a call to action element (CTA). In the case of a product purchase, visitors usually have to complete several steps. They must click the Buy button, then go through the purchase process to complete the transaction.
The conversion rate is the ratio of the number of users who perform the target action to the site’s traffic indicator (the number of unique visitors). The higher the number, the better. Suppose you have a landing page that is visited by 100 people. Seven of them pressed the CTA button. This means that your conversion rate is 7% (7/100). What is a good conversion rate? It depends on a number of factors, including your industry and business model. In some cases, a tiny conversion rate of 1% can be profitable. However, if you use a cash cow, a conversion rate of 50% is not unusual.
A high conversion rate means a better return on investment which funds were invested in advertising, search marketing, content creation, link placement, and SMM implementation. It is much more profitable to convert regular visitors into customers, rather than attract new members of the target audience. Traffic growth should always be accompanied by an increase in the conversion rate. Otherwise, you can talk about the presence of significant problems with the content of the pages, content optimization, technical support or user interface (web design, navigation, and usability) of the site.
3 most important factors affecting conversion rate:
- Bounce rate – This refers to the percentage of people leaving your site after viewing only one page. A high bounce rate means that visitors do not find what they are looking for, so you need to fix it immediately.
- Average time on site – This refers to how long visitors stay on your site. A high bounce rate results in a low average time, which means that visitors do not stay long enough on your site.
- Average page views – APV is another interaction indicator that reports the number of pages that a visitor views before leaving. A high APV means interaction but can also mean a lack of clarity in your conversion sequence.
Conversion rate optimization
Conversion Rate Optimization (CRO) is an attempt to attract more people to convert to your website. Sometimes webmasters try to get more conversions by doing nothing but changing the color of their CTA button. It might work. In other cases, website owners go through a more comprehensive process: they change the entire layout and content of their landing pages. Also, marketers will offer incentives in exchange for conversion. For example, they may offer a free distribution to people who subscribe to a newsletter.
The bottom line: any effort to increase conversions is called conversion rate optimization. It allows you to explore your site so you can eliminate any obstacles to conversion. Remember: you want people not only to visit your site but to do something when they get there. That’s why you need to optimize your website for conversions. Otherwise, your income stream will suffer.
The conversion rate optimization will allow you to:
- Accelerate the return on investment in paid tools for promotion.
- Save money by increasing organic traffic.
- Attract the interest of visitors to products, services and other offers of the site.
- Improve ranking and speed up indexing.
- Increase the level of trust from the search engine robots.
- To refuse potentially dangerous and forbidden methods of optimization.
In addition, conversion optimization helps the site compete with other sites for the attention of the target audience. Having formed the right marketing strategy, you can significantly improve the image. The increase in organic traffic has a positive effect on indexing and ranking indicators, and a web resource capable of increasing attendance and conversion meets the requirements of existing search algorithms. Thus, a high conversion rate will provide not only financial improvement but also allow you to perform site promotion at relatively low costs.
Where to start conversion rate optimization?
People often wonder where to start CRO. I have the answer. Just start asking yourself the following questions:
- “Why do people visit my site?” Are they visit your site to find more information? Do they want a question answered? Will they buy products?
- “What problem do my visitors want to solve?” People who visit your site can do this because they are trying to solve the problem. This problem can be anything from a dry scalp to the inability to manage their business finances.
- “What do I want people to do on my site?” This is the most basic question. In addition, the answer may vary from page to page. For example, if you have an e-commerce site, you obviously want people to buy products. However, you may also have a newsletter to which you want them to subscribe.
Using web analytics to optimize conversion
The analysis of quantitative data (analytics method), during which the optimizer studies statistical indicators, is the basis for CRO. Analytics allows you to evaluate how visitors actually behave on the site. You can use reliable Google Analytics allowing you to track the level of conversion and many additional factors that affect the attractiveness of the site to the audience.
Quantitative analysis will evaluate:
- the effectiveness of website login pages;
- the relevance of the hosted content;
- the usefulness of the materials provided;
- the functionality of the individual components of the site;
- performance of traffic channels;
- reasons for refusal of further cooperation;
- the popularity of individual devices and browsers to visit the site;
- main features of the target audience, including demographics, age, and gender;
- impact of the sitemap and robots.txt errors.
Using popular techniques for CRO on the basis of analytics will provide an opportunity to answer important questions showing the parameters of user interaction with the site. Optimizers allocate the main channel to attract traffic and then choose different tools to improve its efficiency.
If users abandon the conversion sequence planned as a part of CRO, the strategy has to be adjusted or rethought. Ideally, statistical indicators should be monitored on a regular basis. The analytical information provided by free Google services will allow you to focus your main efforts on website optimization of those pages and advertising materials that are considered the most attractive and valuable for visitors.
Tips to improve your Shopify store conversion rate
Creating conditions for maximizing conversion is easiest at the stage of building a website. Unfortunately, many website owners do exactly the opposite. They save on the development, planning to invest more in the promotion of an online store and its promotion. Often this turns into a very significant additional cost to rework the site. Though, if you decide to go with the Shopify templates, it will save your money a lot. SEO improvements should go along with conversion optimization. In a combination of these actions lies the secret of efficiency.
Simple and beautiful design
The home page of the online store is the most visited, so it should tell about your activities, the main advantages and inspire confidence. All the most important information should be placed in such a way that the visitor does not have to scroll the page. Here you can show the range of products, place links to categories, as well as create pages relating to the delivery and payment of orders (use Shopify grid themes to ease your work). On the main page, you can place a banner with new items, promotions, gifts, and other attractive offers. This will help keep the person on the site and get him to go exploring products.
Tips to improve your Shopify store conversion rate
Creating conditions for maximizing conversion is easiest at the stage of building a website. Unfortunately, many website owners do exactly the opposite. They save on the development, planning to invest more in the promotion of an online store and its promotion. Often this turns into a very significant additional cost to rework the site. Though, if you decide to go with the Shopify themes with video, it will save your money a lot. SEO improvements should go along with conversion optimization. In a combination of these actions lies the secret of efficiency.
1. Simple and beautiful design
The home page of the online store is the most visited, so it should tell about your activities, the main advantages and inspire confidence. All the most important information should be placed in such a way that the visitor does not have to scroll the page. Here you can show the range of products, place links to categories, as well as create pages relating to the delivery and payment of orders. On the main page, you can place a banner with new items, promotions, gifts, and other attractive offers. This will help keep the person on the site and get him to go exploring products.
(Source – Electronics Shopify Theme)
2. Encourage customers to post reviews
The confidence of the modern buyer to the online store is based on the opinions of other users. A significant part of the potential audience may refuse to buy if it is not “approved” by a dozen other people. The level of customer confidence in the reviews is much higher than advertising or advice from a consultant in a store. In addition, you can use a referral program called ReferralCandy. With its help, you can reward people with cash, store credit, discounts or free products for sharing your store with their friends.
3. Work with special offers and promotions
Notice, I do not say: “Reduce prices and give out discounts”. No, these marketing tools should be used extremely carefully and skillfully. You are faced with another task – to “hook” users who have come to the site for the first time, to keep them and convert into clients. For this, you can use such Apps like Sumo and Quick Announcement Bar which give the opportunity to share coupon codes, promotions, and monthly giveaways.
(Source – Backpacks eCommerce Shopify Theme)
4. Make a cool “404” page
An extraordinary and creative 404 error page turns a negative user experience from visiting your resource into an incentive for further interaction. Instead of closing the tab and leaving the site, the interested user will remain and go to the pages that you offer him in return.
5. High-quality photos and video of the goods
The disadvantage of the online store is the inability to touch the product and see it in real life. Your task is to do everything possible so that the buyer can examine in detail each product and form a correct opinion about it. To do this, you need to place high-quality photos of the goods from different angles on the site. It would be even better if you complete each description with at least a small video. This will allow the client to decide whether he needs such a product, and subsequently avoid claims and returns.
6. Convenient cart
A cart is the last stage of placing an order in the online store. Your conversion will depend on how simple and well it will be designed. First of all, all ordered items with photos and specifications should be shown in the basket. It is also necessary to provide an easy and quick change in the number of ordered goods and their parameters.
To increase sales in the basket, you can show related products that are usually purchased with this product. If there is a possibility of free delivery, be sure to indicate this. Also, if possible, offer delivery on the day of the order, because the buyer wants to receive some goods as soon as possible.
(Source – Software Store Shopify Theme)
7. А mobile responsive website design
Buyers are increasingly ordering products using mobile gadgets, such as tablets and smartphones. To make the process of searching and ordering goods in your online store as convenient as possible even on a small device, develop a responsive website design. All elements on the page, including text, videos, photos, and forms will be adapted to the screen resolution of the visitor. Thanks to this, it will be much easier to make a purchase for your client, even being far away from a stationary computer.
8. Promotion in social networks
Social networks are very popular among modern Internet users, so many online stores are trying to ensure their presence in them. You can create your own group and develop it while ordering advertising in other communities and the public.
Do not immediately rely on the results, as the promotion in social networks requires a lot of time and effort. If you do not have enough opportunities and knowledge to independently develop a business in this direction, it is worth transferring this function to specialized agencies. For example, you can go with Growave app for building a community site. It has a lot of features and will easily make your brand go viral.
Regularly updating the blog and posting interesting articles will attract more visitors to your site. Useful posts with valuable information will convince customers that you are well versed in your field so you can be trusted. If you actively place blog posts, this will help the site improve its indexing and search engine positioning. To attract additional customers, you can also publish articles on other resources that are thematically suitable for your online store.
(Source – Coffee Shop Responsive Shopify Theme)
10. Technical factors
Slow loading pages, site errors scare potential customers. Buyers want to see a working site that is convenient to use. If they constantly have to reload the pages and parse the unreadable text, most likely they will make a purchase elsewhere.
11. Perfect order delivery
Delivery is one of the most important stages of order. Even if you have a great site with good descriptions and purchase conditions, but there are problems with the delivery, the buyer will go to another store. To avoid this, you need to analyze competitors and carefully work out options for the delivery of goods. Owners of small online stores can deliver on their own. If there are too many orders or they come from other cities, it is worthwhile to give the delivery function to third-party companies. They have vehicles for the transport of goods and drivers acting as couriers. This way you can arrange delivery even to remote locations or other countries. Also, do not forget about free shipping. According to a study conducted in 2016 by Walker Sands, 88% of customers called free shipping the most important incentive to purchase.
12. Add intelligent search to the site
If you have 5 products in the store, skip this item. All you have to show them in a shop window and that’s it. But if your assortment has tens, hundreds, thousands of products, add the search. The main thing is to save your visitors from having to scroll through 20+ pages for the purchase of one product. Remember: search on the site is one of the little things that shows that you care about your customers. And they will thank you for it. Even patience is not enough. You can use such Shopify apps like Instant Search and Findify.
(Source – Multipurpose Online Store Shopify Template)
13. Modify the contact page
The contact page must have several communication channels: phone, email, social networks. In addition, add a block with contacts on the question and answer page, the page with information about returning the goods and on your forum, if there is one.
Make your search faster and easier with the auto-complete feature. It works like this: the user starts typing the word, a drop-down list appears with the corresponding goods. It’s great if you can display not only the name but also the image.
Top 8 Shopify themes for maximizing your conversion rate optimization
With a quality Shopify theme, you will run your online store with great design for eCommerce. All you have to do is customize it a bit, add your corporate identity, describe your products and start optimizing online sales.
High conversion directly depends on the design and layout of the page components. The creators of this site have done everything to ensure that a single glance of the user should be enough to understand what you are selling, what the customer benefits are and how to order a product. Bright, readable, but not overloaded with text, Shopy is made to maximize your site conversion. And its adaptability to various kinds of gadgets is guaranteed to attract additional traffic to your site.
In this template, all elements of the page, starting from the font and ending with icons are combined with each other. On the other hand, the page is not overloaded with text or graphic elements so as not to distract the visitor from the main goal of the transition – to make a purchase. You need an easy way to add and remove products, the ability to customize the look of your store, and your reliable and simple analytics to keep track of everything. So, Automarket has everything you need to run an amazing online store.
This template is suitable for a clothing and accessories store. You can make a mega menu in your store as convenient as possible by adding the necessary categories and subcategories of goods. Thanks to special effects, hovering the cursor on the product is supported by the ability to view multiple photos of the same product. In addition, you can add all the necessary contact information, address, buttons on social networks and a list of supported payment systems in the footer.
Do you have a print shop and want to beat all your competitors? Then, this Shopify theme is perfect for this goal. Convenient site search, indispensable sorting options, great product quick view, multicurrency. If you want to increase conversion, here you will find a huge number of functions to do this. And don’t forget to post reviews on your site and ask customers to write about their impressions, record video or audio.
Want to maximize your conversion? Multifly is the most responsive Shopify template that combines modernity and versatility. The template is suitable for absolutely any type of online commerce. There are seven unique site design options and many layouts with various types of headers, footers, and sidebars.
All this is complemented by a high degree of SEO-optimization, thanks to which your store will be able to get the highest positions in the search results. Buyers will be able to add products to the basket, list of desired products and compare several products with each other.
Ms. Candy is a sweets online store Shopify theme with modern features. Clear CSS and correct XHTML will make the design of your site not only elegant but also powerful. Your website will load and display quickly on any screens equally well, which is very important for attracting customers. All menu items are intuitive, which greatly simplifies the process of buying. With this site, it will be easy for you to make changes and increase sales.
Here we have one more clothing store Shopify Theme. This template will allow you to reach a completely new level of business. In many ways, this can be achieved through full support for working with mobile devices, SEO-optimization, and code with a good structure. All this will increase your position in search results. People love to express themselves, let them do it in your online store. It is fun and helps the user to become attached to the product even before the purchase. Even just being able to choose the color of a T-shirt or a print on a bag is already customization, and this has a great effect on conversion.
Conversion optimization is the most rational and expedient approach that you can think of because it gives a chance to get the maximum profit from an existing web resource and traffic. Some of your visitors are ready to make a purchase and pay for the order, and some still only think about it and doubt whether it is worth it. Conversion optimization allows you to convince uncertain users that the product meets their interests, the conditions of purchase and quality – the requirements, and service – the highest level. And the best Shopify themes mentioned above will lighten the process a lot.
Now that you know the importance of optimizing your conversion rate, it’s time to think. This will not only increase the ranking of your search engine but also give you additional income and make site visitors happy.