There’s nothing more frustrating than spending a bunch of time, money, and effort attracting customers to your Shopify store, only for them to fail to make a purchase. So, what can you do to boost Shopify conversions? Try one (or all) of these 8 actions.
1. Build trust
Humans are naturally risk-averse, and this is why marketplaces, such as Amazon and Walmart, are so popular. When someone shops on an online marketplace, they’re buying the big brand’s experience, customer-focused policies, and reviews that reduce risk and build trust. When someone buys a product from your Shopify store, they don’t feel the same sense of trust that do from the more well-known brands.
Build trust to improve conversion rates in the following ways:
- Use professional and consistent branding throughout your website, ideally using an experienced Shopify developer to help.
- Include reviews about your business and individual products.User-generated content marketing (UGC) is key for building trust through social proof.
- Offer customers money-back guarantees for quality, delivery speeds, and service.
- Use Shopify’s secure payment processing options to reduce fraudulent activity.
2. Make it easy
Our brains are hard-wired to pick the easy option. It’s why Google is so popular, why fast shipping is a major purchase driver, and why your customer journey should be as straightforward as possible. If it’s not, then shoppers will simply head to your competitors.
Reduce friction and make your Shopify customer journey easy by:
- Using a Shopify theme that’s easy to navigate and locate products.
- Making essential information, such as shipping costs, delivery speeds and return information, easy to find using free shipping badges, basket totals, and live chat.
- Streamlining checkout using a one-page process that requires only essential information.
- Allowing guest account purchases.
3. Make it fast
If you’ve ever made a purchase using Amazon’s 1-Click option, you’ll know the dangers (and benefits) of a fast checkout process. Shopify stores that are quick to navigate and purchase from allow the shoppers’ subconscious mind to convert before the logical mind can catch up. And, you don’t need Amazon’s technology to benefit.
4. Be informative
One of the biggest differences between buying online and in-store is the ability to see, touch, and handle products. While spending $1.99 on a pack of pens isn’t much of a risk, the more expensive your products are, the more difficult it is to achieve a conversion online.
To increase your chances of success, include as much product information as possible to provide customers with a near-identical in-store experience.
For example, you can add:
- More detailed product information about dimensions, materials, and weight.
- Gallery-style photographs that include both product-only photographs and in-content photographs to demonstrate size and use.
- Videos that show the product in action.
- Honest customer reviews, photographs, and videos.
Top tip: Don’t forget the importance of ease. Ensure that customers can view product descriptions, read reviews, see photographs, and add the item to their basket without navigating away from the product page.
5. Offer fast and free shipping
Shipping costs and delivery times are two of the top reasons for cart abandonment, and this is why both Amazon and Walmart offer free 2-day delivery for customers. Boost your Shopify conversion rates while competing with online marketplaces by offering customers the same on your Shopify store.
If free 2-day delivery isn’t something that you can physically or affordably achieve in-house, considering using a fulfillment partner who can support 2-day delivery for Shopify with flat nationwide shipping rates to lower your fulfillment costs.
6. Be clear about your incentives
You already know that incentives such as bundled pricing, free delivery, and product discounts can drive customers through the checkout. But do your customers know that you offer these incentives?
Sometimes low conversion rates can be caused by customers not being aware of all of your value propositions.
Avoid this by:
- Displaying free 2-day delivery badges across your Shopify store.
- Using a clear call-to-action on any discount popups.
- Sending cart abandonment emails.
- Highlighting any savings made on the product page and basket total.
7. Sell in different places
Multichannel selling is a great way to boost conversions on different sales channels, but have you considered the potential of multichannel selling to boost conversion rates on your Shopify store? Online shoppers are creatures of habit, with two-thirds of shoppers starting their product search on Amazon because that’s where they typically buy from.
But remember the online shopper’s love of ease and value? Just because your seller-customer relationship started on Amazon, doesn’t mean they can’t buy from you directly in the future. Many Shopify sellers use multichannel selling to acquire new customers and then use email marketing campaigns to drive future conversions to and through their Shopify store, using offers, loyalty schemes, and Prime-like free and fast delivery.
Note: Direct email communication isn’t allowed with Amazon customers. Please take note of each marketplace’s terms to avoid getting suspended.
8. Be different
As an online seller, it’s easy to Google “ways to boost Shopify conversions,” to see what others are doing, and then follow the crowd. But with cart abandonment rates so high, maybe following the crowd isn’t the best idea.
Make your Shopify store stand out from the online marketplaces and other online sellers by:
- Engaging customers by telling your brand’s story on your Shopify store using video, blogs, and photographs.
- Stepping away from price wars and, instead, offer overall value through quality products, fast shipping, and outstanding customer service.
- Guaranteeing deliveries to arrive on-time, undamaged, and as described.
- Giving customers a clear indication of delivery times using a countdown timer.
- Treating your customers as people, not statistics.
Driving conversions on Shopify can be challenging, especially when you’re competing against the likes of Amazon and Walmart. But it’s not impossible. Replicate marketplace benefits such as fast shipping, free delivery, and customer reviews; stand out with your own offers like loyalty programs, outstanding service, and ease of use; and then watch the customers roll in.
Do you have any experience with starting a Shopify site? Let us know about it in the comments!
About the Author: This is a guest post from Michael Krakaris. Michael is one of Forbes’ 30 Under 30 and the co-founder of Deliverr. Deliverr provides fast and affordable fulfillment for your Shopify, Walmart, Amazon, and eBay stores, helping to boost sales through programs like 2-day delivery for Shopify, Walmart 2-day delivery, Seller Fulfilled Prime, and eBay Fast n’ Free.