If you’re reading this post. Then we hope you already have an ecommerce store or planning to start one soon. In both cases you should be aware of Shopify, the #1 platform to start your ecommerce stores. For vendors who already have an ecommerce store, you should know how important it is to optimize your stores. This is because the level of optimization affects the conversion rate on your store which affects your sales and overall return on your investments.
According to monetate, the average ecommerce conversion rate is a little bit above 2.5%. now this is a good rate but with the increasing competition, these rates will soon start reducing. which is why Merchants have to optimize their stores. Also, According to Econsultancy, only about 22% of businesses are satisfied with their conversion rates. this means; sooner or later, these businesses will try to get their optimization done, when that happens, you don’t want to get overtaken and probably left behind.
In case you’ve never done any optimization for your Shopify store before, and wondering where to start. No worries, in this article, we will address all the aspects of your ecommerce store that will improve your conversion rates once you optimizing them.
From the landing page to the home page, the product pages, logos, mobile experiences, all the important aspects will be considered. If you don’t want to go through all this to increase your conversion rates. Consider getting an expert to optimize it for you. But the important thing is that you optimize it one way or the other.
1. Optimizing Page Load Speed
This is a very important aspect of your ecommerce store that you have to optimize. According to a google stat, it was discovered that 80% of customers will most probably leave a page if it takes more than 6 seconds to load.
Personally, I don’t like spending much time on a page, and I hate it more when a page takes too long to load. I’m sure a lot of people also feel the same way.
If you want people to visit and take their time to look around and view what you’re offering, you have to make sure that they are able to go through the whole store quickly and seamlessly. Load speed optimization can be easily done by
- Optimizing the images on your website. This can be done by scaling them down to a level where they won’t drag down the loading speed of your page.
- Using Simpler design. The complex design doesn’t necessarily mean more conversion, but simpler designs load faster and they are easier to surf through.
- Enable Caching. Caching allows the visitor to store elements of your website on their hard drives in temporary storage. Next time they visit, their browser will just load those pages from the temporary storage.
2. Adding All the Important Pages
People tend to trust your store more when they see that it has all the necessary conditions that make them feel safe and protected from scams. These conditions include privacy page, terms and conditions page, order tracking page, contact us page and most importantly, shipping and refund policy page, so they know if there’s any problem with the purchase, they will be able to get their money back.
These pages show that you’re operating professionally and can be trusted. It is quite easy to create these pages. it’s no different from creating the home page or other pages on the website. if you’re using Shopify, there are some built-in Templates and Tools that let you to quickly create these pages. Else, you need a good content writer to help you put together these contents that will really convince people visiting the pages.
3. Logo, Favicon, and Banner
Logos, Favicons, and Banners are emblems, they are the images that represent your brand everywhere, so it is important that you are properly represented by your logo and banners. It is important that you have a logo that projects professionalism, customer service and dedication to good service with on-time delivery.
You have 2.5 seconds to let the customer know who you are, what you do, how to contact you and how to move to the next step. Your navigation + banner should convey these messages to your customer within 2.5 seconds.
Branding is an important thing to build trust and make customers take out their credit card and pay you, the logos and banners present your brand. so make sure you’re being well represented.
The homepage is one of the most important parts of your website. It gives that first impression. Most people will not bother to check through the other parts of a website if the homepage is boring.
Your home page is the first place where people will land once they log onto your website, except if they are following a copied link which leads to a specific page.
If not then the home page is like the porch or the living room of your website. if your porch or living room is not welcoming, visitors don’t want to check other rooms. Talk less of spending a night in them. That’s just how it is with websites too. if your homepage is not welcoming and encouraging, visitors will probably leave without checking the other pages or making a purchase. So how do you optimize your homepage?
- Create engaging content, talk about your business and what the visitors stand to gain if they stay.
- Incorporate a call to actions to show the next step, don’t make it user-direct, help them navigate around.
- Use headlines and bullet points, highlight important notes. Also, use Whitespace and split the content into columns.
- Add relevant images.
These are just a few of the things you can do to optimize your homepage
5. Product Discovery
Nobody has time to be searching and looking around a single website for a single product. if I can’t find it in this store. I’ll just go check out another store. it’s that simple. It is very important that you make it easy for visitors to find what they are looking for in your store.
They will only buy what they can find, so it affects your conversion rate. You can make your products more discoverable by using unique title tags and meta descriptions, splitting the products into different categories, having all the categories in one larger page or category which you can call, the products page or Catalog.
Also, Don’t forget to have a search bar on your site where your customers can easily find the products and pages with a quick search.
6. Product Pages
Optimizing your product pages makes it very easy for customers to have access to the things they want to purchase.
They can compare products and view reviews, this makes it easy for them to decide and make the purchase.
But how do you optimize your product page? Simple, Use Big Call to Action Buttons. This will lure your visitors into clicking and clicking until they get to a stage where they don’t want to turn back.
Also, make sure to add customer reviews and allow customers to post their reviews. This will inform the decision of the visitors and if you have a lot of positive reviews, it will encourage them to open their wallets.
Also, add product recommendations section, this is for visitors who came to the store with no specific brand that they want for the products they wish to purchase. Providing recommendations, help them to determine what they will be purchasing and encourage them to make the purchase. You should also try using trust images, cross-selling and upselling in product pages.
All these are good ways of optimizing your product page. Product page optimization really affects conversion. definitely more than the homepage and other pages.
7. Checkout Experience
The checkout experience or checkout funnel involves a series of steps or clicks it takes a user to get from your landing page to the thank you page.
The checkout is the last step or the point in the conversion funnel where the individual has been convinced and all that’s remaining is the facilitation of transactions.
So how do you accomplish this? Improving the checkout experience involves improving the overall surfing and searching experience of the customer through your store.
If they had no problem searching through your store and locating what they want to buy, then most of the conditions for a good checkout experience are fulfilled. All that is remaining is for the customers to be able to easily make the purchase without a hassle or any problem at all. If customers have difficulties making a purchase, it will affect the conversion rate of your store.
8. Shipping and Returns
I remember making a purchase from a popular online store, the delivery was supposed to take within 10-14 days but it took two months. Since then I’ve stopped buying things from the store and I don’t recommend it to people.
If you want to improve your conversion, you have to make good on your delivery promises. Have clear shipping and return policy. People will only buy things from you when they are sure that you’ll deliver within the agreed duration and that they are insured and able to return the product if it differs in any way from what they requested.
You should also provide free shipping for some form of purchases, people are encouraged by such offers and when someone sees that they can get a product from your store at a good price and they wouldn’t have to pay to have it delivered to their doorstep, They will be encouraged to make the purchase and your conversion increases.
9. Popups and Discounts
Everybody loves freebies. Even if they are things they can afford. people appreciate gifts and free things. Set up your store like the old lady next door who gives the kids in the neighborhood sweets and candies every time they come around.
Giving gifts, promos, coupons and special deals encourage people to check your store and make purchases when they come across enticing deals.
Also, make use of gamified pop-ups. Visitors are encouraged to follow the promptings on the pop-ups and spend more time surfing through your store. All these affect the conversion rate positively.
10. Mobile-First Experience
In a world where you don’t need a computer to access the internet, most people prefer to browse through the web on the go with their phones. Trust me, more than 95% of your customers will try to access your store using their mobile phones at least once.
This is because they will not always be with their PC and on one of such occasions, they may need to quickly check for something on your store or recommend something from your store. So what happens when at that point they start experiencing difficulties browsing through the store on their phones, they will leave. Because they have other options with a better mobile phone-friendly interface.
It is very important to make sure you optimize the mobile access experience of your store.
It is very important that you make it easy for customers to go through your store. It is really discouraging when a person is trying to get something quickly and he is having problems locating it or getting around the store.
You should add all the important links to your top navigation menu. This makes it easy for customers to locate the page they want to view. Links such as a Best Seller, showing the products that have the most orders in each category, Catalogs, Order Tracking that allows customers to know when and where they will be getting their shipments, About us and Contact us links that give customers direct access to your customer service line and other important links.
Footer is the section on your store people see below your page when they scroll down. It is important that you have something interesting there, something that will make your customers want to visit the next page.
You can go for a simple copyright symbol and the year, this may be weak but it definitely protects your page from plagiarism. You can also include a link that leads to the HTML version of the sitemap or in your case, a store map.
privacy policies also go well in footers as well as the Terms and Conditions. Contacts, Phones and Fax numbers can also be included in your footers. all these things simplify navigation for your customers and it overall affects conversion rate positively.
So there you have them. It is better to have your whole store optimized, but even with that, you can start from the aspects mentioned above and progress from there. Optimizing your Shopify store will definitely improve your conversion rate and sales.
The best part is that you only have to optimize it once. Once done, you can focus only on finding products and marketing them. If you don’t want to go through all of this. Consider getting someone to do it for you. As we said, the important thing here is that you optimize your store for conversion before spending any money on advertising.
Happy Sales Everyone 🙂