How to boost your Shopify’s conversion rate through a Funnel Review

Every ecommerce store is a funnel on its own — a particular kind of funnel, but a funnel after all. Using Shopify, you’re already using one of the most advanced ecommerce software out there, and there are a lot of benefits from using it.

If you’re looking to boost your Shopify conversion rate, you’ve come to the right place! We’ll guide you through some actions you can implement right now to improve your conversion rate, which we regularly review from our growth funnel audit

1. Implement reviews & social proof

Shopify doesn’t come up by default with a reviews module.

But you should have one. No doubt about it.

You can implement one now. Look for the official free ‘Product Reviews’ module by Shopify, or modules with a free tier from softwares such as Stamped.io.

Make sure to display these reviews on your product pages. At the same time, on your homepage or at the top of your product page, make sure to highlight these reviews: take a few reviews and highlight them on your homepage as well. You don’t need an app for that, add a Gallery or Testimonials section where you can feature them, with a title such as “★ Rated 4.8/5 by 100+ happy clients!”.

2. Make sure your website loads fast enough

That’s something that we cover on a daily basis, and we do have a resource here that covers the 5 main reasons why your website might load too slowly: My website is too slow to load. How can I fix it?

Don’t spend too much time over-optimizing this, but gaining a few seconds back on your load time will ALWAYS lead to a better conversion rate, even with a small margin. 

Main takeaways here are as follows: review your images and their size, and make sure to delete these few apps or scripts that you’re no longer using. Your visitors will gain a few seconds when browsing your store and won’t be dragged down at each step of their checkout.

3. Take your visitors seriously

Don’t be too clever: some things work because they’re classic and they will work for you too

We regularly issue benchmarks that we advise you to check: 

• Benchmark of best practices for merchandising a skincare brand
• Benchmark of the best product pages you should check
  

4. Make sure your analytics work

For most cases, Shopify Analytics will give your precious insights, especially those that concern your conversion rate: 
On top of that, make sure to connect a more powerful Analytics tool, such as Google Analytics to your store, and measure the main interactions users have with your website.

On Shopify, under your Online Store > Preferences, implement your Google Analytics Tracking ID, and check the Enhanced Commerce checkbox. After your Google Analytics Tracking ID, you can then add this code, that will give you more detailed reports: 

ga('require', 'linkid');

if(__st["cid"]) ga('set', '&uid', __st["cid"]);

var ShopifyCheckoutstep = Shopify.Checkout.step;

switch (ShopifyCheckoutstep) {

  case "contact_information":

ga("require", "ec");

ga("ec:setAction", "checkout", {

   "step": 1,

   "option": "contact_information"

});

ga('send', 'event', 'checkout', 'contact information', { nonInteraction: true });

   break;

  case "shipping_method":

ga("require", "ec");

ga("ec:setAction", "checkout", {

   "step": 2,

   "option": "shipping_method"

});

ga('send', 'event', 'checkout', 'shipping method', { nonInteraction: true });

   break;

  case "payment_method":

ga("require", "ec");

ga("ec:setAction", "checkout", {

   "step": 3,

   "option": "payment_method"

});

ga('send', 'event', 'checkout', 'payment', { nonInteraction: true });

};

Then, under Google Analytics > Property > Administration, make sure to activate Ecommerce and Enhanced Ecommerce as well, then add the main Shopify checkout steps: 

• Contact Information
• Shipping Method
• Payment Method
  

This report will show under Google Analytics > Conversions > Ecommerce > Checkout behaviour.

If you want to go further on your content analysis, make sure to read our article about How to fix my landing page bounce rate.

5. Take a look at your CRM data

Your customers are central for your business, and Shopify can help you get more data. We do have specific resources for this as well: 

• Manage your customer segmentation within Shopify
• Your CRM Action plan
  

6. Your shipping policy should be obvious

Make sure to display your shipping policy on your banner. Visitors expect to see two things: 

• Is shipping free? If it’s not, what’s required to get it for free?
• How much time do you need to ship orders?
  

It gives you a sentence such as “Free 2-days shipping for +30€ orders!”

7. Mobile. Did I just hear mobile?

When trying to make changes on your website or you plan on reviewing it, do it on mobile. That’s what more than 80% of your visitors are seeing, and this is where your focus should be.

Your homepage, your product page, etc — make sure to optimize how your website looks and loads on mobile devices. 

You’ll have more impact improving this, rather than just the desktop version.

8. Implement a solid Lost Checkout journey and emailing strategy

Emailing is key. We do have resources for this as well, so make sure to read: 

• The Perfect Email Journey to get back +25% of your lost checkouts
• 10 emailings journey to implement for your ecommerce store
• Emails Metrics A/B Test Significance Test
• Improve your email marketing campaigns
  

9. Connect your social media to your Shopify Account

Shopify & Facebook just released a new connection between your Shopify Account and your Facebook Business Manager. Go ahead and set it up, it’s a great way to connect your pixel, Facebook & Instagram shop, etc. altogether.

It works great — except when it doesn’t because of weird permissions management. Every week, we find a case to solve. Usually, the main things to correct here are: 

• Have a unique Business Manager Account
• Your Business Manager should be the owner of your Instagram account and Facebook page
• From the Page Roles section of your Facebook page, you can see which Business Manager is the owner: if you need to change it, then the owner should revoke itself, then you would be able to add it from your Business Manager, and it will set up the ownership right.
  

To know if you might be successful at opening an advertising acquisition channel, you can give a go to our Facebook Ads Budget & Profitability Calculator.

Also, make sure to connect Pinterest as well - it’s quick to set up - and the sooner, the better. We also have some resources here: 

• The perfect structure for a Pin on Pinterest
• Get more visibility for your brand on Pinterest
• Automatically post from your Shopify Blog to Pinterest

Go straight to this address to have your rich Pins confirmed by Pinterest. Take the URL of a product from your store (usually, it ends with /products/name-of-your-product) and insert in the tool the same address adding .oembed at the end (that is to say /products/name-of-your-product.oembed).

Confirm, then click on “Apply” – within 24h, all your products Pins will become rich Pins!

10. Get it reviewed to get actionable next steps

You’re seeing your store approximately 10 times a day - and it’s hard to always keep a fresh eye on what you’re doing. 

That’s why we can help you today. Be sure to check out our funnel review offer - within two days, get a detailed audit of your funnel and gain actionable insights you can implement in the next 3 hours.

Get better results with what you already have.

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