Optimization and Split Testing: Low Shopify Conversion Rates? Do These 7 Things
You’ve got an amazing product, you’ve got a slick looking Shopify store, but there’s just one problem: nobody’s buying your cool stuff.
Nike’s making a fortune marking up cheap stuff from China – you deserve to do the same!
A low ecommerce conversion rate means low sales numbers.
You’re barely breaking even on the front end, and on top of that, you gotta pay for the apps, virtual assistants, and more.
Suddenly, you’ve got 99 problems and MONEY is your biggest one.
So how can you rescue your Shopify store from ecommerce conversion rate Hell?
#1 – Write Clear, Compelling Copy
It surprises me how many people will copy and paste the same description that they found from AliExpress.
Seriously? You’re going to use copy written by a dude who just learned English two years ago?
Stop being lazy.
If your product descriptions are boring, bland, and riddled with typos, you’re going to kill your Shopify conversion rate. After all, would you buy something that was described like this:
Nice sweater. Has good feels. Itchy no very often.
You might as well be trying to sell malware if your descriptions suck.
When you write your product descriptions, they need to be:
- Clear. The buyer needs to know exactly what they’re getting. They shouldn’t be confused about central features.
- Complete. Include all possible relevant details, including sizes, colors, what’s included, whether batteries are needed, etc. If you don’t include this information, customers either won’t buy or will endlessly pester you with questions.
Think about when you buy something – it’s super annoying when there are no details or it’s a doo-doo copy/paste job of the descriptions.
- Compelling. Remember, you’re not just telling people about features. You want to highlight the BENEFITS of your product.
You’re selling people a VISION of how it will change their lives. Yes, you need to include features, but you really want to go all in on benefits.
Don’t unnecessarily hype your product.
Number one, you’ll get lots of complaints. Number two, you might get sued for false advertising. That’s about as fun as it sounds.
Be straightforward, clear, compelling, and complete, and your Shopify dashboard will start looking greener.
#2 – Don’t Charge For Shipping
Here’s a question: Why is Amazon so good at getting you to buy stuff you don’t need?
- Number one: They have that terrible “Buy With 1 Click” button, which allows you to buy expensive, unnecessary stuff, like boxer shorts made of real gold, with a single click.
- Number two: They offer FREE SHIPPING with Amazon Prime.
Which would you rather do? Go to the mall and fight your way through crowds to the Boxers-R-Us store or order them from the convenience of your water bed?
That’s what I thought.
Offering free shipping increases conversion rates.
That’s why Amazon goes to such absurd lengths to convince you to buy into Prime (free music, free video, free shipping, etc.).
This is a no-brainer. Don’t charge for shipping.
If you absolutely HAVE TO, let people know up front.
And if you’re dropshipping from China and it’s gonna take 23-28 days, don’t be an ass and hide the fact. Be honest with them. The whole thing with e commerce is that you get repeat business which makes it so lucrative.
Nothing kills conversions faster than ambushing customers with high shipping costs at the end of the purchase.
Do you want to see a spike in your Shopify conversion rates? Kill your shipping.
I know that shipping costs $. Try testing the classic “free shipping after you order $50+”. Know your numbers and make sure they work.
#3 – Use Product Images That Don’t Suck
Whether you’re selling donkey hair sweaters or solid gold fidget spinners, use high-quality photos that show off the QUALITY of your product.
Think about your own experiences. If you’re comparing similar products on eBay and one has a professional photo and the other looks like it was taken in a slimy garage, which are you going to pick? You’re going to go for the one with the better picture.
It’s part of human psychology.
A few pro tips for quality pictures:
- Use a simple, quality background. Don’t take pics on your Ren & Stimpy bed sheets.
- Use a decent camera. Your smartphone camera may be okay, but if you have access to a professional camera, go for that instead.
- Take pictures from different angles. People want to be able to get a full picture of what your product looks like. Let them see all sides of it.
- Make them zoomable. This is especially important if you’re selling something with small, intricate details, like hand painted bowling shoes.
People are visual. If they can’t actually touch something, they want to see it as much as possible.
Give them outstanding quality pictures so they can do this.
What if you can’t find any great pictures of your product?
Maybe you should order it yourself from China and take pictures yourself.
#4 – Include Detailed Product Videos
There’s a reason every social media platform is doubling down on video: people are obsessed with it.
Every day there are 8 BILLION video views on Facebook. That is a TON of Drake and “Charlie Bit My Finger”, but some of it is selling products. Here are some Facebook video ads tips to help you make more money from your videos.
People can’t get enough video, which is why you should, whenever possible, include product videos on your Shopify page.
They don’t need to be amazing, Oscar-worthy productions featuring Vin Diesel cameos or over-the-top car chases through downtown Manhattan (although that’d be awesome if you could make that happen).
They just need to be GOOD.
No shaky, handheld videos made with your smartphone. No poor audio because you recorded during a local fireworks show (unless, weirdly, you’re selling fireworks).
Get a decent, inexpensive camera, some simple video editing software, a tripod, a simple light setup, and a quality audio recorder. That’s all you need.
If you SUCK at video editing, you can always outsource it inexpensively.
If you scrimp on videos, you’re scrimping on your ecommerce conversion rate.
Pro Tip: We have a guy who does the video for us. We ship products to him, and he films product demonstrations out of his studio.
So don’t think I’m shooting videos of me using a fidget spinners in my NYC condo lol.
#5 – Make Your Sales Page HIGHLY VISIBLE
I’m willing to bet you run regular sales on your page. When you do run a sale or special, make it easy for people to find.
Don’t hide your sales page in an obscure place on your site. There are lots of people who look specifically for sales, and only buy products that are discounted.
Stores are increasingly teaching people to think and shop CHEAP.
Amazon runs daily Gold Box deals. Groupon collects the best local deals. Woot offers one steeply discounted item per day.
There will be a certain section of your customers that will only look for sales. Make it easy for them to find them.
#6 – Create Abandonment Follow Up Sequences
There will be many times when, for whatever reason, customers abandon their carts mid-purchase.
Maybe they were shocked by the shipping price.
Maybe they couldn’t find their credit card.
Or maybe they suddenly realized they didn’t need a 5-gallon bucket of vape refill juice.
Whatever the reason, YOU MUST have an email follow up sequence for these customers. If you don’t, you’re leaving stacks of cash on the table.
The primary way to ensure you can send follow up sequences is to collect people’s email address at the BEGINNING of the transaction.
Don’t let them start checking out without getting their contact info.
Once they abandon their cart, create a sequence letting them know that you have a very specific set of skills, and you will track them down. Actually, that may be a bit extreme.
Just let them know that there are still items in their cart. If they come back and make the purchase, you’re golden.
If they don’t, send them several more follow ups. You may want to offer them a COUPON or special offer.
If you wanted to, you could go a little further and use a cookie or their contact information to retarget them in ads.
Whatever you do, don’t let them get away without trying to win them back.
#7 – Offer Live Chat
Have you ever gone to a site, had a question about a product, and then left because you didn’t feel like submitting a support email?
Waiting for a customer service team to respond to questions turns people off faster than a guy wearing a Fedora in his Tinder profile picture.
People want answers to their questions immediately. They don’t want to wait. If they can’t get their answers, they’ll go somewhere else.
Offering live chat allows you to connect with customers in the moment and overcome any objections they might have.
By chatting with your customers in real-time, you’ll keep them on your site and SIGNIFICANTLY increase your conversion rate.
You’ll also start to get a good feel for what types of questions your customers have, which you can then begin answering in an FAQ section.
Plus it’s super cheap to get someone offshore to man your live chat software if you don’t wanna be answering questions about t-shirt sizes all day.
Will Your Ecommerce Conversion Rate Set You Apart?
The steps above aren’t difficult. They don’t require loads of money. All they require is time and patience.
The question is whether you’re willing to devote the time necessary to make your store work.
Remember that these are landing pages at the end of the day. Whatever worked for affiliate marketing landing pages, will work here.
Social proof, testimonials, product reviews, scarcity, urgency, countdown timers, etc.
If you can’t get people to convert, you probably should be in another business.
Further Reading on Shopify Conversion Rates / Ecommerce Tips
DOWNLOAD my Free Landing Page Conversion Ebook if you want more advice.