An essential part of owning a store online is turning traffic into conversions. To convert traffic into clients, it is critical to understand what a conversion is. A conversion is a process from visitors browsing to purchase. Conversion is the key performance indicator of your e-commerce.

Shopify stores are designed to make a higher conversion rate simpler, but it is essential to understand why conversions are important before we go further. Without conversions, your website is, in essence, a traffic spot that generates no income. There are several ways in which you can optimize your online store and marketing strategy to boost conversions. Here, we have discussed these steps based on different categories of action.


When you consider any webpage from a user perspective, the crucial first impression is made on the homepage or landing page. Having a clear homepage with plenty of pictures and an easy user experience code can help lower browsing time. In conversion, one of the most crucial aspects is speed – the longer they need to browse the less likely they are to buy. So, make sure your homepage is lightweight, informative, and relatable to the product or service you want to sell. Here are some steps to help you design a conversion-friendly homepage.

  1. Simplify the Experience

    Your homepage should be easy to understand for those not educated on what you’re asking them to buy. This means having an informative homepage with plenty of very easy to understand pictures and texts that aren’t clustered in one place. Make the experience for the user as simple and as friendly as possible.

  2. Coupon Codes, Real-Time Purchases, and More

    Everyone loves a great deal. Discounts have proven to be a tremendous marketing tool online and in stores. If your customers want to purchase a product or service, having coupon codes on your homepage can act as incentives to follow through with their purchase. Add other aspects like a real-time purchase icon; this is more commonly known as the pay now button. The real-time purchase option allows them to make a transaction in a quick and efficient manner. This reduces the need for them to browse and to possibly reconsider the purchase. Other great options for conversions include flash-sale options; time enabled discount purchases and first purchase discounts. 

  3. Add Testimonials to Build Trust

    A very important way to market a brand is through customers themselves. Adding a customer testimonial can help make the transaction more relatable, trustworthy, and dependable. Adding a few testimonials on a flash or rotating, visually appealing section of your homepage can make your website feel more personal. Add different types of testimonials from different demographics and age groups to really make this an effective method of converting traffic to purchases.


Product discovery optimization will have an impact on your conversion rates. Once potential customers land on your website, they must be in a position to quickly and easily search for and find the products they are interested in. There are several ways in which you can improve product discovery in your store.

  1. Use Smart Search

    Having an intelligent and useful search feature can lead to higher conversions, particularly if your store has many products. Customers who use the search feature are ten times more likely to convert than those who don’t. This is why you should have a prominent search bar to allow customers to find the product they are interested in. 

    The Shopify app store has apps like Recommendly, Smart Search & Instant Search by Searchanise, and Product Filter & Search by BoostCommerce. These apps allow you to add a search bar in just a few clicks.

  2. Organize Your Categories Effectively

    You might be familiar with all the several ways your products are different, but most people usually know broad categories and look for products similarly. Organize your products in four to six broad and simple categories with a drop-down menu for the sub-categories. Have your most popular category as the first item to increase the chances of a purchase.

  3. Take Advantage of Your 404 Pages

    Take advantage of your 404 pages by redirecting visitors to pages that contain your most popular products or promotions. 404 pages need not be dead-ends but can act as a precursor to more sales. Be wise about this strategy as it can be used to make conversions where there aren’t any.

  4. Add a Shoppable Instagram Feed

    Embedding a shoppable Instagram feed into your store will give your visitors the incentive to take beautiful shots of your products. Not only do you get access to user-generated content, but you’re also showcasing social proof, which has proven to be an effective way to increase conversions. 


A smooth checkout experience is imperative to a reasonable conversion rate. Most customers find a complex or convoluted checkout process and extremely frustrating that will result in abandoned carts. 

  1. Prefill Your Customer’s Information

    For returning customers, you can have their information prefilled to lessen the customer’s effort. You can achieve this by having customer accounts, which can also be used to create wish lists. 

  2. Send Abandoned Cart Emails

    Sometimes your customers need an extra nudge to make a purchase. Reminding them of their abandoned cart is a great way to get conversions. You can optimize how soon you send out the email after the cart has been abandoned. Shopify’s platform allows you to optimize abandoned cart emails according to your specifications.

  3. Optimize Your Thank You Emails

    A business that makes an effort to build a personalized relationship with its customers typically see more return purchases. Optimizing a ‘thank you’ email that is personalized can go a long way into establishing a connection with your customers.


The process of buying a product online is not complete until the product is in the hands of the customer. The experience of shipping and returns is just another opportunity to build a great relationship with your customers. According to research, free shipping can increase sales by 50%.

  1. Offer Free Shipping

    With everyone now used to Amazon Prime, you should offer free shipping policies to stay relevant. Most customers will not complete their purchase if they have to pay for shipping, no matter the size of their order. Another exciting feature that customers will find interesting is the track order feature. Some Shopify apps that offer this feature include Tracktor Order Tracking and Aftership-Track & Notify.

  2. Have a Clear Refund Policy

    A clear refund policy should be put in place to appease any customer’s anxiety regarding shopping online. This is particularly important if you are a new business and are yet to create a positive reputation with your audience. Shopify has a refund policy generator that you can use to create your custom policy.


You should take the opportunity to offer additional information like your contact details and an about section on the page. This gives you the ability to spin a narrative around your brand to bolster the appeal of your business and products.

  1. Tell a Story with Your About Page

    With such stiff competition in the online realm, your brand must stand out. Use the about page to establish a story about yourself and the business, and the core values of the company. People tend to patron businesses that they relate to, and you should give them something to relate to.

  2. Create a Comprehensive Contact Page

    Customers feel the need to share their opinions with a business that they frequent. Without a comprehensive contact page, they just end up feeling frustrated. Your contact page should have relevant information on interacting with your brand, even on social media spheres. A useful contact page should contain the following information: A business email address or form social media handles Phone number with relevant area and country codes Working hours The physical location of your store with clear directions in a map 


Study after study has shown that your website’s performance is just as important as any other steps you take when it comes to conversion. If your webpage does not load in three seconds, the customer will get frustrated and move on. This is why it is vital to invest in a platform that performs well, efficiently, and reliably.

  1. Make Sure Your Site is Mobile Responsive

    Your website should be optimized to work well on mobile. More and more online shoppers are relying on their mobiles for shopping. Take advantage of the unique build of the mobile UI/UX to deliver an experience that is pleasant and efficient.

  2. Optimize Your Website’s Loading Times

    You do not have to rely on other people’s experiences in order to check your website. Use Google’s Pagespeed Insight tool to get a comprehensive report on the performance of your website. The report will also highlight any steps you can take to increase its speed. Some of the things that can negatively impact your website speeds are heavy image sizes and too many running apps.


Websites are as good as their ability to create paying customers from website traffic. This is essentially the root function of online stores, and there are numerous ways to improve your Shopify conversion rate optimization. While most have been mentioned above, it is also important to cater to the website’s specific needs. This includes creating a personalized but easy to use online store that has crisp, clear information. It also means having efficient payment portals, placing signature products in parts of your homepage to increase product sales. Using tools like Google’s PageSpeed Insight can help highlight performance based on speed. Other aspects that can help conversions include high-quality photographs and media for signature purchases. The secret to conversion is also to build brand awareness and trust. This is where customer testimonials, brand logo placement, and coupon codes or discount codes can help. Being creative in conversion rates is crucial, but so is keeping an eye on your store page performance, breaking down the conversion demographics, and creating eCommerce marketing strategies to reach other demographics and find effective ways to increase repeat conversions on existing demographics successful. In essence, using the tips, tricks, and techniques mentioned above, you can build and maintain a highly efficient conversion based online business.

Guest Post by AdNabu

AdNabu helps improve sales in Google Ads for eCommerce companies. If you are running search, shopping or display campaigns in Google Ads, Their software will be able to increase your sales. Sign up today for a 14-day free trial from here.

Leave a Reply

Your email address will not be published.

Privacy Settings
We use cookies to enhance your experience while using our website. If you are using our Services via a browser you can restrict, block or remove cookies through your web browser settings. We also use content and scripts from third parties that may use tracking technologies. You can selectively provide your consent below to allow such third party embeds. For complete information about the cookies we use, data we collect and how we process them, please check our Privacy Policy
Consent to display content from Youtube
Consent to display content from Vimeo
Google Maps
Consent to display content from Google
Consent to display content from Spotify
Sound Cloud
Consent to display content from Sound