It’s 100 percent about the consumer experience and cultivating inimitable customer experiences. Whether it’s about blending online with the in-store experience or creating new virtual try-on experiences, we want to be best in class.Kimberly Saxton, vp of global IT operations and strategy at Estée Lauder Companies
You’re aware that landing pages can effectively convert visitors into buyers, which is why you implemented them to tailor your Shopify store. However, simply having a landing page for your store isn’t sufficient if you aim to increase your earnings. It’s essential to optimize each page to achieve that goal.
This article will cover several strategies for optimizing Shopify store for a better conversion rate that you should consider implementing.
Useful Tips For Optimizing Pages of Your Shopify Store
Check out these suggestions to enhance your Shopify store optimization and create pages with exceptional conversion rates:
1) Personalize Pages For Specific Audience Segments
Although 92% of consumers visit a brand’s website for the first time without making a purchase, understanding their needs is crucial to persuade them to stay. To create effective landing pages, gather as much information as possible about your target customers, including their goals, struggles, fears, and aspirations.
By doing so, you can build custom pages for different customer segments in your Shopify store that will truly resonate with each shopper.
2) Experiment With Attention-Grabbing Visuals
Since the brain processes images faster than text, incorporating visually appealing images on your e-commerce site can attract visitors’ attention and create a sense of product ownership.
To prompt visitors to take action, use high-quality images that evoke emotion and showcase your products from various angles.
3) Experiment With Benefit-Focused Copy
To entice potential customers, your landing page should immediately communicate the value of your product or service. Use clear and compelling language to describe how your offering can enhance their lives.
It’s important to distinguish between features and benefits:
A product feature is its function, while its benefit is the value it brings to the customer. Since customers make purchases based on benefits, highlighting them in your e-commerce site’s copy is crucial.
4) Simplify Your Copy To Improve Readability
Using complex language is not effective in e-commerce. Studies have found a direct relationship between reading ease, word count, and conversions. To enhance readability, it’s recommended to keep your copy concise, with fewer than 300 words and at a middle school reading level or easier.
5) Avoid Negative Language In Your E-commerce Page’s Copywriting
Did you know that e-commerce landing pages tend to be more emotional than those in other industries? They show higher levels of almost every sentiment. However, over the past year, e-commerce businesses have increased their use of negative language, including anger, fear, and sadness, likely due to turbulent times.
When it comes to the emotional language used in e-commerce pages, it’s important to consider how it can affect potential customers. While it may seem like negative emotions like fear or sadness can be used to grab the customer’s attention, research has shown that it can actually hurt conversion rates.
6) Experiment With The Effects Of Providing Free Shipping
Unexpectedly high shipping fees can be a leading cause of cart abandonment, with 25% of online shoppers reporting that they abandon their carts due to extra costs such as shipping.
Walker Sands’s research has shown that for six consecutive years, free shipping has been the primary motivator for online purchases. While it may not always be feasible to offer free shipping, it’s worth experimenting with this tactic to boost conversions. If you do offer free shipping, be sure to prominently display this on your landing page.
Implement these best practices to optimize your e-commerce landing pages and improve your conversion rates beyond the median rate of 5.2%. Remember that Shopify pages require continuous optimization, so don’t be afraid to experiment and make changes to see what works best.
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