Brief Summary
This video provides a comprehensive guide to conversion rate optimisation (CRO) for Shopify stores. It highlights the importance of focusing on RPV (revenue per visitor) and PPV (profit per visitor) rather than just conversion rate. The video identifies common mistakes that kill trust and hinder sales, and offers actionable strategies to improve branding, product information, offers, and the overall shopping experience. It emphasises the need for continuous testing and iteration, building trust through reviews and clear policies, and creating a smooth, intuitive user experience to maximise conversions.
- Focus on RPV and PPV, not just conversion rate.
- Fix your offer first, then test and iterate.
- Build trust through reviews, clear policies, and user-generated content.
- Create a smooth shopping experience with clear value proposition and easy navigation.
Introduction to Conversion Rate Optimisation (CRO)
Most Shopify stores convert at under 3%, leaving significant revenue on the table. While many focus on increasing traffic through ads and other channels, improving the conversion rate can dramatically increase revenue. For example, quadrupling the conversion rate could take a business from $500,000 to $2 million. CRO involves optimising the existing traffic to convert more visitors into paying customers. Many brands neglect CRO, focusing instead on traffic acquisition, but without a converting site, increased traffic is wasted.
Understanding Key Metrics: Conversion Rate, AOV, RPV, and PPV
While conversion rate indicates how many visitors buy, average order value (AOV) shows how much they spend. Combining these gives revenue per visitor (RPV), and subtracting costs yields profit per visitor (PPV), the most important metric. Focusing solely on conversion rate can be misleading; an increase might decrease AOV and increase costs, resulting in lower profits. It's important to consider lifetime value, not just monthly figures.
Common Mistakes That Kill Conversions
Many Shopify stores make mistakes that deter customers. These include inconsistent branding between ads and the website, weak product information (lacking sizing charts, shipping timelines, and clear benefits), too much or too little text, fake urgency, and low-quality visuals. Cluttered navigation with too many options also hurts conversions. Great brands, on the other hand, maintain consistent branding, provide clear product information using iconography, offer genuine discounts and bundles, use high-quality visuals, and ensure simple navigation.
The Power of a Strong Offer
The offer, encompassing price, bundles, upsells, guarantees, and value proposition, is the biggest driver of CRO. Brands should avoid simply copying competitors and instead create a unique offer. Testing different prices and offers is crucial, as even small changes can significantly impact revenue and profit. For example, raising the price might slightly decrease the conversion rate but increase overall revenue and profit due to higher per-sale value and reduced operational costs.
Upsells, Bundles, and Pricing Strategies
Pre-purchase pop-up upsells and post-purchase upsells/downells can increase profit per customer. Bundles and variants, such as multi-packs with small discounts or premium versions of products, can also boost conversion rates. Decoy pricing, while not always recommended, involves offering a premium option packed with features to encourage its selection.
Test, Iterate, and Repeat: The CRO Flywheel
CRO is an ongoing process, not a one-time project. Markets shift, customer preferences change, and competitors copy successful strategies, so continuous testing and iteration are essential. Test one variable at a time (price, headline, call to action, etc.) to understand its impact. Tools like Visually can help with this. Small, incremental improvements compound over time, creating a "CRO flywheel" where each win boosts revenue and profit, freeing up budget for more tests and further growth.
Building Trust and Handling Objections
Even with a strong offer, customers won't buy if they don't trust the brand. Reviews act as social proof, with the best reviews addressing specific objections. Mine objections from Amazon reviews, TikTok comments, and Reddit threads, and incorporate them into product descriptions, ad copy, and pinned comments. Clear return, refund, and shipping policies build trust, as does user-generated content (UGC) like unpolished photos and customer videos. Ensure consistent branding across all touchpoints, including Instagram, to build trust from the first interaction.
Creating a Smooth Shopping Experience
A clunky, confusing website can deter customers. The homepage should immediately communicate clarity, value, and direction, featuring key products and a clear offer. The product detail page (PDP) must inform, persuade, and drive action with clear details, benefits, and easy-to-choose options. The cart and checkout flow should be streamlined, ideally using a slide-out cart to avoid unnecessary steps. Offer multiple payment options and auto-detect currency and language for international customers to build trust and provide a seamless experience.
