Thread by @JosephPutnam

Pro Conversion Rate Optimization Tip (#CRO) for @Shopify Store Owners

Make sure you pay attention to where you experience a drop off (or improvement) after you make changes to your site, in order to improve conversion rates.

Here's how... 🧵

Let's say you raise your price or stop offering FREE SHIPPING in your banner.

Whatever it is, you'll want to pay attention to this section in your Analytics tab in @Shopify. 👇

Let's assume conversion rates go down.

Are fewer people adding products to their cart, are fewer reaching checkout, or are fewer completing their checkout?

If fewer people are adding products to their cart, then a higher price may be preventing people from starting the checkout process.

If the same number are adding to cart but fewer are completing their checkout, then total cart shock might be preventing people from purchasing.

Here's an example where the conversion rate is down 36% and the add to cart rate is down 35%.

Based on these numbers, it's clear we're losing people before they add to cart which is causing CVR to drop 36%.

In this example, we ran out of best sellers which caused fewer people to add products to their cart which in turn led to a lower purchase rate.

It's important to pay attention to these numbers so you know what you need to analyze and fix.

If the same number of people are adding to cart but fewer are checking out, then your shopping cart is the problem, not ads or something earlier in the funnel.

This type of analysis is somewhat basic, but it helps you know where to focus your attention.

Instead of getting frustrated with your ad buyer, you'll learn the dropoff is happening on your site, not at the ad level, etc.

It's possible something is broken on your site and preventing people from completing their purchase.

Studying these numbers will help you figure out if something like that might be the problem.

If you need help with this type of analysis, leave a comment or send me a DM.

And don't forget to sign up for my #eCommerce marketing newsletter to get more growth tips like this one 👉 sendfox.com/lp/d1xgn3