The easiest thing to forget when you run an online business is that it isn’t a physical space. That means that each step in the process of customer contact creates a new experience. It’s not enough to entice your customers to your site with advertising – once there, you have to capture your visitors’ interest in your product and facilitate the best user experience you can. You don’t want a string of many one-time visitors. You want to turn your visitors into regular customers.
So how to do that? Well, the first thing to do is to keep track of your own conversion data. Know your store’s monthly and yearly revenue, and monitor its growth. Know your current conversion rate on both the desktop and mobile site, and set realistic growth targets to drive your conversion rate up. Shopify makes this incredibly easy for you – it automatically tracks your conversions on its internal dashboard. Better still, it breaks down your conversion funnel into three key parts – added to cart, reached checkout, and purchased. If you feel your conversion rate is low, you can look at the first two categories to see if you’re losing customers between adding the product to their shopping cart and actually making a purchase.
Another thing to think about is your mobile store. In 2019, most people will find your site for the first time on a mobile device. Yet, desktop conversions are twice as high as mobile conversions for most Shopify sites. What this tells you is that you stand to lose a great deal of money if you don’t optimize your mobile site, and you stand to dramatically increase your conversions if you can improve the shopping experience for mobile visitors.
That being said, you want to optimize the core site as well. Ensure that your site is performing at top speed, and avoid downtime as much as possible. Extended periods of downtime can seriously hurt your conversions, and to make matters worse, it will negatively impact your SEO as well. Site crashes cause customers to lose interest and feel dissatisfied with their experience. Even if they do make it to checkout, they probably won’t be visiting your site again. Even more serious than downtime, however, is performance speed. More customers complain about slow loading times than about any other feature. If your customers have to wait several seconds to load every single page, they’ll quickly lose interest and probably decide to shop somewhere else.