Simple Tools for Conversion Rate Optimization #

Shopify conversion rate optimization is not rocket science, you can improve it with very simple tools, our Shopify CRO agency filtered the best tools for you. Shopify CRO Audit is a great way to start, but if you want to do it by yourself, here are the tools you need.

We are going to keep the things very simple, basically you don’t need too many services or complex tools to improve your conversion rate, I would say more, everything is already there and free to use.

Microsoft Clarity #

Yes, you heard it right, Microsoft Clarity, not Google Analytics, not Hotjar, not any other tool, Microsoft Clarity is the best tool for conversion rate optimization, it’s free, it’s simple and it’s powerful.

Want to see what’s going on your website and how the customers interact in your website, just install Microsoft Clarity and go through the video recordings, not even heatmaps, just watch the video.

Don’t make the things harder, imagine you have physical store and you have a camera, you can see how the customers interact with your products, how they move, how they talk, how they behave, this is exactly what Microsoft Clarity does.

How to install Microsoft Clarity? Just go to Microsoft Clarity and sign up, it’s free.

1. Sign up for Clarity It only takes a few minutes to set up a free Clarity account.
2. Create a new project Add your website Once you have an account, you can add your website to Clarity and get the tracking code.
3. Connect Clarity and Shopify Follow the steps to add the Clarity code to your Shopify site.

Update as of 2025 If you’re using the new Shopify web pixel and have a Shopify Plus account, the checkout and post-checkout pages are currently not tracked in Clarity.

More about Microsoft Clarity you can find Shopify Integration With Clarity.

We recommend to use Microsoft Clarity over FullStory, Hotjar, Clarity is best compromise between the goal and performance issues that any third party tool can have, you can make Microsoft Clarity work without impacting the performance of your website. While FullStory and Hotjar impact on site speed heavily, their libraries are heavy and they are not optimized for performance.

Figma For Design #

You might be interested why Figma is here, it is a designer tool, right? Well 90% of the CRO issues are related to the design, at this point we assume that you are doing everything yourself, so when you see that something is off in the website you can mockup the changes in Figma and then implement them in the website.

Even if you are not a designer and going to hire one, make sure they are using Figma, it is the standard for the design industry and for the developers as well. You might need to send this Figma file link to the developer, so they can see the changes you want to implement.

Make sure the designer provides at least desktop and mobile version of the design, so you can see how it looks on mobile and desktop.

You can also mockup yourself with Figma, just take a full screenshot of your website in Figma, then maybe go to your favorite websites or competitors and copy the elements you like then paste it over the screenshot, then you can see how it looks and what you can improve.

Yes, it’s that simple, it is all about continuous improvement, improve sections by sections and then when you see it is time to put things together you can hire a designer to put all improved sections in one styleguide and then implement it in the website.

Everything is dynamic, don’t think that you will stick with one design forever, you will need to improve it, experiment with it.

We will talk about AB testing in the next chapter, but some improvements are so obvious that you don’t need to test them, you can just implement them and see the results. But here you need some skilled Shopify developer or Shopify agency to implement the changes. Contact and send a free quote to Shopify CRO Agency and compare the prices.

Screenshots and Recordings #

When you collaborate with the designer or developer, you can send them the screenshots of the website, so they can see what you are talking about, it is very useful when you are not in the same room or you are not using the same tools.

Just search in Google “JAM.dev” and you will find the website, You might need to install the extension, but it is very simple and easy to use.

JAM.dev is a great tool to take screenshots of the website, it is very simple and easy to use, you can take screenshots of the whole website or just a section of the website, you can also take screenshots of the mobile version of the website.

Another great tool is “Loom”, it is a video recording tool, you can record the video of the website and then send it to the developer or designer, so they can see what you are talking about.

You can try veed.io as well, all those tools are free and easy to use. You don’t need any other advanced tools, just keep it simple.

Optimizely (AB Testing) for Shopify #

Why are we putting AB testing tool after design and collaboration tools? Because you need to have the design and the changes ready before you start the AB testing, you can’t just start the AB testing without having the changes ready.

From our experience, clients are always struggling with sharing the ideas or finding the right designer with the right tool, so you better have an idea of the standards, okay?

1. Microsoft Clarity to see what’s going on the website
2. Figma to mockup the changes
3. JAM.dev to take screenshots and share them with the developer or designer
4. Optimizely to start the AB testing

In the CRO series we have a chapter about AB testing, so you can read more about it, but here we assume that you know what AB testing is and how it works with Shopify.

From our experience, Optimizely is a good one, we tested VWO, Google Optimize(before it died), Dynamic Yields and some other tools, but at this point we recommend Optimizely, so far it is better than others. We don’t partner with them, we just recommend them because they are just better than others.

We totally do not recommend using Dynamic Yields, the most stupid tool we ever used, heavy, slow, buggy, how they are still in the market, I don’t know.

Also we totally do not recommend using any Shopify apps for AB testing, they are just making things harder and more complex. AB testing is not that hard, you have 2 versions of the page, section, block or element that you want to test.

The steps to install Optimizely are very similar to Microsoft Clarity, you just need to sign up, create a project, get the code and install it in the website.

Once you have the Optimizely script installed you need the conversion tracking, you need this conversion tracking to understand what is the winning version of the page, section, block or element.

We recommend to stick with Optimizely data when it comes to conversion tracking, don’t try to align it with Google Analytics, it is just not worth it, because the data can be different due to the delays, so just stick with Optimizely data.

In our website we have detailed guide how to use Optimizely with Shopify, we cover what tests you can do on Shopify and which tests are not possible due to the Shopify limitations.

Google Search Console #

Google Search Console is a must have tool for any website, not only for the CRO, but for the SEO as well. You can see how the website is performing in the search results, what keywords are bringing the traffic, what pages are ranking, what pages are not ranking, what pages are not indexed, what pages are not mobile friendly and so on.

You might think that this is not related to the CRO, but it is, you can see what pages are not performing well in the search results, you can improve them and then see how the conversion rate is changing.

You can also see the search queries that are bringing the traffic, you can see the keywords that are not in the content, you can see the keywords that are not in the title, you can see the keywords that are not in the meta description and so on.

Keep checking your website SEO performance in the pagespeed insights, you can see how the website is performing in the mobile and desktop, you can see what is slowing down the website, you can see what is blocking the rendering and so on.

Shopify SEO Check

Get a free SEO check for your Shopify store. https://pagespeed.web.dev/

Don’t be that upset if you see that the website is not performing well in the pagespeed insights, consider it as an opportunity to improve your website, it means you still have room for improvement. You can also get our Shopify SEO Audit for $299.00 to see what’s going on with your website.

Google Analytics #

And finally Google Analytics, I think we don’t need to explain what Google Analytics is, if you are not an analytics guy, you definitely need to hire someone who is, because the data is the key for the CRO.

But from our experience you have a long way before getting to the point where everything in the website is perfect and only data driven results are missing, so you can start with Microsoft Clarity and then move to Google Analytics.

Also Analytics can be easily integrated with Microsoft Clarity, so you can see GA data inside Microsoft Clarity,

Glossary Terms in This Article:

• Analytics: Analytics is a service for tracking website performance.
• Checkout: Checkout is the process of completing a purchase in Shopify.
• CRO: CRO is the process of increasing the percentage of users who convert.
• SEO: SEO refers to Search Engine Optimization.

Source: https://cro.media/cro/social-proof/

The Value of Social Proof #

Social proof helps store owners show that others trust their product. Many buyers check reviews before buying. They want to see proof that real users enjoyed the item.

Need to admit that influencer marketing is a part of social proof, even it is very individual and some people can like or dislike the certain influencer. But for that influencer’s followers, it is a social proof.

Just an example, you are fan of Justin Bieber, and he is promoting a new brand of shoes. So fans of Justin Bieber will buy those shoes, if you don’t like Justin Bieber maybe you will not buy, but, this is important to remember, but at least it will be some kind of social proof for you, even if it is negative.

“Fake reviews are a bad idea and it is an illegal practice.”

Honesty and openness make a store more credible. Positive reviews can boost conversions, while negative feedback helps store owners improve.

Why Fake Reviews Are Risky #

Adding false ratings can harm long-term growth. Shoppers may lose faith if they sense a scam. Also, fake feedback may violate laws.

Genuine comments create stronger connections with buyers. Loyal fans share your brand with others and keep coming back.

Starting With Real Feedback #

Offer a small discount or free product to new customers. Ask them to leave honest thoughts. This builds a set of initial ratings and testimonials.

“Offer discount codes to family and friends. Ask for reviews.”

Highlight this proof on product pages. It helps new shoppers trust your store and feel secure.

Building Trust Early #

When you just start, you have less clients and you are more hungry for reviews. At early stage you are doin gyour best, so the chances that you will get a negative review are very low. So, try to get as many reviews as possible.

If you have press coverage or local awards, list them. Transparency can lower buyer doubts.

Showcasing Achievements #

Share numbers if you have them, like sales milestones or subscriber counts. This “wisdom of the crowd” effect shows that many people like your products.

If experts praise your store, place their quotes. Show pictures or brand logos if you have permission.

Further Steps to Improve CRO #

Review your site flow to see where people drop off. Fix slow load times or unclear navigation.

A “shopify-development” partner can tweak design or code to boost speed. Minor fixes can raise trust and raise user confidence.

Conclusion: Keep It Real #

Honesty in social proof helps you form strong bonds with customers. Early genuine ratings show that people value your products. Keep your site clear and open to feedback.

To shape a next-level store, book a shopify consultation and discuss your goals . True proof plus a user-friendly site can make a brand stand out.

Glossary Terms in This Article:

• CRO: CRO is the process of increasing the percentage of users who convert.

Exclusively only on CRO Media, we have a list of all Shopify stores for free.The list is updated daily and is available for free.

https://cro.media/all-shopify-stores/

Shopify cro.media — #1 Shopify CRO Agency

Shopify SEO Challenges and How CRO Media Can Help #

“Many ecommerce platforms offer convenience at the cost of SEO flexibility. Shopify is no exception.”

Shopify offers simplicity for online stores, yet some of its built-in SEO features can hinder site ranking and performance.

This article discusses common Shopify SEO challenges and how to overcome them for better site visibility.

Rigid URL Structure #

Shopify has a fixed URL structure, which may limit flexibility for SEO. For example, product URLs default to domain.com/products/product-name, and collections default to domain.com/collections/collection-name.

“URL structure is the foundation of SEO — when it’s rigid, your whole SEO strategy becomes limited.”

This rigidity can reduce your control over URL structure, which can be essential for search engine optimization.

A custom solution is often necessary to improve URL flexibility. The Shopify SEO audit service from CRO Media addresses this by identifying areas where URLs can be optimized to align with SEO best practices.

Blog and Content Limitations #

One of Shopify’s key SEO limitations is its rigid content hierarchy system. While Google increasingly prioritizes site structure for rankings, Shopify restricts the creation of true sub-collections and nested blog categories. Currently, tags are the only built-in way to organize blog content.

For example, an ideal structure for a skincare site might look like this:

• /skincare/face/
• /skincare/face/moisturizers/
• /skincare/face/cleansers/
• /skincare/face/serums/

With related blog posts following the hierarchy:

• /skincare/face/moisturizers/best-moisturizers-for-dry-skin/
• /skincare/face/moisturizers/best-moisturizers-for-oily-skin/
• /skincare/face/moisturizers/best-moisturizers-for-sensitive-skin/
• /skincare/face/moisturizers/best-moisturizers-for-acne-prone-skin/
• /skincare/face/moisturizers/best-moisturizers-for-aging-skin/

While this ideal URL structure isn’t possible out-of-the-box with Shopify, there are workarounds. Through custom development, you can:

1. Create collections for each main category
2. Link blog posts to these collections
3. Build custom templates that display the proper hierarchy
4. Implement breadcrumbs that reflect the desired structure

Though the URLs themselves won’t match the ideal format, this solution maintains proper content organization and user navigation paths. While it requires development work, the SEO benefits make it worthwhile for serious stores.

If you want to check your Shopify SEO health, you can do it with our Shopify SEO audit.

Duplicate Content Issues #

Shopify’s platform structure can generate duplicate content across product pages, collections, and blog posts, potentially harming SEO performance. While canonical tags help indicate primary pages to search engines, additional measures are often needed.

Addressing this issue typically requires custom development work to ensure tag pages aren’t independently indexed, instead using canonical tags that point to their respective main collection or blog pages.

Identifying and resolving duplicate content issues is a key part of CRO Media’s Shopify CRO audit service, helping you maintain a clean, optimized site structure. Hire Shopify CRO Agency to get the best results.

Automatic Injection of Analytics Scripts #

Shopify automatically adds analytics scripts to the head section of each page, which can slow down site performance. Even with a clean, optimized theme, these scripts add load time, impacting your speed score and SEO ranking.

CRO Media’s Shopify CRO audit can identify how analytics scripts impact site speed and suggest ways to reduce load times, helping you keep a faster, more competitive website.

No Control Over Server Headers #

Shopify doesn’t allow direct access to server headers, limiting your ability to optimize caching and compression settings. This can impact site speed and SEO performance, as faster sites rank better in search results.

This is not something very critical, but if you want to have perfect SEO health, you need to have control over server headers. Unfortunately, Shopify doesn’t allow this, so we need to accept this. Keep in mind, the next time you hire an SEO agency, they should be aware of these limitations and not give advice that is impossible to implement.

Correct configuration of server headers can improve site speed and SEO performance.

International SEO Limitations #

Shopify’s built-in international SEO features are limited, making it challenging to optimize for multiple languages and regions. While you can create separate stores for different countries, this can lead to duplicate content issues and SEO challenges.

Custom development is often necessary to implement hreflang tags, optimize content for different regions, and manage international SEO effectively. CRO Media’s Shopify SEO audit can identify areas where international SEO can be improved, helping you reach a global audience more effectively.

Limited Control Over JSON-LD Markup #

“Structured data is no longer optional for serious ecommerce SEO — it’s a necessity for standing out in search results.”

JSON-LD markup is essential for structured data, helping Google understand your site’s content. However, Shopify offers limited support for JSON-LD, and recent changes removed default review markup. Adding structured data often requires third-party apps, which can further slow down your site.

With Shopify SEO audit and custom coding solutions from CRO Media, you can implement JSON-LD without relying on apps that reduce site performance.

Finding Solutions to Shopify SEO Limitations #

For Shopify users facing SEO limitations, CRO Media offers practical solutions through:

• SEO Audits to improve URL structure and site speed.
• Custom Development to add structured data, reduce app dependency, and optimize analytics scripts.

If you need tailored solutions for better Shopify SEO, contact CRO Media. We’ll help improve your site’s performance with custom strategies to meet SEO and CRO needs.

Glossary Terms in This Article:

• Analytics: Analytics is a service for tracking website performance.
• Collection: Collection is a grouping of Shopify products.
• CRO: CRO is the process of increasing the percentage of users who convert.
• Ecommerce: Ecommerce is the buying or selling of products/services online.
• SEO: SEO refers to Search Engine Optimization.

Source: https://cro.media

SEO For CRO Improvement #

Our favorite topic, we covered this many times in our SEO Guide For Shopify HUB and we will talk about it here from a different angle. If you’re new to CRO in general, check out our complete guide to conversion rate optimization.

SEO for conversion rate optimization is like a good wine, it gets better with time.

This is a long-term investment, you will not see the results in a week or a month, but after a year, you will see the difference.

Before going ahead we would like to show off our top products for SEO and CRO, we do full diagnostics of Shopify stores, we have a full checkup for conversion rate optimization (CRO), and we have a special Shopify SEO audit for Shopify websites.

We are the only agency that has a complete in-house team of SEO and CRO experts, we are not just a marketing agency, we are a full-stack Shopify agency that can help you with everything from the idea to the final product. With over 10 years of experience optimizing Shopify stores, we know exactly what works. Learn more about how to choose the right CRO agency for your needs.

SEO — The Basics #

I want to start with the basics, so you can understand whawhat SEO is and how it will automatically improve your conversion rate.

Basically this is a boomerang effect, when you fix your SEO issues you don’t don’t just do it for Google it for Google, you do it for your customers.

Nowadays about keywords, it is about the user experience, the speed of the website, the quality of the content, the structure of the website, the security of the website, and many many other factors.

Well, now imagine you improve your site speed, imprrove the user experience, yourr website is running and loading faster, the content is better structtured, now a question: did we just do SEO fixes or did did we improve the overall user experience?

The correct answer is — both!!

Again, SEO is now more about the technical health of the website. As a leading Shopify SEO agency, we focus on:

• Technical SEO optimization
• Content strategy and optimization
• Site structure and internal linking
• Schema markup implementation
• Mobile optimization
• Page speed optimization
• User experience improvements

SEO As A Branding Tool #

Have you watched sport events on TV? Have you seen the ads on the boards around the field? Sometimes you don’t even notice the ads, but you remember the brand.

You know they pay millions for that, right?

Okay, good, now imagine your website ad can be shown to the customer when they are searching for something, regardless of wheof whether ther they will visit your website or not, and it it dooesn’t matter if their intention is shopping now or not.

You will appear fo some reason on the the number one website in the world, people are searching for something, and then they see your website faviccon website name, they see it often, more often, then often and often.

Next time they are searching for something to buy and they seesee your brand, regardless if if it is not a PPC ad, or again organic traffic, you will subconsciously be more trustworthy worthy for them.

or them.And this opportunity is given by SEO, and god damn it is free, you just need to invest time in it.

in it.## Is Shopify SEO Different?

Yes, it is different, but not that much.

Whoever says that SEO is SEO and it is the same for all websites, they are wrong.

Yes, SEO and the core principles are the same, but Shopify has its own specifics and limitations, the same improvements that you can do on static websites, you can’t do on Shopify.

The freedom you have with JAMstack websites, you don’t have with Shopify. And the SEO agency that is not aware of this, they will just waste your time and money.

Just a few examples:

• Shopify has strict and fixed paths for collections, products, and pages
• Shopify has limitations for any server-side configurations
• Shopify has limitations for for sitemap.xml and robots.txt files
• URL structure follows specific patterns
• Theme architecture impacts SEO performance
• App integrations can affect site speed
• Limited control over HTTP headers
• Canonical URL implementation differences

And many many others. This is just the first few that came to my mind.

Most Critical SEO Fixes Fixes for CRO #

WeWe

or CRO will talk about the most important SEO fixes thatt you shoould do right away to improve the conversion rate of your website and also give a chance to your website to be found on Google.

Site Speed And CRO #

This is number one, if yourr website is loading slowlyly, neither end customers nor Google will like it. This is a a fact, nobody cares how good your if they might notwll look i even wait for it to load.

Improve, fix, do something with your website speed, we are really tired off talkinging about this in every article, but we have to, because still, in 2024, there are websites that are loading longer than 2–3 seconds.

Remove all your Shopify apps, remove all the analytics if it requires, otherwise you are just burning your money on ads, and you will not even know that you are losing customers. Consider running an A/B test to measure the impact of speed improvements.

It is just around $200 USD, run SEO Audit, and get the action plan for your website, and then just do it.

Key speed improvements include:

• Image optimization
• JavaScript minimization
• CSS optimization
• Browser caching
• Critical rendering path optimization
• App rationalization
• CDN implementation

User Experience And CRO #

As we have already said, UX is now part of SEO, GGoogle even checks if your buttons and links have enough space around them, if your website is mobile-friendly, if your website is accessible.

Some “fancy” websites are not even accessible, and they are not even aware of it. They see their competitor has this whitish modern fashion website with small fonts, and they want the same, but they are just ddoing the same mistake. Guys, be customer-oriented, not competitor-oriented.

Think about your customers, not about your competitors. Your end customers are the ones who are paying you, not your competitors.

Essential UX elements:

• All your text is readable, and the font size is at least 14–16px
• Text and background have enough contrast
• The buttons are big enough and have enough space around them,, at least 48x48px
• Clear navigation structure
• Intuitive product filtering
• Mobile-first design approach
• Fast checkout process
• Clear call-to-actions

Content And CRO #

Content lost its value, but in ecommerce we have a second chance to beat the AI generated content. We have talked about this in our copywriting guide article.

Spend time on your main pages and try to make your page easy to to flow for the eyes, and easy to read without any blockers.

Simplify but not emptify. You can have a lot of text, but it should be easy to read, and easy to understand.

Content optimization priorities:

• Unique product descriptions
• Compelling category content
• Educational blog content
• Clear value propositions
• Trust-building elements
• Customer testimonials
• Product specifications
• FAQ sections

SEO And CRO — The Final Words #

The main point that we wanted to make is that SEO is not just about keywords and content, nowadays it is fully aligned to the user experience, and the user experience is the main factor that affects the conversion rate.

As a specialized Shopify SEO agency, we understand the unique challenges of optimizing Shopify stores for both search engines and conversions. Our comprehensive approach combines technical SEO excellence with conversion rate optimization best practices to deliver measurable results.

Site speed, user experience, loading time, well platform oriented optimization, if it is Shopify, then Shopify oriented optimization — these are all critical elements that need to work together for success. Partner with an experienced Shopify agency that understands both SEO and CRO to maximize your store’s potential.

Glossary Terms in This Article:

• Analytics: Analytics is a service for tracking website performance.
• Checkout: Checkout is the process of completing a purchase in Shopify.
• Collection: Collection is a grouping of Shopify products.
• CRO: CRO is the process of increasing the percentage of users who convert.
• Ecommerce: Ecommerce is the buying or selling of products/services online.
• SEO: SEO refers to Search Engine Optimization.

Source: https://cro.media

Personalization For CRO Improvement #

What do we understand by personalization, and how can we do personalization without gathering any personal information about the customer? As part of overall conversion rate optimization, personalization plays a key role in improving user experience.

Let’s be 100% honest, imagine there is no data, no Google Analytics, no Meta in the sky… oh sorry, but you can listen to the legendary song as background music while you are reading this article.

So, imagine we don’t have any data, then when a customer is visiting our website, what kind of personalization are we talking about? The best we can do is to make our website maximally comfortable to use for everyone.

Slap… back to reality. Yes, we can use those kinds of words, this is not a censored resource.

So back to reality, we have tons of data, even without Google or Meta, just a simple browser can give us some data that we can use for personalization, for example:

• Location
• Device
• Time Zone

and many many others

Location — is it a rich city or country? Statistically, are there more women or men in that location? Based on that, we can show different text and different leading headings through strategic copywriting.

Device — the screen density can tell more about the devices. We can even detect the iPhone model. If the customer is a poor guy or has money, should we suggest a case cover for their phone? Should we suggest an expensive or cheap one?

Time Zone — what time does the customer visit us? After work? If the customer is tired, maybe they don’t want too much text, so we will reduce the amount of text. If the customer is tired — let’s suggest some products for resting. Or maybe it’s lunch time, the customer might be eating some junk food and checking products for better control of their eating habits, then let’s suggest dieting products during lunch time.

Are these examples of personalization, spying, or using personal data?

Well, we are not here to judge. It is even interesting to play around with this data and make use of it, isn’t it? Some evil laughter here would be nice.

But what we have shared are just childish examples. In the real ecommerce world, the methods are worse.

Personalization — Email #

Email is our second passport, maybe even first on the internet. If you have the email of the customer or visitor, you know almost 60% about that person:

• Where they live
• Their income amount
• Their gender
• Their age

Based on this, you can run online or offline marketing — offline is even more evil. )))

Online Marketing Using Email #

Once a customer shares their email, we can immediately send an HTTP request to some “good guys” who will return all the available information we mentioned above. Based on that, we can play around with how we want to present the website, how to show discounts, even change the color scheme of the website. These changes can be validated through proper A/B testing.

Color scheme is a secret weapon — you can dynamically adjust the color scheme of the website based on the gender of the customer.

Knowing the email, we can send marketing emails if the customer abandoned their cart.

Offline Marketing Using Email #

So, the customer abandoned the cart, the customer refused to buy… well, knowing their email, they’re not going to get rid of us so easily.

There are many “good guys” who provide the physical address of the email owner. What are we doing with that? Of course, we are sending marketing letters/papers with discount codes on them, or QR codes to scan and go directly to the abandoned cart.

Of course, this is very brutal and not every store owner does this, as customers might ask questions about how we know their address. But don’t forget that the “good guys” also gave us the age of the customer — so usually elderly people are not that attentive, they are used to getting physical letters and might find it even useful.

Personalization Using Phone Number #

Well, all the things we have said about email can be suitable for this case too, plus SMS. If we have a number, we can send SMS — we just need to have consent to send SMS, but that’s also easily doable.

Personalization for CRO Using Quizzes #

This is already more ethical and transparent because customers share their data and details willingly. A thorough CRO audit can help determine the most effective quiz strategy for your site.

Some examples of quizzes in ecommerce websites for personalization:

• Skin care — customers can share details about their skin type, and based on that, the shop owner can show matching products. I think this is fair enough and win-win.
• Sleeping/Bedding — customers can share details about their sleeping positions, weight, and other habits of their sleeping culture. Based on that, ecommerce store owners can show corresponding products, like soft or firm sleeping products, or materials.

As final words #

Personalization is a powerful tool for improving the conversion rate, but it is also a double-edged sword. It is very easy to cross the line and use personal data in an unethical way. It is very important to be transparent with customers and to use their data in a way that benefits them, not just the store owner.

We talked about site speed in our article about site speed in the series for CRO; there we discussed how important it is to optimize site speed for mobile, how we compete with native mobile apps that work very fast, and how we don’t want to be seen as a turtle compared to fast native apps with fast content. Sometimes there is an impression that mobile optimization is just about site speed, but in fact, site speed is just one of the components of mobile optimization — yes, one of the biggest ones, but not the only one.

Mobile optimization for the layout #

Since websites became responsive and adaptive, big thanks to … for introducing us to responsive web, the mobile layout has evolved many times, new trends have come in and been forgotten, mobile screens have become bigger, so layout and breakpoints have changed.

Before, we would optimize websites down to 320px, for iPhone 5, iPhone 5s and iPhone SE. Now we don’t care much about it and usually support smallest screen sizes of 375px. This might seem like a small detail, but it impacts the whole layout for mobile. Ask any front-end developer about their biggest trauma during development, and they’ll assure you it was optimizing the webpage layout for the smallest mobile device.

Stacking blocks vertically on mobile #

At the very beginning of the era of mobile layouts, we used to just stack blocks on top of each other for mobile. If you did not care much about performance, you might have used JavaScript libraries for horizontal carousels and sliders, but at that time the touch event was not working properly, so developers had to use hacky tricks to fix the mobile touch experience or just use vertical stacking.

Horizontal layout and scroll snap #

When CSS introduced scroll snap and smooth scroll properties, it became much easier to deal with very tall content on mobile; developers could easily create nice-looking and interactive blocks for mobile layout without using JS libraries and without impacting site speed and performance.

The picture is pretty sad here, though CSS scroll/sliders are well supported, developers still use JavaScript just because they are not keeping their skills up to date.

In 2024, it is possible to have a very well mobile-optimized website without using a single line of JavaScript, so you can run an audit of your website using our website diagnostics service to identify the weak points of your website and update it. You should have optimized your ecommerce website already yesterday. ahaha )))

Trust but verify — even if you’re very happy with your current CRO agency or in-house developers, it’s good practice sometimes to have a third-party audit, especially since we’re not asking for any access to data or dashboard login.

Mobile optimization and mobile screens #

The most important screen size is the boss’s phone screen size. ))) The website should look fine on the boss’s phone first. haaha, just kidding, but that’s how it sometimes happens — the website should look fine at least there.

Okay, back to our serious business — we are a serious resource, right? Everything should be in academic style and vibe.

Back when mobile phones had standard sizes, web agencies were dealing with those sizes only. Old guys will even remember that we had a list of those screen sizes, and we were optimizing the websites for those screen sizes only.

Later, as expected, mobile phones became more and more random, with weird aspect ratios and sizes — tall, short, wide.

Now we have a new trend: foldable phones — this is already one big different topic. The foldable phones are a reincarnation of tablet sizes. We thought we got rid of them or at least didn’t care that much, but here they are — they’re back.

So, when all those kinds of screens were introduced, we threw out our list of most common mobile screen sizes and just made the websites fully responsive, even for smartwatches.

If you’re running an ecommerce website, make sure customers can buy a smartwatch on the screen of a microwave ))) in other words, be ready for customers to visit your website on very weird size screens.

Mobile optimization and SEO ranking #

Oh guys, this is the thing that not everyone is seeing and not everyone is ready for. You might be interested in how this is that important for SEO. Well well, guys — mobile optimization is now one of the MAIN factors for Google when ranking websites. It’s understandable — when content creation became almost zero cost, Google needs something to filter bad boys from good boys. )))

Even before it was important, but now it has become crucial. Again, we recommend checking your site speed and optimizing it ASAP. We’re not trying to sell you something by triggering fear; it is happening now — we’re in the same boat. You think agencies don’t have competitors? Of course we do, but here’s the thing: check out mobile optimization and site speed — we are the fastest web agency website in the world. Find a faster web agency website and we will give you 1 year of maintenance for free.

We’ve been doing web since the DIV HTML element wasn’t there. We’re not joking here, guys — we know the web very well. For us, web development doesn’t start with NextJS. Okay, we should stay humble. But sometimes we can show off, can’t we?

Anyway, guys, if you want to improve your CRO long term, for coming months, years and even decades, you need to care about organic traffic and ranking. Organic traffic is like a gold mine — if your ecommerce is ranking well in organic traffic, you can consider your business 50% established.

Ecommerce and mobile optimization #

Well, it would be weird if cro.media talked about something without mentioning eCommerce — it is our bread and water. So how are ecommerce and mobile optimization related?

Let’s just list all the new things we can do now through mobile phones:

• AR — see the product in our room through mobile, not widely used but it has great potential. Is your website ready for this?
• Try on directly on mobile — now when we browse ecommerce websites, especially for face-related products, we can use try-it-out features and technologies. Using phone selfie cameras, you can preview how sunglasses sit on you, how makeup products will work, and how hats will sit on you.

All these technologies and features will improve your CRO and take your ecommerce website to the next level.

Tons of jewelry websites exist, but only a few are using live try-on technologies. And they’re going to be vocal about that, and they’re not going to share about it — they do it, and they keep silent about it.

If you want to check what opportunities you’re missing, what features and improvements you could apply to your store, use our Conversion Rate Optimization service to see all the missing opportunities.

Please, don’t use crappy Shopify apps for live try-on — those ones are so useless that they make things worse.

Graphic elements on mobile, how to optimize #

Some old guys still like text-rich websites; honestly, some guys in our office don’t like visually rich websites.

We understand it — poor guys are getting old and grumpy… ))) okay, just kidding, I can say it, I am one of those old grumpy guys.

But let’s admit, for ecommerce the visuals and graphics are essential. You need to show your product from the best perspective. The internet is now moving — even Instagram, which was a static image resource, is now moving. Who checks Instagram now just for static images? It’s all about short videos, moving things.

Some guys made a whole business on moving videos integrating them into ecommerce — in fact, they injected TikTok or Instagram reels into stores.

But it’s unavoidable — you’re checking the product and you want to see it as much as possible.

Check Apple’s website when they release a new product — the best interactive visuals ever, they’re very good at it.

So what stops you from doing the same thing? Well, let me answer for you — good designers, good developers… okay, extra good developers. Implementing animation which won’t impact site speed is not a joke.

You can’t just take a GIF or video and put it on the website.

You can’t just take JSON/SVG animation and put it on the website — you’ll just make it an extra slow, crappy website.

Guys, we don’t want to make it sound complicated, but optimized graphics are not just about installing some junky image optimizer and messing up all the images with cheap re-rendering.

Graphic optimization is a very complex process of understanding methods and choosing the right method for certain graphics.

Is it going to be an animated SVG, or better to use old-school GIF, or maybe looped video? Maybe we can do it with Lottie JSON combined with SVG, or just WebP? Which one is better? Let the professionals who have been doing this for decades decide and give you advice. There are no compromises here — this is not about CSS or semantic HTML. One incorrectly used visual can make the entire webpage useless.

We totally recommend using our Site Speed Audit service to find all the issues and get exact steps on how to fix them.

Our advice is simpler: if you’re not sure whether you should use graphics for a certain block on your website, then don’t use it. Stick with text until you have someone next to you who can guide you.

Yes, Shopify optimizes images, but it’s not a magic trick. There are many factors — Shopify optimizes the images, but what size image is loaded in your website front-end? What size image do you request from the server? All those are in the theme code. Shopify just optimizes the initial uploaded file; the rest is controlled in the code.

So what, what to do now with my website mobile optimization? #

Sorry if we have frustrated you, but you needed to face reality — mobile optimization is extremely important. It is very important for both end customers and search engines. In 2024, having a non-mobile-optimized website is criminal.

Just optimize your website for mobile and it will automatically improve CRO.

As simple as it is, you don’t even need A/B testing for this — any mobile optimization is just a direct push, 100% winner.

Source: https://cro.media

Understanding AB Testing and CRO #

A/B testing, also known as split testing, is a methodology for comparing two versions of a webpage or application to determine which performs more effectively. This process involves testing various elements, such as headlines, images, or buttons, with similar audience segments to identify which variant drives higher conversions, engagement, or other desired outcomes.

In A/B testing terminology, the original page design is called the control, while new designs are referred to as “variations” or “challengers.” The evaluation process itself is known as a “test” or “experiment.” This scientific approach to optimization allows businesses to make data-driven decisions rather than relying on assumptions or gut feelings.

The Relationship Between A/B Testing and CRO #

While often used together, A/B testing and Conversion Rate Optimization (CRO) serve distinct but complementary purposes. CRO is the overall process of improving website performance and user experience, while A/B testing is a specific technique used within that process.

Think of CRO as the strategic framework and A/B testing as one of its most powerful tactical tools — like fuel that powers the CRO engine. However, just like an engine needs the right amount of fuel to run properly, CRO needs carefully balanced A/B testing. A strong CRO strategy involves:

1. Identifying problems and opportunities through data analysis and research
2. Forming hypotheses about potential improvements
3. Testing those hypotheses through A/B testing
4. Analyzing results to determine what works
5. Implementing successful changes
6. Ensuring changes maintain website cohesion
7. Continuous monitoring and iteration of the process

How They Work Together #

A/B testing functions as the validation mechanism within CRO. A practical example:

Through CRO audit research, you might discover users abandoning carts at a high rate. The CRO process involves analyzing the checkout flow and identifying potential issues. A/B testing then allows you to test different solutions by comparing versions of the checkout process to determine which performs better. However, it’s crucial to consider how changes to the checkout process might affect other parts of the user journey.

The iterative nature of this process means that successful organizations are constantly testing, learning, and implementing improvements based on real user behavior and preferences.

Core Benefits of Combined CRO and A/B Testing #

1. Reduced bounce rates and abandonment: By systematically identifying and testing improvements to user experience
2. Increased conversion rates: Through data-driven optimization of layouts, copy, and CTAs
3. Higher conversion values: By optimizing key conversion points and processes
4. Better decision-making: Through concrete data rather than assumptions
5. Maintained website coherence: By considering the holistic impact of changes
6. Improved user satisfaction: Through continuous refinement of the user experience
7. Enhanced ROI: By focusing resources on proven effective changes

Elements to Test #

Common elements for optimization include:

• Headers and titles
• Forms and input fields
• Call-to-action buttons
• Images and media
• Navigation structure
• Page layouts
• Pricing presentation
• Product descriptions
• User flow sequences
• Checkout processes
• Site search functionality

Best Practices for Success #

1. Test one element at a time: Focus on individual changes to clearly measure impact
2. Ensure statistical significance: Run tests long enough to gather meaningful data
3. Keep test conditions consistent: Control external variables that could affect results
4. Target appropriate audiences: Show variations to relevant user segments
5. Document everything: Track all variables and conditions of tests
6. Maintain oversight: Have a dedicated person or team monitoring the overall impact of changes
7. Consider seasonal variations: Account for timing and external factors in test results
8. Plan for mobile optimization: Ensure tests account for different device types

Common Pitfalls to Avoid #

1. Testing too many elements simultaneously: Makes it impossible to determine which changes drove results
2. Ending tests too early: Can lead to unreliable conclusions
3. Not segmenting properly: May miss insights about specific user groups
4. Ignoring mobile optimization: Could miss critical opportunities for improvemen
5. Creating a “Frankenstein” website: Implementing winning tests without considering overall user experience coherence
6. Neglecting test documentation: Making it difficult to track and build upon previous learnings

The Strategic Connection #

CRO and A/B testing work best as integrated partners, but require careful oversight. While A/B testing provides the fuel for CRO improvements, too many uncoordinated changes can create a disjointed user experience. It’s essential to have someone overseeing the entire process to ensure that individual optimizations contribute to a cohesive, effective website rather than a patchwork of disconnected “winning” tests.

Remember: A/B testing is the scientific method within the broader CRO strategy. While CRO identifies what might need improvement, A/B testing proves whether proposed solutions actually work. However, this process must be carefully managed to maintain website cohesion and prevent the creation of a “Frankenstein” site where individual improvements conflict with the overall user experience. This balanced approach is what makes the process truly effective for improving website performance and achieving business goals.

A/B Testing on Product Pages to Increase Conversion Rate #

The product page is one of the most critical elements of an e-commerce website, as it serves as the final decision point for potential customers. Optimizing these pages is essential for maximizing conversion rates and driving sales success.

Key Elements to Test on Product Pages #

CTA Button Optimization: While it may seem simple, testing CTA button variations can yield significant results. Color changes alone have been known to impact conversion rates substantially — for instance, changing from blue to red has shown increases of up to 21% in some cases.

Page Layout Structure: The conventional layout places product images on the left and product information on the right. While this standard arrangement is widely accepted, there’s room for optimization within this framework. The typical information hierarchy includes:

• Product title
• Price
• Product description
• Customer reviews
• CTA button

Mobile-Specific Considerations: Mobile optimization requires special attention due to the vertical stacking of elements. Key areas to test include:

• Product title placement (above or below gallery)
• Image gallery navigation
• Information hierarchy
• Touch-friendly elements
• Loading speed optimization

Content Presentation: Test various aspects of content display:

Image size and quality

• Product description length
• Bullet points vs. paragraphs
• Social proof placement
• Price presentation
• Additional Features: Consider testing the inclusion and placement of:
• Size guides
• Shipping information
• Stock availability indicators
• Related products
• Cross-sell suggestions

Remember to maintain consistency with your brand while testing these elements, and always consider the impact of changes on both desktop and mobile experiences. Document all tests thoroughly and analyze results across different user segments to ensure optimal outcomes for all visitors.

Glossary Terms in This Article:

• Abandonment: Abandonment is when users leave a website without completing a goal.
• Bounce Rate: Bounce Rate is the percentage of single-page sessions.
• Cart: Cart is a temporary holding area for items in Shopify.
• Checkout: Checkout is the process of completing a purchase in Shopify.
• CRO: CRO is the process of increasing the percentage of users who convert.

Source: https://cro.media/cro/

Conversion Rate Optimization (CRO) Guide and Implementation for 2024 #

Are you investing heavily in driving website traffic but seeing disappointing conversion numbers? It’s a common frustration many businesses face.

Think of it like hosting an elaborate party where guests arrive but quickly leave because something’s not quite right about the experience.

This is exactly where Conversion Rate Optimization (CRO) comes in — acting as your digital experience architect to keep visitors engaged and converting.

In this comprehensive guide, we’ll explore the CRO process, implementation strategies, and practical starting points for your optimization journey.

A conversion rate measures how effective your website is at turning visitors into customers by calculating the percentage who complete desired actions. From purchases to newsletter signups to content downloads, these actions represent successful conversions.

Think of conversion rates as your website’s success score — they reveal how well your pages convince visitors to take specific actions. A higher conversion rate indicates more effective design and messaging that resonates with your target audience.

At its core, the conversion rate formula is simple: divide your total conversions by total visitors and multiply by 100 to get a percentage. For example, if 50 people sign up for your email list out of 1,000 visitors, your email signup conversion rate is 5%.

Your website likely has multiple conversion goals — different actions you want visitors to take. Each of these has its own conversion rate to track and optimize.

These conversion rates generally fall into two categories:

• Micro conversions: Smaller engagement actions like newsletter signups
• Macro conversions: Major business goals like completed purchases

By monitoring both types, you gain a complete picture of how well your site converts at every stage of the customer journey.

Micro Conversion RatesMacro Conversion RatesRefers to smaller interactions on the site that contribute towards a larger, main conversion goal.Represents the primary goal or key action you want users to complete on the site.These are actions that show user interest, forming part of the journey to the ultimate objective.This is the final target that has a direct impact on core business metrics.Examples of micro conversion rates include:Examples of macro conversion rates include:- Adding an item to the shopping cart- Completing a purchase- Signing up for a newsletter- Booking a service- Watching a product demo video- Subscribing to a membership or service

The CRO Process #

The overall CRO process isn’t just one plug-and-play technique. A typical CRO process includes testing, technical optimization and a customer-centric approach:

Testing and Technical Optimization #

Testing is the cornerstone of CRO. Google famously tested 41 shades of blue to determine which received the most clicks. This approach to testing different elements can massively increase conversion rates by revealing what resonates best with users.

Understanding direct user feedback can help you uncover issues not visible through analytics alone. Tools like FigPii or SurveyMonkey can facilitate this feedback to optimize user experience.

Amazon found that every 100 ms of latency cost them 1% in sales. Speed enhancements improve user satisfaction and contribute directly to higher conversion rates.

With over 50% of all web traffic coming from mobile devices, mobile-friendly websites are essential. Google’s shift to mobile-first indexing shows just how vital optimizing your site is for conversion optimization.

Customer-Centric Approach and Metrics #

Unlike traditional CRO methods that focus broadly on optimizing web pages, customer-centric CRO puts user experience at the forefront. This approach ensures every optimization decision directly benefits your visitors.

Key elements include:

1. Personalization: Create tailored experiences based on user behavior and preferences. Amazon demonstrates this perfectly by recommending products based on browsing history.
2. User Feedback: Actively collect and analyze customer feedback to identify pain points and opportunities.
3. Segmentation: Group your audience based on behaviors, demographics, or purchase history to deliver more relevant experiences. Netflix excels at this by customizing content recommendations by region and viewing habits.

The standard conversion rate formula is:

Leads Generated ÷ Website Traffic x 100 = Conversion Rate %

For example: An e-commerce store selling Lord of the Rings merchandise had 75,000 visitors and sold 3,000 shirts in September. Their conversion rate would be: 3000/75,000 X 100 = 4%

Research and Implementation #

While some might think CRO is just about changing colors and adding buttons, true optimization requires careful, research-driven testing. Success comes from collecting solid data that guides how you engage with your audience.

Research and Analysis #

The CRO process begins with thorough research and analysis of your website:

1. Heuristic Evaluation: Expert reviewers assess your site’s usability using established design principles.
2. Qualitative Research: Gather insights through:

• User interviews
• Customer surveys
• Usability testing

1. Website Analytics: Analyze:

• Traffic sources
• User journeys
• Conversion rates Use tools like Google Analytics or FigPii for deeper insights.

1. Competitive Analysis: Study competitors to:

• Find inspiration
• Identify market gaps
• Develop unique advantages

Based on your initial research, create a conversion roadmap to:

• Identify and prioritize problem areas
• Create an action plan for specific pages
• Decide between minor tweaks or major overhauls
• Set clear timelines and goals

Testing and Implementation #

Your testing approach should include:

• Developing clear, data-backed theories
• Outlining expected improvements
• Creating measurable predictions
• Documenting your reasoning

For testing:

1. Create new design variations based on your hypothesis
2. Run A/B or multivariate tests
3. Compare original pages against new versions
4. Track and measure results

After testing:

• Review test results thoroughly
• Validate or reject your hypothesis
• Refine designs based on findings
• Continue testing new variations until you achieve significant improvements

Key Areas for CRO Implementation #

Your website has different areas and landing pages that work together to guide visitors toward conversion. Here are the key areas to focus your CRO efforts:

Website Pages and Navigation #

The homepage is your website’s front door and first impression. A well-optimized homepage guides visitors to take desired actions through:

• Value proposition
• Navigation menu
• Mobile responsiveness
• Call-to-action buttons
• Featured products
• Special offers and discounts
• Trust signals

Category pages connect your homepage to product pages and need clear organization through:

• Category names
• High-quality images
• Product titles and descriptions
• Price range filters
• Sorting options
• Cross-sell suggestions
• Breadcrumb navigation

Product pages are where purchase decisions happen. Key optimization areas include:

• Product messaging
• Page layouts
• Special offers
• Product presentation (videos vs images)

Purchase Flow #

Cart and checkout experiences can make or break a sale. Focus on:

Cart page optimization:

• Item findability
• Upfront total cost calculation
• Account creation requirements
• Clear return policies

Checkout process improvements:

• Guest checkout options
• Multiple payment methods
• Transparent pricing
• Clear shipping details
• Streamlined layout
• Optional account creation
• Button-style CTAs
• Popular payment options
• Saved payment information

Key Questions and Benefits #

CRO improves website performance, engagement and conversions, leading to higher revenue and ROI. Any business with an online presence needs it, especially:

• E-commerce sites
• Service providers
• Lead generation sites

Common CRO improvements include:

• Simplifying checkout
• Improving page speed
• Optimizing CTAs
• Adding trust signals
• Personalizing experiences
• Mobile optimization

CRO and SEO Integration #

While conversion rates don’t directly affect SEO rankings, they influence important metrics like:

• Bounce rates
• Time on site
• User experience signals

The complete CRO framework involves:

1. Data collection/analysis
2. User behavior study
3. Problem identification
4. Hypothesis creation
5. Testing and experiments
6. Results analysis

Glossary Terms in This Article:

• Bounce Rate: Bounce Rate is the percentage of visitors who leave without interacting.
• Cart: Cart is a temporary holding area for items in Shopify.
• Checkout: Checkout is the process of completing a purchase in Shopify.
• Collection: Collection is a grouping of Shopify products.
• Conversion Rate: Conversion Rate is the percentage of visitors who take action.
• CTA: CTA is a Call To Action in Ecommerce.
• SEO: SEO refers to Search Engine Optimization.

Source: https://cro.media/cro/

Source: https://cro.media/shopify-development/qa-checklist/

This guide is designed to help you thoroughly test every aspect of your Shopify store, from the homepage to the checkout process. By following this comprehensive checklist, you’ll ensure that your store offers a smooth and reliable shopping experience for all your customers.

Homepage Testing Start by ensuring your store makes a great first impression:

• Navigation and Menus: Check all navigation links and dropdown menus for functionality and ease of use.
• Featured Collections and Promotions: Verify that featured collections and promotional banners are displaying correctly and that all links direct to the appropriate pages.
• Search Functionality: Test the search bar to ensure it returns accurate results quickly.
• Mobile Responsiveness: Make sure your homepage adjusts seamlessly to different device sizes and orientations.
• Dynamic Content: Double-check dynamic sections like news tickers or live feeds to ensure they update correctly and display the latest information.

Collection Page Testing Your collection pages are where customers find the products they love:

• Product Filtering and Sorting: Test all filtering and sorting options to ensure they work without errors and make finding products easier.
• Pagination: Navigate through multiple pages to ensure pagination works and retains the filtering or sorting settings.
• Quick View Features: Test the quick view modals for products to ensure they load properly and provide accurate product details.

Product Page & Variant Testing Product pages are crucial for customer decisions:

• Variant Selection: Test all variant options like size, color, and material. Ensure the correct variant is added to the cart.
• Image Gallery: Confirm that all product images update when different variants are selected and that images are high quality and load quickly.
• Inventory Tracking: Check real-time inventory updates to prevent customers from ordering out-of-stock items.
• Add to Cart: Ensure the add-to-cart button requires all selections (like size or color) before allowing the user to proceed.

Cart & Checkout Testing The final steps of the customer journey must be seamless:

• Cart Functionality: Test adding and removing products, updating quantities, and applying promo codes.
• Upsell Recommendations: Verify that upsell or related product suggestions are appropriate and links work correctly.
• Checkout Process: Walk through the entire checkout process to ensure that shipping options, payment methods, and address validation work as expected.

Conclusion This Shopify QA checklist covers all essential testing points to ensure your store functions flawlessly. Regular testing and updates based on these guidelines will help maintain a robust, customer-friendly shopping environment.

Need Professional Help? If you’re unsure how to conduct effective QA testing or require professional assistance, don’t hesitate to reach out to our team of Shopify Expert Developers for top-notch QA testing services.