Running an online store is tough. You’ve got people visiting your website, but they’re not buying. People browse your products and add items to their cart, only to leave without completing their purchase. Sound familiar? Low conversion rates and sky-high cart abandonment are every store owner’s nightmare.
But here’s the thing: small changes can make a huge difference. After working with hundreds of Shopify merchants, we’ve discovered some of the best insider strategies that increase Shopify conversion rate.
In this article, we’ll explore how to calculate your conversion rate, what the average conversion rate is, and most importantly, the proven tips that will turn more of your visitors into paying customers. By the end, you’ll have a clear roadmap to boost your sales without spending more on ads.
What is Shopify’s conversion rate, and how to calculate it
Definition of Shopify conversion rate
The conversion rate is the percentage of people who take a desirable action after visiting your website, compared to the total visitors. It is one of the important metrics on Shopify to track how well your online store is doing to complete your main goal.
In most cases, the common desirable action will be online sales. But it can be other things, such as subscriptions, signups, clicks, and many more, depending on what you want to achieve. For now, we will focus solely on increasing purchases. Let’s look at how to calculate the conversion rate.
Calculation
To calculate your conversion rate, divide the total number of conversions by the total number of visitors. Then multiply that by 100, and you’ve got the final number of your conversion rate.
Let’s say your Shopify store had 10,000 visitors last month, and 900 of them made a purchase. To find your conversion rate, you’d divide 900 by 10,000 and multiply by 100, giving you 9%. This means that out of every 100 people who visit your store, 9 become paying customers.
Once you have found the metric, it is time to optimize and understand your visitors’ behaviors. Consider setting up an attribute system to track where people on your website are coming from. This way, you can focus your budget on the channels that bring in the most sales, not just the most traffic. At the same time, tailor your user experience (UX) to match this group’s demographics.
While conversion rates vary significantly across different industries, having benchmarks gives you a realistic target to aim for. In the next section, we look at some notable conversion rate statistics.
The average Shopify conversion rate and what you should aim for
According to Shopify, the average conversion rate for Shopify storefronts is 1.4%. However, some industry leaders say that the average e-commerce conversion rates are around 2.5% to 3%. Therefore, if you’re hitting 1.4% to 2.5%, you’re doing well, but there’s still room to grow. Anything above 3% puts you in the top tier of e-commerce stores, which is where you want to be.
These are just the recommended conversion rates for the Shopify platform. In reality, many factors can have an impact on your conversion rate, such as your industry or the region you are selling in. The key is understanding what’s normal for your specific situation rather than comparing yourself to completely different types of businesses.
For instance, the conversion rate for fashion e-commerce is 1.9%. If you have more than 4.3%, you will be among the best 20% converting fashion stores. On the other hand, the conversion rate for travel websites is usually just around 0.2%. The top 20% of travel sites converted at only 2%.
The takeaway? Don’t get discouraged if your number seems low. Focus on increasing your Shopify conversion rate to surpass your own industry’s benchmarks and continually improve from your current position.
Here are some other industry benchmarks for your reference:
| Industry | Average conversion rate |
| Beauty and Skincare | 3% |
| Toys and Learning | 2.7% |
| General Footwear | 2.4% |
| Home appliances | 1.1% |
| Electronics and accessories | 1.1% |
Best tips to increase Shopify conversion rate for your online store
Based on our own knowledge of the ecommerce landscape, here are 3 simple tips you can use to increase Shopify conversion rate.
Email marketing: Keep customers coming back
One of the smartest ways to boost your Shopify conversion rate is to target customers you already have.
Start by focusing on growing your email list. Once you have their contact information, you can send targeted emails that bring people back to buy again. Think about abandoned cart recovery, product recommendations based on past purchases, or exclusive offers for subscribers only. The tip is to make your emails feel personal and valuable, not pushy.
Email marketing costs almost nothing but generates huge returns. Why? Because you’re reaching people who already know and trust your brand. According to Koin, acquiring new customers costs 5 to 10 times more than selling to current customers, who spend 67% more compared to those new to your business.
Affiliate programs: Let others sell for you
Another powerful way you can increase Shopify conversion rate is by letting other people sell for you through affiliate programs.
Affiliate marketing works because it takes advantage of word-of-mouth promotion. This psychological aspect stems from the fact that people tend to trust recommendations from friends, family, or peers who have firsthand experience with a product or service.
Since trust is so important in affiliate marketing, you want to attract affiliates who genuinely believe in your products. To encourage customers to share your products and services, aside from the quality, you need a great Shopify affiliate commission structure. Start by offering competitive commission rates that make it worth their time and effort. Make sure your payment terms are clear and reasonable, so your affiliates can confidently recommend and get paid.
Also, keep things simple by providing them with easy-to-use tools like custom referral links and product information. The easier you make it for them to promote your products, the more likely they are to actively share them.
Upsell and cross-sell: Sell more to each customer
One effective way to increase Shopify conversion rate is to make the customers’ shopping experience more convenient through bundles and deals.
Use cart upsells and cross-sells while customers are still shopping. When customers see products grouped at a discounted price, it saves them time and mental energy. Instead of having to research and decide on each item separately, they can grab everything they need in one convenient bundle. For example, if someone purchases a phone case, suggest a screen protector or wireless charger.
Moreover, people love feeling like they’re getting a bargain. When customers see the extra value clearly, they’re much more likely to choose the bundle over individual items, boosting both your conversion rate and average order value.
Common misconceptions about how to increase Shopify conversion rate
When you identify different components for your conversion rate calculation, pay attention to some of these misconceptions that many merchants often make.
“Sessions” are different from “Users”
How you calculate your Shopify conversion rate directly shapes the decisions you make to improve it. To avoid mistakes, you need to understand the metrics behind the calculation. Two of the most common are sessions and users, and they’re not the same. Sessions measure how many times visitors engage with your store, while users measure how many individual people visit.
For example, if someone visits on Monday and comes back the next day, that’s one user but two sessions.
It’s also important to note that definitions can vary across analytics tools. In Google Analytics 4, for instance, a session is defined as a group of interactions (page views, events, purchases, etc.) within a set time frame, ending after 30 minutes of inactivity or at midnight. Many eCommerce and retail brands calculate conversion rates by sessions, while high-ticket industries like software or B2B services may prefer using users, since one person often needs multiple sessions before purchasing.
In short: users = people, sessions = visits. Understanding the difference ensures you calculate conversion rates correctly.
Discounts mean higher conversions
Many store owners think that slashing prices is the magic solution, but this often backfires. Low prices can make customers suspicious about quality, and constant discounts train customers to wait for sales instead of buying at full price.
When you plan for deals and perks, consider your objectives, profit margins, and brand perception. Instead of blanket discounts, try value-added offers like free shipping, complementary products, or extended warranties.
Flashy pop-ups and countdown timers work for everyone
While urgency tactics can work, overdoing them makes your site feel spammy and desperate.
Not every audience and industry responds to aggressive sales tactics. For example, luxury brands typically see better results with subtle, elegant approaches that emphasize exclusivity and craftsmanship rather than urgency. Similarly, B2B software companies targeting decision-makers who need to research solutions thoroughly will see little benefit from pressure tactics. These buyers want detailed information and time to evaluate options.
Conclusion
These are our insider tips on how to increase Shopify conversion rate. At first glance, it may seem like there is a lot of work to be done. But remember, small improvements add up to significant results over time.
Conversion rate optimization is a marathon, not a sprint. Start by focusing on one strategy that fits your business best, test it thoroughly, and then move on to the next if it does not show any results. Avoid common pitfalls like aggressive discounting or one-size-fits-all tactics that don’t match your audience.
With consistent effort and the right approach, you’ll see your visitors transform into loyal, paying customers who keep coming back for more.
