How continuous UX and CRO can maximise your Shopify store’s potential

Alex Murton
Wednesday, January 24, 2024

Just as a concert piano needs regular tuning, optimising your Shopify store is not a one-time job. Most eCommerce sites have an average abandonment rate of around 70% but a polished user experience and tactful conversion strategies can reduce that significantly. Think of UX (user experience) and CRO (conversion rate optimisation) and your tuning pegs. With purposeful tweaks, you can cultivate an experience that encourages clicks, conversions and brand loyalty.

Understanding CRO and UX and their impact on your Shopify store

CRO harnesses data to understand customer behaviour and leverages insights to drive conversions. UX focuses on making customers’ interactions with your store as seamless and enjoyable as possible. 

Your UX feeds into CRO by influencing how customers perceive and navigate your store. The smoother their journey, the higher the chances of conversion. In turn, CRO utilises data and metrics to inform UX designers on where improvements can be made. 

Taking a user-first approach to your Shopify store by incorporating UX in CRO practices can result in fewer abandoned carts, improved customer retention and great conversion rates. Better for your customers, better for your ROI (return on investment). 

CRO strategies for Shopify

Developing an effective CRO strategy for your Shopify site requires a thorough understanding of your store's goals and customers. Tracking the results from your email marketing can help determine what drives traffic, but when it comes to collecting data and generating insights about your Shopify store, A/B testing is your best friend.

Whether it’s your landing page, product pages or checkout, change out one element at a time to see what resonates with your customers. Here are just some of the many things you can test: 

  • Page layout  
  • Imagery 
  • Copy 
  • Font
  • Colour schemes 
  • CTAs (wording and placement)
  • Animations 
  • Navigation 

By continuously testing the elements on your site, you’ll gain a deeper understanding of what drives results and have tangible data to inform the UX design and optimise your Shopify store.  

Another great way to collect insights is through customer feedback. Encourage your customers to share their experiences. Their feedback can be a rich source of ideas for UX improvements, and when customers feel heard, it positively impacts their relationship with your brand. Testimonials on your site can also boost your credibility, compelling other visitors to make a purchase. 

UX design principles for Shopify

Great UX has the power to convert Shopify store visitors into purchasing customers. Nearly 8 out of 10 consumers state ‘ease of use’ as an essential feature for enjoyable online shopping. By integrating UX best practices, you could increase customer loyalty and guarantee your Shopify store's long-term success.

Each Shopify store is unique, with a different style and different visitors who have varied preferences. But there are some universal design practices that apply to all stores. Among these are: 

  • Personalisation
  • Responsive design that’s optimised for mobile
  • Intuitive navigation 
  • High loading speeds 
  • Quality product photos and videos 

Two principles are fundamental to effective UX: 

  • Aesthetic appeal
    A visually appealing store that also offers ease of use is known to retain visitors more efficiently. Minimalist, clean design that provides essential information without overwhelming the customer is a great place to start.
  • Recognising important customer touchpoints
    A Shopify store that communicates its UVP (unique value proposition) clearly, has products that are relevant  to customers' and provides multiple payment options can significantly elevate a person’s shopping experience. 

Real life Shopify stores demonstrate how to do CRO and UX right 

There are plenty of examples of brands who have combined CRO and UX to create a best-in-class shopping experience. These are just a few of them. 

Allbirds demonstrate a perfect blend of design and ease. Their data revealed the importance of product imagery for customer engagement, so a huge focus has been placed on the site’s visuals. Their navigation is well-categorised and consistently visible, making it a hassle-free experience for the visitor. 

Kylie Cosmetics manages to maintain simplicity while showcasing hundreds of products. A rapid page loading speed and clear product information cater to a seamless shopping experience.

Pressed Juicery flaunts an aesthetically pleasing, yet functional design. A simple page layout combined with a clear and informative product presentation seamlessly guides the visitor through their purchasing journey.

​​SkinnyMe Tea, improved its product page design by adopting an easy-to-read layout and placing effective call-to-action buttons to enhance the smooth journey. 

How to conduct a CRO and UX audit for your Shopify store

First, analyse your website's existing data. Look for trends, anomalies, and crucial information pointing towards user behaviour and preferences on the site. 

Next, identify and isolate issues adversely impacting your conversion rates and, in turn, the user experience. These could include page load speed, illegible fonts, complicated checkout processes, or irrelevant content clogging up user flow. 

Finally, prioritise these issues based on urgency, relevance, and potential impact on the site's performance. Employing a well-structured, systematic audit allows you to address issues with efficiency, optimising your Shopify store.

Tools and resources for effective CRO and UX audits

There’s a wide range of tools that you can use to enhance the accuracy and efficiency of your Shopify CRO and UX audits: 

  • Google Analytics
    This is a powerful tool offering comprehensive data on user behaviour. It can inform changes needed to better cater to your audience.
  • Page speed optimisers
    There are a number of services for Shopify that can tackle slower page load times.  
  • Hot Jar and Crazy Egg
    These are a couple of heat map options that provide insights into the most interacted areas of a page.
  • Customer feedback tools
    These give the most direct feedback about user experience. Capturing the voice of the customer leads to changes that closely align with their wants and preferences, creating an efficient, user-centric Shopify store. 

Remember, it’s not about grand changes, but continuous, subtle enhancements.

The insights you gain will help you to better understand your customers and their journey on your site. Any changes you make to improve their experience is not just better for the customer, it’s better for your business.

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How continuous UX and CRO can maximise your Shopify store’s potential

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