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The purchase conversion rate is a percentage that measures the effectiveness of an ecommerce website in converting website visitors into customers

When it comes to running an online store, one of the most important metrics to track is the purchase conversion rate. This metric measures the percentage of website visitors who actually make a purchase. In other words, it tells you how effective your store is at turning visitors into customers. A high purchase conversion rate is crucial for the success of your ecommerce business, as it directly impacts your sales and revenue. In this article, we will explore how to improve the purchase conversion rate in your Shopify store, with practical tips and strategies. We will also discuss why this metric is important for Shopify stores and how it applies to ecommerce.

Why is the Purchase Conversion Rate Important for Shopify Stores?

The purchase conversion rate is a key performance indicator (KPI) that provides valuable insights into the effectiveness of your online store. Here are a few reasons why it is important for Shopify stores:

Measure of Sales Effectiveness: The purchase conversion rate helps you understand how well your store is performing in terms of converting visitors into customers. By tracking this metric, you can identify any bottlenecks or areas for improvement in your sales funnel.

Profitability: A higher purchase conversion rate means more customers and more sales. This directly contributes to the profitability of your Shopify store. By optimizing your conversion rate, you can maximize your revenue and increase your bottom line.

Cost Efficiency: Increasing your conversion rate allows you to make the most out of your marketing budget. Instead of spending more money on acquiring new visitors, you can focus on converting the existing ones into paying customers. This can lead to a significant decrease in your customer acquisition costs.

Competitive Advantage: A high purchase conversion rate sets you apart from your competitors. It indicates that your store provides a seamless user experience and delivers value to your customers. This can help build trust and loyalty, and ultimately drive more repeat purchases and referrals.

Now that we understand the importance of the purchase conversion rate for Shopify stores, let’s explore some strategies to improve it:

Optimize Your Website Design and User Experience:

  • Ensure your website is visually appealing and easy to navigate.
  • Use clear and compelling product images and descriptions.
  • Simplify the checkout process and reduce friction points.
  • Include trust indicators, such as security badges and customer reviews.

Implement Effective Call-to-Actions (CTAs):

  • Use persuasive and action-oriented language in your CTAs.
  • Place CTAs strategically on your product pages and throughout the checkout process.
  • Experiment with different colors, sizes, and placement of your CTAs to find what works best for your audience.

Offer Incentives and Discounts:

  • Provide exclusive discounts or limited-time offers to encourage customers to make a purchase.
  • Offer free shipping or a free gift with purchase to sweeten the deal.
  • Use urgency and scarcity techniques by highlighting limited stock or time-sensitive offers.

Streamline Your Checkout Process:

  • Remove unnecessary steps and fields from your checkout process.
  • Offer guest checkout as an option to eliminate the need for account creation.
  • Display a progress indicator to show customers how far along they are in the checkout process.

Improve Your Product Pages:

  • Optimize your product titles and descriptions for search engines and customers.
  • Showcase product reviews and ratings to build trust and social proof.
  • Include high-quality product images from different angles and perspectives.

Leverage Email Marketing:

  • Capture email addresses through pop-ups or opt-in forms on your website.
  • Use email automation to send personalized product recommendations and abandoned cart reminders.
  • Offer exclusive discounts or promotions to your email subscribers.

Those are just a few strategies to improve the purchase conversion rate in your Shopify store. Experiment with different tactics and measure the impact of each change to find the best approach for your business. Remember, continuous optimization is key to long-term success.

How can I track and measure my purchase conversion rate on Shopify?

Tracking and measuring your purchase conversion rate on Shopify is essential to understand the effectiveness of your store. Shopify provides built-in analytics tools to help you monitor your conversion rate and other key metrics. Here’s how you can do it:

  1. Log in to your Shopify admin dashboard.
  2. Go to the “Analytics” section.
  3. Click on “Dashboards” to access the pre-built reporting templates.
  4. Select the “Sales” dashboard to see an overview of your store’s conversion rate.
  5. Customize the dashboard to include specific metrics and timeframes that are relevant to your business.
  6. Explore the “Sales by Traffic Source” report to identify which channels are driving the highest conversions.
  7. Use A/B testing to compare the impact of different changes on your conversion rate.
  8. Set up goals in Google Analytics to track your conversion rate more granularly.

By regularly monitoring your purchase conversion rate and analyzing the data, you can identify trends, detect issues, and make data-driven decisions to improve your store’s performance.


In conclusion, the purchase conversion rate is a crucial metric for Shopify stores, as it directly affects sales and profitability. By optimizing your conversion rate, you can increase your revenue, reduce customer acquisition costs, and gain a competitive advantage. Implementing strategies such as optimizing website design, improving user experience, using effective CTAs, offering incentives, streamlining the checkout process, and leveraging email marketing can help improve your purchase conversion rate. Remember to track and measure your conversion rate using Shopify’s built-in analytics tools to monitor your progress and make informed decisions. Continuous experimentation and optimization are key to achieving sustainable growth in your ecommerce business.

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