How To Increase Your Shopify Conversion Rate

biggest bottleneck in marketing is really communication. That's where everything comes in. That's really what underpins CRO, you know, which is kind of what I teach in this course, you know, conversion optimization. So when we're trying to increase conversion rates, we're trying to look at, okay, what, how are your assets communicating what your product is? And then we're trying to increase the potency of it and increase the speed of it. So the speed, you know, meaning how quickly people consume the information, how easy your message is conveyed. The biggest section that you can always do on any landing page to move the needle is your hero section or the first section that they're landing on. This is going to be the first section that people land on. So what I would say that you could start testing is test the new headline. So this is always the first thing I would test and an image combination. So I noticed in your listicle, you should have an image up here. So I would have an image in there as well. I'll show you an example of a listicle that we're working on for a client. You can see for this listicle, this is their current listicle. This one over here. So what are the areas that we're trying to optimize? We're optimizing the hero section. So we're doing 5 different split tests. We're changing the headline, changing the image in different combinations. So we're, so we're doing this to see, okay, what is it that people are gonna resonate with? Your one is like you're selling straight away to your banner. So I would remove this and instead make it look like a news article, you know, and have the author's title in here. It's really simple. Like, look at this design. It's nothing Nothing amazing, right? But it's just really simple. The text is big and easy to read. I think your text is slightly smaller. I would be wary of using AI. I know you're using AI because this, this image, for example, it looks like a good thing because the arrows are blue. But I know what you're trying to communicate here. You're trying to communicate that the pressure is going away. So if I show you, you can see how, you can see how they're illustrating. Like you look at this, it's very, it's very easy to see.

Oops.

It's very easy to see. The difference, right? Like you can actually show the heat map, the pressure heat map. We know that these type of graphics do really, really well. Then you can show the comparison. This is the current, you know, this is what happens when you're sitting on the plane seat. And then after, when they're sitting on your chair and you show zero pressure, you could introduce the product in the first image. So you could do it in the first image. See the way on these examples we have the product in the image? You could do it there. So you introduce the product in the first hero section image. But then in the first point, we go straight to the benefit. Like, even look at the example that, that's in the Rumi listicle. The before example is the current problem, and then the second example is the after, the solution. So it's very simple. Like, before and after is a really good asset to have.

And you know the hero image you talked about, um, what, what would be like a good UGC example? So if you go into the next, um, one of the links, the first link that I send you in the chat. It'll have a— this one. Oh yeah, so yeah, so if you could scroll down a little bit, uh, scroll down. Yeah, so would that be like a UGC style? Like that?

Exactly. Okay, exactly.

Okay, cool.

That looks actually quite good. That looks quite believable, that one.

That's real. I went to the airport.

This looks— oh yeah, yeah, it looks believable. Yeah, this looks good as well. Yeah, these are great.

Yeah, those are—

and you know why they're good? Because they're your target. They're your— yeah, but they're your target demographic, right? Yeah, yeah, yeah, yeah. So it looks, it looks great, man. Yeah, these look, these look really good. So what I would say, if we want to get really tactical, right, I'm going to do these rough screenshots here. Test out a combination of just each of the images on their own, and then the fourth image, do a combination. So do all three of them, you know, split into one image like the Like this example.

Yeah. Yeah. Wow. Okay. That's genius. Never thought of that.

Well, well, the reason why I think this would be a good test is because we can see what type of person resonates with your traffic when they look at the image. And remember, you have to do the headline as well. So you need to do image and headline as well. So a different headline for each different image. Yeah.

Okay. Yeah, yeah, yeah. And each image is a different person, right?

Yeah. Yeah. Okay.

Yeah, just making sure.

But that would be— that would be a solid test for you. Yeah, that'll be a solid test for you. And then this lady is fine. This Sarah, I would even maybe remove her face. You know, it's not necessarily— it's not necessarily important. You want to keep it clean. I'm going to quickly redo this just how you've done it really, really quickly. 'Cause the list, your hero section, you can see how much time we're spending on this because that's why it's so important to mention that's where 100% of your traffic visit and see. So if you can make a 10% improvement to your hero section, that's gonna, that's gonna be 10% across 100% of your traffic. So yeah, 100% a big upgrade. But if we change this quickly, 40, I would make the, all the text a bit bigger. So 30, let's do 34. We want to try and get this on to about 3 lines. I would try and do again, try and do another headline that gets this down to 3 lines. So I'm not going to try and come up with one, but imagine if we can get it down to, we can get it down to 3 lines, it'd be really easy to read. You've got your summary box over here, which is good. And then you're going to have your image combo. This is gonna look really bad, but just imagine you're gonna do a better job.

Of course. Of course. Yep.

So it will look maybe something like that. Yeah.

It's actually super quick how you did all that.

I'm just showing you rough proof of concept. And then in here you're gonna have in the box, you're gonna have Travel Insider, right? So Travel Insider, make it look like an actual travel website.

Doesn't matter.

That might be legit.

Yeah, yeah, it does.

Yeah, yeah, yeah. So this is the above the fold section, the hero section. So that's that. If you do those things, you will have pretty much definitely improved what you currently have. And then the first point, like I mentioned, if you just make that more of a before and after, before and after image with the, with the, the assets, that will definitely be that improved. And then the next section after that is just optimizing the other points. So if we look at your other points, what are they? So prevents actual body damage. I'd be more specific with this one. So what I would say is instead of this, I would list out the actual, actual medical things that people have. So you could, you could do these things here, low back pain, fatigue from constant shifting. Like this is all resonating with what you're actually trying to sell. This is the section that you need.

You're gonna, you're gonna, you're gonna resonate with everyone like that, like in dot points, or would you have it as text?

So I would probably do a combination. So when you doing the text, you could do a little paragraph of text over here and then underneath it you can just list them. Yeah. So instead of listing all of these, maybe just list the top 6. Like I would, if I was you, after I leave this call, I would go onto Reddit, some of these threads and forums and type in travel. Over 40, get, you know, try and find where these people are going to and look at what they're asking for and look at the terms that come up. Maybe it's this term, maybe travel people who are going on flights, they're looking at this term is coming up, and maybe disc degeneration is coming up. Look at whatever term is coming up. And that's what you can bring onto your pages, you know, so you're, you're selling your product, which is helping people feel more comfortable on the plane. But there's so many different angles that people can come into this at. Maybe they're coming into it because their spine hurts, because they're sitting in a weird posture. It could be posture. That's another thing, because people sit weirdly or they're constantly shifting, they may be sitting slouched, you know what I mean? Or maybe they're putting like another standard cushion underneath for padding, but that's not really helping them. You know, that might, that might just temporarily help them with comfort. So this is your first point. Let's look at the next one. Number— yeah, that's kind of the same thing at the top. Actually portable, that I would leave down to the bottom. Adjustable firmness. Oh, okay, you can inflate it. This is definitely a better one. So this one I would put as number 2, put that number 2, and maybe have a GIF for this, show it actually inflating and so that you can adjust it. So I would say GIF. Weighs nothing, packs tiny. So again, for this, And I'm pretty sure you can get an asset for this as well. Do a bellroy style graphic, like something like this. See the way they're showing the suitcase? Yeah. You literally show someone packing, packing their suitcase. You can do it yourself because you don't need to see any person interacting. And then you show you packing the product as well. The more visual you can make it, the quicker the speed, the more potent it's going to be. Yeah. One cost. Yeah. And then again, show the— this is a good one as well, but I would again show the product and then show the, show the cost investment compared to surgery, compared to more premium, more premium options, more premium seats. So basically, how would, how would this section So you can, you can explain it here in your text. Yeah. And in a comparison chart. So in a comparison chart as well, something like this. Yeah, something like this. But I would, I would make it even, even more easier to read because these are older people. So just make it super easy for them to read something like that. But then basically the whole point of this section is to explain why it's worth 10 times the price.

Yep.

That's what you're trying to do in this section. That's the whole point. Yeah. So you wanna show that visually and, and explain that with the text. If you can do that, your listicle, I think is gonna be pretty much optimized. Let's look at your final call to action section. Okay. You got this section down here. This is the next part that I would optimize as well. I would just clean it up a little bit. I've given you, in this course, there is a template pack that you can use, which is this one. Oh, okay. And in this template pack, there is a, if I go into it, there's two listicle page examples in here. But if I go down to the bottom section, you can see how the bottom section is like a pattern interrupt showing the products. You got the headline. So I would copy, copy one of these examples, you know, something like this is gonna just be a little bit cleaner. Yeah, man. I think that would be, that would be your listicle improved.

Yeah. Awesome.

Yeah.

Damn, that's a—

any questions on this?

No, that's awesome, man. Um, yeah, I think, I think I'll have some more questions next time when I, um, actually do it.

And then your product page, you're— are you happy with this?

Uh, no, no, I think if, if we have time and I don't think there's anyone else here, so yeah, if we can go through it, that'd be, that'd be really appreciated.

Okay, so with product pages, the, the most important section you can optimize is your image carousel, this section up here. The good news is if you start with your listicle page you're gonna be creating better assets. So by the time you've actually finished optimizing your listicle page, these assets you can actually bring into your carousel. For example, when you create this comparison chart, you can bring that into here. When you create this before and after image, you can bring that into here. When you create this UGC collage, you can bring that into here. You know, the funny thing is, people, what people don't realize is that every single section and every single page should be selling the same thing. You shouldn't, they shouldn't come to your product page and you start introducing different selling points. So you basically need to be selling them on all the information they've already come across, but doing it in a different way. So the carousel imagery is still selling them on these 7 points that you've already done, but making it quicker for them to consume more visual, like before and after, before and after, quote, testimonial, GIF, you know? So the same thing that way.

Yeah.

If they exit this page and they come back to here, what they're being sold the same information. And the good way about this strategy is when you get clear on your top 5 to 6, 5 to 7 selling points, your job then as a marketer is not to start inventing new ones and weakening it and diluting your message, is to improve your assets, improve your communication. Remember what I said at the start, marketing's about communication, how you get better at your conversion rate, AOV, improving your quality of communication. So you're just sharpening those 7 points all the time, better assets, better words, better copy, and a month, 2 months, 3 months, you're gonna be really dialed in. If you followed that.

Yeah. And so how do you decide which is the good one? Right. Cause I started off with the product page, did the listicle. The product page has its own images. Listicle has its own images. Is it just a test?

Well, I mean, I think you are sending traffic through your listicle right now and then they're getting redirected to the product page, right?

Yeah, yeah, yeah.

So test sending them to the listicle, test having the order form on the listicle page. That could be version 1. And then test having the order form on the product page and sending traffic to the product page. So this could be a separate test for you where you're testing, you're testing, basically you're split testing these 2 pages against each other and saying, okay, traffic's gonna go here, 50% of traffic is gonna go here. They both can convert on these 2 pages. Which one converts better. If you're noticing that people are converting better on the product page and they're converting less on this page, then I would set up another split test. Test your product page and then test this flow so that you send 50% of traffic to here, you send 50% of traffic to here, but they don't check out on here, they get redirected to here. But what you might find in some cases is that this one wins because you're giving people it's like a softer sell. They're coming to this page, they're not being sold straight away. They're getting more information and then they come to here and then they're ready to buy. But you have to test that. I wouldn't be able to tell.

Yeah.

Yeah.

No, that, that's what I'm doing at the moment. But what I'm, what I'm saying is, cause you know how you said, um, the images should be the same on the listicle and as the product page or very similar. Um, at the moment it's completely different images. Would it just be another test to, to, to just like test out which one's working? Cause they're, they're very different images. Compared to the listicle. The first one is more like the, like upgrade to first class and then it just goes through all.

Yeah. Like, yeah, they don't need, they don't need to be, they don't need to be the same images, but they need to be the same sales asset, if that makes sense. They need to be communicating the same thing. So you can use a different image, you can use different text, but as long as you're selling the same points that you're mentioning on the, on your main selling points. So for the, for the carousel stick in this image, I would stick to about 7 to 9 images in total. 7 to 9 images. These, I've got a few trainings on the CRO module and how you can figure out what these are. There's like a framework that I follow, but just to simplify it for you, your first image should always be hero shot. So it should always be, if I go back to Rowe, if I go back to their carousel, where is it? Oh yeah, listing photos. The first one is just your product on its own on the clean background. Okay. Right. And then maybe you can have a badge in this as well that says FTA carry on. Or sorry, not FDA, but what's the flight in America?

TSA, TSA, TSA.

Yeah. So TSA approved, have to have a badge in there that says TSA approved. I mean, obviously, it's TSA approved, but just, it's again, it's another little badge. When people see TSA approved and they see your products, they almost feel like it's been vetted, it's been approved. People for some reason, they love authority, they love these badges, we know they work. So Bring that in, in a little badge up here. Keep your product on a little white background. Maybe even put the product packaging in the background as well. If you're selling the bag, you show this bag. If you're selling this as well, if that's included, show that in your hero section as well and show that it's free, free bonus, you know?

Yeah. Okay. And for the, for the hero section, how important is it to not have an image there? Cause I did a split test and it was actually better with the, what I currently have, which is the— it's not that one. It's the first class. What is it? Upgrade to first class. Yeah. So that's my— that's nice. Like, yeah, yeah.

My philosophy is always to keep it super simple, stripped down. Yeah. I always see decent results when you keep it clean, when you follow this structure, you know?

Okay. You know, that's reassuring because I send you another link. That's what I sort of wanted to go towards. That would work, right? That's what you're sort of looking for.

Well, I would, again, I would simplify a little bit more. Basically, the whole point of this image is to show— I'll show you a different example for row. The point of it is so that you can communicate the value of what they're buying visually. So imagine if you were selling a bundle, this is really what you're selling. So imagine this is what your image would be. This is what your image should be, something like this. So here's your product. Here's the free bag that's included. And what else? You don't have anything else. And then you're going to have a TSA badge in here as well. So imagine TSA badge up here. Here's your cushion over here. Here's your bag that it comes in. And then you have the label free up here. That's it. Okay, so when they come from the listicle to this, they instantly understand, oh wow, I'm getting all of these free extra stuff. And then they look down at the price and they realize that the code, the discount code is already applied. So it's, it's just communicating the value visually to people. They're like, okay, I'm getting all of this stuff for free, plus I'm getting 40% off, you know?

Yep.

So that's gonna convert more people. And then all of this, I would left align all of this text, make the font a little bit cleaner. There is again, in this landing page framework, we have tons and tons of optimized. Here are sections that you can follow. You might not be able to find templates like this on PageFly, but just try and find ones that are more clean. Like, again, this is another good example of what I was just talking about. Um, Iron Lair, you can see how it follows the same thing I was talking about. The first image, we're showing everything that's included on a, on a plain white background. So we have a badge, then we have reviews, what the product actually is. We've got a benefit point down here. This could be, again, for you, this could be Upgrade to first class, top 3 selling points, purchase, maybe a little badge showing that their discount code has been applied, and then the checkout box.

What would you put as a second image?

Your whole carousel needs to be about maximum 9 images. So let's say 8 images. First one is the hero shot. The second one should be a lifestyle photo. So this could be that second photo that you showed me with this dude in here, but it needs to look real. It needs to look authentic, you know. So ideally it's a passenger sitting on the flight with your product. That would be the second photo. So product in use, product in use.

Yep. Okay. Yep, yep.

The next one would be a quote, or actually it could be the before and after, you know, the new image that you created, the before and after one. That's what that one would be. This one will be a quote. Customer testimonial.

Yep.

And for this, don't just put any random one in there. Find your top winning ad. What is that angle? What is it talking about specifically? And then find a quote that reinforces it. And the next one could be the comparison. We have that asset in here, you know, the comparison, price comparison. This one over here could be, it could be another lifestyle shot. You have 3 different images, and they could be reinforcing the other selling points that we didn't mention over here, you know, so the fact that it's inflatable, all the different health things that it covers. So that's how you fill up the other, the other images, but try and keep it— the goal is not to have as many images as possible, to have as few as possible. So if you can really do a good job in selling it in 5 to 6 images, then keep it at 5 to 6. Because people, the more images you put in, the less people are going to scroll through.

So yeah, yeah, more laser focus. Easy, simple message.

So again, there's two aspects of your product page, your image carousel, which we kind of hinted upon. Check out the training after. And the second part is this information. To figure out what you need to do for this information, look at the examples that I give on the templates.

Yeah. Awesome, man. Thanks, Ush.

I appreciate your help.

That was a lot of value.

It's a pleasure, man. And final thing, if you don't have it, yeah, you only have a few tabs down here. Try and get these tabs to be higher up because we know people interact with them and try and get a tab in here that's FAQs, FAQs, FAQs, because people always engage with FAQs. So try and get FAQs or if they're, if you have an FAQ section at the bottom of your page, if they click on this tab, it scrolls them to it, you know? Okay. Yeah, yeah, yeah. Yeah. That's, that's all right. Yeah. Yeah. Okay, cool. FAQ. Cool, man. And I'll, I'll, I'll leave it there, but yeah, hopefully that helps.

Yeah, man. That's, that was awesome.

Pleasure, man. Appreciate help.