How to Track Your Shopify Conversion Rate with Google Analytics

Running an eCommerce store isn’t as simple as launching a pretty website, adding a couple of products here and there, and running ad campaigns to drive traffic. For the best results, you must also optimize your website for Shopify sales and measure your online store conversion rate.

However, even when you’re doing your best to optimize the customer experience, you may not understand why you’re not getting the results you want. 

What is a “conversion rate”?

Simply put, successful online store managers define conversion rate as the percentage of visitors who took the desired action. You determine retail conversion rates by dividing the number of people who saw your page or message and dividing it by the number of people who converted.

The ultimate goal is to get the website visitor to make a purchase.

However, they’ll go through multiple conversions before doing so, which include:

  • Adding an item to their cart
  • Navigate to a product page
  • Clicking on a promotional banner
  • Clicking an ad
  • Starting a chat on your website

The most significant online retail conversion rate that matters is how many people visited your website vs. how many made a purchase.

After, your goal as an eCommerce retail store is to drive the most sales as possible.

What’s a good conversion rate?

The average retail conversion rate worldwide including the average conversion rate on Etsy is a meek 2.86%. In other words, out of 100 web visitors, only 2.86 of them will end up making a purchase.

The hard fact is that it’s not enough to drive traffic to your store. Additionally, you must optimize your website for conversion so that shoppers eventually pull the trigger after browsing through your products.

So, how do you improve your average conversion rate? 

First, it all comes down to tracking the conversion events of your pages across your online store. Then, it’s up to you to tweak those pages so you get the results you desire and win big.

How to measure your Shopify conversion rate on Google Analytics

Being able to measure your average Shopify conversion rate is vital to maximizing your eCommerce efforts. Unfortunately, without a clear picture of your store’s performance, you won’t know which areas your website needs to improve.

The best tool we recommend to measure your Shopify conversion rate is Google Analytics. It’s an excellent platform that tracks your website traffic and provides relevant insights on visitor behavior. 

First of all, the tool is free for all businesses and you don’t need a specialized version for eCommerce to start using it. Aside from your Shopify conversion rate, Google Analytics will also provide your store with data on the following:

  • Bounce rate
  • Unique and returning visitors
  • Website speed and performance
  • Facebook product advertising results
  • And more

Thankfully, measuring your Shopify store’s performance on Google Analytics is a straightforward process.

Here’s how you can start measuring your conversion rate on GA in three simple steps:

1. Go to the Google Analytics dashboard and click on “Conversions”.

2. Select “Ecommerce” and head over to “Overview”.

3. From there, you’ll get access to a chart of your store’s performance over a specific period, along with your conversion rate underneath the chart.

Google Analytics of Shopify ecommerce conversion graph

Now, we recommend that you start using Google Analytics once you hit at least 500 monthly visitors. If you’ve had more than 500 visitors, you want to segment that traffic into a timeframe, such as your visitors from last month.

How to use Google Analytics to improve your conversion rate

Time needed: 30 minutes

According to Econsultancy, only 22% are happy with their average conversion rate for retail stores. Thus, by understanding exactly what is preventing you from improving your conversion rate, you can proceed to make changes and drive better results.

Here’s how you can use Google Analytics as a roadmap to optimize your store:

  1. Dive Deep Into Your Demographics

    Improving your conversion starts by understanding your audience. By getting your products in front of the right people, you’ll be more likely to drive sales and increase your traffic.

    Google Analytics provides you with a lot of data on your customers, such as their age, gender, location, and more. It’s information that you can use to improve your marketing campaigns and make them more personalized. 

    To uncover this data, perform the following commands: Audience > Demographics > Overview.

    From there, you can keep all of this data in mind the next time you’re launching a marketing campaign for your store, so you can target the right audience and make it more relevant.
    conversion rate GA demographics

  2. Measure Each of Your Product’s Performance

    Next, you can’t improve your conversion rate without knowing which product is selling well and which isn’t. 

    Google Analytics allows you to instantly see what your best-selling products are within a couple of clicks. You can do this by performing the following commands: Conversions > Ecommerce > Product Performance.

    By identifying your best products, you can boost your sales by promoting them on the homepage so that first-time visitors can instantly check them out. 
    conversion rate GA performance

  3. Determine Your Best Acquisition Channels

    Do you know where you’re getting most of your visitor traffic? Is it from social media, email, advertising, or referrals?

    If you don’t have a clue, you can use Google Analytics to identify your highest-converting channels, so you know which channels are most worth focusing on.

    All you have to do is perform Acquisition > All Traffic > Channels.

    Once you analyze this data, you can spend more money on the channels that drive you the most revenue. However, If you notice that a channel delivers poor results, you can find ways to improve it and boost conversions.conversion rate GA acquisition

  4. Identify Pages That Load too Slow

    Slow speed on your Shopify store is what could destroy your conversion rate. As a result, 53% of website visitors will leave your website if it takes 3 seconds to load. 

    It doesn’t matter if you have the best product in the world. With a slow website, customers will just bounce off and not bother to make a purchase.

    Thankfully, Google Analytics allows you to identify which pages are loading the slowest on your website. Here are the commands to uncover all of this: Behavior > Site Speed > Page Timings.

    Once you improve your website’s speed, fewer visitors will be tempted to bounce off your page. The result is that your conversion will naturally increase.conversion rate GA page speed

Get the most out of Google Analytics with automation

While Google Analytics is a great tool for measuring your performance, you don’t have to stop there. You can also use automation to take your Google Analytics efforts to the next level.

An automation platform like MESA helps you define Shopify workflows for repeatable tasks. It is designed with an eCommerce store in mind and can help you maximize each of Google Analytics’ features. You can automate workflows to get deep insights into your store’s performance and improve it for better results.

One thing that Google Analytics lacks is the ability to track order returns. MESA allows you to automate workflows to monitor which products result in the most refunds, so you can take them off your store and stop returns from hurting your conversions.

Tips to boost your conversion rate on Shopify

We recommend that you measure your Shopify store’s performance at least once a week to see how it’s growing over time. 

In the meantime, there are little changes you can do on your website that deliver big results.

Here are some of the best things you can do to improve your Shopify store’s conversion rate: 

Optimize Your Shopify store for Mobile

More and more people are using their mobile device to make their purchases. By 2021, mobile sales will represent around 54% of total eCommerce revenue

So, if your website isn’t optimized for mobile, you’re shooting yourself in the foot. You need to make sure that your website is responsive and looks good on all devices, so customers can easily make their purchases.

Send Cart Abandonment Emails

Cart abandonment may be a pain to deal with, but it doesn’t have to represent the end of a sale. Sometimes, all it takes to boost conversions and win customers back is to follow up via email. 

Here’s a great example of what a cart abandonment looks like from Jack Wills:

Abandoned cart email

In the example, they’re giving the customer a second chance to finish their purchase. Additionally, they include other product recommendations if the item they added to their cart wasn’t what they wanted. 

There are many tools you can download on Shopify to send automated cart abandonment emails. Be sure to read our guide to reducing abandoned carts.

Improve Your Checkout Page

The checkout page is a vital touch point of the customer journey. It’s the last page that a visitor goes through before eventually becoming a paying customer.

Optimizing the checkout page goes hand in hand with improving your conversion rate. You want to remove any friction to your page so that customers can make their purchase with no problems.

Additionally, you can include various payment methods for the customer to do their purchase. By giving them more choices, they’ll find the right payment service that fits them.

Use High-Quality Product Images

It may come across as a no-brainer, but your product pages need solid images. According to ⅔ of customers, high quality images influence their decision to purchase a product. 

First, make sure to include various product images that show your item from different angles, so the customer gets a full picture of your product. Then, we recommend that you hire a professional photographer to help you do this. 

Next, to take it up a notch, consider adding a product video to your pages, like top eCommerce brand Asos does regularly as part of their descriptions:

High quality product video

Video production can be challenging but there is a Shopify video app that aims to make that significantly easier for merchants.

Leverage Positive Reviews and Testimonials

Obviously, social proof is a powerful trigger for conversion: 90% of customers use reviews from others as part of their purchase process. You can include customer reviews and testimonials in your products pages, just like The North Face does here:

Product review

To take it even further, you can include user-generated content from your own customers to showcase your products. After all, who’s better to promote your products than previous customers themselves? 

Wrapping Things Up

To summarize, improving your conversion rate doesn’t have to be rocket science. By using Google Analytics, you can identify blind spots on your website that are killing conversions and improve your marketing workflows. Then, you’ll generate more sales and drive better-quality traffic as a result. 

So, what's next?

  1. Add MESA from the Shopify App Store. Enjoy a 7-day free trial to start.
  2. Ask the experts if you need help personalizing any workflow, or ask us to build one for you. We're happy to help!
  3. Discover pre-made, customizeable automation templates.
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