We have many ways to measure success for our businesses. We can research how many visitors we get, how many email subscribers sign up, and how many return to our website. This, and many other factors, help determine the health of our companies. But the one thing that determines our future will always lead to the final sale.
Tracking and analyzing sales information is the first step to understanding your business. Every small decision and test for improvement can be measured through sales because it represents how effective we are at converting leads into customers.
Conversion rates are the best way to determine your current position. How many people are visiting your website or business and how many of them make a purchase? While there are many tools to do this, Shopify remains one of the top platforms that brings everything together.
But before we can make a sale, we need to capture attention. SEO (Search Engine Optimization) enhances our marketing efforts and makes our brands discoverable. Through effective and relevant content, and optimization strategies, we can expand our reach online. Shopify allows us to measure SEO and conversion through its effective platform.
How SEO Feeds Conversions
Every business should invest in advertising and SEO-focused marketing, side-by-side. The first can get quick sales but always requires direct cash for short-term gains. The second compounds through long-term strategies and continues to produce results, much like tangible assets.
SEO focuses on organic traffic. Whether it’s ranking on the top of Google with your home page or producing content so that you rank certain keywords, you become discoverable to the right audience.
This serves as one of the first moments of the Buyer’s Journey for your customers. They search a term like “iPhone holder for car” and your car accessories store shows up along with other competitors. They pick you and some decide to make a purchase.
Some are more indirect like an article showing up saying “7 Ways to Hold Your iPhone in the Car” and the lead gets value from it and decides to purchase one of your mentioned products. These strategies are effective because they win the trust of the visitor, gain authority and discoverability online, and exist as long-lasting assets that continue to provide ROI.
Evaluating Your Current Conversion Rate on Shopify
Source: Shopify Plus
Using Shopify’s analytics and dashboard, you can study your conversation rate. By dividing how many visitors you get with how many purchases, you can see how you stack up versus your record or with the average rate in your industry.
Once you know your conversion rate on Shopify and that you want to improve it, you can make goals for growth. Begin testing and fine-tuning your copy, design, and entire customer experience. Use the information you have to invest in what’s working.
If you don’t have an abandoned checkout plan, there are many apps on Shopify that will help capture these customers. You could increase your conversion rate just by implementing this one feature.
For SEO, track who visits your site from blog articles, images, podcasts, or videos you produce.
Ways to Test and Measure Shopify Conversion from SEO Practices
There are dozens of ways you can evaluate your Shopify conversions based on your investment in SEO. We’ll go over a few that you can implement with the tools already available to you. Others may require apps within the marketplace or third-party platforms.
Let’s say you have a content marketing plan in place to fuel your SEO. You publish a dozen relevant articles a month. Whether you link to a product or you have a call to action at the bottom, you should make each link trackable.
We track links to know exactly where people are coming from, when they click, from what device, and more. But in our case, if we have a unique link per content piece, we know which content is working the best.
For example, let’s say you post Youtube videos to educate your audience. You mention products you use from your shop and tell viewers you have links in the description. When someone clicks a unique link only for that video, you know exactly where they come from. You have full control of the information about what content works and converts for Shopify.
Shopify has great resources for implementing coupons and discounts for customers. While they serve a very important marketing purpose to encourage sales, the right coupons can also help you track conversions.
By limiting coupons and creating unique codes, you can test which SEO strategies are working the best for you.
What if you change your home screen to see if it makes a difference? What if you move your product catalog someplace else? What if you change the title of an article? Shopify gives you the tools to take advantage of split testing.
While SEO makes you discoverable, you still need to make a sale to convert. A/B testing can help you determine both your organic traffic from SEO and how effective it is at conversion. Shopify provides its platform but also has many integrations to make this possible.
Google Analytics and Similar Tools
Research and use the tools that help you find effective keywords (like Ahrefs), study the results, and identify the ultimate purchasing decisions. Through third-party apps and integrations with Shopify, you can track conversions based on your SEO strategy.
Evaluate the Buyer’s Journey for Shopify
Another way to test your conversion is by sending out surveys and implementing other methods to understand the customer experience.
The more you can improve on it, the better you can increase your conversion rate on Shopify.
Shopify is a powerful platform for eCommerce businesses. It gives you the infrastructure to run a successful business online with all the power and abilities offered by the latest innovations.
Great SEO can only go so far if it doesn’t produce results. By tracking and measuring conversions, and improving based on your findings, you can continue to grow your company.