There are typically three types of companies who do Shopify conversion optimization:
- Those who implement experiments based on gut and intuition without leveraging data.
- Those who use some of their data to drive experimentation but rely on standard reports in Google Analytics or Shopify.
- Those who follow a structured approach to collecting, analyzing, and acting on the right data to make improvements.
If you’ve been running conversion optimization experiments (e.g. a/b testing) this year but haven’t seen a measurable increase in conversion rate then chances are you’re in cohort 1 or 2.
The main issues with running a conversion optimization program without a clear data collection strategy are:
- You waste time testing changes to your site that have a low overall revenue opportunity
- You don’t have a true understanding of what is actually impacting your user experience leading to conversions
- You focus on purchase conversions only, skipping over awareness, consideration and comparison stages