Shopify on desktop

3 best practices to optimise your Shopify

Between convenience and necessity, ecommerce has quickly gained momentum. As a result, platforms like Shopify have attracted millions of sellers looking to move their business to the internet. In fact, more than 44 million people purchased items from a Shopify store in 2020. Plus, Shopify stores were visited over 58 million times. So it is crucial that you optimise your Shopify store in order to increase visibility!

User experience and accessibility plays a huge part in how easily shoppers are able to find and interact with your shopify store. The better your site, the higher you will rank in search engines. And the higher you rank in search engine results, the more traffic your eCommerce store is going to have. This naturally leads to increased sales. So how can you optimise your store in order to increase sales? Let us talk you through our top three tips.

Focus on speed

As valuable as Shopify plugins are for helping you create a more efficient and effective website, they can also be detrimental. Installing too many Shopify plugins can slow down your site severely and ultimately affect user experience. Something as simple as a page taking a few too many seconds to load can cause your business to miss out on sales. Would you want to risk that? To improve site load time, remove all unnecessary apps and plugins on your site.

 

Site speed is now a key Google ranking factor. Slow load times may lead customers to bounce before your page even loads, which means they won’t be making a purchase. A poor page speed score can have a detrimental effect on your SEO – you need to be ensuring users are staying on your page for as long as possible in order to increase your Google rank.

Here is a list of other top speed improvement tips we advise to our clients:

  • Reduce the amount of redirects
  • Lazy load images with the lazysizes library
  • Compress image sizes using Crush.pics
  • Minify CSS and Javascript
  • Migrate tracking codes to Google Tag Manager

Target the right keywords

Performing keyword research for Shopify stores will be very similar to the research you would perform for other web pages. Keyword research helps you understand how your target audience searches. For the products you sell, the types of problems they’re looking to solve and other queries that are relevant to your business. You can then use these words to inform your strategy and optimise your shopify pages.

 

Google Trends analyzes search query interest, allowing you to filter by time and region, displays related queries and allows you to compare audience interest between different keywords. Google Ads also offers in-depth keyword tools, including monthly search volume, competition estimates and suggested bid amounts.

Some general ways to generate keywords are:

  • Review the keywords your website generates clicks/impressions for in Google Search Console.
  • Research your AdWords keywords that have high conversion rates. Even if the volume is lower, a high conversion rate indicates that this keyword is more transactional.
  • Export your keyword data from Google AdWords. And optimise for those that generate the most revenue for the site.
  • Analyse your competitors keywords. You can find keyword opportunities where competitor sites are ranking but yours is not.
  • If you have keywords that use similar modifiers, you can use a tool such as MergeWords to automatically generate a large variety of keyword variations.

Optimise Product Pages

Once you’ve organised your site structure and spent time researching keywords, it’s time to optimise your shop’s pages. Product pages are the core of eCommerce effectiveness and the backbone of your store. Therefore, it is necessary to understand how to increase conversions by building better product pages that convert.

There are many product page features that your audience will be searching for:
  • Detailed product descriptions
  • High quality product photography
  • Customer reviews (social proof)
  • Related products
  • Relevant details such as sizing info, materials used, return policies, and similar data

These are the sections of your product page that should be high on your priority list of optimisations. It’s best to start with the pages that generate the most conversions already because these are the most profitable. Your product pages should also be optimised for SEO, not just user experience. This comes down to your page titles, meta descriptions and utilising those thoroughly researched keywords.

 

Page titles appear in the first line of search results and tell searchers what the page is all about. Meta descriptions are the short section of text underneath the title, they influence a user’s decision to click through to your website so should be powerful. Both your title and Meta description should be original content and utilise targeted keywords that resonate with your audience’s needs.

In Conclusion...

It will take you a lot of time and effort to drive targeted traffic to your ecommerce store, but the results will make it all worth it. By focusing on user experience and SEO optimisation you will be able to provide a better shopping experience for your customers. This can help you increase conversions and encourage your customers to return and shop again.

Need help optimising your Shopify store?

 

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