Analyze factors that influence store conversion rates

Conversion rate is considered as one of the metrics to help you determine whether your business is performing well or not. In this article, we will help you understand which parts of the store are having problems and analyze the specific causes, based on the conversion funnel.

A. Determine the factors that influence store conversion rates

Before customizing your storefront, you are recommended to perform an analysis of the factors that can influence conversion rates in the view-to-purchase process (also called a buying process). These factors are primarily found on product pages, cart pages, and checkout pages.

Customers who are enticed by advertising on other media such as Facebook and Google are frequently sent directly to product pages to view the products and perform the steps to complete their purchase on the following pages. So how you display factors like product photos, product names, product prices, product descriptions, and Call-to-Action (CTA) buttons, to size charts, return policies, shipping policies, and so on, all affect the subconscious of customers and play a big role in their decision to buy or abandon a purchase.

Please list the factors in detail and assess their impact on the customers. Then, look at how you're showing these factors on the storefront and see if they can be improved before running a test run to see how they work. The following is a summary of the factors that may influence each step of the shop purchasing process:

B. Analyze the factors based on the conversion funnel

If you find your store's conversion rate is lower than expected, let's examine the factors that influence this conversion rate in order to make appropriate improvements.

First of all, compare your store conversion rates to the metrics in this table to determine which rate is deceasing, and is lower than the standard rate. Then, analyze this rate first.

Steps in the buying process	Standard rates (for reference only)
View product > Add to cart	8-10% and up
Add to cart > Checkout initiated	60% and up
Checkout initiated > Complete checkout	30% and up

Find root cause and analyze based on the rate that is lowest and is lower than the standard rate.

Cases in which the rate is decreasing in the View product > Add to cart step

You should:

Examine the target customer group's quality to ensure that the chosen group has been effectively and correctly optimized. If the number of customers drawn to the store's product is insufficient, the conversion rate of the product and the store will be unstable and thus cannot be accurately evaluated. To increase the conversion rate to the next step, consider attracting more high-quality customers to view your products. To have enough data for your analysis, you should have at least 300 customers per day.

Double check if your advertising campaigns have been edited recently.

Check information on the product page and the influential factors in section A, as this is most likely one of the reasons preventing customers from adding products to the cart.

Cases in which the rate is decreasing in the Add to cart > Checkout initiated step

You need to pay attention to factors related to product images, product prices and how the store navigates to the checkout page to make sure that there are no obstacles during the process.

Cases in which the rate is decreasing in the Checkout initiated > Checkout complete step

You need to check to determine if:

The checkout process is simple.

The checkout page is trustworthy.

The checkout method has no error.

The discount can be applied.

The shipping fee is reasonable.

After identifying the main factors/causes that are likely to reduce conversion rates, you need to consider the solutions and methods to optimize the related steps in the buying process:

Optimize the store interface (product pages, checkout pages, etc.) following ShopBase's recommendations.

Check your selected payment provider.

Check the effectiveness of your advertising campaign.

In addition to improving your storefront, you should conduct A/B testing to determine the best method and products that can bring the most benefits to your store and optimize the store's conversion rate.

C. Frequently asked questions

What is the average conversion rates of a ShopBase/PlusBase/PrintBase store?

The average conversion rate of stores on the ShopBase platform ranges from 2.5-3.5%. Depending on the rates of the steps in the conversion funnel, the overall rate can vary.

Is 3D Secured enabled for PlusBase/PrintBase's payment gateways?

The PlusBase/PrintBase's payment gateways are using are flexible mode: If 3D Secured is required by the card issuing bank, the customer will need to complete it. In other cases, it will not be required.

What is the transaction success rate of Stripe payment gateway on a PlusBase/PrintBase store?

The transaction success rate of Stripe payment gateway on a PlusBase/PrintBase store is 97%-99%.

Is payment rotation enabled for PlusBase/PrintBase payment gateways?

Payment rotation is currently unavailable for PlusBase/PrintBase payment gateways because only 1 PayPal gateway and 1 Stripe gateway are being used.

Why are conversion rates for the same product different across stores?

The store conversion rate is affected by a variety of factors, including store traffic, advertising campaigns, consistent store information, and so on. As a result, other factors must be considered when analyzing and improving this rate.

Overview of Themes

Conversion rate optimization tips for ShopBase/PrintBase/PlusBase stores

Optimize checkout page for better conversion rate

How to optimize a product page for better conversion rate