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The conversion rate has been and continues to be a metric for the effectiveness of a business or an online store on e-commerce platforms in general, and on ShopBase ecosystem in particular.

In addition to selecting the best products for your business, customizing the store interface is critical to increasing conversion rates. In this article, ShopBase will provide some useful tips and guidelines for customizing your storefront to help improve conversion rates.

In this article

A. Analyze factors that can influence conversion rates
B. Optimize storefront to increase conversion rates
C. Select and customize themes on ShopBase/PrintBase/PlusBase

A. Analyze factors that can influence 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:


Analyze factors that influence store conversion rates

B. Optimize storefront to increase conversion rates

1. Optimize product pages to increase add-to-cart conversion rate

Product page plays an important role in increasing your online store's conversion rates. This is where you can build the customer's trust and offer incentives for customers to promptly buy your products.

Tip 1: Affect product prices by displaying promotions

Instead of just showing product price, you should display both the selling price and the compare-at price. This strategy is often used in e-commerce. However, most merchants have yet to use it to optimize their consumers' purchasing power.
Add a price comparison to the product so that customers are given the impression that they are getting a good deal: Add a Save tag based on a percentage or amount of discount.



Tip 2: Provide high-quality information about your product

Use clear and high-quality product images to attract customers.
Include customers' reviews about your products, and interact with them on your store to increase trust with potential customers.
Provide complete information about product sizes, colors exactly as the product description so that customers can easily decide which products they want to purchase.
Provide basic information about shipping, return, and refund policies on product pages so that customers can easily find it without leaving the product page.

Tip 3: Conduct A/B testing to measures the effectiveness of the "Buy with PayPal" button in improving conversion rates


2. Optimize the add-to-cart process and the cart page

Tip 1: Enable redirection when customers click on the Add to cart button

Direct the customers to the cart page or the cart drawer to avoid abandoned checkouts. To configure this settings, from your ShopBase admin, go to Online store > Themes, click Customize next to the theme you want to edit. Go to Cart page > Cart type and select the settings that you want.


Tip 2: Optimize Call-to-Action buttons

Choose vivid colors for product prices and Call-to-Action buttons (Add to Cart, Buy now buttons) to attract your customers.

Tip 3: Use countdown tools feature by Boost Convert app to motivate the customer's buying decision

Timer Countdown: displays the amount of time remaining to purchase the product.
Product Countdown: counts down the number of products left in stock.
Real-time visitors: counts the actual number of customers viewing the product.

Do not overuse and display all of these tools on the product page, since this can give the impression of inauthenticity. You should select 2 of the 3 tools. (For example: Timer Countdown + Real-time visitors, Product countdown + Real-time visitors).

In addition, the cart page is a collection of products that were added to cart by the customers from the product pages and are being checked out. By customizing the cart page, you allow customers to easily double-check their orders, while increasing order value through features such as up-sell, cross-sell, or promotions, thereby increasing the store's conversion rates.

3. Simplify the checkout process in order to increase the checkout completion rate

Tip 1: Simplify the checkout process

Use One Page Checkout instead of 3-step Checkout.

Tip 2: Add factors to build trust with your customers

Add trust badges to your product and checkout pages.
Add countdown and trust indicators to checkout page.

Tip 3: Clearly and conspicuously disclose the shipping fee

One of the things that can irritate customers when they shop online is not knowing how much their product will cost to ship. Customers do not want to face additional fees when they are ready to buy your products.
You also don't want customers having to look for shipping costs on your storefront, which would disrupt the conversion funnel. Therefore, you should set up fixed shipping fees for all products in your store, and highlight them on your product pages.

Tip 4: Offer discount codes for first-time customers

Last but not least, offer a discount code for the customer's first order to help enhance conversions. This can serve as a goodwill gesture to show your customers that you wish to encourage them to try your product. You can:

Send a discount code through email.
Use pop-ups or banners on your website.

C. Select and customize themes on ShopBase/PrintBase/PlusBase

Besides selecting the right product for your business and creating a seamless buying flow, don't forget to build a store interface that is appropriate for the product that you offer and leaves a distinct, reliable and professional impression.

Make sure to incorporate brand identity information into your store

Include a unique, clear, and easily identifiable logo for your store (Refer to websites such as Canva to create a free logo for your store).
Ensure that the same logo is used consistently across all pages in your store or in areas where a logo is required, such as headers, footers, checkout pages, favicons, etc.
Position the logo in a balanced way on the store in both mobile and PC views.

Choose a theme for your store and optimize the store's interface to look professional and appealing

Choose an optimum template theme from our library with an interface appropriate for each product type.
Focus on the products, avoid distracting your customers from the buying process.
Set up the layout and store interface to increase user experience (Admin > Online store > Customize theme). For example, avoid making the menu bar too large and fixed, as this will make it difficult for customers to interact with these elements (especially on mobile view).

With our diverse collection of free themes, you can utilize, create and customize a unique and eye-catching e-commerce store that can generate a positive user experience.


Aside from optimizing your storefront, you should conduct A/B testing to determine the best method and products that can bring the most benefits to your store. Test 2 website versions (A and B) on different interfaces, content layouts, navigation buttons, image placements, Call-to-Action buttons, etc. on your website to find the most effective version for conversion rate optimization.

Related articles

Overview of Themes
How to optimize a product page for better conversion rate
Optimize checkout page for better conversion rate
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