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How to increase the conversion rate on Shopify Plus by 15%?

by | 18 May 2023 | Case Study eCommerce, Conversion Rate Optimization, Shopify PLUS, Shopify technologies | 0 comments

The following Case Study describes how to increase conversion rate on Shopify Plus for the American watch brand Paul Rich Watches.

 

About the brand

 

Paul Rich is an online store on Shopify PLUS specializing in the sale of jewelry in the D2C (Direct-to-consumer) model in the United States. The main products are men’s watches. The Paul Rich brand is also available in other markets besides the United States: Canada, Australia, Oceania, Asia, Europe, and Africa.

 

Main projects goals

 

The project’s main goal was to improve the conversion rate and increase sales without increasing spending on marketing campaigns. For the average monthly traffic of 150,000 unique users, the most important elements influencing the conversion on the online store: the product card, basket, checkout, and product listing, were examined.

 

Increasing Conversion Rate on Shopify Plus – Project flow

 

The optimization conversion rate on Shopify Plus took nine months. During this time, about 20 different elements of the website were examined. The project consisted of checking various store modules on a smaller traffic sample, thus verifying which version of the website converts better. The tests were divided into three main groups: multidimensional tests, A/B tests, and redirection tests. The three leading indicators we monitored during the tests were: the number of transactions, revenue, and CTR. Tests were permanently implemented on the store’s website if any indicators increased. A total of 18 tests performed better, and only two performed worse.

 

A/B test examples – Optimizing conversion rate on Shopify Plus

 

1.Sticky collection filter

The sticky filters button ” follows” the user when browsing / scrolling the collection page. Average transactions increase by +9%.

 

Sticky Collection Filter

Sticky collection filters button.

Tested sessions ~200,000; Increasing number of transactions + 9%

2. Extended warranty checkbo

Adding the option to extend the product warranty from 2 to 5 years in the basket. The average increase of transactions + 17%.

Extended Warranty Checkbox.

 

Tested sessions ~107,000; Increasing number of transactions + 17%.

3. Your cart is reserved for 15 minutes.

Adding information on the checkout about product reservations for 15 minutes. The average increase of transactions by + 11%.

Your Cart is reserved for 15 minutes.

Your Cart is reserved for 15 minutes.

 

Tested sessions ~10,900; Increasing number of transactions + 11%.

 

4. Left collection sticky filters Desktop

 

Adding a left-side menu and sticking it during scrolling through the collection. The average increase of transactions + 10%.

Left collection sticky filters.

Tested sessions ~8120; Increasing number of transactions + 10%.

5. Trust badges on checkout

 

Added trust badges at checkout. The average increase in the number of transactions + 12%.

Trust badges on Checkout. 

Tested sessions ~9800; Increasing number of transactions + 12%.

6. Second ATC on the PDP

 

Adding a button redirecting directly to the Checkout & Sticking the Add to Cart button when scrolling the product card page. The average increase of transactions + 12%.

Second ATC on the PDP

Tested sessions ~11600; Increasing number of transactions + 12%.

7. Sticky header

Sticky header while scrolling the whole page. The average transaction increases by +22%.

sticky header

Sticky header

Tested sessions ~13900; Increasing number of transactions + 22%.

Used tools & technologies

Shopify Plus technology

Shopify PLUS

Figma

Figma Adobe

Shopify Plus technology

Shopify Liquid

Shopify Plus technology

Scripts Editor

Shopify Plus technology

Google Optimize

Google Analytics

Google Analytics

Shopify Plus technology

HotJar

Cooperation Results

%

Average Conversion Rate increase

Completed CRO tests

Implemented improvements that increased CR

Months of CRO project

Cooperation Review

During the development of the Paul Rich Watches online store, Grzegorz improved his practical skills in Conversion Rate Optimization. With a team of external programmers and UX/UI designers, he prepared, coordinated, and implemented tests to improve and optimize the conversion rate on the paul-rich.com website. While working on CRO, he implemented and coordinated around 20 elements of the website, including the home page, collection page, product detail page, basket, and checkout. As a result, the average conversion rate increased by about 15%.

 

I recommend working with Grzegorz in his capacity as a specialist in the technology field on Shopify PLUS, a specialist in improving the Conversion Rate.

Paul Rachelski

CEO & Founder , Paul Rich Watches

Summary

 

The Case Study shows how increasing the conversion rate on Shopify Plus for the Paul Rich Watches brand proceeded. About 20 CRO tests were implemented. 18 “performed” better than the original version of the template. All tests that had better results than the original version of the store template were implemented directly on the store.

Grzegorz Sękowski

Grzegorz Sękowski

eCommerce Manager at Paul Rich – multimillion jewellery premium watch brand. Shopify & Shopify PLUS consultant, blogger and ex-founder of napnell.pl

5/5 - (2 votes)
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