Shopify Conversion Rate Optimization

A research-driven process to turn more of your traffic into revenue

With a consistent, research-informed optimization process, you can boost revenue without depending on guesswork or gimmicks.

A step-by-step intensive guide to building a store that makes you more money.

Who this is for

I’m writing this guide owners and operators using Shopify who want to build a profitable and long-lasting brand.

Why and what

It’s easy to start a store on Shopify, and for that reason, a lot of people do. Most of them fail, and sometimes that’s just how the cookie crumbles.

But I’ve seen brands come and go that could have been amazing. I’ve seen awesome, creative people start something that should thrive and give them what they need to live a rich life. Instead, those brands settled for being just OK, or grew in frustrating fits and gasps.

So I’m writing this guide for anyone selling online who wants to take control of their growth, and replace a question mark with a period when they talk about their future.

I want to help you understand:

  • How the structure and content of your site changes how much money you make
  • What CRO is and what it isn’t
  • What kind of work you actually DO to optimize
  • How research informs business growth through optimization
  • How the data you collect and use to optimize your site connects to your marketing and advertising efforts
  • What actually pays off for your unique brand, and what is ROI negative

And I want you to be able to:

  • Create a basic site thats built to turn traffic into dollars
  • Find and eliminate your revenue leaks over time
  • Gain empathy for your customers by understanding their behaviors, wants, and needs
  • Use research to power your conversion optimization
  • Prioritize your work to build a better-selling website
  • Measure and manage your work with marketers, designers, and developers for maximum ROI

The basics: A Shopify store that converts

For any online store, your website is the most important asset you’ve got.

It’s the central home of your brand, so all of the attention you generate through marketing points here.

Once you’ve got attention from marketing, your website’s job is to turn that attention into revenue-generating transactions. So the primary driver of the sites look, feel, function, and content has to be conversion.

Your website should convert traffic into 2 things:

  1. Purchases (Direct revenue-generating action)
  2. Relationships (Indirect revenue through continual permission marketing)

That’s it. That’s the job.

If your website does that job well, you make money. If it doesn’t, you don’t make money.

Does it matter if your site converts at 1%, 2%, or 5%?

If you want to make more money, you can just pump more budget into ads, or spend more time and effort on your marketing… right? 

Ads are effective. Marketing is important. They’re also pretty much useless without a site that converts well.

Growing your conversion rate multiplies the ROI of every scrap of attention your create through marketing.

Without a site that converts well, you are leaving money on the table and leaving yourself vulnerable. 

Ads don’t always scale.
You can be priced out.
Policies, pricing, and customer reactions to your marketing change.
And suddenly, that 1.5% conversion rate isn’t profitable anymore.

How do you build a site that converts?

There is no magic bullet for making your site better at selling. There’s not some single app you can add that will fix your conversion rate.

Unless your site is insanely old or badly designed from the ground-up, a redesign is probably a waste of your time, too.

Building a site that converts is a continual process.

  1. Marry the best principles of high-converting web design to your own branding.
  2. Collect data and feedback on what works and what doesn’t.
  3. Make changes based on quantitative and qualitative data.
  4. Measure the results.
  5. Repeat.
  6. Profit.

That’s literally it. The secret to building a site that converts is to start on solid ground and then make changes that are based on evidence.


That’s how Amazon did it. It’s how everyone successful does it. Congratulations. You are now the keeper of the sacred flame.


The 1st step is to make sure your site is focused on conversion as it’s primary goal.


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