Ultimate Shopify CRO Checklist for Higher Conversion Rates

Upgrade to a Shopify 2.0 theme

Shopify 2.0 themes offer advanced customization, are faster, and provide better mobile experiences. These themes are optimized for SEO, allow for more flexibility in design, and offer built-in sections everywhere. Key benefits include: drag-and-drop section capabilities on all pages, improved metafields support, and better developer tooling. Moving to a 2.0 theme means faster load times and easier maintenance.

When upgrading, ensure you backup your current theme and content, test thoroughly in a development environment, and plan for any custom code migration needed.

Improve Shopify store speed

A fast store is crucial for conversion rates and SEO. Key speed optimization areas include: optimizing images (compression, lazy loading, proper sizing), minimizing JavaScript and CSS, leveraging browser caching, and using a content delivery network (CDN). Monitor Core Web Vitals through Google PageSpeed Insights and make improvements based on recommendations.

Focus on critical rendering path optimization, remove unused code, and consider using modern image formats like WebP. Regular performance testing across different devices and connections is essential.

Optimize the site for mobile devices

Mobile optimization is essential since most users now shop on mobile. Key areas to focus on: ensure text is readable without zooming, buttons and links have adequate touch targets (minimum 44x44px), forms are easy to complete on mobile, and images scale properly. Test navigation menus, popups, and modals thoroughly on different screen sizes.

Use tools like Chrome DevTools device emulation to test different viewport sizes. Pay special attention to checkout flow optimization for mobile users, ensuring a seamless experience.

Use cart abandonment emails

Cart abandonment emails can recover lost sales by reminding customers about items left in their cart. Create a strategic email sequence: first email within 1-2 hours (cart reminder), second email within 24 hours (possibly with incentive), final email within 48-72 hours. Test different subject lines, timing, and incentive offers.

Use Shopify's native abandoned checkout recovery or integrate specialized apps. Track recovery rates and adjust strategy based on performance data. Consider segmenting based on cart value or customer history.

Offer free shipping

Free shipping can significantly impact conversion rates. Calculate your minimum threshold based on average order value and profit margins. Ways to implement: set a minimum order value for free shipping, build shipping costs into product prices, or offer free shipping on select items. Consider using free shipping as a limited-time promotion.

Test different threshold amounts and measure impact on average order value and conversion rates. Clearly communicate free shipping offers throughout the shopping experience.

Highlight easy returns and return policy

A clear return policy builds trust and reduces purchase anxiety. Key elements to include: return window duration, condition requirements, who pays for return shipping, how refunds are processed, and step-by-step return instructions. Place return policy information prominently on product pages and in checkout.

Consider offering a longer return window or free returns for higher-value items. Track return rates and reasons to identify potential product or description issues.

Minimize use of pop-ups

Pop-ups can negatively impact user experience and mobile performance. If using pop-ups: limit to one per session, make them easy to close, ensure they're mobile-friendly, and trigger based on user behavior (exit-intent, scroll depth, time on site). Never interrupt the checkout process with pop-ups.

Consider alternative engagement methods like subtle banner notifications or slide-ins. Test pop-up timing and messaging to minimize disruption while maximizing effectiveness.

Ensure CTA appears as a button

Call-to-action buttons should be visually distinct and easily clickable. Design guidelines: use contrasting colors, maintain adequate padding (minimum 10px), include hover states, ensure text is legible, and make buttons large enough for mobile tapping (minimum 44x44px). Test button placement and color variations.

Consider using action-oriented text ('Add to Cart' vs 'Submit') and maintain consistent button styling throughout the site. Monitor click-through rates to optimize placement and design.

Use A/B testing

A/B testing helps optimize conversions through data-driven decisions. Key elements to test: product page layouts, CTA button designs, pricing displays, product image sizes, checkout flow variations, and promotional messaging. Run tests for statistical significance (minimum 2-4 weeks, 1000+ visitors per variation).

Use tools like Google Optimize or other A/B testing platforms. Document test hypotheses, maintain detailed records of results, and implement winning variations site-wide.

Create an 'About Us' page

An effective About Us page builds trust and connects with customers. Essential elements: company story and history, team member profiles (with photos if possible), company values and mission statement, awards or certifications, and contact information. Use authentic photos and genuine storytelling.

Include social proof elements like media mentions or customer testimonials. Regular updates keep the page current and demonstrate active business operations.

Implement a loyalty program

Loyalty programs increase customer retention and lifetime value. Program elements to consider: points for purchases, referral bonuses, birthday rewards, VIP tiers with increasing benefits, and early access to sales. Make earning and redemption rules clear and simple to understand.

Choose between points-based, tiered, or hybrid program structures. Consider integration with existing email marketing and customer service platforms. Monitor program costs and ROI regularly.

Add a wishlist feature

Wishlists help customers save items for later and provide valuable data on product interest. Implementation considerations: easy add/remove functionality, persistent lists across devices, sharing capabilities, and out-of-stock notifications. Integrate with email marketing for targeted promotions.

Use Shopify apps that offer wishlist analytics and automated reminder emails. Consider social sharing features to expand reach. Track wishlist conversion rates to measure effectiveness.

Add social proof

Social proof builds trust and credibility. Implement multiple types: customer reviews with photos, verified purchase badges, expert endorsements, media mentions, and user-generated content. Display total review counts and average ratings prominently.

Use review collection tools that make it easy for customers to submit feedback. Consider video testimonials for high-value products. Respond to reviews regularly to show active customer engagement.

Offer express checkout options

Express checkout reduces friction in the purchase process. Key features to implement: guest checkout option, digital wallet payments (Apple Pay, Google Pay), saved payment information for returning customers, and streamlined form fields. Ensure mobile-friendly checkout layout.

Test checkout flow regularly across devices. Monitor checkout abandonment rates and gather feedback through exit surveys to identify pain points.

Optimize product titles and descriptions

Effective product content drives SEO and conversions. Title optimization: include key product features in first 50-60 characters, use clear formatting, and maintain consistency across similar products. Description guidelines: minimum 300 characters, bullet points for key features, clear specifications, and benefit-focused content.

Use relevant keywords naturally, include sizing/compatibility information, and maintain unique content for each product. Regular content audits help identify optimization opportunities.

Implement customer support options

Live chat and support options improve customer confidence. Implementation considerations: chat widget placement, operating hours, automated responses for common questions, and integration with help desk software. Ensure support options are visible throughout the shopping journey.

Train support staff on product knowledge and common issues. Monitor chat metrics (response time, satisfaction rates) and adjust staffing accordingly. Consider chatbots for 24/7 basic support.

Display estimated delivery time and shipping info

Clear shipping information reduces purchase anxiety. Essential elements: delivery time ranges by region, shipping cost calculator, available shipping methods, and order cutoff times for same-day processing. Update estimates based on customer location and inventory source.

Integrate with shipping carriers for real-time rates. Consider displaying 'order by' times for specific delivery dates. Regular updates during peak shipping periods.

Optimize navigation with a sticky header

Sticky headers improve navigation accessibility. Implementation considerations: compact design for scroll state, essential navigation elements only, smooth transition animations, and proper mobile handling. Ensure header doesn't take up too much screen space.

Test performance impact and adjust design for different screen sizes. Consider showing/hiding based on scroll direction.

Offer payment options variety

Diverse payment options increase conversion potential. Must-have options: major credit cards, digital wallets (Apple Pay, Google Pay), Buy Now Pay Later services (Klarna, Afterpay), and PayPal. Display payment icons prominently throughout the site.

Consider regional payment preferences for international sales. Monitor payment method usage and adjust offerings based on customer preference.

Incorporate a clear value proposition

A strong value proposition communicates unique benefits. Key elements: clear headline highlighting main benefit, supporting subheading with specific features, visual elements that reinforce message, and proof points (statistics, testimonials). Test different value proposition variations.

Ensure value proposition is visible above the fold on homepage and key landing pages. Regular review and updates based on customer feedback and market changes.

Display related or recommended products

Product recommendations increase average order value. Implementation strategies: 'Customers also bought' suggestions, complementary product recommendations, recently viewed items, and category-based suggestions. Use purchase history and browsing behavior to personalize recommendations.

Regular analysis of recommendation performance. A/B test placement and number of items shown. Consider seasonal adjustments to recommendation logic.

Add a search bar with auto-complete

Effective search helps customers find products quickly. Key features: predictive text suggestions, popular searches, product thumbnails in results, filtering options, and typo tolerance. Ensure mobile-friendly search interface.

Regular search analytics review to identify common searches and potential gaps. Optimize search algorithm based on user behavior.

Highlight trust badges at checkout

Trust badges reduce checkout anxiety. Essential elements: SSL certificate indicators, payment security badges, money-back guarantee symbols, and accepted payment method logos. Place badges prominently near purchase buttons and in checkout.

Only display relevant and current certifications. Consider adding customer satisfaction metrics as additional trust signals.

Enable customer reviews and photo uploads

Customer reviews provide valuable social proof. Key features: star ratings, verified purchase badges, photo/video upload capability, helpful vote system, and review response functionality. Implement automated review request emails.

Moderate reviews for quality while maintaining authenticity. Consider incentives for photo/video reviews. Regular analysis of review sentiment and product feedback.

Provide FAQs near product descriptions

Product-specific FAQs address common concerns. Organization tips: group questions by topic, use clear language, include shipping/returns information, and update based on customer service inquiries. Consider accordion-style layout for better organization.

Regular updates based on customer questions and feedback. Monitor impact on support ticket volume.

Use live visitor counts for high-demand items

Live visitor counts create purchase urgency. Implementation considerations: real-time updates, proper placement near buy buttons, threshold for displaying counts, and mobile optimization. Only show for genuinely popular items.

Monitor impact on conversion rates. Test different display formats and timing. Ensure accurate tracking implementation.

Incorporate 'Back in Stock' alerts

Back in stock notifications capture potential sales. Features to include: email signup form, SMS notification option, expected restock date display, and alternative product suggestions. Automated alert sending when items return to stock.

Track notification conversion rates. Consider priority access for notification subscribers. Regular cleanup of notification lists.

Offer flexible payment options like BNPL

Buy Now Pay Later options increase purchase accessibility. Implementation considerations: clear payment terms, promotional messaging placement, integration with checkout flow, and mobile display optimization. Partner with established BNPL providers.

Monitor usage rates and average order values. Consider different providers for different markets.

Create landing pages for high-traffic keywords

Targeted landing pages improve SEO and conversion rates. Essential elements: relevant keyword optimization, clear value proposition, strong calls-to-action, and mobile optimization. Create unique content for each target keyword.

Regular performance monitoring through analytics. A/B test page layouts and content. Update based on search trend changes.

Optimize content for skimmability

Scannable content improves user engagement. Best practices: clear headings and subheadings, bullet points for key information, short paragraphs, and strategic use of bold text. Maintain consistent formatting across pages.

Regular content audits to ensure readability. Consider using icons and visual elements to break up text.

Add video demonstrations for products

Product videos increase buyer confidence. Best practices: short, focused demonstrations, multiple viewing angles, feature highlights, and proper optimization for mobile viewing. Include captions for accessibility.

Monitor video engagement metrics. Test different video styles and lengths. Regular updates to keep content fresh.

Display customer service contact information

Accessible support information builds trust. Key elements: multiple contact methods, support hours, expected response times, and prominent placement throughout site. Consider floating contact button for easy access.

Regular testing of contact methods. Monitor support channel usage and satisfaction rates.

Feature product comparison tables

Comparison tables aid purchase decisions. Essential elements: key features, pricing, specifications, and highlighted differences. Use clear formatting and mobile-friendly design. Consider interactive comparison tools.

Regular updates to maintain accuracy. Monitor usage and impact on conversion rates.

Provide size guides and measurements

Detailed size guides reduce returns. Include: measurement instructions, size conversion charts, fit guidelines, and model size references. Consider interactive sizing tools. Update based on customer feedback and return data.

Regular review of size-related returns. Consider adding video sizing guides for complex items.

Ensure website accessibility (WCAG compliance)

Ensure the website meets WCAG 2.1 standards for accessibility. Key areas include: providing alt text for images, ensuring keyboard navigation, maintaining sufficient color contrast, and adding ARIA labels where necessary. Test with screen readers and accessibility tools.

Regular audits and updates are essential to maintain compliance and improve user experience for all customers.

Implement personalized product recommendations

Use customer browsing and purchase history to provide personalized product recommendations. Key features: dynamic recommendations on product pages, cart, and homepage. Integrate with analytics tools to track performance.

Test different algorithms and placements to optimize effectiveness.

Upgrade to Shopify Checkout Extensibility

Shopify Checkout Extensibility offers advanced customization, faster performance, and better integration capabilities. Key benefits include: creating a unique checkout experience, improved loading times, and optimized code. This upgrade ensures compatibility with all Shopify themes and provides a seamless transition.

Steps to implement: backup your current checkout settings, test the new setup in a development environment, and ensure all customizations are migrated properly. Monitor performance and customer feedback post-upgrade.

Mandatory Upgrade to Shopify Checkout Extensibility

Shopify is removing support for the old checkout system, making it mandatory to upgrade to Shopify Checkout Extensibility. This upgrade ensures advanced customization, faster performance, and better integration capabilities. Key benefits include: creating a unique checkout experience, improved loading times, and optimized code. Ensure compatibility with all Shopify themes and a seamless transition.

Steps to implement: backup your current checkout settings, test the new setup in a development environment, and ensure all customizations are migrated properly. Monitor performance and customer feedback post-upgrade.

Migrate Conversion Tracking to Customer Events

Shopify no longer supports the Additional Scripts section for tracking scripts. All conversion tracking scripts must be migrated to the Customer Events section. This ensures compliance with Shopify's updated policies and provides better tracking capabilities.

Steps to implement: create custom JavaScript pixel code, add it to the Customer Events section in Shopify admin, and configure customer privacy settings as needed. For detailed steps, refer to Shopify's Custom Pixels Management Guide.

Lazy Loading for First Fold

Ensure the first fold is non-lazy loaded for critical content. Lazy load everything below the first fold to improve site speed. For assistance, use our Site Speed Audit.

Lazy Loading for Product Gallery on Mobile

On mobile, only the first image in the product gallery should be non-lazy loaded. Lazy load the rest of the slider images to avoid unnecessary loading and improve performance.

Optimize Header Height

Control the height of the header, especially on mobile. It should not occupy more than 10% of the vertical viewport to maximize space for the first fold.

First Fold Optimization on Product Pages

On mobile product pages, ensure the first fold includes the product title, images, price, unique selling points (USPs), short description, and CTA buttons for better user experience.

Sticky Buttons for Long Pages

Add sticky buttons on product pages for long-scroll pages. This is a standard practice to improve user experience and navigation.

Avoid Overusing AI-Generated Descriptions

Avoid overusing AI-generated product descriptions as they can make product pages look unprofessional. Instead, design well-structured sections for product pages to make them engaging and credible.