How to Improve Conversion Rate on Shopify: 100 Ways, With Real A/B Test Examples

Out of every 1,000 people who visit the average Shopify store, about 980 leave without buying. You paid for most of them, with ads, with content, with time. Improving your conversion rate means getting a few more of those 980 to buy, and it is the cheapest growth most stores will ever find.

This is the full list I work from: 100 ways to improve your Shopify conversion rate, in two levels. First the advertising level, because your conversion rate starts before anyone reaches your store. Then the website level, page by page, from the homepage to the thank-you page.

For many of them I’ll show you a real example: what was changed, and what happened. Some come from my own work with brands like Karma and Luck, where we grew the conversion rate by 50% in one year of non-stop testing. Most come from my CRO library: more than 1,300 published e-commerce A/B tests that I collect and sort by page and by element.

A note on the numbers. Client results are covered by NDA, so brands are anonymised and figures are rounded or slightly changed. Library examples are rounded too. The direction and the size of each effect are real; treat every number as “about”.

And one rule before we start: none of these is a guaranteed win. In my library, the same change wins on one store and loses on another more often than you’d think. You’ll see several of those pairs below. Use this list as ideas to test, not as a to-do list.

First, measure where you lose people

Before you change anything, open Shopify Analytics → Conversion rate breakdown and look at four steps: sessions, added to cart, reached checkout, purchased. The step where you lose the most people is where you start. (How to read each step of the funnel.)

Then split the same numbers by device and by traffic source. Most stores find that mobile converts at about half the rate of desktop, and that paid social converts worse than search or email. Those two cuts tell you which pages and which visitors to work on first.

If most people leave at…	Start with…
Landing → add to cart	Ads-to-page match, product pages, collection pages
Add to cart → checkout	Cart drawer, shipping costs, express checkout
Checkout → purchase	Checkout fields, delivery options, payment methods
Everywhere on mobile	Mobile layout, speed, tap targets, sticky buttons

Level 1: advertising and the page after the click (ways 1–25)

Your ads decide who lands on your store, on which page, and with what promise in their head. A great product page can’t save a click that was sent to the wrong place with the wrong expectation. So most of this level is about tests on the path between the ad and the purchase, and a few setup rules that make those tests possible.

1. Know the formula that connects ads and conversion

Cost per purchase = cost per click ÷ conversion rate

There are only two ways to make a purchase cheaper: cheaper clicks, or a store that converts better. If you spend $10,000 a month at $1 a click and convert 2% of visitors, each order costs $50. Lift conversion to 2.4% and the same ads cost about $42 per order: forty more orders a month without touching a single creative. (The full math.)

2. Test a presell page or a listicle between the ad and the product

Cold traffic from social often isn’t ready for a product page. Library example: a brand put an editorial presell page in front of cold traffic and conversion rose by about 45%. Another brand tested a listicle with a creator video against its standard product page: conversion rose by about 18% and orders by about 13%. But the same brand also tested a “product hero” page, a big single-product layout, and it lost by about a quarter. A detergent brand saw exactly the same pattern: listicle about +19%, product hero about −10%. The format matters more than the fact that it’s “a landing page”.

3. Make the product page match the ad

An ad for one product should land on that product, with the same visual, the same words and the same offer. Library example: a brand rebuilt the top of its product page to repeat the ad’s message and visual, and conversion rose by about 30% in a three-week test. People clicked because of a specific promise; if they can’t see it in the first second, they leave.

4. If the ad is a video, put the video on the page

People who click a video ad were sold by the video. Then they land on a page with a still photo, and the story stops. Client example: on one client store we swapped the main product photo for a short video. Revenue per visitor rose by about 15%, roughly $85,000 more over the test period, with the same ads.

5. Repeat the ad’s offer on the landing page

If the ad says “free shipping” or “buy two, get one free”, the page has to say it too, near the price. An offer that disappears after the click feels like a bait-and-switch.

6. Send cold traffic to bestsellers, not to your weakest products

New visitors from ads don’t know you. Your bestsellers already have the most reviews, the best photos and proven demand, so they convert strangers best. Lead with them in prospecting ads and keep the long tail for remarketing.

7. Build a dedicated landing page for your biggest campaigns

For a big product launch or your top seller, a page made for that one ad often beats the standard product page. Library example: a mattress retailer sent paid traffic to a dedicated landing page for one bed instead of the normal product page. Purchases rose by about 30% (thousands of visitors per side, about 98% confidence).

8. Advertise bundles and higher-priced bestsellers

An ad for your cheapest product attracts people who want your cheapest product. An ad for a set or a premium bestseller makes the first order bigger from day one, and a bigger first order makes every ad more affordable. (More on AOV from ads.)

9. Test value optimisation in Meta

Most stores optimise for the number of purchases. You can tell Meta to optimise for the value of purchases instead, so it looks for people who tend to spend more. It only works if your pixel or Conversions API sends purchase values and you have enough purchases, so test it against your current setup.

10. Judge ads on ROAS and AOV, not only on cost per purchase

In Ads Manager, add the column “Average purchases conversion value”. An ad with a $40 cost per purchase and a $78 order is worse than one with a $50 cost per purchase and a $142 order. You’d never see that by looking at cost per purchase alone.

11. Use catalog ads if you have a big catalog

Catalog (Advantage+ catalog) ads show each person the products they’re most likely to buy and send them straight to that product page, so the ad and the page match automatically. For stores with hundreds of products, they have been my most reliable campaigns for years. (My catalog ads strategy.)

12. Treat your catalog feed as creative

In a catalog ad, the product title is the headline and the first image is the ad. “SKU 0042” on a dark, busy photo sells nothing; “Black leather crossbody bag” on a bright photo that fills the frame does. And if stock and prices stop syncing, people click products they can’t buy, so check the sync runs at least daily.

13. Test a page built for the person in the ad

If your ads speak to different people (a gift buyer, a runner, a new mum), test landing pages written for each of them instead of one generic page. Library example: a brand sent paid social traffic to pages built around each persona from its ads and reported conversion 60–80% higher and close to double the revenue per click. Another reported about +50% conversion from pages matched one-to-one to each ad. Both are vendor-reported without full test details, so treat them as strong ideas to test, not proof.

14. Test the homepage too, don’t just assume a landing page wins

Landing pages are usually right, but not always. Library example: one store tested sending its ad traffic to the homepage instead of the landing page it had built, and conversion roughly doubled. When your homepage is strong and your range is the selling point, people may want to browse. You only know by splitting the same ad’s traffic.

15. Split the catalog into product sets by price

A $500 product and a $30 product shouldn’t compete for the same budget with the same bid; the cheap one wins every auction. Split into bestsellers, new arrivals, premium and entry-price sets, each with its own budget.

16. Run a bid ladder

Duplicate your broad catalog campaign with a few different bid caps (for example $50, $60, $65 and $80). After two weeks, keep the one with the best return and pause the rest. The sweet spot moves, so repeat every few months.

17. Design your catalog

A plain product on a white background is the default. Adding your price, discount, free shipping, rating and a frame in your brand colours, automatically on every product, has added about 20% to ROAS in my experience.

18. Fewer campaigns, fewer edits

A small budget split ten ways means no campaign gets enough purchases for Meta to learn, and every big edit sends a campaign back into learning. One broad campaign, one remarketing campaign, and a monthly review instead of daily changes, so the traffic you test your pages on stays stable.

19. Judge offer pages on profit, not on conversion

Library example: a brand tested a “buy one, get one” offer page against a science-led page for the same product, mostly on paid social traffic. The offer page lifted revenue per visitor by about 65%, but profit per order fell by about 20%. A discount almost always wins on conversion; the question is whether it wins on what’s left after the discount. Calculate profit per visitor before you scale it.

20. Read your ad comments as customer research

Comments tell you what people love, what they ask and what stops them. Every repeated question (“Does it run small?”, “How long is delivery?”) is a line that belongs on your product page, next to the button.

21. Bring your social proof from the ads onto the site

If your ads collect comments, reviews and customer videos, show the same proof on the page they land on. Library example: a store brought testimonials from its Facebook page onto its website, and transactions rose by about 45% (reported as significant). Continuity between the ad and the page builds trust.

22. Test a comparison page instead of a discount

Library example: a brand split the traffic from the same ad between its usual page and a page that compared its two products side by side with an “I want both” option, without any discount. Conversion rose by about 10% over a month. Helping people choose can beat paying them to choose.

23. Test the hero image and the text size on landing pages

Library example: a landing page that showed a person using the product instead of the product alone lifted conversion by about 25% and ROAS by about 30%. On another, simply making the body text bigger (20px) lifted conversion from cold traffic by close to 40%. Cold traffic skims on a phone; make it easy to read and easy to picture.

24. Show remarketing visitors the products they viewed

Website remarketing with the exact products someone looked at (and similar ones) brings people back to a page they already cared about. It converts far better than a generic brand ad.

25. Test the angle of the campaign, not just the creative

The same products can be sold with a different reason to buy now. Library example: a health brand ran the same sale under two themes, and a “reset” theme beat a “back-to-school” theme by more than 15%. Another store promoted gift bundles “for the people you love” instead of “self-care” and the promotion got several times more clicks. Test the story of the offer before you test the button colour.

Level 2: the whole site (ways 26–35)

These changes appear on every page, so they reach every visitor. They’re also the most dangerous to get wrong, for the same reason.

26. Make the site fast on a phone

Compress images, remove apps you no longer use and avoid heavy pop-ups on load. Every second of waiting on mobile data loses people before they’ve seen a product.

27. Put your free shipping threshold in the announcement bar

Library example: a beauty brand added a sticky banner with its free-shipping offer. Completed purchases rose by about 8% (over 25,000 visitors per side). A clear threshold also nudges order value up.

28. Explain delivery clearly and early

Library example: a store that explained its delivery method in a few simple points saw conversion rise by about 14% and value per session by about 13% (99% significance). “When will it arrive?” is one of the most common reasons people hesitate.

29. Make returns easy to find and easy to understand

A short “Free returns within 30 days” line near prices and in the cart answers a doubt that’s especially strong for first-time buyers, clothing and anything over $100.

30. Offer a guarantee, and say it in plain words

Library example: a jewellery store added a compact banner about its two-year guarantee on product pages. Revenue from visitors to those pages rose by about 40%, and AOV by about 6% (two months, 95% significance).

31. Show the payment methods people already use

Shop Pay, Apple Pay, PayPal and buy-now-pay-later options remove friction at the end. Where and how you show them matters, though; see ways 84 and 85.

32. Show prices consistently everywhere

The price in the ad, on the collection page, on the product page and in the cart should match, including any discount. A price that changes on the way to checkout feels like a trick.

33. Use urgency only when it’s true

Real low stock, a real end date, a real delivery cut-off: those are information. A countdown timer that resets every visit is a lie, and customers notice. (Honest scarcity, tested.)

34. Make it easy to ask a question

A visible contact option or chat on product pages helps on high-priced and technical products. Then read what people ask, and answer it on the page so the next person doesn’t have to.

35. Don’t let a site-wide change run unwatched

A change on every page can hurt every page. Example: on a high-ticket store I test on, one review placed in the cart drawer cut orders by more than half in the first week, so I paused it early to protect sales. (All six tests on that store.)

Level 3: the homepage (ways 36–42)

Most paid traffic should skip your homepage, but returning visitors, direct traffic and brand searches land there. Its job is to get people to a product fast.

36. Give the top of the homepage a product and a clear next step

Example from my own store: we replaced a beautiful but vague homepage hero with four real products, each with its name and one “Order now” button. A few percent more visitors bought, and they spent more per visit. Client example: on another store, adding social proof and a short video about the brand’s mission and production lifted conversion by about 12% and brought roughly $55,000 extra in a month. A video isn’t the problem; a homepage that gives people nothing to do is. (The homepage test.)

37. Set the free shipping target right above the Shop button

Library example: a skincare brand added “Free shipping over $75” directly above the main Shop button on its homepage. Orders rose sharply, close to double in the test period (96% confidence), and AOV rose by about 7%.

38. Add a row of category links at the top on mobile

Library example: a clothing retailer added a scrollable bar of nine category links above its mobile menu. Completed orders rose by about 5% (over 80,000 visitors). A food brand did the same with links to its three flavours and saw orders rise by close to 30%, on a much smaller sample.

39. Show “recently viewed” for returning visitors

Library example: a coffee brand added a “recently viewed” carousel above its bestsellers. Revenue per visitor and conversion both rose by about 13%.

40. Show a few bestsellers with one clear button each

Four bestsellers with a price and one button each give people an easy first click. Keep it simple; a grid of twenty products with three buttons each is a menu, not a recommendation.

41. Say what you sell and why you in one line

A visitor should understand in three seconds what you sell, who it’s for and why it’s better. Clever slogans fail that test; plain words pass it.

42. Move important categories higher

Library example: a publisher moved its category widget from below the fold to above the promotional banner. Revenue per visitor rose by about 13%, AOV by about 11% (not significant, so a direction, not proof).

Level 4: navigation and search (ways 43–50)

43. Give the menu fewer options

Library example: a store cut the number of options in its navigation menu. Conversion rose from about 4.7% to 5.0%, and revenue per visitor by about 9% (above 97% confidence).

44. Try a category page instead of a long dropdown

Library example: a supplement brand replaced a dropdown menu with a dedicated page showing all categories. Revenue per visitor rose by more than 50% (96% significance).

45. Keep the mobile menu simple, and test images carefully

Library example: a clothing brand tested its mobile menu against three simpler versions, two with category images. The simplest version without images won, with about 11% more revenue per visitor. On another store, adding images to the mobile menu lowered conversion by about 2%. On a third, images raised revenue per visitor by about 8%. Same idea, three outcomes: that’s why you test.

46. Show a search bar on mobile, not just an icon

Library example: a fashion store replaced the mobile search icon with an always-visible search bar. Conversion rose by about 20% (about 97% confidence). A pet food store did the same and saw about 10% more conversions. People who search know what they want.

47. Make search forgive typos and show products, not just text

A search that returns “no results” for a misspelling is a lost sale. Make sure results show photos and prices, and check your top searches with zero results every month.

48. Don’t expect quick wins from search suggestions alone

Library example: a fragrance store showed popular searches and products as soon as the search box opened. Revenue per visitor moved by about 2%, not significant. Useful, but not where the big money is.

49. Add a “back to results” link on product pages

Library example: a coffee brand added a link back to the collection or search results on product pages. Revenue per visitor rose by about 5% on mobile, but conversion fell on desktop. Another device-specific result; check both.

50. Link related stores or ranges to each other

Library example: a company with two sister stores added a banner on each one linking to the other. Conversion rose on both, by roughly 30–45%. If you have several ranges or brands, don’t make people search for them.

Level 5: collection pages (ways 51–60)

Collection pages are where people choose. Every product card has to answer “is this the one?” in a glance.

51. Show star ratings and review counts on product cards

Library example: a store added stars and review counts to its collection cards. Conversion rose by about 23% (below 95% confidence). A fashion brand added verified reviews to its product grid and saw purchases rise by about 13% (90% confidence).

52. Mark your bestsellers

Library example: a fashion store added bestseller signals on its collection pages. Purchases rose by about 25% (over 50,000 sessions, 92% confidence). People like to buy what others already chose.

53. Use honest badges that explain value

Example from my own store: most of our products are one of a kind, and a “One of a kind” badge on collection cards lifted orders by about 20%. A badge works when it tells people something true and useful, not when it decorates. (The badge test.)

54. Add category “pills” above the product grid

Library example: a store added a row of buttons to related categories above the grid. Conversion rose by about 24% (98% significance). On another store, the same idea lifted conversion for collection-page visitors by about 50%.

55. Make filters and sorting sticky on mobile

Library example: a barbecue store made its filter and sort bar stay visible while scrolling on mobile. Revenue per visitor jumped, by far more than most tests show, though the source gave no significance. Even if the real effect is a fraction of that, it’s an easy test.

56. Simplify the filter sidebar

Library example: a store selling repair manuals simplified its filter sidebar. The new version beat the old one by about 11% (98% significance). More filters isn’t more helpful.

57. Test a second image on product cards, separately by device

Library example: a coffee brand showed a second image on each product card. Conversion rose by about 20% on mobile and fell by about 12% on desktop, so it shipped on mobile only.

58. Show the unit price where it helps the decision

Library example: a sports nutrition brand added the price per serving to its collection cards. Revenue per visitor rose by about 8% and conversion by about 6%.

59. Order products by profit, not by price

Library example: a home store started showing its most profitable products first instead of the most expensive ones. Revenue per session on collection pages rose by close to 50% (95%+ confidence).

60. Use clean product photos where people compare

Library example: an electronics retailer added a “Discover more” section at the bottom of category pages in two versions. The version with product photos lifted progress to checkout by about 13% (97% significance); the version with lifestyle photos did nothing.

Level 6: product pages (ways 61–82)

This is where most of the money is. In my library, about four in ten published tests are on product pages, and most of the biggest wins answer a doubt right next to the Add to Cart button.

61. Put one strong review right under the Add to Cart button

Client example: a jewellery store with orders around $400 added one real five-star review directly under the button. It brought in about $65,000 more over the test. Cold traffic asks “can I trust these people?” at the exact moment they decide. (The full test.)

62. Feature a review near the decision

Library example: a memorial products store showed one prominent customer review near its buying options. Revenue per visitor rose by about 39% and AOV by about 29%, though conversion fell on mobile.

63. Put a few short lines under the button: delivery, returns, rating, payment

Client example: on my own store, four short lines under the Add to Cart button lifted orders by about 20%. Library example: another store added its rating, free shipping and payment methods under the button and saw conversions rise by about 25% (99.9% significance, about 10 days).

64. Move the free shipping message next to the button

Library example: a furniture store moved “Free shipping and returns” from the top banner to directly under Add to Cart. Orders rose by about 19% (over 1,500 conversions, 99.9% significance). But: a supplement brand did almost the same thing and saw no change at all (over 5,000 conversions). If your visitors already know about free shipping, repeating it won’t help.

65. Show a delivery date or next-day delivery

Library example: a pet store added a next-day delivery message under the product title. Revenue rose by about 27% (95% confidence). “Arrives Thursday” is more convincing than “Fast delivery”.

66. Combine free returns and fast delivery in one visible block

Library example: a jewellery store showed free returns and fast delivery as an overlay on the product page. Add-to-carts rose by about two-thirds on desktop (97% significance).

67. Use a short video in the gallery

Library example: a store added a customer video (UGC) to its product gallery. Conversion rose by about 39% on mobile (97% significance). On desktop, the same change lowered revenue per visitor, so it shipped on mobile only. See way 4 for a client example with a video as the main image.

68. Add a size guide next to the size selector

Client example: on my own store, a size guide and resizing information on ring pages lifted orders by about 20%. Library example: a clothing retailer moved its size guide link right next to the size selector and saw conversion rise by about 22% (a small sample, so a weak signal).

69. Keep size details short, and near the reviews that mention fit

Library example: a sports retailer minimised its size information and moved it next to reviews. Completed purchases rose by just under 4% (99% confidence), even though add-to-carts dipped.

70. Show a preview of the description under the price

Library example: a container store showed the first three or four lines of its description under the price, with “Read more” to expand it. Revenue per visitor rose by about 25% and AOV by about 27%.

71. Don’t put a wall of text above the fold

Library example: a sports store added long, rich descriptions at the top of its product pages. The old pages, without them, converted about 30% better (96% confidence). A preview helps; a wall of text pushes the button down. (Where to place your product description.)

72. Rewrite your product copy from customer research

Library example: a mattress brand rewrote the copy on one bed’s product page based on research into what buyers cared about. Checkouts rose by about 14% (98% confidence). Use reviews, ad comments and support emails as your source.

73. Lead with social proof in the headline

Library example: a store put a social-proof headline above the fold on its product pages. Conversions rose by about 27% overall (98% confidence), and the shorter of two headlines won.

74. Make the Add to Cart button big and visible above the fold

Library example: a fashion brand made its “Add to bag” button bigger and moved it above the fold on desktop. Online conversions rose by about 17% (99% confidence, over two months).

75. Make the Add to Cart button the only one with its colour

Library example: a store where every button had the same colour gave Add to Cart its own colour. Conversion rose by about 18% (no significance reported, so treat it as a direction).

76. Use a sticky buy box

Library example: a supplement brand made its buy box stick to the right side on desktop. Orders rose by about 8% (99% significance). On mobile, a sticky button that opened a small purchase drawer lifted orders by about 5% (98%), while a sticky button that only scrolled back up did nothing.

77. Test your review widget size, and test removing it

Library example: a jewellery store made its review widget bigger on product pages and saw purchases rise by about 58%. Another jewellery store removed its review widget and saw revenue per visitor rise by about 3% and AOV go up. Reviews matter, but where they sit and how much space they take changes the result.

78. Add a “Selling fast” label, if it’s true

Client example: a fashion store added a small “Selling fast” label on the product image of products that really were selling fast. Revenue per visitor rose by about 17%. Honest urgency gives people a reason to decide now.

79. Test your price, not just your page

Client example: raising a price by about 7% lowered conversion a little but made the store about $35,000 more over the test. Library example: a jewellery store tested prices 10% lower and 10% higher. The lower price raised profit per visitor by about 30%; the higher price changed nothing significant. Price tests can go either way. (Why fewer orders made more money.)

80. Show savings the right way

Library example: a clothing retailer showed a savings percentage that varied by product and lifted conversion by about 2.5% (around 700,000 visitors, 99% significance), while a flat “Save 30%” on every product did nothing. On a jewellery store, a “You save $X” line under the price lowered revenue per visitor by about 4%. Test how you present a discount, not only whether you show one.

81. Show the price per unit or per serving

Library example: a sports nutrition brand showed prices per dose, capsule or bar. Revenue per visitor rose by about 18%. A coffee brand showed “Save X% per oz” on its bigger bags and conversion rose by about 40%, even though AOV dipped.

82. Preselect the best option, and use clear choices instead of tabs

Library example: a supplement brand preselected the largest pack in its buy box and saw revenue per visitor rise by about 5% (99% significance). Another store replaced buying-option tabs with radio buttons that showed each option’s benefits; conversion rose by about 25%.

Level 7: the cart (ways 83–91)

People who add to cart have already said yes once. The cart’s job is to keep that yes, and sometimes to make it a little bigger.

83. Use a slide-out cart instead of a separate cart page

Library example: a home store replaced its cart page with a persistent slide-out cart. Conversion rose by about 10% and revenue per visitor by about 12% (about 35,000 visitors per side, 97.5% confidence).

84. Put express checkout in the cart

Library example: a store added express checkout buttons to its cart drawer. Conversion rose by about 35% (about 96% significance). A fashion store added a dedicated Shop Pay button in its drawer and saw conversion rise by close to 50%, while adding only payment icons lowered checkout starts.

85. But think twice about express buttons on the product page

Library example: a premium travel brand added a Shopify express checkout button under Add to Cart on product pages. Mobile conversion fell by about 14% and revenue per visitor by about 20%. Buttons that help in the cart can distract on the product page.

86. Show a free shipping progress bar

Library example: a fashion store showed a free-shipping progress bar with a product suggestion when people added to cart. Conversion rose by about 8.5% (about 3,000 transactions, 99.7% confidence).

87. Add a free gift threshold

Library example: a store added a free gift at a spending threshold in its cart bar. Revenue per visitor rose by about 28% (over 23,000 users, 97.5% confidence).

88. Offer one relevant add-on, not ten

Library example: a furniture store offered a leather-care kit for leather sofas as a one-click add-on in the cart. AOV rose by about $55 per order (over 4,000 transactions). One product that obviously belongs with the purchase beats a carousel of random suggestions.

89. Offer a cheaper second item that completes the order

Library example: a nutrition bar brand offered a discounted pack in a different flavour after add to cart. Conversion rose by about 13% (95% significance).

90. Remove distractions from the cart

Library example: a store removed the extra calls to action from its cart and kept checkout as the clear next step. Conversion rose by about 11% (99% significance), worth roughly $100,000 a year.

91. Make the mobile cart easy to tap

Library example: a sports store redesigned its mobile cart with bigger tap targets and clearer quantity controls. Visits to checkout rose by about 8% and transactions by about 3% (95% significance).

Level 8: checkout (ways 92–97)

92. Show shipping costs and free shipping before checkout

Library example: a store that only revealed free shipping over $50 at step two of checkout tested showing it earlier. The best version lifted purchases by about 50% (99.6% confidence). Surprise costs are the most common reason people abandon checkout.

93. Make the fastest delivery option easy to choose

Library example: a store highlighted express delivery and made its main card payment the default. Revenue per user rose by about 16% (35 days, 95% significance).

94. Don’t add new choices in checkout

Library example: a supplement brand added a box-engraving option in checkout. About 7% of users clicked it, and conversion fell by about 3% (over 300,000 mobile users, 99% confidence). Checkout is for finishing, not for new decisions.

95. Cut fields and turn on address autocomplete

Every extra field is a reason to stop. Remove what you don’t need, make phone optional if you can, and use address autocomplete so mobile users type less.

96. Rebuild the checkout if you’re on Shopify Plus

Client example: for one Shopify Plus brand we rebuilt the checkout: simpler steps, clearer delivery and payment, trust at the right points. Revenue went from roughly $400,000 to over $500,000 a month, with fewer visitors. (What you can customise, and whether Plus is worth it.)

97. Add reassurance where people pay

A short line about secure payment, your returns policy and a real support contact next to the payment step answers the last doubt. Keep it small and true.

Level 9: after the purchase and how you test (ways 98–100)

98. Use the thank-you page

The thank-you page has the most attention you’ll ever get from a customer. Use it for a one-click post-purchase offer, a referral link or a reason to come back, rather than a plain “Thanks for your order”.

99. Run one test per page at a time

Overlapping tests on the same page can’t be separated, especially with a few hundred orders a month. Test one change per page, let it run at least two full weeks, and judge it on conversion rate or revenue per visitor, not on clicks.

100. Test everything in this list instead of copying it

Every example above has a “but” somewhere in my library. Free shipping under the button won on one store and did nothing on another. Review widgets helped one jewellery store and hurt another. Videos won on mobile and lost on desktop. The only way to know what works on your store is to A/B test it on your own traffic, keep the winners and stack them. A steady testing programme typically lifts conversion 10–25% in six months, and winning tests keep paying every month after that.

The examples at a glance

Page	Change	About
Ad → page	Dedicated landing page for one product	+30% purchases
Ad → page	Listicle vs product page (same brand)	+18%; a “product hero” page lost −25%
Ad → page	Offer page vs science page	+65% revenue per visitor, −20% profit per order
Homepage	Free shipping threshold above the Shop button	orders nearly doubled
Navigation	Category page instead of a dropdown	+50% revenue per visitor
Search	Visible search bar on mobile	+10–20% conversion
Collection	Bestseller signals on cards	+25% purchases
Collection	Most profitable products first	+50% revenue per session
Product page	Rating, shipping and payment under the button	+25% conversion
Product page	Free shipping under the button	+19% on one store, 0% on another
Product page	Long description at the top	−30% conversion
Cart	Express checkout in the cart drawer	+35% conversion
Product page	Express checkout under Add to Cart	−14% mobile conversion
Checkout	Free shipping shown before checkout	+50% purchases
Checkout	New engraving option in checkout	−3% conversion

Where I’d start tomorrow

1. Open your funnel and find the step and the device where you lose the most people.
2. Take your top three landing pages from ads and check that each one matches its ad: same product, same visual, same offer.
3. Fix the area around the Add to Cart button: delivery date, returns, one strong review, on a phone.
4. Add express checkout and a free-shipping progress bar to the cart.
5. A/B test each change and keep only what makes more money.

If you’d rather have this done for you, my team finds the leaks, builds the tests with AI and runs them on your store. It starts with a Shopify CRO audit, and the done-for-you Shopify CRO service is built for brands doing $100,000+ a month.