This episode cuts through the noise of beautiful but underperforming Shopify themes, offering a direct path to boosting conversion rates. Shaun Brandt reveals how to diagnose and fix critical usability issues, emphasizing that true optimization comes from understanding user behavior and site speed, not just aesthetics. Ecommerce operators will learn actionable strategies for identifying conversion roadblocks and implementing data-backed solutions.
Key takeaways
Prioritize Shopify themes advertised for high conversion rather than just aesthetics, as Shopify's vetting doesn't cover in-depth usability.
Optimize site speed by compressing images, removing unused JavaScript from old apps, and being selective with front-end apps like review widgets that can add bloat.
Conduct user testing with specific tasks (e.g., add to cart, checkout) to identify friction points. Don't shy away from testing with non-target audience users if on a budget, as fresh eyes are valuable.
Implement a structured approach to conversion optimization: perform usability testing, prioritize identified issues by impact, and A/B test proposed solutions to validate their effectiveness.
Recognize that conversion rate benchmarks vary significantly based on traffic source (SEO, social, paid ads), so avoid comparing apples to oranges when evaluating performance.
Shaun Brandt from oddit.co is an expert in website conversion. Trevor talked to him about how to boost the conversion rate by removing barriers to the online purchasing experience
Problem with Shopify templates
As themes are easy to install on Shopify, there is a tendency to think that the themes are optimised for conversion. Many themes are aesthetically pleasing at the expense of the user experience.
Choosing a Shopify template
Using a template which advertises itself as having a high conversion rate is an excellent place to start when choosing a template.
Whilst themes do go through a vetting programme to be accepted in the Shopify store, this does not include usability testing other than passing some basic tests.
Speeding up your site
Site speed is a vital factor in conversion rate. Factors which slow the site down include: Images which are not web optimised Unused JavaScript from uninstalled apps. Front-end apps, e.g. reviews, sliders etc Benchmarking site performance
Your conversion rate will depend on your traffic source and add strategy. For example, if you get your traffic mainly from SEO or social or paid search, you will have very different conversion rates
The best way to benchmark your site's performance is to stop looking at the site yourself and do some user testing. Set users tasks on the site, e.g. add a product to basket and look at where they are struggling. If you have a limited budget, there is no need to get people from your target audience, just people with no site experience.
Solving usability issues
Shaun recommends the following process for solving issues with the site Perform usability testing Make a prioritised list of issues with the site as identified in your testing Use A/B testing to try out different versions of th
What does this episode say about shopify & ecommerce platforms?
Prioritize Shopify themes advertised for high conversion rather than just aesthetics, as Shopify's vetting doesn't cover in-depth usability.
What does this episode say about conversion & cro?
Optimize site speed by compressing images, removing unused JavaScript from old apps, and being selective with front-end apps like review widgets that can add bloat.
What does this episode say about analytics & attribution?
Conduct user testing with specific tasks (e.g., add to cart, checkout) to identify friction points. Don't shy away from testing with non-target audience users if on a budget, as fresh eyes are valuable.
What does this episode say about shopify & ecommerce platforms?
Implement a structured approach to conversion optimization: perform usability testing, prioritize identified issues by impact, and A/B test proposed solutions to validate their effectiveness.
What does this episode say about shopify & ecommerce platforms?
Recognize that conversion rate benchmarks vary significantly based on traffic source (SEO, social, paid ads), so avoid comparing apples to oranges when evaluating performance.
