Here is the simple mental model I use to blast 8 figure DTC brand’s conversion rates to the moon.

No fluff. Let’s dive straight in.

There are only two questions you need to ask yourself when it comes to improving your sitewide conversion rate:

Question #1: Where is the biggest drop off in the user journey?

Maybe people are starting on your homepage but not clicking through to a collections page.

Maybe they reach a collections page but aren’t then viewing a product page

Maybe they make it to a product page and are not adding to cart.

Maybe they reach the checkout but don’t purchase it!

Every store has one major bottleneck that can quickly be identified by looking at Shopify analytics data.

Once you’ve identified the biggest drop off, proceed to question #2

Question #2: Now that I know the biggest drop off, what can I “add, remove, or improve” on this page to make it more efficient!

Let’s say your biggest drop off is add to cart rate, people are viewing the product page but not adding to cart.

We will now look at things we can “add, remove, or improve” on the product page to increase our add to cart rate

Here are some examples of adding things on a PDP to improve conversion rate

1. Credit card logos below add to cart button

2. Shipping times and delivery date clearly communicated near the add to cart button

3. UGC and social proof near the add to cart button

4. USP’s such as “lifetime warranty, 24/7 customer service, and no animal testing” clearly displayed near the add to cart button

Here are some examples of removing things on a PDP to improve conversion rate

Outbound links such as a link that leads to a “shipping policy” pageDuplicate content, I see this so often. People think that more content on a product page means more sales and end up repeating the same words, spun in a different way, multiple times through the page. This only confuses usersUnnecessary pop ups and widgets. Looking at you email marketers! Make your pop up display on exit intent only! It hurts conversion rates!

Here are some examples of improving things on a PDP to improve conversion rate

Lifestyle imagery, especially for fashion brands. Have images of people wearing or using your productMove your testimonial section further up the page, tested this many times, guaranteed increase in conversion rateCopy: keep it short and sweet. Remove fluff words or excessive use of adjectivesHeadlines: identify the “big idea” of your product AKA the #1 reason people buy and communicate that in your headline

The list could go on and on!

But this is the simple mental model I use when it comes to improving conversion rates.

This is why 1 in every 3 split tests I run is a winner. For context, the industry standard is 1 in every 7 tests are successful.

Need help improving the conversion rate of your ecommerce store?

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