Part 1 - Website Optimization: Conversion Rate

Hey Beauty Boss,

Last week, we talked about improving your website with SEO. I talked about where to add SEO, what backlinks are, and the SEO app I use for my store. If you want to learn more, click here.

This week, I’m starting a 6-part series on Website Optimization.

First, we’re talking about your conversion rate. This matters because your conversion rate tells you how effective your website is at turning visitors into buyers. If you are running an online business, your conversion rate is something you want to be aware of at all times.

What is a conversion rate? A conversion rate is the percentage of people who visit your website and actually make a purchase. So if 100 people visit your store and 2 buy something, your conversion rate is 2%.

There is a general conversion rate and then a conversion rate per landing page. Your overall store conversion rate gives you the big picture number, but when you break it down by landing page, you can see exactly where people are converting and where they're dropping off. Your homepage might convert at 1% while a specific product page converts at 4%, and that tells you something very different than just looking at the overall number alone.

Where do you find your general conversion rate? You can find this on the Home tab of your Shopify store. You can sort this by day, week, month, quarter, or year. You should look at each timeframe to see if you can identify any trends. This groups every landing page conversion into 1 rate. This is helpful, but doesn’t show your specific homepage conversion rate.

How do you find your conversion rate for each landing page, including your home page? Under your analytics tab, you run a "Sessions by Landing Page" report.

Analytics - Reports - Sessions by Landing Page

You will need to make sure you add “conversion rate” to your metrics if it’s not already on there.

Tip: It is also helpful to see your sessions, add to cart rate, and checkout conversion rate so that you can see what’s happening along the sales path. For the sake of time, we will not go over this today.

You're going to want to look over your conversion rate for your home page specifically.

How to interpret where you stand:

Below 1.5% — significant friction, needs immediate attention
1.5% to 2% — below average, your site is working but leaving money on the table
2% to 3% — average, room to improve but not critical
Above 3.2% — outperforming most competitors in your space

Typically, when websites have a low conversion rate after landing on the home page, it’s because:

Messaging is unclear
Little to no social proof
It’s not visually appealing (busy or hard to read)
No clear next step (weak or missing calls to action)
Slow load time or poor mobile experience

We will discuss how to fix this later in the series. Today’s goal is to identify how well your website is converting visitors to buyers.

What’s next in our 6-part series on Website Optimization:

Part 1: Your conversion rate may not be as bad as you think

Part 2: Are the wrong people landing on your site?

Part 3: How to make your homepage stand out
Part 4: Key elements of a top-tier collection page
Part 5: Find out what your product page is missing
Part 6: You're losing sales because your website doesn't do this

Reply to this email with questions or topics you'd like me to cover—I read every response!

With love,
Danielle | The Surrendered CEO
naturallycreatedwholesale.com

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Meet Danielle

I'm Danielle, The Surrendered CEO. I help Christian beauty bosses build profitable businesses with Christ at the center. I run both a retail skincare brand (Naturally Created 4 You) and a wholesale company (Naturally Created Wholesale), so I know firsthand what it takes to build, scale, and sustain a product-based business. I share weekly business tips through my Beyond Skincare Journal.

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