Module 9

Website, conversion and order value

15 lessons, 59 stepsOne instruction at a time, each with the result to expect. Tick steps as you go; Helix remembers.

Outcome: a store that turns more visits into sales. It is clear, convincing, easy to buy from, and good at making orders bigger.

In plain words

Stage: Convert (turn visits into sales). Every lesson below is tagged with its stage; see Attract, Convert, Grow.

What it is: How to turn more of your visitors into buyers, and get bigger orders.

Why it matters: If more visitors buy, every ad dollar goes further without spending more.

Do this:

Make the top of each product page clear: what it is, price, reviews, add to cart.

Remove anything that slows checkout and turn on express payment buttons.

Set a free shipping amount a bit above your average order.

Words to know:

Conversion rate: Out of every 100 visits, how many end in an order. 2% means 2 orders per 100 visits.

Above the fold: The part of a page you see before you scroll.

Free shipping threshold: The order amount where shipping becomes free, like 'Free shipping over $100'.

AOV: Average order value: total sales divided by number of orders.

All words are explained in the glossary.

Lesson 9.1: The improvement systemConvert

Why this matters

CRO (conversion rate optimisation) means getting more of your visitors to buy. A simple monthly loop beats random changes, because each fix is chosen for its likely payoff and then measured.

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Step 1 of 5

Score each key page against the checklists in Lesson 9.2 and list every gap.

Expected result

You have a list of missing items per page.

See what Helix found

Lesson 9.2: Page checklistsConvert

Why this matters

Each page type has a short list of things shoppers expect. Missing items cost sales quietly. Above the fold means what people see before they scroll, and on mobile that space is tiny, so it must work hard.

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Check your home page above the fold on your phone: a promo bar (for example "Free shipping over $80"), a simple menu, a banner with one message and a separate mobile image, one clear button, and a trust sign (star rating, customer count or press logo).

Expected result

All five items are visible without scrolling on a phone.

Lesson 9.3: Accessibility basicsConvert

Why this matters

Accessibility means everyone can use your store, including people with poor eyesight or who use a keyboard instead of a mouse. It is good for customers and often helps your Google ranking too.

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Step 1 of 4

Run a free contrast check (for example WebAIM's contrast checker) on your text and button colours.

Expected result

Body text and buttons pass at least the AA level.

Lesson 9.4: SpeedConvert

Why this matters

Most shoppers use a phone, and a slow page loses them before they see what you sell. Only fixes that save a second or more are worth chasing.

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Step 1 of 4

Run your home page and a product page through PageSpeed Insights (pagespeed.web.dev) on mobile.

Expected result

You have a load time and a list of the biggest issues.

Lesson 9.5: Copy that sellsConvert

Why this matters

Copy means the words on your site. Specific words in your customers' own language sell; vague claims do not.

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Step 1 of 4

Rewrite the first line of each product description to lead with the result the customer gets.

Expected result

The first line says what changes for the customer.

Lesson 9.6: Policies and serviceConvert

Why this matters

Good service helps people decide to buy. Clear policies and easy contact remove doubt before it stops a sale.

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Step 1 of 4

Create a sale terms page listing exclusions and dates.

Expected result

Shoppers can check sale rules in one click.

Lesson 9.7: Landing pagesConvert

Why this matters

A landing page is a page built for one ad or one offer. Matching the page to the ad's message usually lifts conversion, and you can test one in 48 hours.

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Step 1 of 4

Pick one type: a listicle ("5 reasons..."), a comparison, a founder story, a bundle builder or a sale collection page.

Expected result

You have chosen a page type that matches your ad.

Lesson 9.8: MeasurementConvert

Why this matters

Measuring shows you where shoppers get stuck. Heatmaps show behaviour, store reports show the funnel, and a fixed checklist finds the cause of sudden drops fast.

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Install a heatmap and session recording tool (for example Microsoft Clarity, free) and watch 20 recordings of mobile visitors.

Expected result

You have noted rage clicks (repeated frustrated clicks), dead clicks (clicks on things that are not links) and how far people scroll.

Lesson 9.9: A/B testingConvert

Why this matters

An A/B test shows two versions of a page to two halves of your visitors, to see which sells more. One change at a time, run to about 95% confidence, makes results trustworthy.

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Step 1 of 4

Pick one thing to change, for example a cart drawer versus a cart page.

Expected result

The test changes only one thing.

Lesson 9.10: Order valueConvert

Why this matters

AOV (average order value: sales divided by orders) decides how much you can pay to win each customer. Raising it makes every visitor worth more, but only if fewer people do not buy as a result.

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Step 1 of 4

Set tiers: free shipping at one amount, a free gift at a higher amount, a discount at a higher one again.

Expected result

The cart shows shoppers what they unlock next.

Lesson 9.11: Shipping psychologyConvert

Why this matters

How you handle shipping changes how much people buy. Surprise shipping costs at checkout are one of the top reasons people leave, while a well-placed free shipping amount makes many add one more item.

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In Shopify Analytics, find your median order value, then set free shipping just above it (often about 1.2 to 1.3 times AOV) in Settings > Shipping and delivery.

Expected result

A free shipping rate appears at your chosen amount.

Good to know

Drawing, not a real screenshot. Labels on your screen may look a little different. Official help: Shopify: set up shipping rates

Lesson 9.12: Promotions without destroying marginConvert

Why this matters

Margin is the share of each sale you keep, and big store-wide discounts eat it. There are better ways to give people a reason to buy.

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Replace your next store-wide discount with a free gift, a bundle, early access for best customers or a loyalty reward.

Expected result

Your next promotion protects margin.

Add it to your calendar

Lesson 9.13: Special casesConvert

Why this matters

Some stores have special needs: expensive products, preorders, video shopping, big catalogues, wholesale or overseas customers. Each has a few proven fixes.

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For expensive, considered products, add comparisons, payment plans, samples or swatches, consultations, and run retargeting (ads to past visitors) for longer.

Expected result

Long decisions have the content they need.

Lesson 9.14: Working with developersConvert

Why this matters

Apps and developers can speed you up or slow your store down for years. A few checks before you commit keep costs and speed under control.

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Before adding any app, check its cost, how much it slows the site, its support and how hard it is to remove.

Expected result

Each new app has passed four checks.

Lesson 9.15: Category patterns from store auditsConvert

Why this matters

Stores in the same category usually miss the same things. Checking your category's common gaps is a fast way to find quick wins.

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Find your category in the table below.

Expected result

You have the list of common gaps for your category.

Good to know

Category	What is usually missing
Clothing	Size guidance, fit reviews, model height and size, outfit suggestions
Kids and baby	Safety proof, age guidance, gift bundles
Beauty and supplements	Clear ingredients, how long until results, rules on before-and-after photos, subscriptions
Accessories and jewellery	Photos that show size, gift packaging, personalisation
Home and living	Dimensions, photos in a room, swatches, clear delivery info
Food	What it tastes like, freshness, bundles, subscriptions
Pets	Proof for specific pets, refills

Self-check

What is the funnel you watch in store reports?
Where should the free shipping amount sit?
Name three alternatives to a store-wide discount.
What do you check first when conversion suddenly drops?

Answers

Sessions, then add to cart, then reached checkout, then purchase.
Just above your median order value (often about 1.2 to 1.3 times AOV).
Any three of: a free gift, bundles, early access for best customers, loyalty rewards.
Tracking and site errors first, then payments, stock, prices and where traffic came from.

Words to know in this module

AOV: Average order value: total sales divided by number of orders.
Conversion rate: Out of every 100 visits, how many end in an order. 2% means 2 orders per 100 visits.
Above the fold: The part of a page you see before you scroll.
Free shipping threshold: The order amount where shipping becomes free, like 'Free shipping over $100'.
Theme: The design template for your Shopify store. It controls how every page looks.
Session: One visit to your store. One person can make several visits.
Funnel: The steps from seeing an ad to buying: visit, add to cart, checkout, order.
Landing page: The page someone lands on after clicking an ad.
Bundle: Two or more products sold together, often with a small saving.
Hook: The first line or first 3 seconds of an ad. Its only job is to make people stop scrolling.
Revenue: All the money customers paid. It looks good, but it is not what you keep.
Margin: The share of each sale you keep after product cost. A $100 sale with $40 product cost is a 60% margin.
Hot audience: People close to buying: they added to cart or started checkout.

All words to know