I started my supplement store last year, but my conversion rate is stuck at 1.8%.
I have a clean website and good traffic, but I’m struggling to turn visitors into customers. Does anyone have any advice on how to improve this?
Hey @marija.lukic
1.8% isn’t bad for supplements actually, category average is around 2 to 3%, so you’re closer than you think. The usual conversion killers in this niche are trust signals, shipping cost surprises at checkout, weak “why us” positioning vs Amazon, no subscription anchor offer, and product copy that reads like supplier descriptions instead of explaining what the supplement actually does for the customer.
Drop your store URL and I’ll take a proper look, hard to give real advice without seeing where the friction is.
Best,
Moeed
Welcome to the community.
As Moed said, your conversion rate is solid. But it depends on how your store actually looks, so we can get some suggestions. And not like in the first replay, you got a bunch of AI-generated suggestions.
So do share a link.
Does anyone have recommendations on how to implement a ‘Build your 90-day routine’ part?
Hey @marija.lukic
1.8% is honestly not as bad as it might feel right now — supplements are a tough niche because people need a lot of convincing before they hand over their card details. The category average sits somewhere between 2–3%, so you’re not far off at all.
That said, there’s almost always room to push it higher, especially if your traffic quality is solid.
The usual suspects in supplement stores are things like weak trust signals on product pages, vague copy that lists ingredients but doesn’t connect them to real outcomes, no clear “why buy from you vs. Amazon” angle, and checkout friction (surprise shipping costs being a big one).
But honestly? It’s really hard to give you anything specific without actually seeing the store. Every site has its own friction points — what kills conversions for one store might not even be an issue for another.
Could you drop the URL here? Happy to take a proper look and give you feedback that’s actually relevant to what you’ve built, rather than just a generic checklist.
A 1.8% conversion rate for a supplement store is actually fairly close the normal ecommerce average, especially in the health and wellness niche where many stores convert around 2-3 percent.
The biggest improvement areas are usually trust, clarity and reducing friction.
Adding real reviews, certification, ingredient transparency, FAQs, guarantees and clear shipping /return details near the Add to cart button can help build buyer confidence. Product pages should also focus more on benefits and outcomes, what the supplement helps with, who its for, how to use it, and why its better than alternatives.
Its also worth checking cart and checkout drop-off, mobile experience and unexpected shipping costs, since these often hurt conversions.
The “Build your 90 day routine” idea is actually strong for supplements. Instead of selling a single product, you can group products around a goal like sleep, energy, digestion or recovery and offer them as a discounted 90-day bundle with an optional subscription. This helps increase both conversions and average order value.
Educational content like ingredient explainers, routines and short videos can also improve trust signals, better product messaging and smarter bundle offers.
Overall, 1.8% is not unusually low, but there’s definitely room to improve through stronger trust signals, better product messaging, and smarter bundle offers.
Looking at the overall conversion rate (1.8%) is not enough. You need to check the conversion rate of each landing page separately. This helps you understand which pages are performing well and which pages are losing customers.
Once you find your best-performing pages, focus more on them first to get faster wins. Then study what is working on those pages like the layout, reviews, product offer, or copy and apply the same ideas to your other pages to help improve their conversion rate too.
Hey, I am Crown Alao, a Shopify development specialist.
I have strong insights about supplement products and how they should be positioned in an online store. Supplement products require strong customer reviews from people who have already used them, as this builds trust and increases conversion rates.
In addition, supplement stores need a strong brand connection through high-quality content. This helps customers clearly understand the value and benefits of the products, which increases their confidence to buy.
Also, supplement products are usually positioned as high-value items because they directly impact health and body performance. For this reason, their pricing should reflect their effectiveness, quality, and the results they deliver to customers.
Hey @marija.lukic
1.8% is honestly not bad for the supplement niche. Most brands usually fall around the 2% to 3% range, so you are already relatively close.
From what I have seen, the biggest conversion blockers in supplements are usually trust signals, weak product positioning, unclear value communication, and checkout friction on mobile.
One thing many brands miss is that customers care more about outcomes and credibility than ingredient heavy descriptions. Strong reviews, FAQs, guarantees, subscriptions, bundles, and clear benefit driven messaging usually make a noticeable difference in this category.
I would also recommend you to analyzing add to cart rate, checkout abandonment, and returning visitor conversion separately because that often reveals where the actual friction is happening.
1.8% is not automatically terrible for supplements, but it is hard to know what to fix until you split the funnel.
I would look at product page view to add-to-cart, add-to-cart to checkout, and checkout to purchase separately.
- If product views are high but ATC is low, the issue is usually trust, claims, ingredient clarity, reviews, or offer strength.
- If ATC is fine but checkout is weak, look at shipping, payment options, subscription/default quantity, and surprise costs.
For supplements specifically, a clean site is not enough. Buyers need proof, safety, clear outcomes, and a reason to believe your product over the 10 alternatives they already know. If you share the site I can take a look and give you a better idea of where the drop off may be.
Hey! Getting good traffic is a huge win, but honestly, traffic is just the awareness stage. In the supplement niche, people are putting these products into their bodies, so trust is everything. To push that conversion rate up, you need to add stronger trust signals to your site, like clearer product messaging about the benefits, clear ingredient lists, and a super smooth checkout process.
The absolute fastest way to build that trust right now is through User-Generated Content (UGC). Try reaching out to some smaller KOLs or KOCs (even those with under 10k followers) and have them test your products. When visitors see real, everyday people taking your supplements and talking honestly about how they feel, it instantly removes their hesitation. That genuine social proof is almost always the exact push people need to actually buy!
Leave me a heart if you find this helpful 
A 1.8% conversion rate actually isn’t bad at all for a supplement store, especially if you’re still optimizing your site and marketing. Many stores in this niche convert somewhere around that range, so you’re definitely not in a terrible spot. That said, if you want to improve it, it would help to look at where people are dropping off. In Shopify, go to Orders → Abandoned Checkouts and see if you notice any patterns
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Are customers reaching checkout but leaving before paying? If so, the issue could be unexpected shipping costs, limited payment options, or a lack of trust signals. Showing live carrier-calculated shipping rates from carriers like UPS, FedEx, or USPS can help because customers can choose the shipping service that best fits their budget and delivery expectations.
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Your storefront design also plays a huge role. Product pages should quickly communicate benefits, ingredients, reviews, and why your supplements are worth buying.
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Running limited-time discounts, bundle offers, or subscribe-and-save options can also encourage hesitant shoppers to convert. If you can share more details about your traffic sources, average order value, and where users are dropping off, people here can offer more targeted suggestions.
Hi, @marija.lukic
A 1.8% conversion rate isn’t terrible for a newer supplement store, but there are usually a few specific areas that hold stores back from moving into the 3-5% range.
Here are the biggest things I’d focus on:
1.Improve trust signals everywhere
A lot of supplement buyers are naturally skeptical, especially with newer brands, so trust matters a ton here. Make sure product pages clearly show ingredients, certifications, reviews, before and after results, FAQs, shipping info, and refund policies without making users hunt for them.
2.Simplify the buying journey
A surprising number of stores lose conversions simply because the cart flow feels clunky. Reduce distractions, keep CTA buttons visible, and make mobile checkout extremely smooth since most supplement traffic is mobile-first now.
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Optimize product pages for intent
Supplement buyers typically want fast, practical information before purchasing. If users have to search too hard to understand benefits, usage, safety, or expected results, many will leave before adding to cart. -
Work on site speed, especially mobile
Even a visually clean site can still feel slow because of oversized images, apps, sliders, tracking scripts, or heavy themes. Small delays during product browsing or checkout can hurt conversions significantly
A lot of stores already have enough traffic - visitors just aren’t getting pushed smoothly enough toward checkout.Once the mobile experience, product clarity, and buying flow improve, conversions start improving naturally too.
If speed optimization is something you don’t want to manage manually, Website Speedy is another option you could look into , it is completely optional to use.
Disclaimer: I’m affiliated with Website Speedy
Just try running some limited-time discounts. but don’t just slash prices forever or you’ll kill your margins and look desperate. maybe do a “launch week” special or a specific discount code for the first 100 orders to get the ball rolling.
@marija.lukic Firstly, check whether you are targeting to right audience for the business/products showcased on your store.
Secondly, are you promoting products on social media platform.
Hey, I had a similar issue before where one of my replies was temporarily hidden too. In many cases it’s just the system being extra careful with new or active accounts. Usually once a moderator reviews it, the post gets restored without any problem.
One thing that helped me was keeping replies more natural and discussion-focused instead of adding too many links or repeating similar wording across posts. After that, approvals became much smoother.