What’s your “hook” – Sell More On Shopify

I wanted to talk to you today about one of the biggest opportunities that you have to get your website prepped for black Friday and holiday season. When I’m talking to store owners I tell them to think about their “hook”. Assume that your visitors don’t automatically want to purchase your product or service and create tactics that serve as a “hook” to turn visitors into customers.

Why you should think differently about your Shopify store

Way too often I’ll talk to people and they’ll say to me, “Hey, I have this really nice theme. I have this nice design and I had this really awesome product pictures.. but no one is buying”.

I’ll take a dive into analytics and may see that they are getting a lot of people to the website. So we think that the ads and copy are pretty good. But no one is hitting the add to cart or checkout button.

And I think one of the issues is thatstore owners look way too positively at our websites, we look at it and we say “it makes total sense to me. Why wouldn’t you need this?”

And in all honesty, I think that Shopify store owners need to start thinking differently and working on various hooks or tactics to make it more than just the website. More than just every other Shopify store or other eCommerce platform where you have a product, you have an add to cart button, you have a description.

So begin to think like your customer and then think about what hooks you can use to turn a visitor to a customer.

One of the biggest ones that I always talk about scarcity. FOMO is real. Therefore the you can build up a product launch, or a product release with a limited time availability tell that story about mention the scarcity around the product.

So let’s say you are launching a new widget – be sure to show your audience the story of how you’re getting from concept to launch. It helps build your brand. It helps build that interest and you can leave the launch date as TBD.

People will start craving for this stuff and asking you “Hey when is that product dropping?”. And more importantly, you can really figure out who are my potential customers or how many people might in fact be potential customers. So then when you do launch, build anticipation with your story and then use scarcity around inventory or urgency around a 24 or 48 hour deal.

This can turn a product launch into a feeding frenzy.

Need Help or want to talk more?

Tell me a little more...

Can you share some details on what you do and what challenges you are looking to solve?


How to start with Shopify One Click Checkout

Let’s talk about Shopify’s new one click check out that they’re promoting, adding to a lot of themes, and recommending be implemented on any legacy themes. Let’s talk about why you implement a one click checkout tactic and how to do it.

So for some background, a lot of Shopify sites back in the day and even stores currently would assume that people are going to add to cart, get to their cart page and then decide if they actually want to check out.

Think about this – Customers are going to gather and remove products after they’ve figured out their options. Consider the customer that says “Okay, I added three things, and I’m gonna only actually get one of these, and then now let’s go and checkout.” That behavior is super important. It’s not gonna go anywhere, but ultimately depending on what type of products you sell there are a lot of people that will come to your site and they know right away, “I’m getting one of these in the single size and I’m checking out. I know a coupon code, I came here from a marketing campaign, just want to get this.” So like most things, make a frictionless for someone
gonna pay you.

So with Shopify’s new rollout of a one click checkout, the idea is that you can basically use your current Add to Cart or Buy Now button that adds products to the order that is in progress and drives the user immedaitly to step 1 of checkout.

This new “One Click Checkout” can go immediately below your current Add to Cart button or next to it depending on where you style the button to show up. What’s super nice about this is that you can send people to step 1 of the checkout process without having to go through the cart.

Even more advantageous to your store is that this feature is dynamic in terms of how it offers payment gateway.
So this means that if your customer is on an iPhone and you have Apple Pay features enabled, instead of saying buy now, you can display a button that says “Buy Now with Apple Pay”.

One thumb print later you basically have a sale!

Some popular gateways to consider include Apple Pay, Amazon Payments, Paypal. Shopify will make the best guess on what payment process will convert the best. The “One Click Checkout” button is branded, and it looks really nice.

Why Should I Use Shopify Dynamic Checkout?

The simpler you make something to buy the more likely you are for people to actually convert because again there’s less roadblocks to checkout and things become more frictionless and easy.It’s actually a pretty simple theme update if you don’t have it.

How to use Shopify Dynamic Checkout?

Read Shopify’s Documentation

You don’t want to drastically impact your website by saying let’s just enable this on every product and see how it goes. So what I would do is I would start with a couple core products. Let’s say two products that both sell pretty well and add this feature to one for maybe a week or two.

What I then would do is use something like Google Tag Manager and I would start to fire an event whenever that button was clicked. So then you can understand how many people are actually clicking my buy now button versus my add to cart. If you see 100 visits to a product that has this on it, you see 75 people clicking the buy now button, you know wow this things gold. It basically prints money.

If you see that it’s really not that widely adopted, again look at how it presents on some of your tests. Is it big enough. Have you styled it appropriately enough so it’s visible to the user? Maybe your products aren’t things that people just buy now.

So use Tag Manager and then you can start to see how often do they click and then look at the conversion rate of visits with those that happen. Fire and even when someone clicks on the buy now button, that one click checkout button.

Now naturally speaking, you are gonna have a higher conversion rate on these visitors, because they’re literally only clicking buy now. So if you want to look at that detail in more look at that metric in more detail, set an event on when anyone’s ever clicked your add to cart button, which you probably should be
doing already, and compare the two.

So if you se that 2% of people that click add to cart eventually reach a successful checkout and then you see okay the people who just literally one click they’re on step one of check out, they converted 5%, well then again, you know you need to do this on all your products. So that is how I would, I guess measure the level of success that this could offer you, but so that’s how its’ done and that’s why you should do it. That’s some
ways to get some data on it.

Need Help With This?

Tell me a little more...

Can you share some details on what you do and what challenges you are looking to solve?


How to start with Shopify product reviews

Ecommerce websites have to overcome the challenge in which customers cannot physically interact with their products. So what’s a great way to face that issue head on? Make it super easy for customers to get more information and to validate the quality and value proposition of your products with (if the title didn’t give it away) Shopify product reviews.

Why should I collect Shopify product reviews

-Increase conversion rate for new customers
-Increase the percentage of orders from repeat customer
-Validate product quality
-Publicize and leverage social proof
Customers are 63% more likely to purchase from a store that has reviews.

So what should I do?

Like everyone else you’re probably a little short on time so invest in an automated solution that asks customers to review the product they just purchased.

Just as you are short on time so are your customers. So offer them a discount for a review which might make them a little happier and may help boost your all important repeat customer rate.

Worst case – you hear negative feedback that allows you to improve your product. More often than not – you may not get a response. The positive reviews (5 stars) basically print money for your Shopify store.

Try this out

Schedule it: Schedule an email 10 days after “fulfillment”. The number of days should allow for some lag for shipping schedules.

Make it personal: It would be a “personal” follow up from “Owner at Your Company” which should get better open rates as it may not appear to be marketing in nature. This sender reinforces the personal request and emphasizes trust and focus on quality.

Make them an offer they can’t refuse: To increase the conversion rate on a review request incentivize reviews with dollar amount off coupon. $5 or $10 is a fair starting point.

Product reviews are important because they play a critical role in converting users, but they also impact organic search. o purchase and show up in search results on mobile so it could drive more organic traffic.

Shopify Product Reviews displaying in Google Search Results

Shopify Product Reviews displaying in Google Search Results

You’ve convinced me – how do I get started?

Step 1: Shopify Product Review App

Required to display on product page

I’d recommend installing the $15.00/month plan for the coupon feature and advanced email customizations for design purposes.

Need Help With This?

Tell me a little more...

Can you share some details on what you do and what challenges you are looking to solve?


How Can I Improve my Shopify Store?

Are you looking for ways to improve your Shopify store? You're not/never alone in that unending search. Here are 5 areas that you should focus on to improve your conversion rate, average order value, and profitability.

Here are three tips to improve your Shopify store.

Tip 1: Improve your Post Purchase Notifications

Post Purchase email is important because you show the customer that you value their entire customer experience - especially the experience after they give you money.

Some people might send a coupon code for a future order - and it helps. My tip is to update ALL of your order confirmation, shipping information etc. to at least not look like every other Shopify stores order and shipping confirmation.

Be consistent with the brand tone and imagery. For example, imagine an brand reinforcing image that says “Your Order is on the way” or "Your Order is being delivered soon!"

Around holiday's or for customer's that are could churn off your list you can try to include a promotional code for future purchases around the holidays.

Why? Just because I purchased from you - doesn’t mean I don’t need to buy other people gifts. I might forget and be in a pinch days/weeks later. Incentivize me to return.

 

Tip 2: Improve your Size Charts and Size Guides

Consider making size charts very visible to your customers. In 2017 I moved a customer's size chart from being in a collapsed accordion to very close to the Add to Cart button. I tracked which customer's interacted with the old size chart and which interacted with the new size chart.

From Black Friday to Christmas Eve customer's that interacted with the new size chart had 28% improvement in conversion rate. They were the same size chart - by making it clear to the customer that they could see a size and then select an option - increased conversion rate and increased revenue.

 

Tip 3: It's never too late to develop Buyer's Guides

To quote the infamous UX (User Experience) - "Don't Make Me Think". Consider your consumers who are gift getters and know that someone they care about would love something from your store. Consider a gift guide that allows customer's to answer some questions about who they are shopping for and promote your best sellers or promote new product lines.

----

 

P.S. If you're looking for help with tasks like this or have specific questions book a FREE call and let's get you back on track.

Sell more on Shopify with Privy

How to increase your conversion rate and average order value using Privy

Privy is one of my favorite Apps on Shopify and I consider it a must use when working on a Shopify website that currently does not build an email list. It's easy to use, cost-effective, and offers me the control I need as a marketer to adjust as I start to see how our message and offer is connecting with customers.

Here are three tips to use advanced features on Privy to sell more.

Tip 1: Sell More on Shopify with Privy by using preabandonment

From working on Shopify sites, I notice that step 1 of a checkout process has the highest abandonment rate. This is typically where customers have to enter their contact information and for some reason - this seems to be where customers have the greatest chance of leaving. To minimize abandonment on step 1 or step 3 use Privy on Desktop devices to provide a discount like Free Shipping or % discount or flat amount discount.

This discount would only target customers with a cart value that is greater than or equal to your average order value.

Don't use this on every checkout because you don't want to simply give away a discount to any visitor but if someone has 2x your average order in their cart - you'd hate to see them move on and "get back to it" at a later date.

In privy set the campaign to only run on Exit Intent and use a unique coupon code to protect your website from showing up on websites like offers.com.

With this live, you should see your conversion funnel increase and more orders!

Tip 2: Use Privy's Magic Coupon Script to automatically apply a discount

A good way to see how good your store is doing is seeing if you show up on offers.com or retail coupon sites. There is a chance you are. That's why you need to use Privy to offer dynamic coupon codes that are one time use.

If you are doing that, I suggest using Privy's Magic coupon script to sell more products. Our customer's aren't necesarily going to write down a twelve character coupon code that won't be easy to recall. Copy and paste on a mobile device can be frustrating. Instead use Privy's Magic Coupon script to automatically apply the discount to that customer's order.

Tip 3: Motivate customers to increase cart value with Free Shipping

*Disclaimer This is useful but make sure you test this to see if it makes a difference on your store. If you have products that are good "add ons" under a certain price point - it's worth using. It all comes down to testing and knowing your audience.

The idea is that you upsell or encouraging someone to "throw one more product in" using a banner oriented at the bottom of the user's view.

Message the offer by talking about how close they are to Free Shipping. Shipping costs are a significant contributor to abandoning during checkout - so use this up sell to take any shipping costs out of the equation.

If you can tell someone that they might "Save $4.00 on shipping if you orders more than $50" they might be incline to toss in a more affordable product because they view it as off-setting the shipping cost.

----

 

P.S. If you're looking for help with tasks like this or have specific questions book a FREE call and let's get you back on track.

How to Customize Shopify Plus Checkout

When Shipping deadlines approach, clearly communicate with customers within the checkout experience on what shipping options will get to their mailbox or door in time

Shopify Plus has a lot of nice features. One nice feature is the ability to customize the checkout experience. All other Shopify plans do not allow for customization to checkout other than what’s available in the theme editor or Shopify settings. Even with access to edit the checkout.liquid file it’s important to note that you can change some but not all parts of the checkout.

Click here to read Shopify checkout.liquid Theme Guide.

Add Custom Content to Shopify Shipping Checkout

How to Change Shopify Checkout.Liquid to display Deadlines On Shipping Page

Use Case: This customization solved two business needs. The first was the interest in keeping users in checkout flow. We didn’t want to see customers abandon checkout to see what shipping options would deliver to them in time for Christmas. The second was to avoid frustration or complaints if a customer selected an option that wasn’t “Guaranteed” to deliver by Christmas.

Disclaimer: I leveraged the examples in Only Growth’s posts about how to customize checkout but added a twist. It’s worth a read and is a great inspiration for other customizations.

Step 1: Add Jquery before the closing </head>

<script type=”text/javascript” src=”//ajax.googleapis.com/ajax/libs/jquery/1.9.1/jquery.min.js”></script>

Step 2: Add the following script before the </body>

<script>
if ($(‘.section–shipping-method’).length) {
$(‘[data-gift-note-html]’).prependTo($(‘.step__sections’));
$( “.checkbox-container” ).show( “show” );
}
</script>

*This means that the content will become visible and move to before .step__sections if the class “section–shipping-method” is present. That is only present when the customer is on the shipping method step in checkout.

Step 3: Set Up and Add Your Content 

For our purposes this promoted shipping options that would deliver before Christmas. Here is the HTML I used that uses the formatting necessary to only show up on checkout.

<div class=”checkbox-container” data-gift-note-html=”” style=”display: none;”>
<div class=”review-block__label”>Shipping Deadline Information</div>
<div class=”section__title”>
<p>
{{Your message goes here}}
</p></div>
</div>

P.S. If you’re looking for help with tasks like this or have specific questions book a FREE call and let’s get you back on track.

How to improve your SEO on Shopify

When I think about Search Engine Optimization I’m reminded of the catch phrase from one of my favorite board games Othello.

It takes a minute to learn and a lifetime to master.

*Disclaimer: I’m not an SEO guru – there are plenty out there. BUT I do have a great understanding of Search Engine Optimization combined with an expert understanding of Shopify. Here are some thoughts on on Search Engine Optimization and Shopify – and I hope these help you be more successful online.

 

Start Here: Read Google’s Intro to SEO

 

You may have heard this cliche before when talking about SEO but it is absolutely true. It’s a marathon not a sprint. It may take months to see progress but progressing is more important than being static in your approach to SEO. Start by having a plan and being mindful of tactics for improving your search rankins.
Also remember, if was short term success was possible everyone would rank number one for a day or two. It’s a long end game, but it’s worth it.
Keywords First:
To improve page rank, it all starts with planning/thinking about the keywords associated with each product, page, or topic you promote on your website. Think specifically about the terms or keywords that your target customer is looking for.
If you optimizing for terms your customers don’t use – you’re wasting your money and worse your time.
Take 5 minutes and write down 10 of the  top keywords or phrases for your website
Don’t be greedy – focus on the most important ones because you can’t win them all.
Once you have your top 10, google them and see who and what shows up.
Do you see your competition? If not, do you know the top keywords your competition is targeting? If not use competitive research to find out.
Take Action: Let’s take your top 10 Shopify Products pages and do the following:

1. Assign a keyword or keywords to the post

2. Review and update the Meta Description of that Post to include that keyword

3. Make sure each image used on these pages have ALT text – Alt text allows Google to see how that image relates to the keyword
4. See if you can find a relevant link to other pages or products within the site
5. Try to customize the URL to include the focus keyword of the page

P.S. If you’re looking for help with tasks like this or have specific questions book a FREE call and let’s get you back on track.

What to do If I run out of stock on Shopify?

We all want to run store where Demand is greater than supply. Sometimes it’s a great thing to reach the point where customer’s come to your site and you are “Out of Stock”. Here are actionable tips you can use if you are concerned you might run out of stock on Shopify.

What to do if I think I might run out of stock on Shopify?

  1. Start with Accurate Inventory: Make sure you are tracking Inventory – you don’t want to still be selling something on the website if it is actually out of stock.

2. Drive demand by promoting scarcity: When you are getting low in stock, drive demand by showing a message when there is limited stock available.

3. Offer Back Orders: Once you are “out of stock” switch your Buy Button to Back Order and make it clear to the user on the product and Cart that the product they are buying will be shipping in a few weeks. Collect payment and process when shipped.

P.S. If you’re looking for help with tasks like this or have specific questions book a FREE call and let’s get you back on track.

What I say when someone asks “Why I’m Not Making Sales on Shopify?”

One of the most common things I hear or read from new Shopify store owners is “I just launched a site but why am I not making sales on Shopify?”. You’re not alone and being an eCommerce store owner is a maturation process. You have to walk before you run. When I come across these situations I ask them a question – “What are you doing to incentivize someone to purchase now?”

Yes of course there is a customer journey in which visitors learn and interact with your brand, mission, values before etc. But you may not have enough time or capital to passively nurture a customer through a 1-3 month journey before they purchase.

Fix the “Why No Sales” problem with the following triggers

Sell your customers on how this product will improve my status:
Customers care about style, size, and shipping rates but only after they think your product satisfies their desires/needs. Let’s say I sell sweaters – don’t make your primary selling point how warm they are (unless that’s your niche). Consider selling me on how “You’ll be the coolest girl/guy around the campfire this fall”. Selling status can offer higher margins than purely functional reasons.

Take Action Now: Take one product and change the description and product imagery and change it so it focuses more on the status or perception a customer’s will get when wearing/owning your product. Think “person with a sweater sitting by camp fire looking relaxed and hanging out with friends/family”

Social proof:
We live in a world where marketing and even social media can be highly curated. At the end of the day we trust people who are just like us. Launch your site with a plan to secure and showcase customer reviews.

From tracking run on client websites, I see that the most read part of a product page is the area that includes product reviews. It really really matters.

Take Action Now: Use a Shopify app like stamped.io to start asking your customers to provide reviews in exchange for a discount. This will increase the “social proof” of your products and increase repeat customers.

P.S. If you’re looking for help with tasks like this or have specific questions book a FREE call and let’s get you back on track.

What We’ve Been Working On for CapeClasp.com: September 2017

I use regular video conferences to align monthly goals with clients. We’re very focused on having our best black friday ever and that includes managing the excitement as best we can with better processes. A key theme is focusing on how to improve the website’s processes and automation with expectation of more orders.

I’ve been helping by: 

  • Showcasing product reviews on featured products and making the product reviews more usable on mobile – for improved conversion rates
  • Implementing better inventory management and reporting by understanding available/incoming by product, available/incoming by product types, and available/incoming by variant.
  • Tracking more about how user’s interact with video
    • Find out if your customers are actually watching your videos, and how it impacts the customer journey? 
  • Tracking the typical scroll behaviors of visitor
    • See how far customer’s scroll to learn if they actually see the content or products you want to promote.

P.S. If you’re looking for help with tasks like this or have specific questions book a FREE call and let’s get you back on track.