Set up your Shopify Store to Convert

Ben Tippet

Struggling with your Shopify store setup? Whether you’re an aficionado of online shopping or a fan of physical retail, customer experience is paramount. We’re not referring to those shoppers who relish the hunt in a cluttered second-hand store, seeking a vintage treasure like an archaeologist unearthing a fossil. Those customers have time to spare, and the search might be more thrilling than the discovery itself. Instead, we’re focusing on the customer who craves a straightforward and effortless shopping experience. The customer who desires to find what they need online, at any time. If this resonates with the experience you want to offer, you’ll benefit from these straightforward tips for setting up your Shopify store.

Shopify Simplifies the Process of Creating an Online Store

Globally, over 1 million merchants rely on Shopify to market their products, both tangible and digital. With business models like dropshipping, you don’t even have to be the product creator. You can mix goods you manufacture with those produced by others. Reflect on your target audience and product niche, and concentrate on crafting an exceptional customer experience. We can borrow strategies from traditional brick-and-mortar retailers, and even a stroll through your local supermarket can provide insights into how to organise and market in your Shopify store.

Tips for Configuring Your Shopify Store to Enhance Conversion Rates:

STREAMLINE YOUR STORE LAYOUT

The design of an online store holds as much significance as that of a physical store. An excess of clutter on your pages can bewilder customers, leading them to feel overwhelmed by choices and ultimately click away. Maintain a clean and simple layout. Begin with your primary category pages (which also aids in SEO), and then delve into more specific details. Streamline Your Store Layout for a More User-Friendly Experience.

INTEGRATE SEGMENTATION INTO YOUR WEB DESIGN STRATEGY

When considering what and who you are selling to, there are several methods to segment your products. Reflect on your customer’s purchasing behavior and how they might make a buying decision. Once you’ve established a segmentation strategy, be consistent with it. You might choose to divide your store based on factors like customer demographics, brand, occasion, personality style, or functionality. For example, if you decide to launch a store specialising in sports goods, your segmentation might appear as follows: Category pages for Shoes, Workout Wear, and Equipment, with a dedicated page for Shoes.

Product Pages:

  • Men’s Shoes
  • Women’s Shoes

Alternatively, we can organise the pages by categories, focusing on customer interests:

Category Pages: Running, Hiking, Tennis

Category Page 1: Running

Product Page 1: Asics (organised by brand)

Product Page 2: Nike

The primary goal is to ensure a seamless shopping experience for your customers. Therefore, it’s crucial to maintain a product layout that’s both simple and intuitive.

THE IMPORTANCE OF CONSISTENCY IN CUSTOMER EXPERIENCE

When it comes to the setup of your Shopify store and web design (or any other customer interaction), consistency is key. From a design standpoint, this involves implementing your brand’s style guide across all pages (our in-house design team is here to assist you). Below are some vital branding elements where consistency plays a crucial role:

Imagery – Consider the narrative of your product. Are you opting for a clean, white background, or showcasing your products as part of a styled outfit, or perhaps both? The imagery you choose helps tell your product’s story.

Brand Colors – Ensure consistency by using the same color for all buttons, links, and headings. This uniformity strengthens your brand’s visual identity.

Brand Fonts – Select fonts that are not only easy to read but also consistent in size across different text elements like headings and body copy. They should also be compatible with search engines, often referred to as “Google-friendly.”

Tone – Your website’s copy should reflect your brand’s personality. Striking a balance between creativity and search engine optimisation (SEO) is crucial. Remember, personality matters, but clarity and simplicity are key.

Service – Including FAQ pages and crafting straightforward customer service experiences will help customers know what to expect when they transact with you. Clear communication builds trust and enhances the overall customer experience.

LEVERAGE SHOPIFY APPS FOR A SUPERIOR WEB EXPERIENCE

Shopify’s ability to integrate various apps to enhance both the customer journey and the commerce experience for entrepreneurs is something we truly appreciate. Below are some of our top picks that can transform your potential customers from “merely exploring” to “actively purchasing” that extra item.

Sales Badge Apps: Utilise sales badges to indicate a product’s status, such as a best-seller, nearly sold out, or part of a special offer like free shipping. This guides customers in their buying decisions even before they reach the checkout.

Bold Upsell: Remember the famous phrase “would you like fries with that”? This renowned sales tactic can be replicated in your Shopify store. Bold upsell involves highlighting a complementary product at checkout. According to Shopify, 10 to 30% of all e-commerce purchases stem from upselling or cross-selling products.

Pop-up Notifications: Employ pop-ups to inform customers about stock levels, current viewers of an item, or recent purchases. This strategy can ignite social proof, create a sense of urgency, and boost sales. Yes, FOMO can be a powerful ally for your online business.

Google Shopping Feed: To be discovered by the search giant, you might consider Adwords or optimising how your products appear in search results. Features like displaying products in multiple currencies across various countries offer real opportunities to expand globally from your local base. The good news? Our team at Perth Digital Edge, who are Google and Shopify experts, can handle the setup while you focus on product selection.

Pre-Order Manager: Planning a new release or testing a novel concept? The Pre-Order Manager app assists you in managing customer demand and inventory levels.

Product Reviews: Foster trust with product reviews. They not only provide social proof but can also help you refine product descriptions based on customer feedback (e.g., mentioning sizing details at checkout to ensure a perfect fit).

Stock Inventory: Say goodbye to spreadsheets and redundant data handling! When setting up your Shopify store and web design, we consider both the customer and the business. Shopify’s free stocky app aids in managing stock levels, even forecasting for seasonal best-sellers. If you operate both physical and online stores, you can manage stock between locations seamlessly.

By embracing these apps, you can create a more engaging and efficient online shopping experience, aligning with both customer needs and your business goals.

CLARITY COMES BEFORE CREATIVITY

A fatal mistake many business owners make when communicating what they have to offer their customers is forgetting to put boundaries around creativity.  Without them, customers become confused and don’t understand what you want them to do.   The impact on business here can be an increase in customer service requests or a loss of revenue. The great news is, our in house creative team can help you balance your creative urges to say something like “beautification awaits” on your shopping cart button with the simpler, yet still creative  “ add to cart, darling”. Check it’s easy for people in these core areas:

  • Prompt User Actions (such as “Add to Cart” buttons, VIP newsletter subscriptions, and more)
  • Simplify Shipping Options (including clear details on returns)
  • Utilise Recognisable Payment Symbols (consider incorporating logos for trust)

INTEGRATE PAYMENT PLANS INTO YOUR SHOPIFY STORE DESIGN

With the emergence of platforms like Afterpay and Zippay, customers now have alternatives to traditional credit cards, allowing them to receive their products and engage in flexible payment plans. This strategy can enhance conversion rates for your store.

ENGAGE AND RETAIN YOUR IDEAL CUSTOMERS

Ever heard the phrase “Hey, Big Spender?” Your Shopify customer database is a powerful tool that helps you understand your existing customers and target those who simply can’t resist your offerings. With the aid of marketing analytics, we can create a lookalike customer audience, connecting you with individuals most likely to make a purchase. Sounds appealing, doesn’t it? If you’re seeking a strategy that minimises guesswork and maximises success in setting up your Shopify store, our team at Perth Digital Edge is here to help. We specialise in designing sites that attract, retain, and grow a customer base, leading to increased sales. Reach out to the Shopify experts at Perth Digital Edge and find your digital edge today.

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