Everyday, I see lots of people asking feedback on forums and portals about their issues with their Shopify store conversions. It’s a real struggle for most. I see lots of you talking about how you are getting traffic but no sales, or very little results.
I routinely check lots of stores from these forums, and for years I have seen the same problems coming up again and again that prevent lots of you from getting sales. Most of those problems, fortunately are pretty basic problems. Having worked professionally with lots of people, analyzed and researched thousands of Shopify stores, I might be in a position, as a professional designer, marketer, and online advertising specialist, to shed some light for those of you who struggle everyday with your lack of results.
And I don’t blame you. Lots of people come to Shopify after completing a course about dropshipping, which is a great introduction no doubt. Unfortunately most people teaching this model leave out a lot of things required to get results in this business.
And “Business” is the key word here.
Why? Because dropshipping is simply a Logistics Model, not a Business Model. Even though lots of people think of if as a business model, dropshipping only takes care of the product sourcing and fulfilling part, which is only about 20 - 25% of your whole Business. There are many other things you need to keep taking care of constantly besides it.
A mayor piece of your Shopify store puzzle is actually the STORE part, specifically it’s ability to convert the visitors you send to it. Which explains why you might be spending lots of money on ads and working on your social channels only to have visitors bounce off in a couple seconds.
I plan to address this mayor piece (known as Conversion Optimization) here in this post.
The idea is to give you a roadmap or a Checklist you can refer to, in order to determine where your store is going wrong so you can adjust accordingly, and as I said earlier, many of these things are fairly basic but easy to miss for lots of people. So bookmark this page, copy it or save it somewhere you can go back to it.
Hopefully I can be useful for you today. Let's begin.
Before telling you specific elements on your store to address, allow me to give you a brief perspective that will help you see things more clearly and put you in the right path. I’d start by telling you this:
You are in a business.
I know that you know that but give it another look, then let’s focus more deeply on it:
You are in a business, and business is about getting the best deals. More specifically, your customers want the best deal. Your customer wants something that’s better, or cheaper, or more valuable, or higher quality, or special or anything but they’re looking for what’s BEST for them. Their mindset is more often one of comparing your products and store against others, instead of just learning about this product you’re offering and having a sudden desire to purchase right there.
How this applies to you and your store?
Well, it means you should focus on presenting yourself, your product and your store as the best option for your potential customers.
You should focus on arranging your store with the PRIMARY objective of making it easy for your visitors choose your products over others.
For that to happen you need to be clear about what you offer, show it clearly, emphasize your unique features, show why you’re better, show you’ll take great care of them and support them, etc. Above all, display professionalism and authenticity.
You’re in business, so present yourself as the best option and they’ll choose you. I can’t even begin to tell you how many stores I find everyday here asking for feedback and when I check them, they are very far from being the best option for their visitors.
They look incomplete, lazy, scammy, like put together with minimal effort or in a rush, using bad or generic pictures, confusing design, no clarity about what they offer, no way to get support or even how customers can contact them or ask for help, and the list goes on and on. It ultimately shows no commitment to their business, no seriousness. Starting to see the problem your store might have?
So let’s move into specific things you can do to fix this.
Store Conversion Checklist:
Please check each of the items below against your store and see how many “points” your store accumulates. Then if you wish, leave a comment below with your “ranking” like this:
Your store url: xyz.com
Ranking: 10/17 or 10 points
1. Are your product images high quality?
Images basically make or break stores. People are attracted to ideal depictions of what they want so it’s essential your images are of top quality and look great. This includes images of your products and your site overall.
To check: If your images are blurry (out of focus), pixelated (have visible little squares), have watermarks not coming from you (brand logos, supplier logos), confusing (not showing clearly your product) or don’t have a defined style (same photography style, same colors, sizes and format), then this is something you need to address asap.
Take a look at your store images, and if you have all this above fixed then give yourself +2 points.
2. Are your product descriptions clear and detailed?
This is an area I’ve seen many people fail. Your descriptions should be enticing, detailed and cover all the information your customers are looking for. As previously mentioned, they’re mostly comparing your product and store against other options, so give them relevant information so they can choose you.
To check: Your description should have pharagraphs talking about your product in detail while using persuasive words that describe them clearly. It must also have bullet points detailing the characteristics of the product, what it contains, the materials, the package, etc. Please, never place a description copied from your supplier without any modification whatsoever or worst, never leave your description empty.
If your product description has all this elements, give yourself +2 points
3. Are your delivery times fast or clear?
These days people are getting more and more accustomed to fast shipping times. But it’s also true that lots of people are willing to wait longer for something they want, specially if it’s unique and they can’t get it somewhere else.
To check: Since you’re not Amazon, I wouldn’t expect you to deliver Next Day. Anywhere between 2 to 7 days is acceptable. The faster the better. But if you deliver items in a couple of weeks to a month (i.e. dropshipping), still be completely clear about your delivery times. Forget about what gurus say and don’t hide this info. People might accept you taking longer, but if you don’t tell them and they’re mistakenly expecting something faster than you can deliver, they’ll get desperate and very angry with you.
If your delivery times are in line with this, give yourself +1 point.
4. Are you displaying support info on your product pages?
People look at lots of information when purchasing, not just the product characteristics (again, they’re comparing). They want to know how fast you deliver, how you do it, how is the item packaged, what it contains, how to clean or take care of the product. If it’s clothing they want to know how it fits. Do you have a size chart? How can they return it if it doesn’t work like expected? And a long list of questions. Your job is to answer this beforehand so they can be sure what they’ll purchase, or else they just won’t.
To check: Do you have supporting info on your product description about how it will be delivered? How it will arrive? How do you clean it or maintain it? How can it be returned? Do you provide warranty? If it’s clothes, do you have a Size Chart?, is there a FAQ about other things people often ask about or want to know?
If this above is in order, give yourself +1 point
5. Do you have product reviews?
It’s very difficult for customers to buy products others haven’t tested and found safe to buy. Customers want to know others had their orders arrive on time, item is good quality, serves its purpose and everything ended up ok. Reviews take care of that.
To check: Does your store has several reviews on each product? Are your reviews genuine and free of typos? Do you have reviews imported from your supplier if you dropship or do Print on Demand?
If you have this taken care of, give yourself +1 point
6. Is your store checkout process functioning and looking perfectly?
Your checkout process needs to be straightforward and perfectly functioning. There’s a reason why Shopify doesn’t allow you to modify your checkout page as easily as your store. This is a sensitive step on your customers journey and any hiccups, errors and funny elements can prevent you from selling or even make your store’s transactions less secure.
To check: Is your checkout process functioning properly, fast, free of errors, without any gimmicky apps like countdowns, badges, etc? Also are your Order Confirmation email messages setup correctly?
If yes to all above, then give yourself +1 point
7. Does your store's logo represents you well?
Having a quality logo that represents your brand is essential. A logo is like your face so you don’t want it to look careless or confusing. Free or cheap logos don’t make you any favors, though is better than having nothing or just the name of your website. Keep in mind that the primary objective of your logo is to be recognizable and memorable.
To check: Is your store logo attractive, clear and inline with your store objective and products? Can it be read and remembered easily? Does it look good quality?
If you have this solved, give yourself +1 point
8. Do you store has a clear and unique value proposition?
This one is often overlooked. As mentioned a couple times already, your customers are looking to see if you’re the best option for purchasing what they want. In that sense, you need to craft a clear “value proposition” that can be understood easily and place it on your Hero banner, product descriptions, about pages, (even social media and advertising efforts). This “value proposition” consists in “what you sell” + “what’s unique or special about purchasing from you”. This is basically a “single sentence tagline”.
To check: Do you have a “unique value proposition” greeting your customers right away on the Hero banner of your store? Do you emphasize this unique value proposition on your product pages? Do you talk about it on your about page?
If yes, then give yourself +1 point
9. Is your store’s Loading Speed is around 5-8 seconds?
The issue with loading speed is twofold: First is about the attention span of people (currently visitors start abandoning your site if it takes over 5 to 8 seconds to load). Second is about trust on your site. Is annoying when you go to a site and it takes forever to load each page, or if it’s glitchy and things doesn’t work right. That also raises suspicions for your visitors which substantially reduce their desitre to purchase something from “this store that’s acting funny”.
To check: Does your store loads fast and is free of glitches and errors? Have you tried checking your store’s performance on different devices to see how it’s working?
If everything is working right, that’s an extra +1 point
10. Is your store’s design responsive?
I’m sure you know this but It’s worth reminding that oyur store needs to work across the different devices available. Mobile browsing already surpassed desktop browsing some time ago, so your store must be ready for all devices and can’t break across them. Though it depends on your niche which is your main device (desktop vs mobile). What’s best is to check your analytics and see where most people are coming from to your store and design mainly for that.
To check: Does your store works flawlessly across all devices? Is it ready for mobile, desktop, tablets?
If it does, give yourself + 1 point
11. Is your store design high quality?
The most important aspects in this category are readability and clarity. You need to keep a clean, easy to navigate store with some personality. Too many confusing or hard to understand elements scare customers away or they just won’t bother trying to decipher things and leave. Remember their attention span is short.
To check: Is your store easy to navigate? Is it easy to understand? Is it clear and simple and to the point without many shiny and complex decorations that don’t add much to their functionality?
If everyting is perfect on that front, then give your self another +1 point
12. Is your store navigation useful?
This is unfortunately an afterthought for lots of people. Is worth remembering that you need to make it easy for your visitors to get what they want, but so often I find stores with a couple of links on their navigation, leaving their customers with very few things to do, other than leave. Your menu should show ways fro your customers to explore your store, show them offers, find easy help or access the most frequently visited areas of your store.
To check: Do you have a useful, complete and easy to follow menu on your store? Does your menu includes your most visited pages of your store? Does it make it easy for your customers to find help and support? Have you eliminated unnecessary items on you menu?
If all this is done already, give yourself +1 point
13. Do you display easy ways to contact you and get support?
This is a common problem found on many stores. Some people just forget this simple step and this cost them many sales because your customers basically think “Where will I even contact these people if something goes wrong?” I can’t even begin to tell you how many stores I find without a single email for their customers to communicate with them.
To check: Does your store has an easy way for your customers to communicate with you via email, phone, chat, etc? Have you listed support information and availability like your support hours or a system to solve problems and issues? Do you have a FAQs section on your store?
If you have this part addressed, that’s another +1 point
14. Do you have your store policies in place?
This is a must. Your store needs to provide access to your Terms & Conditions, Privacy policies, Shipping Policies, Return Policies, etc. These pages are essential to create trust and confidence on visitors. You can use the template on the Shopify settings to create them easily.
To check: Does your store has this Policy pages setup already?
If yes, then that’s another +1 point
15. Does your store has your about info available?
This is a natural train of thought for most visitors. As soon as they check a acouple things they’re interested, they wonder Who is behind this products and store. That’s where your about page comes in and why it’s important. customers are basically asking themselves if this seller is a trustworthy vendor.
To check: Do you have an About page talking about you, your brand, your unique “value proposition”? Does your About page lets your visitor know about your story, how you came about creating your store and why?
If you have this part done, then that’s another +1 point
So there you have it. I hope this is of great help for finally giving you a clearer picture of what your store might be missing to get more sales and conversions.
Be well, and remember to leave a comment with your Ranking below.