Eight ways to increase sales with Shopify
Shopify is a very popular ecommerce website platform that offers a multi-faceted solution for retailers right out of the box. It’s one of the most straightforward ways to set up an online store but Shopify does require a specialist marketing approach in order to get the most possible out of the platform.
We’ve worked with many retailers to build and improve Shopify websites. Our approach has been developed with the experience we’ve gained over our 15 years of assisting ecommerce businesses to increase their traffic and revenue. Read on to discover some of the tips and tricks that we’ve used successfully to grow audiences and increase sales.
1. Migrating to Shopify
If your website is brand new, you can ignore this step, as you won’t be migrating an existing site from another platform to Shopify. If you are moving your website from something like WooCommerce or Magento, careful advance planning is required. Some of the things to consider will include:
- Taking the best elements from your old site, and highlighting the worst elements to ensure they are improved on the new platform
- Export your customer and sales data to help give you a head start once the sites have changed over. What are the best performing products/categories and how can the buyer journey for these be replicated and/or improved on the new site?
- Unless you are going for a total rebrand at the same time, you’ll want to keep some elements of your old design in your new site, so that it looks familiar to returning customers and they can easily find what they need
- Carry out a full analysis on your old site and the analytics data and history you have. Look at:
- What are the issues that stopped people converting on your existing site? How can they be fixed?
- What are the niggles that you have with the existing site from an SEO or usability point of view? Can these be resolved on the new platform?
- What user journeys do you want to recreate on the new site? Can you rebuild the most common pathways to completed purchases?
- What are your most important traffic sources and which pages do most of your customers land on before going on to make a transaction?
- Where are most of the inbound links pointing to on your site? This is content you’ll want to make sure is also on the new site.
2. Shopify SEO
Great SEO is planned from the very start of a project – otherwise you’re already on the back foot and playing catch-up from the outset. Some of the main considerations include:
Doing keyword research in advance and seeing how competitive terms are so you can find a balance of targeting generics and long tail keywords. What phrases do customers use to find what you sell? Which keywords have shopping intent? And which are attracting more top of the funnel traffic that is less likely to convert on this visit? Plan your website structure around this data.
Ensuring your site is set up technically for Shopify SEO success. This will mean preparing a technical specification and following SEO best practice in all areas e.g. site architecture. This might involve your developer making some minor changes to the basic Shopify platform.
If you’re migrating an existing site from another platform, import the content that has worked well for you in the past from an SEO point of view. These might be product pages, category pages or even blog posts. You’ll also want to import the page titles and meta descriptions as well as the body text on the page, and potentially page headings and subheadings too, especially if they contain keywords that you want the page to be visible for in search engine results.
Plan your redirect strategy before the migration. You’ll need to work out which pages you are going to keep and redirect the old URLs to the new ones, or which pages you might not need on the new site. These old URLs will also need redirecting to a relevant new page on the new site too to prevent 404 errors. Pages with inbound links should always be redirected to ensure that any authority passed from the link is maintained. You can even update old social media posts that still send traffic with a new link, or redirect the page they link to at the very least.
3. Shopify Design
As with any website that you want to rank well in search engine results, as well as being easy to use for a large proportion of your potential customers, ‘mobile-first’ is the only way to go. Focusing on usability foremost, even over visual impact, is essential. That doesn’t mean your website can’t look great – it just means the right balance needs to be found.
Products always need to stand out if you want to draw potential customers in. This doesn’t necessarily mean that bells and whistles are required though. Taking Amazon as an example, white space is all-important for making their products stand out and this approach helps with overall usability too.
As well as retaining some elements of your old website if you’re migrating an existing business to Shopify, you will also want to incorporate trust signals to make a compelling shopping experience. These often come in the form of third party logos and endorsements, such as:
- Awards and industry affiliations
- Customer reviews, such as TrustPilot or Feefo
- Clear visuals about which payment types you accept e.g. PayPal, Klarna etc
- Security and data credentials
4. Shopify Remarketing
Setting up remarketing pixels and tracking from the launch of your Shopify site means that you don’t miss adding anyone to remarketing lists when you go live. You can set up to remarketing via Google, Bing and Facebook/Instagram really easily, helping to draw site visitors back to complete their purchase.
It’s important to have a plan for different segments when retargeting via paid search. There is no point showing people products or categories that they didn’t show any interest in when on your website. Defining your goals for each part of your retargeting audience is important – as it’ll help you not only measure success, but also help you optimise the campaigns for even better performance in the future.
5. Shopify Apps
There are thousands of Shopify Apps that can be found in the Shopify Store. They can be used to expand on the basic platform and offer additional features and functionality. However, resisting the temptation to add dozens of apps is critical, because every app added will contribute to ‘site bloat’ which can significantly slow a website’s load time down.
Removing redundant apps is also important for the same reason. It’s essential to only add Shopify Apps that add value to the site, help with usability, increase conversions and save shoppers’ time.
6. Shopify Analytics
The analytics provided by Shopify is easy to use and can offer some great insights into site performance. However, it is fairly basic and for the granular data needed to make essential marketing strategy and budget decisions, you’ll want to complement the built-in analytics with other tools that offer really in-depth and actionable insights. These include Google Analytics, Google Search Console and UX tools such as Hotjar or Crazy Egg, which can also be used as Shopify CRO analysis tools.
7. Shopify Content Marketing
Ecommerce is such a competitive marketplace that it can be really difficult to stand out from other retailers that sell the same or similar products to you. One way in which you can definitely stand apart is with great content.
Invest in good product photography. Having unique images of your products can make a huge difference. Offering a balance of clear product images (such as mentioned earlier in comparison to Amazon’s) along with stylish lifestyle images of the product in use, as well as useful info like dimensions and weight, could be the thing that makes a shopper choose your products over someone else’s.
Write deep product descriptions. If you sell a large range of products it might not be the best plan to do this with every single item as a priority, but certainly for your hero products or those with the best profit margins for your business. As well as being great for SEO (rather than using a manufacturer’s description as so many retailers do) in-depth descriptions also offer useful info to users too. You can also include FAQs for additional user and SEO benefit as part of your Shopify marketing activity.
You can experiment with rich media to see what works best with your audience. These might include video, dynamic imagery and animations.
8. Customer Service with Shopify
Customer service can be a big factor in whether your online business has a good reputation and whether customers come back again and again. Making it easy for people to get in touch with you is essential. Customers like to know that you are contactable and approachable. Inviting enquiries and feedback can go a long way as a trust signal and this can have a big impact on conversion rate optimisation (CRO).
As well as social media, such as Facebook Messenger, being a great first touchpoint for many customer enquiries and questions, you can also look at mediums like Live Chat on your website, as well as the more established communication platforms like email.
Why choose Hitsearch as your Shopify Partner Agency?
At Hitsearch, we have more than 15 years of experience in being the digital marketing agency of choice for a wide range of online retailers. Our team of expert Shopify developers and marketers are fully accredited and experts in Google, Bing and Shopify marketing, making us ideally placed to deliver a full range of services that will help your business to achieve your goals and grow.
Take a look at our case studies to see some of our recent projects as a Shopify partner. You can also get in touch today for a free 15-minute consultation with one of our experts to highlight some opportunities for your online business. Call 0800 011 9715.