Although for a while here, it seems I haven't YET figured out the mysteries of real success on Shopify
I've got a low conversion rate , under 1%, and I have an itchy feeling it comes from how the website is organised.
Would really appreciate your feed-back overall on 1st page, categories, titles, about us page or any other points you find relevant.
Madalina from Magic Roots
Solved! Go to the solution
Hello @MagicRoots, I hope you are doing well! here are some suggestions:
- There is a lot of white space in the header.
- On the home page in the 'on our shelves' section, add high quality and attractive thumbnail images.
- Setup Product recommendations on product pages as well as cart pages.
- Add a Live Chat to make sure you never lose any of your customers.
- Give rewards to your customers. By offering rewards for completing actions like making a purchase or following you on social media, you show your customers that you care about how they engage with you and want to thank them for it. This encourages them to do it again in the future, transforming them into valuable repeat customers.
- Add a discount popup with a discount code to entice customers to make a purchase from your store.
If you would like to implement the above features/ customer engagement or marketing tools in your store. I would recommend you to try out the all in one Shopify app AiTrillion. I am sure you will find it useful.
Hope this Helps!
This is an accepted solution.
Our team at PageFly did a quick analysis of your store and fell in love with your artisanal products as well as the meaningful story behind your brand!
But we gotta say your itchy feeling is right: There are certain display-related areas that are not yet optimized, causing problems for your conversion rate. Thus, we would love to provide some tweaks that you can apply right away to improve users' experience while on your website. Let's break down those steps as follows.
a. Invest in large and high-quality imagery display
The homepage and general sitewide design can be used to convey brand personality, provide a rich online experience and set up a positive first impression, but that means significant investments must be made in design and content production (copywriting, graphic design, and especially photography). In your case, you might want to use bespoke images that feature your products in contextual / lifestyle settings with a human touch to deliver that natural, local and health-oriented sense you are aiming for to your website visitors. For instance, the co-founder close-up portrait can be replaced with a medium shot showing her along with the products in a nature-related background / standing next to artisans hand-making such products. Likewise, the green banner can also be replaced with blurred background images that showcase your products and brand values rather than simply being shown for filler purposes. Read more about successful Food & Beverages stores and how they use imagery to convey personality here.
b. Use a sticky header & visually prominent search bar
A sticky menu header can conveniently help users access the menu whenever they need to. At the same time, you might want to include a more prominent search bar with no competing visual elements since this helps users feel rest assured that they can search for what they cannot find yet. You wouldn't want to make them feel stuck or frustrated right? As of now, the search icon your site uses is rather small and placed distantly from the center so try creating a separate search bar for it instead. You might want to change the term "Shop Online" to "Product Catalog" as well to ensure that your customers recognize its meaning instantly.
c. Replace the 3 paragraphs in the footer section with 1 shorter version of “About Magic Roots”
We know your meaningful and unique brand story is one of your main selling points that you want to showcase. However, the current layout is inconvenient and not visually appealing for users to read; thus, we recommend that you use 3-4 lines to introduce your brand as concisely as possible. Then, you can include a hyperlink "Read more about us" that links to the Our Story page, where you can clarify more about your partners, mission, and personal stories behind the brand. As you now have more space in the footer, you can include 2 more sections "Newsletter" (maybe send them coupons along with newsletters) and "Top Articles" to add more value to your customers. One extra tip is to include a CTA button linking at the top and bottom of your Our Story page to help customers transit smoothly to your Collection Page after getting inspired by your brand.
2. Collection Page:
a. Include both the user rating average and number of rating
When making purchase decisions, users seek safety from reviews and concrete numbers. Having both user rating average (usually in the form of 5-star ratings) and the number of ratings displayed clearly and readily on both Collection Page and Product Page can boost your credibility and hence potentially increase that sweet conversion rate. Now it's great that you are giving your customers a platform (Trustpilot) to submit reviews; however, this platform is also preventing your customers from reading others' reviews right away on your site. Instead, try exploring other 3rd party extensions such as Yotpo or Rivyo to display reviews directly on your pages.
b. On desktop, display secondary images on hover
The primary purpose of product lists is for users to quickly and accurately determine which products to investigate further and which to discard. Thumbnails are heavily relied on when users are scanning product lists; thus, when thumbnails didn’t display enough information for subjects to evaluate products, those products were sometimes overlooked or discarded. Presenting a secondary thumbnail on hover is therefore an effective way to provide extra visual information without cluttering list items. In your case, it is advisable to have professional cut-out product imagery set as primary, and lifestyle or feature-focused secondary images that pop up when mouse-hovered.
c. Highlight Key Product Features in the Product Headline
When products have overly simplistic headlines, users who arrive at a product page lack the necessary information to begin immediately evaluating a product. Product headlines are especially important when users are early on in their product search and thus are still comparing products. In the screenshot below, Mint Tea and Marigold Tea are 2 examples that have insufficient feature-related information in their headlines (shown in both Collection Page and Product Page), while Bodyweight Balance Pack is slightly better as it focuses on the weight-loss benefit. Overall, most of your product headlines can be improved by adding vital feature information such as size (gram/milliliter), base plant name, health benefit, etc.
3. Product Page:
a. Display return policy from the main product page content
When shopping for products online, users understand that even seemingly perfect products may not work in reality. Indeed, a strict return policy can even be a reason for site abandonment. Typically, users will start searching for the return policy within the product page — in particular around the “Buy” section. If the return policy information isn’t easy to find in the main product page content, it makes it more difficult for users to quickly answer questions they have about the site return policy during their product search. Therefore, making the return policy available as "Shipping and refund policies" in the main content of a product page — either as a link in the “Buy” section or as a product page section — will minimize the time users must postpone their product search to locate.
b. Provide an estimated delivery date or range near the “Buy” section
Displaying only “delivery speed” forces users to be the ones to research, calculate, and often just make an educated guess as to when they will actually receive their order. Not only does this make it harder for users to understand when the order will be received, but it also introduces unnecessary complexity into the product-search process. In your case, if you cannot provide an estimated delivery date, at least include key related information such as Deliveries take place Monday - Saturday or Delivered at your door within 48h for Belgium and 3-5 working days for other EU Countries. Nonetheless, do note that: “Arrives January 10th to January 14th” is much better than “3–5 working days”, and, while not as precise as “Arrives January 13th”, a delivery date range is still much easier to interpret compared to delivery speeds.
c. Include 3-5 product images (in-scale, feature callout, unique angles)
When users shop at physical stores, it’s easy for them to get a visual overview and understanding of products they’re interested in. Having a full understanding of a product is essential to users’ confidence in moving forward with purchasing. When they are unable to get the same rich understanding of the product on a website that they are able to in person, they may hesitate to order it, instead seeking an alternative from a physical store or a different online retailer with more robust product images. Given this, you can show a product from multiple angles helps users gain a similar holistic understanding of a product as if they were seeing the product in person. You might want to consider showing users “In Scale” images — for example, placing the product within a typical use environment, showing people interacting with the product, and showing the product in use — all help users to understand the scale. Also, you can give users images that showcase your products' features and associate with expected outcomes after their using your products, specifically health-related benefits. This can be done either through illustration or photos taken with fit models.
d. Add a cross-sell section at the end of Product Page & a trust badge at the footer
Since your site has a large number of available product collection, it is a good idea to include a cross-sell section that prompts users with related products that might benefit them at the end of each product page. Also, adding to the points related to credibility through reviews above, you can also include, for example, a McAfee badge showing that you value your customers' security by implementing credible technology. Note that customers don't have much technical knowledge about your set-up, but they hold the sense of security that these seals provide in high regard. Last but not least, our team at PageFly have prepared a comprehensive article on how to personalize your product page for better conversion rate that might be useful for you so check it out here.
Above are our quick suggestions for your store that you can implement right away to see better results!
If you find this feedback helpful, you can give it a like or mark it as a solution. Best of luck!