Feedback on my store - Fred's Haberdashery

11 0 3

Hi - we took over an existing business (bricks and mortar) with a view to improving the online and keeping the shop.

Obviously in todays climate, we need to support online as much as possible as the physical shop will be out of action for some time.  Any feedback or thoughts about the current site - please give honest feedback and any suggestions for improvements. Thanks in 

Shopify Expert
1208 61 364

Hi ! Maggie, Shopify Expert here :) 


Taking any business online is the way to go. My family also has high street haberdashery and they are slowly moving it online.


Your website already has a beginning of strong branding, with a defined logo and strong theme colors - perfect. It now needs structure to tie all things together into user-friendly well-converting pages.


While the logo is really fantastic, I’d recommend resizing it to reduce the size of the header area. At the moment, the logo makes the header takes almost half of the screen, pushing the rest of the content down the pages and out of sight:



Screen Shot 2020-03-23 at 19.00.17.png



The ‘above the fold’ area [visible on the screen without scrolling down] is the most crucial for the conversion rate. The best converting websites display all the key info above the fold, to reduce the need for people to do any scrolling on the page and complete the checkout with as little fuss as possible.


Aim to reduce the header area - and logo size - to display as much website content as possible above the fold.


Consider optimizing your sliding images further - add a CTA [call to action] button to each image, such as "Shop Now" linking to a relevant collection or product:


Screen Shot 2020-03-23 at 19.03.35.png



This way you will prompt visitors to click and browse your collections, which will improve your conversion rate [sales] and SEO [dwell time/time spent on your website].


Also consider uploading full-width images with a horizontal layout to reduce the white space on both sides of the images.


Shop for area - you have one image missing and two collections have the same picture. Make sure to keep an eye on the little details, as they can also affect the conversion rate.


Screen Shot 2020-03-23 at 19.04.44.png



Consider adding more image-rich content to the homepage, as it feels like a blog at the moment. You can add more featured products, promo with the latest offer, a video on how to crochet a hat etc. Make sure that the content is engaging and keeps people browsing for longer, which is important for Google.


Footer - consider adding a navigation menu here as well. It’s a great way to improve your user-experience [part of SEO], so people can navigate your website smoothly without the need to scroll up and down all the time. 


Social media - make sure to open the icons on your website in new tabs, so you don’t lose valuable traffic. Please check this helpful guide: 


Collection page - make sure to make all product images the same heights [ideally maintain the same proportions using free image templates on]. Your current product images are different sizes, which affects your credibility as a professional brand:

Screen Shot 2020-03-23 at 19.09.26.png



Product page - your titles are SEO friendly, which is excellent; consider also writing unique and more detailed product descriptions for each item. Make sure to really sell it to the visitor and help them visualize the benefits and the design. Great, enticing product descriptions can significantly help you boost your sales.


Also remember to use storytelling to convert visitors into buyers. Listing features no longer works as a viable selling technique, you have to list the benefits the product will bring into the buyers' lives’ in order to sell more than your competitors. This short video explains how storytelling can help you sell more.


About us page - is authentic and builds trust, perfect. Also, make sure to SEO optimize each page [and blog post] on your website with SEO friendly H tags, internal and external links, compress the images, add alt tags and link tags, add Geotags, optimize Google snippets, make your URLs SEO friendly and more. It’s essential to optimize your website from the very start [or as early as possible] to help you rank quicker for your target keywords. If you’re not sure how to do it, please check this FREE video course: How to SEO your website and get to Google #1 in 3 Months.


Consider also using a professional email address [such as] instead of a free one. It’s a great way to build trust as an established business. You can create a custom email address matching your domain with G-Suite - learn how to do it here: 


Shipping policy - consider adding this page - include a table with the delivery rates at the top, so people know right away how much you are charging, and whether you ship internationally or not. Many online shoppers often look for this info before placing an order, to find out the shipping cost, so having a detailed policy can also help you boost your conversion rate. 


Returns policy - consider adding this page as well with instructions on how to contact you with a refund request and obtain the return address. Specify if you accept any item to be returned or if there are exceptions [opened, used product] - make sure to specify which items are exempt from refund/returns if that’s the case. Otherwise people might assume they can return any item, when in fact you have exceptions - if that happens some shoppers might be feeling misled which will end up in chargebacks and negative feedback, which can seriously affect your business. Be as straightforward and detailed with your policies as possible to cover yourself and give your shoppers peace of mind when buying from you.


Your Google snippet [meta title and meta description] is not defined yet:


Screen Shot 2020-03-23 at 19.17.19.png



Consider optimizing it further. Make sure to not go over the character allowance in your meta title [65 characters] and meta description [160 characters] to make your listings stand out with an offer and call to action. 


Also avoid listing keywords in your meta description - it’s actually considered a black hat SEO technique and may lead to Google penalty. 


This snippet is very important, and it’s worth spending more time optimizing it. It’s often the first interaction with a potential new customer, as this snippet is displayed in Google search results. Make sure it’s inviting and irresistible so people click your listing once they see it. Otherwise Google might drop it as non-relevant to the search results, which will affect your traffic and SEO. Let me know if you’d need help writing irresistible, well converting Google snippets for your websit....


Consider also adding Google Analytics - it’s a great way to track your progress and see where your traffic is coming from:


Screen Shot 2020-03-23 at 19.21.09.png



Here are a few guides that might help:



If you found these tips useful, please like this post and leave a 5* review on my TrustPilot profile. Thank you!


Looking for a more detailed critique? Reserve your website audit here: 


Best regards,


Shopify Expert | Ecommerce SEO Wizard

Hi @Greenbobbin 


It's really important to give your visitors a really good feeling when they're on your website. More images of people smiling in your shop and maybe attending your classes would look awesome. 


Few Areas To Improve 

  • Home Page (Needs To Flow)
  • Product Page (All information about product & Build trust)
  • Site Navigation (Simple/Easy)
  • Checkout (Consistent with website)
  • Mobile Friendly 


I'm going to email you a move detailed review going over the above areas and how you can improve them. 


Overall good start. Awesome logo and est 1973 is massive for building trust. Keep up the good work.



Clayton Bates 

Grab Most Detailed FREE Review --->LEARN MORE


Shopify Partner
397 33 125

Hi @Greenbobbin ,


I've taken a look at your store. Nice products! I've some suggestions to increase the conversion rate.


1. The header section contains more blank space above/below the logo. You can reduce the header section height.

2. Add a more detailed product description in product pages.

3. Add product reviews as most of the customers read the review before purchasing the product.

4. Add favicon to your store which is a small square image/logo that appears next to a web address. Favicon helps to strengthen your brand and add a polished look to your website.

5. Optimize your footer with a more professional and functional look. Add pages like Contact Us, About Us, Privacy Policy, Terms of Service, etc to the footer.

6. Try to maintain the same image size while listing all products. 

7. Discounts and limited-time offers will help to increase sales.


I also did a flare check on your site. You have only 225 results indexed by Google. But your website has 443+ pages. Before you think of ranking you should ensure your pages are found (indexed by Google). You can submit your store content regularly to all the major engines, or consider using a convenient tool like flare by Mansion Ecommerce. flare automatically detects site changes and verifiably informs major search engines like Google & Bing. Plus! only flare can submit individual URLs to Google & Bing, allowing your prioritized pages to be indexed first and fast.


Hope this was helpful!

Driving the next decade of eCommerce
Shopify Partner
2414 140 438

Hello @Greenbobbin,

1. Home Page should flow better. I would recommend setting it out like this. 

-Slideshow Image 

-Collection List  

-Popular Products ( 4-8 Max ) I would only use 4


-Newsletter sign up box

2. For getting more sales and revenue you need to focus more on customer engagement You can give loyalty points to your customers on activities like visiting your store, signing up, follow or share on social media, allowing for push notifications, reviews and many more. This will entice your customers and help you to get more email subscribers, push subscribers, collect more reviews. They will come again on your store to make a purchase in order to redeem those points which will double the sales and retention.

3. You can add a countdown timer to create urgency for your promotions or offers with the countdown timer bar and motivate your customers to buy more from the store.  It helps in increasing sales.

4. Add a smart pop-up to make your store more interactive.


If you would like to implement this on your Shopify store you can install It is 'All in One' Shopify app. You can check it out.




Sachin D | Shopify Growth Expert @ AiTrillion

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