Feedback on my store, please?

I have a small tea business which I have gone quite all out on in the back end. I am a licensed tea blender and distributor in the United States, I rent a commercial kitchen in the off hours, and I have spent thousands of hours and thousands of dollars in study and in ingredients/product/packaging/etc. But that is the easy part. Now I am seeing minimal traffic despite advertising, and conversion has really stalled. I've got a few steady customers, but I would like to know where I have gone wrong so far. I did purchase a theme (avenue) which did NOT work out. Soon as I bought it, I discovered the theme was incomplete for what I thought it would do. Once it was applied, I also discovered I had zero conversion. I had to hire someone to fix it, but he even took a look at it and was like "this is incomplete" and did what he could but it really wasn't working.... So I reverted to Express theme. And unless I closed my store, I couldn't even get a refund on that one. But the unfortunate thing is the conversion rate seemed pretty steady before applying the new theme and since going back, there's almost nothing and traffic is so slow.

Can anyone help me determine what is the issue with my website? I've already put out ads for CRO and SEO help which should definitely aid things. But is it possible there's something I'm missing?

My website is www.skyberfire.com

Thank you for your consideration,

Skyberfire

Skyberfire
My puns are tea-riffic when hot, and cool when cold.
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EcomGeeks
Shopify Partner
765 96 249

Hey @skyberfire,

Sorry to hear that your sales aren't where you had hoped. I can tell you are very genuine and have put a lot of time, thought, effort and money into building this out.

A few things stand out to me as a first time visitor - I'm going to go over your stores first impression, your product and lastly I am going to touch on ads.

tea-site.png

First, your stores first impression. There are a few key things on the homepage that I would recommend changing.

First, the notice at the top. I would remove "Yes!! I ship worldwide. Orders outside of the USA will need to contact me first before placing the order." I would put that in your shipping info page or as a notice at the checkout itself. I would encourage you though to make it more user friendly so that someone outside of the USA does not have to first email you in order to place an order.

Next, I would recommend simplifying your navigation menu, I'd remove the link for your writing and instead of "All Teas!!!" and "Catalog" I'd see if you can condense the number of links you have that you could simply display your navigation menu as Home, Category, Category, Category etc. This way a person can see front and center "oh, this store has what I'm looking for".

Next, you are missing a homepage banner. This area is prime real estate for selling. We recommend having a professional photo of your products, a title introducing your brand or product,  a line of text underneath that expands on your title and a call to action button such as "Shop Now". Here is an example:

macarons-04.png

One of the keys of selling is getting inside your customers head, what problem do they have that you can solve? What words or phrases do they use that you can as well to show that you understand their needs. This point leads me into my next next..

Your products. As you know, tea can be purchased offline in hundreds retail stores as well as online through thousands and thousands of online stores. When a person is searching for tea in Google, big companies with massive marketing budgets are who is showing up in search results and who you are competing with for customers. A person can complete IF they give people a reason to purchase from them vs. the other guys. An example of this might be if you offer local pickup and delivery, your "reason" as to why people should purchase from you vs the other guy is because you are local and a lot of people are passionate about shopping local and you can get them their product a lot faster. There are a lot of things that make your teas unique so I would think about all your "whys" and what sets you apart and use that in your marketing and on the text on your store.

On the topic of marketing, another way you can advertise is using the AllFetch Google Shopping Feed app (it's free), you can expand your sales channels and promote your products on Google Shopping. It allows you to easily syncing your products from your Shopify store to the Google Merchant Center.

As for ads, I highly recommend you do content marketing. I can tell you have a tonne of passion and things to share so I would utilize YouTube or TikTok or IG Reels or something video based - post weekly content and while you are doing a book review or reading a poem, have a new cup of tea every time and point people to your store. I can see this being a very community based brand with loyal followers.

I will leave it at that for now but if you would like talk to us 1-1, we offer sessions where take a look at your store, identify the greatest issues holding you back, then provide solutions and advice. You can email us at ecomgeeksco@gmail.com for more information.

We hope our response was helpful, if it was, let us know by giving us a thumbs up and/or marking it as a solution!

Best of luck!

AiTrillion
Shopify Partner
3005 173 549

Hello @skyberfireThis is AiTrillion- an All-in-one Marketing Platform on Shopify. I would love to share my thoughts for your store based on 9 years of experience with Shopify for over 1000's active Shopify merchants and hope that my sharing will help you improve your store performance.

- Add a banner image in the first fold of the homepage with a call to action button on it.

- You need to engage your visitors coming to your site by giving loyalty reward points which will increase repeat purchase and customer lifetime value. You can add a web push notification which will help you to retarget your customers anytime even when they are not in your store. This will help you to run your store smoothly and decrease the bounce rate and will capture your visitors and convert them into prospective or paying customers. You will be able to retain your customers for the long term.

Web push notifications can be delivered to your customer’s device, mobile or desktop, even when he is not on your website. It can be used in retargeting with push notifications including browse abandonment, retargeting users abandoning the shopping cart, activating dormant users with offers, retaining users with personalized content, and more.

For getting more conversions and sales you can target your customers by sending automated emails that help to improve the relevancy and timeliness of your campaigns. You can use triggers and workflows to automatically send messages to consumers after they take a specific action. For some reason unknown to you, they leave without making a purchase but with email automation, you can make sure that this user receives an email shortly after they abandoned their cart, reminding them of what they left behind and asking if they need help completing their purchase. In this case, email marketing automation turns a missed opportunity into an opportunity to build a stronger relationship and make a sale.

 

Moreover, what helps you more is to use marketing automation tools that will help in better customer engagement automation. You must set up proper email marketing campaigns, loyalty reward programs, web push notifications, or affiliate programs to increase engagement, to implement this you can install AiTrillion, a full-fledged marketing solution. It will help you to capture visitors coming to your store and will help in getting more conversions.

Hope this Helps! 

Sachin D | Shopify Growth Expert @ AiTrillion

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NikkiElizDeMere
Excursionist
66 6 29

Hi @skyberfire

Here's some feedback for your store. 

Homepage

  • Add a unique unique value proposition above the fold. 

    “A value proposition is a promise of value to be delivered. It’s the primary reason a prospect should buy from you. It’s also the #1 thing that determines whether people will bother reading more about your product or hit the back button. On your site, your value proposition is the main thing you need to test—if you get it right, it will be a huge boost.”

Resources for value prop design

Value proposition worksheet
Value Proposition Design book

  • Add a main call-to-action above the fold. (What's the first step you want the customer to take? Encourage them to make it by adding a button and linking to the page in which they can accomplish the first step.)

  • Make it a little easier to read the text for the collection shown in the screenshot below.

    Screen Shot 2021-04-29 at 4.41.32 PM.png
  • Add a live chat functionality.
  • Move the "About Us" copy on the home page to an actual "About Us" page (with best practices detailed below) and instead provide copy that supports your. new unique value proposition once it's in place.

  • Consider adding a beautiful splash image of your products above the fold on the home page.

  • The blog post in the middle of the home page feels out of place.

    Screen Shot 2021-04-29 at 4.42.29 PM.png
  • Free reading also feels out of place on the home page. Should this be a section on the site that's like a "free library" for people to read while they drink tea?

    Screen Shot 2021-04-29 at 4.43.59 PM.png
  • Consider adding a form to the "Contact Us" page to make it as easy as possible for shoppers to contact you.

  • Remove any instances on the site of "Website...still...under maintenance..." (For ex: it's on the "Contact Us" page at minimum.)

    Screen Shot 2021-04-29 at 4.47.14 PM.png
     

Product pages

  • Add copy to each product page in the form of storytelling (in addition to the product description). This is good practice for both SEO and conversions.

For example: on this product page on David's Teas for raspberry mojitos, the storytelling on the page is: "Is there any way to improve on fresh mint and tangy lime? Just add raspberries! Our juicy Raspberry Mojito iced tea is about to become your new go-to drink. It’s a bright pink tisane that’s fruity, minty and utterly refreshing. Served over ice with a splash of rum, this caffeine-free infusion tastes like a summer afternoon on a sunny Havana patio. In short, pure heaven."

Joanna Wiebe and Alaura Weaver share 11 storytelling elements:

A relatable protagonist/hero (your target customer)
A world (the emotional motivators)
A call to adventure (goal or problem to solve)
The stakes/refusal of the call (nightmare scenario)
A helper (your brand)
A magical item (your offer)
Crossing the first threshold (CTA)
The belly of the whale (onboarding/lead nurturing)
Road of trials (split-testing)
The happily ever after (future pacing)
The return (testimonials & brand advocacy)

  • Gather and share more social proof in the form of product video reviews written reviews, and photos from customers.

More than 50% of shoppers say online video has helped them decide which brand or product to buy (Google).
67% of shoppers turn to video at least once before making a purchase (Moz).

  • Consider offering free shipping on all products and just work shipping into product pricing. Once you offer free shipping, provide details about it immediately beneath the Add to Cart button.

In a survey by Walker Sands Communications, 90% of people said that having an order ship for free is the biggest incentive to add more to their cart, while another survey found up to 74% of shoppers will abandon their cart if delivery fees are too high. More on that here.

  • Ensure that you don't display any products that are sold out unless customers can share their e-mail address to be notified when the item will be back in stock. According to Justuno, 93% of consumers consider visual content to be the key deciding factor in a purchasing decision. 
  • Ensure all photographs of products are in high-resolution.

  • Show all products in context through photographs. For example, show a cup of bitter lemonade instead of just a zoom-in of the dry product.

“About Us” page: 

Social media

  • If you haven't: create a unique hashtag and encourage customers to use it and tag your store on Instagram, etc.

SEO

  • Ensure that your website meets the standards on Google Search Central.
  • For on-page SEO, add original, creative content to your home page and product pages.
  • For off-page SEO, get backlinks via partnerships, guest blogging, communities, social media.

Moz details Google SEO tips for 2021

  • Favicon optimization
  • Breadcrumb optimization
  • Meta descriptions
  • Numbers in titles
  • <title> boilerplate
  • FAQ and how-to schema
  • Relaunch top content
  • Increase internal linking
  • Update old content with new links
  • Remove unnecessary links
  • Mobile link parity audit
  • Invest in long-form content
  • Use more headers
  • Leverage topic clusters
  • Bring content out of tabs
  • Core Web Vitals
  • Limit sitemaps to 10,000
  • Leverage dynamic sitemaps
  • Passive link acquisition
  • Page-level link intersect
  • Be the last click

Also, I shared 21 e-commerce trends for 2021 in the Shopify community in case you also want to check that out.

CMO @ Reeview.app. Reeview automatically finds, collects and displays authentic, user-generated product video reviews for Shopify stores. Using A.I. to manage user-generated videos at scale and beautiful video widgets placed directly where purchase decisions are made, Reeview increases conversions, shopper engagement and customer lifetime value.
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