I have reviewed your store and first impression of store is good but I can confront you to some of the things in a very simple way, it will help you in improving UI and overall functionalities to become more user friendly and eventually leads to sales.
Also, You have around 76 products and visitor might feel hard to find the right product.
Also your search page is bit off and empty https://phase4us.com/search?q= Don't you think if suggestions are offered to searchbar, there will be a lot of chances for a visitor to buy from your store?
I would recommend to replace the default search with advanced search like Sparq which allows synonyms, advanced custom tag filters, spelling correction and other such feature. Visitors with search are high intent users and their conversion rate is higher than normal users.
Check out the features live here.
Sales Pop syncs your store's data to turn recent orders into sales notification popups on your storefront. This is Sales Pop's highest converting feature and is most commonly used on product pages, collection pages
I hope my feedback will help you converting visitors into customers.
Overall I think your shopify store looks pretty good, But I noticed a couple of things that you might consider adding.
You might consider adding a sense of urgency. One of the main reasons why people don't buy from a store is because they feel like they can buy it whenever. A big thing that can help more of your visitors be turned into buyers would be by adding a sense of urgency to your store. One way to add urgency is to have a sale, and all sales need an end date. You can easily add a sale to your store with a countdown timer. One countdown timer that I recommend is https://apps.shopify.com/better-countdown .
Another thing you might want to add is a FAQ section. Adding an FAQ section to your store can help your customer more easily be able to find a solution to their problems without asking you. This will help long into the future so you don't need to spend so much time on customer support
Did you think about adding reviews. Adding reviews would help your customers research the products they are going to buy. Plus if someone likes a product they bought from you they can leave a review.
Another thing you might want to add is a blog. A blog could be used to drive more traffic to your store, and you could also use it to recommend potential products that your customer could buy.
I wasn't able to find an always visible buy button. One of the biggest reasons people don't buy from online stores is because it's a hassle to checkout. We want to be able to reduce all friction that could potentially cause a customer not to buy. I recommend adding https://apps.shopify.com/better-sticky-checkout-button-increase-your-sales to your site. It's an app that will make your buy button always visible. If they buy button isn't always visible on your site, your customer will have a hard time trying to buy from you. And even if they still are able to checkout, it can go a long way in helping them have a positive experience on your site.
You know your store is actually quite good, and I think with just a bit of love and care, you will be able to really succeed.
Just so you know (I had to do it), I wrote a series of emails https://mailchi.mp/7d8692283c12/shopify-conversion-course that might help you with some tips for making your store better (I get into the weeds there).
To learn more visit https://www.answrly.com/
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