High traffic low conversion rate

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Excursionist
27 0 2

I have generated around 500 sales in the past 4 months with my store conversion rate around 0.4%.

I am in the fashion industry which should be at least 1.5%-2.0% from what i've read and heard. I offer free shipping which would typically be a huge deterrent and have reviews for each product.

My store is www.thecoldflex.com

Thanks a lot!

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Shopify Staff
Shopify Staff
465 51 97

Hi @aaabartonn,

Hyde here from Shopify. Great question!

It's a common concern. Storeowners put a lot of time and effort into building a wonderful store, such as your own, but then wonder how they can better ramp up their conversions. While there is no golden formula for increasing conversions, there are certainly some golden standards you will want to consider. For example, I noticed there is no content on your site.

You see, a store is not simply a place to list your products. It's also a place where you curate your brand, establishing yourself as an authority in your niche. You've established that your brand mission is to "echo class and luxury to the world" but you need to reinforce this by sharing your messaging in your marketing and speaking to your audience.

What you're trying to do is get your brand idea to spread. I find Seth Godin's suggestions on how to get your idea to spread are really useful:

 

You want to be asking yourself: what is your marketing funnel like? What your current strategy for getting traffic/customers to your store is? Here is an overview of what that funnel might look like, and another post just reiterating the importance of having a strategy. You need to know who your customer is, and create a persona that you can target and tailor your brand messaging to.

Blog posts and videos will be big draws for your target audience. So be sure to create a blog to share far and wide and establish your authority in your field, and add a video to your store that can also be easily shared and will pull people into your story so that they can make it their story.

All the best, Hyde.

Hyde | Social Care @ Shopify 
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Excursionist
27 0 2

Thanks Hyde, I did enjoy that video. I have listened to a lot of Seth Godins videos. A great person to listen to on brand.

I will work on the content on my store, do you suggest an our story page? It's difficult to determine the ratio of a straight forward funnel. 

(Advert Message - Website landing page - Product page - Checkout) or having a detailed brand with a story, a message, a mission. 

Thanks again Hyde.

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Shopify Staff
Shopify Staff
465 51 97

You have made a great start to your Our Story page:

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But you've tucked it all the way down into your footer menu (which mobile users will likely miss, and over 70% of your users will be on a mobile):


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Why not make your mission and narrative central to your brand? Why not add it as a section to your store with a link to your story? It could look something like this, for example:

20-08-2hxbw-axw67

 

And then, within the Our Story page itself, perhaps you could consider adding a video to your store. Videos have been known to help to boost sales, because people respond to moving images better, and have less time (sadly) for reading. 

This mission statement (the reason for your brand's existence) needs to be reinforced at every stage in the marketing funnel and in every aspect of your marketing (from paid ads, to content, to product descriptions, to interviews with influencers). 

I hope this helps!

All the best, Hyde. 

Hyde | Social Care @ Shopify 
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Excursionist
27 0 2

Thats incredible thank you very much Hyde.

Will do this right now. I have changed the our story page just now. I feel its more fitting with my brand and the image i want to spread to my customers.

I like the idea of implementing this as a section on the website. 

 

Thanks Again

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Shopify Staff
Shopify Staff
465 51 97

Fantastic, I'm glad to hear it!

I'd recommend picking one content medium to start with when you're spreading the word of your brand, and focusing on that. So you're either going to start a Youtube channel (because customers love videos, as we mentioned) or you're going to focus on a blog. Do one thing to start with, and do it well. Here are some fantastic blog examples you could look at for inspiration. It doesn't have to have the highest production value or be the most groundbreaking writing, it simply has to be authentic and speak to your brand voice. 

All the best, Hyde. 

 

 

Hyde | Social Care @ Shopify 
 - Was my reply helpful? Click Like to let me know! 
 - Was your question answered? Mark it as an Accepted Solution
 - To learn more visit the Shopify Help Center or the Shopify Blog

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