Feedback on my store

[Jackie9]

Hello - I have had my store since March.  I had an Shopify expert tweak some things but I still haven’t gotten any sales and can’t figure out what I should be adding or deleting? Is it the layout of my store or the products or both? I would love feedback.  My store is bleujax.com. Thank you.

[NikkiElizDeMere]

Hi @Jackie9!

Here's some feedback for your store. 

Homepage

• What actually sets Bleujax apart? Replace "Adventure awaits, go find it" with a unique value proposition. 
  
  “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

• Consider updating the splash image from palm trees to a beautiful, high-res photo of the sea since you mentioned the sea on your "About Us" page and it seems to be the main theme for your store.
  
  
• Consider going with a different background color.
  
  
• Use a color that stands out more for your call-to-action buttons, like yellow.
  
  
• Add a live chat functionality.
  
  
• This section feels "blocky." It's hard to describe, but it feels like it takes away from the experience. It might partially be due to the blocks being different shapes and sizes.
  
  
• It's difficult to read the text over the image shown in the screenshot below.
  
  
• The gift card image is extremely grainy.
  
  
  
  
• In general, ensure that all of your photography is high-resolution. It matters a lot on e-commerce sites.

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.

• Ensure all photographs of products are in high-resolution. According to Justuno, 93% of consumers consider visual content to be the key deciding factor in a purchasing decision. 
  
  
• Show all products in context through photographs. For example, a t-shirt store would provide photography of people actually wearing their shirts instead of photography of just the shirts.

“About Us” page: 

• Talia Wolf shares 4 rules for creating a high-converting "About Us" page that I recommend double checking for your page:
• Make it about the customer
• Talk to your customer, not at them
• Tell the story
• Don’t just say it, show it

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.

[AiTrillion]

Hello @Jackie9, This is AiTrillion- an All-in-one Marketing Platform on Shopify. I have reviewed your store and here are some suggestions that you can implement in your store:

- Add a collection list on the homepage.

- I would recommend you to go for the white theme in the store and not the blue theme.

- There's a lot of blank space in the header. It should not be there. Add a banner image related to the products you are selling.

You need to add these customer engagement tools to your store which will help you to engage the visitors coming to your store and making them want to purchase:

- Add a review carousel or testimonials on the homepage. It helps in building trust with other visitors.

- Add loyalty rewards program. You can start giving loyalty points to your customers on different activities like signing up, visiting a store, making a purchase, allowing for push notifications, sharing or following on social media. This will help you to entice your customers and retain them. You can reward your customers in order to redeem those points. When you will give points to them they will come again in the future to make a purchase in order to redeem those points. This encourages repeat purchases which increase sales and help in retaining your customers.

- Add web push notifications, it will help you to retarget your customers even when customers are not in your store without getting their email addresses. It also helps to reduce the abandoned cart rate.

If you have any questions, feel free to ask. 

Moreover, if you would like to implement the above customer engagement features/ marketing tools in your store I suggest you to install the 'All in one' Shopify app 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!