I'm new to the Shopify world and I'm looking for ways to help Shopify store owners make more sales.
It seems like a lot of people are getting a decent amount of traffic from ads but that the traffic isn't converting to sales. Am I right that a lot of people are having this problem?
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Sure, I'm happy to share more thoughts. I want to preface this by saying I generally like to "diagnose before I prescribe", although right now I'm just prescribing away without really diagnosing first.
It would probably be useful for me to know things like:
- How are your AdWords campaigns set up? What keywords are you targeting?
- How are your Facebook campaigs set up?
- How much organic traffic are you getting? How are those people finding you?
I understand if you're not comfortable sharing all that stuff here.
If I were you I'd focus on just ONE acquisition channel for starters and get really good at that. So I would probably focus on just AdWords or just Facebook, but not both at the same time. It seems to me that if people are clicking on AdWords ads, they're in "buying mode" because obviously they're searching for knives. With Facebook, they're not necessarily in buying mode, they're in "I'm bored at work" mode. I'd be curious to see how your Facebook ads are currently performing vs. AdWords.
Since I haven't spoken with you directly, I can only point out really obvious things. I'll point out a couple that I didn't share before.
When I first landed on your site, I saw the "Create Culinary Masterpieces" headline. It stood out above everything else. I saw that and asked myself, "What is this site?" Maybe it's a site that sells cooking classes. I had no idea it was a site that sells knives. You have this huge image with a headline that's taking up the vast majority of the screen space, and the headline is not only useless but misleading. That's a total waste. What could you put there instead? I'm not sure what would be best, but frankly almost anything else would be better. You could put a few of your top-selling products (or the products you most want people to buy). You could put that free guide we talked about. You could put a video of yourself telling your story and talking about your knives. I'd have to do some research and do some more thinking about what exactly would be best, but hopefully that gives you some ideas.
Also, I would recommend that you don't use a carousel on your home page. Carousels are super popular but they don't help your website achieve its goals. Check out this article if you're curious: https://www.nngroup.com/articles/designing-effective-carousels/
I see that you have language like "Contact US" and "Why Do WE Love Damascus?" If your business really is a team of people, then that's fine. But if it's just you, then I believe you can use that fact to your advantage. This goes back to the trust thing. What's more trustworthy, an anonymous, faceless business on the internet or an actual human being with a name and face and personality? If I were you, I'd add an "About" page with your photo and the story of what your background is and why you started your store. I'd change all the "us" and "we" language to "me" and "I".
I think you also have a big opportunity with your emails that you're not taking advantage of. After I subscribed to your mailing list, I never got a "welcome" email. You could send an email immediately after people sign up that says something like, "Hey, Jye here. Thanks for visiting my store. Do you have any questions about buying a knife that I can help with?" I have to imagine that your subscriber volume is sufficiently low at this point that you'd have little trouble keeping on top of the responses. This email would allow you to both learn about your visitors and increase the chances of making sales because you're building trust and helping people find exactly what they want to buy.
I guess the last thing I'll say is let me know if you'd like to continue this conversation. I'm not a Shopify consultant but I'm exploring the idea of becoming one. (My background is in software development and selling e-books.) If you'd like to talk more, I'd be happy to help some more for free as practice. Just let me know if so and I can share my contact information.
Hope that helps!
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Hey Jye, here are some thoughts I have.
Since the knives you sell aren't particularly cheap, I would imagine that it requires a fair amount of trust on the buyer's part to actually make a purchase. And the more expensive the knife, then the more trust of course is required in order for the purchase to happen.
I see that you have a mailing list. That's good. (I signed up!) My view is that a mailing list is a good opportunity to build trust with prospective buyers over time so that they'll eventually feel much more comfortable making an e.g. $320 purchase than they would if they had just landed on your site cold. I don't know what kind of stuff you email your subscribers but since I'm on your list now, I guess I'll find out.
It looks like your mailing list offer is that I'll get 5% off store-wide. Frankly that seems like a fairly weak offer. I don't care that much about getting 5% off. What I think would be better is something like "Knife Buying Guide: The 5 Things That Matter in a High-End Knife" or "Don't Make These 3 Common Knife-Buying Mistakes". You get the idea. I personally don't know anything about buying kitchen knives, so I would find such a guide quite useful.
It seems like another way to get more of those $320 purchases would be to first offer prospects something they could buy for way less, like $30 or less. It wouldn't be a knife, of course, but it would probably be something cooking-related. If people buy this product from you, they've taken one step toward you. They've already overcome that barrier of entering their credit card information into your website and they don't have to make that leap again. (They might have to physically type in their card number again to buy a knife but they wouldn't have to make that psychological leap again.) If they buy the < $30 product and have a good experience with your store, they would probably be less skeptical about their experience buying a higher-ticket product.
I have more suggestions but I'll leave it at that for now. Let me know if any of that seems helpful.
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