I recently upgraded my store from an extremely old theme (Empire 5.0) to the latest version of Empire. Prior to making the update, my store was doing very well. Post launch of the new theme, sales are down approximately 60%.
Long story short, I have paid three different developers to ensure my store is working the best it possibly can. There are some core apps that can’t be removed, but overall, everything is working well according to PageSpeed Insights and my own personal review. My traffic is beginning to recover, but my conversion rate remains poor. I am starting to wonder if there is something wrong with the checkout process or if there is something else wrong with my store.
I’ve been staring at it so long, I need another set of eyes. Would someone review my store and provide me feedback on the user experience? What am I doing well? What could I do better? How do I improve? My business was doing so well and I’m concerned I’ve destroyed it somehow.
I have checked your website just now and honestly to say, your store UI and theme design are perfect and user-friendly, which make me have the willing to explore more and make the purchase. However, in the eye of SEO aspects, there indeed exist some places need to be improved. Let me help list some of them below for your reference, so that you can take a look and optimize in a further way. If you would like to get more details of what I said here, you can also consider having an SEO Scan on the store and our APP can give you a very comprehensive report accordingly:
Lack of store favicon. When I manage to check your store performance on Google, I notice there is no favicon existing in the search results. Favicon can help people quickly identify your site when they scan and search, and it is helpful for your store brand building, it is recommended to add it from Shopify admin page properly.
Unusual Meta Description contents. This is also what I find out when searching on Google. There are three different Collections pages existing nearly the same Meta Descriptions, which is quite unusual. I guess maybe they are all about the Tonneau Covers and maybe you would like to guide customers and treat them as the same ones, but concerning SEO aspect, it is not a good idea as it will confuse search engines and cause confliction eventually. I believe you must have a reason to create several Collections on the website, due to the different series or categories, but my suggestion here is to add the hightlights or features specifically to separate the meta description contents, this is beneficial for your store SEO and search appearance also.
URL structure contents. I find out this factor when accessing your store pages. The URL structure here I mean is the content of URL, as it is very vague and contains unnecessary letters and symbols. If you combine the store URL content with some famous companies (such as Apple), you shall realize the difference immediately. A clear and readable URL structure can not only let visitors know the page contents correctly, but also make Google think your page is well-structured and professional, which leads to a higher rank as a result. You can see the screenshots I attach below for a better understanding.
Thank you for your thoughtful analysis and feedback. This is exactly what I was looking for!
I’m happy to hear that the UI is user-friendly and well done. I’ve worked hard on that. Like I said before, it was hard to know if I was missing something because I’ve looked at it so much.
Your SEO feedback is great. I will review and implement. I will also look at the app you suggested to see if I can get a full SEO scan.
if you just want feedback for the current design ask for that only, the rest of the context about the theme upgrade irrelevant.
For the theme migration issue think it through what’s the core problem your not communicating effectively when your seeking aid.
Recognize the lack of detail you cannot provide vs the level of detail any outsider would need to even begin to guess at what the issue is/was.
Other people don’t have crystal balls that see back through time.
So any feedback is either SEO 101 from basic SEO checklist/audit tools you can find with an internet/forum search , or hand waving guesswork about what the “damage” is because there is nothing for any outsider to compare the current state against.
Both situations are telling you what you want to hear and cannot address the core problem: undisclosed/unknowable variables.
@TCHQ_25
I’m happy to know my reply here meets your demand, and it is also very appreciated on my end to know that you would like to further check the app I suggest. Here is the code JAS40%OFF you can use to further optimize the store more efficiently, feel free to have a try on your end please.
May you have a great day and I firmly believe you can boost more sales soon!
Your welcome , I do want to clarify it is good to seek UI feedback as it’s own thing, but re-word what I meant about the unknown variables thing.
You have experienced a PROCESS problem that cost revenue so it’s important to be self-critical of how you present it and extremely critical of any proposed “solutions” to avoid it happening AGAIN the next time you change themes and lose even more money because the process was not treated as it’s own thing.
No need to respond.
Hey man, I’ve never sold car parts myself, but I do know a few friends doing really well with auto accessories on Shopify and eBay. We’ve talked quite a bit about their setups.
I checked your site and yeah, everything looks clean and fast like you said. But a 60% drop is huge. Just a guess here, but maybe:
The new theme changed your checkout flow. Like, maybe it added an extra step or made users choose their car model earlier. If someone spends time picking stuff only to find it doesn’t fit, they’ll bounce. Fewer steps = better.
Did your old theme list all car models right on the product page, like flat out in text? That way people could just use CTRL+F and spot their fit. If the new one hides that behind dropdowns or filters, it could be killing conversions. Wasting time on checking fit only to get a no feels bad and people leave.
I’ve had conversion dips after a theme change too, though not this much. What helped was sending out a survey to past customers, offered a coupon for answers. Got surprising feedback. One guy said the font was too small to read.
