Some feedback would be greatly appreciated

[Lulu-Lavender]

I have had my shop for a couple of months now and am not getting many sales. My Lavender Sachets sell very well in person but I just don't seem to be gaining any traction online.

I would really appreciate some feedback please.

www.lululavender.com

[Dirk]

Hey, @Lulu-Lavender 

Happy to provide some feedback on your store. The first thing that sticks out to me as an important factor to consider is your store design. I recommend checking out our Shopify design articles to get inspiration and ideas on how to build a great-looking webpage with Shopify. Homepage Design 101 is a recommended resource to check out! Specifically, I would consider removing the purple from your background and replacing it with neutral tone color. While a colored background may seem like a good idea at first, it typically doesn't translate well in eCommerce when selling products. A neutral background color (white, light grey, light beige, etc.) will allow your products to stand out as opposed to getting drowned out by the background. Which will help with your add-to-cart rates. 

If there is anything else I can help you with, please let me know.

[Lulu-Lavender]

Thank you so much for the feedback Dirk.

[LuckyDanny · Accepted solution]

Hey there, @Lulu-Lavender!  

That’s always a frustrating situation when you put effort in but don’t see the sales pouring in. You've put a lot of time and effort into your website, and it shows! Let’s see what you can do.

First, a question: Do you only sell to a wholesale audience? Or do you also sell to a consumer audience? I would make this more clear. In general, it’s that confusion that is making it hard to understand how to order from you. 

Think professional
I see that you’re using a company-branded icon in your favicon, so you must have a logo. I would use it instead of the text logo you currently have. You want to add that extra level of professionalism, and a logo is the first step.

Work on your hero image

PIck one hero image rather than multiple - when you have more than one, it has a tendency of confusing or distracting visitors rather than helping. Also, add in a strong CTA. 

Optimize your homepage

Use a scroll heatmap to see how far down the page people scroll, and use a click heatmap to see where they’re clicking. How do they move around your store? Run a survey that asks, “Is there anything that prevented you from checking out today?” to see if there’s an information gap.

My general thought here is that you’re missing the WHY. Do more in structuring your homepage in a way that clearly shows ideas for using the sachets. Help people see them in action and know why to use them. You have a unique product here, and you need to help visitors see it in their own homes or stores. 

I would lose the welcome message from the homepage. Because it’s so focused on wholesalers, you may lose consumers who wander in as a result. Since you’re also essentially a single product store (with different color combinations), I would add in reviews on the homepage and/or prominently placed. 

Focus on navigation

Your navigation is fine, but it’s not great. It’s not focusing on what people are looking for. Move About, Shipping and Blog to the footer. While good information, they shouldn’t take up valuable space in the top navigation. Add in a page on how to use it or care instructions. Or even better, add in a gallery of inspiration.

Use a session recording, which captures everything someone did on your website, to watch what people are doing from your homepage. How do they navigate across your store? Are they using your navigation? Are there patterns that emerge? 

Think about the details
Link your email address; I noticed several instances where it wasn’t. On your Contact page, remove the phone number field as it has a high abandonment rate. You also need to add in Terms of Service, Privacy Policy and a Refund Policy. 

Now the elephant in the room - your terms included in the footer: “At Lulu Lavender Wholesale there is a 5 sachet minimum order and you can mix and match the colours. All orders are sent from France using La Poste and Payment is by PayPal or Bank Transfer. If you would like to pay by Bank Transfer please contact me by email” 

• Who is the minimum order in reference to? All consumers or just wholesalers? 
• You don’t accept credit cards?
• Why is payment so complicated? 

You don’t want to leave visitors with confusion, as I mentioned earlier.  

Remove the “Shop by” filters on the Collection page

Filters are meant to help visitors identify what matters most to them (i.e., color) and then see just those products rather than wading through all of the pages. Unfortunately, your filters aren’t very helpful. Instead I would suggest filtering by color and gift sets. 

Think about the wholesale issue
An issue I’m seeing is that you have wholesale all over the website including in the footer that mentions there a 5 sachet minimum. However, you can only order one product at a time, and it’s not clearly stated if that’s just for wholesalers or not.. It’s conflicting messages, and it again makes me question why you’re putting so much emphasis on the wholesale side while trying to wade into the consumer side.

I would create separate sites if you’re trying to approach both. Since consumers and retailers are going to use them differently, it’s not going to be efficient to cram them together. Separate them out and give them both the attention they deserve. 

If you’re going to impose a 5-item minimum, get a counter going that tells your visitors how many they have left to add to their basket. Or, even better, reorganize your ordering so that they are only ordered in groups of 5. Create coordinated sets of 5 to sell as well.  

Connect your products
With only 12 products, I get why you give each one their own page. This is why restructuring your ordering may help. I would link these products so that a visitor can quickly click between colors.

Example: Let’s say I am considering the pale gold and dark gold products. I would have to have two pages open or click back to see the other product. It’s an extra step that may lose visitors. See how visitors use your collection page. 

Spice up your product pages
First, an issue - never leave shipping costs to checkout. However, you’ve used the wrong link for the product page. It currently goes to https://www.lululavender.com/policies/shipping-policy but should go to https://www.lululavender.com/pages/shipping instead. Or rather combine the two for a more comprehensive policy. 

Now, there is nothing really wrong with your product page, but it’s not really enough.

• It’s lacking that OOMPH. Showcase the products in a real world situation. 
• Lose the wholesale mentions
• Reiterate the 5-item minimum
• For the button color, make sure you have an image that corresponds to it
• Include care instructions
• How often should they replaced? 

It’s going to be very, very helpful to both you and visitors to focus on whether consumers can buy from you or just wholesalers. Once you get determine that, look at your visitors' behaviors to determine how you can better sell your sachets by meeting their needs.  Lucky Orange has heatmaps, session recordings and more with a free trial (no credit card needed) and plans that start at US $10/month.

I hope this helps! Good luck!

Cheers - Danny

[PageFly-Victor]

Hi @Lulu-Lavender 

This is PageFly - Free Landing Page Builder. I would love to provide my recommendations for your store based on 6 years of providing solutions for about 100.000 active Shopify merchants.

Overall, your store has some good points:

- Have store favicon (it helps your store have a professional look)

- Have a clear product highlights on the hero banner

- A part to tell your brand story 

- Display a physical address and provide visitors a way to communicate with you.

However, I have suggestions as below:

HOME PAGE:

- You need CTA button on the hero banner: A primary call to action button is one of the important things for a home page of an online store. With this button, you can redirect customers to the page you want them to take action mostly. It can redirect to a collection page, or a product page, etc.

For example, for the slideshow Gold on Gold, you can have a button and direct people to Gold on Gold collection.

- Trust is very important for an online store. To increase the brand credibility, you can do the following:

Adding reviews / social proofs and trust badges: If you haven't had any reviews online, you can include the testimonials from your offline customers. My impression on your online store is that it seemed new, and it didn't have any reviews, I will hesitate to buy.

Adding the images of your physical store (so people will know that it's a real business): You can add 1 or more images (in a slideshow) to show your store in that section

Have clear return and refund policy: Even the items are non-refundable, it's highly recommended that you clearly mention those information from the website footer.

For more tips on creating store credibility, you can visit our guide here https://pagefly.link/ATbKuPkz 

- Promote your gift boxes on Home page: as people are looking for gifts from friends and family now, you can show your options 

If you theme doesn't allow you to create those changes, I hope you may consider our app - PageFly Landing Page Builder. PageFly has a Free plan where you can use all features and create different page types so I hope give us a try.

PRODUCT PAGE

- Allow people to zoom in and see the product image. Especially on the product https://www.lululavender.com/products/gift-box-of-3-french-lavender-sachets It's nicely packaged but I would like to have a closer look as the images are quite small on my screen

- Have 3-5 images for each product: you can have image of the product in use. It can give the visitors the context of using the Lavender Sachet, describe how nice it looks with someone's closet.

- You mention that it can be a gift => you may charge more for wrapping and show the pretty packages

- Add You may also like: As a minimum order should include 5 sachets, you can suggest people what else to buy.

CART

- You mention a minimum order of 5 sachets but even with only 1 sachet I can go to checkout, and what if I buy only 1 gift box? and if I buy only 1 gift box, will the shipping rate is huge? The customers might have those questions, so please consider them in your policy.

- Also you may offer Fast shipping or Free shipping for order over $50, it can be less confusing the policy of 'minimum order of 5 sachets'

- When I viewed the cart, I see PayPal and checkout, it could be confusing as people might question if there's any other payment method available or only PayPal, should they click on PayPal or click to Checkout

=> I suggest you mention available payment method and give only checkout button so they can continue with choosing payment method at checkout.

I hope those comments above are helpful, if they are, please let me know by giving it a Like. Thank you and I wish you the best of luck in this sales season!

PageFly.

[Dan_From_Ryviu]

Hi @Lulu-Lavender, you must make your site look trustworthy then visitors will buy from you by adding legal pages examples like Privacy Policy, Shipping & Return Policy, Terms of Services...

The next level to get sales is online marketing(ads, social posts,...) and then customer support. 

[Lulu-Lavender]

Danny thank you very much for the in depth feedback you have given me much to think about and work on.

[waytoapps]

Hello @Lulu-Lavender 

Hope you are doing good. Your store looks nice and here are few suggestions.

• Add a logo which gives identity and it also separates you from the competition.
• Make header sticky for easy navigation. It helps customer to access menu at anytime they want.
• Expand hero banner to a full width, as it gives good impression when customer lands on the homepage.
• On the hero banner customer should be able to click on CTA button. Add shop now(CTA) to navigate to the product page/Collections page.
• Display testimonials/Reviews on the homepage.
• Make Social links open on new tab.
• There is no terms and conditions checkbox at checkout. I suggest you to install an app from shopify app store which provides 'I agree to the Terms and Conditions' before checkout .As it makes easy for the customer to read your terms and policies.
• You can also sell your products on Etsy marketplace as it is very good platform to sell unique, handmade and Vintage goods . If you are already selling on Etsy store consider our Etsy Integration app in the shopify app store. Etsy is a Huge marketplace for selling creative goods such as art & collectibles, crafts & supplies, jewellery &accessories and more,  if you have any unique/handmade/vintage goods in your store, you can give further exposure to your products.

[Dirk]

Anytime, @Lulu-Lavender! Best of luck with your business this holiday season and beyond.