Think you should kiss your shop layout goodbye? It's time to break it all down!
Shopify is one of the best (I think THE best) e-commerce platforms on the market now, especially for entrepreneurs who are just getting their online product stores started. But just setting up a Shopify store doesn’t instantly mean sales will start coming in; it’s a tool that you need to set up and use well.
Connie is a student in my 0-100K System, and she was willing to go into the hot seat and allow me to go through her Shopify store during one of our Facebook Live training sessions. Her biggest concern was that people were coming to her website, but not purchasing products.
Okay, you might be raising your hand and saying, “Hey Alison–maybe it's kind of products she's selling.” And yeah, the kinds of products you’re selling obviously make a difference in whether or not people buy them.
But there’s more to it.
In this case, Connie was working with influencers to build her e-commerce business. The influencers like her products and were promoting them well…after all, traffic was heading to the right place.
So if the product is solid and the traffic is flowing…
…it’s probably the way the site is set up.
Your Shopify store—or any e-commerce site for that matter—needs to always focus on delivering a great experience to customers. Can they find what they're looking for quickly? Is the site focused on them instead of being focused on your business?
Yep—good questions to ask, right?
Check out the video below, where we took a deep dive into Connie’s online store to give suggestions on what’s she doing well…and where there’s room for improvement.
What are some takeaways from this hot seat/Shopify makeover experience? Here are a few you’re going to want to consider with your own online store.
A big logo is a big mistake.
Remember: your site is about your customer and how your products will serve them. It’s not about you. Your logo should be small, and usually at the top left corner of your site. Don’t believe me? Check out Apple, Pottery Barn or Nike—some of the biggest names out there—and you’ll find they all incorporate this principle. (And if it works for them, don’t you think it’ll work for you?)
Tell 'em what you what them to do.
Having a strong call to action, or CTA, on your site is a MUST. Promoting a sale? Have new products in stock? Clearly show your customers what you want them to do and make it fast and easy for them to follow your lead. (And hint: toss the collection list that’s standard on Shopify. Use that space for your CTA.)
It’s all about location, location, location.
Okay, I know that's a rule in real estate—but it also applies to your online store. And the best location on your site is above the fold, or what people see on your site before they ever scroll. Use that space wisely because it can drive more sales faster. Again, make sure that CTA is front and center…and be SURE to look at your site’s mobile version as well as the laptop/desktop version.
Pictures are worth 1,000 sales.
Okay, I don't know if that's true, but it sounds good. Essentially, I just want to emphasize how important it is to make the main photo or image on your site BEAUTIFUL and CUSTOMIZED to you. The extra effort to create a lifestyle shot featuring your product pays off big time.
Emails and your mom.
Standard Shopify site templates have a “sign up for my email” section at the bottom. Ditch it, because your mom will be the only one who’s going to use it. Online shoppers are used to having a pop-up box or something in the header asking for their email…but they also expect an offer that comes with it. You need to give to get.
Even things up.
Yes, this is about photos again. Nothing in the world makes me (or online shoppers!) crazier than seeing product photos that are 87 different sizes. Photos need to be symmetrical: evenly sized, evenly spaced. Period. It looks far more professional and gives site visitors the impression that your online store is legit from the moment it launches.
Answer questions before they ask them.
FAQ sections are a must on pretty much every website—and especially on a Shopify or other e-commerce site. It doesn’t have to be a big long list, but help your customers know how to contact you, what your return policy is, what your shipping time usually is, etc. Make that info easy for them to find, and you’ll make their decision process easier too.
All about you.
What? Didn’t I say that your site wasn’t about you? Here’s the exception. You need to have an About Page on your site that shares a little info about your business. Share why you started it or what you wanted to create for your customers. The About page on my websites have consistently been the #2 place people visit after hitting the home page. Make yours count.
Show some personality.
I’m a big fan of using Shopify templates for e-commerce stores because they simplify the process. But every template out there lets you do some tweaks and customizations so that your site reflects your brand personality. Again, you want the experience to be focused on the customers, but have fun with your brand colors and make other adjustments that help to set your online store apart and make your brand even more relatable.
Now if you’ve hung out on my blog at all, you know that I love giving you cheat sheets and other freebies that help you make your online business better. Today is no exception. I’ve got a free Site Design Checklist for you that walks you through everything I’ve gone over in this Shopify store makeover post…and even shows you some great examples.
Seriously, you're going to want it. It's like having a hot seat Shopify store makeover all your own. All you need to do is click here, and it'll start winging its way to you.
Oh—and if you’re serious about starting an online business or building the one you already have, check out my 0-100K Masterclass. It tells you all about what my course is all about and why it might be the perfect option for you.