Optimising. Always.
Creative, converting strategies for boosting e-commerce sales
As an e-commerce manager, director, brand lead or founder, you might think your brand is robust and your product is impressive, which I am sure it is, yet you're facing a common challenge: How to improve your brand's online metrics (and sales) despite your best efforts. So, how do you improve these numbers? The key lies in understanding how to optimise your e-comm brand and Shopify store for ultimate sales success. That said, we know a thing or two about improving conversions, so here are our recommendations on where to get started:
Increasing e-commerce sales: Where to start?
Okay, you might be seeing where we’re going with this, but are you leveraging the power of Shopify for your e-commerce business? If yes, you're already at an advantage.
If not, why not? Shopify outshines other e-commerce platforms with a staggering 36% higher conversion rate! This statistic alone speaks volumes about the platform's effectiveness in turning your visitors into buyers. That said, if you haven't transitioned to Shopify yet, now is the time to consider making the leap. If you’re not totally convinced, you can always read on to understand why making this move could be a game-changer for your business by exploring more at Why Shopify.
But the short of it is that as an e-commerce brand, Shopify empowers you with a suite of tools to enhance your online store directly within the Shopify theme. This level of control and customisation is a significant asset, allowing you to implement changes and adaptations swiftly and effectively without notice.
No matter if you are a young, boot-strapped brand or a major enterprise behemoth, Shopify (and Eleven) has your back. Build out of the box with Low and No Code to executing unique, complex technical deliveries bespoke to your business needs.
All of this, coupled with the right tech stack/Apps - Subscriptions, Email, Personalisation, trade-in (shout out Tern) - the list goes on. Do this and you have your foundations in place.
Identifying opportunity: Time for a tactical shift
However, don’t get us wrong; success isn’t all about the tools that you use. You can all the tools in your box, but you need to know what to do and how to use them. So, even with the best tools at your disposal, your metrics may not measure up. But what can you do? Well, we recommend you take a tactical shift and consider a specialised optimisation program: by focusing on key performance indicators such as Conversion Rate Optimisation (CRO), Average Order Value (AOV), and Lifetime Value (LTV), you can address the areas that directly impact your revenue and customer retention.
Starting with a deep dive audit.
The first step is a deep dive into your current brand and e-comm store and really understand the nuances of your data. For example, is your conversion rate on point, but your average order value (AOV), well, average? Are your customers not coming back as frequently as before, indicating a drop in repeat purchase levels?
Understanding these metrics compared to market benchmarks will provide you with a clear picture of where your store stands and where it can improve. A data-driven approach is crucial for making informed decisions that can steer your e-commerce store to growth and success.
What you should always be optimising
Once you've pinpointed the metrics to improve, it's time to focus on finding gaps in key aspects of your site. As a starting point, ask yourself the following questions:
Navigation
Your site's navigation is more than just a menu; it's the guiding compass for your customers. It needs to be intuitive, allowing them to find exactly what they're looking for with ease. Moreover, consider its flexibility for integrating marketing messages or promotions. A prime example of effective navigation is seen on Kavee’s website, where ease of use meets strategic marketing placements designed for a specific target audience; children & parents/carers.
Product Display Page (PDP)
The PDP is where your products make their first impression. Here, the goal is to display your products' features and benefits compellingly:
Ensure that crucial product information is above the fold, catching the viewer's eye immediately.
Your images should be optimised for both mobile and desktop, providing a seamless visual experience across devices.
The 'Add to Cart' button must be prominently placed and easy to find. For inspiration, look at our work for Days Brewing’s PDP, where we masterfully balance informative content with an inviting layout of Days Brewing Mixed Cans.
Reviews; Social proofing to help convert those on the fence customers. Also a great way of maximising your NPD. See our favourite ath-leisure brand SEFI
Cart Draw
The cart draw is a critical moment in the customer journey. This is where you can incentivise additional purchases and make the final push towards conversion. Clearly display essential information and consider incorporating elements that encourage further shopping, similar to the approach seen on TRIP, SEFI or Kavee’s stores.
Targeted Landing Pages
Your advertising spend deserves landing pages that convert effectively. By crafting customised landing pages, you can ensure that your marketing efforts have the maximum impact, smoothly transitioning potential customers from passive observers to active buyers.
This is a great way to A/B split test traffic to understand what content, USP or imagery really connects or like we did with Kavee build a funnelled ’cage builder’ flow for increasing AOV. Take a look below:
Optimisation never stops: Continuous improvement
Despite many thinking the complete opposite, optimisation is not a one-off task; you can’t really “one and done” the process. In reality, it's a commitment to ongoing improvement. This involves regularly scheduled audits, keeping abreast of consumer behaviour trends and updating your strategies accordingly.
For instance, we recommend our partners take regular site audits that are essential for ongoing improvement and focus on user experience, conversion paths, and overall site performance. This continuous evaluation ensures that your Shopify store remains competitive and efficient.
More so, take the time to identify and promote a gateway product that appeals broadly and encourages further exploration and purchases on your site. This product should align with your audience's preferences and serve as a stepping stone to larger purchases.
Think gifts, loyalty early access, return programme, low cost or free samples, free delivery…
Final word: Creative solutions, not cookie cutter copies.
Understanding and optimising Shopify is a complex task that requires expertise, insight and experience. The most important thing to understand is that what works for a competitor may not work for you. We at Eleven implement creative thinking that converts. We consider ourselves as a partner in your optimisation journey, taking great pride in delivering unique experiences that connect you and your customers. Navigating the ecommerce Shopify landscape can be daunting, so let us demystify the acronym heavy sometimes overly technical world of optimisation.
