Shopify is great. Isn’t it? You’ve got your own online shop front right there where everyone can see it. What a great selling opportunity!
You’re not getting quite the level of sales you hoped for. A shopper arrives on your landing page, bounces off and never comes back. Or gets to the product page and then…leaves. It gets more frustrating when they leave after filling their shopping cart, leaving the full cart behind them. Or, worse, they actually start to check out but don’t finish.
What Can You Do About It?
You put a lot of time, effort, and money into making that Shopify store the best you could. There has to be a way to improve shopper response.
Here are quite a few, based on the most common scenarios why people don’t buy.
SCENARIO 1: The Shopper Looks Around, But Doesn’t Put Anything In The Cart
Have you thought of adding an exit overlay? These use something called exit-intent technology. You’ve got a CTA (Call To Action) but the shopper is about to ignore it and leave. The exit overlay sees that happening and steps in to up the urgency of the CTA – “Choose your size” becomes “Choose your size now”. A small change, but you might be amazed how often it changes browser to buyer.
Or maybe it’s as simple as changing the color of your CTA button. Do an A/B test and find out which colors get most conversions.
SCENARIO 2: The Shopper Comes To The Product Page, But Then Leaves Without Buying
Do you need to improve the quality of your images? Maybe the ones you’re using aren’t attractive enough.
Or maybe change your guarantee? You offer the same thirty days as everyone else but you don’t get more than 5% returns, so change your guarantee to 90 days. It won’t cost you anything but it will tell shoppers how confident you are about product quality and customer support.
Try the low stock ploy – say there are only three left and if the shopper doesn’t buy now, tomorrow may be too late.
People love videos. As well as putting your reviews in text format, video a couple. Don’t forget to check whether conversion improves (and that goes for every one of these suggestions).
Make sizing easy. Don’t lose a customer because they couldn’t work out what size they needed. Provide a chart or some other way of showing which one they need.
SCENARIO 3: The Shopper Starts To Check Out – And Then Leaves
This is infuriating. The shopper almost got to the point of handing over cash – and then left. Probably to go look at a competitor’s site. Stop him! Here are some ideas on how:
Get rid of any reference to promo codes. All they do is send the shopper looking for one – never to come back.
Make shipping free. Did you know one of the biggest objections people raise to online shopping is being asked to pay for shipping? Well, it is. If possible, include shipping in the price. And say so. In Big Letters.
Check the payment gateway. Shopify has a responsive Checkout and it works fine – if you’re using a third-party option like PayPal, that’s one more step for the shopper to leave without completing.
On the other hand, PayPal makes some people feel safer. Are you offering both options? If not, you probably should.
Email the shopper a couple hours after they leave with a coupon that offers a discount – but only for purchase before 4 o’clock that afternoon.
Use the Social Login app so that shoppers don’t have the bother of creating a new account when they visit you.
Leave products in the cart. If someone who didn’t finish the purchase comes back to your site, make sure what they’d put in the cart is still there. It’s amazing how often people will decide they can’t be bothered to go through the steps to put it back once it’s gone.
Remember Murphy’s Law – anything that can go wrong, will go wrong. It’s called Checkout – so check it out! At least once a week, get someone to test every option in the checkout process. If anything doesn’t work, fix it.
Are you selling to businesses? If so, is it harder than it need be? Many businesses can’t pay by credit card, so have a checkbox that says, “Order by phone, fax or wire transfer.”
SCENARIO 4: The Shopper Doesn’t Even Reach The Point Of Starting The Checkout Process
They looked at the products and they must have liked something or they wouldn’t have gone to check out in the first place. And then they stopped. Why? Here are some ideas for getting these lost customers to complete.
Is the CTA the best it could be? Do some A/B testing on things as simple as “Buy Now” against “Order Now”. See which gets the best results. Maybe they both sound the same to you, but people have increased conversion rates by 15% with changes as simple as that.
Shopify has a facility to add wish lists. You might be surprised how many people, having added a product to their wish list, come back later and order it.
Another good app is Adroll’s Shopify app. It puts ads for items they’ve looked at on your website on other sites they visit. Adroll claims a 1000% return on investment. Got to be worth looking at.
Shoppers like to know if they buy something when it will arrive. Tell them.
SCENARIO 5: The Shopper Comes To Your Landing Page – And Then Leaves
This happens too often. Marketing got them this far and now you want a conversion. Try some of these ideas.
Change a picture to video. We’ve already said this, but people love videos.
Then again, maybe a carousel with a number of pictures will beat the video. There’s only one way to find out – test, test and test again.
While we’re talking about testing is a good time to mention that some people don’t like carousels, either – and search engines can’t see them. So if you’ve got a carousel and you’re not getting the conversions you’d like, go back to a single image. The message, though, for all three of these suggestions is: only A/B testing will tell you what works for you.
How good is your landing page, anyway? We’re not trying to start a fight, but landing page design is an art. Try some changes. A picture as background. A long form instead of a short form – or the other way round. Other ideas:
Cut the number of links and make the path to the product page and check out shorter.
Add a chat window. If a shopper has a question, maybe getting an answer will close the deal.
Take a look at your pictures. Have you got people in there? Different genders, ages and ethnic backgrounds? If not, change them.
While we’re on that subject, are the people in the pictures smiling? Some Shopify sites have seen double-digit increases in conversion, just by showing smiling faces.
Testimonials – do you have them? They can be worth their weight in gold.
Test the site. The whole site. Make sure you don’t have any broken links. Get an outsider to tell you if there are any words or CTAs that might mean something different from what you intended.
We’ve asked a lot of questions and now will ask one more. What do you do to try to change shopper behavior?