HOMEWORK: Shopify Collections For Holidays, photographs
Repurpose "our look" to:
shop our/ NEW arrivals
and Shop/ what we're cooking: the recipe
heck out Shopify's video series about SEO • Learn more from Google • Set up a Google Webmaster Tools account
What makes photography + text the next best thing to seeing our product in person and trying it out?
- when we have a customer in, what do we spend time showing her or him?
- What important info makes a sale
- Benefits VS features
- Finding keywords and applying to ALT TEXT? Shop our <product or collection title> store
Build Customer Requests with thanks - new arrivals Promotional Themes for Collections
Build: * Summer Picnic * Farmers Market * Black Fridays *Sushi Lovers *
Poss temporary/ promotional collections:
- Holidays, both major and obscure
- Color or pattern themes
- Style themes (wine lovers hosts what else l)
- Seasonal trends (e.g. spring cleaning, back to school, first dorm college apartment, celebrations)
- Shape themes (circular designs or fabrics)
- Price ranges
- Gift guides by personality or interest (e.g. gifts for the outdoors lover)
- Professsion / Gift (e.g. desktop items)
- Guides pulled together by professionals (chefs' favorites; designer guides, blogger guides, toys for kids picked by a teacher)
- Inspired by a particular thing (e.g. inspired by a photo, a place, or even a single object)
BY THE NUMBERS:
Under 1000 visits per month: It is too early to be optimizing. If you have an absolutely dreadful website, bring it up to a basic standard of best practices. Focus on getting traffic and gathering data. Make sure you're set up to collect good data that won't lead you astray. When we analyze sites at this level of traffic, we offer caveats about making assumptions based on preliminary data. We work with many business owners at this level, making sure to add in traffic-generating support services.
1000-2000 visits per month: You can start looking at what is working well and what is yielding poor results. You can begin using this information to focus your traffic-generating efforts. For our clients at this level, we're able to identify problems that could be lowering conversion. We can identify content that is working especially well and should be highlighted. The data usually inspires many hypotheses to test and other strategic next steps. Business owners at this stage often don't know where to focus to get to the next level and our data-based recommendations are a big help. This is a great time to optimize your website to improve conversions, either with or without our team.
Over 2000 visits per month: This seems to be an unofficial threshold that indicates an established business. At this point we usually have meaty data, diverse traffic sources, and fascinating insights. It's also a point at which moving the needle even a little can make a big difference in revenue.
Create a mailing list strategy and design your site to funnel traffic through your newsletter to checkout and back again. Analyze your data to see what's working and what to improve or drop.
How are we tracking where traffic is coming from and potential customers' expectations?
There are so many ways to look at segments of your traffic: • Desktop / Mobile • Traffic coming from Google / social media / email • Men / Women • Age groups • Geographical locations • ...and many more! All these different traffic streams will have different conversion rates. If, for instance, Instagram traffic converts at 1% and Facebook traffic converts at 5%, it might be time to up your Facebook game and spend less time on Instagram. Or to come up with a better Instagram strategy. 8 If men buy your product like crazy, but you've been talking to women, it may be time to be more inclusive with your marketing. If you see that your desktop traffic converts at 3% and people on a phone convert at 0.5%, it may be time to improve how your site works on mobile. Maybe not, though. It could be that you've just been sending a terrible mobile traffic stream to your site, and the site itself is fine. For example, if 50% of your traffic came from poorly targeted Facebook ads that converted at 0.2%, that drags down your overall conversion rate. Even if the other half of your traffic converted at 4%, your overall conversion rate is 2.1%. But you can expect well-targeted traffic streams to convert much better than that. Newsletter/email traffic often has a very high conversion rate—these are your repeat customers, and the backbone of your business. Don't neglect your mailing list strategy! You can't always change one thing and expect it to dramatically improve your conversion rate. You may get lucky—maybe your shipping costs were the only thing stopping people from purchasing. But more often, it will take multiple optimizations. Conversion rate is an important thing to be aware of, but your main focus should be on actual income; the dollar amount your website makes you.
What Kind of Conversion Rate Can You Expect? An average ecommerce website will have a conversion rate of around 1-3%. Ideally, you want your website’s conversion rate to exceed that. A good conversion rate would be around 4%. We’ve seen our clients with great marketing strategies and a serious work ethic have higher conversion rates of closer to 5-7%.