Started from the bottom, and now Shopify has over 500 000 active stores, and they’ve collectively driven more than 40 billion (dollars) worth of sales.
Not too shabby if you ask me.
Whether you’re gearing up to launch a store on Shopify (or you’re troubled by minimal growth), you don’t want to be making these mistakes on yours ...
There is no one-size-fits-all
Shopify has grown exponentially in the last year.
Besides the unfortunate coronavirus pandemic, Shopify has proven – time and time again – the need for an ecommerce store. Offering an affordable, diverse, easy-to-use platform for online and offline retailers, they've reached a growth of 109% year on year. The winning setup is there – it’s what you make of it.
Launching a successful Shopify store is more than meets the eye. Many entrepreneurs assume that it’s just plug-and-play, but there is still work to be done. While the setup is effortless (it can take as little as 15-minutes to set up and launch your store), you still need a marketing strategy that is Shopify-specific and helpful to your brand. A flawed approach can lead to issues: high traffic and low sales. (Or, worse, a damaged reputation and a failed store.) As it is, 95% of Shopify stores fail, so read on to prevent that from happening to your business.
Mistakes that should be avoided
A blurry vision of who your ideal customer is
It’s a commonality that people (still) begin business ventures without having a clear understanding of who their target audience is, what the ideal customer profile looks like and how their brand can appeal to a “modern buyer” who would invest in their offerings. Customer knowledge is fundamental to the success of product performance, customer experience, marketing, and much more. It makes you stand out in a cut-throat market. Without a straight-forward brand vision, it will become much harder to engage customers, analyze the value of an interaction, improve the customer journey or compete with others in real-time.
Outdated or inconsistent product information
Ever leave a website prematurely because of poor information? Customers deal with this daily, and Shopify store owners are notorious for this. Think about it; 98 percent of consumers don't make a purchase during their initial visit to a brand website. They read through your product page, descriptions, specifications, and features. If a customer is not intrigued in less than 15-seconds, they will leave. Use compelling, rich content that tells stories about your products. Incorporate visuals that are appealing, lengthy descriptions, and keywords. By optimizing your content for search, you can rank higher and, in turn, increase sales.
Poor user experience and complex taxonomy
It’s easy to provide a poor user experience when you’re focused on the look and feel rather than the functionality. A design could look appealing to you but horrible to a customer. Why is that? Because a customer is not looking at the pretty pictures and warm undertones you’ve used. They’re looking at how to navigate your information to find what they’re looking for.
High-converting Shopify stores have the following functionality and experience elements in common: a fast-loading storefront, clear and concise product taxonomy for content, a safe and secure checkout process, and relevant product information that is error-free. Consumers are becoming more vigilant about shipping and delivery costs that secretly waddle their way into the overall amount. It is suggested that a product’s price is in relation to the shipping cost before another customer abandons your website due to inconvenience.
Not tracking product performance
Digital data is the telltale sign of your Shopify store’s health. Without monitoring, tracking, or analyzing product performance frequently, you’ll never know what works, what doesn’t, and how you can improve. With the right tools, you can record any activity that takes place within your store. You can see who your customers are, what they’re searching for (based on keywords), and how they search when they access your store. The feedback from these insights will enable you to update your strategy in real-time and guide your actions before it’s too late.
Using a cluttered, messy layout for your products
There is a difference between an ecommerce store that just looks eye-catching and something that combines practicality and aesthetics. Research the market and ensure your store design is competitive and complementary to your business objectives. Aim for as few disruptive elements as possible, and focus on making the path to purchase a sleek, seamless one.
Think about the colors you’ve used and how they make your customers feel. Consider your visuals and how they interact with your copy. Does your content tell the story you want your customers to see? By monitoring customer behavior with your brand in parallel with performance, you will get a better understanding of what your customers’ experience is like.
Not having a multichannel marketing plan
To truly succeed in ecommerce selling, you need to go multichannel. It will accelerate your digital commerce and add value to the overall customer experience. A multichannel approach will enable you to target customers in various buying cycles on different channels. Whether it’s a marketplace, a comparison search engine (CSE), or a social media platform, you can increase your visibility by getting your products in front of your ideal customers. By maintaining your ecommerce presence on a single-channel-only – your Shopify store – you’re missing out on an abundance of opportunities to meet your customers where they’re shopping.
Nowadays, more than 73% of customers shop across multiple channels, and those who do, are worth 30% more in lifetime value. It’s a no-brainer to sell on more channels, but it can be overwhelming if you’re having to manually format content outside of Shopify for these channels. By connecting a Product Information Management (PIM) system to your Shopify account, you can manage, edit and share accurate, optimized information to new channels in minutes.
Get your Shopify store up to scratch with a PIM!
Look at your store with a bird’s eye view, and use these mistakes as tips to prevent failure. With the right tech in your court, you can take your Shopify store from strength to strength. A next-generation PIM like Plytix ties all these loose ends together in one central location. Use this tool as a connector to syndicate all your Shopify-ready assets to your storefront today.
Book a demo today and learn more about the features we have to add value to your brand!