Apr 5, 2018 04:22 PM
(This post was last modified: Sep 21, 2018 01:52 PM by Enzio.)
![[Image: 88b3850558b8de629040317b1d42f220.png]](https://gyazo.com/88b3850558b8de629040317b1d42f220.png)
So I've had many users PMed me asking what they could do to make more money on their Shopify store but it just takes a lot of time
to go through everyone's ads and stores and spot exactly where are the problems and what can they do to fix them. This is a client I was working with
for the past week. So... think of this as a case study 🤝
Before we start, you should know that he was already making a few sales before but his ads just died and everything stopped and he started
losing money every single day. He already figured out what was working but he could figure out how to actually make money from his products
without losing money everytime he scaled. This is mostly for those who already have something that is working and is past the testing phase.
Facebook Ads:
When I first start my ads, I always start with the US but he decided to start with US/Canada/UK/Europe/AUS/NZ. Which is fine, for the most part, but there was a slight problem with that. Facebook was displaying his ads to all those countries but only 3 of them were having the highest ROAS(Return On Ad Spend). Basically, he was spending money on countries that were not converting at all. The issue here is that most people who use Facebook Ads do not actually read their ads data and I've seen it countless of time from users sending me screenshots of their ads manager.
If you do not spend time reading your data and figuring out where you are spending money, you will lose money. So what I did is I break down all his ads by gender, region, country,time of the day,etc and found out that the only countries making him sales were; Canada,US and England. Australia and New-Zealand were working quite too but they were not bringing that much of a ROAS. Then, I found out that the only people from 21-45 were buying his products.
So he was showing ads to people over 45 but they just weren't converting. Then, I found out that he would only get sales from like 3am to 10pm.
So I made new ads with everything I just said and the ROAS was already better. However, even though we were getting traffic, it just was not converting that well. Which brings me to my next point.
Store Optimization:
So like I said, although we were getting traffic, it was converting at 1%. While the market's average is 1-2%, in his niche it was not enough.
I've paid a lot of money to figure out how to properly optimize a store so I will not give you exactly what I did to his but I will still give you some steps you can do.
1: A big green Add To Cart Button.
Some of y'all store, I need put my glasses and squint like an idiot to figure out where is the add to cart button. Customize your store so that the ATC button is big enough so people can see it. If people have to find where to add the product to their cart for 2min they will leave. I said green cause it is said to be one of the colors that convert the most but depending on your store, it might be different. For example, for Amazon, it is orange. So test it.
On my client's store, it was VERY small and black. I personally did not like it and changed it right away and things got better.
2: Store speed.
If you store takes more than 5 seconds to load when they click your link on Facebook I can promise you that you will lose 50%+ of your customers.
If your store is slow, stop whatever you are doing and fix that issue. On my client's store, it would take 9 SECONDS for a page to load while it would take 1-2 seconds on my store(https://gyazo.com/48370b5ef25490b4999e8f4ae47722bd). Having a lot of apps can and will slow your Shopify store.
Don't go and download useless apps. Images....Images from Aliexpress will drastically slow down your store. Try to compress the images and it should increase your store speed.
3: Cart Page
On my client's store, nothing was wrong here but I've seen some stores where the option that forces people to create an account to purchase a product was enabled. He legit had a conversion rate below 1%. He just could not understand why no one was buying. So he contacted me and we found out that no one was buying cause they did not want to create an account. So make sure that option is not enabled in your store.
If you have a PayPal button on your checkout page, you might want to remove it. You should let the customer reach the checkout to pay and not before that. If you don't know how to remove it, there is an app called "Hide PayPal In Cart" that can do it for you.
4: If the first image the customers see once they land on your page is not the product you were advertising or they have to scroll down for a sec to see it, it will also kill your conversion. Make sure that the first thing they see when they land on your page is the product image.
5: Email popups or any kind of popups.
Stop asking customers to give their email the moment they land on your page. Use google analytics to figure out the average time customers leave your store and then...Then you display the popup asking for an email with a discount. They don't know your brand and probably don't feel like giving their email so easily. Once again, this was not the case in my client's store but it's still important to know.
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Increasing you Average Order Value(AOV):
This is really important and a lot of you guys are not doing it. You should always upsell and offer bundles on your winning product. On my client's store, he was selling one product at $22.99 and once customers would buy it, he would not upsell them with anything else or even offer a bundle. If you're not doing this, you are leaving a lot of money on the table. If your AOV is $20 and you spend $5 to acquire a customer, if you are able to increase your AOV by $10...20...40, you will be able to spend more money on the front-end to acquire new customers cause your backend is making you more money. On my client's store, he was selling a necklace at $22.99 so what I did is, I upsell the customers with the same exact product but as a ring.
AOV increased to $44(or something like that). Now by doing so, he can spend more on the front end without worrying about losing money.
Retargeting:
Retargeting is the most important thing a marketer can do. It's proven that most customers will not buy the first time they see a product. They need to see it a few time before they decide to buy. On my client's store, he was not retargeting. So those who would not buy the first time they landed on his page would never see the ad again. Retargeting ads will have the highest ROAS. If you are not retargeting right now, then what are you doing?
I'm not going to say how I retarget for obvious reasons but the moment you start to get sales for a certain product, start retargeting.
I may have forgotten some stuff but yeah...That's it. Now go and make some money 🤝
Edit: If you want some apps for upsell, I recommend Upsell Hero, One Click-Upsell and Carthook.
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