How to Get the Most Out of Your Shopify Store Builder

November 19, 2019
Derek Cromwell

How to Get the Most Out of Your Shopify Store Builder

November 19, 2019
Derek Cromwell
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The Shopify store builder provides a streamlined environment for quickly tackling new product launches, managing customers, ship, manage operations, and launching new campaigns quickly. All while providing a suite of native features and a level of customization that allows you to create rich customer experiences.

Shopify has created a platform that makes it easy for a total beginner to launch an eCommerce store. At the same time, the Shopify store builder is packed with enough versatility to handle even the largest enterprise brands including:

·         Jones Soda

·         Red Bull

·         The Economist

·         NYTimes

·         Leesa Mattress

·         Penguin Books

Shopify Merchant Growth
Image Source: Sumo

More than 11 million global eCommerce sites sell less than $1,000 annually - compare that to the roughly 1,000 stores exceeding $10 million in annual revenue, according to data shared by PixelUnion.

To outsell the competition, you need to know how to make Shopify work for your business. In this article, we’ll dig into the features you should leverage in the Shopify store builder to take advantage of the platforms scalability and versatility.

Take advantage of Shopify POS

Shopify POS lets you leverage any opportunity to sell your goods in person. In addition to selling online, Shopify offers a POS app so you can take payments no matter where you are using a card reader that attaches to most smartphone and mobile devices. This is perfect for any retailer utilizing pop-up shops, kiosks, brick and mortar locations, or conventions and events to increase sales and exposure.

Shopify store builder
Image Source: Shopify

Segment your customers for laser-focused targeting

The Shopify page builder isn’t just a platform for selling products. You also have access to a wealth of data you can use to boost sales and stay connected to targeted audience segments.

When a registered customer checks out, their purchase details are logged in your system. All you have to do is understand how to use that data to make it work for you.

For example, let’s say you sell a line of specialty coffee beans that’s popular with a certain demographic. The brand later releases another type of coffee bean. With the data stored in Shopify, you can easily recall each of the customers who purchased the brand’s product in the past and send them an email to let them know about the new release.

Just be mindful that you risk lowering conversion rates if you force customers to register. While some studies have shown little difference in conversions between guest accounts and registered accounts, conversion experts widely agree it’s better not to force account registration before checkout.

In fact, ASOS managed to cut cart abandonment rates in half by removing the mention of creating an account.

Increase conversions with alternate payment options

While payment takes place at the very end of the customer’s shopping experience after they’ve already made a decision, there’s still an opportunity for a customer to change their mind. Studies have repeatedly shown that giving customers more options for payment consistently increases conversions.

It’s standard to accept credit and debit cards, but with the Shopify store builder you have a lot more payment options to offer customers.

In fact, Shopify offers over a hundred different payment gateways you can configure to make it easy for customers to checkout. This includes options like:

·         Stripe

·         Amazon Pay

·         PayPal

·         Shopify Payments

·         Quickbooks Payments

And a host of other regional gateways as well.

Make checkout easier and reduce cart abandonment by adding alternate payment methods to your store today.

Customize the checkout in Shopify Plus to lift conversions

“An ecommerce site that I analyzed recently had a payment page in which 84.7% of the traffic proceeded to buy,” writes conversion expert Peep Laja, founder of ConversionXL. “I calculated that if we could increase that to 90%, it would result in 461 more orders and an additional $87,175 per month—23.9% revenue growth.”

Checkout page
Image Source: Copyblogger

Small gains can bring significant revenue to your online store. Customizing your checkout to reduce friction is one of the easiest ways to see those small gains.

According to Shopify, the top 4 reasons for cart abandonment include customers struggling with complicated checkout processes. Thankfully, Shopify Plus allows for a fully customizable checkout process, so you can reduce the number of form fields and steps to take your customers from a purchase decision to a completed checkout in a snap.

Use the Shopify store builder for omnichannel selling

The most successful online retailers maximize revenue and visibility by selling products across more channels outside of their Shopify store. It’s a growing trend you should take note of, as Harvard Business Review conducted a study revealing 73% of consumers “…used multiple channels during their shopping journey.”

Shopify multichannel
Image Source: Shopify

What’s the benefit to you?

Customers who used multiple channels (4+) spent 9% more, on average, when compared to consumers who used just one channel. Retailers using an omnichannel strategy saw a 15-35% increase in average transaction size and a 30% higher customer lifetime value.

Keep in mind that other sales channels are already appealing to customers. Nearly half (48%) of online shoppers go straight to larger marketplaces like Amazon to find products.

You’re missing out if you’re not selling through those channels.

Shopify has you covered though by offering omnichannel retail through its platform. With Shopify, you can sell everywhere, including:

·         Your online store

·         Integration with social media channels and platforms like Instagram, Facebook, and Pinterest

·         Online marketplaces like Amazon and eBay

And like true omnichannel, all of those sales channels can be managed from within your eCommerce store builder.

You can still get in ahead of the competition since data from Statista show that only 22% of North American retailers consider omnichannel a top priority.

Setup custom scripts to enhance discounts

Every eCommerce platform gives you basic options to create coupon codes for your store. It’s a necessary option when you look at consumer trends. According to a 2018 study, approximately 75% of every age group between 18 to 59 rated discounts and coupons as “important” when making a digital purchase decision.

On average, 50% rated discounts and coupons as “very important.''

But individual discount codes can become cumbersome and difficult to manage over time. Shopify Plus offers a scalable solution using custom scripts.

Shopify cart
Image Source: Shopify

Custom scripts remove the need to manual generate coupon codes or settle on one-size-fits-all discount pricing. You can use this feature in the Shopify store builder to manage a variety of incentives and discounts like:

·         Percentage (%) or amount ($) off products

·         Tiered pricing for volume

·         Free shipping thresholds

·         Buy one get one (BOGO)

·         Discounts based on past purchase behavior

For example, Merchology uses custom scripts in its Shopify store to identify changes in size and quantity, and automatically adjust prices in real time to apply discounts.

Streamline operations with Shopify’s integrated fulfillment services

As your online store grows you also need to think about scalability within your operations and logistics. Do you have the staff and warehouse space to handle the increased inventory and order volume?

These are some of the most costly areas of operating an online store and include the most time-consuming tasks. If you’re running a skeleton crew then you’re always playing catchup to get orders out on time, check in new inventory, handle returns, etc.

The last thing you want to do is take your own attention away from growing your business to work in warehouse and shipping because you’re short staffed.

Your Shopify store builder also provides access to Shopify Fulfillment services to do a lot of that heavy lifting for you. Through Shopify, you can partner up with existing fulfillment services like Amazon and Rakuten to handle all that for you.

If you’ve never used a fulfillment service, this includes:

·         Warehousing inventory

·         Preparing products for shipment

·         Packing orders

·         Shipping to customers on your behalf

As far as the customer knows, the product came from you.

You can easily manage this in Shopify by going to Settings > Shipping > Dropshipping & Fulfillment.

Customize email campaigns to recover more abandoned carts

Not every customer who adds a product to their cart will complete a purchase. In fact, the average cart abandonment rate for eCommerce is just under 70% based on extensive, ongoing studies from Baymard Institute.

Checkout abandonments
Image Source: Baymard Institute 

Shopify provides native functionality to help recover some of those abandoned carts using automated email sequences. If customer data is available, Shopify will send them a series of emails reminding them of the abandoned cart along with the products they left behind.

The default template already exists, but you should customize it to make it your own.

Add your brand’s personality and tone to the emails for a more personal experience, and customize the emails in a way that enhances the relationship with the customer.

For example, instead of just showing the product they left behind you might also include a list of recommended similar products to help the customer find what they’re looking for. You could also include an exclusive discount to entice them to complete the purchase.

Customization is worth it. The average open rate for abandoned cart follow-up emails is 45%. It’s the perfect opportunity to leverage the already-high level of consumer purchase intent.

Recommend similar products to further reduce abandonment

You don’t have to wait for an abandoned cart email to recommend similar products to your customers. Shopify has the functionality to allow you to make recommendations throughout the customer’s shopping experience.

Those recommendations can push revenue much higher in your store.

One study from Predictive Intent showed that similar recommended products with a higher price point placed in view of customers were 20 times more effective at increasing order value than recommended products placed to the side or well below the fold.

Take a cue from Amazon, as they’ve spent considerable time tweaking the layout of the shopping experience to maximize conversions. On Amazon, bundle recommendations and similar products are typically placed adjacent to the currently viewed product.

Retain more shoppers with custom content and landing pages

According to a 2017 consumer shopping report from Salesforce, 85% of consumers conduct online research before finally making a purchase decision online.

If your customers can’t find answers to all their questions while in your store, they’ll search elsewhere until they’re comfortable with making the purchase. Unfortunately, if their quest for answers leads them to a competitor site they’re more than likely going to make the purchase there rather than backtrack to your store.

To avoid this, provide prospective customers will as much detail as you can by creating accurate, high value, content-rich product pages and landing pages.

The Shogun Page Builder App for Shopify let’s you quickly customize the layout and elements of any page, including product and landing pages, for a more engaging shopping experience. With Shogun, you can reduce the amount of time it takes to create pages by 80%.

Instead of long walls of text, you can create intuitive and easy to scan element and content blocks that provide customers with all the information and visual cues they need to make an informed purchase decision.

And thanks to Shogun’s drag-and-drop interface, all that customization can be done without editing code. Just drag, drop, save, and publish your new content.

Use Shopify reports and split testing for data driven decisions

If all you ever did was guess at changes to your online store, you’d never be able to maximize conversions save by happy chance.

Thankfully, the Shopify store builder removes guesswork by providing a comprehensive suite of reporting and analytics to help you see how products and pages are performing throughout your store.

Considering only about 2.86% of eCommerce visits result in a sale, you want to do everything you can to increase conversions.

For example, if your Shopify stores averages 2% conversions store wide, an increase to just 4% will double your revenue. And truthfully, that small increase doesn’t take much.

But in order to get there you need to know how your current store impacts conversions, and how changes you make to the customer shopping experience improve or negatively impact customer purchasing.

Split testing your changes is critical to see how one variation performs against another.

Shopify split test
Image Source: Shopify

There are a variety of AB testing tools that can be used to run revenue-driven tests. Our Shogun Page Builder App for Shopify also includes AB testing tools to help you test the performance of the custom pages you create for your Shopify store.

Use reports in the Shopify store builder to help you make data driven decisions. While every Shopify user has access to the reports Overview dashboard and Finances reports, Shopify Plus users and enterprise customers also have access to extra reports including acquisition, behavior, and marketing.

Remember, revenue is the essence of eCommerce, so never stop testing content and design iterations to maximize the profit of your Shopify store.‍

Derek Cromwell

Derek is the founder of Thunder Bay Media and lover of everything related to content writing and copywriting. He has 15+ years of copywriting, content writing, and digital marketing experience and is a featured guest blogger published by more than 30 marketing publications.