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Etherycle sometimes blogs about ways to make you more money!

Move over Unite, the big announcements are now happening twice a year with Shopify Editions, Shopify’s new semi-annual showcase.

CEO Tobi says,

“With Shopify Editions, we’re sharing our big bets and latest innovations in commerce so that those ambitious enough to try their hand at entrepreneurship can start and scale faster than ever before.”
hell yea, show me what you got, TL!!

The theme of this first Editions is speed of innovation. Let’s dive into the three announcements I’m excited about...

B2B: New Whole Experience on Plus

We’re starting off with a Plus-exclusive feature, but one that’s going to be very Welcome by existing Plus merchants and those looking for an excuse to upgrade… a revamped wholesale experience.

We’ve set up wholesale solutions dozens of times, and this sounds like the wholesale channel we wished we had. Native support for net terms, company profiles with different payment terms, self-serve portal, etc. We haven’t tried this one ourselves yet, but it could be a killer feature for Plus worth upgrading for.

Announcement | Learn More | Read the Blog

(We heard there are other big new Plus changes in the works, maybe we’ll see those at the next Editions.)

Shopify Functions: Long-term game-changer

Shopify Functions is new, technical, and going to be a little tough to conceptualize at first. Functions will allow developers to “extend or replace native Shopify server-side business logic to meet the unique business needs of our merchants.”

Available to all merchants, Functions are “...deployed with an app, and configured directly in the admin.” Long term, Functions has massive potential. It opens up a development path on Shopify that makes the platform extensible. A lot of kludgey apps may get replaced by more performant Shopify Functions.

Functions feels to me like a grown-up version of Script Editor. We use Script Editor several times a week to solve bespoke checkout-related issues for clients without apps or hacky workarounds. If Functions brings that same energy to more of Shopify, then the future is looking pretty bright.

Announcement | Learn More | There's a Discord too.

Discount Combinations

*“Finally–now you can combine discounts on the same order...”

No more Script Editor or app workarounds either. Y’all can quit asking me about this one. 😅

As one commenter in our Facebook group wrote, “Multiple automatic discounts at one time, praise the lord!!”

*This feature will be rolling out to all merchants over the next few weeks.

Plus 100+ more feature and updates

Editions is everything new year-to-date, today, and launching the next several weeks. There’s a lot to unpack.

Check it out:

We’ll discuss it on an upcoming podcast episode too.


Create a Wholesaler Link on Your Website

You’ll notice a lot of websites have a wholesale link in the footer. It creates an easy access point to start a dialogue. To weed out the tire kickers, you’ll want to ask questions like:

  • How long have you been in business?
  • Do you have a physical store?
  • Do you sell online?
  • Why do you want to carry our product?

Incentivize Them and Make it Easy to Buy

If you are on Shopify Plus, there is a wholesaler portal built in that will run all the discount pricing scripts automatically. If not, there are a lot of good apps to checkout like Wholesale Helper, Bold Customer Pricing and Wholesale Gorilla. These apps will help manage access to incentivized discount pricing and streamline them into your fulfillment workflow.

Help Them Sell

This is the opportunity that so many people miss! Don’t treat your wholesale customers like regular customers and forget about them. Create a newsletter just for your wholesale customers. Segment them into their own list. Put together marketing materials and promos that they can then use to sell your product. Help them sell your stuff and you will be rewarded.

We’ve all been here at some point. It feels like you can’t stop working, or things will just stop, but you don’t make enough yet to fully outsource. You created a business to have freedom and be your own boss, but before you know it it feels like you’re in this non stop hamster wheel. I’ve been there myself and these are the things I like to do to help manage it.

Get in the Right Mindset

I immediately start taking inventory of the things I’m grateful for. I think of all the wins no matter how big or small. Then, I run through my short and long term goals. When I remember the why’s behind my business it helps get me motivated.

Utilize Contractors to Outsource Important Tasks

In the beginning, you may not be making enough to hire full time employees. Contractors are great because you can outsource certain tasks, without taking on full time employee costs. Outsource tasks that are essential for your business to function, but that you don’t enjoy doing. When you take time to pause and really break down all the tasks you are in the hamster wheel doing, you may realize there are a lot that are sucking up time, but not adding much ROI.

Take a Day Off

Your business won’t blow up if you take one day off. You don’t even need to ask permission or forgiveness, because it’s your business! That’s the magic of it. Shaking up your routine and stepping back, even just for a day can help clear your perspective.

A homepage is an opportunity to nail a first impression with your customers. Some must have elements for killer homepage are:

A Hero Video

A well done professional video that shows people how cool they will be when they buy your product is a must have. It sets you apart from competitors and gives the customer an engaging interactive experience. Highlight the features of your product and show all the rad stuff it can do.


Below the video, have some text about who you are, what do you do, why do you do it, who makes your product etc…Utilize the positioning and messaging you created as your cornerstone here.

Top Collections

Highlight a couple collections to help move people through the product funnel. Also feature your best selling products.

Email Opt In

Make sure you have a way to collect people’s email addresses if they get to the bottom. Give them an opportunity to opt into your newsletter.

Paid ads attract top of funnel traffic. It’s usually a cold audience that isn’t at the buying stage yet. It’s just an entry point to your brand. Sometimes I see people send their paid ads to a collections page, which isn’t an ideal user experience. Personalized and targeted strategies perform much better.

For example, after someone clicks on your ad, send them to a landing page. A landing page made specifically for people that clicked on that ad. It needs to look and feel like a continued experience including headlines and photos. Then, get the clicker on some kind of hook. Use positioning and messaging that makes them feel like this is the product for them. Show the product and show social proof.

If you are getting people to click on your ad, right there that’s a win. Now, what are you going to do to help them move down the funnel buying process? You’ve whittled your audience down so retargeting and increasing the number of touchpoints will be essential.

Key takeaway: Facebook and Instagram aren’t going to typically be one click sales conversions. They are seeds for future sales.

It’s easy to get caught up in all the aps, flashy content and new softwares that can make you think - if I just do this one thing, that will be the turning point for my store. The best brands focus on one thing initially to scale - fundamentals. Don’t overcomplicate things.

Key Fundamentals Checklist:

Customer Service

Excellent customer service is what gives customers a great shopping experience and builds repeat business loyalty.

  • Make sure you have a returns manager - Bold Returns Manager is a great option.
  • Write up some FAQ’s and have them easily available.
  • Utilize support ticketing software to track and follow up on issues.


Positioning is vital for your business and story to extend beyond just a product or service offering. It’s what your customers will identify with.

  • Talk with your customers and do a customer survey. It’s amazing how many businesses forget just how important this is. You might know why you’d buy, but what are your customer’s resonating with?
  • As your business grows, keep coming back to your positioning to be sure it makes sense and still aligns.

Messaging Copy

After you nail your positioning - this will be the cornerstone of your marketing copy. It will tell a story and align across various channels.

  • Write marketing messaging copy that is tonal and tells a story.
  • Review your products performing in the top 20% and re-write those descriptions.
  • We recorded a whole podcast episode on just this topic: Your Most Important Page is Product.

Welcome Email Series

Once you get your welcome series dialed in and performing right, it will print money. It’s one of the most important email series because it gives people the opportunity to understand the value you are offering.

Check out an article of mine for more information on this topic: Improving Your Klaviyo Email Welcome Series With These Tips.

Pagination is the process of breaking up your website into different sequenced pages. In this case, infinite scroll is exactly what it sounds like. A long never ending scroll page. While a nice scrolling home page is good, pagination is typically the way to go. Infinite scroll is prone to breaking, especially in browsers like Safari.

Industry knowledge tip: The Baymard Institute is a research center that uncovers what designs cause usability issues, how to create the best user experiences, and measures how your UX performance stacks up against leading e-commerce sites. They recommend pagination as well and they are a great resource for benchmarking knowledge.

The best way to organize your store’s navigation is by having five or so overarching product groups that break down into their own mega menus.

For example, a clothing store might have tops, bottoms, accessories, shoes and sale items. Then, each of those categories may have their own spin off menus to break it down further.

The key here is to have a really great search function and sidebar navigation. To do this well, you’ll need to put in a little heavy lifting on the product information management side, but there are tools available to help make that easier. One of my favorite apps to help clients with large catalogs is Booster Product Filter & Search.

Pro tip: If you aren’t sure which product groups to start with, use Shopify Analytics or Google Analytics to find out what your top selling products are.

Let’s set the stage with some stats first. Average checkout drop off is about 50%. If you are between 25-33% that’s considered optimized and you’re doing great. If your drop off is over 50%, there’s an unmet objection somewhere you need to address. Although a lot of the checkout process is controlled by Shopify, there are some strategies you can use to optimize your customer’s experience.

  • Is your check out styled and branded? You want to style the checkout with your store logo, buttons and colors that align with the front end of your website. This is a low hanging fruit optimization opportunity that even some of the biggest players miss.
  • What do your shipping costs look like? Are your customers going to be surprised during check out?
  • Do you have a solid abandoned cart email sequence to address unmet objections? The first email should always be along the lines of….“Hey, did you have a question? Just hit reply and let us know!” You don’t always need to open with a discount. Take this opportunity to listen to your customer.

Keep in mind that if you sell a high ticket item you will probably get a lot more fantasy shoppers and looky loos that drop off. Maybe they need to wait a couple weeks before they can actually make the purchase.

Unite just wrapped up, I wanted to share the highlights with you as soon as I could:

Online Store 2.0

  • Sections on all pages unlock new opportunities to personalize every aspect of a store
  • New editor experience makes it more efficient for merchants to build their storefronts
  • Theme app extensions make it easier to extend and manage apps within themes
  • New default theme that is faster and more beautiful than ever: Dawn.

Metafields and Custom Content

  • With support for additional Metafields, merchants can now add their own attributes to models like products and product variants, with support for other models like customers and orders coming later this year.
  • Custom Content, coming soon, will be built on top of the new Metafields infrastructure and will serve as Shopify's Content Management platform. It will allow merchants to store content of any format within Shopify.


  • Shopify Checkout will be even faster, giving any shop the capacity to handle tens of thousands of purchases per minute. Shopify’s goal is for a single merchant to be able to sell 300,000 pairs of sneakers in just over eight minutes, and for each individual shop to have the ability to handle as much sales volume as we served across all of Shopify at the peak of Black Friday Cyber Monday in 2020.
  • Introducing Checkout Extensions, allowing developers to securely build apps into Shopify Checkout. These checkout customizations will also work in Shop Pay, making the fastest way to pay on the internet another creative brand surface for merchants.
  • Shopify Scripts are now easier to build and more powerful than ever for developers creating unique checkout experiences for Shopify Plus brands. For example, a merchant could customize the shipping options provided by Shopify and create a script that sorts shipping methods based on carbon emissions, allowing customers to pick the most eco-friendly option. With the new and improved Shopify Scripts, we’ve made it easier than ever to extend the business logic of Shopify and build unique checkout experiences.
  • Introducing Payments Platform, a way to integrate third-party payment gateways into Shopify Checkout, unlocking new sales growth opportunities for merchants.


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