Jim Hudson asks, "I'm profitable. I have my email automations set up. I'm converting well. Now, how can I go large? Scale up! Do you recommend focusing on content marketing? Give away as much valuable stuff as possible?"
Last week we shipped two projects that I'm proud of, and wanted to share with you as a bit of inspiration.
For FCTRY, a Brooklyn-based product design company, we made a Kickstarter-style landing page in Shopify that dynamically updates for their latest product launch.
It's such a great way to build engagement and excitement around what would otherwise be just another preorder.
The same day that launched, we launched another pre-order campaign, this time for a $3K+ Swiss watch from the founder of EverestBands.
This one is quite a bit more involved though. We designed & developed the entire theme ourselves. If you're into dive watches, check it out–
Want to invest in something similar for your business? Get in touch.
If you wait until it feels like Fall to get ready for email, you're going to be scrambling.
Here's the dates you should be sending at least one email for each:
- 10/31 Halloween
- 11/24 Thanksgiving Day
- 11/25 Black Friday
- 11/28 Cyber Monday
- 12/12 Green Monday
- 12/18 Free Shipping Day
- 12/24 Panic Saturday
It's worth the investment in a email strategy. It's the only channel that's nearly guaranteed to add 10-20% extra revenue to your business.
Here's a screenshot from a client's Klaviyo account with typical results:
And of course if you need help setting up your Klaviyo account, I'm happy to help.
In 2015, it was estimated that about $4 trillion worth of merchandise would be abandoned in online retailers’ shopping carts. Although that number may seem staggering, it was predicted that 63% of it could be converted into a sale. How? Retailers can use shopping cart abandonment as a way to increase conversions using these tips:
Send an email.
Perhaps the most effective way to recover abandoned shopping cart sales is to send a follow-up email to customers who have left items behind. When a customer leaves your website with items still in the card, send an automated email within three hours reminding them of the merchandise they left behind.
When this follow-up email is sent within three hours, it typically receives a 40% open rate and 20% click-through rate of customers returning to the website, therefore increasing your odds of converting to a sale. Of course, this tactic can only be completed with a site has asked the customer to fill out a lead generation form with their contact information prior to completing the order. Be sure that this information is collected in the beginning steps of the checkout process to capture it before they leave.
If the first email is unsuccessful, try sending a second email within 24 hours after the shopping cart abandonment. This time, include a small incentive for the customer to return and follow through with the sale such as free shipping. The number one reason why customers abandon a shopping cart is because of unexpected shipping and additional fees added to the order. By offering a reduction or elimination of these fees for completing the order, you’re more likely to win this customer back and convert the abandoned shopping cart to a sale.
Save the cart.
Many people leave items behind in order to browse other websites with the intention of eventually returning to complete the transaction. However, some e-commerce websites are not designed to save the shopping cart past a certain timeframe, so the customer returns to complete the transaction only to find he or she has to start all over again. Few customers are likely to go through the hassle of searching for their items again, so make it easier by saving the cart. This can be done with a persistent cookie that is used to keep items in the cart as long as they are still in stock.
Even if you do lose one sale, it’s important to take a look at your shopping cart abandonment data to improve for the future. Are customers leaving because there are too many forms to fill out? Is the site loading too slowly between pages? Or are you charging extremely high shipping and processing fees? Take a look at your data to see when customers are leaving to try to determine why.
Use a sidebar.
Sometimes, customers will add items to a shopping cart even though their intention was just to browse through the side, similar to window shopping. In this scenario, customers are more likely to come back to the site on their own and browse again at a later date. When they do, tempt them with a sidebar that reminds them what’s in their shopping cart. Use enticing images of the items that could evoke an impulse buy from the customer, and highlight any price drops that may have occurred since the last visit.
Have you ever abandoned an item in a shopping cart only to see that exact item follow you on every webpage you visit afterwards? This is thanks to an effective Google remarketing campaign. Using these campaigns, businesses can target people who have left their site with items still in the cart and create display ads with these items that appear on webpages that they visit afterwards. This way, customers will be tempted over and over again to revisit the site to complete the transaction.
Every business will encounter shopping cart abandonment at varying rates, however with these tips, businesses will be able to capitalize and recover these so-called lost sales.
Eliminate frustrations, rake in more revenue with a private app
This is a guest post by my friend Eric Davis of Little Stream Software. Eric builds custom web app for ecommerce entrepreneurs. He's here to talk about private Shopify apps.
There's a time when quitting is the best course of action.
If you're tired of hustling to keep up with the growth your Shopify store, I give you full permission to quit doing things the hard way.
Quit pulling late hours to crunch customer data.
Quit spending hours combing through the Shopify forums hoping to find another hack to simplify your workload.
Most of all, quit trying to tell yourself that if you just had the technical chops, you could make that fancy new app you bought do exactly what you needed it to do.
If you're at the helm of a thriving Shopify store, you're not running a cookie-cutter business. You're probably dealing with layers of suppliers, sales data, storefronts, sales campaigns, and dropship arrangements.
One app isn't going to magically coordinate all of those details. If fact, several apps probably won't be able to give you all of the support you need.
Before you sink more time into finding the magic bullet for your store's needs, let's talk about what an off-the-shelf app can do for you and when you might be ready for an app tailored specifically for your business.
What Public Apps Can Do for You
Most Shopify merchants recognize public apps as the items found in the App Store. These third-party Shopify apps are created by an outside developer to help fix a problem that many Shopify store owners have to deal with on a daily basis.
Public apps can very useful for solving problems that a lot of store owners face, but they definitely have a generalist approach. While there may be some customization available within a public app, don't expect these apps to solve your specific problem perfectly.
Public apps can be an excellent way for store owners to try out a solution and see if it makes life easier... or if it creates another headache. This small investment on your part can help you move closer to an ideal improvement.
On the technical side, public apps dovetail perfectly with Shopify because they all use the same APIs and standard authentication methods to access your store and store data. They were created to give you a plug-and-play experience.
What Private Apps Can Do for You
A private app is not anything you'll find for sale because it's a custom project built by a developer for your business and your business only. It can include exactly the features your business needs without a lot of extra fluff or distractions.
Need to create a very specialized email campaign for your best customers and another for the rest of your customer list?
Would you like product data imported directly from your supplier and added to your store instead of having to copy and paste all of it?
Want automatic alerts posted to you and customers when an item is almost out of stock?
Want to send automated reminders to customers who have left items in their cart without purchasing?
Private apps can do all of that.
It is important to know that while private apps use the same Shopify APIs as public apps, they use a different authentication API. This difference is why private apps can only work with one store at a time.
Also, private apps additionally cannot use the Embedded App SDK APIs, which means you can't embed a private app into the Shopify admin area.
If you need an app to help you manage frontend issues (the part of your store that the customers see), private apps have a harder time handling those. However, there is a workaround. A developer can create an unlisted app within Shopify that is only accessible to you - same APIs, same authentication process as public apps, but only you can use it.
If you're leaning toward a private app for your store, I recommend working with a Shopify partner or creating a partner account and creating public or unlisted apps. Even if you only want to use it exclusively for your store, having access to the full set of Shopify APIs including the embedded SDK is worth the extra work.
Private App or Public App?
When you're ready to choose an app for your store, how do you decide? Private or public? And what should the app include?
Here are a few questions that should help clarify your decision-making process.
How well is your store functioning with the apps you are currently using?
If your store is running smoothly and you're not having to spend much time tinkering with information manually, save some cash and enjoy the ride.
However, if you've added 2-5 apps to manage different facets of your business and you're still grinding out several hours a day behind a computer screen to get the results you want, then a private app may be a good investment.
Do you have a pool of cash from a crowdfunding campaign or investors?
A private app isn't the cheapest solution for Shopify stores, but if you have funding that would give your store an ideal framework right from the start, then by all means put a private app to work.
If you don't have much for startup funds, don't worry. Many public apps were designed to help take on the most common problems Shopify store owners are dealing with, so try a few to find a good match.
Do you have a good sense of what features you really need?
Put a few public apps to the test before you commission a private app. Knowing what features you can't live without and which are limiting your revenue or driving you crazy is important.
As you put an app through its paces, take plenty of notes on the pros and cons. That feedback will help developers immensely - and save you a pile of money.
Apps Should Make Your Life Easier
No matter which type of app is the best fit for you, remember that the whole point of adding an app is that it should reduce your workload, not complicate your life.
If you're still stewing in uncertainty or indecision about the smartest way to put apps to work for you, quit worrying and call a Shopify developer you trust. I know from working with my own clients that during the course of a short phone call, I can often see a number of viable solutions that would simplify their workload.
I know that the search for a better process or a shortcut never ends, but quit losing sleep trying to find all of the answers yourself. Being a Shopify entrepreneur doesn't always have to be so hard.
Smart marketers know that the first sale is the only beginning of a relationship with a customer.
If your marketing stops after the first sale, you are leaving money on the table.
Moreover, while there're lots of ways to extend that the lifetime value of a customer, there's one thing you should be doing first.
Upgrade your order confirmation emails!
A typical email open rate is 20%, and even in my best campaigns, I get an average of 55%.
But order confirmation emails? Those consistently get opened three out of four times.
Using MailChimp’s email marketing benchmarks, we’ve discovered our open rates are 4x higher than common email rates (for eCommerce as an industry).
And yet the majority of Shopify store owners don't do anything with them. They never update them from the Shopify default template.
I want you to rewrite your order confirmation emails. Put them in your own voice, make them personal, and make them come from you as the store owner. Sign them. Own them. It's an easy way to start building a personal relationship between you and your customers. The easiest way to do this? Thank them.
This one modification alone will improve customer experience because they're getting a personal thank you from their new friend, instead of a transactional email from a brand.
Plain-text: Keep It Simple
Don't worry about crazy visuals and HTML email. Those things are fine, but it's not how you'd write an email to a friend. You'd write an email to a friend in plain-text, right?
After you've made your connection and thanked them, you can put your money where your mouth is by offering your customers something to show your gratitude (and hopefully get a second sale before the first item has even been delivered.)
Offer a 10% discount on their next purchase and suggest a few best-sellers. This combo removes all friction, and it's being offered at an incredibly relevant time: directly after the first order!
I'd also experiment with offering free or upgraded shipping coupons, product bundles, and limited time offers.
Then lastly, get them involved with their community. If you have an active social media presence, pick your single most dominant channel, and invite them to *post* their new purchase. This level of micro-engagement is so much more important than just following you in yet another place.
I'd offer this as a PostScript, and in an ideal world, it's a stepping stone to user generated content, engagement, and word of mouth marketing. In my experience, it's harder to get people to post about your product than it is to get them to buy it, but it's potentially worth even more sales down the road.
What are you waiting for?
What are you doing or planning on doing with your transactional emails? I'd love to hear, share your thoughts or questions with me.
We recently launched a book, and one of my requirements for the project was that it had to be available in real ebook formats - not just a crappy PDF that people were supposed to read on their computer screens. I do most of my reading on a Kindle Paperwhite, and I love it. It does one thing, and it does that one thing great. Of course, now the onus fell on me to make the ebook happen, so here's the process I used. I'm not saying this is the "correct" or "only" way, just the one that worked best for me. You'll end up with EPUB and AZW3 files that should be readable pretty much everywhere.
Kurt and I wrote Ecommerce Bootcamp collaboratively in a Google Doc, then I did a final pass on it in LibreOffice. The fact that we had already written it in word processing software made the GUI-heavy iBooks Author feel like more trouble than it was worth (plus WYSIWYG editors are tools of the devil). So I just took our ODT file and used Calibre to convert it to EPUB. If you read a lot of ebooks, Calibre is a must-have tool for converting between file formats, tagging your books, and fixing them so they (correctly) use left justification instead of (clearly incorrect) full justification.
This resulted in a sloppy EPUB file. The words themselves were correct, but the font sizing, spacing, alignment, etc were inconsistent and not what I wanted. Now here's something your might not know: EPUBs are just zipped-up HTML and CSS files with a little bit of extra stuff thrown in. You can use a simple tool like eCanCrusher to “unzip” your EPUB and you get this:
From here you can use a text editor to edit the HTML and CSS to do whatever you want. You're essentially making a visually pleasing text-based website. Because I'm picky, I just put in the raw text and hand-coded the whole thing. I wanted to make sure all my heading sizes were correct, what would be ordered lists vs. what would be unordered lists, blockquote margins, etc. TextMate's Option-Shift-W is your friend. The CSS is pretty simple and you can use it to define exactly how your text is laid out. Chapter breaks are done by adding page-break-before: always; on each H1.
Calibre's EPUB exports use an older standard of the format that was based on XHTML and CSS2, so when you're marking up your book, pretend it's 2004 again. Complete with weird browser quirks! (Such as Nook readers might barf if you use CSS shorthand like margin: 10px 0;)
Everything else in your unzipped EPUB should be pretty straightforward. A folder with images you may be using, the title page of your book, and content.opf, which acts like a <head>for your book. A file you will need to worry about editing is toc.ncx, which is the Table of Contents.
Just add a navpoint for each chapter, and have it link to an anchor tag inside the text of your book. Again, it's just like making links within a page.
After you get things working right in your EPUB folder, run it back through eCanCrusher to get it back to a single file. Now you can take that, pop it back in Calibre, and convert it to whatever other ebook formats float your boat. Remember, we're back in 2004, so it's a good idea to load it onto different devices and do some "browser testing" to make sure everything looks fine.
I was reading a post on nobody paying for digital works when I came to a passage that stopped me in my tracks. pic.twitter.com/M0uGRZVwqq— Paul Reda (@PaulReda) December 2, 2015
Don't do this, this is nuts. Bad reviews happen, it's a cost of doing business. Not everyone will be happy with you. Many are just cranks.— Paul Reda (@PaulReda) December 2, 2015
You will do a week of free work essentially in the hopes that someone will say "I like you"? And you wonder why you're not respected?— Paul Reda (@PaulReda) December 2, 2015
It feels like a kid going "If I give you a piece of candy, will you be my friend?" What's the worth of that candy? How sad is that kid?— Paul Reda (@PaulReda) December 2, 2015
Some problems with digital media are self inflicted. Creators are too willing to spend time/effort on things with 0 sense of business case— Paul Reda (@PaulReda) December 2, 2015
And then wonder why ppl don't want to pay for things. By being so flippant with your time/pricing, you gave all indications it had no value!— Paul Reda (@PaulReda) December 2, 2015
Every time an artist agrees to work for free, they commit a crime against other artists. Declaring that the things they create are worthless— Paul Reda (@PaulReda) December 2, 2015
"But people don't want to pay." Well then find the people that will. Or go after your fellow makers for selling all of you out. Or get out.— Paul Reda (@PaulReda) December 2, 2015
But I'll tell you right now catering to people who don't like paying for things is not going to be a good business model. Or for self-esteem— Paul Reda (@PaulReda) December 2, 2015
It's the one of the core reasons Groupon was so shitty for so many businesses. "It will get me big exposure!"— Paul Reda (@PaulReda) December 2, 2015
Yeah, exposure to entitled cheapskates who have no clue of the actual costs in making your product.— Paul Reda (@PaulReda) December 2, 2015
This is a dark undercurrent to all the "Do what you love! Follow your passions!" mantras. "Oh, you love it, so it's not REALLY work then."— Paul Reda (@PaulReda) December 2, 2015
"It's a labor of love" = you're gonna got fucked on this.— Paul Reda (@PaulReda) December 2, 2015
I love my job. But it's still MY JOB. I sure as shit ain't doing it for free.— Paul Reda (@PaulReda) December 2, 2015
I recently recorded a screencast for my friend Micheal DiMartini of Everest Bands to show him how I use a simple SEO hack to easily up his search rankings, yet another in the many small steps we took to help grow his business to seven figures. (I'll admit... I'm a wee bit jealous of his watch collection!) Last night, I recorded an even more in-depth version of that screencast, for you, showing exactly what real SEO pros don't want you to know.
This is just one of many actionable and in-depth screencasts I've prepared for the launch of Ecommerce Bootcamp: The Insider’s Guide to Building a Million Dollar Sales Funnel for Your Shopify Store, for which pre-orders start next Tuesday at 10 am Central time.
Is your website turning customers away? Let me show you how I setup Shopify themes for stores with seven figure revenues. By the end of this webinar, you'll know what your store needs to boost conversion and your bottom line. Never be confused by your Shopify theme optimization again. Learn how to set up your theme for success.