In today's Shopify training we will be covering everything from Shopify layout, Shopify reviews, Shopify pricing and product listing build-outs, to the best Shopify apps! If you haven't signed up for a FREE Shopify account yet, do so with our Coursenvy + Shopify FREE trial link:
Shopify Training Course - Day #2
Hey Ezra here with you. And in this video, we are going to look at our core store architecture.
So, our goal is to generate a sale, but we kind of need to have an infrastructure of what our store, what our brand is, before we can drive people there and try to sell them stuff. So in general, your store is going to have a home page, and around your home page, you will probably going to have collections, or store pages, for your products. And then you actually are going to have product offer pages, that lead to a shopping cart. You might also have more informational pages like about us, contact us, things like that. And might even have a content blog that you use.
So, the most common eCommerce sales funnels that I see and that people are using to be successful looks like this: An advertisement, and in our case, we’re going to be focusing on video ads because those are the most profitable for us. That leads directly to our product offer page, so skip the home page, skip the category page, goes directly to a product offer page. From there, our user can click add to cart and checkout, and buy from you.
So, what we are really going to be focusing on the next couple of videos is, how to create winning product offer pages because, in order to get a sale, you have to actually convince someone to buy from you. And there is a lot that goes into persuading someone to do business with you. You’d to show them why they should buy from you. You have to tell them about the benefits of your product, so we’re going to dig really deep into the product offer page in the next video. And, that way, when we actually going to amplify our brand and sending visibility to it, we will have a page that will actually work.
So, thanks so much for watching. I’ll see you there.
Setting Shopify Pricing, Building Offer Pages & More!
No matter what your sales funnel looks like, whether you’re using presale engagement pages, whether you are just linking directly to the offer page, which is by far, the most important page in your sales funnel. The product offer page or the product detail page, this is it. These are the most important pages on your store. The prospect is almost there, this page just needs to push them over the edge. So they are like, interested enough to actually check out the product, so you want to make sure that this page is set up for convergence. And there I go quoting myself again.
So the question is, traditional versus long form. Which is better? Now the traditional page is what you see on the left, more of a traditional eCommerce page. We got some of the “hero shot“ and a carried set of images, sort of tabbed product information, that is more traditional eCommerce. And on the right side, you will see the long form page, which is more sort of long-form, left-right content. Now, the truth of the matter is that it doesn’t really matter because the elements on the page are the same.
Best Shopify Apps
Hey Ezra here with you. Let’s talk about the BEST SHOPIFY APPS that we plug into our store to make our store to make it work better.
So there are some sort of must-have 3rd party applications: you want a Reviews widget, you want Exit-intent, you want a Landing page builder, and you want the ability to do cart-abandonment. And those are the sort of the one you have to have. We will talk about a few others as well but, without these you are not going to convert as well as you could.
So, the reviews widget. You want the reviews widget to have a simple integration to your e-commerce store. You want it to be mobile responsive so that it looks good on mobile phones. You want it to be customizable so that it looks of the same colors and it is the same colors as your store. Hopefully, you can when it emails people and asks for reviews. And, hopefully, it got rich snippets built-in which means that when someone googles your product or your store it will say like YXZ stars, you know 3 stars out of 5 for that product, that what rich snippets mean: it’s like little markup data that passes to Google that tells Google what the reviews are on that product. Obviously, you also want multiple widgets so you can show the reviews on your product offer page but maybe you also want to show the reviews on your homepage in like a floating little bar, a floating little widget that you can click on, and pulls the reviews out. So multiple widgets is a cool feature. User-generated content is a very cool feature where people can add images and they can ask questions and things like that. Integration with your help desk so that like you get an email notification when a review comes in is also helpful and if you can get Q&A that’s great too.
Now, the winner for Shopify stores and others is Yotpo. Yotpo is a phenomenal review system. The only downside is that is fairly expensive. Especially, you use their free plan to start but once you start getting into it, it gets really expensive so Shopify’s built widget is good too and much cheaper. And there is a bunch of review widget so you don’t need to use Yotpo, but you want to make sure your reviews widget has some of those elements and you definitely want a review widget in your product pages.
Now, exit-intent, what is it? Exit-intent is a pop-up that happens in the browser window, so it's not an exit pop-up. It's more like on-site re-targeting and I will explain that in a moment. So, a great way to get leads pre-purchase so before someone buys, they come to your product pages and they come to your store and they try to leave, you pop-up a message that says “hey, you know, get this little piece of content” After they opt in you sent them back to your product offer page.
Browse all the best Shopify apps directly at: https://apps.shopify.com
Shopify Pricing, Cart and Checkout
Hey Ezra here back with you. And continuing on our journey of optimizing our pages I just want to talk about the shopping cart and the checkout pages we use on our store to make our store sort of, converge as best as they possibly can.
So the shopping cart and checkout. Not a lot to understand here about shopping cart pages as most e-commerce are going to come with a pretty decent shopping cart page. But some of the main elements that you want to have:
Multiple calls-to-action. So multiple ways for people to move from the shopping cart to the checkout.
You will want to use the isolation effect so you want those buttons to be different-colored than everything else on the page. So when people come to the cart they will see how to continue to the checkout.
And you also want a progress bar to kind of let people know where they are in the process of checking out.
Security and guarantee symbols are really important.
And also you want to have a left navigation with links to all the relevant content so people don’t have to leave your shopping cart to get access to the content they need, like returns information and shipping information, stuff like that. You will want that stuff really visible from the shopping cart.
A lot of times people abandon the shopping cart looking for information like that.
And also obviously, the product image, contents of the cart and those things. That comes sort of the standard in pretty much any shopping cart today. And if you have a shipping calculator, where people can actually calculate how much shipping is going to cost, that will be a really sweet feature, it does help conversion rate.
And then, I like to have the ability for customers to log in because we get a lot of returning customers. You don’t need customer accounts but, it is a good thing to have.
So as you can see here we got our left menu where people can get access to the information they need. We got the multiple checkout buttons that are using the isolation effect, so it's the only time we are using that specific color on this page. We got our progress bar and we have got our security symbol. And we got a little comment box and you can see what products currently are in your cart, so that is our shopping cart.
Here is a crate and barrel, the great e-commerce advertiser crate and barrel. And there is Zappo. As you can see a lot of folks, both of this folks have the multiple calls-to-action. They got some of the same elements so you will want to add those elements onto your shopping cart page.
Now your checkout is pretty straight-forward and most of the time, you can’t actually modify checkout very much. Most checkouts are pretty static so Shopify doesn’t give you a lot of room to modify and that’s OK, it converges quite well. So congruence, it has got to look exactly like the shopping cart they were just in, have multiple payment options (like) Amazon, PayPal, Credit Card. As many payment options as you can add is a good thing. Single page checkout or pages that work like step 1, step 2, step 3, the way Shopify is laid out. When they are moving from page to page and each page looks different that is not so good. And finally, a coupon field: so, if you are using coupons in your marketing, you want to make sure that is easy for them to enter those coupons into the coupon field.
Then, as we are here for the shopping cart and the checkout page. Simple stuff, but stuff I feel like you should know about your shopping cart and your checkout page.
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