How Do You Increase The Traffic To Your Shopify Store?

Unlike brick and mortar stores, where location can bring you enough business without advertising, your online store is unknown to the world unless you tell someone (or something, ahem, Google) about it.

Here are some of your options to drive (more) traffic to your Shopify store:

  1. Tell people about your store
    Post your store URL on social media/forums/other blogs in your niche. Some people will be interested and will visit. The more relevant your message and mention, the better it will work. The more prominent the outlet you are posting, the higher the amount of people that will come as a result.
  2. Advertise (On/Off-line)
    You can pay to show up in a feed, search results or alongside content that is of interest to your target audience. The better the match between your message, the content and their interests, the more people will follow the link.
  3. Optimize for Google (Search Engine Optimization)
    When you publish content on your website to gain Google’s attention for the keywords people in your niche use to describe your products. This practice increases your ranking for that keyword and as a result your traffic (the higher the position on the results page, the higher the traffic).
  4. Work with influencers from your niche
    Paying to people famous in your niche to mention/promote your product on social media (mostly Instagram) will get you in front of the right eyeballs.

All of these and many more variations on the topic like joint-venture webinars, giveaways, event sponsorships, cross-promotions and so on will bring traffic to your site, if done correctly.

Keep in mind that traffic is like a bucket of water. Once you pour it over your flowers, the plants will be good for a while and then the soil starts drying out again.

Driving traffic to your online store is laborious. But you need traffic to have someone to sell to. To make this process easer and cheaper it requires systems to be set up. Only then you can start scaling it.

This means that you have to have procedures for creating new content, posting new content, promoting new content, working with influencers, running and optimizing ads and generally be on the look out for new tactics and channels to drive people from.

The most important strategy that I want you to remember is this: funnel people in your mailing list. Find a way that makes economic sense to do so. This will help you build your platform, with your own rules. Only then you’ll be free from the whims, fads and trends of other platforms that you don’t control and you’ll be able to drive paying traffic to your website with just an email.

Playing with the revenue formula—Part 1

The usefulness of the e-commerce revenue formula is that it highlights the relationship of all the variables that make up your store’s revenue.

Let’s assume that your Shopify store got 10000 visitors last month, had 1% conversion rate and your average order value for the same period was $50.

Plugging these into the formula shows the following:

10000 visitors x 1% x $50 = $5000

What do you do when you want to up your revenue by 20%?

These 20% should be introduced on the left side, meaning that any of the three variables should be increased by 20%. For example, here is how the formula looks when you:

1.Increase your traffic by 20%:

12000 visitors x 1% x $50 = $6000

In that hypothetical month you drove more traffic to your site, converting at 1% with an average order value of $50. Because more people came to your website and the conversion rate stayed the same you got more orders (with the same AOV as last month) and gained a 20% increase in revenue!

2.Improve conversion rate with 20%:

10000 visitors x 1.2% x $50 = $6000

In this hypothetical situation you got the same amount of traffic as last month, same AOV, but you’ve reduced purchase friction and now 20% more people bought from you. Revenue goes up!

3.Up your average order value by 20%:

10000 visitors x 1% x $60 = $6000

In this case the traffic amount remained the same, 1 of every 100 people bought, but you either introduced a more expensive and desirable product or managed to effectively upsell people and you gained a 20% revenue increase.

As long as you improve anywhere on the left side of the equation you’ll get an increase in the output. It is up to you to choose where to focus your attention.

Which of the three core variables do you find the easiest to positively influence?

The Revenue Equation

You may get money from your Shopify store every month in your bank account, but do you know what influences that number?

The basic formula for calculating your monthly revenue is this:

traffic x CR% x AOV = total revenue

To increase the total revenue you have to positively influence the variables on the left side of the equation.

Let’s look at what they are in more detail:

  • traffic — the traffic to your website can be measured in many ways, but in the case of the equation, this is the total number of visitors that came to your website.
  • CR% — this is the conversion rate percentage. It is calculated by dividing the number of orders received by the number of visitors for the same period of time. This gives you the rate at which your visitors turn into customers. These are the the people that landed on your site, maybe looked around, added an item to cart and completed a transaction by going through the checkout. Because of the number of requirements (add to cart, enter info during checkout, payment) the actual number of people is usually low. Industry averages here are between 2 to 4%, but from my practice I’ve seen values ranging from 0.5% to 6%.
  • AOV (average order value) — the average amount of money people paid during checkout. Calculated by dividing total revenue for a period by the number of orders for the same period.

Are these familiar to you? These are the numbers I mentioned as important in “Know Your Numbers—Part 2”. The numbers that you should always be aware of, as they measure the pulse of your Shopify store.

Next we’ll take a look at how changing these numbers influence your revenue.

Know your Numbers—Part 2

When was the last time you looked at your Shopify Analytics? Can you tell me your 30 day visitor count, conversion rate for the same period and average order value if I asked you? All that without pulling your phone or looking at the screen of your computer?

If you haven’t paid attention to these in a while you may think that your store is doing great (or not so great) without actually knowing if it is. Getting more orders for smaller items may keep you busy and feeling successful, but this won’t result in the revenue from the same amount of high-ticket purchases.

Not knowing your numbers will blind you to any problems you may have. On the other hand, it won’t let you celebrate the wins when they happen.

“What gets measured gets managed”

–Peter Drucker

Make it a habit of reviewing your stats on the same time monthly and weekly. No, don’t be glued to the stats.

Just a quick check and previous period comparison is enough so that you notice changes and trends. Just looking at the measurements will inform your decisions differently.

Checking your stats on set intervals (via Google Analytics or Shopify Analytics) will put you on the pulse of your business. You’ll know the baseline that you are starting from. This the first step towards higher conversion rates and more revenue for your store.

Know Your Numbers—Part 1

You’ve launched your store after carefully preparing your product images, descriptions and categories. You even managed to get some orders and fulfill them. Now what?

As every business owner I bet you want more. That’s what we are here for. That’s why you started your business—to serve more people, to serve them better and on your terms. Last, but not least, to earn more money.

What is “more”? How much more? How would you know if you are making more money this month than the last one? “Duh, I’ll have more money in the bank!” you say.

That’s not always true. Especially when you drive traffic via ads, which cost you money, and while you are waiting for purchase payments to clear up and be deposited into your bank account.

The main point is—to know you’ve grown you should pay attention to the stats, which thanks to the fact you are running and e-commerce business on Shopify you have an abundance of.

What is the safest (and quickest) way to share access to your Shopify store with an expert?

So you’ve just gotten a developer/designer/marketer to improve your store. You are both clear what will be done and the next step is you give them access to your Shopify backend.

You’ll be surprised, but there is a wrong (riskier, slower) and a right (safer & quicker) way to do this. Continue reading “What is the safest (and quickest) way to share access to your Shopify store with an expert?”

Shopify Optimization — When is The Time to Ditch That App?

The Shopify App Store is like a Candy Shop, but not every candy is good for you

There are plenty of apps on the Shopify App store. This gives you a lot of options for improving your site.

Many of the apps run on a subscription plan.

And this is good, too, because you are paying for the value you get and supporting the developers so you can continue getting the value.

But what happens when the value simply isn’t there for you?

Continue reading “Shopify Optimization — When is The Time to Ditch That App?”

Improving your Shopify Store — How to keep making money while a customization is underway?

Avoid the mess in your Shopify store, despite its sweetness

I’ve seen store owners do a number of puzzling things when they want to improve their store:

• They perform changes on the live store breaking experience for visitors who happen to visit at that time
• They put the store in development mode and then work on it
• They stop all their ad traffic

Dear Shopify Store owners, I know the approaches above make it easier for you to preview customizations. Yes, they are so tempting!

But just as with chocolate candy, when the sugar rush wears off, you realize you’ve paid a price.

All of the tactics above kill your revenue for the duration of the customization.

But there is a better way!

Continue reading “Improving your Shopify Store — How to keep making money while a customization is underway?”

Why Food Entrepreneurs Should Setup Conversion Goals in Google Analytics?

Running and improving your business takes up all of your time? That’s normal. That’s why you have to make better use of it. Here is one area where you may be wasting your future time…

As a food entrepreneur you don’t have time for much marketing activities(if any). You are busy enough running and improving your business. So it makes sense that you probably pay for traffic to your website and advertise on Facebook, Instagram or Google Ads.

But do you know how much do you get back for every dollar spent on ads?

What percentage of your ad traffic actually completes the goal you want them to complete on your website?

How many of them buy? How much?

Unless you are tracking that data (by having Conversion Goals correctly set up) you can’t answer these questions.

So, what is the downside of not having conversion data about your visitor’s behavior on your website?

Continue reading “Why Food Entrepreneurs Should Setup Conversion Goals in Google Analytics?”