Why Your Shopify Store Is Leaking Sales (And What To Do About It)
Unless You Constantly Optimize Your Product Descriptions And Shopify Conversion Rate, You’ll Leaving A Lot Of Money On The Table
Do You Have A "Good" Shopify Store Conversion Rate Of 2.5%?
If so, that still means 97.5% of visitors are leaving without making a purchase.
Link Retail reports that 20% of shoppers to a physical retail store buy something (with some getting as high as 50%).
Which means that your Shopify store is probably leaking quite a lot of sales (even after you worked so hard to get the traffic to them).
And if you can go from 2.5% to 5% conversion rate, you’ve just doubled your sales (often from a one time effort).
So What Has The Biggest Impact On Conversion Rate?
Your product descriptions.
If a visitor reaches your product page and:
1. Wants the outcome your product promises
2. Believes that you’re telling the truth, and
3. The offer motivates them to act immediately
Then you’re often going to make a sale.
Step 1 - People Buy With Emotion
Harvard Business School Professor Theodore Levitt famously said: “People don't want to buy a quarter-inch drill. They want a quarter-inch hole!”
You have to explain how your visitor can get the solution to their problem by using your product.
That means people don’t want your vegan protein shake, they want to get bigger muscles.
So the first step is to illustrate the problem you’re solving for your visitor so they feel desire.
Step 2 - Then They Justify With Logic
Some people will get excited about the emotional desire they feel and purchase right away.
Others ask themselves: “What’s the catch? This sounds too good to be true!”
So you must back up your promise with proof and credibility.
People are more likely to trust your vegan protein shake works if it has 1,873 testimonial pictures of customers getting results, plus it’s recommended by professional vegan bodybuilders like Torre Washington.
Step 3 - Backed Up By A Great Offer
Finally, the visitor asks themselves if they accept your price to value argument.
I might be willing to pay a premium $69.99 for a 2 pound bag based on credibility above, but I probably won’t pay $199.99 unless it comes with the ultimate guarantee of results.
The offer must also include a reason to act now…
Because how many times have you said to yourself “I’ll think about it and come back later”, never to return again.
Every Visitor Is A Chance For A Sale
If a person walked into your physical store, you would be able to answer all their questions and do everything within your power to get them to try your product.
You have the same opportunity with your Shopify store, but you’re just not getting that instant feedback.
So you have to understand your vegan (and non-vegan) customers’ mindset to the deepest level possible and write the most compelling product description possible.
This is one area of your store where a little extra work can pay off massively.