The main goal of any online merchant is to grow their online sales. Wanna get your customers to buy more of your goods? Not sure where to start? See our latest blog post — these 10 tips will easily boost your revenue!
8 reasons why your Shopify average order value might be too low. 15 strategies to boost your AOV on Shopify. An extra tool to boost sales.
In this article, we’ll share tips on how to increase average order value on Shopify. Plus, we’ll list the most common reasons why your average order value on Shopify might be lower than expected.
8 reasons why your Shopify average order value might be too low
Some ecommerce websites built on the Shopify platform might attract a lot of traffic but make few sales. Here are the most common reasons for that problem:
- Consumers don’t trust you. People hesitate to make first purchases in unknown online stores because they’re afraid of scams. To make them trust you, inform them about the security measures integrated into your website. Plus, it would be wise to share social proof, such as other customers’ reviews, on your home page.
- The navigation leaves much to be desired. If people have to invest time and effort in finding the items that they need in your product catalog, they will be likely to leave without finalizing the purchase. The term “good navigation” means that consumers can figure out how to reach anything they need in a couple of seconds.
- The design of your online store could have been improved. Even if you use templates to build your ecommerce website, it would be a mistake to make it look just like any other online store in your niche. Stick to your signature color palette. Customize the templates with your logos, slogans, and other branding elements. Once a person visits your online store, they should remember how it looks.
- The mobile version of your website fails to perform well on certain devices. All the pages of your online store should be fully optimized for smartphones and tablets of all brands.
- Product descriptions are incomprehensive. The information about each item should be up-to-date, precise, and exhaustive. If customers need to search for details on third-party websites, they might prefer to shop there.
- There are no images or their quality is mediocre. High-quality photos are a powerful tool to grow your Shopify store. Each item in your catalog should be accompanied by at least one photo. The more complex the item, the more pictures there should be.
- You target the wrong audience. You might believe that your products would generate the highest demand among fun-loving ladies in their 20s, but in fact your typical customer might be an office worker aged around 35, regardless of gender.
- You send all the traffic to your home page. Try redirecting selected segments of your target audience right to the products or product categories. Keep experimenting with your ads and pages that help you increase AOV Shopify the most. Now that you know which mistakes to avoid, let’s talk about ways of boosting your sales.
How to grow your Shopify business: 15 strategies
These strategies deliver excellent results for both established and new online stores from nearly any niche.
Don’t expect your clients to convert immediately
As a person opens your website, they might not be ready to immediately finalize the purchase. But if you stay in touch with them, you can motivate them to place an order later. Besides, you’ll give consumers a chance to get to know you better.
Invite customers to share their contact details with you by using
- chat windows,
- on-page fields.
SMS is a superb way of informing your audience about discounts. If potential clients share their email addresses with you, send them regular newsletters with tutorials, industry trends, and other informative materials. To motivate people to share contact details with you, offer them something valuable in exchange — free shipping, personalized discounts, or an opportunity to download exclusive files for free.
The average conversion rate of popups falls within the range of 3–9%. Here are the best locations to add them:
- Product pages
- About Us page
- Collection pages
- Blog and other educational pages
It would be unreasonable to add a popup to the checkout page. If the person has already confirmed their willingness to place an order, a popup might only ruin the shopping experience.
Q. How many empty fields should a popup contain?
A. The fewer, the better. Ideally, just one.
Create email marketing campaigns that convert
Clients of Shopify online stores tend to appreciate these five types of emails:
- Welcome emails
- Post-purchase emails
- Browse abandonment reminders
- Cart abandonment reminders
- Product launches and company updates
Here are the most important types of emails that you can rely on:
|. Type of message||. Example|
|Transactional||Order and shipping confirmations|
|Promotional||Big sales and special offers|
|Lifecycle marketing||Cart abandonment, re-engagement, welcome series|
To better target your messages to their recipients, segment your audience into
- first-time users,
- regular customers,
- browse abandonment users,
- cart abandonment users.
The two primary goals of email marketing campaigns are to boost your sales and remind your audience about your brand. Every single dollar that you spend on email marketing can bring you up to 36-dollar ROI. If you include dynamic elements and animated GIFs in your messages, your ROI might grow twice.
Q. What’s the best time frame for browse abandonment reminders?
A. Browse abandonment reminders work if you send them to clients 1 hour after the bounce or later within the same day. A reminder will hardly deliver any results if you send it more than 24 hours after the bounce.
Utilize SMS and push notifications for better engagement
The primary benefit of this method is its affordable cost. The main shortcoming is that to receive SMS, the client needs to share their contact details with you. For those who prefer to remain anonymous, web push notifications can become a smart alternative. Your online store should display push notifications only to those consumers who have expressed their willingness to see them.
Q. Which segments of my audience should I target with SMS and push notifications?
A. It makes sense to send reminders to cart abandoners as well as clients who haven’t bought anything from you in a while. Besides, you may integrate SMS and push notifications with shipping to send customers tracking details — that’s an excellent way to get people used to receiving messages from you.
Work on a social media marketing strategy
The list of the social media that you need to focus on depends on your niche.
For instance, businesses that produce and/or sell lifestyle products need to promote themselves through Instagram and Pinterest. Cakes, clothes, soap, snacks, fitness equipment, and many other categories of goods can look irresistible in photos. While on Facebook, it might be smart to join niche groups.
Social media allows brands to build long-lasting relations with their audiences, while consumers get a chance to discover new products with minimum effort.
Leverage SEO to maximize your organic traffic
Shopify enables you to make every page of your ecommerce website SEO-friendly. You can benefit from
- canonical URLs,
- 301 redirects,
- auto-generated sitemaps,
- updatable meta fields (title, description, URL slug).
These tools allow your web pages to be better indexed by search engines. That’s especially important for your homepage, product pages, and collections pages because customers get an opportunity to find them more easily. Shopify integrates with various apps that come up with suggestions for improving your SEO.
A blog that you run on your website can become a powerful SEO instrument. Publish new content regularly and make sure it contains keywords. Google tends to rank expert blogs in high positions.
Q. Which articles should I write for my blog to make the most of SEO?
A. Your article should answer popular customer questions. When googling answers to these questions, people will come across your website. Let’s imagine that you sell food and accessories for dogs. Your blog can contain articles with such titles:
- How to Protect Your Dog from Allergies
- How to Choose a Harness for Your Chihuahua
- How Often Can I Give Treats to My Dog?
Pay for ads to target your ideal clients
Paid ads are just as indispensable for your promotions as the top organic spots on Google. Look for keywords that are relevant to your business and compare their prices in Google’s paid ads. The more popular a keyword, the higher its cost. To reduce your expenses, you may focus on less frequent niche keywords. Or, it would be reasonable to rely on a few expensive keywords and several cheaper ones. You’ll be required to pay only when a user clicks a keyword.
When placing paid ads on Facebook and Instagram, you’ll have to focus not on keywords but on the characteristics of your target audience. Both platforms allow you to manage your campaigns through the same dashboard. You can fine-tune the age, location, likes, and many other parameters of users who will see your ads.
Design high-converting landing pages
A superb landing page should contain these elements:
- Engaging headline
- Compelling call to action (CTA)
- Powerful images and design
- Clear features and benefits
- Social proof
Since you’ll be driving traffic to your website from various sources, consider building several landing pages for different categories of users.
Carry out A/B testing
A/B testing enables you to optimize your marketing efforts. Let’s have a look at how it works, using an example of a landing page.
- Create two versions of a landing page that differ only in one parameter (such as the CTA).
- Launch both versions of the page simultaneously and target them to the same audience (for instance, the first half of users who came from a specific Instagram ad will see the A variant of the page while the second half will see the other one).
- In a week, analyze the performance of both landing pages and decide which one helped you make more sales.
Google Optimize is a great free tool for running A/B tests in Shopify stores.
Q. What other elements of my sales and marketing are applicable to A/B testing?
A. A/B tests are relevant for all elements of sales and marketing that we mentioned in this article: push notifications, product bundles, web pop-ups, and so on. Brands that don’t A/B test their email marketing messages get an average ROI of 23:1. Those that do get a return of 42:1.
Compose compelling product descriptions
A perfect product description includes three components: text, photos, and video.
The text should consist of a list of the product’s characteristics and an exciting story behind the item.
The visual explainer should feature the product’s characteristics as well. For instance, if you sell kitchen sinks, it would be wise to indicate their dimensions in the text format as well as on the images.
It’s vital to take photos from various angles. Consumers should be able to check every detail of the product. Plus, items on photos need to stand out, so feel free to experiment with colors and backgrounds.
Build trust with social proof
To automate the process of gathering consumer reviews and adding them to your online store, you can use various apps that integrate with Shopify. Online reviews impact purchasing decisions of over 90% of consumers.
Apart from customer reviews, it would be amazing to share media links and screenshots. Maybe some bloggers have included your store in their ratings, or some magazines have recommended you to their customers? Add quotes from these articles and media logos to your home page.
Q. How can I encourage customers to review my products?
A. If you have a loyalty or reward program, ask your customers to review and rate their purchases in exchange for bonus points.
Turn your clients into brand ambassadors
If your brand has a loyalty program, 77% of clients will be eager to keep using your services. Shopify features in-built tools that help you create loyalty and referral programs. You’ll benefit from word-of-mouth marketing because customers will gladly tell their friends about their achievements.
Personalize the shopping experience
Here is what you can do:
- Recommend products to consumers based on their previous purchasing and browsing behavior.
- Bundle products so that your clients make more lucrative purchases. This will boost your AOV.
- Improve your email marketing messages based on your audience segmentation.
- Use retargeting, one of the cheapest forms of paid advertising.
If you don’t personalize the shopping experience, you risk leaving over 70% of your clients frustrated. People believe that if they share their private information with you, you should use this data for personalization purposes.
Q. What is retargeting?
A. Imagine that a person has checked a specific product page in your online store. When they visit third-party websites that show paid ads, they will see clickable photos of this product there. This is retargeting.
Strive to make the shopping experience quick and responsive
These statistics emphasize the importance of building an online store that loads fast:
- Almost half of online shoppers want ecommerce websites to load in no longer than 2 seconds.
- Mobile shoppers can wait for a page to load up for 4 seconds.
- Every extra second of wait reduces your conversions by 7%.
Besides, the speed of loading the mobile version of your online store is a crucial factor that impacts your website’s position in the Google ranking.
Q. Which tool should I use to assess the speed of my website’s loading?
A. Google’s PageSpeed Insights is a popular and highly reliable solution.
Add a live chat to your online store
The chat should appear on all pages of your website so that consumers can type in their questions and get answers anytime. If too few people use this service, consider greeting users proactively as they visit your store.
Top stores employ chatbots. The simplest bots offer sets of the most common questions and predefined answers to them. Their more advanced counterparts can interpret written speech, so users can manually type in their queries. AI-powered bots learn from their previous experiences and become smarter over time. A chatbot will help you improve customer experience and gather precious data about your clients’ behavior.
In addition to the chat, build a FAQ page and update it each time you change something about your store.
Q. Should my live chat operate 24/7?
A. Yes. During working hours, let human professionals attend to clients. At night, customers can be advised by a chatbot. The system should also tell users when human professionals will be back.
Let clients compile wishlists
Your potential customers might not always be ready to order the items that they crave. But if they add these products to their wishlists, they might come back one day and make the purchase.
Here are the three main benefits of wishlists:
- They remind customers about the products that they liked.
- You get a chance to target email marketing campaigns to clients who have added specific items to their wishlists.
- These insights enable you to better plan your inventory demand.
When building email campaigns, target them at each specific segment of clients who have compiled wishlists. For instance, if a person has added to their wishlist a product from a limited collection, send them a reminder when this product will be about to become sold out. Alternatively, it makes sense to inform consumers about discounts for the items that they have added to wishlists or about the availability of newer versions of these products.
Hopefully, now you have a better understanding of how to grow your Shopify store. Plus, we’d love to share a secret pro tip with you: consider cross-store selling! This can help you increase your average order value, expand your client base, and improve brand awareness.
To detect the best partners for selling cross-store, join Collabica! This platform will help you team up with like-minded brands quickly and efficiently.