The launch of your new Shopify store might feel like crossing the finish line, but in reality, it’s just the start of the next phase. Once you’ve launched your new Shopify website, attracting shoppers and making sales is next on the list but this isn’t always straightforward.
In the first of our new series we highlight some of the common struggles clients present with. From brand new start ups to well-established online sellers, we delve into ways you can boost the visibility of your Shopify site.
The old adage of ‘build it and they well come’ is a nonsense. Change the line to ‘build it and if people know about it, they might come if they have a good reason’ though and this is definitely a bit closer to the truth!
Whilst most new Shopify sites will automatically get visited by the search engine robots that will then begin the process of indexing pages, this doesn’t mean that a couple of days after launch you’ll suddenly be popping up at the top of Google search results.
The only time is likely to happen is if you’ve replaced an old website that was previously ranking well and have paid careful attention to things like 301 redirects.
For a brand new website on a new domain however, it’s a whole different story and it could take weeks before Google discovers your website and even longer before you start showing up within the first few pages of search results. Of course, if you’re not appearing on the first page, you’re highly unlikely to be found at all.
It’s not just search engines you need to consider though, it’s all discovery platforms, from Instagram and Pinterest to mentions in the press and beyond, being visible online is crucial to success and without it, there’ll be no website visitors which means there will be no sales conversions.
Attracting website traffic is one thing, but converting them into customers is a whole other story! Conversion optimisation is all about understanding what makes your customers tick.
Whilst you may have designed elements based on aesthetic appeal and what you think will work, conversion optimisation means making tweaks to things like the layout, content and location of key elements and monitoring the results.
From tweaking the layout to making sure your product descriptions sparkle, conversion optimisation is like having a friendly guide in your shop, making sure everything is just right.
Solution: Focus on user experience. Ensure your Shopify store is user-friendly, with clear navigation, compelling product descriptions, and a seamless checkout process.
Navigating the intricacies of marketing on a limited budget can be overwhelming, but whatever channels you decide to leverage, it’s all about making sure your communication is joined up, timely and relevant.
Relevance is the linchpin of effectiveness; without it, your efforts may fall flat. Timing is equally critical – missing key seasonal dates or delivering messages at the wrong moment can hamper success.
Similarly if you’re running a promotion that you’ve shouted about on one channel but failed to mention on others, or worse, if you’re saying something in one place but contradicting it elsewhere, your marketing won’t be effective.
Engage your audience across every viable channel by crafting compelling content and irresistible promotions. This dual approach not only boosts visibility but also fosters customer loyalty, creating a meaningful connection with your audience.
Tactics for Overcoming Visibility Struggles
Search Engine Optimisation should form the basis of any attempt to increase visibility. Of course paid search (Google Ads etc…) have their place, but SEO is the gift that keeps on giving and will often prove far more cost effective in the long run than paying for every single click that lands on your website.
Take a deep dive into Shopify’s SEO features. From keyword optimisation to image alt text and the depth of your product descriptions, every detail matters.
Regularly update your blog with relevant, keyword-rich content to improve your site’s organic search ranking and make sure you have all the key company and supplementary information that Google demands in order to rank a website.
Of course the downside with SEO, particularly for a brand new website with low Domain Authority, or a Shopify site with a very small product range, is that it takes time.
It can typically 2-3 months before you start seeing the first small signs of success, and 6-12 months or even longer for high competition niches where authority is everything.
With this in mind, focusing on just one tactic won’t be effective and you’ll need to address as many as possible in order to gain greater visibility.
Whilst SEO should be seen as an ongoing process that will provide the best long-term return, paid search is an effective way to give you immediate visibility whilst you wait for your position in organic search to improve.
Don’t be tempted to rely on automated tools that allow you to set something up and start spending money in minutes. Many defaults aren’t all that helpful and won’t take into account your individual business or sector.
You’re far more likely to make efficient use of your budget with a carefully planned and executed campaign. Expert guidance from an agency or export will save you money in the long term and provide you with the best possible results.
Email marketing is still an extremely useful marketing method and can help maintain visibility and stay at the forefront of customers minds.
Build an email list and keep your customers engaged with regular newsletters. Offer exclusive promotions and updates to incentivise repeat purchases and with tools like Klaviyo, you can even personalise your emails to create a more meaningful connection.
Social Media Marketing
Like it or not, social media plays an important role in website visibility, particularly for consumer focused brands. Social media can play not just an important role, but is integral for some brands.
You don’t have to be a beauty brand with a an enviable roster of influencers to collaborate with to make social media work for you though. Whilst influencer collaborations have become a staple of social media, the latest research suggests that customers aren’t easily swayed and have little trust in such tactics.
What really sells is brand personality and authenticity. Organic social media activity that aims to show people behind the scenes, answer questions, provide helpful and inspiring advice and ideas and ably demonstrate your brand USPs can be extremely effective.
The key is in planning your activity, but not overthinking it – high production values and polished video that wouldn’t look out of place as a TV advert can sometimes feel less authentic. Monitor the results of your posts by looking into your analytics and ensure you act on any insights you obtain, and of course, don’t forget to listen and interact.
If you’re struggling to get visibility, have a chat to us and we’ll tell you how we can help turn things around for your Shopify store.