Shopping Platforms & Marketplaces

Our view at Stack - Shopify has just about everything you need if you're looking to sell online. It excels with unlimited products, user-friendly setup, and 24/7 support. It offers 6,000+ app integrations, abandoned cart recovery, and shipping discounts up to 88%. Plus, it allows selling both online and in-person, scaling as your business grows.

In 2023, Shopify merchants broke Black Friday and Cyber Monday records, making $9.3 billion in sales. The most wonderful time of the year for shoppers is just around the corner, which means it’s time to start planning your Black Friday marketing campaigns if you want a slice of this year’s action. 

Black Friday Cyber Monday (BFCM) is an exciting prelude to the holiday shopping season, as consumers enjoy a long weekend to take advantage of fruitful deals, get ahead of gift-giving plans, or simply treat themselves.

Despite the stress and competitiveness surrounding preparation for this sales period, there are great rewards for businesses when BFCM campaigns are executed strategically. 

Here are some of the most creative Black Friday marketing campaigns we’ve seen. 

1. 22 Days Nutrition’s random discount codes

Everyone likes a good deal, but 22 Days Nutrition took it a step further and gamified its Black Friday. The popular food supplement brand offered a unique discount code for each subscriber that unlocked a randomly generated discount between 20% and 50%. 

The brand increased web traffic to its site as shoppers’ curiosity got the better of them—people wanted to find out how much discount they’d “won.” 

2. Sugarbones’ mystery box

Cheyenne Federiconi has always loved to create things. At an early age, she began selling commissioned artwork inspired by video games. But it was during art school that she found her own artistic style: feminine aesthetics with empowering messages. 

“Pink, sparkly, and girly designs always get put down for being weak or unpowerful,” Cheyenne says. “So I mixed the aesthetic with a lot of themes and characters to create a dynamic that empowers.” 

Smashing the starving artist stereotypes, Cheyenne turned her talent into a business. Under the moniker Sugarbones, she initially monetized her designs by printing them on stickers, later expanding her business to include enamel pins, patches, accessories, and apparel. 

Cheyenne views BFCM as a time to treat Sugarbones’ customers to a little fun, and her campaigns often make use of surprise and mystery.

“I’ll add in bonus stickers or a miniature art print for all orders during BFCM,” says Cheyenne. 

Her door crasher comes in the form of a mystery box filled with multiple pins, patches, and stickers.

“Ordering a mystery box is like receiving a present where you don’t know what’s inside it, which is exciting for those who love surprises,” Cheyenne says. “It’s also a different approach without discounting the whole store and a great way to clear out inventory of older items.” 

Sugarbones’ BFCM campaigns are built around fun and excitement, but behind the scenes, Cheyenne works hard to ensure things run smoothly. As the sole owner and operator of her business, she juggles a bevy of responsibilities.

To prepare for BFCM and the hectic holiday season, Cheyenne stocks inventory at least a month in advance and finishes all of her email and social media marketing materials a week beforehand. 

3. Tentree’s Green Friday campaign

Launched in 2012 Tentree is an apparel company committing to planting 10 trees for every item sold. Inspired by days spend hiking and surfing, Tentree was founded by Canadians Dave Luba and Kalen Emsley, who were looking for ways to help preserve the world’s natural wonders.

Initially, Tentree struggled with the idea of participating in Black Friday Cyber Monday. “We wanted to stay away from the negative impacts of consumerism and stimulating sales of items that were not needed,” says Shawn McIntyre, former ecommerce manager at Tentree. Tentree’s Green Friday campaign is one of many small business Black Friday campaigns that aim to promote sustainable practices during the consumer event.

“We looked at our company, mission, and products and realized there was a huge opportunity for us to promote our cause and create change during the busiest shopping period,” Shawn says. The team set a goal of planting one million trees through this year’s BFCM sales, doubling their target from last year.

During its Green Friday campaign, Tentree offers a sitewide percentage discount alongside additional daily promotions, like mystery bonus gifts, new product releases, and free shipping.

To reward its top customers, Tentree also offers early access and exclusive deals. It announces Green Friday and other promotional offers through Black Friday email campaigns that show a live goal meter for the number of trees that will be planted. The campaign is also advertised on social media.

Tentree’s main goal for its Green Friday campaign is to raise awareness. One way it does this is by providing customers with unique codes they can use to track where their trees will be planted. From Madagascar to Haiti to Nepal, Tentree has been able to successfully reposition Black Friday Cyber Monday to align with its mission statement and plant seeds of change.

4. The Wallack’s customer retention campaign

The Wallack’s name is synonymous with art in Canada’s capital. This Ottawa art store and gallery has been an institution for more than 80 years, and Michael Wallack, the current president and third-generation owner, is carrying on the legacy. 

When Wallack’s opened its ecommerce store, artists in remote places could purchase supplies and browse the shop’s inventory.

“When artists get inspired, they want to figure out what materials or colors they’ll need to complete a project, so our website is a helpful place for planning and inspiration,” Michael says.

Wallack’s initially began participating in Black Friday Cyber Monday to stay competitive against American art suppliers and Canadian companies who adopted the sales period. Now, its main motivation is to benefit its lifelong customers. 

Michael highlights the company’s 12-month planning cycle as a key component to building a Black Friday ecommerce promotion that fits with its profitability, inventory, and, most importantly, customers’ needs.

“This period is an opportunity to help customers replenish their supplies at a better price. We don’t view it as a way to get new customers, but rather a way to give our customers a deal they need,” Michael says.

Art projects come in many forms, and there are countless tools available to bring an artist’s vision to life. Wallack’s tries to discount items that appeal to the most customers during its Black Friday Cyber Monday campaign. 

In previous years, customers enjoyed Black Friday sales on supplies and materials that need to be frequently restocked, like oil and acrylic paints. With a focus on serving and selling to existing customers, Wallack’s campaigns are typically featured through its website, email list, and social accounts. By approaching Black Friday Cyber Monday in its own way and putting artists first, Wallack’s campaigns will continue and expand its legacy. 

5. Barnes & Noble’s #BNSignedEditions campaign 

Barnes & Noble has always been a Black Friday trendsetter. In a bid to shun the traditional discount frenzy during the holiday shopping event, the bookstore decided to do something unique in its industry. Instead of slashing prices, the brand released over half a million autographed books from its bestselling authors as part of its Black Friday campaign. In fact, the campaign was such a hit, it contributed to Barnes & Noble’s most successful holiday season. 

The brand promoted signed editions from Lee Child, Rupi Kaur, Nick Offerman, Reese Witherspoon, and many, many more—a promotion that continues to this day.  

6. Gymshark’s Black Friday wish list guide

Apparel and accessories is one of the hottest product categories for Black Friday and Cyber Monday. Knowing the popularity of their products, Gymshark helped shoppers make the most of their Black Friday deals by putting together a detailed guide.

As well as outlining what discounts shoppers could expect, the brand included a step-by-step guide for creating a wish list to cash in on the best deals. 

7. Lush’s limited edition orangutan soap

Black Friday can be a great time to stand out from the crowd and share your brand values—something that Lush leaned into for Black Friday a few years ago. The skin care brand launched a limited edition orangutan-shaped soap to reiterate its values as an organic brand dedicated to helping the planet. 

Every penny from the campaign went to SOS and the Orangutan Information Center to raise awareness of how close orangutans are to extinction. To mirror how many Sumatran orangutans remained in the wild, Lush produced exactly 14,600 soaps to sell during Black Friday weekend—unsurprisingly, they all sold out. 

8. Patagonia’s Don’t Buy This Jacket campaign

Outdoor brand Patagonia is renowned for its commitment to longevity. In line with its previous campaigns, like Worn Wear, where customers could get their items fixed for free, the brand launched its Don’t Buy This Jacket campaign for Black Friday. Going against the common trend of slashing prices and offering huge discounts, the brand actively encouraged shoppers not to buy anything. 

The aim was to get shoppers to stop and think about consumerism and its impact on the planet, with the ultimate goal of encouraging people to reduce, reuse, and repair the items they already own instead of simply buying more. 

9. Cards Against Humanity’s anti-Black Friday campaign

Cards Against Humanity is another brand that bucks the traditional Black Friday trend. Like Patagonia and Lush, the card company decided to use the shopping holiday to promote its values and spotlight the effects of consumerism. 

Instead of reducing prices, the brand increased its prices. This isn’t the first time Cards Against Humanity has played around with traditional marketing trends on Black Friday. One previous campaign “allowed” shoppers to buy nothing for $5, while another campaign saw the brand slash its prices by a whopping 99%.

10. Cartier’s extended returns policy 

Luxury jewelry brand Cartier is so confident its customers will love its products it extended its Black Friday returns window to three months. Shoppers who took advantage of the brand’s holiday discounts had until January 15 to return any unwanted items, a goodwill gesture that aimed to reassure any shoppers on the fence. 

Having a decent returns policy is a great way to convince new customers to try out your products during an event like Black Friday. 

11. Sephora’s free shipping 

Similarly to Cartier, Sephora wanted to remove any obstacles from potential customers. During its annual Black Friday event, the beauty brand offers free shipping the entire weekend, as well as 50% off products across its store. Adding an incentive like this is a great way to attract new shoppers and tap into the power of impulse buying. 

12. Polysleep’s mock “leaked email” campaign

In 2016, after suffering a double herniated disc at a golf tournament that left him bedridden for three months, Jeremiah Curvers dedicated his recovery time to researching mattresses that provided superior support and comfort.

His quest led him to connect with key foam manufacturers in the mattress industry, ultimately inspiring him to establish Polysleep, a foam mattress company based in Montreal, Canada.

With massive venture-backed mattress-in-a-box companies dominating the market, Jeremiah worked closely with his supplier to differentiate Polysleep’s product.

“The type of hybrid foam we use is more breathable and the construction offers stronger support, edge to edge,” he says. Jeremiah also credits Polysleep’s competitive pricing as a differentiator, an advantage he’s secured by operating closely with suppliers and maintaining lower margins. 

When it comes to Black Friday Cyber Monday, Jeremiah gets creative with his campaigns. One year, the Polysleep team created a mock “leaked” email that spilled the details of an upcoming sale to their email subscribers. 

Lots of subscribers participated in the sale and many forwarded the email to friends and family members who needed a new mattress. Jeremiah explains the sale had a domino effect:

“A lot of people, after seeing that email, started interacting with the brand on a more personal level, because it pulled back a corporate curtain and showed people Polysleep’s personality.” 

13. Glossier’s Only Sale of the Year campaign

Black Friday is a highly anticipated shopping event for even the most reserved consumers, but that anticipation can be increased when the discounts are rare.

For Glossier customers, Black Friday marks the only time of the year its beauty products are discounted. Dubbed the “Only Sale of the Year,” Glossier’s Black Friday campaign creates a sense of urgency and scarcity, encouraging shoppers to make the most of the annual event. 

Get ready for your best BFCM yet

Even though the strategies highlighted above are unique to each merchant, their ideas all share one thing in common: They run campaigns that resonate with their customers. Setting your goals and coming up with a unique Black Friday Cyber Monday approach is essential to connecting with your intended audience.

We hope these stories of creative Black Friday Cyber Monday campaigns will spark ideas for your own business. To help you prepare even more, check out the 25 things to check off your Black Friday Cyber Monday planning list and kick-start your 2024 plans.

If Shopify is of interest and you'd like more information, please do make contact or take a look in more detail here.

Credit: Original article published here.

Our view at Stack - Shopify has just about everything you need if you're looking to sell online. It excels with unlimited products, user-friendly setup, and 24/7 support. It offers 6,000+ app integrations, abandoned cart recovery, and shipping discounts up to 88%. Plus, it allows selling both online and in-person, scaling as your business grows.

Black Friday and Cyber Monday (BFCM) is a milestone sales weekend in the US. Black Friday happens on the Friday after Thanksgiving, while Cyber Monday focuses on online deals the following Monday. These shopping holidays mark the unofficial start of the busy holiday season for retailers—and a golden opportunity to experience tremendous sales growth.

While BFCM is undeniably critical for Shopify businesses, seizing on the peak selling season also demands advance preparation. In 2023, Shopify merchants reached a record $9.3 billion in sales on BFCM, representing a 24% year-over-year increase. With 61 million customers purchasing from Shopify-powered brands, this period underscores the platform’s ability to empower businesses. However, achieving such success during BFCM requires careful preparation, strategic foresight, and, crucially, access to capital. 

Take Shock Surplus, for instance. With funding through Shopify Capital, Shock Surplus has been able to buy directly from some of the large wholesalers in its industry.

“It’s very hard to buy directly from some of the big brands in our space unless you have volume and money to back up that volume,” said Founder and CEO Sean Reyes. “You need a lot of cash runway. Shopify Capital has helped us approach the biggest brands in our industry by allowing us to go to them with large checks to show that we’re serious.” 

Sean’s story underscores how Shopify Capital isn’t just a source of funding: it’s a catalyst for growth and a gateway to opportunities that were previously inaccessible. Strategic access to capital can set businesses up for BFCM success in a few key areas:

• Inventory or product expansion: Stocking up on popular products and capitalizing on early holiday shoppers
• Marketing: Amplifying reach and attracting new customers in a crowded holiday season
• Cash flow: Ensuring smooth operations during the surge in demand and unexpected expenses
• Retail: Investing in upgrades to streamline the shopping journey and meet customer expectations
• Operating expenses: Scaling retail staff and resources to handle the BFCM rush

Businesses have a variety of options to secure funding for BFCM, from traditional lenders to alternative financing solutions. Traditional lending partners usually have incredibly specific criteria, a lot of paperwork, and slow turnaround times. Alternative options—like Shopify Capital—have more flexible criteria, a simpler application process, and a faster disbursement of funds compared to traditional lenders.

Shopify Capital is a founder-friendly solution to access capital funding. Unlike traditional lending options, Shopify Capital prioritizes your business’s potential, not just your credit history. You can access up to $2 million in funding, if approved, (with options for additional funding) and it comes with 0% equity, meaning you keep complete control. To date, more than $5.1 billion has been funded through Shopify Capital fueling brands’ growth and helping them prepare for key sales opportunities like BFCM.

In this blog, we’ll break down the five key ways your business can leverage Shopify Capital financing to unlock your sales potential during BFCM. 

1. Inventory or product expansion: Scale product offerings

Inventory management is a constant concern for brands, but it becomes especially critical ahead of BFCM. Consider the fact that holiday shopping is an all-year affair for many shoppers. In fact, 19% of US shoppers look for gifts year-round, a 16% increase from the previous year. It’s never too early to ensure your business has stocked shelves, both in store and online to capture those potential sales.

Shopify Capital could help you build a robust inventory with flexible and timely financing. We provide the resources you need to:

• Launch new product lines: Think about seasonal trends or complementary products that capitalize on BFCM shopping habits.

• Expand into new categories: Diversify your offerings to attract a wider audience during the peak season.

• Negotiate bulk discounts: Secure larger quantities and negotiate deeper discounts with suppliers, boosting your profit margins.

The Buffalo Wool Co.’s success with Shopify 

The Buffalo Wool Co., a manufacturer and seller of high-quality bison products, has spent the last 12 years developing a supply chain that brings together bison ranchers, small independent mills, and local manufacturers. Despite growing about 20% year-over-year since their inception, the company has struggled with the gap of time between paying vendors and their busy selling season during BFCM. Through funding by Shopify Capital, they were able to grow their inventory before winter and the holiday season.

2. Marketing: Amplify reach and engagement

The crucial lead-up to BFCM is where brands set the stage for success. This is when they unleash their most creative marketing efforts, vying for a slice of the holiday shopping pie. Brands must launch strategic advertising early to stay top-of-mind and capture valuable market share before competitors saturate the space. 

Porter Road’s success with Shopify

Nashville-based Porter Road, a champion of sustainable meat and local farmers, understood that traditional financing options wouldn’t unlock their full growth potential. They needed a financing partner who could keep pace with their ambitions. That’s where Shopify Capital came in.

“Shopify Capital provided the financing we needed to invest in marketing initiatives that promoted our brand,” says Chris Carter, CEO of Porter Road. “Our strategic million-dollar marketing spend in 2020 continues to generate returns, driving a staggering $11 million in sales today.”

By leveraging Shopify Capital, Porter Road more than competed in the BFCM marketing arena—they thrived. Their story demonstrates the power of well-timed marketing investments, turning a strategic spend into a long-term sales engine.

3. Cash flow: Ensure financial stability and covering short-term financing needs

BFCM is more than just a massive selling event: it’s a launching pad for the entire holiday season and beyond. Strong performance during BFCM can propel your business forward, building customer loyalty that lasts long after the discounts disappear. But capitalizing on this opportunity requires a well-oiled machine—and a healthy cash flow is the engine that keeps it running.

While BFCM promises booming sales, it can also strain your resources. Unexpected expenses crop up, and the surge in demand necessitates higher operating costs. Staffing needs might increase to manage the higher customer volume, and you may want to invest in upgrades to your technology infrastructure to handle increased traffic and sales. However, amidst these challenges, Shopify Capital provides a tailored solution to alleviate these pressures and empower your business for success.

Hell Babes’ success with Shopify

Jessica Wise, founder of Hell Babes, initially relied on credit cards to support the growth of her business. After realizing the limitations of this approach, she discovered Shopify Capital. The automated repayment process, which deducted small amounts based on daily sales, provided a much more manageable solution. 

“Being a small business owner, there are different problems to solve, from cash flow to finding customers, and Shopify Capital was crucial,” says Wise. Through Shopify Capital, Hell Babes was able to invest in inventory and other growth-focused areas of the business. With a healthy cash flow, Hell Babes had the resources they needed to meet customer demand and keep sales churning.

4. Retail: Enhance the customer experience

BFCM isn’t just about online sales. It’s a prime opportunity to create a welcoming omnichannel experience that delights customers both online and in store. But with increased foot traffic and heightened expectations, ensuring a smooth and positive experience requires organized (and memorable) retail operations.

Shopify Capital empowers you to invest in strategic improvements to elevate your retail experience this holiday selling season. Here’s how you can leverage your capital:

• Invest in store renovations: Create a more inviting and functional space for customers. Consider wider aisles, improved product displays, and comfortable seating areas.
• Upgrade technology: Implement faster checkout systems to reduce wait times and enhance customer satisfaction. Explore mobile hardware options like Shopify POS Go to give customers convenient checkout options and empower staff to clinch sales anywhere in the store.

The Public Pet’s success with Shopify

The Public Pet, a pet store, is a prime example of how investing in retail spaces translates to success. “Shopify Capital has made it easy to take advantage of more opportunities,” says Jordan Lee, Founder of The Public Pet. “Funding allowed me to grow my inventory, expand my team, and improve my retail store.” By streamlining their checkout process, The Public Pet ensured a smooth and efficient shopping experience for their customers during the busy holiday season.

5. Operating expenses: Handle payroll and rent

BFCM can be a whirlwind for your business. Fortunately, there are steps you can take to streamline your operations and ensure a smooth customer experience. By carefully managing your budget and resources, you can optimize your business for success during this peak sales period. 

Holiday hiring is incredibly difficult. To support your business properly, you may want to invest in temporary staff or extended hours to manage the influx of customers. During BCFM in 2023, 86% of retailers faced challenges staffing customer-facing roles. Consider using sales forecasting tools to predict demand and ensure you have sufficient staff on hand. Additionally, be sure to review your shipping and fulfillment processes well ahead of BFCM to identify bottlenecks and implement improvements.

By proactively addressing operational needs, you can minimize disruptions and create positive experiences for your customers during BFCM. This will not only lead to increased sales but also foster customer loyalty that extends well beyond the holiday season.

Power up your BFCM strategies with Shopify Capital

Shopify Capital is a one-stop shop for unlocking growth during BFCM and beyond. So whether you need to stock up on inventory early, ensure a seamless cash flow, launch targeted marketing campaigns, elevate your in-store experience, or further support your operating expenses—or all of the above—Shopify Capital offers a versatile financing solution tailored to your business needs.

Remember, BFCM is a marathon, not a sprint. Strategic investments can fuel your success throughout the season. From early-bird inventory purchases in July to last-minute marketing pushes in November, Shopify Capital can equip you with the resources you need to succeed.

Available in select countries to eligible merchants. Eligibility is subject to change. Offers to apply do not guarantee financing. All financing through Shopify Capital is issued by WebBank in the United States.

*Shopify Capital loans are repaid based on a percentage of daily sales. The maximum repayment term is 18 months, and 2 minimum payments apply. The actual time period within which the loan is repaid may be less than 18 months.

If Shopify is of interest and you'd like more information, please do make contact or take a look in more detail here.

Credit: Original article published here.

Our view at Stack - Shopify has just about everything you need if you're looking to sell online. It excels with unlimited products, user-friendly setup, and 24/7 support. It offers 6,000+ app integrations, abandoned cart recovery, and shipping discounts up to 88%. Plus, it allows selling both online and in-person, scaling as your business grows.

If Shopify is of interest and you'd like more information, please do make contact or take a look in more detail here.

Credit: Original article published here.

Our view at Stack - Shopify has just about everything you need if you're looking to sell online. It excels with unlimited products, user-friendly setup, and 24/7 support. It offers 6,000+ app integrations, abandoned cart recovery, and shipping discounts up to 88%. Plus, it allows selling both online and in-person, scaling as your business grows.

If Shopify is of interest and you'd like more information, please do make contact or take a look in more detail here.

Credit: Original article published here.

Our view at Stack - Shopify has just about everything you need if you're looking to sell online. It excels with unlimited products, user-friendly setup, and 24/7 support. It offers 6,000+ app integrations, abandoned cart recovery, and shipping discounts up to 88%. Plus, it allows selling both online and in-person, scaling as your business grows.

If you can write a résumé, you can write a case study. Just as a résumé shows potential employers how your experience can benefit their team, a case study highlights an existing client’s success story to demonstrate your business or product’s value to prospective clients.

A compelling case study includes relevant data without overwhelming your reader, considers the customer’s perspective, and demonstrates how you handled a specific challenge.

The best way to learn how to write one is by reading a stellar business case study example.

What is a case study?

A case study is a document business-to-business (B2B) companies use to illustrate how their product or service helped a client achieve their goals. A winning case study introduces the featured client, gives a brief description of their challenge or goal, and showcases the results they achieved with your help.

Businesses that provide software, tools, or consulting services often provide case studies to potential customers trying to choose between several options.

A company’s marketing team is typically responsible for writing case studies, but if you have a small business without a dedicated marketing team, don’t worry. Anyone can write a case study, and it’s a straightforward process if you use a template.

Why should you create a case study?

A case study brings your product or service to life for future customers with real-world examples. These success stories offer tangible results. Case studies are, thus, a form of social proof, but their power goes beyond a mere testimonial or review.

Since B2B services often are expensive and require approval from multiple decision-makers, typical forms of social proof often aren’t enough to convince potential customers. Business customers want to be able to share compelling data with their teams, and that’s where the case study is beneficial.

How to write a case study

1. Choose a template
2. Interview your client or customer
3. Describe the situation
4. Identify the solution
5. Present the results

1. Choose a template

You don’t necessarily need a template to write a case study, but it can make the process easier—especially if you haven’t written one before or need to write several at once.

You’ll notice that most business case studies take the same general format; after inputting the basics into the template, you can add your own personal flair. (That is, your branding and voice.)

2. Interview your client or customer

The client or customer interview is the heart of the case study. Identify several current or past clients willing to chat with you about their experiences. Look for repeat customers and those who reached out independently to tell you how much they enjoyed your product or service.

A phone interview is the best way to get conversational quotes, but you can correspond via email if your subject is short on time. Not sure what to ask? When social advertising agency Biddyco interviewed the VP of Marketing at Fellow, they asked him the following questions, according to their case study:

• What were the obstacles that would have prevented you from choosing/hiring Biddyco?

• What have you found as a result of hiring Biddyco?

• What specific feature or thing do you like most about Biddyco’s services?

• Would you recommend Biddyco and why?

The goal of the interview is to better understand your client’s experience with your product or service and grab a soundbite you can use as a testimonial in your case study. If you didn’t work directly with the client, you may also want to interview someone on your team who did to get more context.

3. Describe the situation

Give context to your case study with a brief description of the client’s business and the desired outcome that led them to seek your product or service. You can follow this general formula:

[Client’s name] is a [type of business] with [unique feature]. [Client’s name] came to [your business] seeking [client’s desired outcome] while [requirement].

Here’s an example of a one-sentence situation summary in the case study for Sharma Brands’ client Feastables:

“Feastables, a better-for-you snacks company, came to us in need of a team to take the DTC setup off their plate.”

Advertising company Adgile, which created moving billboards for the non-alcoholic aperitif brand Ghia, has a longer description in its case study that provides background on the marketplace, but the heart of it is this:

“Ghia was seeking creative ways to break through the clutter of a crowded—and big-budgeted—adult beverage market, all while managing customer acquisition cost (CAC).”

4. Identify the solution

This section can vary depending on your field. Also described as “the action,” “the work,” or “the strategy,” the solution describes the strategic insights your company brought to your client’s problem or how your customer used your product to achieve their goals.

The basic formula: [Client’s name] partnered with [your business] to [service received].

Here’s an example from email marketing software Klaviyo’s case study featuring olive oil brand Graza:

“Graza uses Klaviyo’s granular segmentation tools to send automated flows and promotional campaigns to small, targeted groups of customers based on purchase frequency.”

This section describes exactly which of Klaviyo’s features Graza used (granular segmentation) and how they used it (to send automated flows to small, targeted groups), without getting into any outcomes or results yet.

5. Present the results

This section is where you’ll win over prospective customers and build trust. The basic formula is:

[Client’s name] used [service received] to [desired outcome].

Share how your product or service positively affected the client’s business, whether that’s cost savings, more clients, or improved company culture. According to a case study from community platform TYB, the results it delivered for skin care company Dieux were as follows:

“Dieux was able to create thousands of authentic, personalized referrals ahead of its new product launch plus live out its brand promise of transparency.”

Depending on your product or service, your results may include quantifiable outcomes (like thousands of referrals), intangibles (like living out your brand promise), or both, as in the case of TYB.

Real-world examples of case studies

A great way to write a case study is to look at a sample case study—or better yet, many. You’ll notice that wildly different businesses have case studies that follow roughly the same structure, which is why we recommend using one of our free case study templates to write yours. Learn from this mix of business, design, and marketing case study examples:

Sharma Brands for Feastables

Sharma Brands is a branding agency founded by Nik Sharma, “The DTC Guy.” Sharma Brands keeps its case study featuring snack company Feastables short and sweet, breaking it down into three chronological sections: the situation, the work, and the outcome.

The Sharma Brands case study is a good example of how to incorporate meaningful results without sharing actual numbers (which the client may not wish to make public) or getting into an in-depth analysis.

Instead of metrics, Sharma Brands lists the tasks it executed: 

• “Successfully launched their DTC site.” 
• “Simultaneously launched on GoPuff with no downtime.”

It also lists some general achievements: 

• “Broke Shopify records in the first 24 hours of launch.” 
• “All revenue and engagement metrics were highly exceeded.”

Adgile Media Group for Ghia

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Adgile Media Group creates outdoor advertising by providing brands with mobile billboards. Unlike traditional outdoor advertising, Adgile also tracks the digital impact of its IRL campaigns.

Adgile’s case study featuring the non-alcoholic beverage brand Ghia is the perfect place to show off the metrics it collects, like:

• 78% homepage visit lift
• 91% conversion lift
• 82% lift on its Find Us page
• Increase in brand awareness and recall, more than 75% over the competition

Meta for Lulus

Meta, the social media and digital advertising platform, does something in its case studies that every company can replicate. Instead of saving the numbers for the results section, Meta provides a brief overview near the top. This breaks up the text visually, provides a quick snapshot for anyone who doesn’t want to read the full case study, and intrigues those curious to know how they achieved those numbers.

Meta’s case study for the clothing company Lulus starts by teasing its most impressive stat:

“The women’s fashion ecommerce company compared the performance of a Meta Advantage+ shopping campaign with Advantage+ catalog ads versus its usual ad campaign setup and saw a 47% increase in return on ad spend using the Advantage+ products.”

It then presents three key figures in a visually appealing design, drawing clear attention to the impact it had on this customer.

TYB for Dieux

TYB is a community platform that rewards fans for creating user-generated content. TYB’s case study for Dieux details how the skincare brand used its platform to involve customers in product testing.

It also does something small worth noting: Instead of sticking the call to action at the bottom of the case study, TYB places a “request demo” button at the top of the page. That way, anyone compelled by the results of the case study can take the next step immediately.

Biddyco for Fellow

Advertising agency Biddyco took a unique approach to its case study for the coffee- and tea-gear company Fellow. Unlike other business case study examples that use the typical situation-solution-results format, Biddyco structured its case study as an extended testimonial, with a series of questions like, “What specific feature or thing do you like most about Biddyco’s services?”

In addition to client feedback, Biddyco also highlights a few key accomplishments under the heading “All You Really Need to Know.”

Outline for Heyday Canning

A branding studio like Outline won’t approach case studies in the same way an advertising platform like Meta would. What matters here isn’t cost per impression or ROAS, it’s how everything looks.

That’s why Outline’s case study for ​​Heyday Canning is relatively light on words and heavy on imagery. If your work is more visual than numerical, your case study is a great place to show your behind-the-scenes process.

For example, Outline shows the label design alongside images of the cans on the shelf and provides a brief description of the design inspiration. This example shows how you can have a design-focused case study that still tells a compelling story.

Klaviyo for Graza

Klaviyo, an email marketing software company, puts numbers front and center in its case study for the olive oil company Graza. If your product or service involves tracking metrics like email open rates, revenue, and click rates, highlight those stats in a larger font size, as Klaviyo did.

Klaviyo’s case study for Graza also shows you don’t necessarily need to fix a problem to create a great case study; you can also simply help your client achieve their goals. According to Klaviyo’s case study, Graza’s challenge was to create strong customer relationships.

Culture Amp for Bombas

How do you write a compelling case study if your service doesn’t involve tangible metrics or flashy design? For the performance management software company Culture Amp, it’s highlighting key statistics about the subject of its case study, sock company Bombas.

Like Meta and Klaviyo, Culture Amp highlights three numbers in large font. But these numbers are stats about their client Bombas, not Culture Amp’s services: “120+ employees,” “25M+ items donated,” and “$100M+ in revenue for 2018.”

Instead of showing off the results it achieved for Bombas, these numbers let prospective clients know that Culture Amp works with big, important companies on their performance management process.

Kustomer for ThirdLove

Choosing a customer relationships management (CRM) platform is a big decision. Switching platforms—as bra company ThirdLove did in this case study from customer support platform Kustomer—can involve lengthy data migration, customization, and employee onboarding.

That’s why it makes sense that Kustomer’s case study for ThirdLove is a four-page-long PDF and not a blog post. If your case study involves a long, detailed analysis, follow Kustomer’s example and make two versions of your case study.

The first page is an executive summary, with about a paragraph each describing the challenge and results. If after reading the first page, you want to learn more, you can dive into the rest of the case study, but you don’t have to read the entire thing to get a sense of how Kustomer collaborated with ThirdLove.

If Shopify is of interest and you'd like more information, please do make contact or take a look in more detail here.

Credit: Original article published here.

Our view at Stack - Shopify has just about everything you need if you're looking to sell online. It excels with unlimited products, user-friendly setup, and 24/7 support. It offers 6,000+ app integrations, abandoned cart recovery, and shipping discounts up to 88%. Plus, it allows selling both online and in-person, scaling as your business grows.

If Shopify is of interest and you'd like more information, please do make contact or take a look in more detail here.

Credit: Original article published here.

Our view at Stack - Shopify has just about everything you need if you're looking to sell online. It excels with unlimited products, user-friendly setup, and 24/7 support. It offers 6,000+ app integrations, abandoned cart recovery, and shipping discounts up to 88%. Plus, it allows selling both online and in-person, scaling as your business grows.

If Shopify is of interest and you'd like more information, please do make contact or take a look in more detail here.

Credit: Original article published here.

Our view at Stack - Shopify has just about everything you need if you're looking to sell online. It excels with unlimited products, user-friendly setup, and 24/7 support. It offers 6,000+ app integrations, abandoned cart recovery, and shipping discounts up to 88%. Plus, it allows selling both online and in-person, scaling as your business grows.

If Shopify is of interest and you'd like more information, please do make contact or take a look in more detail here.

Credit: Original article published here.

Our view at Stack - Shopify has just about everything you need if you're looking to sell online. It excels with unlimited products, user-friendly setup, and 24/7 support. It offers 6,000+ app integrations, abandoned cart recovery, and shipping discounts up to 88%. Plus, it allows selling both online and in-person, scaling as your business grows.

In 2013, Shizu Okusa left her prestigious job at Goldman Sachs to embark on an entrepreneurial journey that would transform her life and the wellness industry. Her first venture, Jrink, a hand-delivered fresh-pressed juice company, taught her valuable lessons about business sustainability and personal fulfillment. Eventually feeling burned out, she sold Jrink in 2019 to launch Apothékary, a company creating herbal remedies with healing modalities.

Shizu’s experience with both brands led her to a crucial realization: To truly love and sustain a business, every decision must be scalable and must align with personal values. 

Here are three key elements that Shizu recommends founders implement from the start to ensure sustainable revenue growth.

1. Maintaining high profit margins

Shizu’s top advice is to keep profit margins as high as possible. By keeping production costs low while maintaining product quality, brands can create room for growth investments.

“When you have margins of 50%, [like I did at Jrink], you can’t really afford much, and if you have spoilage on top of that for fresh juices, it eats away at the money,” Shizu explains. With Jrink, there wasn’t enough cash to spend on creative agencies, media buying, or large marketing campaigns.

Shizu strategically designed Apothékary’s product line with this learning in mind. “With Apothékary, I’ve reverse-engineered the margins, so the shelf life is three years, instead of three days,” she says. This approach has given the company more financial flexibility for growth initiatives.

2. Investing in creative expertise

A pivotal factor in Apothékary’s growth was hiring a creative agency for rebranding. This decision helped Shizu distill complex science and history into appealing graphics, design, and packaging. The current Apothékary website is the third iteration, reflecting the brand’s evolution.

“We couldn’t keep focusing on this niche little market of woo-woo witchy kind of herbal lovers,” Shizu says of recognizing the need to expand beyond the brand’s initial small market. “We needed to think bigger, we needed to think broader.”

This strategic rebranding was crucial for the company’s success and growth. “I don’t know if the business would have survived if we never did the rebrand,” Shizu says. “I don’t think it would have died necessarily in a year or two years, but I don’t think you would have seen strong enough leading indicators that I could raise money on or continue to grow the business.”

Today, Apothékary’s brand presence is cohesive and streamlined across all touchpoints, from its website to email newsletters to social media posts.

3. Prioritizing research and development

Shizu emphasizes the importance of continuous improvement and investment in product development. “We’re investing a lot more in clinical studies, a lot more in R&D [research and development], and the product formats for two years out,” she says. This forward-thinking approach, she believes, will strengthen Apothékary’s competitive advantage in the long run.

Shizu also recognizes the value of personal growth alongside business development. She’s worked with three coaches throughout her entrepreneurial journey, acknowledging that “the entrepreneurship journey is a very spiritual journey. It unlocks so many questions that you have to confront about yourself.”

By following Shizu’s advice on maintaining high profit margins, investing in creative expertise, and prioritizing R&D, entrepreneurs can build more sustainable and scalable businesses. Listen to Shizu’s full story, and gain more tactical tips on business growth on the Shopify Masters podcast.

If Shopify is of interest and you'd like more information, please do make contact or take a look in more detail here.

Credit: Original article published here.

Our view at Stack - Shopify has just about everything you need if you're looking to sell online. It excels with unlimited products, user-friendly setup, and 24/7 support. It offers 6,000+ app integrations, abandoned cart recovery, and shipping discounts up to 88%. Plus, it allows selling both online and in-person, scaling as your business grows.

When ecommerce store owners discuss their most important marketing metrics, conversion rate is almost always near the top of their list. 

That’s with good reason—the number of people who visit your online store and make a purchase is crucial for any store’s success. 

But conversion rate optimization is easier said than done. It’s important to understand how to calculate conversion rate, how to optimize conversion rate, and what factors inform what a good conversion rate is for your business.

What is a conversion rate?

Conversion rate measures the percentage of people who completed an action on your website. That action could be a newsletter form signup, lead magnet download, free trial signup, product purchase, or any number of other actions. It’s up to you to define what a conversion means for your business, but it’s helpful to keep this best practice in mind: Your conversion rate should reflect an action that has a measurable impact on your business growth.

Store owners consider conversion rate to be highly important because it affects the return on investment (ROI) of all your other marketing efforts. 

For example, whether a potential customer visits the site via a social media campaign or Google Ad, a higher conversion rate means you’ll see a bigger return on those marketing campaigns. Assuming you continue to get the same or more traffic, if your store can convert at least 2% of website visitors into buyers instead of only 1%, your revenue doubles.

Conversion rate formula

Conversion rate is calculated by dividing the total number of conversions by the total number of visits to a webpage, expressed as a percentage of site visitors who completed the desired conversion action.

 The conversion rate formula is:

Total conversions / Total visits to your website

Total conversions

This is the number of desired actions completed by visitors on your website. Total conversions could include actions like making a purchase, signing up for a newsletter, or filling out a form. Each of those would be separate types of conversions to track independently from one another.

Total visits to your website

This represents the overall number of site visitors who have accessed your website within a specific time period. It includes all the interactions and sessions on your website, regardless of whether a conversion occurred.

Many marketing analytics tools have a built-in conversion rate calculator. Shopify Analytics calculates it automatically, and Google Analytics calculates it once you set up its conversion tracking (or set up its automatic integration). These tools also provide more options for segmenting this number, such as by marketing campaign or device.

Sometimes, marketers calculate conversion rates with a slightly different conversion rate formula: based on the total number of visitors to their site instead of the total number of unique visits. This conversion rate formula helps account for customers who visit multiple times before purchasing. It’s referred to as a user-based conversion rate. 

That said, a visit-based conversion rate is the industry standard for conversion rate benchmarks.

What factors can affect my conversion rate?

Many store owners want to know a universal benchmark for a good conversion rate. However, the truth is that a high-performing conversion rate is highly dependent on a series of factors outside of website performance itself. 

Any holistic analysis of conversion rate performance should consider these factors:

Channel mix

Different traffic sources, or channels, will naturally convert differently. For example, visitors who find your site when searching a keyword with high purchase intent (e.g., “best cheese grater”) in a search engine tend to convert at a higher rate than those from social media. Why? These visitors are already seeking out a specific answer, as opposed to just browsing their feed.

Funnel mix

If a business is focused only on the bottom of the funnel, with tactics such as email marketing and remarketing ads, it will naturally have a higher conversion rate than a business that runs lots of awareness-focused ads reaching new audiences. That doesn’t necessarily mean one site is stronger than the other from a conversion perspective—it just means the business’s marketing is more focused on attracting pre-qualified people.

Product price

High-price products often naturally require more consideration. A site selling $2,000 products will have a lower conversion rate than one selling $20 products, all else being equal. In ROI terms, expensive products make up for this with a higher average order value.

Returning customer mix

When a customer has already purchased, they are much more likely to purchase again. Sites that have regular returning customers, such as those that sell consumable goods like food, will have a naturally higher conversion rate.

How to improve your conversion rate

When a website has a high conversion rate, that means the value of what it offers is clear, the shopping experience is simple, and the customer feels the need to buy as soon as possible. 

Understanding how your website can improve on these three factors is the key to conversion rate optimization:

1. Communicate your value proposition
2. Reduce friction
3. Increase urgency

1. Communicate your value proposition

Ultimately, customers make purchases online because they see the value of the item they’re purchasing. 

The value customers see in a product could be: 

• Practical: “This vacuum is designed to pick up dog hair, which is a problem I have.” 
• Economic: ”This vacuum is 20% cheaper than the alternatives I found.”
• Emotional/Personal: ”Buying this vacuum will make me feel like a smart homeowner.” 

Your job is to understand what value your customers see in your products and communicate that value. Your website’s copy, images, video, and brand personality can communicate a value proposition.

2. Reduce friction

If a potential customer wants a product but doesn’t buy it, there’s likely something standing in their way—and it may be due to friction in the shopping experience itself. Any part of the customer’s experience on your shop’s website that creates hesitation is called friction. 

Some of the main causes of ecommerce shopping friction are:

• Poor checkout experience. This can be caused by a lack of payment options or by unnecessary form fields.
• Unclear product/shipping information. For example, not clearly displaying how big a product is.
• Lack of clarity around which product is the best fit. This is common in stores with lots of product variants.
• Bugs or poor branding. This hurts the customer’s trust.
• Slow landing page site speed. This makes the customer impatient and can derail their experience, especially on mobile.

To diagnose friction issues on your site, start by looking at page-level conversion rates. If some pages drive conversions better than others, there may be issues on specific pages, rather than your site as a whole.

3. Increase urgency

Sometimes, customers are interested in purchasing; they just aren’t sure if they want to purchase at the moment or come back later. This is a particularly common issue if there are also value proposition or friction issues.

Stores can work to overcome this by establishing a sense of urgency on the website. If customers have a logical reason to purchase that day instead of later, the website’s conversion rate will be higher.

Some of the common ways to increase urgency are:

• Time-sensitive sales
• Informing customers when product stock is low
• Seasonal/limited product drops
• Education about shipping cutoffs—for example, letting customers know that if they want a product by Christmas Eve, they need to order 14 days before

Of course, if your store creates fake urgency, such as saying products are low in stock all the time, you will lose your customers’ trust. Ultimately, that would damage your conversion rate. So it’s important to apply urgency both ethically and strategically.

3 tools and software for tracking conversion rates

1. Shopify Analytics

A great tool for ecommerce brands is Shopify Analytics. The conversion tracking tool gives you insight into customers’ previous visits and behavior leading up to a purchase. 

You can see an overview of the customer’s:

• Total number of orders from your store
• Total visits to your store in the past 30 days
• Origin of their first visit to your store
• Total number of visits they’ve made to your store

Within the conversion details, you can see information about a customer’s visit, including:

Session-referral

Provides an overview of where the customer was referred from, the landing page, visit date and time, and any referral code. 

App details

If an order was referred from an app, you’ll see it here. 

UTM parameters

A UTM parameter is a tag at the end of a URL that you can give to your customers (like https://www.yourstorename.com/?utm_source=campaign). 

When a customer clicks the link, Google Analytics sends the tags back to it so they can track and report.

2. Google Analytics

An essential tool for conversion rate tracking is Google Analytics. This free website analytics platform gives you a ton of information about your visitors’ behavior, acquisition, and profitability. 

Google Analytics can track conversion behaviors like:

• Transactions 
• Revenue 
• Products purchased

With enhanced ecommerce tracking, you can track more granular information, such as:

• Product clicks
• Product page views
• Add to cart 
• Checkout steps
• Shopping behavior analysis 
• Refund tracking

3. Improvely 

For a useful paid tool for tracking performance across all marketing campaigns (e.g., social media, PPC, organic search), Improvely is a popular option.

Improvely also helps you run A/B tests on your landing pages and campaigns, build custom funnel reports, and detect click fraud as it happens. Pricing starts at $29 per month. 

👉 Get the Improvely Shopify App today

Understanding conversion rate metrics in different industries

Every industry, whether it’s food and beverage or electronics, has its own standard conversion rate benchmark. 

A recent study from Ruler Analytics found the average conversion rate by industry were as follows:

• Agency: 2.3%
• Auto: 3.7%
• B2B ecommerce: 1.8%
• B2B services: 2.7%
• B2B tech: 2.3%
• B2C: 2.1%
• Dental & cosmetic: 3.1%
• Finance: 3.1%
• Health care: 3.0%
• Industrial: 4.0%
• Legal: 3.4%
• Professional services: 4.6%
• Real estate: 2.4%
• Travel: 2.4%

If Shopify is of interest and you'd like more information, please do make contact or take a look in more detail here.

Credit: Original article published here.

Our view at Stack - Shopify has just about everything you need if you're looking to sell online. It excels with unlimited products, user-friendly setup, and 24/7 support. It offers 6,000+ app integrations, abandoned cart recovery, and shipping discounts up to 88%. Plus, it allows selling both online and in-person, scaling as your business grows.

If you market your company through Instagram, then Instagram analytics tools like Instagram insights are essential.

Learn how you can use Instagram insights to improve your business’s social media marketing strategy and increase sales

What are Instagram insights?

Instagram insights are key metrics available to users with an Instagram business account. 

From individual post performance to audience demographics, insights are available for data produced within the past 90 days. They can help you understand your audience and the Instagram algorithm. 

How to access Instagram insights

Instagram analytics tools are straightforward to use from your Instagram business profile. 

From your profile page in the Instagram mobile app, tap “Professional dashboard” near the top of the page, then tap “Account insights.” 

Alternatively, tap the menu button in the top right-hand corner, then hit “View insights.” Once you’ve accessed the Insights overview page, you can scroll through a variety of profile activity metrics, including content interactions, link clicks, content reach, and more.

Tip: If you can’t access insights, your profile may be set to the default personal account. 

To make it a business account, tap the menu button in the top right corner of your profile page, then tap “Settings and Privacy.” From there, tap “Accounts Center,” then choose “Account type and tools.” At the bottom of the screen, select “Switch to a professional account.” 

Next, navigate the prompts to choose a category that describes your business. When asked if you are a business or a content creator, be sure to tap “Business.” Next, enter your company’s contact information and decide whether to link to your Facebook page.

Important Instagram insights to track

Insights provide the following information:

Accounts reached 

Accounts reached is the number of unique accounts that have seen your content at least once in a specified period of up to 90 days. It also displays demographic information, including country, city, age, and gender, so you can see if your posts are reaching enough of the right people. Use this data to refine your content approach. For example, comparing accounts reached to follower growth and engagement rates shows if you’re converting views into meaningful interactions and long-term followers. If you’ve reached many accounts but your follow count stayed the same, there might be a disconnect with the content you’re posting. 

Profile activity 

Profile activity shows how users interact with your entire profile. View the number of profile visits, website clicks, and email or call button taps to see where your audience engages, gauge interest in overall brand presence, and determine the effectiveness of your bio and call-to-action (CTA) buttons. 

This information will help you optimize profile elements such as bio content, link placement, and contact options. 

You can see Profile activity in the Accounts reached tab. 

Accounts engaged

Accounts engaged is the number of unique accounts that have interacted with your content. This view also includes demographic information for the accounts you’ve engaged, including top countries and cities, age ranges, and gender breakdowns.

With Accounts engaged, you can determine if your content inspires action. See which types of posts resonate with your audience and use this information to fuel your content strategies. 

Total followers

Total followers shows how your follower count has increased or decreased over a specific period. (Note, you need more than 100 followers for this feature to work). It also displays your account followers’ age range and the times of day they are most active—a key point that can help you know when to schedule your posts for optimal impact.

Content you’ve shared

Insights give you the power to dive into the stats for specific Instagram posts. These post performance metrics include impressions, likes, comments, shares, saves, profile and website visits, and discovery, which shows how many non-follower accounts your post reached.

This helps you see what kind of content your audience enjoys so you can create more of it. 

Engagement rate per post

The engagement rate per post displays how well individual pieces of content resonate with your audience. This metric calculates the percentage of engaged users (those who like, comment, save, or share) relative to the total number of accounts that saw that post. 

With this metric, you get a quick picture of which content types, themes, or formats generate the most engagement. Use this information to experiment with post elements, like captions, visuals, or CTAs, and to measure their impact on engagement. 

Top-performing posts and content types

Sorting by content type shows which formats—e.g. photos, carousels, videos, or Reels—generate the best metrics. By analyzing top performers, you can spot common themes, styles, or topics your audience likes. 

Use these insights to inform decisions about what visuals to include, what topics to cover, and which content types to prioritize. 

Audience demographics

Followers insights provide a clear idea of who your followers are and where they’re geographically based. This data typically includes age ranges, gender distribution, and top cities or countries. 

Track these metrics to understand your target audience’s characteristics and create content that speaks directly to their interests and needs. Use location information to adjust posting times to audience time zones, or to develop location-specific campaigns. 

Understanding exactly who your audience is can also inform product development and overall marketing strategies. For example, if you notice a significant following from an unexpected location, you might consider localizing content or exploring opportunities in that market. 

How to use Instagram insights

Here’s how you can use Instagram insights to level up your Instagram game. 

1. Use metrics to inform what and when to post

Insights show which of your posts garner the most engagement. This can help you determine what type of content (video content, product photos, infographics, how-to carousels, etc.) to post. Follower activity can also inform the best time of day to post for maximum impressions and engagement.

2. Follow demographics to explore new markets

Insights can show if your followers come from a certain city, state, or country, data that can inform your Instagram marketing strategy in those locations and help you develop a closer relationship with your customers. Since Insights provides age and gender data, you can also learn which posts are broadly appealing and use that information to expand your target market.

3. Grow your follower base and push sales

Using Insights can help you discover what types of posts generate new followers, website clicks, and conversions. As you gain a better sense of what works and what doesn’t, Insights can help you make the case for adjusting your social media marketing strategy. 

If Shopify is of interest and you'd like more information, please do make contact or take a look in more detail here.

Credit: Original article published here.

Our view at Stack - Shopify has just about everything you need if you're looking to sell online. It excels with unlimited products, user-friendly setup, and 24/7 support. It offers 6,000+ app integrations, abandoned cart recovery, and shipping discounts up to 88%. Plus, it allows selling both online and in-person, scaling as your business grows.

Marketers know that personalization is effective. 

“The research supports that adding somebody’s first name into the subject line of an email significantly improves the likelihood that they will open that email [and] will engage with that email, and decreases the likelihood they will unsubscribe,” Neil Hoyne, chief strategist for data and measurement at Google, says in an episode of Shopify Masters. 

Of course, manually customizing your email subject lines for every single subscriber would be a full-time job. This is why many marketers use automation—it allows you to try marketing tactics you wouldn’t otherwise have time for, like personalizing your email subject lines. In this article, you’ll read real-life examples of how Shopify merchants use marketing automation software to grow their businesses and provide some best practices for incorporating automation into your marketing toolkit.

What is marketing automation? 

Marketing automation is the use of software to promote goods or services without manual intervention. Automation allows marketers to streamline repetitive tasks associated with executing a digital marketing strategy. (For example, personalized messaging that’s automatically sent to customers when they take certain actions, like signing up for a newsletter or putting something in their shopping cart.)

These messages are sent based on workflows, or sets of instructions, allowing businesses to deliver specific messages to customers when they do specific things. Workflows can be templated or built from scratch, and you can change them mid-campaign to optimize your results.

For example, say a prospective customer visits your website and signs up to receive a promo code to their email. That action might trigger a series of emails that starts with a welcome note and a discount code but continues for several weeks with content that educates them about your product. 

Types of marketing automation

With the right software or coding abilities, you can automate virtually any part of your digital marketing strategy. Here are a few of the most popular ways to use marketing automation tools:

Email marketing

Email marketing is one of the most popular uses of automation. It’s simple to implement and allows businesses to send personalized, timely messages rather than mass email blasts likely to end up in a junk folder.

Olive oil company Graza uses Klaviyo to automate its marketing emails and send tailored emails to small groups of customers who meet specific criteria. “I think we benefit from really direct communication,” Graza cofounder and CEO Andrew Benin says in a case study. “We have flows going out to just 200 or 300 customers.” Segmenting customers into groups this small (those numbers may not seem tiny, but the company is on track for gross sales of more than $48 million in 2024) would be incredibly time-consuming if done manually. 

For example, you might decide to run different email marketing campaigns for customers who purchase from your ecommerce store at different frequencies. You might send one version of a promotional email to customers who have only purchased from you once, send a different version to customers who have purchased from you multiple times in the past three months, and so on. Your automated flow might look something like this:

In addition to automatically sending emails to specific segments of customers when certain conditions are met, most email automation software also supports A/B testing, allowing you to test different versions of the same email and then automatically distributing the winning version.

Digital advertising

Digital advertising can be incredibly expensive, so it’s important for marketers to see return on investment. One strategy for ensuring efficient ad spend is automation. This usually involves automatically serving different ads to different types of customers, or testing different versions of the same ad and then automatically running the best one.

For example, bedding company Cozy Earth uses Meta to run automated Facebook ads. According to a case study, Cozy Earth used machine learning to test more than 150 different advertising combinations, then select and display the best ones.

Customer relationship management 

Customer relationship management (CRM) software collects and stores customers’ data to improve customer interactions. Most CRMs offer several types of automation, from automatic lead scoring (predicting how likely a contact is to make a purchase) to customer segmentation (grouping contacts based on shared characteristics). CRMs can also automate tasks like sending emails and dialing phone numbers. 

CRM software is most popular with B2B marketers, but it can be useful for any business with a large customer database.

For example, Roland Corporation, which makes synthesizers, used ActiveCampaign’s CRM software to automate customer behavior tracking and personalized messaging, according to a case study. “For any potential customer who comes into a store and chats with our product specialists, they can get entered, with permission of course, into sales’ pipelines, so they can have a more one-to-one experience with our specialists to guide them through the buying or learning journey,” Roland global CRM manager Paul Smith says in the case study. “Then we also have some automations based on what stage each customer is in within the sales journey. It automates tasks like callbacks and follow-up emails so they go directly to the customers.”

Checkout upsells

When protein-bar company Aloha decided to venture back into direct-to-consumer sales after a break, during which it focused on its retail partners, profitability was key. So the Aloha marketing team used automation to increase average order value. “We started doing things like upselling people at the very end as they got to the checkout,” Aloha CEO Brad Charron says on an episode of Shopify Masters.

There are a variety of apps that can integrate with your Shopify store to automatically upsell or cross-sell at checkout, including ReConvert, which includes options to personalize offers based on customer characteristics, as well as time-sensitive upsells that appear after checkout, on the thank you page. 

Customer experience

Traditionally, marketing and customer service were seen as two separate entities. Marketing automation meant scheduling emails and blog posts, while customer service automation involved chatbots that provided canned answers to frequently asked questions. 

Today, businesses want to give their customers a more seamless customer experience (CX), and on-site chat is becoming an important marketing channel. “The connection between CX and marketing is often the farthest apart in any ecommerce company, and that’s such a disservice to both sides—we are both working towards the same goals, and have so much to learn and share,” Grace Choi, former CX manager at DTC bidet company TUSHY, says in a case study for Gorgias, its customer chat software.

Grace used Gorgias to serve marketing campaigns within TUSHY’s customer chat interface rather than a standard pop-up window. For example, TUSHY’s welcome campaign automatically provides an in-chat discount code for new visitors who seem like they’re about to leave the site. But the campaign only runs during business hours, so that the chatbot can seamlessly transfer the conversation to a CX agent should any questions arise.

Best practices for marketing automation

The best way to implement marketing automation is by being clear on your business goals and then finding the right marketing automation solution to implement your strategy. 

Doing so allows your business to create highly relevant content, nurture prospects, and create brand loyalty. Here are some best practices to consider implementing in your small business:

Set specific and measurable goals

Automation should support your marketing strategy—not the other way around. Before you invest in automation, you should decide which channels and tactics you want to focus on. Then, you can figure out how automation can best support your goals.

One of the benefits of automation software is that it creates reports: It doesn’t just send out an email, it lets you know how many people opened it. But all that data is useless without a clear plan. In a 2023 Salesforce report, business leaders cited overwhelming data volumes as one of the biggest barriers to using data effectively, second only to security threats.

“Oftentimes when we’re capturing data, when we’re trying to understand customers, we don’t do it with an intention of what we’re going to do with that data,” Neil Hoyne, chief strategist for data and measurement at Google, says in an episode of Shopify Masters. For example, email open rate means almost nothing in a vacuum. 

But if customers who open your emails tend to have a high average order value, it might be worth looking into whether increasing your open rate can bump up sales. Now, you have a reason to use email automation: You want to test a variety of email marketing tactics to see if you can increase your open rate, and automation will make this process smoother and faster, as well as provide the open rate data you need to validate your hypothesis. 

“Don’t collect information just for the sake of collecting it,” Neil says. “Think about how you might use it to personalize your emails [or] their experiences, or deliver better value to them.”

Map the customer journey

Every automation workflow starts with a trigger—for example, signing up for a mailing list, abandoning a cart, or viewing a product description page a certain number of times. The customer action triggers the software to automatically serve a specific marketing campaign, maybe an email with a discount code or a particular cross-selling suggestion at checkout.

If your trigger selection is off, it doesn’t matter how great your marketing campaign is, because it won’t be relevant to your customer. Mapping your customer journey—visualizing how real customers interact with your business—will give you a much better sense of what customers need based on the actions they take. Then, you can pair the right triggers with the right campaigns.

Monitor your results and adjust your strategy

After you’ve implemented your marketing automation strategy, it’s important to monitor your results. This will help you determine whether your strategy is effective and whether you need to make any adjustments.

There are a few key metrics you can track, including:

• Lead conversion rate. The percentage of leads who convert into customers.

• Cost per lead. The amount of money you spend to generate each lead.

• Lead quality. The number of leads who convert into customers divided by the total number of leads.

Monitoring these metrics will give you a good idea of how effective your marketing automation strategy is. If you’re not seeing the results you want, make adjustments to your strategy until you find a combination that works.

If Shopify is of interest and you'd like more information, please do make contact or take a look in more detail here.

Credit: Original article published here.

Our view at Stack - Shopify has just about everything you need if you're looking to sell online. It excels with unlimited products, user-friendly setup, and 24/7 support. It offers 6,000+ app integrations, abandoned cart recovery, and shipping discounts up to 88%. Plus, it allows selling both online and in-person, scaling as your business grows.

In 2013, Shizu Okusa left her prestigious job at Goldman Sachs to embark on an entrepreneurial journey that would transform her life and the wellness industry. Her first venture, Jrink, a hand-delivered fresh-pressed juice company, taught her valuable lessons about business sustainability and personal fulfillment. Eventually feeling burned out, she sold Jrink in 2019 to launch Apothékary, a company creating herbal remedies with healing modalities.

Shizu’s experience with both brands led her to a crucial realization: To truly love and sustain a business, every decision must be scalable and must align with personal values. 

Here are three key elements that Shizu recommends founders implement from the start to ensure sustainable revenue growth.

1. Maintaining high profit margins

Shizu’s top advice is to keep profit margins as high as possible. By keeping production costs low while maintaining product quality, brands can create room for growth investments.

“When you have margins of 50%, [like I did at Jrink], you can’t really afford much, and if you have spoilage on top of that for fresh juices, it eats away at the money,” Shizu explains. With Jrink, there wasn’t enough cash to spend on creative agencies, media buying, or large marketing campaigns.

Shizu strategically designed Apothékary’s product line with this learning in mind. “With Apothékary, I’ve reverse-engineered the margins, so the shelf life is three years, instead of three days,” she says. This approach has given the company more financial flexibility for growth initiatives.

2. Investing in creative expertise

A pivotal factor in Apothékary’s growth was hiring a creative agency for rebranding. This decision helped Shizu distill complex science and history into appealing graphics, design, and packaging. The current Apothékary website is the third iteration, reflecting the brand’s evolution.

“We couldn’t keep focusing on this niche little market of woo-woo witchy kind of herbal lovers,” Shizu says of recognizing the need to expand beyond the brand’s initial small market. “We needed to think bigger, we needed to think broader.”

This strategic rebranding was crucial for the company’s success and growth. “I don’t know if the business would have survived if we never did the rebrand,” Shizu says. “I don’t think it would have died necessarily in a year or two years, but I don’t think you would have seen strong enough leading indicators that I could raise money on or continue to grow the business.”

Today, Apothékary’s brand presence is cohesive and streamlined across all touchpoints, from its website to email newsletters to social media posts.

3. Prioritizing research and development

Shizu emphasizes the importance of continuous improvement and investment in product development. “We’re investing a lot more in clinical studies, a lot more in R&D [research and development], and the product formats for two years out,” she says. This forward-thinking approach, she believes, will strengthen Apothékary’s competitive advantage in the long run.

Shizu also recognizes the value of personal growth alongside business development. She’s worked with three coaches throughout her entrepreneurial journey, acknowledging that “the entrepreneurship journey is a very spiritual journey. It unlocks so many questions that you have to confront about yourself.”

By following Shizu’s advice on maintaining high profit margins, investing in creative expertise, and prioritizing R&D, entrepreneurs can build more sustainable and scalable businesses. Listen to Shizu’s full story, and gain more tactical tips on business growth on the Shopify Masters podcast.

If Shopify is of interest and you'd like more information, please do make contact or take a look in more detail here.

Credit: Original article published here.

Our view at Stack - Shopify has just about everything you need if you're looking to sell online. It excels with unlimited products, user-friendly setup, and 24/7 support. It offers 6,000+ app integrations, abandoned cart recovery, and shipping discounts up to 88%. Plus, it allows selling both online and in-person, scaling as your business grows.

If Shopify is of interest and you'd like more information, please do make contact or take a look in more detail here.

Credit: Original article published here.

Our view at Stack - Shopify has just about everything you need if you're looking to sell online. It excels with unlimited products, user-friendly setup, and 24/7 support. It offers 6,000+ app integrations, abandoned cart recovery, and shipping discounts up to 88%. Plus, it allows selling both online and in-person, scaling as your business grows.

Conversion rate optimization (CRO) turns your website’s visitors into customers or leads.

Instead of spending your precious time and money attracting new traffic, boosting your conversion rate will produce more value from your existing users.

This guide explains CRO in simple terms, shows you how to calculate your conversion rate, and gives you some basic conversion optimization tasks to start with.

What is conversion rate optimization?

Conversion rate optimization (CRO) is a marketing strategy that aims to increase the percentage of an audience that performs a specified action, known as a conversion.

A conversion could mean making a purchase, signing up for a newsletter, or simply clicking on a link. You might pursue several types of conversion within a single website or marketing campaign. For example, a social media ad conversion could be defined as a click-through to your website, while a conversion for your product page could be defined as a user adding a product to their cart.

To implement CRO, you first need to calculate your website’s current conversion rate. Then, you’ll need to test your new solution against the existing content. To do this, marketers use multivariate, split, and A/B testing—more on those later.

But let’s back up for a second. How do you decide which type of conversion to improve, and how do you know when you’ve successfully optimized your content?

How to calculate your conversion rate

You can calculate your site’s conversion rate by dividing your total number of conversions by the total number of users who interacted with your website, webpage, or piece of content within a defined period of time. Multiply the result by 100 to generate a percentage.

Conversion rate = (total number of conversions / total number of visitors) x 100

Say your store received 50 sales and hosted 1,000 visitors last month. The sales conversion rate for your store would be 50 divided by 1,000 (.05), multiplied by 100, which equals 5%.

To calculate an accurate, useful ecommerce conversion rate, be specific about the data you collect. Does an online order count as a conversion, or must the sale be shipped and completed? Are you counting sessions or unique visitors?

What is the average conversion rate?

Constant testing and tweaking are required to increase conversions for an online store. To test effectively, you need to set benchmarks for what counts as a job done well.

As you get deeper into conversion rate optimization, you can set your own benchmarks and targets based on historical content performance. But to begin with, it helps to know the average conversion rates for websites similar to yours.

If you run an ecommerce website, the average ecommerce conversion rate for orders is often said to be between 2.5% and 3%.

Either way, if you calculate your conversion rate and find that it’s above 3%, you can count yourself among the very best-converting online stores.

👀 Many CRO case studies prove that small tweaks can have a big impact on conversion rates.

Where to start with CRO

Here are three key areas of your website where you can start implementing CRO to enhance user experience and boost conversions:

1. Product pages

The backbone of any ecommerce website, product pages can greatly benefit from CRO. Test the effects of optimizing your product images, descriptions, and brand voice.

Product photography

When your customers can’t physically interact with your shop, the media you use to represent your products becomes a key conversion factor. Make sure your product photography is high-resolution and showcases each item’s most popular features.

If you can, include a 360-degree view, demonstration video, or 3D model to give visitors a full visual experience.

Product descriptions

Like the media you create, descriptions represent one of a limited number of touchpoints between ecommerce shoppers and products. While it might be tempting to write a long love letter about each of your store’s items, high-converting product descriptions balance detail with brevity.

Descriptions that lack information about construction, fit, use, or unique selling points may fail to give customers the confidence to add a product to their cart. Too much information, and shoppers may skip reading your description entirely.

Provide clear, concise descriptions that highlight both product features and benefits. Break up longer sections of text with bullet points and images to enhance scrollability.

Brand voice

Conversion rates aren’t only affected by the product information you choose to convey—the way you convey that information also matters. This is known as your brand voice.

Your brand’s voice should resonate with your target audience. A familiar, relatable tone builds trust between ecommerce businesses and their consumers.

If you don’t have an existing brand reputation, think more widely about “voice” as the overall impression your content makes. 

Here are a few examples of how you can develop your brand’s voice and reputation:

• Convey social proof through customer testimonials, product reviews, and seals of approval from other trusted brands
• Offer a return policy that allows customers to try out and return their purchases with few stipulations
• Create authentic product videos that showcase your product at work in its natural habitat 

2. Blog posts

Your blog posts, especially those that are search engine optimized and attracting readers, offer another opportunity to add conversions. Focus on a post’s calls to action and lead generation.

Call to action 

A call to action (CTA) is an instruction to your audience about what to do next. Usually, a CTA is shared in the form of a button or link to the next stage of your sales funnel.

Successful CTAs for blog posts are relevant to the topic of the article. They also may nudge a reader to consider a product or product category, rather than ask them to make a specific purchase.

A/B testing (see below) can help you identify where to place CTAs within your blog posts, and which words and phrases most effectively attract clicks.

Lead generation

Use your blog posts to ask readers if they’d like to be sent extra content, such as a downloadable PDF, checklist, or curated selection or articles. Lead generation content tactics like these are a common way to convert a prospect into a sales lead by capturing their email address—as well as their attention.

3. Landing page

Landing pages are designed to convert visitors into leads or customers. Since a landing page is often a visitor’s first impression of your site, landing page optimization is key. You want to make that first impression count by refining your landing page information hierarchy through iterative testing.

Information hierarchy

Organize your landing page content based on its importance to readers. The most critical information, like your value proposition and call to action, should sit at the top of the page. Worthwhile but less necessary details, like testimonials or additional product information, can be placed further down the landing page.

Iterative testing

Continuously test the type, design, and placement of content on your most-visited landing page. By paying attention to website visitors’ behavior and adjusting the structure of your page accordingly, you can often achieve conversion optimization without changing the substance of your content. 

10 CRO strategies to increase your conversion rate

Optimizing your online store is a continuous back and forth. You should always be learning more about your audience, then looking for ways to act on what you’ve learned to serve them better.

Here are 10 conversion tips to consider during that process. Each tip focuses on improving a specific part of your website. Combined, they make up a comprehensive CRO strategy.

1. Use Shopify Checkout

For online stores, the checkout page is where conversions happen. That makes it one of the most important parts of an ecommerce website.

You can lead shoppers through your conversion funnel with convenient CTAs, persuade them with product descriptions, and remove friction with seamless website design. But if your prospective buyer struggles to complete their purchase, there’s a good chance they will abandon their cart.

Abandoned carts aren’t the exception in ecommerce: As many as 85% of your mobile shoppers will leave your site without checking out. The key to lowering that abandoned cart rate is to ensure a smooth checkout process when your visitors decide they are ready to buy.

The best-converting checkout on the internet is Shopify checkout. It lets you build a one-click checkout that’s customized for your brand. 

With Shopify checkout, you can:

• Personalize the look of your checkout to match your website.
• Accept multiple payment methods, including credit cards, gift cards, and pay by installment options.
• Add conversion optimization features such as customer accounts, loyalty programs, and personalized upselling.
• Autofill customer information fields (faster checkouts equal higher conversions).
• Add Shop Pay to offer accelerated checkout for more than 100 million users.

2. Simplify CTAs

One way to reduce the complexity of your CTAs is to spread information across text and images. In the above example, Province of Canada promotes its flagship product through two hero images that occupy the entire first scroll-depth of the homepage. Alongside that hero imagery, simple CTAs and minimal accompanying copy nudge visitors to shop the collection’s new stock and colorways. 

If you’re not sure what to feature as your main hero image, it’s best to go with your bestselling or most profitable products—or trending items like new arrivals or current promotions.

3. Run A/B tests

Examples of A/B test subjects include buttons, banners, backgrounds, and email subject lines. Variants can consist of entirely new content or more subtle tweaks, such as a different font color or increased page contrast.

Ecommerce agency Fuel Made used A/B testing to increase conversion rates for men’s grooming brand Live Bearded. By testing several designs for a slide-out shopping cart, they found that a variant with extra “iconography and trust-building information” improved conversions by 18% above the baseline—demonstrating the power of small, targeted changes.

Before you conduct an A/B test (or any CRO test), make sure your website receives enough traffic to generate statistically significant results. If your sample size is too small, your results may not accurately reflect how a larger population will use your site.

4. Add pop-ups

A pop-up is a box or bubble that appears in front of a web page after it has loaded. They are commonly used to highlight information that most consumers would like to know about promptly, such as an available coupon code or giveaway opportunity. Pop-ups may also confirm actions visitors have taken, like when they make a purchase or sign up for a newsletter.

Pop-ups increase a website’s conversion rate by demanding a user’s attention. They can respond to a particular behavior, such as when a user shows exit intent by moving their cursor toward the top of the screen, or by creating a sense of urgency.

Some studies have shown that well-designed pop-ups placed at the right point in the user journey have an average conversion rate of more than 9%.

They’re also an opportunity to collect leads by offering content or discounts in return for a customers’ contact information. A few seconds after entering Our Place’s homepage, for example, visitors are served a pop-up promoting a free giveaway.

Try using an app like Privy or Powr to add a homepage pop-up that offers a discount code in exchange for the visitor’s email address.

5. Use a hello bar

Hello bars, also known as welcome bars, work a lot like pop-ups. However, whereas pop-ups can be dismissed with or without taking an action, hello bars are static on a page and cannot be dismissed by visitors.

Lots of websites use hello bars to grab visitors’ attention and quickly give them useful info. For example, you could use a hello bar to let people know about current or upcoming sales, share discount codes, or tell them about special deals. Because a hello bar appears at the top of the page as soon as someone gets to your site, it’s a fast way to communicate information and can improve your conversion rate.

For example, take another look at the Our Place homepage: It has a welcome bar that tells visitors about a discount and free shipping deal.

You can make your own non-intrusive hello bar with an app like Zotabox.

6. Share social proof

Social proof is all about encouraging people to follow the crowd. It’s a powerful tool for conversion rate optimization, making an action more appealing by showing that other people have already taken it.

If your products have been used by influencers or highlighted in known publications, display evidence of these mentions on your site. Positive reviews from previous customers are another form of social proof that can be as meaningful to potential buyers as a trusted recommendation from a friend. In fact, getting product reviews can increase conversions by anywhere from 3% to 37%, depending on how many reviews a product has received.

Shopify store owners can use apps like Yotpo to embed customer reviews into product pages. Other social proof apps like Fomo create a notification in the corner of visitors’ screens, showcasing real-time purchases. The idea here is to incite a sense of urgency while also providing social proof that other people are also interested in a product. 

Social proof can be especially helpful for businesses in the beauty and skin care industry. Beardbrand, for instance, makes sure customer star ratings are featured prominently on all of its product pages.

7. Make search bars smart

Visitors who enter your site from a social media ad or search engine query may not arrive with a specific product in mind. For them and others, your navigation bar is an opportunity to convert casual browsers into interested leads.

If your store has a large amount of products, you might want to consider featuring your search bar prominently on your homepage. This search bar gives users the opportunity to head directly where they want to shop, rather than digging through categories.

Apps like Searchanise add predictive results functionality, to help your customers find what they’re looking for more quickly. Intelligent search functions suggest results and products as users are typing, while taking into account things like spelling errors and alternate product names.

Fitness clothing brand Alo uses a smart search bar to help its customers find exactly what they’re looking for. After entering a few letters, the search bar begins suggesting categories, products, and related results—which is also an effective way to upsell and cross-sell.

8. Use heat maps

Heat maps are a popular CRO tactic for ecommerce brands because they take behavioral data and turn it into a simple visualization.

Spots of engagement on your website are highlighted by warm shades, while cool areas expose inactive sections. If an area on the heatmap is warm, it represents a potential location for conversion content, such as a CTA.

Apps like Lucky Orange let you study engagement patterns across your website, including dynamic elements like pop-ups, drop-downs, and forms. Many heat map applications come with supplementary conversion rate optimization tools. 

Heat map apps include features such as:

• A screen recorder to watch how visitors navigate and interact with your website
• Live view to see visitor activity in real time and even start a live chat with a visitor
• Segmentation to analyze heat map data by traffic source, device type, browser, etc.

9. Send abandoned cart emails

With abandoned carts a regular occurrence, finding ways to reach and convert dormant cart owners is a tried and true CRO strategy.

Many abandoned carts are associated with email addresses, which makes abandoned cart email campaigns a popular option. In your emails, remind customers of the items they left behind and consider offering a discount or free shipping code to incentivize them to complete their purchase.

Don’t forget about the email subject line. It’s the first thing your customer sees and can significantly impact open rates. Make it unusual but relevant—and consider implementing A/B testing.

10. Make your site fast and mobile responsive

With more than 58% of global web traffic coming from smartphones and tablets, a mobile-friendly website isn’t just a nice-to-have, it’s a must.

Every Shopify theme is automatically optimized for display on any device, but there are additional steps you can take to enhance your mobile visitors’ experience. Try simplifying your site navigation, making buttons larger and easier to press, and reducing the amount of text on each page to avoid overwhelming small screens.

To check your website’s responsiveness, use Google’s Lighthouse, an automated tool for improving web page quality.

Just like unresponsive sites, a slow website can drive people away, increasing your bounce rate. Faster websites not only provide a better user experience, but can improve search engine rankings. Page speed is regularly cited as one of the factors Google uses when sorting sites.

You can check your website’s load time with another Google tool, PageSpeed Insights. This free tool provides a detailed report on your website’s loading speed, including a description of issues that are slowing things down.

Optimizing your site load times can be a complex task, but there are a few key things to remember. For ecommerce sites with lots of media, image file sizes can significantly impact loading speeds.

Consider compressing every image you upload using a tool like ImageOptim. This strips away unnecessary data without affecting image resolution, helping to improve your site’s speed and, hopefully, conversion rate.

💡 Read more conversion rate optimization strategies: How to Find and Plug the Leaks in Your Conversion Funnel.

Top CRO tools

Here are some of the top Shopify apps for improving website conversion rates:

• Privy: Increase conversions through pop-ups, email, and SMS marketing. 
• Smile: Boost customer loyalty with referrals and VIP programs.
• Blyp: Find hidden conversion opportunities through AI-powered tracking. 
• Firepush: Remarket for cart recovery and multichannel campaigns.
• Yotpo Product Reviews: Collect and display social proof such as ratings and reviews. 
• Hotjar: Understand user behavior through heat maps, session recordings, surveys, and feedback widgets.

If you don’t want to manage CRO on your own, you can hire a Shopify expert to do it for you. Conversion rate experts and agencies are ready and waiting to help.

CRO best practices

1. Utilize A/B testing to refine your website

Also known as split testing, A/B testing is a form of conversion rate experimentation. It involves comparing two versions of the same content to see which produces better results.

The goal of A/B testing is to validate a variant of your page content—perhaps its information hierarchy or call to action. The old and new variants are shown to similar sets of visitors at the same time. The version with the higher average conversion rate is declared winner and served to your entire audience.

Remember that A/B testing can be implemented for all kinds of conversions, not just sales. As long as you have a hypothesis for how to improve your content, at least one variant to test, and a segment of your audience to test the variant on, you can split test just about anything.

2. Focus on user experience (UX) design

If visitors can’t find the products they want, or browse your catalog comfortably, they’ll bounce from your site. An intuitive user experience design, both on mobile and desktop, keeps visitors on your website longer and improves conversions. 

Shopify websites are built with CRO in mind. Each Shopify Theme has built-in features to support better UX, like easy site navigation, responsive design, and customizable CTAs. The checkout process is incredibly easy with Shopify Checkout, which helps visitors set up their shipping preferences and pay for purchases. 

3. Implement clear and compelling CTAs

It takes just 50 milliseconds for a website’s visitor to form their first impression. So simplicity and directness are the name of the game.

Because you can’t count on our visitors’ time or patience, phrase your desired action as simply as possible and place it in a page’s highest-converting position. For homepage designs, that means putting your call to action above the fold.

4. Leverage behavioral analytics for deeper insights

Behavioral analytics means tracking and analyzing user’s interactions with your website. The goal is to understand what makes them click, bounce, and buy. 

With this behavioral data, you can better understand how to:

• Market your products online
• Upsell your target audience
• Create product bundles and promos
• Increase your average order total

Using Shopify Analytics, you can understand what people do on your site by looking at your Behavior reports. Use the data in these reports to understand how to arrange your store so people buy more.

For example, if you have a search bar, you can see what people search for in your Top online store searches report. Then, you can adjust your product titles and descriptions so customers can find what they are looking for, faster. 

5. Optimize page load speeds

Almost 70% of consumers say slow-loading websites influence their willingness to purchase from an online retailer. Therefore, it’s essential to strike a balance between creating beautiful and effective digital experiences.

These findings are supported by a study by Portent, which found that websites loading within one second convert 2.5 times higher than those loading within five seconds.

Optimizing your page load speeds starts with your ecommerce platform. For example, Shopify has the fastest server speed in ecommerce, being up to 2.8 times faster than other platforms on average. With Shopify, your customers get a quick load time and a better user experience, which leads to more sales.

CRO examples

Kotn

With Shop Pay, mobile shoppers can check out faster than ever before. Shopify reports that merchants, like Kotn, using Shop Pay checkouts have a 1.91 times higher mobile checkout-to-order rate than those utilizing regular checkouts.

“The majority of our customers today are discovering new products on the go on their mobile devices, and if they have to fill out a form, we’ve lost them,” says Benjamin Sehl, co-founder of Kotn. “Enabling Shop Pay in our checkout has really made the most painful point of the customer experience delightful, and since it’s tied into the million-merchant ecosystem, even new customers can check out in one click.”

Pullup & Dip

A Bavarian company specializing in high-quality training equipment, Pullup & Dip faced major challenges with their previous ecommerce platform, Shopware. Complex usability, separate hosting, and checkout issues were hindering their CRO efforts.

The brand’s migration to Shopify Plus resulted in significant changes. Shopify Plus’s seamless integration capabilities, modern designs, and enhanced usability led to a 348% increase in conversion rates and a 48% increase in sales. The platform also offered flexibility to make quick tweaks, an improved checkout process with Shopify Payments, and a secure, scalable solution.

💡Read how Pullup & Dip increased conversion rate by 349% after migrating from Shopware to Shopify Plus

Filtrous

David Yadzi started Filtrous in his garage, selling laboratory syringe filters, and grew it into a multimillion-dollar global company over 10 years.

But they had one issue: Their outdated ecommerce platform, BigCommerce, lacked the flexibility it needed to create a seamless B2B buying experience. Customers were finding the website hard to navigate and would often contact customer support to place orders manually.

Transitioning to Shopify resolved these issues. With B2B on Shopify, Filtrous created a self-serve platform for wholesale buyers with faster checkout, streamlined order fulfillment, and automated back-office operations. These changes not only saved the customer service team 10 hours per week, but also boosted their organic conversion rate by 27%. 

💡Read How Filtrous boosted their conversion rate by 27% weeks after migrating to B2B on Shopify

CRO and SEO

CRO and search engine optimization (SEO) go hand-in-hand. Search engines like Google prioritize site speed and user experience, meaning poor CRO practices can affect your search engine ranking. 

In practice, when a search engine sends visitors to your website, they are betting that you provide them with the best experience possible. So, if they are shopping, your website needs to be easy to navigate and have a seamless checkout process.

As you build out your CRO strategy, consider the following with regard to SEO:

Integrate SEO fundamentals with conversion strategies

Any webpage you create will require keyword research. It helps you understand what terms potential customers are using.

Once you research the keywords to use, add them to your:

• URL structure
• Page title
• Meta description 
• Subheaders
• Image alt texts

Balance keyword optimization with user experience

Keyword optimization is an important part of SEO. It tells Google what your webpage is about so it can rank you accordingly in SERPs. 

Remember: Don’t overuse keywords, a practice known as “keyword stuffing.”

Some guidelines to avoid keyword stuffing:

• Make keywords fit naturally into the text without sounding forced.
• Give valuable information about your topic.
• Use synonyms for related terms. 
• Write for humans, not search engines. 

Focus on making high-quality content 

Good content is important anywhere on the web. It signals to search engines that you are credible, and it shows visitors you care about their time and browsing experience. 

Content can refer to anything on your website: a blog post, a landing page, a video on your homepage, or a social media embed on your product page. Make sure you are publishing Informative and well-researched content, no matter what format it’s in. That way, when visitors are on your page, they feel engaged and valued, and will trust you more as a brand. 

Create a successful conversion rate optimization process today

Whether you’re a marketer or a business owner, you want people to click that CTA more than anything. That’s why every ecommerce marketing strategy needs to consider conversion rate optimization. 

The CRO experiments and strategies above are a great starting point—they should get more of your website visitors to act in the desired way. From there, it’s up to you to continually test, learn, and implement changes that will make your content more persuasive.

If Shopify is of interest and you'd like more information, please do make contact or take a look in more detail here.

Credit: Original article published here.

Our view at Stack - Shopify has just about everything you need if you're looking to sell online. It excels with unlimited products, user-friendly setup, and 24/7 support. It offers 6,000+ app integrations, abandoned cart recovery, and shipping discounts up to 88%. Plus, it allows selling both online and in-person, scaling as your business grows.

The annual retail frenzy of Black Friday and Cyber Monday (BFCM) is a prime opportunity for commerce businesses. In 2023, Shopify merchants reached an unprecedented milestone by generating a record $9.3 billion in sales during BFCM, underscoring the importance of preparing for the holiday season. The prospect of a massive surge in consumer spending is undeniably exciting, but the question remains: How do you capitalize on this peak season without being outpaced by demand?

As a large retailer, incorporating strategic financing into your BFCM strategy is crucial. If you’re looking to secure more working capital ahead of the holiday rush, traditional lending channels may come with burdensome processes and timelines. Alternatively, solutions like Shopify Capital offer more agile financing options. With offers up to $5 million and no equity stake, Shopify Capital provides tailored support for businesses preparing for key sales opportunities like BFCM.

Let’s explore how large merchants benefit from financing to prepare for BFCM and how Shopify Capital can help.

The untapped potential of BFCM for large retailers

Industry research consistently highlights the significant sales boost for businesses that are well prepared for BFCM. A Deloitte study revealed that a staggering 66% of holiday shoppers planned to shop during Thanksgiving week in 2023, a considerable increase from 49% in 2022. 

With holiday shoppers buying earlier, it’s even more important for retailers to be well-stocked and operationally ready to meet this surge in demand. Retail experts agree: Tom McGee, President and CEO of International Council of Shopping Center, reinforces this point, stating, “As consumers continue to hunt for the best deals and promotions, major shopping events like Black Friday and Cyber Monday remain important despite discounts extending throughout the holiday season. While economic factors may be changing some consumer behaviors, shoppers are still spending, and retailers can expect to benefit from a strong holiday season.” 

By leveraging financing solutions, large retailers can ensure they have the resources needed to capitalize on this prime shopping period.

How Shopify Capital can help

Shopify’s lending solutions—Shopify Capital Loans and Cash Advances—are tailored to fit your business needs. These finance tools are designed to equip you with flexible and accessible financing options, so you can navigate the complexities of expanding your business. 

• Shopify Capital Loans and Cash Advances is a financing solution specifically designed to provide businesses with a one-time injection of capital to help accelerate their growth and cover expenses. Unlike traditional loans, Shopify Capital removes the roadblocks often associated with securing capital, like credit checks or taking equity Whether you need to invest in inventory, ramp up marketing campaigns, or streamline operations, Shopify Capital provides the flexibility to use the funds as needed for your business.

Businesses have received $5.1 billion in financing through Shopify Capital. This data paints a clear picture: Shopify Capital is a powerful tool for business growth.

Here’s how Shopify’s lending solutions stand out as a financing solution for large retailers:

• Fast and hassle-free financing: If approved, your financing can be in your bank account within two business days, ready to use immediately. No more waiting for lengthy approvals or traditional loan processes.

• Focus on growth, not paperwork: With Shopify Capital, the application process is simplified, freeing you to focus on growing your business.

• Customized offers: Your business is unique, and your financing should be too. Shopify Capital tailors offers based on your specific sales performance, ensuring you receive the right amount of financing to achieve your goals.

• Competitive rates and transparency: Get competitive pricing with no surprise fees and the peace of mind that comes with knowing you’ll never be asked to relinquish your equity in your business.

• Seamless integration: Shopify Capital integrates seamlessly with your existing Shopify account. Access and manage your financing directly within your familiar platform, and eliminate the need for additional logins or integrations.

Beyond traditional loans: Financing options for large businesses from Shopify

While traditional bank loans have long been a cornerstone of business financing, large retailers are increasingly turning to alternative financing solutions to fuel their BFCM success. As Sean Reyes, Founder and CEO of Shock Surplus, highlights: “Banks wouldn’t lend us a dime because our average cash balance didn’t meet their metrics. They don’t care if you’re pouring all your profits and all your cash back into the business to grow it like we were. To them, that doesn’t matter at all.”

Banks wouldn’t lend us a dime because our average cash balance didn’t meet their metrics,” Sean says. “They don’t care if you’re pouring all your profits and all your cash back into the business to grow it like we were. To them, that doesn’t matter at all.

Even large retailers with proven track records seek additional financing to expand their business. Whether it’s purchasing more stock, expanding retail footprints, or launching new products, it all requires working capital. 

Compared with traditional lending options, Shopify Capital offers a faster, more flexible path to securing capital. These solutions are designed to be more adaptable to the unique needs of an established business, often relying on factors like your sales history and performance to determine eligibility. Finding financing that works for your business is the key to future growth.

Exploring the best financing fit for large businesses

While traditional bank loans hold a familiar place in the financial landscape, large corporations increasingly leverage a broader range of financing solutions to fuel their BFCM success. This strategic approach allows them to capitalize on peak season opportunities without sacrificing long-term growth objectives.

Here’s a breakdown of some key financing options available to large businesses, each offering distinct advantages and considerations:

1. Self-financing
2. Revenue-based financing
3. Lines of credit
4. Credit cards
5. Bank loans
6. Equity financing

1. Self-financing

• Pros: Utmost control over your finances and no debt obligations.
• Cons: Limits growth potential by hindering investment in areas like inventory or marketing. Large corporations with established cash reserves might consider self-financing for smaller, strategic initiatives.

2. Revenue-based financing

• Pros: Provides flexibility as repayments are tied to a percentage of your revenue, scaling up or down with your sales. Ideal for businesses experiencing consistent revenue growth.
• Cons: Interest rates can be higher compared to other options. May not be suitable for businesses with volatile sales patterns.

3. Lines of credit

• Pros: Offers readily available funds similar to a credit card, providing operational cash flow when needed. Useful for managing ongoing expenses or unexpected shortfalls.
• Cons: Interest rates tend to be on the higher side. Requires discipline to avoid overuse and potential debt accumulation.

4. Credit cards

• Pros: Convenient for small, immediate purchases with readily available funds.
• Cons: Typically carry the highest interest rates of all financing options. Not ideal for large financing needs due to the high cost of borrowing. Best suited for minor expenses.

5. Bank loans

• Pros: Provides a lump sum of capital for specific, large-scale projects. Offers predictable repayment terms with fixed interest rates.
• Cons: Lengthy application processes and stricter eligibility requirements compared to other options. May not be suitable for time-sensitive financing needs.

We needed funds to buy supplies to manufacture our products in time for the holiday rush, and we weren’t comfortable with a traditional bank loan. We needed a straightforward way to get funding without complications.

6. Equity financing

• Pros: Unlocks substantial financing for significant growth initiatives.
• Cons: Dilutes ownership and requires relinquishing some control over the business. Investors may have a say in strategic decision-making. This option should be carefully considered and explored only when the potential benefits outweigh the loss of control.

By carefully evaluating these financing options, large businesses can select the approach that best aligns with their specific goals and financial situation. Ultimately, the choice depends on the specific needs and circumstances of the business. 

As Ron Miskin, Co-owner of The Buffalo Wool Co., says, “We needed funds to buy supplies to manufacture our products in time for the holiday rush, and we weren’t comfortable with a traditional bank loan. We needed a straightforward way to get funding without complications.”

Keep in mind that the ideal financing solution should not only address your immediate BFCM needs, but also complement your long-term growth strategy.

What your large business can do with Shopify’s lending solutions

While long-term plans are crucial, short-term cash flow fluctuations or strategic initiatives can arise. With Shopify Capital Loans and Cash Advances, we have unique financial offerings that cater to these diverse needs. Here’s how large businesses can leverage Shopify’s lending solutions for strategic, short-term financing:

• Manage cash flow fluctuations: Large businesses can experience temporary dips in cash flow. Shopify Capital’s flexible repayment structure, based on a percentage of daily sales, helps bridge these gaps without disrupting long-term financial plans.
• Fund specific initiatives: Different departments or marketing campaigns may require immediate financing. Shopify Capital offers a fast and accessible way to secure capital for these targeted initiatives, eliminating the need for extensive paperwork.
• Optimize inventory management: Businesses with seasonal sales fluctuations can leverage Shopify Capital to purchase additional inventory in anticipation of peak periods. This optimizes sales opportunities and ensures they have the stock to meet customer demands.

• Testing new markets or products: Testing new markets or expanding product lines is especially difficult without a significant upfront investment. Investing and testing early enables businesses to gather valuable data and refine strategies before full-scale launches, minimizing risk and maximizing potential success.

• Technology upgrades: Staying ahead of the competition often comes down to the technology and software solutions your staff are working with. Use Shopify Capital to finance these upgrades, ensuring seamless integration without disrupting long-term financial plans.

• Supply chain optimization: Procurement is often a business’s biggest cost when it comes to improving inventory management. Utilize Shopify’s lending solutions to invest in predictive analytical tools, optimizing inventory levels and enhancing supplier relationships.

• Seasonal staffing: Businesses need ample staff available to meet the influx of shoppers over the holidays. Utilize capital financing to hire temporary workers, filling short-term staffing gaps without long-term commitments.

• Competitive pricing: It’s crucial to identify pricing trends through market research to stay competitive. Take advantage of Shopify’s lending solutions for funds to implement dynamic pricing strategies, offering discounts or promotions as needed to attract customers and adapt to market changes.

• Infrastructure improvements: Brick-and-mortar facilities such as warehouses or stores go a long way to improve efficiency and customer experience. By using Shopify Capital to invest in equipment upgrades, you’ll enhance production capabilities and meet growing demand.

• Risk management: Limiting potential risks and minimizing business disruptions comes down to a thoughtful, strategic contingency plan. Consider using your Shopify Capital financing to invest in insurance coverage and diversify revenue streams, reducing dependency on a single product or market segment.

Why Shopify Capital is the best loan for large businesses on Shopify 

1. Faster than alternative sources of financing because we know your business 
2. We don’t take equity in your business 
3. We leverage information about your sales to create customized offers 
4. Integrated right where you do business 
5. Can be used for whatever your business needs to grow from inventory to marketing and everything in between

Financing solutions: The key to unlocking BFCM success

Imagine achieving a staggering 375% sales surge during BFCM. That’s the kind of growth Shopify Capital helped Pashion, a company led by CEO and Founder Haley Pavone, achieve. “I’m not confident we would have been able to bring in our holiday shipment,” she said. “I don’t think we would have seen anything close to that growth figure without it.”

I’m not confident we would have been able to bring in our holiday shipment [without Shopify Capital.] Capital was vital in getting us the holiday inventory on hand that we needed to support that 375% sales growth. I don’t think we would have seen anything close to that growth figure without it.

This powerful example highlights the potential that strategic access unlocks for large businesses during BFCM. By exploring alternative financing solutions, businesses can unlock their full potential and seize the immense sales opportunities this peak season presents. Shopify Capital Loans and Cash Advances offers a compelling option specifically designed to meet the needs of established businesses on the Shopify platform.

Available in select countries. Offers to apply do not guarantee financing. All financing through Shopify Capital is issued by WebBank in the United States.

* Shopify Capital loans must be paid in full within a maximum of 18 months, and two minimum payments apply within the first two 6 month periods. The actual duration may be less than 18 months based on sales.

If Shopify is of interest and you'd like more information, please do make contact or take a look in more detail here.

Credit: Original article published here.

Our view at Stack - Shopify has just about everything you need if you're looking to sell online. It excels with unlimited products, user-friendly setup, and 24/7 support. It offers 6,000+ app integrations, abandoned cart recovery, and shipping discounts up to 88%. Plus, it allows selling both online and in-person, scaling as your business grows.

If Shopify is of interest and you'd like more information, please do make contact or take a look in more detail here.

Credit: Original article published here.

Our view at Stack - Shopify has just about everything you need if you're looking to sell online. It excels with unlimited products, user-friendly setup, and 24/7 support. It offers 6,000+ app integrations, abandoned cart recovery, and shipping discounts up to 88%. Plus, it allows selling both online and in-person, scaling as your business grows.

Small businesses are poised to corner the market this year for Black Friday and Cyber Monday (BFCM), as 61% of shoppers are likely to do their holiday shopping on Small Business Saturday. But being adequately prepared for BFCM takes time, and brands need to plan and strategize months in advance to set themselves up for success on BFCM and beyond. 

That’s where Shopify Capital comes in. Shopify Capital provides fast, flexible funding that puts founders first, with a streamlined online application process and funds in as little as two days, if approved. Shopify Capital presents an ideal opportunity for small businesses and entrepreneurs to win the holiday season by investing in seasonal marketing campaigns, securing extra inventory, hiring extra staff, and covering operational expenses. 

Let’s take a closer look at why it’s crucial to stay ahead of the game when it comes to securing funding, and how funding through Shopify Capital can help you make the most of the BFCM opportunity.

Why you should seek funding early

It’s not just businesses that are getting an early start on gearing up for the holiday season—50% of holiday shoppers plan to start shopping by Halloween. That means that brands should start preparing for BFCM in Q2, if not sooner, to be ready to meet the demand for early-bird shoppers. Waiting too long to make a game plan means potentially missing out on reaching a much larger audience, which isn’t a risk small businesses and entrepreneurs can afford to take.

Here’s what businesses risk when they don’t plan ahead for the holidays:

• Missing out on marketing opportunities: Eye-catching marketing strategies don’t develop overnight. Competition is fierce as the holiday season approaches, and showing up late to the party will get you lost in the shuffle.

• Being overwhelmed and understaffed: Like many other businesses, you may need to hire extra staff to help cover the holiday rush. However, recruiting and onboarding qualified employees takes time. You’ll want to plan ahead for the help you need to avoid chaos when there’s an influx of customers at your door.

• Disappointing customers with limited supply: Inventory needs are likely to skyrocket during the peak holiday season. This means that brands that get a late start on securing funding for investing in product development and ordering extra stock risk coming up empty-handed when their customers need them the most.

The Shopify Capital advantage

Fast funds

Constantly being on the hunt for funding is energy-draining and time-consuming. It’s easy to get bogged down in a never-ending cycle of trying to secure your next round of funding. With funding through Shopify Capital, eligible businesses gain the critical funding whenever they need it—even before fully repaying a previous loan—so they can direct their energy toward achieving their goals. 

Repayments on your terms

Shopify Capital also offers a helpful loan payment process tailored for small businesses, where payments are deducted from a percentage of daily sales. This flexible repayment option comes as a welcome relief to brands that are trying to make ends meet without accruing interest. 

Straightforward applications

Small businesses and entrepreneurs can also face challenges when it comes to applying for traditional lending options that often have arbitrary or unattainable criteria. Shopify Capital offers a more equitable and accessible loan process for small businesses, with minimal paperwork and no personal credit checks. And when SMBs can receive funding in as little as two days, they can start growing their business on their terms right away.

Shock Surplus, an auto-enthusiast brand that sells suspension systems and shock absorbers, turned to Shopify Capital because they were repeatedly rejected when they tried to apply for bank loans even though their sales were skyrocketing. 

“Banks wouldn’t lend us a dime because our average cash balance didn’t meet their metrics,” says Sean Reyes, founder and CEO of Shock Surplus. “They don’t care if you’re pouring all your profits and all your cash back into the business to grow it like we were. To them, that doesn’t matter at all.”

With Shopify Capital as an option, you can develop a new product, acquire more of your best sellers, or increase the conversion rate on your website. All of these things produce real margins for your business.

How to get the most out of your funding

After you’ve secured financing to carry you through the holiday season, you’ll want to take stock of your business’ unique needs to determine how you can best apply your funding. Shopify Capital can help brands make the most of the opportunity unique to the holiday season by providing funds to help with these initiatives:

• Map out your holiday marketing campaigns: Deciding how you want to invest in your holiday marketing campaigns will help you stay competitive during the height of the shopping season.

  Maybe you want to roll out a rewards program just before the holidays hit, or collaborate with influencers to get customers excited about shopping with your brand. You may also want to dedicate part of your marketing budget to optimizing for SEO and advertising via paid marketing on social, search, and more.

  Whether you’re planning an ad campaign or a series of promotions to get customers excited about shopping with your brand, you’ll need plenty of time and funds to stay competitive during the busiest season of the year. 

• Make store improvements: Your business’ needs are likely to change during the holiday season. For example, if you run an online store, you can ramp up before the rush by investing in website enhancements and upgrades.

  It’s also important to plan ahead when it comes to investing in extra help, including using funds to promote employees, hire extra sales staff, and bring on experts and contractors. Having extra staff will also help support additional seasonal needs like building eye-catching in-store displays or investing in extra tech to help accommodate higher demand.

• Bulk up on inventory: Having control over an unpredictable supply chain can feel impossible, but focusing your funding on securing inventory will put your business in good stead.

  Whether you need to keep best-selling items on the shelves, lock-in bulk discounts, or develop a new product line, it’s important to allocate a significant portion of your funding toward purchasing the stock you need.

  Shoring up cash flow before the holiday season presents a challenge to many small businesses who may not be able to qualify for traditional funding, or for companies that want a faster, more streamlined application process.

  The Buffalo Wool Company, a small business that sells fine yarn, garments, and bison products, struggled with maintaining the cash flow they needed to carry enough inventory to get them through the winter. So, they turned to Shopify Capital for the financing they needed and were pleasantly surprised to find a loan option that worked for them. 

We needed funds to buy supplies to manufacture our products in time for the holiday rush, and we weren’t comfortable with a traditional bank loan. We needed a straightforward way to get funding without complications.

Boost your BFCM game with Shopify Capital

BFCM presents a massive opportunity for small businesses and entrepreneurs—but only if they have the means to capitalize on the peak holiday season. That’s why it’s especially important to get an early start on securing the financing you need to expand inventory, hire staff to support growing demand, and help your brand stand out in a hyper-competitive space. However you want to expand your business during the holiday season, Shopify Capital can support you with a flexible funding solution tailor-made to fit your needs. 

Available in select countries. Offers to apply do not guarantee financing. All financing through Shopify Capital is issued by WebBank in the United States.

* Shopify Capital loans must be paid in full within a maximum of 18 months, and two minimum payments apply within the first two 6 month periods. The actual duration may be less than 18 months based on sales.

If Shopify is of interest and you'd like more information, please do make contact or take a look in more detail here.

Credit: Original article published here.

Our view at Stack - Shopify has just about everything you need if you're looking to sell online. It excels with unlimited products, user-friendly setup, and 24/7 support. It offers 6,000+ app integrations, abandoned cart recovery, and shipping discounts up to 88%. Plus, it allows selling both online and in-person, scaling as your business grows.

For a brand to achieve longevity, it needs to be willing to reinvent itself. It’s a lesson Alex Matthews, a serial entrepreneur and the founder of Mexican soda brand De La Calle, knows all too well. In 2023, Alex had to make a change in order to continue growing De La Calle’s audience and scale to meet profitability goals. 

Ahead, Alex breaks down how his beverage company underwent a strategic repositioning, and why it was a natural evolution of his brand’s journey.

De La Calle’s original positioning

“De La Calle,” which translates to “from the street” in Spanish, is a company rooted in the rich traditions and flavors of Mexico. Initially launched in 2021, De La Calle sought to bring the traditional Mexican beverage tepache—a fermented drink made from pineapple rind, usually found sold by street vendors—to the US market. Alex’s co-founder, Rafael Martin del Campo, is from Mexico City and had a family recipe that he learned to make from his grandmother, which became the basis of De La Calle.

Initially, the product was positioned as an upscale, fermented beverage, similar to kombucha. “Tepache is this fermented beverage from the streets of Mexico,” Alex explains. “It’s good for your gut, delicious, and celebrates the flavors of Mexico.” 

However, the company soon realized that this positioning might be too niche for the broader US market, which was unfamiliar with tepache. De La Calle had confidence in the product, but it needed to simplify the brand’s message. “It was about making a little change that isn’t a complete revolution but crisps up the description,” Alex says.

The rebranding process

The company decided to shift from a fermented beverage to a “Mexican soda.” This new positioning aimed to unlock existing demand from both general American consumers and the growing Latino demographic in the US who were already familiar with Mexican sodas. “I think describing it as a Mexican soda unlocks a lot of that existing demand from those second- and third-generation Latinos, but also from other ethnic groups as well,” Alex says.

The company took a meticulous approach to the rebranding process, updating the packaging to make “Mexican soda” more prominent and simplifying the can’s design. Alex says one of the key questions he asks in any rebranding process is: “Is the packaging working as hard as it can for you without there being attribute overload?”

Adjusting production and distribution strategy

Part of the rebranding strategy was also to reduce the price from $3.29 at Whole Foods to $2.49 at more affordable retailers, to make the product more accessible to a broader audience. “What we realized is that, as part of becoming a Mexican soda, you start to have to think a bit more strategically about what kind of customer you’re really going after,” Alex says, explaining he wanted the product to be stocked in places his customers were already shopping. This strategic shift meant getting stocked in Latino grocery stores, like Superior or Cardenas Markets, along with continuing to grow at Whole Foods, Kroger, and other chains.

To ensure the new price point was sustainable, De La Calle also had to change its production and distribution. The company made its drink shelf-stable, so it no longer had to be shipped in a cold box or sold from a cooler at the store. By leveraging economies of scale and optimizing their supply chain, De La Calle could maintain quality while making the product more affordable.  

Embracing broader markets while staying authentic

Ultimately, the rebranding of De La Calle wasn’t just about changing the product’s outward appearance, but about aligning it more closely with the brand’s mission and the tastes of a broader audience. By positioning De La Calle as a modern Mexican soda, Alex Matthews and his team have paved the way for greater market penetration and consumer acceptance.

“It’s so interesting because it is just a switch from a few words, from ‘tepache’ to ‘Mexican soda,’ but it feels like it’s the seed for a redirection and it’s a greater simplification and clarification for the consumer,” says Alex, emphasizing the power of subtle branding changes.

To learn more about De La Calle’s rebranding journey, listen to Alex’s full interview on Shopify Masters.

If Shopify is of interest and you'd like more information, please do make contact or take a look in more detail here.

Credit: Original article published here.

Our view at Stack - Shopify has just about everything you need if you're looking to sell online. It excels with unlimited products, user-friendly setup, and 24/7 support. It offers 6,000+ app integrations, abandoned cart recovery, and shipping discounts up to 88%. Plus, it allows selling both online and in-person, scaling as your business grows.

If Shopify is of interest and you'd like more information, please do make contact or take a look in more detail here.

Credit: Original article published here.