Three reasons your online store isn’t converting:
- It’s not trustworthy
- The content isn’t valuable enough
- The branding falls flat
Anything can be sold. As the old saying goes, with the right elements for persuasion (not to be confused with manipulation), you could sell ice to an Eskimo.
Then why are so many merchants falling short of making a single sale?
The three main points I made above are only one part of this equation. But they need to be said. So many hopeful entrepreneurs speak about finding a winning product that’s going to turn their life around.
Here’s the reality: the psychology of persuasion is your winning asset, not the product.
And of course, the best part about using Shopify is you can spend less time worrying about the back end, and more time learning how to influence and engage your prospective customers.
Money doesn’t follow mediocrity. It follows mastery.
So with this in mind, start building your skills before you build your online store. Learn what good copy looks like. Learn basic web design principles. Research the heck out of your niche then strike while the iron is hot.
As part of our ongoing Shopify store reviews, we’ve been guiding merchants to eCommerce practices that actually convert, based on the mistakes and achievements of others already in the industry.
Read more: Building An F&B eCommerce Business: A Quintessential Guide.
This week, we’re looking at a hemp-based sports drink store using the Shopify platform - DEFY.
It’s a strong brand with impressive dynamic design elements. But is that enough to raise their conversion rate or could they be doing more?
Read on to find out.
Watch the video review here.
DEFY Sports Drinks Shopify Store Review by PageFly
Homepage - No better place to land
Generally, I don’t advocate using your store’s homepage as a landing page. But this is a rare case where you could probably pull off some sales by doing so (if your ad creative is impressive enough).
DEFY has pulled out all the stops to create an online experience that screams performance. Just look at the use of background video above the fold, and strict use of black and yellow to strengthen their branding.
Restricting your brand’s color palette to 3 or less gives your site a professional edge. The more clashing colors you include, the higher the risk of looking untrustworthy. Keep it clean.
Scrolling down we can find multiple headings displaying benefits.
Benefits are the key to persuasion. The use of descriptive words like ‘bold’ and ‘powerful’ also tie in nicely with the promise of an energy drink designed to help you shatter workouts and recover faster.
Does your website copy and tone of voice match the product you’re trying to sell? It should.
Remember what I said about trust and credibility in the beginning? (Somebody wasn’t paying attention).
If you had the chance to be featured in news or media outlets for your achievements, mention it. Even if they’re smaller outlets, showcasing this on your store like DEFY has done adds more weight to your unique selling proposition.
The verdict
In terms of wow factor and sheer innovation, DEFY is nothing short of impressive.
But do you really need all these fancy design elements?
In short, no. Although the branding is strong, with so many moving elements the user experience is overwhelming. And the last thing you want to do is fluster your potential customer.
In fact, visually complex sites are generally considered less beautiful. And this judgment from your online store visitor’s matters.
So what’s the answer? Keep it simple. Keep it clean. Keep it beautiful.
This might sound like bad news for the new merchants out there who want to build a Shopify store grander and more complex than the Great Pyramids of Giza. But in fact its good news. It means you don’t need to waste time or money paying a developer to do so.
Always remember to keep your customers at the forefront of your mind when optimizing your store. Just because you’re digging your own design, doesn’t mean they will. People are drawn to familiarity. And familiarity breeds trust.
It's about them, not you.
In the words of one the greatest eCommerce masterminds Ezra Firestone: “Serve the world unselfishly and profit”.
Further Reading:
