You’ve found a product to sell, you’ve set up your dropshipping store, you’re running ads, you’re getting traffic but still no sales? In this article, I’m going to share my strategies for reviewing a dropshipping store to find out what needs to be fixed. When you’re a beginner dropshipper, it can be frustrating to do all that work without any sales. However, failure is not the opposite of success; it’s part of it!
After helping many dropshippers, I’ve noticed the same mistakes over and over again. Today, I’ll tell you what to look if you’re getting traffic but no sales!
Here are the 6 steps to increase your sales:
- Optimize the Banner Image
- Organize Store Menus
- Highlight Products on the Homepage
- Create a Sense of Urgency
- Collect Emails
- Understand Your Analytics
Dropshipping, by the way, is one of the easiest ways to start an online business. Instead of buying tons of inventory for your online store, you only order products when you get sales. Your supplier ships your orders for you, so you can sell all over the world! But being a successful dropshipper requires constant learning. So, please make sure you subscribe our newsletter and get lessons for free!
Succeeding in e-commerce is all about figuring out what’s not working and how to change it. If you’re getting traffic but no sales, you might start wondering if dropshipping even works. You’ve read success stories, and yet you can’t seem to understand what’s so different about your store.
After reviewing hundreds of dropshipping stores, I can tell you exactly what sets high-profit stores apart from failing stores. Today I’ll tell you how to implement the same strategies that high-profit stores use to your store.
Now, I’m going to assume that you’re already driving traffic to your store. If you aren’t, check out Shopify’s free Facebook Ads guide. It will show you step-by-step how to find an audience and start driving traffic to your store!
Alright, let’s dive into store review strategies! We’ll start on the store homepage. Throughout this writing, we’ll look at a beginner dropshipping store that sells leggings and a professional e-commerce store that sells popcorn.
1. Optimize the Banner Image
Let’s begin reviewing your store by starting with the banner image. Throughout this store review, it’s important to put yourself in your customer’s shoes. Customers have low attention spans. It’s up to you to grab their attention and make it easy for them to shop.
Usually one of the first things customers notice is the banner image, right here. Your banner image should be a high-quality photo of a product or a photo that is relevant to your niche. If you use low-quality images, you could turn off customers.
But don’t worry; you don’t need to be a photographer to get high-quality images for your banner. These images are from Unsplash, a free stock photo website.
You can also check out Burst by Shopify for product-specific stock photos.
As I wrote, however, your photos don’t need to be of the product your selling. You can also use photos that relate to your branding. For example, a photo of someone lounging in a pool or on the beach would work great if you’re selling sunglasses.
2. Organize Store Menus
Store menus appear near the top, or sometimes on the side of, your store homepage. Menus link to other pages of your online store. Menus should make it easier for customers to find your product, learn about your brand, and get in touch with you.
There are 4 standard menu options that I recommend for online stores. These are:
- Contact information
Each of these menu options can link to a separate page in your Shopify store. You can also combine Returns and Shipping information, or include them in an FAQ.
You might be wondering whether all of these pages are necessary. But again, think about your customer’s experience. If your customer is shopping for a gift for a friend’s birthday, they will want to know about shipping times. After all, they wouldn’t want to receive a product after their friend’s birthday has come and gone.
But if that customer can’t find any information about shipping times, and if they can’t find any way to contact you and ask about shipping times, you’ll be getting traffic but no sales again!
As you can see on Pipcorn, there is an About, Contact, and FAQ page that has all relevant information.
If you click on the FAQ, you even see information about shipping outside the United States.
The leggings dropshipping store nests an About us, FAQ and Contact Page under the “About” menu option.
This makes it just a little hard to find. If I were reviewing this store, I would suggest the store owner make those page a bit more obvious.
One thing I do like here is the Size Guide.
If you’re selling a product that comes in different sizes, it is difficult to use or is only compatible with certain devices, makes a separate page with that information. Then include the page in your header menu so customers can find it easily.
You may have noticed that both the leggings store and Pipcorn have a banner advertising free shipping. While it may seem like a small detail, advertising-free shipping can have a huge impact on your sales.
Studies show that only 35% shoppers are willing to pay for shipping. If the other 65% rebrowsing your store and don’t see free shipping, they may leave.
As you’re setting up your store menu, don’t spend hours working on your About Us page. Check out the article afterwards that outlines exactly how to create an effective About Us page.
3. Highlight Products on the Homepage
You must highlight one, or a few products spotlighted on your store’s homepage. Even if you are selling hundreds of products, it’s important to draw your customer’s attention to your most eye-catching ones. If your customer has to click through a collection to see a product, you might lose them!
I suggest highlighting a product at the very top of your homepage or just below the banner image. This way, your customer sees it right away.
I love the way Pipcorn does this.
Right after the banner image, Pipcorn highlights its best selling products. Pipcorn offers more than 3 products, but this formatting drives customers to high-converting product pages right away.
When selecting products to highlight on your home page, choose products that have eye-catching photos and well-written product descriptions. Remember, this may be the last thing your customer will read before pressing the add to cart button.
4. Create a Sense of Urgency
The first is an app that creates urgency. As a dropshipper, your ideal customers are impulse buyers. Impulse buyers make purchases because they see something they want, and they feel like they need it now! Urgency apps help to reinforce that feeling. If your customers don’t feel a sense of urgency, they may decide to save their money or go comparison shopping. Countdown timers are a great way to create a sense of urgency.
The Shopify App store has a wide selection of countdown timers that you can load onto your product pages.
When customers see that they only have so much time to take advantage of a sale, they will be more inclined to buy. While impulse buyers are great, you’ll get lots of store visitors who are interested in your product.
5. Collect Emails
There are many email marketing apps in the Shopify App store.
You can use almost all of these apps to email potential customers about sales and special offers. The average customer needs to see a product 3-7 times before they make a purchase -so keep those emails coming! It’s a good idea to offer an incentive to store visitors, so they give you their email.
Pipcorn does this well: they offer a 15% discount code in exchange for an email address. The leggings store does this too. Store visitors have a chance to win a free pair of leggings if they enter their email. Every month, the dropshipping merchant picks one new email signup and gives them an individual coupon good for one pair of leggings.
6. Understand Your Analytics
You’ve got to understand your analytics. Whether you’re running online ads, focusing on SEO, or simply trying to drive traffic through your store’s social media, it’s important to track store visitor behaviour. Remember, I’m assuming that you’re already driving some traffic to your store. If you’re not yet, I suggest for reading Shopify’s 5 traffic strategy article to get started.
Every Shopify plan comes with an Analytics section that you can access from your admin.
Here, you can find information to help you understand why you’re not getting sales. Your Analytics dashboard has a wealth of information. While it’s all helpful, I’ll highlight a few of the most important sections to look at.
The first dashboard section to look at is Online store sessions by location.
This shows you a breakdown of what countries your store visitors are coming from. You can use this information to advertise to the countries that are already sending you the most visitors, and focus less where are you getting traffic but no sales.
For example, this leggings store gets the most traffic from the U.S., Germany, and the UK. The store owner would do well to advertise to these countries rather than, say, Ireland, Australia, or New Zealand. You can also use this information to decide whether you want to translate your store or use a converter.
For example, this leggings store gets enough visitors from the EU and the UK that a currency converter app might be helpful. That would allow visitors to see stores prices in Euros and Pounds respectively. Remember, your customers will be charged in your main currency at checkout. This would be another great piece of information to include in your store’s FAQ!
The Second dashboard section I suggest reviewing is Online store sessions by device type.
If you are seeing a lot of your traffic coming from mobile, then it’s important to test your storefront and product pages on your mobile device. You can do this on your own phone: just pull up your store on your mobile device and try going through checkout.
- Is the text legible?
- Are buttons easy to use?
- Is it easy to navigate the menus?
You can also see what your store looks like on mobile within Shopify. Just go to Online Store > Customize. At the very top, click the mobile icon.
Now you can adjust your store design so that it looks great on smaller screens.
Let’s go back to the Dashboard. The last section I suggest looking at is the Top Landing Pages by Session.
This will show you a breakdown of exactly how many people visit your store, look at the products, and even reach the checkout. You can use this information to optimize your store. If your traffic is only visiting your storefront and not clicking on products, then you might need to work on your homepage.
- Are the images crisp and compelling?
- Do you highlight at least one product?
- Is it easy for visitors to browse your catalogue?
If your traffic is visiting your product pages but not checking out, then you might need to work on your product pages. Use high-resolution images and write your own product descriptions. Let me repeat that: write your own product descriptions! Don’t rely on Aliexpress for that one.
Now I’d love to hear from you. When reviewing a store, Is there anything you look for that I didn’t mention here? Let me know in the comments below! I’ll chime in with my thoughts.
Thanks for reading.
Muammer is a Marketing Analytics Manager at Turkcell. His mission is to empower entrepreneurs and to help them achieve their goals. He also has a passion for illustration.