Author Archives: Natasha Murphy

A Trick for Super Charging Email Collection on your Ecommerce Website

Any merchant will agree getting customers to engage with a website via a newsletter sign up is important for gaining return visits and also increasing your sales. For new merchants, enticing visitors to sign up for the store’s email newsletter can be especially tricky. The most widely used incentive is offering new subscribers a percentage off their purchase in exchange for signing up. As with any Ecommerce website, getting your customers to stay on your website or engage with it, such as through newsletter and notification sign up is important to not only gaining return customers but also increasing your sales. A little-known trick for Shopify store owners to increase email collection or email newsletter sign up is as simple as adding a button to your Sold Out product page.

How Can You Use Your Sold Out Product Page to Increase Email Your Email Subscription?

When a customer lands on the product page of a sold out item, change the ‘Add to Cart’ button to instead be a ‘Sign up to be notified when this product is back in stock‘ option the customer can click. The trick is, to get these back in stock notifications, the customer will need to input their email address in order to receive a restock notification.

How Do You Make the Most of these Back in Stock Notifications?

Of course, these sign ups are only valuable from a merchant standpoint if the collection mechanism is set up correctly to gather the right information.

  • Link these notifications with your email newsletter service – To make the most of this email collection tool, you will want to use an app that can automatically add the customer’s email to your email newsletter with little effort on your end. Additionally, you will eliminate the risk of mis-entering the information later.
  • Include a checked box to receive email notifications – Have a section that notifies the customer that they will be signed up to receive email notifications or newsletters. Be sure to have the box preselected so that it does not require an additional step by the customer unless they wish to opt out. The simpler the form, the more likely the customer is to complete it.

What Does This Mean for Your Email Database?

When it comes to signing up for an email list, many customers see little value unless there is something to be gained by it. These incentives can include a discount or sale, or in this case, a notification when their desired item has become available. Giving customers the opportunity to sign up for restock notifications will allow you to collect the customer’s name and email so that you can get regular information or store specials in front of them. The more engagement you have with your customer, the more likely they are to return to your website, These return visits will help to increase orders and in revenue.

Take advantage of your Sold Out product by utilizing restock notifications to supercharge your email collection and gain a larger audience for your ecommerce site. Our favorite Shopify app is Back in Stock.

Why You Should Never Delete, Unpublish, or otherwise Hide Products on the Web

When selling in the online marketplace, there will eventually come a time when you either run out of a product you carry or decide that the demand for it has waned and it is no longer profitable to sell.  Often when this occurs sellers will delete the product or hide the product from shoppers.  While this may seem like an easy way to clean up and keep your dashboard nice and tidy, by removing these products you are failing to implement an easy SEO strategy that will pay off and win you additional traffic with time.

How will deleting a product hurt your SEO?

Removing products may not only frustrate your customers with an error page or ‘MIA’ product, but it can also affect the rankings and other SEO properties that your product has already gained.  Deleting a product will:

  • Eliminate the organic rankings that that product page had generated for your site and may result in your site being ranked lower
  • Cause a break in the inbound links that go to the product page from other websites or blog content
  • Remove the image rankings that the product image has generated
  • Result in removal from the index due to broken links created from the removal of product images

What to do instead

Instead of just deleting products off of your site there are a few options to help your customers avoid any confusion while still being able to reap the benefits of the page’s long-term SEO history.

  1. Remove the ‘Add to Cart’ button with a “Sold Out’ button – The first step we suggest when you have a product that is no longer available is to replace the add to cart button on the product page with a button that instead reads ‘Sold Out’ or ‘Item Unavailable’ so that the customer will not become frustrated when they are unable to complete their purchase.
  2. Include a note that the item is no longer available – When your customer lands on the old product page, have a clearly written note indicating the item is no longer in stock.  The page will not be removed from rankings, but your customers will know immediately that they are unable to purchase that item.
  3. Provide a new link on the page for a similar item – Determine what type of product your consumer would be interested in and provide a selected link on the page of the product that is no longer available.  You will not only direct them to another item but will keep them on your site longer.  One great way to find an alternative link is through a ‘Related Products’ section that automatically displays products from the same collection.

While maintaining a clean listing of products may make managing your store a little easier in the short term, you run the risk of losing hard earned SEO ‘link juice’.  Instead, follow the steps we listed above to help keep your site ranking and keep your customers happy and engaged.

You Hired Nicely Built! What’s Next?

Now that you’ve hired Nicely Built, it’s time to get started on the next steps. There’s plenty you can do between the hiring and our kickoff phone call. When you get ready up front the final product is a stronger one, and the likelihood the project will run over budget or off schedule dramatically decreases.

Prepare for Kickoff

The kickoff call sets the tone for the entire project, so taking some time to prepare will ensure the the finished product is everything you dreamed it would be. The first design round is an excellent example of how a little homework can pay off in spades on down the line. If you aren’t sure how you want your site to look and the kind of functionality you need, not much information will get passed to the website designer.

By taking the time to document your ideas for the site’s appearance and functionality, you set Nicely Built up to write an excellent creative brief to pass along to our creative staff. Designers and developers alike are able to do their best work when provided with clear direction and instruction. Bonus points for visual guides! Two great assets you can pass our way are a Pinterest moodboard (or any collection of inspirational images) and a list of sites. When you put together a list of sites to reference, be sure to also include notes about what it is about each you like so much!

Make a Plan for Photography

Photography is one of the most important components of an online store. It informs the customer about what a product looks like, how it wears, how it works, etc. Ultimately many customers will decided whether or not to buy a product based upon its visual depiction. If you’re not sure what kinds of pictures you should have, we can inform you of photography best practices for ecommerce websites. Remember to keep your color, tone, and lighting consistent, and to keep the placement of products consistent, too. Your pictures will look much better on the site that way.

Get Organized

You can get organized and be ready to work with Nicely Built by pulling together your logins, including a (tested and working!) login for the following. You’d be amazed at how much time we spend simply obtaining access to our client’s websites.

  1. Where the domain is registered
  2. Who provides your email
  3. Your current hosting provider, if you have one
  4. All your social media logins

Decide on Your Products

You need to be clear on the products you’re selling, and to do that you need an inventory spreadsheet. That can help the designer of your website determine exactly what you need when it comes to space, layout, and other important factors. Listings for your products need to be informative, searchable, and most of all accurate. With a strong spreadsheet that gives plenty of detail, you’ll be ready for the next steps with Nicely Built.