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Do you wish your Shopify store 
was performing better than it 

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is? 
Would you like to increase your 

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conversion rate and also get 
more traffic to your store? 

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Well, whatever size business you
are, I'm going to reveal 5 

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things today that I find in a 
lot of Shopify stores that are 

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not as they should be. 
And when we fix them, we see 

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revenue increase pretty quickly.
These are the Confessions of a 

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Shopify store owner, not me, but
the brands that I work with. 

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And if you haven't tuned in 
before, my name's Nick and I've 

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been hosting the show since June
2020. 

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So we literally were sending 
this out on the 2nd of June. 

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So I am just about to hit six 
years running the podcast, which

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is super awesome. 
And what a journey we have been 

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on as well. 
Anyway, let's dive in today. 

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So number one is shop pay. 
I love shop pay. 

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You can type in your e-mail 
address and you can purchase. 

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You can monitor all of your 
delivery notifications and 

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everything else that's happening
through all your purchases from 

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Amazon and eBay and loads and 
loads of other places all 

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through the Shop Pay app. 
Why is that a bad thing, Nick? 

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Well, lots of stores have a buy 
with Shop Pay or a check out 

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with Apple Pay. 
Check out with Google, I think 

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it's called Google Pay. 
I'm not a Google user, so sorry.

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But you have all these quick 
express checkout options on a 

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product page. 
Now, the way to test if you've 

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configured this properly or 
whether you're making the 

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mistake that lots of Shopify 
brands are that I talked to, is 

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to add lots of items to cart, 
different items. 

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So go on three or four different
product pages, add those items 

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to the cart. 
Now go on a different item, 

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something that you haven't just 
visited. 

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Go on a different item and 
instead of adding to cart, click

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that Buy with Shop pay button or
buy with Apple Pay and see how 

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many items are in your checkout.
So you click that button and 

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what often happens in the store,
and this is where it is one of 

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the easiest and fastest things 
you can do to increase sales is 

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when you click that button, it 
goes to a single item checkout. 

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It ignores all the other things 
you've added to checkout. 

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Now pause this podcast and go 
and check if that is working 

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correctly on your store or not. 
Assuming you pause the podcast. 

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Welcome back. 
If you didn't pause the podcast,

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then please pull the podcast and
go and try that thing because 

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you'd be amazed. 
It's probably about 20 to 30% of

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Shopify stores we look at have 
that running. 

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And the other problem with it as
well that I probably should have

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said a minute ago, which 
hopefully you've now fixed it if

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it was a problem, is shop pay 
often is the bright pink purple 

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button and the add to cart is 
often like an outline button. 

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You want to make add to cart 
really big visible and in nice 

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big bright colour. 
The reason being is 

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psychologically customers then 
are looking at the add to cart 

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button or add to basket button 
and it is drawing their 

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attention. 
So it's keeping their focus on 

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the right question. 
And I talk about it's a lot. 

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What's what question is your web
page asking? 

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And it's asking the right 
question now, which is do you 

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want to add to basket yet? 
And let's, let's start that 

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journey. 
Let's, let's make our our first 

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little commitment towards a 
sale. 

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The second one, we're going to 
get a bit more nerdy. 

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Now we're going to talk about 
SEO specifically, but it does 

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affect other channels. 
But SEO is by far the biggest 

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channel I see brands missing out
on loads and loads of traffic 

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and revenue from this. 
So the context of this second 

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point is there is only so much 
server capacity that Google will

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grant to you to go and crawl 
your site to decide what to 

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index for SEO purposes. 
Normally Google will run out of 

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energy in server capacity or 
crawl budget we call it. 

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It will run out of energy 
basically and it will stop 

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crawling the sites before it has
actually even finished. 

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And if it stops crawling the 
site before it's finished, it's 

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not going to index stuff. 
And no, you know, no website at 

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that stage is going to have 
every single thing they want to 

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be indexed, indexed on Google. 
And what I mean by that is if 

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you're not indexed on Google, 
your pages are not going to 

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appear. 
And this thing I'm just going 

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to, I'm going to try and explain
as simply as possible without 

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any visuals is one of the 
biggest things that exhausts 

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that crawl budget. 
So Google will miss important 

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collections and products. 
Those are the main two things 

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you want Google to be crawling 
on your sites. 

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And indexing is collections and 
products. 

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Crawling is where Google looks 
at it. 

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Indexing is it's now in Google's
index and it can appear on 

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Google. 
If it's not in their index, it 

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cannot appear on Google. 
So it has to find it. 

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What it is, is if you go to a 
collection on your site on your 

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Shopify store and then click on 
a product. 

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Now look at the URL of that 
product. 

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If the URL has forward slash 
collections slash the name of 

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the collection that you found it
through or any collection. 

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So it's got. 
So on the product page it has 

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slash collections slash name of 
collection slash products slash 

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the name of the product you're 
on. 

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You have this issue and the 
issue is Google will find every 

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single one of your products on 
the URL that's just your website

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dot whatever you're on dot com. 
For example products name of 

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product. 
Google will find every single 

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product without that collection 
part of the URL in the URL. 

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If that collection part's in 
there, that collection part will

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appear as one URL and you'll 
have a second URL which is just 

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forward slash products slash 
name of products. 

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And if that product's in five 
collections, you'll have 5 

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collection URLs and one product 
one. 

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Which means Google's crawling 
the same page 6 times and it 

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should only crawl it once. 
Not only that, Google will 

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probably mark you down on SEO 
for having duplicate content. 

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It's called Google will say 
there's only one page that you 

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should only really have one page
with this content on it. 

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And this is the page that we 
should have is what we should 

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say to Google. 
And that is just the forward 

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slash products, forward slash 
name of products. 

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Depending on your store set up, 
this might be a bit more 

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complicated than the last one, 
which will just be in removing 

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shop pay as an option on the PDP
pages. 

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I should have said that 
actually, sorry, it's Monday 

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morning when I'm recording this 
and I've had a very long weekend

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and but you will need to do a 
little bit of dev work. 

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You can possibly ask Shopify 
sidekick, the AI for some help 

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on this. 
But you want to make it so that 

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when you click on a product 
through a collection, you only 

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get the forward slash products, 
forward slash name of product. 

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You only want that URL to exist 
on your site. 

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You do not whatever want to have
forward slash collections, 

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forward slash name of product, 
sorry, name of collection in a 

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product URL. 
That's the output. 

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So you manage to bet at Google. 
You might talk to a developer or

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find somebody that can help with
that to get that sorted. 

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Number one thing we check on 
every Shopify store when we 

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first start working with people 
#3 I love this. 

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I've basically said remind the 
customer of their rights. 

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And this is so effective because
in most countries, I've, I've 

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read lots of surveys on this, in
most countries, most customers, 

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we're talking about 80 to 90% 
don't know even the basic 

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customer rights in that 
country's like law. 

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They don't even know the basic 
customer rights, let alone some 

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of the more nuanced advanced 
ones. 

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You as a seller should be fully 
aware of the selling laws in 

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your country. 
And one of them, certainly in 

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the UK and in lots of other 
countries, is a customer's right

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to return. 
Now, I'm not suggesting for a 

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second you're not letting people
return. 

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And well, the other thing as 
well is if you return an item, 

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you should be due a refund. 
There are nuances and we'll come

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back to this on the next point 
in a minute talking about 

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returns specifically, but 
generally speaking, most 

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countries have a like 30 day 
money back guarantee. 

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And that's just the item wasn't 
what I expected. 

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I don't like it, It doesn't 
work, it doesn't do what I need 

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it to. 
It's not fit for purpose. 

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I want to send it back and 
there's loads of clauses around 

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this like has to be in full 
original branded packaging, it 

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has to be in full working order,
can't show any signs of damage, 

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can't show any signs of use, all
that sort of stuff. 

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But next to the add to cart or 
buy button on your site, again, 

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previous point, best have an add
to cart buttons. 

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People buy multiple items. 
But next the add to cart button,

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Why don't you put some italic 
text underneath the classic 2 

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that we tend to use. 
There's no quibble guarantees 

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and 30 day money back guarantee.
It's so simple, but it just 

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reassures someone at the point 
of like, which is basically 

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saying someone, there's no risk 
with this at all. 

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You can send it back if you're 
not happy and we'll give you a 

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refund. 
And those are just your rights 

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as a customer. 
But there's a 30 day money back 

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guarantee. 
Go on, add it to cart. 

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Add it to cart. 
See if it fits, see if it works,

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see if it's as good and fills as
high premium quality as we are 

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making out, or whatever your 
USPS for that product are. 

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And that you would not believe 
that 2030% increase in revenue 

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just by adding that to the site 
is so quick and easy. 

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And it really is part of our 
secret sauce, right #4 Let's 

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open Pandora's box. 
I can hear some of you screaming

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already before I've even said 
the words charging for returns. 

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I don't think brands should 
charge customers to return 

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items. 
I know, controversial. 

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Some items are heavy, they're 
expensive, they cost a lot 

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especially in the USA. 
Lot of shipping costs and stuff 

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like that. 
But hear me out. 

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Similar to the previous point 
and similar to other podcasts 

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I've been through before and 
other things I've shared and 

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then things guests have shared. 
If you are confident in your 

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product and you've described it 
well, you've got great 

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photography and it's a good 
product. 

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If you're confident enough in 
your product would then no one's

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going to return it at all, are 
they? 

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So why would you even say to 
people they have to pay to 

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return the item so that you're 
not saying free returns? 

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Again, the money back guarantee 
minus the delivery cost and you 

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have to package it up yourself 
and the, you know, the packaging

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we send can't really be reused. 
You got to package up yourself, 

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then you got to take it to your 
local post office or 

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distribution centre, drop it off
there and you've got to pay for 

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it, especially if it's on a 
heavy item. 

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Someone will be offering free 
returns and free delivery. 

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And I know it's a heavy item, 
but that's where you need to get

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your margins right. 
So many e-commerce businesses I 

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work with, they hemorrhage 
money. 

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They waste so much money on such
silly little things. 

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This is a good place to invest 
money. 

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Instead of spending money on 
warehouse staff, they're just 

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sitting around most of the day 
or even doing warehousing there.

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There are so many other better 
three PO options now where 

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warehousing can be cheaper. 
There are companies wasting tons

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of money on display ads and 
they're not. 

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They're not actually 
contributing any revenue to the 

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business at all. 
We'll stop doing that and start 

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spending that money on paid for 
returns. 

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Like returns are free to the 
customer now and and again it 

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you see an uplift in revenue 
from doing that. 

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Plus, if someone's thinking I'm 
going to have to pay to return 

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this item, they're already 
pessimistic about the item 

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before the items even arrived. 
And that is a big, big problem. 

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Again, the question you're 
asking now is do you want to 

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return it or not? 
Don't even talk about returns. 

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Just say they're free, free 
returns. 

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I saw a case study of I believe 
it was New Look here in the UK 

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and I can't remember the stats, 
but I remember being at the 

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conference and they said it took
them a few years to get the 

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accounts department to sign off 
free returns and when they did, 

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returns actually decreased 
slightly. 

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They didn't increase, they 
decreased slightly. 

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And yes, they now had to pay for
those returns, but the 

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increasing conversion outweighed
the additional cost in return in

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paying for customer returns. 
The additional revenue without 

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investing any more money and 
profit outweighed the cost of 

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those returns several fold. 
It was one of the best financial

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decisions they ever made was to 
offer free returns. 

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So especially you guys in the 
USI know it's mad in the US, the

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delivery and other sect because 
you guys are such a big country 

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to move things via planes, 
trains, etcetera. 

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I know it's easier for us on our
little island over here in the 

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UK drinking our tea. 
But consider free returns. 

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You could always test it for 30 
days. 

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You can even run it as a 
campaign. 

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You know, we're offering free 
returns 30 days only on our big 

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large bulk on all items. 
And we got some really big large

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bulky items. 
If more people buy and no 

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returns, keep it, just keep it 
#5 this is the other thing that 

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I think is a quick fix and it's 
a process change internally. 

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It is. 
In fact, I've got my laptop 

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here. 
I'm going to Google it. 

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How much it costs for Shogun on 
Shopify is an amazing app. 

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We're not endorsed by them at 
all, $39.00 a month and you can 

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run a theme or template test, an
AB test on Shogun. 

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How awesome is that $39.00? 
But if you can't afford $39.00 a

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month, you should not be 
listening to this podcast. 

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You do not have a business yet. 
And obviously I'm saying that 

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very sarcastically, but the 
point here is so many brands are

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just doing stuff. 
They're like, oh, we got a new 

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design, we're just going to roll
it out. 

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And what you're doing, Shopify, 
you can just test the themes and

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like, but we know it's better. 
We know revenue is going to go 

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up and then they start these big
kind of macro reports every 

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month saying like total revenues
up 20% or it's up 8% since we 

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rolled out that new, that new 
theme, the new theme cost, this 

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is going to pay for itself in 
nine weeks. 

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Happy days. 
What if two of your five 

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channels dropped, one went up 
astronomically, and two stayed 

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the same? 
Wouldn't you want to know that? 

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Because now you're not just 
rolling out a brand update, a 

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theme update. 
You're working smarter, not 

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harder. 
You roll up the initial update 

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as an AB test, and then you 
monitor the analytics to see 

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what individual channels do, see
what happens to add to carts, 

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see what happens to revenue per 
user, see what happens to your 

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actual conversion rate. 
There's so many nuances 

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underneath that big macro. 
How much did revenue go up that 

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you might be missing sales that 
would be so easy to actually 

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undo something you've done in 
the new theme or change 

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something again to at least get 
back to kind of square one on 

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that thing, which now means your
9% become 1415% from this. 

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My point really being is test 
everything as you roll it out. 

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And secondly, these things are 
not linear. 

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The more data you get and the 
more you look at that data and 

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the data is not difficult or 
complicated or time consuming to

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analyze, the more you then go, 
right, we've got this budget to 

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redesign the site. 
Well, actually, let's just make,

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let's use that budget to make 5 
rounds of tweaks rather than one

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big update because the site then
will convert better maybe two of

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the five things we have a 
decrease in conversion. 

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Well, good job. 
We didn't do that in the theme 

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update. 
So Shogun's the cheapest 1 I can

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find. 
There's Shoplift, there's 

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00:13:43,520 --> 00:13:45,960
Intelligems, there's loads of 
core AB testing tools that we 

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use across Shopify. 
But for $39.00 a month on 

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00:13:49,360 --> 00:13:51,120
Shogun, it's the cheapest I've 
found so far that does 

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everything I need it to and 
gives half decent analytics. 

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Most of the buttons that you do 
have to click upgrade my package

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to use a lot of them. 
But we're using that for two of 

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our clients at the moment, which
is absolutely, absolutely 

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00:14:02,240 --> 00:14:04,080
brilliant. 
But if you've enjoyed this and 

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00:14:04,080 --> 00:14:06,200
you want help, my agency does 
PPC SEO. 

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00:14:06,200 --> 00:14:08,840
If you're turning over over a 
million a year in revenue, 

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00:14:08,840 --> 00:14:11,680
either dollars or pounds, we'd 
love to have a conversation. 

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00:14:11,840 --> 00:14:13,120
Any less than that, feel free to
reach out. 

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00:14:13,120 --> 00:14:15,120
I'm happy to give you guys some 
advice on e-mail as well, but 

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00:14:15,120 --> 00:14:16,720
thanks for tuning in. 
If you want to check out our 

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00:14:16,720 --> 00:14:19,680
agency, it's Spec dot Digital, 
Spec dot digital. 

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Hope you can join us again on 
Friday for another brand episode

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00:14:22,840 --> 00:14:24,680
or it might be, I don't know 
what's coming up this week. 

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00:14:24,680 --> 00:14:26,720
I haven't checked the schedule, 
but every Friday I have a guest 

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00:14:26,720 --> 00:14:28,600
with me anyway. 
But TuneIn on Friday, if you can

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00:14:28,600 --> 00:14:29,960
hit the subscribe button if you 
haven't already. 

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00:14:29,960 --> 00:14:32,080
I hope you've enjoyed today and 
please leave us a comment and a 

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00:14:32,080 --> 00:14:34,680
like and a review and a 
subscribe and any other things 

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00:14:34,680 --> 00:14:35,840
you can to help support the 
show. 

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00:14:36,000 --> 00:14:37,920
It's completely free for you 
guys to listen and it really 

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00:14:37,920 --> 00:14:39,680
helps us out. 
Thanks for tuning in. 

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See you next time, yeah?