Shopify Store Success Strategies: Avoid These Common Mistakes

Mar 21, 2024

Over 95% of Shopify stores fail—not because there’s no demand for the products they’re selling, but because they’re not using the right strategy. If you think there’s something wrong with your product, think again. E-commerce is a $6.3 trillion industry, so whether you’re selling fashion, jewelry, pet products, or food, there’s a market for your product. Let’s dive into the key mistakes to avoid and the strategies you need to succeed.

The Real Reason Behind Shopify Store Failures

Many online stores fail not because of the products they sell, but because they’re not following the right strategy. Here are the three major pitfalls that you need to avoid:

1. Low Average Order Value (AOV)

One of the main reasons why stores fail is because customers are not buying enough in one purchase. In eCommerce, this is referred to as Average Order Value (AOV). A low AOV can make it difficult to make a profit, reinvest in ads, and scale your store.

Strategy to Boost AOV:

Offer Complementary Products: Always ensure that you have auxiliary products that complement the main purchase. This incentivizes customers to buy more from you.

Bundle Products: Create product bundles that offer a slight discount compared to buying items separately, encouraging larger purchases.

2. Low Conversion Rate

Another reason for failure is a low conversion rate. A conversion rate of 1-2% means that out of 100 visitors, only one or two make a purchase. To create a sustainable business, you need to aim for a higher conversion rate, ideally around 3-4%.

Strategy to Increase Conversion Rate:

Target a Specific Customer: Instead of having a general store that sells everything to everyone, focus on a specific niche. This allows you to tailor your marketing and product offerings to a particular audience, increasing the likelihood of conversions.

Improve User Experience: Ensure your website is easy to navigate, with clear product descriptions and high-quality images. Make the checkout process smooth and hassle-free.

3. Lack of Repeat Customers

The third major pitfall is not having enough repeat customers. A strong repeat purchase rate is crucial for profitability. You should aim for at least a 20% repeat customer rate, meaning one out of five customers should come back for more.

Strategy to Increase Repeat Purchases:

Build a Brand, Not Just a Store: Shift your mindset from selling products to building a brand. Create an emotional connection with your customers through storytelling and brand identity.

Email Marketing: Use email marketing to stay in touch with your customers. Send personalized offers, updates, and recommendations to keep them engaged and coming back.

Implementing the Right Strategies

Now that you know the common pitfalls, let’s focus on implementing the right strategies:

Spy on Competitors: Use tools like Semrush to understand what keywords your competitors are ranking for and which pages drive the most traffic. Analyze their content and identify opportunities to create similar but unique content.

Optimize Content: Ensure your product titles and descriptions are optimized for search engines. Use relevant keywords to help Google understand your content and improve your search rankings.

Use Paid Ads Wisely: Once you’ve optimized your site and built a foundation, start using paid ads to drive traffic. Use the data from your free marketing efforts to create effective ad campaigns.

Avoiding these common pitfalls and implementing the right strategies can set your Shopify store up for success. Focus on increasing your AOV, improving your conversion rate, and building a brand that encourages repeat purchases. By targeting a specific customer and optimizing your content, you can create a sustainable and profitable online store.

Got any questions? Drop them in the comments below. If you found this guide helpful, give it a quick thumbs up and stay tuned for more tips on building a successful eCommerce business!

Silvia Myers

Silvia Myers

Traffic Ninja & eCommerce Coach

Silvia is co-founder of Traffic Ninjas, teaching product makers and brand builders how to sell their incredible products online without having to discount or spend their hard-earned cash on things that don’t work.

Together with her husband and co-founder, Kristen, Traffic Ninjas equip eCommerce stores with an underground Ninja method specifically designed for small business owners, teaching them how to be profitable and sustainable and actually earn an income from selling their products online.

The Traffic Ninjas community has grown from Sydney, Australia to 35+ countries around the world with small business owners achieving amazing results.

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