Five Ways to Optimize Your Shopify Website

If you’re one of the 1 million plus businesses currently using Shopify, you already know that the platform handles much of the heavy lifting of e-commerce for you. With Shopify, the details that can make e-commerce a real headache to manage—shipping, fulfillment, payment processing, discounts, point of sale, integrations—are all built into the platform, so that you have access to everything you need from your dashboard. (Read our thoughts on the platform here.)

Despite those powerful, baked-in capabilities, we often see store owners miss important opportunities to optimize their websites and leverage those essential features. We’ve compiled a list of our simple tips and tricks to make sure you’re not missing out on the benefits of Shopify.

Make your homepage shoppable. 

Our strong belief at Good & Gold is that if you sell products on your website, you should create easy access to those products on your homepage. Yes, it's important to use prime real estate on your homepage to establish your brand’s mission, values, and differentiators—but it’s also important to let the people shop. Whether you include a particular popular product, products within a featured collection, or a selection of primary product collections, create an easy, appealing entry point for those visitors that are ready to purchase. 

Opt to show “dynamic checkout buttons.” 

Dynamic checkout buttons display on product pages as an alternative to “add to cart” buttons for single products. These buttons allow customers to skip the cart and go directly to checkout, giving them the option to speed up the checkout process if they’ve already made their purchase decision. What’s more, depending on your payment settings and the customer’s browser and device, the dynamic checkout button will show the logos for third-party “accelerated” checkout methods, like Shop Pay, Apple Pay, PayPal, etc.

The reason it’s so important to toggle on this feature is twofold: 1) Customers appreciate a quick checkout when they already know what they want, and dynamic checkout makes that possible. 2) It’s quite common for shoppers to leave products in their cart, get distracted, and forget to check out. Dynamic checkout helps to mitigate the “abandoned cart” phenomenon by skipping the cart altogether, and guiding customers swiftly from product page to checkout.

Include related products on product pages.

Most Shopify themes give you the option to show similar products below your individual product details on product pages. Do it! These sections are extremely effective at generating interest and encouraging further exploration. They also create a helpful tool for recapturing interest if the specific product viewed isn’t quite right for a particular customer—rather than allowing them to move on and search elsewhere, show them some additional options that might be just right.

Collect customer reviews. 

Customer reviews build “social proof,” which is a powerful force in the world of e-commerce. We highly recommend amplifying the voices of your customers, turning them into an army of brand advocates however and whenever you can. If you’re not up for spending money to enable product reviews on your website, you can opt for Shopify’s free Product Reviews app, which is extremely simple and easy to manage. For more advanced features like review request emails, photos, and a customizable onsite widget, we recommend the Yotpo Product Reviews & Photos app.

Customize your checkout settings. 

This one is simple, but easily missed, because checkout settings for Shopify are configured in a different area than settings for other pages. To avoid a default, off-brand checkout flow, be sure to visit your checkout settings under “Theme settings,” add your logo, and customize the typography and colors of your checkout flow to match the rest of your website. A checkout sequence that doesn’t match your brand will diminish trust in your website, and likely lead to frequent abandoned checkouts.

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Of course, these five tips are just the tip of the iceberg when it comes to the available features in Shopify, and our thoughts about how to best optimize your store. If you’re seeing a low conversion rate on your Shopify site, or wondering why your store isn’t performing the way you think it should, we'd love to help out with conversion analysis and UX audit.


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In the summer of 2023, Amanda, the owner of The Ice Cream Stand nestled in Downtown Syracuse, approached us with a desire to breathe new life into her beloved ice cream shop. Collaboratively, we embarked on a mission to create a vibrant brand identity that captured the essence of her woman-owned ice cream shop. 

From brainstorming sessions to design mockups, together we crafted a lively brand identity that perfectly complemented the spirit of her shop—a colorful celebration of homemade delights and community connection.

Fast forward to early 2024,  Amanda approached us again with a new vision taking shape. Enter Cream & Coffee, the Ice Cream Stand's cool, homemade little sister—a fusion parlor nestled by the lake in Skaneateles, NY. With Amanda's business plan in hand, we embarked on a new mission, this time helping  build a brand from the ground up.

Drawing inspiration from the rustic charm and historic allure of Skaneateles, we set out to create a brand identity that felt warm and inviting. Handmade touches, warm neutral tones, and a touch of nostalgia of the historic lake town formed the cornerstone of Cream & Coffee's brand identity.

The result of this branding journey is two unique brand identities, each hand crafted to honor the personality and individuality of the shops they represent. Our experience with The Ice Cream Stand and Cream & Coffee has been a testament to the power of collaboration, creativity, and a shared passion for capturing the vision and essence of a small brand.

At Good & Gold, we take pride in contributing to the journey of turning entrepreneurs' and small businesses' dreams into reality. To learn more about the journey of branding & logo design, sign up for our monthly newsletter to get access to our latest eBook - Introduction to Logo Design & Brand Development.

Pedal to Success: Navigating Digital Marketing Trends in the Bicycle Industry

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Personalized Customer Experiences: In the age of information overload, cyclists expect tailored interactions that speak directly to their interests and preferences. Brands like Canyon are leading the charge by harnessing the power of data to create personalized experiences across various touchpoints. By analyzing consumer behavior and preferences, these brands can deliver targeted social media ads, customized email campaigns, and tailored product recommendations, ensuring that each rider feels understood and valued. This personalization not only enhances the overall customer experience but also fosters brand loyalty and drives repeat purchases.

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Social Commerce: Social media platforms have evolved beyond just a place to connect with friends – they have become powerful platforms for driving sales and generating revenue. With the rise of social commerce, brands in the bicycle industry are tapping into platforms like Instagram and Facebook to showcase their products and facilitate seamless transactions.  This integration into social commerce is a crucial component of their omnichannel strategy. From shoppable posts to influencer collaborations, social commerce is redefining the way cyclists discover and purchase gear. Additionally, social commerce enables brands to tap into the power of user-generated content, leveraging the influence of loyal customers and brand advocates to amplify their reach and influence within the cycling community.

Community Building: Cycling is more than just a sport – it's a lifestyle and a community. Digital marketing allows brands to foster and grow these communities online, creating spaces where cyclists can connect, share experiences, and support one another. Whether it's through dedicated social media groups, virtual events, or user-generated content campaigns, brands are finding innovative ways to engage with cyclists on a deeper level. By building meaningful relationships with their audience, brands can create advocates who not only support their products but also spread the word to others in the cycling community.

Data-Driven Insights: In the digital age, data is a cyclist's best friend. By harnessing the power of analytics, brands can gain valuable insights into consumer behavior, preferences, and trends. From tracking website traffic to monitoring social media engagement, data-driven marketing enables brands to make informed decisions that drive results. By understanding what resonates with their audience, brands can refine their strategies and deliver more impactful campaigns that resonate with cyclists. Additionally, data-driven marketing allows brands to optimize their marketing spend and allocate resources more effectively, ensuring that every dollar spent delivers maximum return on investment. 

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Design Guide for Launching a Small Brand

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Part 1 - Getting to Know Your Brand

When creating a brand identity, the goal is to channel your brand personality and values into a clear visual style. In order to create an authentic and memorable brand, it’s important to start with some questions. What is the product/service you’re providing? What is the story and mission behind the business? Who is your target audience? Narrowing down your story, demographic, and goals will help to pinpoint the visual style that will best suit the brand. 

Part 2 - Conceptualize Your Vision & Create a Moodboard

Once you’ve defined the core values of your brand, it’s time to conceptualize. We recommend starting with a moodboard - it’s a great way to quickly generate ideas and see what aesthetic you gravitate towards. Some things to consider when looking for inspiration include:

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  • Logo Inspiration
  • Photography (product & lifestyle)
  • Typography (fonts)
  • Imagery (icons, illustrations, graphics, textures)
  • Website + Social Media Examples

When all is said and done, the moodboard should align with the vibe and purpose behind your brand. 

Part 3 - Designing & Refining 

Once a general style has been established and you have your vision in mind, it’s time to bring your brand elements to life. As these are important decisions, it’s easy to get stuck on one idea - we emphasize the importance of experimentation with multiple concepts for logos, color palettes, and style guides. Aim for at least three variations of these to help you discover what feels most authentic to your brand. Once you narrow down a singular concept, continue to refine your elements until they feel complete and authentic. 

Part 4 - Brand Guidelines

As the finalization of your design elements takes shape, it’s crucial to create them into a style guide-your own brand guidelines. Your brand guidelines ensure consistency in how your brand is presented across various platforms. Remember that this should function as a rulebook for how to use your brand. Anyone you pass it off to should be able to understand how your brand should be implemented. At minimum, your brand guidelines should include:

  • Color: consider color codes for both print (CMYK) and web (RGB) materials.
  • Typography: a font pairing of a primary and secondary brand font.
  • Logos: we recommend including a primary brand logo, a secondary logo, and a brand icon. Not every logo will fit in every location across print and web, so it helps to have multiple orientations.
  • Imagery: this could include photography, illustrations, icons, patterns, and/or graphics.
  • Links to all of your brand assets, including font files, logos (png and vector format), and imagery/icons/photography.

Once all of these boxes are checked, your brand is ready to launch! Remember that you don’t have to stop here. As your business develops and evolves, so does your brand journey. There’s always room for more innovation and refinement, so keep pushing the boundaries of what your brand can achieve.

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Understanding and managing email subscriber preferences is key to an effective email marketing strategy. We wanted to share Good & Gold’s approach which provides a month-by-month plan to help you master subscriber preferences, ultimately leading to more engaging and successful email campaigns.

Month 1: Laying the Groundwork

Segment Your Engaged Audience

Goal: The aim is to focus on subscribers who are most actively engaged with your brand, as they will provide the most reliable data for your initial tests and analyses. Plus, adding first and last name fields to your signup and preferences forms will allow you to send more personalized emails to new subscribers.

Task: Start by analyzing your email list to identify the most engaged subscribers. For larger audiences, segment those who have interacted with your emails in the last 90 days. It's also important to update your email signup form and email preference page to include fields for subscriber’s first and last names. This will allow you to personalize your campaigns to each subscriber.

Create a Versatile Content Plan

Goal: To plan a varied approach that not only drives sales but also enables direct connection with your audience. Each type of content offers a unique opportunity to engage and understand what resonates with your subscribers.

Task: Develop a content calendar that includes a mix of sales promotions, brand stories, and important announcements. Incorporate creative approaches, like the successful Winter Horoscope campaign Good & Gold recently launched for Alfred Coffee.

Month 2: Experimentation and Analysis

A/B Testing - Initial Phase

Goal: The primary objective is to understand which specific elements of your email campaigns are driving engagement. By controlling one variable at a time, you can accurately determine the effect each has on subscriber behavior and preferences. This focused approach to A/B testing will provide you with clear, actionable insights to improve your email marketing strategy.

Task: Begin A/B testing with your email campaigns by varying one element at a time. This could include testing different email send times (AM vs. PM), experimenting with subject lines (using emojis vs. not using them), and altering the placement of your call-to-action (CTA in the header vs. after the body text).

Review and Understand Data

Goal: The objective here is to gain clear insights into what specifically resonates with your subscribers and have that inform your strategy with your next campaign. Did you find that more people opened your campaign in the evening? Consider sending future emails in that time frame. 

Task: Once you've conducted your A/B tests, it's time to dive into the data. Analyze which version of your email campaigns performed better and why.

Month 3: Refinement and Advanced Strategies

Refine Your A/B Testing Approach

Goal: To further enhance the personalization and relevance of your email campaigns. By now, you should start seeing patterns in what your audience prefers, allowing you to tailor your content more effectively.

Task: Based on your findings from Month 2, start refining your A/B testing strategy. Try changing the metrics you're measuring for each variable. For example, if you found that more people opened your email in the evening, you should consider testing to see if they actually placed more orders in the evening as well! 

Also, now that you’ve likely gathered the names of some of your new subscribers, try testing personalization in some of your campaigns.

Implementing Optimized Strategies

Goal: To establish a more targeted and effective email marketing strategy that aligns with your audience’s preferences. The aim is to increase engagement, which could lead to higher open rates, click-through rates, and ultimately, conversions.

Task: Take the most successful elements from your A/B tests and start implementing them in your regular email campaigns. This might involve changing your email send times, updating your subject line strategy, or reformatting your email layout.

Additional Considerations:

  • Feedback Mechanisms: Include surveys or feedback links in your emails to gather direct insights from your subscribers about their preferences.
  • Monitor Industry Trends: Keep an eye on emerging trends in email marketing. What works today may evolve tomorrow.
  • Ongoing Optimization: Remember that subscriber preferences can change. Keep analyzing and adjusting your strategy to stay relevant and engaging.

By following this 90-day plan, you'll be better positioned to understand and cater to your email subscribers' preferences. Not only does this lead to more successful email campaigns, but it also helps in building a stronger, more meaningful relationship with your audience.

Need assistance in mastering the realm of email marketing? We've got you covered. Connect with us today for expert guidance on your next email marketing campaign!