Finding your perfect customer

Posted on June 25, 2021 by Stylaquin1

Want more business? Find your perfect customer

Finding your perfect customer starts with getting to know your current customers. Marketers use personas to make visualizing and sharing who that customer is.

Your customer personas should reflect who your customers are, so first, you’ll need some data to work with. Shopify doesn’t provide much customer information but Google does. (If you have not set up your site with Google, do that right now. It takes very little time and is easy to integrate with Shopify, here’s a link to instructions.)

Once you get Google set up with Shopify, you’ll need to let it collect enough data to see trends and create segments. While the data is coming in, consider taking Google’s free course on Google Analytics so you know your way around the dashboard.

There is an abundance of information on Google, but not all of it matters to every company. Here are some of the basic things you’ll want to know.

Age

Gender

Cheap vs chic

Income

Geographic location

Marital/Couple status

Children

Pets

Interests

It’s all about creating segments

There are thousands of customers shopping your store every day, you can’t possibly know them all, so if you want to market to them effectively, you’ll need to break them into groups (aka segments). When you review your customer data with Google Analytics you should see natural groupings. These groupings are what you’ll use to create segments of your customers.

If you would like to learn more about creating personas, download The Smart Shopify Persona Builder. It will help you understand what personas are, how to create them, and finally how to use that information when you are marketing to them. We have also included a Persona Builder worksheet to make the process easier.

Creating Pages to Improve SEO in Shopify

Posted on June 17, 2021 by Stylaquin1

How to use pages to improve SEO in Shopify

Did you know that, when it comes to SEO, your website pages count more than posts?

Adding pages to your site that focus on your key attributes is a great way to add links that can be used on multiple products. For our example, let’s say you are selling cruelty-free cashmere sweaters, adding pages like “Why Tibetan goat herders comb their herds” or “Cashmere shouldn’t be cruel” where the copy talks about why it’s important and also contains links to other resources, tells Google that this is something that matters. Google looks at the web of connections and ranks them (they won’t tell you exactly how) and then it serves up the top contenders. You will also be more likely to have others link to your internal pages, which is SEO gold.

If you’d like more help with improving your Shopify SEO download the Smart Shopify SEO Builder. It’s free, and packed with useful information.

What are legal requirements for product copy?

Posted on June 11, 2021 by Stylaquin1

There are legal requirements for product copy, and here they are.

Material content

Content refers to what the product is made of. If you are selling clothing you need to include what the fabric’s fiber content is and the percentage of each material. (100% Polyester, 80% Cotton 20% Linen, that kind of thing.) It isn’t tricky, it just needs to be there. There is an SEO opportunity in content because you can create a page for most content, say a page on how great linen is, or why Polyester is better for active sports. For more information about using content for creating internal pages download the Smart Shopify SEO Builder as well.

Country of origin

This is another important and easy thing to add to your copy. If you are not the manufacturer, and you aren’t sure what the country of origin is, check the product’s tag. Manufacturers are required to list the country of origin on every product. Your distributor will also be able to tell you. Creating meaningful product pages about country of origin to link to is often a stretch, however if the country of origin is unique or has meaning to the buyer it can be very relevant. Made in the USA is often worth promoting if you are selling to the USA. It is a bit of a buzzkill when your Irish Knit Sweater is made in Sri Lanka, but you are still required to list it.

Truthfulness

It should go without saying that making false claims about a product is illegal. Finding the hard edge of truth can be challenging when products are very new or untested claims. Be especially careful about making specific health claims and always check with your lawyer before making any claims. In general, if you find yourself saying “Well it could…”, don’t talk yourself into anything. Focusing on solving customers’ problems will do you more good than trying to fake a benefit.

But no one else does it…

It’s pretty easy to find examples of non-compliance. You can almost certainly get away with not listing content and country of origin. Here’s why you should bother: It’s easy to do and the end result helps your customer. Many people will make an effort to buy goods from countries they feel connected to. Many people won’t buy items made of certain materials. Linen wrinkles, cotton is a bad choice for on the water gear, polyester is bad for the environment. You can’t know your customers’ thinking on what an item is made from, but you can give them the choice. Google rewards complete information and more importantly, customers trust sites that provide complete information. Leaving them out may not get you served with a cease and desist letter, but putting them in will get you trust, and trust is priceless.

Stylaquin

Shoppers stay longer and buy more!

Monthly Archives: June 2021