Monthly Archives: October 2024

Understanding Cart Abandonment

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Understanding Cart Abandonment

It was in the cart, why didn’t they buy it?
According to the Baymard Institute, the average cart abandonment rate is 70%. That’s a really high number. Image if a brick and mortar retail store had 70% of shoppers put an item in their shopping cart and then just walk out of the store without buying it. There’s a huge commitment gap between putting something in an actual shopping cart and putting something in an online cart. Here are a few ways to close that gap.

Not enough information
In a retail store you can touch and feel the merchandise, you can try it on and see how it fits. You can’t do that online which means you are asking your customer for a leap of faith. Make sure you explain the features, benefits and details in the copy. No one reads copy until they want to buy something, then they read everything. Worry less about keywords and more about explaining the item, and why should they want to buy it. Think about what your customer needs to know in order to make a purchase. What is it made of? Does it run true to size? Is it super soft? Is it washable? If you don’t know what questions your customers have, ask your customers for input.

Not enough images, or not good images
There are beautiful images that make you think “Wow, I love that!” but they don’t show all the details. Say the model was being playful and is partially behind a tree or prop. Use the Wow image to get interest but make sure there are images that fully describe the product. The other side of that is too many images that confuse or overwhelm customers and slow down shopping. Aim for no more than five main images for each product. If you can fully explain the product in less than five, even better. If a product comes in multiple colors, you may have images for each color, which should not be counted as part of the five main images.

 

The cover of the Smart Shopify SEO Builder.

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Life
It happens to all of us, we’re shopping and then the phone rings, or the kid yells, lunch break is over, or the something does whatever. You never get back to shopping. This is where targeted ad programs that follow customers around the internet excel. If you just got interrupted, sometimes a little reminder will do the trick.

Boredom
Shopping online is very monotonous. Click in, click through the images, click out. Click in, click through the images, click out. Websites are so constrained that there is very little you can do. Adding AI like FindMine to introduce new products can make an 8-10% difference. Adding Stylaquin to transform the overall shopping experience by making it possible to flip through a site like you flip through a magazine has improved the number of products viewed by triple digits.

Too many tabs
Women in particular want to look at multiple items and compare them before making a final decision. They tend to keep items that interest them open in separate tabs. This isn’t a great way to keep track of things and like all cobbled together solutions, they tend to fall apart, and get closed or changed by accident. This is a structural problem that only Stylaquin truly fixes by giving customers an Idea Board that keeps all the items they’re interested in in one place, and lets them change colors and sizes till they have exactly what they want.

Online Shopping STILL Kind of Sucks

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Why hasn't online shopping gotten better?

The first blog post I wrote was “Online shopping kind of sucks” I am still saying that several years later. Yes, Stylaquin ROCKS. Yes, you should add it to your Shopify site. But WHY is it the only innovation aimed at women?

AI ain’t gonna do it

Honestly, the amount of time that is being spent on AI, and how AI is going to improve the shopping experience is insane. AI is, at its core, a predictive engine. There is no possible way you can show me exactly what I want, because I don’t know what I want. That’s why I’m shopping and not just buying. I’m going to pause here to give the men reading this a moment to throw back their heads and wail “See, they don’t even know what they want!”  Yes, EXACTLY! Showing me what you think I should want is going to be about as frustrating for me as trying to get YouTube to stop showing me heroic pet rescue videos after I watched JUST ONE. Alright, maybe more than one, but I do have other interests.

Let’s have a Steve Jobs moment

I don’t mean invent some amazing thing that will change the world. I mean look at what he wore. Jeans and a black turtleneck. EVERY DAY. Um, other than Elizabeth Holmes, women don’t typically have a one-and-done wardrobe. Websites are still focused on the speed aspects of shopping, getting shoppers in and out as quickly as possible. Which completely misses the point that women LIKE to shop. It’s a hobby, not a chore, we dig it—and do a lot of it. Most of it in fact. 

Women don’t love to shop because we find the exact right thing the minute we show up. I mean, sure, a good shopping moment is a victory shared with friends over coffee or wine, but without the hunt, where’s the fun? We love to shop because it’s fun to look at lots of nice things and think about how they would look. There’s a whole journey of discovery that isn’t being addressed. (By anyone other than Stylaquin that is.)

The foundational challenges

Online shopping sucks because it’s assuming that we are all looking for the thing we already know we want. If I want a navy blue, short-sleeved, 100% cotton tee-shirt—three clicks and I’m done. In real life, it’s just not that simple. What if I want the perfect top to go with the pants I know look good with the shoes I just bought; which have a sort of low heel so I can also wear them to work, and the top should probably also go to work on meeting days, but needs to work for date night too, if I go straight from work to the date? Now that requires some real thought. Men, if you just felt your face go numb, stop thinking that men are qualified to be in charge of women’s online shopping experience. This is who we are, and we do 87% of all online shopping. The female brain has evolved for over 300,000 years to be the finely honed instrument it is today. What you do with fantasy football, we do with shopping.

Stylaquin is a big step forward, but it’s not enough

I don’t want to diminish what Stylaquin does. Stylaquin shoppers stay 70% longer, view 185% more items, come back 3X more often and convert 3% more when they do. But Stylaquin can’t, or at least shouldn’t be, the only innovation aimed at improving online shopping for women. 

End rant.

Designed for women by Sarah Fletcher

Why women shop differently than men and how to fix them

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How can we fix women so they shop more like men?

Rewiring the brain would be both expensive and slow. It might be easier to take the joy out of shopping and make it into a chore.  Joyless shopping would need to be dull and repetitive. Clicking through endless carousels of images like we do now is a good start. Women should avoid Shopify apps that make shopping more fluid, like Stylaquin, because it gets rid of clicking altogether. The intuitive swipe or flick that brings up the look book pages where shoppers can see all the images at once, much like a magazine spread, would make women want to shop more because it would be more beautiful and intuitive. 

We’d have to make women settle for the first thing they find. One of the great tragedies of women is that we often have a keen fashion sense and care about how we dress. This forces us to shop longer, and in many cases, to keep oodles of tabs open with the things we like, but aren’t sure we want to buy. Fixing this will be a challenge, though current shopping that doesn’t let us collect and curate what we like so we can create outfits and see all our options in one place is a good start. A Shopify app like Stylaquin would be out of the question because it makes browsing fun and engaging. Worse yet it has an idea board where shoppers can save all the things we like, see them all together, AND edit colors and sizes until we get exactly what we want. It’s so much fun that men might actually learn to like shopping.

Most women enjoy shopping, which is one of the reasons women do more shopping than men.Of course if women learned to dislike shopping as much as men do, then men would have to step up and shop more. 

From Browsing to Buying: Online Shopping for Women gets a makeover

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It's time to really look at the online shopping experience for women!

Let’s be real: online shopping for women isn’t just about filling your cart and hitting “buy.” It’s a full-on experience. It’s about browsing, imagining, curating, and—let’s face it—living for that thrill when you find that perfect piece. But too many websites just don’t get it. They make you click, scroll, and click some more. Ugh. We deserve better than that, right?

That’s where Stylaquin steps in and changes the game. If you’re tired of the same old boring online shopping experience, it’s time to spice things up with a tool that was made for the way women shop: dynamic, fun, and totally in control.

Ready to take your Shopify store from “meh” to “wow”? Let’s dive into how Stylaquin’s features will have your customers living their best shopping lives.

Jessiz Boutique FB Ad for STQ Stores - text over window by Sarah Fletcher

Look Book: Because Who Wants to Scroll Through a Boring Carousel?

Let’s talk about the Look Book. If you’ve ever been stuck endlessly clicking through a product carousel, desperately trying to get a better look at the item you’re eyeing, you already know it’s a mood killer. But when a shopper drags a product onto Stylaquin’s bar, boom: instant magic.

The Look Book flips that basic carousel on its head and turns it into a full-on fashion magazine moment. Your customers can see all the beautiful images of that product in one swipe, just like flipping through a glossy catalog. But wait—it gets better: it’s faster, more dynamic, and, dare we say, a lot more fun. Who doesn’t love a little drama while shopping? The Look Book brings it in spades, letting your customers enjoy the kind of engaging, visual shopping experience they’ve been craving.

The Idea Board: Collect, Compare, and Play Around Like a Shopping Pro

You know that moment when you spot a handful of things you like but just can’t decide? Maybe you want a new pair of heels—but should you get the red or the nude? Or maybe you’re curating a whole new outfit and just need a little visual help. Enter the Idea Board.

This little gem lets your shoppers collect all the products they love (and haven’t quite committed to yet) in one place. They can add as many items as they want and then play around—change colors, swap sizes, move things around like they’re a personal stylist. Basically, it’s like their own virtual shopping closet where they can organize, compare, and feel extra about their potential purchases.

Not only does this keep them entertained, but it also makes it way easier for them to see how those shoes will look next to that cute top. We’re all about the curated shopping experience.

A Shopping Experience That Finally Gets Women

Let’s not sugarcoat it: women’s shopping habits are specific. We don’t just pick out a pair of shoes and call it a day. We’re about details, comparisons, and feeling connected to our purchases before we pull the trigger. Stylaquin gets this—and it’s why the Look Book and Idea Board are such a perfect match for women who want to make sure they’re choosing the right product.

The Look Book doesn’t just show a picture of the product. It brings all the product images together in a way that makes your customers feel the product—just like if they were in a store, touching and trying things on. And the Idea Board? It’s like your customer’s own little shopping sanctuary. The more your customers interact with the product, the more they fall in love with it. And when they fall in love, they buy.

Want to Boost Conversions? You Know What to Do

Now, let’s talk business. The longer your customers are engaged, the more likely they are to convert. Simple as that. And Stylaquin is here to help you maximize that engagement.

The Look Book keeps your customers glued to their screens, flipping through product images like they’re reading a new issue of Vogue. The Idea Board gives them the space to curate and compare until they’re absolutely sure that item is meant to be in their cart. The result? A higher likelihood that those “Maybe Later” items become “Must-Have-Now” purchases. 

Oh, and did we mention that the more engaged they are, the more likely they are to come back for more? Because that’s loyalty. Stylaquin’s interactive features build that loyalty by giving shoppers the type of experience that feels personal and fun. And who doesn’t want to keep coming back for more fun?

5 reasons women shoppers don’t come back and how to turn them around

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5 Reasons Women Shoppers Don't Come Back and How to Turn Them Around

1 – She didn’t find what she was looking for

If you don’t sell what she was looking for, say you do sell shoes but she was looking for horseshoes, then no harm no foul. If you do sell what she was looking for and she didn’t find it, then there’s a fix. Start with navigation. Does it clearly show the categories of products you offer? Remember that men and women shop differently. Using clothing as an example: Women are often not looking for a blue shirt, they’re looking for a romantic weekend boho shirt, or a high neck shirt to go with a pinstripe suit. If she is looking for an outfit and isn’t sure what she wants, are you helping her select. You may have a tab for tops and blouses, but would it help her if you added one for workwear or weekend fun? Does your website encourage exploring? If you want to make your site more engaging and fun to explore, consider adding Stylaquin to your site.

2 – She didn’t like the products offered

Your marketing team is trying to get as many eyeballs on your site as possible, they won’t all be a perfect fit for your brand. This is also where getting your best sellers front and center can help. They’re best sellers for a reason, show them off. Another thing to consider is site speed and how many products the average customer looks at. Making it faster and easier to shop will help her see something that sparks interest. Is your site fast and fun to shop? Yup, Stylaquin makes websites faster and more fun to shop.

Shopping designed for women Demo clothing - Woman Long (Video) by Sarah Fletcher

3 – She didn’t like the prices offered

I’m going to say something that may surprise you but, price is actually meaningless because the customer determines value. If a very chic person visits your site and it offers discounts and shouts low prices, then even though the prices are low she probably won’t buy. If a price-conscious customer comes to your site and it looks stunning and very high-end she probably won’t buy. Your site will attract a specific type of buyer, but you can attract all buyers to one site. If you have a very high-end site make sure your images are high quality, keep copy to a minimum and never make the prices end with .99. High-end shoppers want to spend money, let them. If your site caters to bargain hunters, then shout out prices, make every price end in .99 and look at things like countdown clocks for savings, sale items, and secret savings offers. Customers will self select fairly quickly, so focus on your home page and make sure it will connect with your target customer.

4 – She didn’t see herself reflected in the site

If you’re selling a niche category, like hunting, golf, or sporting goods, for instance, make sure that it doesn’t look like a boys club. Women make 87% of all online purchases. Are women featured on the home page? Do you have content designed for women? Take a look at your site with fresh eyes. Often things shift over time and if your design team is using manufacturer’s images your site may not reflect that it has products for women.

5 – She didn’t have fun shopping

This is where Stylaquin can really help. online shopping was designed by men for the way men shop, but women shop differently. Stylaquin makes a website more fun to shop because she can flip through it like she flips through a magazine or catalog. Shoppers view more products in less time, so they see more things they like. Stylaquin also adds an Idea Board so she can see all the things she is interested in together and then change colors, sizes and even move them around before checking out. Stylaquin shoppers stay about 18% longer, view 70% more items and come back 3X more often. It’s easy add Stylaquin to any Shopify site. To learn how Stylaquin can help you increase customer engagement, visit Stylaquin.com.

Easy or sleazy – the problem with buy, Buy BUY!

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There's a fine line between making it easy to shop and sounding sleazy

I recently started noticing a new feature on Shopify that adds a Buy button to the thumbnail images. Think about that for a minute. It obscures the center portion of the first image shoppers see of the product and tells them to buy it. That feature is seriously putting the cart before the horse. Unless the shopper knows exactly what they want to buy, and can fully understand what is being offered without any additional information like what it’s made of, what features it has, and how much it costs, there is zero chance they will click a buy now button. If they want to learn more they have to click on the portion of the image not covered by the buy button. That means the button is actually in the way of the sale. It becomes a barrier. There aren’t a lot of use cases where this would be the ideal customer journey. I could see it working for groceries, menu items like adding pepperoni to pizza, or some hardware categories, but not for much else. 

Think about who your customer is.

If you’re selling deeply discounted items to a cheap customer, you want to sell, Sell, SELL! However, if you’re selling to a luxury, high-end customer, or anyone who’s shopping for value, selling too hard can sound sleazy. Everyone loves a deal now and then, but selling too hard can actually hurt sales.

If you have been in online marketing for a while, you’ve probably heard of Amy Africa. In the early days, when online marketing was figuring things out, Amy tested everything, EVERYTHING. One of her golden rules was to always add a big red Buy Now! button. Design standards change with time but making buying easy is always a good idea. 

How do you find the line between easy and sleazy? 

Start with your target audience. For a lot of founders and entrepreneurs, the company brand is just an extension of their taste. However, if you are not a member of your target demographic, you can and should ask your customers. A/B testing should teach you a lot about what your customers actually want, not what they say they want. Here’s a video showing how to A/B test on Shopify.

The line between easy and sleazy is probably closer to the sell side than you think it is. I see so many sites that don’t have any meaningful salesmanship at all. So the first question to ask yourself is are you selling at all? I don’t mean are you offering your products to customers, I mean are you selling products to customers? I can show you a picture of a scented candle and tell you it’s made of soy, burns for 12 hours, and smells like pine. Or I can show you a picture of a candle and another of a deer running through a misty pine forest and tell you that you can bring the scents of an enchanted forest into any room in your house. Or I can show you a picture of a candle and a Christmas tree and tell you that you can fill your room with the smell of Christmas. The first example is offering the candle, the last two are selling the candle to different audiences. Selling that helps customers find things that will spark joy is never sleazy. 

Making the buy button bigger, or red, or so the first thing they see isn’t going to sell more products. You can’t demand customers buy something. You have to show them why they can’t live without it.

Shopping designed for women Demo clothing - Woman Long (Video) by Sarah Fletcher