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COMPLETE Shopify Tutorial For Beginners 2024 - How To Create A Profitable Shopify Store
30 ideas de marketing sacadas de «COMPLETE Shopify Tutorial For Beginners 2024 - How To Create A Profitable Shopify Store», de Davie Fogarty. Sobre todo…
- 30 ideas despiezadas
- Fuente Davie Fogarty
- Dura 52 min
- Publicada en 2021
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Retención y relación con el clienteAl dirigir tráfico de pago o redes sociales a un comercio electrónico, capturar suscriptores y recuperar carritos abandonados mediante email marketing reduce el costo efectivo de adquisición y aumenta las conversiones globales, convirtiendo la lista de correos en un activo propio clave.
The reason why email marketing is so important is because if you're buying traffic or doing lots of organic social media, trying to send a lot of hype to your website, you're going to want to make sure that people actually sign up to email lists, or even if they add to cart and then abandon the cart. And you want to keep in touch with those customers. It's going to drive the cost of your advertising down. And yeah, just make sure that you convert more people. That email list is a huge asset to your company and your brand.
Escúchalo en el minuto 33:51
Retención y relación con el clienteAl dirigir tráfico de pago o redes sociales a un comercio electrónico, capturar suscriptores y recuperar carritos abandonados mediante email marketing reduce el costo efectivo de adquisición y aumenta las conversiones globales, convirtiendo la lista de correos en un activo propio clave.
The reason why email marketing is so important is because if you're buying traffic or doing lots of organic social media, trying to send a lot of hype to your website, you're going to want to make sure that people actually sign up to email lists, or even if they add to cart and then abandon the cart. And you want to keep in touch with those customers. It's going to drive the cost of your advertising down. And yeah, just make sure that you convert more people. That email list is a huge asset to your company and your brand.
Escúchalo en el minuto 33:51
Flujos de email iniciales esenciales: serie de bienvenida y recuperación de carritos
Retención y relación con el clienteAl configurar el email marketing en una tienda online, las dos primeras automatizaciones fundamentales que deben activarse son la serie de bienvenida y el flujo de rescate de carritos abandonados.
But for now, you know, if you do want to jump into it ahead, make sure you set up your welcome series and also your abandoned cart emails, which is pretty easy to do.
Escúchalo en el minuto 33:28
ConversiónNo contar con las principales opciones de pago esperadas en el mercado objetivo (tarjeta de crédito, PayPal y servicios de pago a plazos como Afterpay) provoca una pérdida directa de conversiones.
So payment settings, you're going to want to provide as many payment providers as possible They've become very accustomed to having Shopify payments, which is just or Stripe. Then also PayPal is really important. And then finally, after pay is really important. Now, if you don't have all three of these payment providers, chances are you're losing a lot of conversions.
Escúchalo en el minuto 41:10
Estructurar la descripción de producto en viñetas breves en lugar de párrafos densos
Mensaje y copywritingEn la página de producto conviene presentar los beneficios y características en puntos o viñetas cortas y fáciles de escanear, ya que los bloques largos de texto reducen la legibilidad, lucen poco profesionales y los usuarios tienden a ignorarlos.
I like to use dot points here to make it really digestible. So do a lot of other bigger brands. You just want really short snippy descriptive terms about your product to educate people. If you write big paragraphs of text here, it's going to look unprofessional and people aren't even going to read it. We really want to come into this section and use these formatted dot points to make it really digestible.
Escúchalo en el minuto 14:08
Añadir un botón flotante de 'Añadir al carrito' en la versión móvil
ConversiónImplementar un botón flotante de compra que acompañe al usuario mientras hace scroll en la página de producto móvil reduce la fricción y mejora la tasa de conversión.
Another great feature to make your website more professional. Is a floating add to cart on mobile. So this will follow them as they scroll on mobile. And it's just about increasing that conversion rate.
Escúchalo en el minuto 44:57
Canales de adquisiciónAntes de lanzar campañas de SMS marketing es imprescindible verificar el cumplimiento regulatorio estricto y contar con el permiso explícito de los usuarios, ya que el incumplimiento conlleva multas y sanciones legales severas.
Now, don't just jump into SMS marketing without doing your research and making sure that you are compliant. You can get huge fines and get in a lot of trouble for that. PostScript will actually work with you. Make sure that you're compliant. Make sure that you've got all of the permissions from the user before you start doing that marketing, which is really important.
Escúchalo en el minuto 34:36
Incluir el costo promedio de envío en el COGS para reportar el margen neto real
Medición y experimentosAl configurar el costo unitario por producto en la tienda online, conviene incluir el costo promedio de mensajería para que los reportes automáticos reflejen con exactitud el margen de beneficio neto.
So let's just say it's $5 and it is nice enough for you to calculate your margin and your profit. I like to make this cost per item inclusive of my average career costs because later on, when we set up our reporting, we're going to get a more accurate result of net profit margin.
Escúchalo en el minuto 20:17
Priorizar temas básicos y gratuitos frente a plantillas de pago complejas al iniciar un ecommerce
ConversiónNo es necesario comprar temas de pago con funciones complejas de urgencia y conversión al arrancar una tienda online; un tema gratuito y básico es suficiente para validar y escalar marcas millonarias.
So Shopify actually has some really good basic themes. There are some themes out there that you can go and buy. And those themes have a lot of conversion rate factors built in. It's like certain urgency responses like timers and things like that that are proven to make your customers purchase more. I don't think this is necessary, especially if you're just getting started. We're just going to use a basic free theme. I really like the debut theme. The OODI is built on that. Calming Blankets is built on that. So you can definitely get very, very far using that theme.
Escúchalo en el minuto 3:38
ConversiónLos botones primarios de una tienda o landing page deben tener un color que contraste fuertemente con el fondo y la paleta general para destacar visualmente y maximizar la tasa de clics.
So we can come in here and go primary buttons and you should have your brand colors. And just for the sake of quickness, I'm just going to pick a yellow. We want our buttons to stand out and be contrasting because then they'll get more clicks.
Escúchalo en el minuto 12:00
Oferta y precioEstablecer el envío gratuito únicamente a partir de cierto umbral de compra o cantidad de unidades (cobrando el envío en compras de una sola unidad) incentiva al cliente a añadir más artículos a la cesta para elevar el valor medio del pedido.
So we're going to just for example sake, I think we might have to do a tiered shipping structure for this store. So if you buy X, you get free shipping, but if you only buy one unit, you don't get free shipping to try to incentivize the increase in average order value.
Escúchalo en el minuto 37:45
Cálculo integral del precio en ecommerce considerando costos operativos y CAC
Oferta y precioAl establecer el precio de un producto en ecommerce, es indispensable realizar el cálculo integral de costos incluyendo coste del producto, flete internacional, envíos locales, obligaciones fiscales y el coste de adquisición de clientes (CAC) publicitario.
You're going to want to make sure that you've done all of your calculations, including your product costs, uh, your courier costs, your freight costs to actually get it into the country. You need to understand the taxes that you're going to have to pay with a product. And finally, how much does it cost to acquire a customer? Which is your advertising costs today.
Escúchalo en el minuto 18:51
Incluir un botón de llamada a la acción (CTA) visible 'above the fold'
ConversiónUbicar un botón de llamada a la acción en la sección superior de la web que sea visible sin necesidad de hacer scroll ('above the fold'), sobre todo en versión móvil, facilita la navegación y orienta al visitante directamente hacia la conversión.
It is also really important that you have a button or a call to action in the very top section. We call this a top section above the fold. So when you go into your, on your mobile and you go into the website, it's, you don't have to scroll to see anything.
Escúchalo en el minuto 10:07
Alinear las tarifas de envío con las regiones geográficas de origen del tráfico
ConversiónRevisa periódicamente la analítica web de la tienda para confirmar que tienes métodos y tarifas de envío activos para los países o regiones que más tráfico generan, evitando que los usuarios abandonen la compra al no encontrar opciones de entrega.
Now, if you are getting a lot of traffic to your website, you need to check Google analytics or even your Shopify analytics to check that you've got shipping rates set up for those regions, because chances are people are trying to buy from that region and you don't have any shipping rates for it.
Escúchalo en el minuto 40:30
Uso de precios tachados e insignias de oferta para aumentar la adición al carrito
ConversiónConfigurar un precio de comparación tachado junto a una etiqueta visible de oferta actúa como un detonante de conversión que eleva la propensión de los usuarios a añadir el producto al carrito.
Um, and then this compare at price is what we call the strike through price. So this is the price that, you know, it's sale is down from X or Y. So now you can see it's $39 down to 29 with a strike through and Shopify has added a nice little conversion element for you by saying it is on sale that will, um, increase people's likeliness to click add to cart.
Escúchalo en el minuto 19:26
ConversiónLa barra superior de anuncios (announcement bar) es la posición con mayor visibilidad de la página y debe utilizarse para comunicar la oferta comercial más relevante, como umbrales de envío gratuito o cupones de descuento.
We've also got this really cool section here, which is show announcement tab. This is very, very common with Shopify stores on most e-commerce stores. It's where you really put your offer because it's the highest in the page. It's going to be the section where you really put your sales messaging. Maybe it's free shipping over a certain sales threshold, or maybe it's like a discount code or something like that.
Escúchalo en el minuto 7:19
ConversiónLa barra superior de anuncios (announcement bar) es la posición con mayor visibilidad de la página y debe utilizarse para comunicar la oferta comercial más relevante, como umbrales de envío gratuito o cupones de descuento.
We've also got this really cool section here, which is show announcement tab. This is very, very common with Shopify stores on most e-commerce stores. It's where you really put your offer because it's the highest in the page. It's going to be the section where you really put your sales messaging. Maybe it's free shipping over a certain sales threshold, or maybe it's like a discount code or something like that.
Escúchalo en el minuto 7:19
Priorizar el diseño 'mobile-first' en tiendas online
ConversiónDado que la mayor parte del tráfico web en comercio electrónico proviene de teléfonos móviles, es aconsejable construir y validar la tienda primero en su visualización móvil antes de pasar a la versión de escritorio.
the theme builder is coming into up here and going clicking mobile. So we can check our theme on mobile. Most traffic will be mobile onto your store. So don't neglect it. One tip that I do have is you can actually build your whole store in mobile version first and then head to the desktop. Shopify is very responsive, so it should look pretty good in both. But prioritizing mobile is a good idea.
Escúchalo en el minuto 6:55
Reemplazar el menú de catálogo por un enlace directo de compra en tiendas monoproducto
ConversiónEn tiendas de comercio electrónico enfocadas en un único producto, conviene eliminar el catálogo general de la barra de navegación y colocar un enlace directo hacia la página del producto con un llamado a la acción claro (como 'Comprar hoy') para reducir pasos hacia la conversión.
The other thing that you can do, considering we're a one product store, we're going to remove this catalog. And we're going to make sure that we're linking directly to our product. So, we're going to do the lemon scrub cleaner. And we're going to do buy today. And click save. I'm going to put that up here, just a little bit higher because it's prioritization.
Escúchalo en el minuto 49:55
ConversiónUna tienda online no necesita un diseño gráfico perfecto ni sofisticado para generar ventas; las webs simples suelen convertir mejor si transmiten confianza mediante un logotipo profesional, imágenes claras de producto, reseñas, preguntas frecuentes y políticas de envío transparentes.
Again, have your reviews, FAQ, all of those kind of things. The truth is, your website does not need to look perfect to convert. Often the simplest websites are the highest converting. And Shopify has really built trust with their basic themes. What is really important though, is that customers have faith in the process. So, customers have faith in the brand. There is a professional logo, clear product imagery, clear communication around shipping times. But overall, my advice for you would be to not get too hung up on the website design as a whole. If your product is right and your product…
Escúchalo en el minuto 50:34
Investigación de mercado y clienteLos productos disponibles en Alibaba que no se encuentran en AliExpress representan mejores oportunidades de negocio, ya que el requisito de pedido mínimo (MOQ) crea una barrera de entrada que evita la competencia masiva de dropshippers.
So AliExpress in short is mainly a dropshipping store. and do relatively larger orders than AliExpress. So AliExpress, you can get one or two units. It's very cheap to start dropshipping. Whereas Alibaba, you know, a lot of these suppliers are going to be expecting, you know, an MOQ, which you can kind of see here, a hundred pieces. Some of these products on Alibaba will be on AliExpress. But the ones that aren't are generally the ones that we like to say aren't saturated. So there's not a million kids trying to dropship them. They're great opportunities, those products.
Escúchalo en el minuto 0:30
Desactivar envíos internacionales genéricos para evitar ventas a pérdida
Oferta y precioMantener habilitada una tarifa plana de envío para el resto del mundo sin haber costeado fletes por país expone a la tienda a márgenes negativos y problemas de logística internacional; es preferible eliminar zonas globales y activar únicamente países calculados individualmente.
But for now, what I'm actually going to do is I'm actually going to delete rest of world. What this rest of world means, if a customer comes to you from anywhere in the world and goes onto your website, they're going to be able to purchase your product. Chances are, if your product is large enough, you know, $20 isn't going to cover the shipping rates. It's really hard to set up shipping labels. It's really, really difficult to ship to some, you know, some countries in the world. So you really want to make sure that you've done the math on all of the countries that you plan to ship to. So I…
Escúchalo en el minuto 38:06
ConversiónMostrar reseñas que incluyan fotos reales de clientes vistiendo o utilizando el producto genera mayor percepción de autenticidad y confianza en la página de producto que los testimonios de solo texto.
It's really important to have photo reviews at the moment. People can tell that they're more authentic and real. I can show you on the OODI from real customers wearing and experiencing your product, which is here.
Escúchalo en el minuto 35:19
ConversiónRedimensionar las imágenes de producto a aproximadamente 1000 píxeles por lado antes de subirlas evita que archivos de excesiva resolución (como 3000 píxeles) ralenticen la velocidad de carga de la tienda online.
There'll be a couple of experienced people out there that this image is ginormous. It's 3000 pixels. So that is going to slow our website down. We need to shrink that down to, you know, around 1000 pixels on each side to make sure that it doesn't slow it down.
Escúchalo en el minuto 15:54
Canales de adquisiciónAl configurar una cuenta comercial en Facebook Business Manager, conviene registrarla utilizando los mismos datos y correo electrónico del perfil personal preexistente, ya que la antigüedad e historial de la cuenta transmiten confianza al sistema publicitario y previenen bloqueos o fricciones de verificación.
Once you have this as a sales channel, one thing that I do actually recommend that you do is head to business.facebook. And make sure that you've set up a business Facebook before you kind of link all your Shopify settings. You're going to want to make sure that you use all the same details as your existing Facebook. Because there's a lot of trust behind that. Use the same email.
Escúchalo en el minuto 28:58
Optimizar el nivel del plan de e-commerce según el volumen de ventas y las comisiones de pago
Medición y experimentosA medida que aumenta el volumen de transacciones, migrar a planes superiores de la plataforma de e-commerce resulta más económico debido a la reducción en las tasas y comisiones de procesamiento de pagos.
If you are going to do a certain amount of sales, it's going to become cheaper to do the Shopify plan or the advanced Shopify plan because the payment rates are cheaper. To figure this out is Shopify plan calculator, which is really cool.
Escúchalo en el minuto 24:52
Complementar la tienda online con advertorials de respuesta directa
ConversiónLimitar el embudo únicamente a la ficha de producto o tienda estándar suele desaprovechar conversiones; crear advertorials y páginas de preventa basadas en respuesta directa ayuda a persuadir mejor al tráfico frío y elevar las ventas.
I'm also actually going to design an advertorial. This advertorial is going to be part of a more direct response sales page process that is going to increase our conversion. Often, what brands will do is they'll only create their basic, you know, nicely branded Shopify store. So, they're leaving a ton of money on the table.
Escúchalo en el minuto 51:42
ConversiónLa imagen principal de la cabecera debe permitir que el usuario entienda qué producto se vende en el primer segundo tras ingresar a la tienda, evitando imágenes sobrecargadas o con texto incrustado de fondo que perjudiquen la lectura.
Because this text section is really important, we probably want to avoid using image with text on it in the background because that's just going to look terrible. of a text underlay over the text. See how there's text underneath text? That just looks terrible. Problem with this image is probably that it's not really highlighting the product at all, and we really want people to understand exactly in the first one second, clicking on the store, what we're selling. It's not overpowering. It has the product in it. The text still works.
Escúchalo en el minuto 8:29
Uso de la historia del fundador para generar confianza en marcas emergentes
Marca y posicionamientoEn pequeños negocios y marcas emergentes, la página 'Sobre nosotros' debe estructurarse contando la historia del fundador y el origen del producto, ya que humanizar la marca y transparentar el propósito genera seguridad y reduce la fricción de compra en nuevos visitantes.
So, the other pages that we also want to create is an about us. About us, where we talk about our brand. So, with this about us, it's going to be, you know, the founder story, how we came up with the product and so forth. Anything that makes your customer feel very safe to be on your website. So, a great about us, I always love this site, is Bashans. And they have this awesome story here about our story. This is, you know, as a small business, you really need to make sure that you're telling your story.
Escúchalo en el minuto 48:44
Marca y posicionamientoUn pie de página (footer) bien configurado con enlaces y redes sociales activas genera credibilidad y legitima la marca frente al visitante, diferenciándola de tiendas online fraudulentas o poco profesionales.
This is where you add all your social media channels, and then that's automatically going to populate things down in your footer. That's really important because this kind of footer structure is becoming quite well known. If you go to any really big website, big multinational, they'll have a really nicely structured footer. However, when you go to like a really scammy store that you don't trust, they might just have a really basic footer kind of like this. So it's really important that you populate it and take the time to set up this footer.
Escúchalo en el minuto 7:46
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