Scaling Up Shopify?
Focus on Customers Jobs to be Done

7 Min. Read

Putting oneself in the shoes of the customer in order to understand the customer journey is a necessary step for every business, just as eliciting customer feedback is through customer surveys. Both are effective strategies for improving the customer experience.  However, when scaling up Shopify you need to take customer experience to the next level through personalization.  This can be achieved by using your analytics data to interpret motivation and to define personas based on the customers jobs to be done.

Every product has a range of uses, from the common uses to the darn right bizarre.  Before taking on expensive upgrades on services, and Scaling up Shopify, take time to target each of these use cases, even target the bizarre because these can be humorous, and great for social media. 

When scaling up Shopify from 1000+ orders a month, it is easy to miss-step, with ever-increasing administration comes an increasing need to optimize through time-saving tools and other tools that can leverage the increasing amount of data that comes with increased traffic, sales and support.  Such tools come at a cost, but the right tools save far more than they cost, but only if you have maxed out your existing capacity. 

Shopify is priced according to features, ie features such as useful KPI reporting are typically needed by bigger stores and are therefore limited to higher plans which are costly.  Therefore stepping up to the next level too early, is a potential minefield.  The problem for users is knowing when to take that step and how to do it effectively.  This is where access to data and reports is necessary to optimize sales on every plan before upgrading.

Understanding Customers Jobs to Be Done.

Users visit your store with an interest in a product (or service), but in most cases, the product is a means to an end, in other words, it is through the use of the product that the customer can achieve something.  Here lies the customer’s motivation.  In order to maximize sales, you need identify the motivating factor, the pain point that the customer is trying to overcome with your product so that you can sell the product in the context of their need.  You should be selling the outcome of using your product/service rather than the product itself.

While Shopify analytics are of limited use here because custom reports are only available on the most expensive plans.  Here you need to resort to using a tool like Conversific to interpret your Shopify Google Analytics data.

How to Identify Customers Job to be done?

Every touchpoint is an opportunity to better understand your audience.  Ergo, the more touchpoints you have the better (that you can effectively manage).  You need to engineer opportunities to communicate proactively.  Consider this effort as mini ‘product projects’. Great ways to engage customers about your product/services.  

Here, offering incentives is effective, for example:-

  • Offer a discount coupon via a popup or a link for the completion of a survey about the product/product range or category.
  • Offer a guide or a discount to completing a job to be done via a link or button, that when clicked generates a chat conversion and then just ask them, a Chatbot can be useful here.
  • Provide static content for the various use cases. Video and image guide of use of the product for these jobs to be done (demonstration) are big convertors.
  • Go out on the street and just ask people what they would use the product for.
  • Create product package variants (with addon related products) that lend themselves to specific tasks.

Understanding their purpose/job to be done enables more effective upselling and cross-selling of additional products. 

Job to be done Content Conversion Funnel

So you think you know your customer’s pain points, well great!  Now you need to generate a way to automatically segment visitors onto content paths (conversion funnels) tailored to the jobs to be done.  Here you need content for differing levels of experience.  Leverage manufacturers sales videos where possible or/and create a simple unboxing video, followed by scenes where the demonstrator uses the product for different tasks.

Probably the most effective strategy for growth is to identify products that work well together, that can be sold together.  Say you have a job to be done conversion funnel, choose products to stock that further assist with getting that job done.  Here you are utilizing existing content, adding cross-selling links and mentions at opportune moments.  Take for example a General Household Store and the example of painting and decorating.

Job to be done example.

Job to be done – Painting house / decorating

What are they painting?  A room, inside, outside, upstairs, downstairs.  Precisely what room?

Every piece of information enables you to offer additional products to upsell or cross-sell.

Items in stock that might be useful for painting the house

  • Paintbrushes, rollers
  • Ladders
  • Plastic sheets
  • Paint
  • Wall Paper
  • Sandpaper
  • Lighting
  • Mold spray
  • Masks
  • Gloves
  • Decorative styling items
  • Silicone Sealant (bathroom / Kitchen)
  • Room accessories

The list goes on and on but ultimately, what you are selling is not the items per se, but rather the after effect, the finished product.  Since every purchasing decision is an emotional one, you need to sympathize with their current predicament, – let them know they are not alone in their pain and offer them a vision of the final product, the beautifully painted ….. something (you need to find out what through your customer communication touchpoints).  The before and after comparison where before is now and the after is what and how they achieve it using your products – to get the job to be done.

Customer Experience is Central to Scaling Up Shopify.

The customer experience is now at the heart of ecommerce because Google Search and search engines, in general, are getting smarter.  Through machine learning, Google search can now interpret search queries and with great effect assign search intent.  Google can now interpret what the user is trying to find out (the job to be done) even if they don’t use the right words. 

Website content is now scored based upon user engagement through time on page, and bounce rate back to Google, thereby defining useful vs not-so-useful content and then ranking this content accordingly.  The intent behind the search query is now at the heart of everything, product selection, SEO, and CRO making it essential to focus on the typical jobs to be done with each and every product selected. 

Today if you wish to scale up Shopify it pays to build up your organic traffic alongside your other paid channels, – become less reliant on PPC advertising.  You can do this by providing a great experience and building loyalty and repeat business.  Therefore you need to invest in content that covers every aspect of the use of your products/services from the consumer’s perspective.  

As outlined above, great, informative content, providing the information the searcher is looking for will result in a lower bounce rate and better engagement, sending a positive signal to Google search.

How to Decide Where to Invest Time and Effort (which products)?

Interpreting your data correctly is the starting point for scaling up Shopify.  Unfortunately, this is made difficult by Ecommerce Platforms like Shopify who only provide access to the KPI reports necessary once you have already committed and upgraded (Shopify reports are limited by plan).  But if you are at just 1000+ orders a month you need access to reports prior to upgrading to maximize the plan you are on first.

Analytics is for analysts. Conversific is for Shopify stores.

Here you can take an alternative path to the data you need because Shopify provides the ability to add Google Analytics to your Shopify Store.  The idea of relying on GA for your Shopify store is far from appealing, however all you will need it for is the tracking technology it provides, once the tracking code is setup, for the rest use Conversific.  

Conversific utilizes GA tracking and data, integrating data display from the Shopify / GA databases, providing a holistic view of everything you need to make better decisions, with simple dashboards and date range filtering, you’ll have the custom KPI reports that Shopify provides only on higher plans.  Everything you need to scale up Shopify can be found in Conversific in terms of data management requirements.

Conversific also provides insights, common points of improvement that are easily missed.   Stop losing customers unnecessarily. Try Conversific today.

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