by Adam Pearce

‘But I can get a guy to build a store for $500?’

We hear this a lot. It’s true. You can get a Shopify store built for $500. You can also get a pizza for 5 bucks, but why do we buy a $15 pizza from Domino’s? Why do we buy our sneakers from Footlocker at $200 and not Target for $30? We could save a whole heap of cash! No?

Ok. So it’s all about the end result - the taste, the fit, the experience, the quality. As consumers, these things matter to us. As a consumer of a Shopify site build, you’re not only trying to satisfy your own desire for taste, fit, etc - you're trying to satisfy the needs of others. Jeez. That sounds tricky, right? It’s like buying that $5 pizza and then expecting you, your grandma and the weird guy who works in the pet store a few blocks away to all be satisfied. It’s a long shot.

So for us, this analogy is how we look at website builds, so we’d like to take you through our approach to creating that Domino’s pizza.

1. Who, What, Where? - Defining the demographic.

It’s difficult starting a Shopify store. We’ll discuss the e-commerce ‘Chicken and Egg’ equivalent of ‘Customer and Product’ in a later blog, but the key first step of creating a site for our clients is:

Who - Who are you selling to? How old are they? Where do they live? What do they do at weekends? Where do they shop? On average, we tend to define around 26 demographic traits for a Shopify store, through our demographic profiling report service. Whilst that sounds like a lot of information, defining who you are selling to is key not only in the design of your site, but also in marketing and selling.

What - What exactly are you selling? Who does it better than you? Who does it worse than you? These are just some of the questions that we work to establish with our clients. Sometimes it’s tough. We have tough conversations, but this helps to clearly define what the Shopify store will be and won’t be doing.

Where - Where are your potential customers getting their fix now? What makes that experience good for them? What don’t they like about that experience? All of the where questions help our clients to do things better. After all, we want to be Domino’s Meat Supreme, not Joe’s limp margarita.

2. How do we show them how we can fulfil their needs? - Designing the approach.

Once we worked with our clients on defining the demographic, only at this stage can we begin to start looking at pretty colors and zany fonts. This is a difficult part of the process and why we always ask our clients to work on developing a ‘split personality’. Whilst you may love pink butterflies and yellow spots on your site, this may not be the style that your ultra hipster target market digs. So when it comes to designing the approach i.e. the look and feel of the site, we use the data collated in the first step of our approach to conceptualizing the design.

3. How do we fulfil their needs? - Designing the experience.

One of our friends bought a mid-ranged car a couple months back. Looked great - great paint job, these crazy lights that go blue, nice looking interior. Sweet. But then he picked us for a drive. As he moved up the gears, we heard the clunks and the clicks and felt the well-worn roads on our behinds. It wasn’t great. It’s like the moment you visit a Shopify store - you see a beautiful home page image and then you take a look at the products, but the products are not arranged well, you can't easily get to the cart, and the blog...well there isn’t one. Like we did with our buddy - you hop out and take a walk.

Whilst we agree that design is important - navigation, ease of use and speed are of the utmost importance when we create Shopify stores with our clients. During our roadmapping process, we spend a big chunk of time working on getting these elements right. From our experience, whether your home page image has a filter or not has far less impact on customer’s leaving your site than a navigation menu that isn’t easy to use. Period.

4. How do we leave them yearning for more? - Optimising the experience.

At this stage of the game, we’ve defined the key elements of the site, but this still means that we could build a ‘hotel in the desert’ (See our about us page for more information on this). So, using the data we collated at the first step of our process, we now work with our clients to optimise the experience. From invoking trust, to social media marketing, to SEO - all of these factors optimise the experience for customers. What’s crucial here is that all of these elements are part of the total experience of your Shopify store. Think about that Domino’s experience – it’s not just biting into that creamy melted cheese, it’s the fact you got a coupon code for 10%, ordered via an easy to use online app and had your Pizza delivered in 20 minutes by a guy who looked clean and didn’t expect a huge tip. All of these things are part of that experience that we think about for our clients and translate these into online experiences for customers. We define this as a 360 marketing program, which enables our clients us to strive and not just survive.

Now, we know that we’re not for everyone. In fact, you may be reading this and thinking that already. That’s fine, we’re not offended. Seriously. Choosing business partners is a tricky business – trust us, we have to make decisions like this all the time. But let us ask you this – Is building a valuable, income generating business in your interest? It’s in ours. Over 50% of our sales revenue comes from existing clients who are continuously optimising the experience of customers, and maximising the potential in their businesses. So, that’s why we don’t build Shopify sites for $500.

Ready to not build a Shopify site for $500?

BOOK YOUR FREE 30 MINUTE CONSULTATION NOW

Adam Pearce
Adam Pearce

Adam is the chief copy writer, marketing consultant and maker of tea at Blend Commerce. Oh, and he helps Shopify store owners Launch, Grow and Automate their businesses.

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