SHOPIFY 1% WINS: The 60 Seconds That Make or Break Your Shopify Store

Jay Myers: Hey friends, guess what? You're joining me today. On my walk with my dog. So I'm literally walking down a path as we speak. Got my dog with me. You might hear a car driving by. There's a jet flying in the air right now, so the birds are chirping. So there might be a little bit of background noise, but I am gonna do my S one P short on my walk today.

So, this one won't be a super long one, but I guarantee it will be an impactful one because what we're gonna talk about today. Is the first 60 seconds of when someone hits your website, the most important time of the entire buying journey. And yes, every part is important, but the vast majority, it's, it's upwards of 50 to 80% for a lot of brands.

Visitors leave within the first minute, so you need to get this right if you don't get this right. None of that other experiences, those amazing cross sells and upsells and funnels, none of that matters. Okay, so what I wanna talk about today is the three things that a visitor or a customer needs to say in their head as they land on your site.

Okay? Now. This isn't going to go against any traditional wisdom of selling, you know, being benefit driven versus feature driven. That all still stands. You wanna sell your, sell your benefits, not the features. So if you're selling coffee, don't talk about the beans, talk about how it makes them feel, et cetera.

But this, this is more of what the visitor needs to feel when they hit your homepage. Okay? So let's get right into it. The first thing a visitor needs to feel, and I say visitor because they're not a customer yet. The first thing they need to feel when they land on your site or say in their head, is OMG, that's me! Like, oh my God, that's me. That's, they need to feel that. So whether it's furniture, whether it's coffee, whether it's skincare, they need to. Identify. So it can be the decor and the furniture, pitches, pictures, it. If it's skincare, it can be maybe a question in the hero image saying like, do you suffer with this type of skin issue?

Does your, does it hurt when you put on socks in the morning or something? I don't know. Like something it can be an image, it can be video, it can be a question that makes them identify and in their head, say. "OMG, that's me". So it rhymes. So that's easy to remember. Number one. And one of the best ways to do this, I just wanna say, is with a quiz.

I think quizzes are one of the most underutilized tools right now, and I'm sure you've seen this, where you've landed on a site and there's this kind of quiz, like let's just say dog food, and you're buying dog food. And a quiz pops up that says, tell us about your dog. What's your dog's name? My dog's name is Solo.

It's all you solo. My dog's name is Solo. What does your dog look like and you like, there's maybe like five pictures of different dogs and says, does your, does your dog struggle with tiredness in the afternoon and falling asleep? I dunno. Like more than he should or something. And you say, yes. Something that identifies right.

And so like I can say, yes, that's, that's me, that's my dog. And if it's skincare, same thing. Like, do you struggle with this, this type of of issue, probably have an image. But quizzes are a great way to instantly get that person to say in their head, oh my God, that's me. Now. Just one thing I wanna say about quizzes is yes, it does introduce more clicks.

And a lot of people will say get rid of, reduce as many clicks as possible from the point they land on your site to when they check out. And generally that's true, but there are good clicks and bad clicks. And a well done quiz is what we call micro conversions. And so each one of those is actually a conversion that leads wards.

The bigger conversion. So like taking someone to buy your $150 skin lotion might not be that successful when you go right to the product. But getting, putting them through a, a quiz funnel where you ask a question, oh yes, that's me. And, and I'm gonna get to the step two and step three in a minute, but is very effective.

So I don't know what the percentage is, but I'm willing to bet that like less than, I don't know, like it's like it's very low, less than like 5%. Of brands are using quizzes effectively. So there's a big opportunity right now if you want to get a little bit of an edge on your customers. 'cause I think we're gonna start seeing it more.

And then there's a lot that are really poorly done. So yes, quizzes are great for collecting data and you do wanna sneak in a few questions to learn about your customers. And you know how, I don't know how big their family is, so maybe you can. Sell them differently. Some of their, like, their preferences, et cetera.

But be careful to not do too much of that because then that can start to deter. So, okay. I wanna get to that too. So, but the first one is they need to say like, very fast. That's me. That's me. The second thing is they need to feel I'm not alone. Okay. And so you need to convey that. Yes. Yes, they have an issue, but they're in the right place.

They're not alone. Other people that have that issue, they're here too. And there's a number of ways this can happen. You can do it with testimonials, like, but visual, they need to be visual. Pictures are okay, but ideally video in user generated that someone's talking about the, the dog food they got, the skincare they got or something, but they need to identify that.

I'm not alone. Okay. A great way to do this in a quiz and I is what we call the confirmation step. This is so important. So many brands miss this. So the confirmation step is, you don't wanna ask maybe more than three questions, before you have a confirmation step, a validation step, if you wanna call it.

And so like, let's, let's use the OMG. That's me. So you have two or three questions that are leading towards that, that they're identifying it. Like, does your skin looks like this? Do you struggle to put on gloves in the winter? Does it hurt when you put on socks? Can you not have the shower hot or something?

Or like, describe how, how painful it is when you get in the shower, one to 10 or something, and you, and you pick, and then you have this page. That says we understand, in fact, 75% of people that use our skincare product identify the exact same way with what you've said about shower temperature.

So you're validating them, you're in the right place. That confirmation step is huge. Don't skip it. And don't have too many questions between them. There's gonna be one more confirmation step too, but that first one is you're confirming that yes, like OMG, that's me. And don't worry, you're in the right place.

You are not alone. Okay, so first question. That's me. Second thing you need to feel is "I'm not alone". Okay? And this can be testimonials, reviews, confirmation step is a huge way to do it. But wherever you can work that in on the site case studies, just you're not alone, okay? Is huge. And then the third thing is, "can you lead me"?

Can your product solve my problem? Can you lead me? Can your service? But I, I just lump it all as, can you lead me? So. That's, that's me. I'm not alone. Can you lead me? And so the, can you lead me obviously is a bit of the sell, but again, now this is, you definitely wanna be selling features and results.

Not, sorry, not features, benefits and results. Not features. No one cares about your features. No one cares about what it's made of. I mean, of course have that down in the details of the description, but people care about the results. So if you are doing a quiz and you put them through phase one where it's identifying that that's me.

Phase two, you're not alone. And then phase three is good news. You're, you know, six 68% of people that use. Our skincare have said that they see positive results within the first 10 days. Good news, healthier skin is on the way. Start your, start your healthy skin journey here or so, something along those lines.

Or actually even taking it a step further, we're sorry to hear about the skincare, but what you've indicated is exactly why we started this brand. Because we saw so many people just like you, and we're so proud to say that we've had a 68% success rate in our skin, our lotion solving, solving this exact issue, and we have a money back guarantee if you fall in the 32%.

So something along those lines. So like, yes, you can lead me. Okay. And if you don't have a quiz, there's still many other ways you can do this. You can do this with like videos on your homepage. But there has to be that component of you can lead me. You're the expert. Your product is the best. Your product works for other people.

So, so that's it. I'm gonna, actually, there's a great person I wanna bring on the show for this that I met last week at SubSummit. But I wanted to highlight this today on my daily short with my dog, and I'm thankful he hasn't, he hasn't barked once, which is amazing. So it's probably being pretty quiet.

You wouldn't even know I was on a walk. So those are the three things. OMG, that's me. I'm not alone. Can you lead me? Make sure that is answered in the first 60 seconds. Someone is on your website, ideally faster if possible, and go right now, look at your homepage and just with a fresh set of eyes, look at it and think, does it do this?

Am I making them feel validated that yes, that's me. If they're not alone and I can lead them and get advice from other people too. Don't just look at your website yourself. Ask for friends and family or customers. There's a ton of user testing sites. You literally can Google website, user testing, and there's dozens of them where you can pay people 50 bucks, a hundred bucks an hour, who've never seen your website before. You can even get people who have like certain skincare issues or you can pick certain cohorts of people and have them review your website and get feedback and they, they actually live record themselves.

I think one's called usertesting.com. There's a bunch. I'll find a few. But literally if you Google it, there's so many out there, but do that to your homepage, and I guarantee you'll see a massive increase in conversion. So I'm almost done my walk time at the very end, and this has been a lot of fun and hopefully impactful and I'll see you on the next Shopify1Percent short.

Have a great day. Talk to you soon.