Low Hanging Fruit - The quickest way to boost sales on your Shopify store.

In 1898, E. St. Elmo Lewis developed a model that mapped a theoretical customer journey from the moment a brand or product attracted consumer attention to the point of action or purchase.[1] St. Elmo Lewis' idea is often referred to as the AIDA-model, an acronym that stands for Awareness, Interest, Desire, and Action.

Desire – Getting a prospect to make a decision boils down to giving them all the information they need, answering any questions that are holding them back from taking action, assuaging any fears they may have, and convincing them that the action they’re about to take will result in satisfaction. This is the level at which the seller must demonstrate his authority and prove them that it’s the best option. (Wikipedia)

Desire - Right before conversion, the lowest hanging fruit. 

How many “customers” do you have on your Shopify store? How many with zero purchases? Yes, it’s a bit of a misnomer, but Shopify still considers those with aero purchases as “customers”.

”That’s not the preferred nomenclature dude…”

But we aren’t here to debate Shopify’s choice in nomenclature. I want to show you how to leverage campaigns to target those “customers” with zero purchases for quick and easy sales. 

It’s important to remember that these users are likely to convert. We are talking about a user who has visited your site and either went through the checkout process and then abandoned or who has signed up to your newsletter without purchasing.

What will bring them over the edge? We need to prove to those zero-purchase “customers” that this is the best option. Let’s put the odds in our favor and get the zero-purchase users truly engaged with the best offers you have available. Greatest discounts, free shipping, BOGO… whatever you have.

Tip- use unique coupon codes to make sure discount sites don’t pick them up.

Create a Custom Audience for Social Advertising

A great way to get the zero-purchase users engaged is to get ads in front of them. Theoretically, these users should provide some of the lowest CAC (Customer Acquisition Cost), so let’s export this customer list and start uploading to your preferred social advertising platform (Meta, TikTok, Pinterest..etc). 

Although these users are aware of your brand and given that they have already provided you with some information, you should utilize highly engaging creative and copy that truly creates some FOMO for your brand. Make it seem as if this is going to provide the satisfaction they’re looking for. Include ads of people reviewing your product and loving it. Let the reviewers explain to people how great your product truly is. 

Tip - Always create a lookalike audience based on these custom audiences. Test them out and see if they’re more powerful than your existing lookalike audiences. 

Create an Email/SMS Segment

Segment these users for email and SMS. Again, these zero-purchasers are some of your most likely to convert, so email them 1-3 times per month with your best offers. Not only should you include the best offers you have, but you should also be including a diversity of product offerings. Given they haven’t purchased yet, we don’t know what products they’re looking for, so provide them with the best deals you have on as many products as possible. 

Personalized Approach

One of the best ways to bring someone from a high-intent purchaser to a customer is by truly explaining to them why you are different. There is no better way to achieve that than a letter from the founder. Explain to them why you started, what you started. Why you thought you could do better. And how you achieved this. Then, as always, include a hook at the end with the best offer you have. 

Create an Automation for this Segment

Automate this entire process by setting up Shopify Flow or automations in Klaviyo. This can be a great way to set and forget. No need to automatically segment these users each month, and no need to confirm that they are pulled out of the segment when they do convert. The process may require you to tag these customers based on certain trigger requirements, but an automation can be a great way to ensure these zero-purchase “customers” end up converting. 

The lowest hanging fruit can sometimes yield the quickest returns. Best part, automating this process will provide increased revenue for years to come. 

Now go and grow. 

J