Five Trends Impacting E-commerce Shopify Stores
Experts working on Shopify stores day-in-day-out share the top five trends impacting business right now. Here’s a summary of the key trends and what you should consider to capitalize on each;
  • Trend 1: The Need for Zero Party Data. Consider creating questionnaire flows to gather zero-party data around users’ preferences and feelings.
  • Trend 2: Consumers Are Paralyzed by Choice.Test and optimize your product descriptions.
  • Trend 3: Optimization Teams Are Shifting Focus from Converting New Users to Retention. Look at the post-purchase experience to test ideas to improve CLTV, loyalty, retention, and brand advocacy.
  • Trend 4: Conscious Business. Consider experimenting with sustainable shipping methods or optimizing your digital experience to reduce your carbon footprint.
  • Trend 5: Automating the A/B Testing Process. Implement processes to automate the manual elements of your work, e.g., when a test concludes, set up an automation to notify the team in Slack.
While some of these trends might feel a million miles away from your daily business operations, they trickle down and (should) shape your approach to marketing and experimentation.
Every change happening around the world will represent a growth opportunity, only obtained by the Shopify business owners who work out what it means to their business.
Learn more about these trends and how to tackle them.
See E-com Trends for 2022
Who's Cooking What in the Experimentation Cauldron?
Focusing your A/B tests on solving customer pain points is one of the best ways to improve your conversion rates, but how do you discover what they are?
Anna Holopainen, Head of Growth at Kide Science, shares an interesting way to uncover customers' pain points using your FAQs. Here are her top tips on how you can do the same:
  1. "1. Create a collapsing/expanding FAQ section on your LP. Start with your educated guesses of typical bottlenecks and misconceptions during the decision-making process. (You hopefully have some user/customer interviews conducted to help come up with these.)
  2. Use a session recording tool like Smartlook and web analytics data to observe your customers' behavior on the landing page. What sections are people clicking? Are these people more likely to convert than those who don't? You can and should obviously back up your observations with quantitative data but honestly, it's simply much more fun to see how people actually behave and not just have hard numbers on what they click. In addition, it also gives you an idea of their pain points and usability. E.g., For Kide Science, some website visitors were trying to zoom into one of the illustrative pictures we added in one of the FAQ sections, so we made it more mobile-friendly.
  3. Based on this data (both qualitative and quantitative), review what sections people are actually clicking and reading and double down on them – Expand on the topic, move the popular ones up for better accessibility (or even turn the most important topics into H2s instead of hiding in FAQ), optimize for mobile, etc.
  4. Finally, make sure to also figure out if there are any 'unknown unknowns': Test different headings to see what gets people's attention, Conduct more customer interviews on the regular to validate your hypothesis, or consider adding an embedded form right under that FAQ section that allows people to type their questions right away."
🙉 Should You Ever NOT Listen to User Feedback?
All good A/B testing programs use a range of data to create hypotheses for testing. But can you listen to user feedback? Jessica Tenuta, designer-founder at Packback, explains how it’s easy to take user feedback at face value, converting it into a list of feature requests based on who shouts loudest. However, people don’t always say what they really mean.
Jessica provides excellent examples of how you can avoid taking user feedback at face value and uncover the real insights/motivations lurking behind comments.
Every change happening around the world will represent a growth opportunity, only obtained by the Shopify business owners who work out what it means to their business.
Learn more about these trends and how to tackle them.


Want to look over Andra's shoulder as she audits an E-com store, live and apply the tactics to your site, in real time?
You're in luck.
16th June 2022 | 11:00 AM EST
Join our Zoom session to:
  • Craft a testable hypothesis with raw data.
  • Create custom segments to surface learning that your competitors simply don't bother with.
  • See what sequenced custom segments can do and why you should leave the generic funnel visualization behind.
**Stick around to win a $4500 custom audit with ONTRACK DIGITAL.
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🆕 What's New in Convert Experiences?
  • Convert released it's new UI interface.
  • You can now track standard deviation in experiment report.
  • Change history has been updated to show the user name when the experiment status is changed.
  • Convert Shopify App has been updated to work with the API-key for picking the right projects and goals. Read more
  • Released Convert API V2. Read more Read more
  • The Convert Shopify custom app now supports advanced page tags for better targeting. Page tags are automatically added when installing the custom app.
  • We’ve added the Global Experience CSS to the visual editor in addition to the existing Global Experience JavaScript.

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