Ocelot Market Breakdown

"This is too long to read" summary:
Ocelot Market is a store with awesome products and low sales. We'll explore causes and potential fixes for their poor conversion rates.

Ocelot Market Breakdown

Ocelot Market is a Shopify store that sells clothing and accessories. As of right now, all of the products on the site are shoes, though it looks like they may expand to a wider range of offerings in the future.

Despite the fact that they have terrific looking offerings and some really good reviews, their conversion rates were discouragingly low. I wanted to reach out and see if I could help, so now here we are.

As I went through the site, I found some things they were doing well, some things that needed work, and had some ideas for improvement. We’ll just take these one-by-one.

What they’re doing well

Products

The product offerings look amazing. The shoes themselves look great. I don’t know what research they did to check out their market, but I’m impressed, and looking at their reviews, so are their buyers.

Images

Both the product-only and modeled images look great. They are clean, high-quality, and product focused. They really give a good view of the shoes from more than one angle, and have some beautiful shots that really get close-up and show the quality of the work.

Personality

This seems to be a brand and store built out of personal passion and a mission. The owners are world travelers, and are working with local artisans in Morocco, Turkey, and Thailand. The shoes you buy from Ocelot are not made in a factory, and there aren’t millions of them walking around.

This is a big part of their business. These are one-of-a-kind products made by hand, and that shows when you see the close-ups

Now let’s move on to see if we can find some ways to help them sell more of these beautiful shoes.

Design

The Home Page


Current Ocelot Homepage

Overall, the homepage is attractive, but it does suffer from a few issues. They mainly stem from the fact that it was seemingly designed with just looking good in mind more than selling.

  1. The homepage is crowded. There is a lot of content stuffed in here.While this makes for a lot of their beautiful photos living on the home page, it also can be overwhelming and make it hard for visitors to find what they want.
  2. The hero slider on top is causing the text in the header and the top section to be hard to read. Also, the text used here highlights individual products on each slide, but does little to offer a unique value proposition.
  3. The new arrivals section would likely be better served with just a link in the header navigation. Heatmaps could tell if this section sees many clicks or not, and whether it could be removed to reduce visual clutter. My guess is that not a lot of visitors are scrolling this far down.
  4. The photos from the store owners Instagram feed are next. These are gorgeous and help offer some personality, but I would move them to the bottom, just before the footer.
  5. Next come three sections that offer a lot of value in terms of giving insight into what the brand is about, but they are very crowded together, and the parallax effect is somewhat confusing and causes some issues on mobile, at least in my Chrome mobile browser. It also caused a small hiccup in my screen capture tool here.
  6. Finally comes the customer reviews, and then the footer. Reviews should probably be higher up the page, so that they are more easily seen. Social proof means a lot.

I did a quick mock-up of what some changes might do to make the user experience better and focus more on getting sales. This is not as pretty as it would be once translated to Shopify, but it gets the job done. The orange text is just some of my notes.


Homepage with recommendations

Product Page


Ocelot Product Page

The product page looks great, as they usually do on Shopify sites.

The only thing I would change is to add more to the product descriptions. Because the shoes are unique, there should be a lot more than this to say about them. Maybe talk a bit more about the people who are making them, the process used, the materials used. Bullet points are good, but using them along with more descriptive sections that tell a bit of story are better.

Pull words and selling points from buyers to use in descriptions. Use reviews, Instagram comments, as well as some other stuff I’ll talk about in a bit to get insight into what works best here.

The close-up shots are wonderful, and recommending other products is a great idea, especially if they are frequently bought with the item on the page.

Header Navigation


Header Navigation

The header navigation itself poses a bit of a problem. The text is small and hard to see. Once you click on an option, the next layer of options are kind of a mix:

  • Men and women options drop down into
    • New arrivals
    • Bestsellers
    • Countries
  • Shop by country
    When I see these I’m wondering if these are the countries you serve, where the shoe come from. Do they ship from there too? Can I order these where I live? This is somewhat confusing.
  • Shop Insta
    The Shop Instagram option works fine on desktop, but on mobile I end up on an error page. You might consider removing that from your menu on mobile.
  • Get $25
    Once I click on it, I understand that it’s a referral-getting tool. I wonder how well this is working, as the premise seems a bit sketchy once I get to the page. I feel unsure about how well this will work. I know what ReferralCandy is, so I understand, but many visitors might not. If it works, keep going.

A good option here might be to think of another way to sort these and offer navigation options. They are in a somewhat tough spot, as they have just enough products to need some separation, but not enough to need a larger sub-menu in the navigation. This will likely need to be revisited as the selection expands.

For now, just allowing visitors to go to the men/women main pages might be a good idea.

Category pages

There is nothing inherently wrong with the current category pages, they just feel a bit ignored. Again, the number of products and the fact that they are very custom makes things a bit difficult.

With the mens and womens category pages, I would likely separate them into rows by the type of shoe or the size available. This would provide some order and clean visual categories.

There is some sort of issue that is causing product images on the categories page to load slowly. I am guessing it is the quick view functionality. Quickview could be adding to overall page weight and longer load times, which will kill conversion rates.

Create a central about page and blog content

This is a very unique brand, and a lot of the appeal is tied up in the activity and personality of the owners. This is something that can be used to a brand’s advantage

Having a well-crafted About page for the business and the people behind it could go a long way toward establishing trust and a relationship with the brand. Focus on:

  • The owner and brand personality
  • The mission of ethical sourcing and supporting small artisans in their craft
  • The artisans themselves, their process, their work, their workspaces
  • The travel and adventures that led to finding these artisans and inspired the brand

Revenue generating strategy and tactics

These are things that every store should be doing.

Use email marketing

For Ocelot, I see a single subscribe box in the footer. When I look at the framework for what is running, I don’t see any email software, so I’m not sure what email provider they are using.

Since these people have new, custom products coming in, and are traveling the world meeting new people and having new adventures, email is an attractive prospect.

Klaviyo is the best email provider for eCommerce, and specifically for Shopify. They have a reputation for being expensive, but to be honest, it’s an investment. The plan is free up to 250 contacts. Most stores should definitely be able to get Klaviyo to way more than pay for itself with all the functions it offers.

Ocelot should be pushing email signups hard.

There are various pop-up and other sign-up gadgets to use. I’d go with an unobtrusive bottom bar, with an exit intent pop-up for anyone heading for the exit button. Offer the same 10% discount as the footer for sign-ups, and start building the email list.

Get data to drive improvement from Google Analytics

With traffic around 5k per month, there is definitely enough flow to get some good out of Google Analytics. Enable enhanced eCommerce settings. Set goals for purchases and email signups.

There is a lot to be learned from GA:

  • Converting traffic sources
  • Pages that perform well
  • Pages that hurt conversion
  • Tracking any marketing campaigns
  • Demographics
  • Uncovering mobile problems
  • Finding cart abandonment problem sources
  • How many times a user visits the site before converting

GA is something anyone who wants to increase sales should use to see what is going on in the business and the website itself.

Use Hotjar to create heat maps

Hotjar also offers a free plan, and will give you heat maps that let you see what visitors to your site are doing. These maps are worth their weight in gold for anyone getting traffic but not conversions.

You can see where visitors move their mouse, click, and scroll on your site pages. You can also see where they are dropping out of forms and checkout process, and get live recordings of their behavior on-page.

Use the heatmaps to find out what your users are doing on site, and see what seems confusing to them.

Survey customers

Asking customers questions directly is always a good idea. Email people who have purchased from you and ask them some basic questions. The answers you get from these can inform your product images, copy, ads and marketing, and everything else about the way you attract customers.

The answers that come in from these kinds of surveys can drive huge improvements in sales and revenue. You can get a lot of insight into why your customers are buying from you and how they view themselves in relation to your brand’.

To make it as easy as possible, use https://survey.io or just copy the question ideas from their sample survey and send out an email to past buyers using your own email provider.

Hope this has been helpful

Just a few thoughts on what Ocelot could potentially do with their site to raise conversion rates and take better advantage of their traffic. Remember that when we’re talking about eCommerce stores, the goal is sales. Your design, your marketing, the actions you take, everything is about increasing sales, which allows the business to perform it’s mission more effectively and bring more value into the world.

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