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.
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.
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.
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.
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.
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.
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.
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:
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.
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.
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:
These are things that every store should be doing.
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.
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:
GA is something anyone who wants to increase sales should use to see what is going on in the business and the website itself.
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.
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’.
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.