🏆 SHOPIFY 1% WINS: There's a 47% Conversion Secret Hidden in Your Reviews

0:00OmniSend just shipped something that I've always wanted. You can now connect OmniSend to ChatGPT or Claude and just say, where can my email and SMS campaigns be making more money? And it actually figures it out. It reads your store data, all your campaign details, your store history, and it tells you and the insights are legit good. And even better, you can then say, okay, let's fix that or build that campaign. And it actually does it right from your chat. It's wild. Now, if you're one of our listeners, you can get 30 % off for three months on OmniSend. Just go to the show notes. There's a link there.

0:31Or you can just use the code J30, J-A-Y-3-0 when you sign up. Now, if you're using another email and SMS platform and you want to switch to OmniSend, which is a great idea, they will do the migration for you. Just give them five days and then you show up with everything set, ready to go. Now, they've migrated thousands of stores from Klaviyo. And on average, they're saving 35 % on their email and SMS bills. If you're listening to this show, you clearly care about your Shopify business. If your store isn't backed up and protected, it could all be for nothing. That's why I tell every store owner I know who cares about their business, you 100 % need Rewind installed.

1:07It's a non-negotiable for me. One bad CSV import, one app that edits your store the wrong way, which has happened to basically everyone I know. One bulk edit gone wrong, and now AI making changes for you. Listen, Shopify does not have an undo button. Rewind is the undo button. Go to shopify1percent.com slash rewind for 30 days free on us. Links in the show notes too. Welcome to another Shopify 1 % daily 1 % win. I'm so excited that you're joining me on all these 1 % win episodes. If you're listening to all of them, you truly are what I call a 1 %er. And a one percenter is someone that looks to make one percent improvements every single day.

1:57And if you commit to that and you make one percent improvements for a year at the end of the year, that compounds and one percent compounded over a year grows something three thousand seven hundred percent. 37x. So that's our goal with these one percent wins. quick short episodes to give you something to improve at least one percent i would say that often it's actually more than one percent and uh hey real quick if you've got your phone still in your hand make sure you subscribe to this show so you get notified whenever there is a new episode we do fun things uh and sometimes we'll have giveaways in fact we're actually giving away t-shirts right now uh one percenter shirts uh anyone that leaves a five-star review with a comment, you email me jay at shopify1percent.com and I'll get your size details and send you your shirt.

2:48That easy. Let's get into today's 1 % win. Hands up or just think in your head, if you've ever been designing a page, let's use your homepage as an example. And you sat there and you thought, okay, what do I want to say on this page? What message do I want to get across. I've done it. I'm super guilty of it. And we think about our homepage or some type of landing page. Like the first thought is, okay, what do we want to get across here? Okay, we need some social proof. I need some kind of a hook. I need some big tagline, a hero image. But not once does our mind go to what does the customer want to hear?

3:30What does the customer say? and we treat our homepage like it's a big billboard for us. But the truth is no one actually cares about what you want to say. They care about what they get and they care about what other people say about it. And if your homepage, if the messaging on your homepage doesn't reflect your customer's language, their desires, their interests, their pain points, it is costing you sales. And so what you should be doing when you look at the homepage is actually looking to your customer voice, the voice of your customer, and finding out what they say about your products versus what you want to say.

4:12I'm going to just break this into kind of two parts here. First, why you don't want what you say to be what's on the homepage and why it doesn't work. And here's why you sitting there thinking about your homepage of like, what do I want to say? What message do I want to get across? Doesn't work is for four big reasons. I see first, it's almost always biased and self-serving. And I see this all the time. merchants write copy that highlight features that they're proud of but not features that the customers actually care about they write what they're proud of their roadmap their accolades their awards versus what the customers deeply care about and why they buy the product so it's biased and it's self-serving that's number one reason why you what you say doesn't work it doesn't matter.

5:02Reason number two is most merchants are too close to their product. You use internal language to describe things. You use jargon, you use acronyms, industry lingo. That is often the case I see on so many sites is it doesn't impact the person reading it because it's written from someone who is in the health industry or in a certain space and it just doesn't resonate with them and it's meaningless to visitors and so it's you're too close to the product number three customers actually don't read I know people say this but like it's true customers won't read all the copy on your website they'll scan headlights and there's actually been studies done they scan in a it looks like a z pattern they go top over down diagonally and across they read headlines and they scan.

5:54And so if your headline doesn't immediately reflect their problem, then the voice of the customer, they'll bounce. And often in less than eight seconds, it doesn't take long. And then the last thing is your homepage isn't a brochure. It's a mirror. And what I mean by this is it shouldn't reflect all your features. What it needs to reflect is what your ideal customer is already thinking and confirm that they're in the right place they need to see themselves in your home page they need to instantly and we've talked about this in other episodes where they need to well there was the three things they need to feel within the first 60 seconds it's oh my god that's me so they understand like that something some sentiment that you're getting across the home page there's like yeah that's me and second i'm not alone so others have this problem too or others need this product and you can lead me and so that you're the right person to lead them.

6:53But so your homepage is not a brochure. Stop thinking of like, oh, here's all the offers, product listings. It's not a brochure. It's a mirror. If the customer can see themselves in that homepage, whatever you sell, it could be flowers, it could be medicine, it could be t-shirts. It could be just because of like the models you use and the images and the product photos and language, but they need to, it's a mirror. They need to be able to see themselves in it. Okay. Don't want to ramble on that one for too long, but your homepage is not a brochure. It's a mirror. Okay. And then that's why your voice doesn't matter, but here's why the voice of the customer works.

7:31First reason it builds instant trust. When you read something that is in a customer's words, it just feels like you're reading their mind. So like when a customer reads something that is in the way that they would say it, it creates instant connection. How many times have you gone to a website and there's some big fluffy headline? I don't know. Let's just say you sell a coffee maker and the headline is like fostering innovation since 1940 or pursuing excellence in coffee making or I don't know, like no customer would ever talk about a coffee maker that way. And so it instantly puts up a shield.

8:11It removes trust. It puts up a barrier. But when you use words that they use, looking good on every on counters in America since 1950, helping people wake up since 1942, I don't know, something like this. But the words that customers use, that creates connection and that creates trust. So number one, it builds instant trust number two it sharpens your positioning and if you speak to a specific problem a customer has versus you know that quality and innovation it really sharpens your position like they get it fast what you're about what your position is where you fit in the market of the hundreds of other products are the same it's the fastest way to establish positioning is using the voice of the customer.

9:00Number three, it increases conversions. Actually, a study by Mech Labs found that brands switching to using exact customer phrasing increased conversions 47%. I can put a link to the study in the show notes, but essentially brands switched from talking about the products, how they talk about it, to harvesting language from reviews and support tickets and different things and putting it in the customer's word. And they, on average, saw a 47 % increase in conversion. It's huge. So that's number three. It increases conversion. Number four is customers uncover what your true differentiators are. And this kind of is close to sharpening positioning.

9:42But your customers can often articulate your unique value better than you can. You've probably had this experience with a friend or someone describing a, I don't know, a skin lotion, a coffee or something. And you ask, why do you like that? Well, it just, you know, it doesn't itch right away when I put it on my skin or it feels better like this. They will articulate it better than you ever could. While you're talking about the ingredients and how it's made, they're talking about that one reason they bought it versus a different versus your competitor. Because trust me, nobody knows better why they made that decision than the actual customer.

10:23So listening to them will help you and using that language will help your customers differentiate you from your competitors like instantly. OK, so that's why it matters. We talked about why your your voice doesn't work, why the voice of your customer does work. So what next? Now what you need to do is harvest the voice of those customers. So one easy way to do this is what's called review mining. you simply you can look through all of your reviews and your competitor reviews and highlight things they say about when they found I found finally found a product that did this or I was skeptical at first but then this this this helped me this lotion really helped me with x or something along those lines and note any time there's any kind of emotional language describing how the product made you feel so like I was so relieved when I found out this helmet has a double safety strap so it can't come off or something that's like the only helmet I feel safe my kid wearing anything like that you want to work into your language as well too and we're going to get into easier ways to harvest because you might have thousands of reviews and using AI is a great way to harvest all of this from that but the as far as a place goes reviews number one support tickets and chat logs are another great resource and actually something you want to look for in support tickets is what people are asking before they buy because these can be objections that customers have that you need to address up front if you can depending what you use for your support ticket software if you can segment out all support tickets before a purchase then load that into chat gpt and ask it to identify the top 10 questions people ask prior to making a purchase and now create language for landing page copy headlines that addresses those questions.

12:19That's a great way to use support tickets because they're literally the question isn't answered on your website. So they're messaging you asking for it. So harvest that. Customer surveys and post-purchase surveys are another great way to get this. And actually, you know, one of the things that I think a lot of people don't ask is specifically asking the customer why they decided to buy it or what almost stopped them from buying it. People are often too concerned in these post-purchase surveys about how did you hear about us? Where did you find us? All they're concerned about is their marketing channels and what's working, what's not and what they can double down.

13:02And those are good to have. I'm not saying those are not good questions. You for sure want to have them. But you want to find out about the persona of the customer. So I would ask, what problem were you trying to solve when you found us? What problem were you trying to solve by buying this product? What almost stopped you from buying? Was there any hesitations? And if they said, nope, I had no hesitations or, well, I was a little bit unsure about this. OK, then maybe that's something you want to address. OK, so post-purchase surveys. I know a lot of people do them, but a lot of people don't ask those questions.

13:32social media comments dms you know just scanning all the social media posts about your products and seeing how people describe your products what value do they wish they had listen really closely because sometimes your product has the value but it's not perceived by the customer okay and i think we've talked about this on other episodes but there is no such thing as true value there's only perceived value i give or take i mean some people could argue there's for sure true value but like value is often the education process. So like, let's just take a camera. If I don't understand all the features of the camera, I don't perceive the value of like, maybe it's got some great defocus mode or some bokeh effect or I don't know something.

14:16If I don't know how to use that, those features, I will probably post on social media that like, well, the video is great, but the colors don't seem realistic. Well, that's maybe because I haven't learned about but it's auto color correcting features or something. So one of the things is when you're listening on social media and you see comments around, I wish I did this, I wish it first, make sure that like, if your product does that, you need to work that into your messaging more, especially in your onboarding series and educate them. But B, it might also be a legit feature that you need to build into your product in some way or offer.

14:48Amazon and Reddit are a goldmine for language, for voice of the customer. and even if it's not your product, I would look at reviews of exact competitors on Amazon and find out how people are describing it because maybe you don't have thousands of reviews yet. Maybe you only have 50 reviews. Of course, your reviews are the most important, but in general, if you find how people talk about skin lotion, that's still helpful. So if you don't have a ton of reviews yet, Go to Amazon, find the closest matching product, scrape all the reviews, go through them and find the voice of the customer for that product.

15:31It'll probably be similar. And you can, of course, tweak. But that is a great starting point. And then what you want to do with all of these is drop them into the AI tool of your choice and ask it to summarize patterns. Ask it to a simple question would be, what are the top five value themes customers mention? so if you have thousands of reviews drop them all in the chat gpt and ask it based off all these reviews what are the top five value themes customers mention and what that's going to get you is what they value in your product like you might be selling the fact that it's made out of titanium and the fact that it has a 10-year warranty and the fact that it is indestructible when you drop it or comes with a case like these might be the things that you're promoting but what you might find out is the customer doesn't value that at all.

16:22What they might find out is that the battery life is super long. It's longer than any competitors. Like I can recharge the batteries without an external charger. I don't know, but I can almost guarantee what your customers value is not what you think they value. But by listening to all of the reviews, understanding, and then throwing that into chat GPT and asking to pull out five value themes and then putting that as your five sections on your homepage. If you do like bullets or kind of like a ping pong style or however you want to do it, it'll increase conversion hands down, guaranteed. Because now you're speaking to what they actually value.

17:02And if you can use the language that they use and if they can see themselves, if your homepage becomes a mirror and they can see themselves and you're using not industry jargon, but words they use, and now you're speaking to values like, holy cow, you are going to just crush conversion. OK, so that's it for this one. Summing it up when you're designing landing pages, email, homepages, copy or anything. Don't sit there and think, what do I want to say? Go out and listen to your customers, harvest it all and then use the voice of the customer, use the values of the customer and work that into whatever copy you write.

17:42don't write copy like a brand write it like your best customer just explained it to a friend so think about your product how would your best customer explain it to a friend and that will convert like magic okay that's it for this episode thanks so much for being a part of these daily 1 % wins if you're getting anything out of them please leave a five-star review they mean a ton We're really trying to get as many as we can. And if you leave a comment with the review, we will feature it on our website and email me directly. And I've got an awesome t-shirt to send your way. All right. We'll see you on the next episode.

18:25Thanks, everyone. Take care.