UX - Digital Analysis

I have been a freelance web and graphic designer since 1998 and, for the past 10 years, I have been using my own websites to test UX strategies. I am currently studying Digital Analytics at Algonquin college and also doing an online Computer Science course from Harvard.

MARKETING STRATEGY ANALYSIS AND PROPOSAL:

Subject company: Shopify

Disclaimer:

The following analysis has been created for study purposes only. I am in no way related to Shopify. I have only used public domain informain for this. Some of the information found here does not correspond to the true data of the company. My main source of data has been SHOPIFY.CA I have chosen Shopify – small business segment in North America for the purposes of this task.

marketing strategy analysis and proposal

Subject company: Shopify

[ Audience Segmentation ] [ Display Ads ] [ Remarketing ] [ Landing Pages Design proposal ] [ E-mail marketing campaign ] [ Social Media marketing campaign ]

This analysis has been created for study purposes only. I am in no way related to Shopify. I have only used public domain informain for this. Some of the information found here does not correspond to the true data of the company. My main source of data has been shopify.ca I have chosen Shopify – small business segment in North America for the purposes of this task.

Topics:

  • About Shopify
  • Audience Segmentation
  • Display Ads
  • Remarketing
  • Landing Pages Design proposal
  • E-mail marketing campaign
  • Social Media marketing campaign
  •  

    1. About Shopify

    Shopify is a leading global commerce company that works with over 800,000 small businesses in 175 countries.

    What really stands out about Shopify, and probably their unique recipe for success, is how genuine of a business it is. Unlike many other businesses, Shopify was born out of actual user necessity. Back in 2004, while trying to sell snowboards online, the Canadian founders of the company found themselves disappointed with the user experience they were having.

    A smooth user experience is the key of the Shopify element. It has the quickest, simplest and most customizable interface of all ecommerce websites in the market right now and the concept of "how people feel about us" is a reflection of the company values and their day-to-day life. The hasgtag “lifeatshopify” is used with pride by their members all over the existing social platforms and they are famous for their free lunches. Their offices are a lesson on diversity combined with impeccable comfort goals materialization through innovative architecture.

    According to Shopify's website, their values consist in:

    • Caring about the people they work with.
    • Building a team that can challenge their product from a diverse set of perspectives.
    • Giving their users autonomy.

    The result is a company that retains at this moment around 31% of all online ecommerce between Shopify (small business) and Shopify Plus (for large, well known and esbilished business).

    2. Audience Segmentation

    - Around 50% of small business owners are female users between 19 and 35 with a moderate income of less than 65k/year.

    - The remaining 50% are male users between the ages of 19 and 45 with an income that ranges from 20 to 120k/year.

    - The user who will subscribe to shopify’s monthly plan are diverse in the sense that they can be uber drivers or minimum wage wokers looking for extra income or serious business owners who will eventually become Shopify plus members, considering 50% of all Shopify plus members were born on Shopify.

    - I am choosing to use only Shopify north America (USA and Canada) for the purposes of this task, but Shopify does serve small business in 175 countries, currently.

    - By analyzing the products that sell the most on Shopify, we can have a clear picture of what the personality and lifestyles of their merchants and their merchant's public is. The top selling stores segments are:

  • Clothes
  • Electronics
  • Fitness
  • Health
  • Home Decor
  • Beauty
  • Baby
  • Based on this list, we can tell Shopify is reaching mostly active, athletic young adults and new parents who are ken with technology.

    3. Display ads

    display ads

    4. Remarketing pages

    These are remarketing suggestions, based on existing pages from Shopify's official site shopify.ca

    • Shopify Themes Page
    • The themes page focuses on how simple the interface is to users with no coding experience or web page uilding experience to st up their own online store without any help.

    • Shopify Testimonials Page
    • The testimonials are an important factor to business owners who might want to quit after the trial period. It shows that their peers have managed to make this work and encourges them to upgrade to a paid plan as they regain their competitive spirit.

    • Shopify Extended Trial Deal Page

      As a last resource, I would use the current promotional extended trial deal to get users to sign up for shopify. 90 days seem to be enough for any user to invest put a decent amount of time and effort into an online store so that they would not want to quit it at least for a year.

    5. Landing Pages Design Proposal

    Shopify - Landing Page 2 - Michele Cristina Born Landing page 2 - Shopify

    6. E-mail marketing Campaign Proposal

    Goal of the e-mail campaign for all audience segments:

    Get subscribers to respond to the survey so that company can identify their needs.

    Strategy for all audience segments:

    Personalized e-mail for female/male groups so that user can relate to the content.

    Test to see if my e-mail will not end up in spam folder by track keywords for commonly used in spam mail.

    Try personal subject lines to avoid spammy words.

    As user to add our email to their mailing list.

    Use the name of the company in the “from” field so that users will recognize it and most likely open the e-mail.

    Only one clear call to action in the e-mail, so that users are not confused.

    Briefing of the simplicity of the survey in the e-mail, so that users are not afraid to click by thinking it’ll be a complicated task.

    E-mails will be mobile-compatible and adjust to any screen.

    The button should be of a compatible size so that users can both use a mouse or their thumb to click it without accidently clicking on something else.

    Possible E-mail subject lines:

  • “Hi there! What do you think of us?”
  • “ We think your online store could do better.”
  • “ Why are your store profits so low? And other questions…”
  • “ We need your help turning your business into your dream business.”
  • “Let’s help each other make our businesses better.”
  • “Hi there, is there something you’d like to tell shopify?”
  • “We are great together, but we could be even better!”
  • “Can we ask you a few questions?”
  • “ Allow our experts to make ecommerce simpler for you.”
  • “Is your online store what you want it to be?”
  •  

    7. Social media campaign #shopiforce

    Given the current unexpected circumstances of the world, due to the corona virus pandemic, I have decided to incorporate that on my assignment and simulate a Shopify campaign that will focus on not losing business during a time of need when many small business owners -Shopify’s subscribers - have lost their day jobs and actually gain new subscribers that may be in the same situation, looking for a solution to overcome their personal financial crisis.

    The hashtag #shopiforce will be used by business owners and consumers. The story we will tell is: how we can recover if we create a force to support each other.

    The goal here is to hopefully get people to understand that when cutting down expenses, their Shopify store should be considered a priority because shopping locally and supporting one another will be key to rebuilding the economy.

    We will rely on storytelling and sense of community to encourage people to stick together during a time of need.  Every story shared must be a message of hope. Also, pointing out that shopping online is an important key on flattening the curve of the virus spread.

    Considering the demographics that says:

    - Around 50% of small business owners are female users between 19 and 35 with a moderate income of less than 65k/year.

    - The remaining 50% are male users between the ages of 19 and 45 with an income that ranges from 20 to 120k/year.

    I will chose to build an engaging, personality driven campaign with a message of hope that will bring benefits to both existing subscribers, new subscribers and the actual public that will be buying from shopify local stores in their countries.

    The benefits will be divided as follows:

     

    Benefits Women and Men 19 to 45 :

    New business owners: New users may have little to no money to invest and time to create their store. They get 90 days free trials.

    Existing business owners: Shopify may share your story through it's social channels, specially now that so many customers have 20 dollars to spend anywhere and could potencially become anyone's customers.  If you don't make the cut, if shopify can't share your story due to high demand, you will get 1 month free.

    Buyers: Buyers will not subscribe to shopify directly, but if they get a reward, all business will sell more. Buyers get a 20 dollar coupon to be used on any shopify store.

     

    Channels:

    The campaign will run for 90 days. Shopify will retweet and share 2 users posts a day, to avoid user rejection / unfollowing due to too many ads. Shopify will be selecting the best stories and encouraging users to create videos. The remaining of the the posts will be organic, created by users.

    The campaign will run for 90 days on Facebook and Twitter because those are the channels that are more story-driven and have the best attention span from users in the target age group. Instagram and Pinterest are not listed here because of the nature of their proposal. People tend to visit picture-based channels with different objectives. Linkedin may be incorporated later into the campaign, depending on the results but the posts should not be as frequent as 2 a day. Linkedin posts will be more business driven and should be made only twice a week.

    The results will be measured on Facebook by the number of likes and twitter by the presence of the hashtag and retweets. The same for linkedin measuring.

     

    Objective:

    Not to lose existing subscribers during crisiS and possiblt gain new subscribers. This campaign will be associated with the current world situation given the coronavirus pandemic. The hashtag #shopiforce will be used by business owners and consumers as we all face the economic crisis that will come. The message is, we can recover if we create a force to support each other.

     

    Main tools

    R Studio, Google Analytics, Wordpress Stats, Social media

    Courses Completed:

    DAT2101 Web and Mobile Analysis Techniques

    MKT2120 Marketing Campaign Analysis Techniques

    MKT2121 User Behaviour Research

    Skills

    UX Research

    Wireframing and Prototyping

    Story Telling

    Creative Writing

    Good Coding skills