Navdeep Soni

Blast from past when some PR was organic :)

Shopify experts talk about themes and speed. I focus on this 𝐨𝐯𝐞𝐫𝐥𝐨𝐨𝐤𝐞𝐝 𝐒𝐄𝐎 nugget. It unlocks 10x more traffic 👇

Product pages are your secret weapon.

Most store owners focus on the homepage.
Huge mistake.

Your product pages are 𝐥𝐚𝐧𝐝𝐢𝐧𝐠 𝐩𝐚𝐠𝐞𝐬.
They deserve the same attention you would give to your homepage.

Here's what I've seen work consistently:
1. Custom product schema
2. Proper headings tag structure
3. Original, high-quality, info-rich content

These elements are often neglected, but they can up your #𝐒𝐄𝐎 game.

Why?

Because they directly impact how search engines understand and rank your products.

A well-structured product page with schema tells Google exactly what you're selling and why it matters.

And here's a secret: while everyone obsesses over themes and speed, these elements can drive exponentially more qualified traffic.

Of course, speed matters.
But a fast site with weak product pages will not improve conversions.

Focus on making each product page for conversion.
Optimize for both users and search engines.

𝐑𝐞𝐦𝐞𝐦𝐛𝐞𝐫: In #𝐞𝐜𝐨𝐦𝐦𝐞𝐫𝐜𝐞 SEO, the devil's in the details.
And those details will supercharge your product pages.

Prioritize them and let your traffic soar.

#𝐒𝐡𝐨𝐩𝐢𝐟𝐲

I know a few merchants who are obsessed with checking Google Analytics 𝘥𝘢𝘪𝘭𝘺.
They obsess about bounce rates, average session duration, CTRs…

They are obsessed with data.
This is what they have seen most agencies do.

They feel they are in control, tracking every data.

Instead, this is what they should be spending more time on:
✅ Heatmaps
✅ Session recordings
✅ Live chat transcripts
✅ Interviewing customers

These metrics tell you way more about customers than most tools.

You might remember the story I shared last week
“𝘐 𝘤𝘰𝘶𝘭𝘥𝘯’𝘵 𝘧𝘪𝘯𝘥 𝘸𝘩𝘢𝘵 𝘐 𝘴𝘢𝘸 𝘰𝘯 𝘐𝘯𝘴𝘵𝘢𝘨𝘳𝘢𝘮, 𝘴𝘰 𝘐 𝘨𝘢𝘷𝘦 𝘶𝘱.”

I could have never found the issue if I were digging GA4 data.

Don't get me wrong
I still use GA4.
It’s just one piece of the puzzle.

Real insights came from watching how users behave
and listening to what frustrates them.

Last week, I shared my story about losing a user.

He shared why he left. (I’ve attached the post below.)

A couple of days later, when things were a little calmer,
I decided to act.
No overthinking.
Just action based on patterns and feedback.

Here’s what I’ve already improved inside my app:

✅ Noticed users were churning before even subscribing to the free plan.
→ That pointed to a weak onboarding experience.

✅ Rebuilt the onboarding flow
→ Cleaner, fewer steps, and a better first impression.

✅ Rewrote onboarding copy
→ Less cognitive overload. Just enough to move forward.

✅ Improved error messages
→ So new users actually understand what they need to do

Let's see how it is going to help.

Shopify app: https://apps.shopify.com/vista-payment-rules

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Here I was sitting in a review meeting, and merchant casually told me

“Bounce rate doesn’t matter anymore. Let’s look at more important things.”

Honestly, this isn't something new.

It’s a common belief in eCommerce now.

But I disagree.

This store had solid traffic now.
Products were decent.

But sales?
not we would like looking at traffic numbers.

They assumed people were just “browsing.”
But they aren't

When I looked at the bounce rate on key landing pages. They were in the range of 70-80% 💁

Their Vitamin C serum has gone viral on TikTok. But it was buried inside a generic “Face Care” collection.

This is what they were ignoring:

- Collection pages weren’t showing relevant products.

- A trending product buried in a generic collection (users couldn’t find it)

- A returning visitor segment landing on a seasonal promo page that had expired.

- Product pages had weak copy—no reason to stay or get interested, so no reason to buy

People weren’t just browsing.
They were leaving disappointed.

For many, bounce rate is an outdated concept.

But most of the time it’s just misunderstood.

“𝐓𝐡𝐞𝐲 𝐬𝐚𝐲, ‘𝐓𝐚𝐥𝐤 𝐭𝐨 𝐲𝐨𝐮𝐫 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫𝐬!’
Sure. But honestly - who has the time?
And do customers 𝘳𝘦𝘢𝘭𝘭𝘺 know what they want?

📥 A copy of a chat with a frustrated customer landed in front of me.

And it helped me spot a UX issue that was quietly killing conversions on this store.

You might wonder what was so insightful that I’m sharing it on LinkedIn:

🧩 A user said:
"𝘐 𝘤𝘰𝘶𝘭𝘥𝘯’𝘵 𝘧𝘪𝘯𝘥 𝘵𝘩𝘦 𝘱𝘳𝘰𝘥𝘶𝘤𝘵 𝘐 𝘴𝘢𝘸 𝘰𝘯 𝘐𝘯𝘴𝘵𝘢𝘨𝘳𝘢𝘮. 𝘐𝘵 𝘪𝘴 𝘴𝘰 𝘢𝘯𝘯𝘰𝘺𝘪𝘯𝘨!"

This wasn’t some random item.
It was a 𝐭𝐫𝐞𝐧𝐝𝐢𝐧𝐠 𝐩𝐫𝐨𝐝𝐮𝐜𝐭 with active brand awareness ads driving traffic.

👏 The ads team did their job.
The product made an impression.
Customers were searching for it.

But if they 𝐜𝐚𝐧’𝐭 𝐟𝐢𝐧𝐝 𝐢𝐭 once they land on your store…
You’re losing money.

That chat led me to some analysis:
- The product was buried in a big collection with complex filters.
- A missing "New Arrivals" collection (even though new products were added weekly)
- No “Featured in Instagram” section

Well, writing it over seems that these things are so obvious things,
but sometimes we make embarrassing mistakes.

These can easily be figured out with heat maps, what customers are searching, and analyzing chats with customers.

Lost a user this week.
Does it hurt? Yes

They left my Shopify app and chose one of our competitors much bigger in our space.

No founder likes seeing churn.

After my mind had calmed,
I asked myself: 𝘞𝘩𝘺 𝘥𝘪𝘥 𝘵𝘩𝘦𝘺 𝘭𝘦𝘢𝘷𝘦?

I know the answer.
👉 "They offer feature X. We don’t."

It wasn’t personal.
It wasn’t about the price.
It was about 𝘸𝘩𝘢𝘵 𝘵𝘩𝘦𝘺 𝘯𝘦𝘦𝘥𝘦𝘥.

I could have been defensive. But instead,
- I documented the use cases for features they wanted
- Spoke to 2 other users who said, “yeah, that’d be nice to have”
- Added it to my roadmap with a clear timeline

Here’s the thing people rarely talk about:
Every user who leaves is a 𝘧𝘳𝘦𝘦 𝘱𝘳𝘰𝘥𝘶𝘤𝘵 𝘵𝘦𝘢𝘳𝘥𝘰𝘸𝘯.

They tell you what matters.
What’s missing?
What to 𝘱𝘳𝘪𝘰𝘳𝘪𝘵𝘪𝘻𝘦.

Losing users isn’t fun. But ignoring them is worse.

Sharing a short story about how I helped a merchant grow revenue by 35% without paid ads.
Most growth advice = “Run ads.”
But I did it 𝐰𝐢𝐭𝐡𝐨𝐮𝐭 running ads.

Here’s what I did in short:

✔ 𝐒𝐭𝐞𝐩 1: 𝐒𝐭𝐨𝐫𝐞 𝐒𝐞𝐚𝐫𝐜𝐡 𝐃𝐚𝐭𝐚
I analyzed the internal search terms. Few search terms had the potential to be "categories" as per search intent and SERPs. Hence, I created those collections.
✔ 𝐒𝐭𝐞𝐩 2: 𝐑𝐞𝐰𝐫𝐨𝐭𝐞 𝐏𝐫𝐨𝐝𝐮𝐜𝐭 𝐃𝐞𝐬𝐜𝐫𝐢𝐩𝐭𝐢𝐨𝐧𝐬
Replaced the generic and keyword-stuffed descriptions with more benefit-focused and skimmable descriptions.
✔ 𝐒𝐭𝐞𝐩 3: 𝐈𝐦𝐩𝐫𝐨𝐯𝐞𝐝 𝐂𝐨𝐥𝐥𝐞𝐜𝐭𝐢𝐨𝐧𝐬
Grouped products based on customer intent and search volume.
✔ 𝐒𝐭𝐞𝐩 4: 𝐀𝐝𝐝𝐞𝐝 𝐒𝐦𝐚𝐫𝐭 𝐂𝐫𝐨𝐬𝐬-𝐬𝐞𝐥𝐥𝐬
Replaced “you might also like” carousels with actual frequently bought together combos.

No paid ads.
No expensive Shopify theme tweaks.

Most Shopify CRO advice revolved around tweaking the checkout buttons, trust badges, or payment options.
They are essential, for sure, but you can’t convert what people can’t find.

Conversion starts 𝘣𝘦𝘧𝘰𝘳𝘦 the cart.
It starts with product 𝐝𝐢𝐬𝐜𝐨𝐯𝐞𝐫𝐲.

If your collection pages are weak…
If your filters are confusing…
If your internal search shows “no results” for common queries…..you’re losing money 𝘸𝘢𝘺 𝘣𝘦𝘧𝘰𝘳𝘦 checkout.

Here’s what you should fix first:
✔ Clean up your 𝐜𝐨𝐥𝐥𝐞𝐜𝐭𝐢𝐨𝐧𝐬 (add relevant ones based on search intent)
✔ Optimize based on 𝒊𝒏𝒕𝒆𝒓𝒏𝒂𝒍 𝒔𝒆𝒂𝒓𝒄𝒉 (use analytics to see what users are typing)
✔ Improve 𝐧𝐚𝐯𝐢𝐠𝐚𝐭𝐢𝐨𝐧: Products and collections should be 2-3 clicks away
✔ Show bestsellers and trending items early

CRO isn’t just about checkout.
If people can’t find what they want, they’ll never buy.

Discovery is where most stores lose the sale.

Shopify product descriptions can hurt conversion.
Honestly, they all sound the same: 👇
boring, vague, and keyword-stuffed.

Most product descriptions are either:
- too focused on SEO and keywords that no one reads
- or vague and boring, which doesn't build confidence

Use this 𝐬𝐢𝐦𝐩𝐥𝐞 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤 that is SEO friendly and customer focused:

✅ 𝐓𝐚𝐥𝐤 𝐭𝐨 𝐨𝐧𝐞 𝐩𝐞𝐫𝐬𝐨𝐧
Write like you're speaking to your ideal customer. Not the algorithm.

✅ 𝐁𝐞𝐧𝐞𝐟𝐢𝐭𝐬 > 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐬
"100% cotton" is a feature.
"Soft on skin. No itch, even after 8 hours" is a 𝘣𝘦𝘯𝘦𝘧𝘪𝘵.

✅ 𝐀𝐧𝐬𝐰𝐞𝐫 𝐨𝐛𝐣𝐞𝐜𝐭𝐢𝐨𝐧𝐬
Will it fit me?
Can I return it easily?
What’s different about this product?

✅ 𝐔𝐬𝐞 𝐬𝐭𝐫𝐮𝐜𝐭𝐮𝐫𝐞
Start with a headline 𝐛𝐞𝐧𝐞𝐟𝐢𝐭
Use bullets for quick readability
Include 1–2 customer reviews and/or FAQs

Finally, use 𝐰𝐨𝐫𝐝𝐬 that help the buyer 𝘧𝘦𝘦𝘭 𝘢𝘣𝘰𝘶𝘵 𝘵𝘩𝘦 product.