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Lessons from a bricks & mortar store. 5 tactics you can use to sell more on your online store

Lessons from a bricks & mortar store. 5 tactics you can use to sell more on your online store

When we live and breathe our products it’s so easy to forget that not everyone knows as much as we do about them.

It’s so easy to end up with messaging that’s not clear and a little bit diluted.

When someone hits your site you have a few seconds to make a good impression, and for them to take that next step – or to leave your site and potentially never come back.

Think about the experience people have when shopping at a bricks and mortar store.

The moment people enter a store they use their senses to experience the vibe of the store. They very quickly decide if they want to spend time looking around – or if they want to get out of there as quickly as possible.

There are 2 keywords here. Can you guess what they are?

The first keyword is senses. 

People use all senses available to them. They look around, they smell, they touch, they feel. Walking into a physical store is a sensory experience.

Do something for a moment. Close your eyes and imagine yourself going to your fridge. In the fridge, you see a bright yellow lemon. You grab the lemon out, take it over to your bench and cut it in half. You can instantly see and smell how juicy the lemon is. Now, you take one half of the lemon and you lick it.

What just happened to the sensory glands?

This is exactly what you want to do when setting up an online store. You want to evoke your potential customers’ senses.

The other keyword is experience.  

Every time someone visits a store they have an experience. That experience can be good, bad or indifferent.

The experiences people have in a store influences their assumptions about the products sold in that store. If they have a high-quality experience, they assume the products in the store are high quality too.

That’s why traditional retail stores spend so much money on the fitouts of their store.

Did you know that supermarkets play slow, relaxing music during their off-peak times so people take their time to browse, and they play fast, exciting music during peak times so that people make decisions faster. Do you know what a Subway does when they are quiet? They bake bread. Because the smell of freshly baked Subway bread makes people hungry for Subway!

Now, an online store is no different to a physical store — except people can only sense and experience what you give them through the computer screen.

That’s why the content you have on your website is soooo important. You need to evoke your customer’s senses and give them a good experience.

When it comes to an online store this is done in the following ways:

1. A clean and simple layout

If a store is cluttered, badly lit, dirty or cold, people have a very different experience to a store that has lovely displays, smells great and has good lighting. The same goes for an online store. You need to have a clean and simple layout that lets your products shine.

2. An easy to navigate menu

When you walk into a physical store the first thing you do is a quick scan. You may see that the store has dresses, tops, pants, a shoe section and an accessories cabinet. If you are looking for something in particular you will know where to find it. Or you’ll ask the shop attendant. Now, on an online store, there is no shop attendant, so you want to make it as easy as possible for people to navigate their way around your store.

Ashley from I Choose Me has done a great job of creating an easy to navigate menu:

3. High-Quality Product Images

Images are so important for your online store. When looking at an item in a physical store, customers can pick the item up, look at it from all angles, touch and feel it, and even try it on. They can’t do that when shopping online. So it’s your responsibility to replicate that experience as much as you possibly can. Images are the most powerful way to do that.

The human brain processes an image 60,000 times faster than text, not only that but 80% of people remember what they see, compared to 10% of what they hear and 20% of what they read. So images are everything.

eComm Ignitor student, Penny from Vault Country Clothing shows us all angles of these jeans, including front, back and sides, as well as a beautiful lifestyle image:

4. Evocative product descriptions

Some people need to absorb information by reading, so it’s important that you also provide evocative product descriptions. Imagine you were at a market stall and someone came and asked about your product. Use words that would answer any frequently asked questions your customers may have, and convey any important information about your products.


5. User-generated content

“I’ll have what she’s having”. Social proof is one of the most powerful marketing tactics when it comes to persuasion. Why do you think shop attendants wear clothes that are in season, on the rack and currently for sale? If you can show your customers that other people have purchased — and love — your products, you are giving them one more reason to trust they will be happy buying from you. User-generated content is basically images that your customers send you. They may tag you in their Instagram pics or add an image to their review.

eComm Ignitor student, Colleen from Ride Proud Clothing showcases user-generated content beautifully:

As does Gina from Kit Maii:

A final word 

When people are shopping online they can only know as much about your products as you let them. If you have an amazing product, it’s up to you to give your customers an amazing shopping experience.

Written by Megan Winter

Megan is an award-winning marketer and has worked with some of the fastest-growing eCommerce brands in the world.

Megan loves helping ethically-produced, heart-centred, soul-driven online store owners to make more income and achieve more impact. 

How Wendy increased her returning customers from 28% to 63% in 6 weeks

How Wendy increased her returning customers from 28% to 63% in 6 weeks

eComm Ignitor alumni are pretty amazing. They are hard-working, action-taking, purpose-driven humans. And they have great stories to tell. Like Wendy from Kulture, let’s get to know her a little better…

What does your online store sell and who does it help?

I sell a range of all-natural, plant-based powdered blends that are ready to drink – just add milk or water.

They help women to balance hormones, improve their gut health, relieve menopause symptoms and improve immunity.

Tell us a little bit about your story? Why did you start your online store?

It began from a love of keeping healthy and fit and as I entered into my late 40s, I started to take more notice and understand how my body works.

I have always had gut issues since I was a teenager, triggered by stress and digestive issues which led to sinus and hay fever as well as often having a hard bloated stomach. Often visiting an acupuncturist to ‘sort out’ my gut issues, I started to delve into the reasons why and this is how Kulture was born.

Always a believer of natural supplementation, making the products plant-based was a no brainer, as plants assimilate with our bodies better and are alkaline based meaning they don’t cause acid build up in the stomach.

Working with a nutritionist in Queensland, we have created some interesting blends to target and improve common symptoms that women experience throughout their lives such as hormone imbalances, PMS Symptoms, menopause, gut issues, lack of sleep and lack of energy.

When we understand our bodies and work to improve them through proper supplementation, our energy levels return and everyday life just gets a whole lot easier. The way it should be really.

What has been your biggest challenge with your online store?

Gaining trust for the brand.

I have a great product which is very competitively priced, however when people buy online they want to read about others who have bought and their experience with the product.

I implemented Yotpo several months ago and have been receiving some amazing reviews plus my returning customers have gone from 28% to 63% over the last 6-8 weeks.

What’s the best piece of advice you’ve ever received?

Humanise the brand.

Get yourself out there (in front of the camera) and show everyone who you are. It’s daunting at first, but what I’ve found since doing that, there has been a lot less (and I mean a LOT less) negative comments on social media paid ads.

What’s your favourite product that you sell on your online store – and why?

Vanilla Happy is one of my favourites and it’s a winner with my customers too.

It’s a blend of adaptogens, herbs and superfoods that help to balance hormones, elevate your mood, improve PMS symptoms, reduce hot flashes during peri-menopause, balance cortisol and insulin as well as improve sleep patterns.

The reason this product is so popular is that many women suffer the issues above and within a week I receive reviews or emails from them saying they feel amazing and have more energy!

Like all Kulture products, you simply add liquid and its ready to drink.

Where to next? What are your goals for the next 12 months?

I have one more product to introduce this year and then I have a goal of increasing online sales by 80% within 12 months.

When you’re not working on your online store, where could we find you?

You’ll find me at the gym lifting weights, catching up with friends for brekkie or relaxing with my man.

Check out Kulture here:

Online Store



Wendy, we love your brand and your commitment to helping women feel amazing. We can’t wait to see where the future takes you and Kulture.  

Written by Megan Winter

Megan is an award-winning marketer and has worked with some of the fastest-growing eCommerce brands in the world.

Megan loves helping ethically-produced, heart-centred, soul-driven online store owners to make more income and achieve more impact. 

Compliance check list every online store needs

Compliance check list every online store needs

There are a few policies you need to have on your website to make sure you have all the legal stuff sorted.

We can’t give you legal advice, so this is just general information. If you have any further questions, please consult a local lawyer or privacy professional.

We are going to cover the following in this article:

  1. Laws, regulations and standards
  2. Insurance
  3. Terms of service
  4. A privacy policy
  5. Shipping policy
  6. Returns policy


Mandatory product standards:

Your product may be in a category that is covered by mandatory product standards. It is compulsory to have particular safety features or information on products for legal supply of the product into the Australian market. It is an offence to supply goods that do not comply with mandatory standards and you may face a fine or penalty.

There is a range of products that come under the standards including anything, but certainly not limited to, baby and kids toys, bean bags, cosmetic labelling, Care labelling for clothing & textiles, Sunglasses, toys and the list goes on.

Check out the ACCC Product Safety Australia website for more information.

And if you sell to other countries make sure you check that you comply with their standards too.



Insurance is something that is specific to each situation. We recommend that you talk to a broker to see what kind of insurance you and your business need.

Here is some general information about insurances you may need to consider:

  • Liability insurance and this usually covers you in case someone gets injured while using your product, no matter where they are.
  • Property insurance and this usually covers the loss or damage to your physical products. It’s important to note that your existing homeowner’s policy would cover your personal items, but likely won’t cover anything related to your business. If you run your business from home, it’s important to have both aspects covered unless you could replace all of the inventory and equipment out of pocket.
  • You may also need to look at transit and shipping insurance.

Again, we recommend you talk to a trusted insurance broker to see what insurances you may need.


Terms of service policy

Your website needs to have a terms of service policy. This lets anyone who visits your site know things they are and aren’t allowed to do when shopping on your site.

You need to state your terms of use in clear, simple, and easily understood language.

Your terms of service need to include terms around products, billing information, third-party tools and links, indemnity and governing law.

Now this all sounds a bit complicated but Shopify have provided a free terms of service policy generator.


Privacy policy

Your online store needs to have a privacy policy.

Online privacy is important because as an online seller, you collect and retain personal information about your customers including their name, address, email address, and possibly their credit card and other types of financial information. As the online store owner it is your responsibility to ensure this personally identifiable information is protected, and that when you collect such data you comply with federal and state privacy laws. And privacy policies are mandated by law in many countries.

Your privacy policy needs to clearly state what kind of personal information you will collect from users visiting your website, who you will share the information you collect with, and how you will use and store that information. And your privacy policy needs to be clearly accessible on your site.

You need to comply with the laws of the location that you are selling to.

Most countries have their own privacy policy and if you sell in that country you need to comply. Some of the more newly introduced laws to be aware of are:

The General Data Protection Regulation (GDPR) is the Greater Union’s data privacy law and affects you if you are based in Europe or who serve European customers.

The California Consumer Privacy Act (CCPA) is a California law that gives California residents more control over their personal information. If your website is available to California residents or you are involved in the sale of California residents’ personal information, then this law likely applies to you.

Shopify have a great whitepaper on CCPA and GDPR if you need more info on this.

We can’t give you legal advice, so this is just general information. If you have any further questions, then consult a local lawyer or privacy professional.

Shopify have a free privacy policy generator that you can access.


Refund policy

A good refund or return policy can help protect your company and win your customers’ trust, which in turn increases conversion.

We recommend having a really good returns policy. And by good, we mean good for your customer. Make it easy for them to return items. Don’t make them jump through hoops.

People are literally taking a leap of faith when they shop online. They need to trust that the product is as good as you say it is and they need to trust that they can return it if they don’t like it.

If you don’t have faith in your products why should your customers?

Sure, by having a returns policy you may have some returns to deal with, but this will be far outweighed by the increased conversion rate.

Shopify have a free refund and returns policy generator that you can access.


Shipping Policy

Another policy that you should have on your website is a shipping policy.

Customers have been burned by orders taking 6+ weeks because they unknowingly purchased from a dropshipping site. So having your shipping terms clearly stated is really important to build trust and to increase your conversion rate.

You want to let people processing times, shipping times, shipping methods and different policies for different locations or order values if you have that. You don’t have to be boring here either, you can add some flare to your shipping page by including pictures of you packing orders and how your orders look when they are sent. People love a good unboxing experience.



 If you send out your marketing emails or messages, you need to know about spam laws.

If you plan to send marketing messages or emails, you must first have permission from the person who will receive them.

Even if someone else is sending out your marketing messages for you, you must still have permission from each person who will receive your messages.

After you get permission, you must ensure your message:

  • identifies you as the sender
  • contains your contact details
  • makes it easy to unsubscribe


Getting permission

A person who gives express permission knows and accepts that they will receive marketing emails or messages from you.

People can give express permission by one of the following:

  • filling in a form
  • ticking a box on a website
  • over the phone
  • face to face

 You cannot send an electronic message to ask for permission, because this is a marketing message.

Keep a record when a person gives express permission, including who gave the permission and how.

Under the Act, it’s up to you to prove that you got a person’s permission.

You may infer that a person gives permission to get your marketing messages if you can satisfy both of the following:

  • they are a current customer
  • the message you want to send is related to the product or service they already bought from you

For more information about spam laws in Australia check out the ACMA’s website and if you are sending to another country, be sure to comply with their spam laws.

Final word

So to make sure your website ticks all the rules, regulations and legal boxes make sure you have these elements covered:

  1. Laws, regulations and standards
  2. Insurance
  3. Terms of service
  4. A privacy policy
  5. Shipping policy
  6. Returns policy

Written by Megan Winter

Megan is an award-winning marketer and has worked with some of the fastest-growing eCommerce brands in the world.

Megan loves helping ethically-produced, heart-centred, soul-driven online store owners to make more income and achieve more impact. 

How to batch content for your online store like a pro

How to batch content for your online store like a pro

Content is critical to the success of your online store because it helps you align with your audience, build a solid relationship with them and stay top of mind. And, when done strategically it drives sales, facilitates collaborations and opens the door to all kinds of opportunities.

But staying on top of your content production is tricky.

You may be familiar with the online store content rollercoaster…

You plan out a few weeks of content. You would even schedule it so it went without you having to do a thing and you were free to focus on the day to day operations of running an online store. So organised, so boss, so #igotthis

Then, before you knew it, those 2 weeks had flown by and you didn’t have anything for the next batch of content.


So you scramble to get something up. You skip a few days here and there. You post without strategy until you find the time to do another content planning session..

Does this sound familiar?

We want you to get off this rollercoaster for good.

That’s why in our signature program eComm Ignitor we teach our students how to stay on top of their content production.

And here, we’re going to show you how to make sure you stay on top of your content.


Step 1: start with the big picture

Look ahead and plan out your upcoming sales events, offers and any key dates that are relevant to your brand and your audience. Grab your calendar and map out any important dates for your brand and your audience. This will allow you to see the big picture before writing micro daily content.

You can download this free eCommerce calendar with key dates.


Step 2: reverse engineer your content

Reverse engineer a list of what communication elements you will need to create for each promotion, offer or key date and then map out when you are going to send each piece of communication.

These may include:

  • Email campaigns
  • IG posts
  • IG stories
  • FB posts
  • FB ads campaign

Overlap this with your default content plan so that you have a nice mix of content types. You can watch our free training on how to create content that converts.


Step 3: batch your content

Batching content will save time, energy, and stress. When you batch your content you stay in control and out of last-minute reaction mode trying to bust out content… again.


Tips to slay your batch day:

Tip 1: Remember that you are, in fact, a writer. 

If you can talk, you can write.

As Seth Godin says: “No one ever gets talker’s block. No one wakes up in the morning, discovers he has nothing to say and sits quietly, for days or weeks, until the muse hits, until the moment is right, until all the craziness in his life has died down. Why then, is writer’s block endemic?”

It’s important that you share your message in your genuine voice. So don’t buy into the writer’s block myth and just write as you talk.

Tip 2: Don’t put loads of expectation on yourself. 

Don’t make the process hard. Just have fun and explore what you can produce in one session. Have a plan – and – don’t get down on yourself if you get half of your list done the first time. It gets easier and you will create a natural flow. PROMISE!

Tip 3: Block out uninterrupted time. 

Don’t try to create content while you have a thousand things going on. Every week set at least 4 hours (5-6 is ideal) for you to simply create content. We recommend using the free time management tool, Pomodoro to make the most of your time.

Tip 4: Create a sacred space for your batch day. 

If you need to get out of the office – do that. Maybe you go to your favourite coffee shop with headphones on, or at home with your furbaby curled up at your feet. Be in a space that makes you feel aligned, inspired and creative. Take breaks, play music that lights you up, and bring snacks! ONE RULE: NO DISTRACTIONS!

 Tip 5: Defend this time like your business depends on it — because it does. 

It’s easy to forget that content is really important. But it is. Remember, when done strategically, it drives sales, facilitates collaborations and opens the door to all kinds of opportunities.



Step 4: Test, measure and tweak

Test and measure the results your content generates and tweak your content accordingly. BE CURIOUS! Remember, until you test it’s a guess.



By batching your content you will save a tonne of time, energy, and stress and we promise, it’s worth it.

Facebook launches Shops

Facebook launches Shops

Today (Wednesday 20th May here in Australia) Facebook has launched Facebook Shops.

A new tool for businesses which allows them to set up a shop to sell via both Facebook and Instagram from today with Messenger and WhatsApp to follow. 

Shops were in the pipeline but Mark Zuckerberg today announced they moved up the launch date due to the effect of Covid-19 on business “I think this particularly important right now because so many small businesses are moving online to deal with the economic fallout from Covid-19. “

What are they?

Although Facebook already have the shop tab and Instagram shopping it seems the Facebook Shop rollout will be more of a built in eCommerce function of Facebook and Instagram.

You will be able to set a cover image and choose an accent colour to showcase your brand.

Your shop will be accessible on your Facebook page, Instagram profile and also linked to through stories and ads. Customers will be able to browse, save products they like and place an order. At this stage it seems the checkout process will need to go through your website unless you are in the US.

Although this is a fantastic opportunity for businesses without a website to start selling online, I don’t think it will be a suitable solution until the ability to process the transaction within the app is rolled out globally. If you still need to link to your website for checkout then it does not remove the need for one at all. 


What do they look like?

Facebook’s official announcement gave a glimpse into the setup process and what the shops will look like.


Facebook has outlined some features which are already available and some which are coming, but not quite ready for their early launch.


Just like an eCommerce store would have a popup chat, your Facebook Shop will have a message button allowing customers to contact you through WhatsApp, Messenger or Instagram Direct. They foresee customers getting their tracking updates via these platforms as well.

In App Purchasing

Facebook has stated, “in the future, you’ll be able to view a business’ shop and make purchases right within a chat in WhatsApp, Messenger or Instagram Direct.”

This may solve the problem of needing a website to link to for smaller businesses. 

If you think you spend a lot of time on social media already, Facebook are working to increase this time even more! 

Live Shopping

Live shopping is a feature due to be added which will allow brands and influencers to tag a product from their Shop before going live on Facebook or Instagram. This will then show a link at the bottom of their video so viewers can click to learn more or purchase. This will be fantastic for product showcases, unboxing videos and reviews. This feature is being tested now and will be rolled out more broadly in the coming months.


Facebook has invested a lot of time and money into AI and augmented reality technology. In the future they plan to integrate this with their shopping platform to create “better shopping experiences” Mark says “We’ll automatically identify and tag products in feeds so people can easily click-through to purchase when they find things they like. Small businesses will also be able to personalize their storefronts to first show products that are most relevant to you and use augmented reality to let you virtually try on things like sunglasses, lipstick or makeup to see how they might look on you before buying, or what furniture might look like in your room.”

Welcome to the new world of online shopping!

Loyalty Programs

Facebook are also testing the ability to integrate your rewards programs within your Facebook shop. They are also “exploring ways to help small businesses create, manage and surface a loyalty program on Facebook Shops.” 

Instagram Shop

Starting in the US (why never Aus?!) they will be introducing Instagram Shop. Imagine scrolling through your pretty Instagram feed, but in this tab everything is for sale!

I spent a lot of time on Instagram tracking down the items in the photos I like and figuring out where to buy them, so this sounds like an exciting addition to me. 

You will be able to browse based on your favourite accounts or filter by category. When released there will be a new Shop tab in the top of the Instagram navigation bar so you can browse and shop all from the one app.

How do you get one?

Although Facebook Shops are destined to be available for all businesses, today they have started to be rolled out to eligible businesses who already use Instagram Profile Shops and/or Facebook Page Shops. They will be rolling out globally in stages for both Facebook and Instagram shops over the coming months.

If you currently use Instagram Shopping or a Facebook Page Shop, keep an eye on your email and in-app messaging as that’s where they will contact you when your shop is ready to start setting up.
If you don’t currently use these products, sign up for them today to ensure you’ll get access to Shops as soon as your business is eligible. 


Final Thoughts

I think this is building to be an exciting addition to the Facebook platform. I don’t think it will ever remove the need for a website of your own where you have full control but will be a nice complementary medium for people to discover your products and a great way to start out for small businesses, once Facebook fix the in app transactions. 

Given data breaches in the past and ongoing privacy concerns, I think there may be some hesitation for users to check out within Facebook and trust the platform with their secure payment information. On the other hand, businesses that have seen their ad accounts shut down because a robot deemed their account violated their T&Cs might be skeptical to invest too much energy into hosting a shop on the same platform that could close it in an instant. 

However, if they can get it right, with their inclusions of the latest in AI and augmented reality and the sheer amount of time people already spend on their platforms, this could revolutionize the way people shop.  

Written by Karyn Parkinson

Karyn AKA Karyn with a Y is a Facebook ad specialist with a side dose of eCommerce marketing, particularly website optimisation.

When she's not behind the computer you'll find her at the beach with her fur babies or on the roller derby track as Pink Fury!

A sneak peek into our facebook ad campaigns

A sneak peek into our facebook ad campaigns

There is a lot of fear flying around at the moment due to Covid19. We’re hearing things like

  • “If you aren’t discounting, you aren’t competitive”
  • “People aren’t buying”
  • “I’m going to pause everything until this blows over because you can’t get good results at the moment”

Fear is really dangerous. Fear is contagious, and it is often worse than the thing that we’re initially afraid of.

Fear often comes from the unknown, so we wanted to get real with you and show you what’s happening for our clients.

Did you know that we also run a boutique Facebook Ads agency where we manage clients ad campaigns for them…

We wanted to lift the hood and give you a sneak peek into our current results.

Below are 2 screenshots from 2 very different accounts, with 2 different budgets.

We know there are a heap of numbers here, so what do you look at to make sense of it all?

  • Amount spent: this is how much was spent on Facebook ads
    Purchase conversion value: this is how much was made in sales on the website as a result of the ads
    ROAS: return on ad spend

Both of these accounts are NOT discounting, people are still buying, and they are getting good results.

So, if you have felt yourself slipping into a state of fear… breathe.

Surround yourself with evidence of success, abundance and positivity.

If you’d like to learn more about running Facebook ads for your online store, click here to take our FREE Facebook Ads Masterclass.

Written by Megan Winter

Megan is an award-winning marketer and has worked with some of the fastest-growing eCommerce brands in the world.

Megan loves helping ethically-produced, heart-centred, soul-driven online store owners to make more income and achieve more impact.