Introduction
This article details optimisations that we recommend all clients who are using Shopify Checkout Extensibility on their Checkout or Post Purchase pages implement based on our extensive testing as part of their Mention Me integration.
Want to find out more about Checkout Extensibility? Visit our separate guide: Shopify: checkout.liquid and the Checkout Extensibility Upgrade, and all of our articles related to the Shopify App here:
Optimisations
Here we list optimisations that we would recommend you implement. Some of these can be tested within the Mention Me platform, some of the others can’t as they are configured within Shopify itself.
Thank You & Order Status - Including the Mention Me experience on both pages.
The Shopify "App Block" system allows you to position the Mention Me experience in lots of parts of your website. We recommend that you include the Mention Me experience on both the Thank You page as well as the Order Status Page.
When testing this, we have seen that the Order Status Page can on average make up 30% of Shopify Postpurchase Impressions and can improve the enrolment rate by up to 20%.
You can read about installing the App on both of these pages here.
Thank You & Order Status - Placement and Positioning of the App
Here's our recommendations for where to (and not to) place the experience. We recommend that Mention Me comes before other experiences and is best placed at the top left of the Thank You and Order Status pages. The lower down the page, the less likely users will interact with the experience and the less likely they will refer their friends.
When testing this, we have seen that moving the Mention Me app to above the fold and into the top left of the Thank You and Order Status pages improved performance by 130%.
While it may look appealing to place the experience on the right sidebar, it should be noted that this sidebar is not visible on mobile devices and is likely to harm your program.
Unfortunately, you cannot A/B test this or choose a different placement for mobile vs. desktop as Shopify do not provide capabilities to do this at this time.
Updating Copy from the Mention Me defaults
Within our Platform, we provide a default copy to give you an idea of messaging that can be used to explain the referral promotion on the Thank You page. This copy is default and is very functional, but does not necessarily align with your brand identity or tone of voice. We therefore recommend that you update this copy to align with your tone of voice.
When testing this, we have seen updating the copy to be in line with a brand's tone of voice, which was over twice as effective and improved performance by 114%
We would also recommend that you test “Give” messaging vs “Get” messaging - whether the copy is focused on what the friend gets, or the referrer gets, as this can have a big impact on engagement.
When testing this, we have seen “Give” vs “Get” copy can result in a swing by as much as 25% although this is market and brand dependent.
To change the copy and imagery of the banner:
- The copy is controlled within the Mention Me platform.
- The copy is displayed at the offer preview level - within the Offer in Shopify content preview.
- To change the copy, select the 'Text editing mode' toggle at the top of the page, and then select the copy you wish to amend and change this using the editor before clicking "Save & Preview". Ensure you review both the "Personalised" and "Generic" tabs within the editor to configure the copy that is displayed when the content can / can't be personalised.
You can A/B test this copy compared to the existing / default copy. You can read about how to set up an A/B test here.