Shopify Growth and Operations Guides: Conversion, Email, KPIs and Fulfilment
Everything here is about the store itself: what makes it convert, what to measure, how to keep email landing, how to ship. Ads, automation and AI search each have their own hub. Written by Nikhil Sharma, who runs data and operations for a DTC brand on Shopify and consults for other Shopify brands on conversion and growth.
Start here
- The Ultimate Shopify Store Marketing Checklist: the setup a new store needs, in order
- Things to know before starting a Shopify store: the decisions that are expensive to reverse
- Shopify ads running but no sales? 8 things to fix first: the checklist for a store that has traffic and no orders
- You don’t have a traffic problem, you have a trust problem: the five signs and the layers that fix them
Conversion and testing
- Shopify CRO audit: what the paid audit covers, what it has found, and when not to buy it
- I tried Shopify Rollouts A/B testing: what the built in tool does and does not give you
- Should you use Facebook and Instagram Shops?: what changed after checkout left the app
KPIs and reporting
- Shopify KPIs and unit economics: the numbers that run a store, and the three that matter
- Where to find every KPI in Shopify Analytics: without an app, with the reports named
- Automate the Shopify weekly report: one row a week, three sentences, in the inbox on Monday
- The five Klaviyo flows every Shopify store needs: in build order, with the settings that make them fire
- The right way to grow a Klaviyo list: why the checkout opt in beats the popup
- Why are my Shopify and Klaviyo emails going to spam?: the 2024 Gmail and Yahoo rules and the three records
Marketplaces, sourcing and fulfilment
- How to migrate from Etsy to Shopify: and keep Etsy open
- Etsy changed my processing schedule without asking: what processing time actually promises
- What I learnt sourcing products from China: defects, air versus sea, and unit price by volume
- Building our own FedEx fulfilment app: what a scanner based flow fixed for a shipping team
Case studies
- Scaling a Shopify beauty brand: Google Shopping, Meta and Klaviyo in sequence
- $700K in Shopify sales: the Q4 behind the first book
- $1 million in Shopify D2C revenue: Facebook and Google together
Traffic arriving, sales not
CRO audit, $999
Tracking, product page, checkout and mobile, with the fixes in order of what they are worth.
Not sure which problem you have
Thirty minutes on a call
Bring the store. If the money belongs in traffic rather than the site, I will say so.
Frequently asked questions
Where should a new Shopify store start?
With the checklist, then the KPIs post. The checklist is the setup in order, accounts, pixel, feed, email, reviews; the KPIs post is how to know whether any of it worked. Most stores skip the second half and run ads blind.
Why is my Shopify store getting traffic but no sales?
Usually one of eight things, and tracking is first. The ads running but no sales post walks the eight in order; the trust problem post covers the case where the page looks fine to you and untrustworthy to a stranger.
Do I need the CRO audit or can I test it myself?
Try Shopify Rollouts first for a change you are nervous about. If the question is why the store converts under 2 percent, an audit finds the answer faster than a test with no hypothesis, and the audit page says when it is the wrong product.