If you’re waiting until the last minute to prep your Shopify store for Q4, you’re already behind.
The brands that win Black Friday and the holiday rush? They’re the ones quietly tightening up their websites in the summer, so by the time shoppers flood in, they’re ready to convert.
Hey, I’m Elle, Shopify and Klaviyo expert, and your go-to Ecommerce BFF. I spend my days helping small business owners cut through the tech overwhelm, boost conversions, and actually feel excited about running their online shop again.
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In this blog, I’m sharing three simple but game-changing tweaks that independent brands can make right now to boost sales (without doing a full website overhaul). Let's get started...
Navigation that converts, not confuses
Think of your website menu as your customer’s personal shopping assistant. If they can’t find what they’re looking for in under 10 seconds, they’re out.
Confusing menus increase bounce rates and reduce sales, especially on mobile. This isn't just about being organised; it's about guiding your customer journey with intention.
Quick fixes for your Shopify menu:
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Limit your navigation to 5–7 clear items. Think like a department store: Shoes, Clothing, Accessories.
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Remove "Home" from the menu as your logo already does that job.
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Move pages that don’t directly drive conversions (like "About Us") to the footer.
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Add a Bestsellers tab, shoppers are hardwired to want what everyone else is buying.
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Include a "New In" section to capture the attention of repeat customers.
Over 70% of your traffic is likely mobile. Brands like Skims, Fat Face, and Beauty Pie nail this with clean, simple menus that push shoppers into the funnel fast. That’s the energy you want to bring.
The bottom line is design your navigation for the way people actually shop, not the way you think about your products.
Product pages that actually sell
Here’s the hard truth: most small businesses don’t lose sales on their homepage, they lose them on their product pages. Customers land on a product, get curious, then leave because they can’t find the answers they need.
Your job? Eliminate hesitation. Every detail on a product page should move your customer closer to clicking “Add to bag.”
Must-have elements for Shopify product pages:
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High-quality imagery: Multiple angles, lifestyle shots, and user-generated content (real people using your product = instant trust).
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Video: A 10-second clip showing a product in use can outperform even the best product photo. Think: a candle flickering, a bag being unzipped, or a dress moving in the light.
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Clear, scannable info: Use tabs for sections like Sizing, Materials, Care Instructions, Shipping & Returns.
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Sensory details: You can't smell a candle through a screen, so describe the scent. You can't touch fabric, so evoke the feeling with words. Instead of “100% cotton,” try “soft, breathable cotton that feels like your favourite worn-in tee.”
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Trust indicators: Customer reviews, testimonials, and badges (e.g., handmade, eco-friendly) increase confidence. Apps like Judge.me make this easy to add.
People buy emotionally and justify logically. First, tap into feelings (comfort, joy, status, belonging), then back it up with the practical details that reassure them they’re making the right choice.
Remember, your product page isn’t just a catalogue, it’s your salesperson. Make sure it’s working as hard as you do.
Increase average order value (AOV) without feeling salesy
Revenue growth isn’t always about chasing more traffic, it’s often about making the most of the customers already on your site. That’s where Average Order Value (AOV) comes in.
Most Shopify stores leave easy money on the table because they aren’t optimising their AOV. The good news? With a few small tweaks, you can encourage customers to spend more without ever feeling pushy.
Smart strategies to boost AOV:
Free shipping thresholds:
Set your free shipping offer slightly above your current average order. Example: if customers usually spend £45, make free shipping kick in at £50. That small nudge can add up to big revenue gains.
Bundles & multi-buy offers:
Encourage customers to grab more for slightly less, like “Buy 2 candles, get the 3rd half price.” Shoppers love the sense of getting extra value.
Cross-sells & upsells:
Recommend complementary products right on the product page or at checkout. If someone’s buying a journal, show them a matching pen set or leather cover.
“Frequently Bought Together” sections:
This leverages shopper psychology, if others bought those items as a bundle, your customers are more likely to as well.
On-page product discovery:
Don’t make people hunt. Add “You May Also Like” or “Complete the Look” carousels directly on product pages so customers can easily add more to their cart.
The key here is to make these suggestions feel like helpful recommendations, not aggressive upsells. Done right, boosting AOV feels like you’re curating a better shopping experience, not just asking for more money.
Even a small increase in AOV, £3 to £5 per order, can add thousands of pounds to your annual revenue without needing a single extra visitor to your site.
Bonus tip: De-template your Shopify theme
One of the fastest ways to lose a potential customer? Having a website that looks like every other Shopify store out there. If your shop feels generic, customers will assume your products are too, and they’ll bounce.
The fix? De-template your theme so your store feels uniquely you. It doesn’t take a full redesign, just a few small changes that add brand personality and polish.
Easy ways to de-template your Shopify store:
- Change default theme language: Swap out boring placeholders like “Quick Links” for something more inviting like “Explore” or “Shop by Category.”
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Update your favicon. That tiny logo in the browser tab matters more than you think as it instantly makes your shop feel more professional and memorable.
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Add personality to product descriptions: Ditch the robotic copy. Talk like a human. If your product was a friend, how would they describe themselves?
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Clear the clutter. Remove generic extras like “Tax included,” “Powered by Shopify,” or random dynamic checkout buttons that clutter the page.
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Keep it intentional. Only use quantity selectors if it makes sense (they’re great for candles, not so much for handmade artwork).
The result: your website feels lived-in, thoughtful, and trustworthy, not like you just hit “publish” on a stock Shopify theme.
Take 20 minutes to click through your site and ask yourself, Does this feel like my brand, or does it feel like Shopify’s brand? If it’s the latter, it’s time to tweak.
Finally, remember that the brands that thrive in Q4 aren’t just the ones with slick websites or clever discounts, they’re the ones that connect. When customers feel understood, supported, and excited to shop with you, conversions follow naturally.
So yes, fix your navigation. Polish your product pages. Boost your AOV. But don’t forget the most powerful piece: showing up as you. That’s what keeps customers coming back long after Black Friday hype has faded.
At the end of the day, shopping isn’t just a transaction, it’s an emotional experience. Your website should do more than just “list products.” It needs to help people:
👀 KNOW: Give them clear, detailed info so they feel confident about what they’re buying.
💚 LIKE: Show your brand personality through visuals, copy, and a consistent tone.
🌟 TRUST: Share reviews, customer stories, and remove anything that feels like a cookie-cutter template.
Remember: people don’t buy from perfect brands. They buy from real ones.
Why learn from me?
Hi, I’m Elle. I specialise in all things ecommerce for small businesses selling and growing online. I created The Ecommerce Assistant to help busy brand owners make more sales on their online shop by teaching them how to use Shopify + Klaviyo.
