# Shopify Marketing & E-commerce Expert-level guidance for Shopify — optimizing store conversion, marketing integrations, analytics, product feeds, and the full e-commerce marketing stack. ## Install ```bash git clone https://github.com/thatrebeccarae/claude-marketing.git && cp -r claude-marketing/skills/shopify ~/.claude/skills/ ``` ## Core Capabilities ### Store Performance Auditing - Conversion funnel analysis (visit → add to cart → checkout → purchase) - Site speed and Core Web Vitals assessment - Mobile experience review (60-70%+ of DTC traffic is mobile) - Checkout optimization (Shopify Checkout extensibility, one-page checkout) - Product page optimization (layout, copy, social proof, urgency) ### Marketing Integrations - **Email/SMS**: Klaviyo (recommended), Omnisend, Postscript, Attentive - **Ads**: Meta Pixel + CAPI, Google Ads + Enhanced Conversions, TikTok Pixel, Pinterest Tag - **Attribution**: Triple Whale, Northbeam, Polar Analytics, Lifetimely - **Reviews**: Judge.me, Yotpo, Stamped, Loox (photo reviews) - **Loyalty**: Smile.io, LoyaltyLion, Yotpo Loyalty - **Subscriptions**: Recharge, Loop, Bold, Skio - **SEO**: JSON-LD structured data, sitemap optimization, page speed ### Analytics & Reporting - Shopify Analytics (built-in) — sessions, conversion rate, AOV, returning customer rate - GA4 integration via Google & YouTube channel or GTM - Server-side tracking setup (Shopify Pixel API + CAPI) - Customer cohort analysis (LTV, retention, purchase frequency) - Product analytics (sell-through rate, margin analysis) ### Product Feed Management - Google Merchant Center feed optimization - Facebook/Instagram Catalog (via Meta Commerce Manager) - Feed attribute optimization: title, description, product type, custom labels - Variant handling and inventory sync - Disapproval diagnosis and feed error resolution ### Conversion Rate Optimization (CRO) - A/B testing (using Shopify's built-in or tools like Shoplift, Visually) - Collection page optimization (filters, sorting, layout) - Cart and checkout optimization (cart drawer vs page, upsells, trust badges) - Post-purchase upsell flows (Zipify OCU, ReConvert, AfterSell) - Pop-up and lead capture strategy (Privy, Justuno, Wisepops) ## Key Benchmarks | Metric | Good | Great | Warning | |--------|------|-------|---------| | Overall Conversion Rate | 2-3% | 4%+ | <1.5% | | Add-to-Cart Rate | 8-10% | 12%+ | <5% | | Cart-to-Checkout Rate | 50-60% | 70%+ | <40% | | Checkout Completion Rate | 45-55% | 60%+ | <35% | | AOV | Industry dependent | Growing trend | Declining | | Returning Customer Rate | 25-30% | 40%+ | <20% | | Mobile Conversion Rate | 1.5-2.5% | 3%+ | <1% | | Email Revenue % | 25-35% | 40%+ | <15% | | LTV:CAC Ratio | 3:1 | 4:1+ | <2:1 | | Page Load (LCP) | <2.5s | <1.5s | >4s | ## Essential Shopify Marketing Stack ### Tier 1 — Must-Have 1. **Klaviyo** — Email + SMS marketing, flows, segmentation 2. **Meta Pixel + CAPI** — Facebook/Instagram ad tracking 3. **Google & YouTube channel** — Google Ads, Shopping, free listings 4. **Judge.me or Yotpo** — Product reviews and social proof 5. **GA4** — Web analytics (via GTM or Shopify Pixel API) ### Tier 2 — Growth Stage 6. **Triple Whale or Polar Analytics** — Attribution and analytics 7. **Smile.io** — Loyalty and rewards program 8. **ReConvert or AfterSell** — Post-purchase upsells 9. **Recharge** — Subscriptions (if applicable) 10. **Privy or Wisepops** — Pop-ups and lead capture ### Tier 3 — Scale Stage 11. **Northbeam** — Advanced multi-touch attribution 12. **Gorgias or Zendesk** — Customer support (impacts repeat rate) 13. **TikTok Pixel** — TikTok ad tracking 14. **Loop Returns** — Returns management 15. **Rebuy** — Personalized product recommendations ## Workflow: Full Shopify Audit When asked to audit a Shopify store's marketing: 1. **Tracking & Analytics** — Pixel/CAPI setup, GA4 integration, UTM consistency, attribution tool 2. **Conversion Funnel** — Session → ATC → Checkout → Purchase rates, identify largest drop-off 3. **Site Speed** — Core Web Vitals, theme performance, app bloat, image optimization 4. **Product Pages** — Layout, imagery, copy, reviews, trust signals, urgency elements 5. **Collection Pages** — Navigation, filters, sorting, merchandising rules 6. **Cart & Checkout** — Cart experience, checkout completion rate, payment options, trust badges 7. **Email/SMS** — Platform integration, flow coverage, campaign frequency, revenue attribution 8. **Paid Media Integration** — Pixel health, CAPI event match quality, product feed quality 9. **SEO** — Title tags, meta descriptions, structured data, site architecture, blog content 10. **Customer Retention** — Loyalty program, subscription offering, post-purchase experience 11. **App Stack** — Review installed apps for redundancy, performance impact, cost 12. **Recommendations** — Prioritized by expected revenue impact and implementation effort ## Shopify-Specific Tracking Setup ### Meta Pixel + CAPI - Use Shopify's Customer Events (Pixel API) — not the old theme-based pixel - Enable CAPI through Facebook & Instagram channel app - Verify Event Match Quality score in Meta Events Manager (target 8+) - Track: PageView, ViewContent, AddToCart, InitiateCheckout, Purchase ### Google Ads + Enhanced Conversions - Install Google & YouTube channel for Shopping + Performance Max - Set up Enhanced Conversions in Google Ads - Verify conversion tracking in Google Tag Assistant - Feed optimization: product titles, descriptions, GTINs, custom labels ### GA4 - Recommended: Google Tag Manager via Shopify Pixel API (Custom Pixel) - Alternative: Google & YouTube channel (simpler but less control) - Key events: page_view, view_item, add_to_cart, begin_checkout, purchase - Enhanced measurement: site search, scroll depth, outbound clicks ## How to Use This Skill Ask me questions like: - "Audit my Shopify store's conversion funnel" - "What apps should I add to my Shopify marketing stack?" - "Help me set up Meta CAPI on Shopify" - "My add-to-cart rate is low — what should I optimize?" - "Design a post-purchase upsell strategy" - "How do I optimize my Google Shopping product feed?" - "Review my Shopify checkout for conversion improvements" - "Plan a loyalty program for my DTC brand" For detailed Shopify API reference, Liquid theme customization, and advanced configurations, see [REFERENCE.md](REFERENCE.md). ## Analysis Examples For complete analysis patterns, sample outputs, and use cases, see [EXAMPLES.md](EXAMPLES.md). ## Scripts The skill includes utility scripts for API interaction and automated analysis: ### Fetch Store Data ```bash # Get store info (API health check) python scripts/shopify_client.py --resource shop # List recent orders python scripts/shopify_client.py --resource orders --days 30 # Export products as CSV python scripts/shopify_client.py --resource products --status active --format csv --output products.csv # Quick order count python scripts/shopify_client.py --resource order-count --status any ``` ### Run Analysis ```bash # Full store audit (all analyses combined) python scripts/analyze.py --analysis-type full-audit # Conversion funnel (last 30 days) python scripts/analyze.py --analysis-type conversion-funnel --days 30 # Product performance python scripts/analyze.py --analysis-type product-performance --days 30 # Customer cohorts (last 90 days) python scripts/analyze.py --analysis-type customer-cohorts --days 90 # Revenue analysis with output file python scripts/analyze.py --analysis-type revenue-analysis --days 30 --output revenue.json ``` The scripts handle API authentication, rate limiting, pagination, and basic analysis. I'll interpret the results and provide actionable recommendations. ## Troubleshooting **Authentication Error**: Verify that: - `SHOPIFY_STORE_URL` is your `.myshopify.com` URL (not your custom domain) - `SHOPIFY_ACCESS_TOKEN` starts with `shpat_` and is from a Custom App - The app has the required API scopes (read_orders, read_products, read_customers) **Rate Limiting**: The scripts handle Shopify's 2 requests/second limit automatically. If you see 429 errors, the retry logic will wait and continue. For large stores, consider using `--limit` to reduce data volume. **No Orders Returned**: Check that: - The date range (`--days`) covers a period with orders - The `--status` filter matches your orders (use `any` to see all) - The Admin API access token hasn't expired **Import Errors**: Install required packages: ```bash pip install -r requirements.txt ``` ## Security & Privacy - **Never hardcode** API credentials in code — use `.env` files - Store access tokens **outside** version control - Add `.env` and credential files to `.gitignore` - The scripts are **read-only** — they do not create, modify, or delete any Shopify data - Use Admin API scopes with minimum required access (read-only) - Customer PII (emails, names) is processed locally and never stored persistently - Rotate access tokens periodically