Maximizing Sales and Conversions with Matthew Stafford

In a recent episode of Etsy Seller Success, we had the pleasure of welcoming Shopify expert Matthew Stafford of Build Grow Scale. As many Etsy sellers look to expand their businesses beyond Etsy, Shopify becomes a natural next step. Matthew shared his inspiring journey into e-commerce, his approach to website optimization, and valuable strategies for improving conversions and profitability.

From Concrete to Clicks: Matthew’s Journey into E-commerce

Matthew Stafford’s career in online business didn’t start in a conventional way. Originally running a commercial concrete business for over 20 years, his perspective on work shifted after attending a Tony Robbins event. There, he was introduced to the world of digital entrepreneurship through a DVD series featuring names like Russell Brunson and Frank Kern.

With a goal to transition into online business within five years, Matthew successfully sold his concrete company and two brick-and-mortar salons. His first venture? Selling t-shirts on Teespring. Through this, he learned the power of running ads and driving traffic, leading him to co-found a marketing platform specializing in print-on-demand sports merchandise. Eventually, he sold that business and shifted his full focus to Shopify, where he now helps brands optimize their online stores.

The Power of Website Optimization: Why Most Stores Lose Sales

A key insight Matthew shared is that most online sellers focus too much on driving traffic and not enough on converting that traffic into sales. The average e-commerce store converts only about 2% of visitors, meaning 98 out of 100 people leave without purchasing. Matthew’s philosophy? Instead of simply increasing traffic, improve the site’s user experience to convert more visitors.

He put this principle to the test by helping Organifi, a brand that had generated $2.75 million in a year. After implementing his optimization strategies, they reached an $8.9 million run rate within 90 days and ended the year at $16 million. Similarly, another business scaled from $400K per month to $2.7 million per month within six months. These success stories prove that refining the shopping experience leads to significant growth.

Key Shopify Optimization Strategies for Higher Conversions

For sellers looking to maximize their Shopify store’s effectiveness, Matthew shared several critical strategies:

1. Focus on Clarity, Not Complexity

Many store owners clutter their websites with unnecessary information, thinking they need to showcase everything they offer. In reality, simplifying the shopping experience is key. Matthew suggests removing distractions and making it easier for customers to find exactly what they need.

2. Provide the Right Information at the Right Time

Each stage of the buyer’s journey requires different types of information.

• On the homepage, customers are browsing, so instead of overwhelming them with purchase buttons, guide them with clear categories and filters.
• On product pages, provide in-depth details, clear descriptions, and compelling images.
• At checkout, minimize steps and clarify why you need their information (e.g., “Email required for order confirmation”). This simple change reduced checkout errors by 279% for his clients.

3. Use Filters to Improve Navigation

Customers don’t want to scroll endlessly to find a product. Allowing them to filter products based on their preferences can increase conversion rates by 300-500%.

4. Tweak Your Checkout for Maximum Conversions

One of the biggest mistakes online sellers make is requiring customers to create an account before checkout. Matthew advises against this, suggesting that accounts be created automatically post-purchase instead. Additionally, he emphasizes clear messaging—telling customers why their email or phone number is needed improves abandoned cart recovery rates.

The Truth About Free Shipping

The debate over free shipping continues, but Matthew offers a game-changing perspective: never call it “free” shipping. Instead, say, “We pay for shipping.” This small wording change triggers reciprocity, making customers feel valued. To maintain profitability, include the shipping cost in your product pricing.

Reviews Matter—Even the Bad Ones

Customer reviews significantly impact conversion rates. According to Amazon’s data, products with over 200 reviews see doubled conversion rates. Interestingly, negative reviews also play a role—shoppers frequently check them to gauge authenticity. The key? Responding to negative feedback transparently builds trust.

Branding: Overrated or Essential?

For new Shopify sellers, branding often seems like a top priority. However, Matthew argues that branding only matters once a business has consistent sales. Instead of obsessing over aesthetics, sellers should focus on functionality, clarity, and user experience.

Scaling Successfully Without Self-Sabotage

Once a Shopify store gains momentum, scalability becomes the next challenge. Matthew highlights common self-sabotaging behaviors among entrepreneurs, such as losing motivation after reaching financial goals. He recommends working with a coach or mentor to push beyond limiting beliefs and maintain growth.

Final Thoughts: Keep It Simple and Scalable

Matthew’s advice is clear: Shopify success isn’t about complexity—it’s about clarity, optimization, and consistency. By focusing on conversion rather than just traffic, ensuring a seamless checkout process, and strategically pricing products to include shipping costs, Etsy sellers can successfully transition to Shopify and scale their businesses.

For more insights from Matthew, visit Build Grow Scale or reach out to him at matt@buildgrowscale.com.