307. 10 High-Impact Projects to Grow Your eCommerce Business

Running an eCommerce business means juggling a never-ending list of tasks, especially during busy seasons. But once things slow down, it’s the perfect opportunity to step back, evaluate, and tackle those big projects you’ve been putting off. You know the ones—the tasks that sit on the back burner while you’re busy handling the day-to-day, only to leave you feeling guilty for not making time for them.

The truth is, these projects are more than just to-dos—they’re investments in the long-term growth and efficiency of your business. Whether it’s streamlining your processes, optimizing your website, or setting up better marketing strategies, these tasks lay the foundation for a thriving eCommerce brand.

So, let’s talk about the high-impact projects you should consider prioritizing. Even if they require a bit of work and dedication to complete, the payoff is worth it. And trust me, checking them off your list will feel so satisfying.

Ready to get started? Let’s dive in.

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Create or Refresh Your Automated Email Flows

First on the list is of course… email automations. Whether you’ve only got a few basics set up, or you haven’t touched them in awhile, Q1 is a great time to give your email automations an overhaul. 

I’m a huge believer that done is better than perfect, and honestly, just having the basics set up is a win. But over the last year, I’ve seen so many eCommerce businesses with email automations that are, well, super bare bones

Sure, they’ve got a welcome series, a checkout abandonment series, and maybe even a post-purchase series – but they’re not really leveraging automated emails as well as they could be. 

Crafting a unique personalized journey for your customers is the best way to generate passive income in a product-based business and for many business owners their email flows are an afterthought. 

I want you to really start to think about the journey your customers are taking when they join your list. What questions are they asking, what information do they need, what perks can you offer them… and how can you weave that into your automation suite?

For example, if they’ve abandoned their checkout it’s likely something is holding them back, they have some objection. It’s your job to make sure your checkout abandonment email overcomes those objections. That might look like answering FAQs in the email, showing screenshots of social proof, and highlighting your easy returns and split-pay options. 

If they’re a repeat customer buying a consumable product, at what point are you intentionally inviting them to join your subscription program so you can generate recurring revenue?

If you’ve never put this much thought into your email automation, Q1 might be the time to do it. Yes, it’s a big project, but it’s one of the smartest investments you can make as an eCommerce business owner. A well-optimized email suite works for you 24/7, bringing in sales while you focus on other parts of your business

If you need help creating a truly unique and optimized email automation suite like this, I recommend you check out Email Badassery. If you’re listening to this episode in real time it’ll be part of the Badassery Blitz starting on December 9th. If you’re listening to this after the blitz the course is available on my website. 

Another great project for Q1… a product recommendation quiz. 

Implement a Product-Recommendations Quiz

If you’ve been thinking about creating a product quiz, Q1 is the time to do it. Quizzes help personalize the customer experience and boost conversions. Plus, they integrate beautifully with your email flows, so it’s smart to set this up before you refresh those automations.

Not only does it allow you to collect more data about your customer that you can use to personalize your automated emails for your customers so they feel custom-made for them, but it’s also a great asset to reference in your emails to help your customers make a buying decision. 

One of my favorite apps for this is Shop Quiz: Product Recommender by Revenue Hunt. It integrates with all your favorite eCommerce email platforms. 

Another update you can make to create a better experience for your customers is to optimize your website. 

Update or Optimize Your Website

Now, before you go down the rabbit hole of endless tweaks and adjustments, let me stop you right there. A lot of eCommerce business owners use website optimization as an excuse to hide behind their computer instead of putting themselves out there and actually marketing their business. Trust me, I get it… tinkering with your website feels productive, but it’s not going to magically drive traffic or sales. 

That said, it’s still your digital storefront, and you owe it to yourself and your customers to make it as good as it can be. The key is to focus on high-impact improvements that enhance the customer experience and help you convert more of the people who are already showing up.

That’s why I think taking a week or two in Q1 to give your website an overhaul can be a smart business decision. 

Here are some areas to focus on:

Upgrade to a New Theme

If you’re still on a 1.0 theme, or not on the latest version of your 2.0 theme, Q1 is a great time to upgrade. With every new release usually comes new features. For example, features like mega menus, search optimization and even filtering are either built into the theme or work with Shopify’s search and discovery app. Depending on how you’ve got your store set up at the moment, you might be able to ditch some paid apps and simplify your tech stack. 

Utlize Metaobjects and Metafields

Metaobjects and metafields were a major upgrade to how Shopify stores information. 

For example, if you have ingredient information in your product description, adding it to a metafield gives you more control over where on the product page it appears. 

You can also use them create custom filters, unique how-to pages, and a whole lot more. 

Once you create a solid system for how to organize your content on the backend, you can drastically cut down on the time it takes to add new products, new content, and gain more control over how that content appears on your site. 

Improve Product Catalog Organization

Merchandising an eCommerce store is just as, if not more important than merchandising a brick and mortar store. 

Your job is to make it as easy as possible for customers to find what they’re looking for with clear categories, filters, and navigation. 

The wider your product assortment—the more important this is. You want your customers to get to the perfect product in as few clicks as possible and they shouldn’t have to scroll endless category pages to find it. 

A well-organized catalog doesn’t just improve the customer experience and increase conversion—it helps your SEO, too. All the links your navigation creates helps search engines understand what you sell and how all your categories intertwine. 

This is one of those things most of us don’t spend enough time thinking about, especially as our assortments grow… so if you haven’t updated yours in a while consider making it a priority. 

Optimize Product Pages 

Your product page is your sales person and you want to make sure it’s designed to convert a browser into a buyer. 

When I’m thinking about content for product pages, I like to ask myself “How can I recreate the in-person experience on the Internet?”

Remember: customers can’t touch, feel, taste, smell, or try on what you’re selling them. The images and written content on your product page is all they have to go on. 

That’s going to include really great images and or video that make it easy to see what the product is, to see the product in use, to see how it fits, etc. You’ll also want compelling copy that evokes the senses to make them feel as if they’re experiencing the product first-hand. 

You’ll also want to think about what hesitations or questions they might have and answer them right on the product page. 

Build Landing Pages for Best Sellers 

Highlight your top-performing products with dedicated landing pages that focus solely on their benefits, features, and social proof. The main difference between a landing page and a typical eCommerce product page is that the content below the fold is still specific to that product and more robust than what you’d find on a regular product page. 

For a deeper dive into the landing page for your best-sellers strategy, check out episode 294 of the podcast. 

Courses to Help You Optimize Your Shopify Store

If you want some step-by-step guidance to optimize your Shopify store, or if you’ve been thinking about switching to Shopify from another eCommerce platform, make sure you check out Shopify Badassery. This walks you through step-by-step how to set up your Shopify store, including organizing your products, creating your navigation menu, etc. 

If you have a pretty good handle on Shopify as a whole and just want to dive into some of the more advanced features like Metaobjects, Metafields, and even automating parts of your store with Shopify flow, then you’ll want to check out Shopify Secrets. 

Shopify Secrets will be available for sale during the Badassery Blitz. Shopify Badassery is already available. Shopify Secrets will be included with Shopify Badassery when it’s released, so you don’t need to buy both, but I separated out Shopify Secrets for those who don’t need the full soup-to-nuts walkthrough that Shopify Badassery provides. Think of Shopify Secrets as a module from within Shopify Badassery. 

Review Your Tech Stack

Speaking of Shopify… if you’re still using WooCommerce, Squarespace or some other eCommerce platform—it might be time to switch. Shopify isn’t the best choice for every eCommerce store,  but it is the best choice for most eCommerce store. I won’t go to in the weeds on why that is today, but the easiest way to explain is that Shopify is like the iPhone of eCommerce platforms. 

I was actually late to the iPhone game, I resisted it for so long just because I hated how obsessed people were with it. But eventually I got annoyed that every new app that came out was created for iPhone first… with the Android version lagging behind or not coming at all. 

That’s what it’s like to be on Shopify. Anytime there is a new integration with another platform, the Shopify integration happens first. It also happens to be the most robust while also being the most user-friendly eCommerce platform. 

If you do want to make the switch, I’ll stick a link in the show notes where you can get a forever free trial to the platform. This way you can build your store out without being limited to a 14-day trial. 

If you’re already on Shopify, or have no desire to switch, then it’s still a great time to review your entire tech stack. 

Are you paying for things that you don’t use anymore? Maybe you invested in an app for a specific functionality but now your platform or theme has a native way to accomplish the same thing.

For example, Shopify now has it’s own Search & Filter App, Bundles App, and Subscription App. While they’re not the most feature rich, depending on your needs you can probably save a few bucks each month by switching to their free options. 

Then there is your email platform. If you’re still using Flodesk, you know what I’m going to say, right? While I generally recommend Klaviyo, Drip or Omnisend depending on your needs (my affiliate links are in the show notes) even Shopify’s internal email platform is better than non-eCommerce first platforms. 

If you’re thinking about revamping your automations, it makes perfect sense to switch your platform too. 

And don’t limit your audit to just the apps you use on your website. Check for all recurring charges you might have forgotten about. Did you buy a last pass subscription when you were sharing passwords with contractors that you don’t use anymore. Did you pay for a task management platform that you stopped using because you prefer a quick to-do list instead. And don’t forget to check for those annual subscriptions that you keep forgetting about until they hit your bank account. 

If you have a team, bring them into the process too. There might be tools they’re not utilizing much without you even realizing it. 

Document Business Processes for Delegation

You can’t scale your business if you’re doing all the things. But bringing on new team members is one of the hardest parts of running a business. Once you find the right person, now you’ve got to train them… and if your processes only exist in your head it’s going to be that much harder to get your people up to speed. 

That’s why it’s so important to create Standard Operating Procedures (SOPs) for repetitive tasks in your business. 

Even if you’re not ready to delegate yet, getting those processes out on paper will make sure you ready to hit the ground running when you do. 

Documenting the processes is also super eye opening. I remember when I did it back in the day for my podcast in preparation for bringing on a virtual assistant. As I was writing it out I realized how many steps it actually was and realized why it was taking me so damn long. 

Even if you don’t intend to outsource, documenting these processes might actually be the thing that gets you to do it. 

If what you’re documenting happens 100% on the computer, for example adding new products, there’s an even a tool that will generate the directions for you after you record yourself doing the process.That tool is called Scribe. https://scribehow.com/ Otherwise, I would keep it simple and write everything up in a Google Doc. I love the latest update to Google Docs that allows you to create tabs. It essentially creates new pages within the same doc so it’s easy for someone to click through without create super long pages with tons of headings, etc. 

So far, we’ve covered a lot of backend things you can work on to increase conversion and streamline operations… but there are also some projects that can help you increase your visibility. For example, 

Search Engine Optimization

SEO sounds overwhelming, but it’s not nearly as complicated as it sounds. There is also a lot of concern about whether or not SEO and Google search is dead because of AI tools. 

While we’re seeing a change in search behavior and AI added to search engine results pages, SEO for eCommerce stores in far from dead. 

Even if SEO as we know it is completely obsolete in 5 years—something that is unlikely by the way—there’s no reason why you shouldn’t try to capitalize on it for what it is right now. 

And truth is, when you’re super focused it doesn’t have to take a lot of time. 

If you are ready to tackle SEO head-on and you want to start getting found for free in search engines, check out my SEO Badassery course. We focus solely on creating and optimizing on-site content and depending on how long your store has existed you can see results in as little as 3 months. 

Speaking of getting found… getting your products on other sales channels is another way to increase your visibility. 

Get Your Product on Other Sales Channels

If you’ve been thinking about diversifying your sales channels, Q1 is a great time to make it happen. Adding new platforms doesn’t just expand your reach—it gets your products in front of customers who may never have found you otherwise. The best part? Once you set these channels up, they can generate consistent, passive sales with minimal ongoing maintenance.

Here are a few high-impact channels to consider:

Google Shopping

If you’re not already on Google Shopping, you’re missing out on one of the easiest ways to reach customers actively searching for products like yours. Think of it like paid search ads, but for shopping. Once you set up your product feed, your products appear directly in the search results, complete with images, pricing, and reviews. It’s the perfect way to capture high-intent buyers and drive traffic to your store.

TikTok Shop

TikTok isn’t just for dancing videos anymore. The platform’s shop feature is exploding with potential, especially if your audience skews younger or trend-driven. TikTok Shop allows users to discover and purchase products without ever leaving the app. Pair it with creative short-form content that highlights your products, and you could see a big boost in visibility and sales.

Faire

Faire is a wholesale marketplace that connects makers and brands with boutique retailers. If you’ve ever thought about expanding into wholesale but didn’t know where to start, Faire is an excellent option. It streamlines the process, making it easy for you to connect with buyers and grow your reach without the hassle of managing wholesale orders on your own.

Etsy

If your products are handmade, customizable, or fall into a niche category, Etsy is a no-brainer. It’s a trusted marketplace with a built-in audience of shoppers looking for unique, creative items. Even if Etsy isn’t your main sales channel, it can serve as a discovery tool that funnels customers to your main store.

YouTube

If you’re using YouTube in your business, you’ll definitely want to pair it with YouTube shopping so viewers can buy directly from your content. Whether you’re creating tutorials, behind-the-scenes videos, or product demos, YouTube not only helps you sell but also builds trust and connection with your audience. 

Don’t Forget Major Marketplaces

If you’re ready to take things even further, consider listing your products on marketplaces like Amazon, Walmart, or Target’s online marketplace. These platforms have massive built-in audiences and give your brand access to customers who may not typically shop small. While selling on these marketplaces often comes with additional fees and competition, they can be a powerful way to grow your reach and increase sales volume. Remember, you’re paying for exposure to their audience. 

The good news? If you’re using Shopify, the Shopify Marketplace Connect app makes it easy to sync your products with these platforms. This app also integrates with other marketplaces like eBay, Etsy, and more, so you can manage your listings, inventory, and orders all in one place. It’s a huge time-saver and ensures your marketplace strategy works seamlessly with your existing eCommerce operations.

How to Get Started

You don’t have to tackle all these channels at once. Start with one or two that align best with your target audience and products. Here’s the key: Take the time to set them up correctly. That means creating high-quality product listings with great images, compelling descriptions, and accurate pricing.

Expanding to new sales channels is an investment of time upfront, but it’s one that pays off by diversifying your revenue streams and reaching new customers. With so many tools and integrations available today, there’s no reason not to give it a try.

If you want to put a little more oomph behind your marketing efforts, it might be time to start investing in paid ads. 

Start Facebook Ads

I know a lot of people are afraid of ads. They think it’s too complicated, too expensive, or that they just don’t work anymore. 

That’s not true at all. 

Is there a skill to running Meta ads? Yes. Can you do it? Also yes. 

The number one thing you need when running Meta Ads is patience and a willingness to test. Ads are not a “set it and forget it” strategy—they’re about learning what works, tweaking as you go, and refining your campaigns over time. But once you crack the code, the payoff can be huge.

Here’s the thing about ads: they’re an investment. I know it can feel counterintuitive to spend money when your budget is tight, but that’s exactly the point. By investing in ads, you’re creating a system to generate more revenue, which gives you the funds to reinvest in even more ads. It’s a cycle that builds momentum, and once it starts rolling, it can seriously transform your business.

That’s also why I recommend you learn to do them yourself, before you invest in an agency. And there’s a few reasons why. 

One. The money you would spend on the agency, is money you can put toward your ad budget. The more you can invest in the actual ads, the faster you can test, learn, and scale. 

Two. I want you to be dangerous enough with ads that you know when someone is doing a good job. Does that mean when you do finally outsource that you should micromanage everything the agency does? No. That’s a whole other problem that we can discuss a different day. But it does mean you’ll know how to read the metrics and ensure you’re staying profitable. 

Now, can you grow organically? Absolutely. But let’s be real—organic is slow AF. Those “overnight successes” you see on social media? They’re the exception, not the rule. Most of us don’t have the luxury of waiting months or years for organic strategies to pay off, especially when you’ve got bills to pay and goals to crush. Ads allow you to speed up the process and get your products in front of the right people, faster.

The beauty of Meta Ads is how customizable they are. You can start small, testing different audiences, creatives, and messaging until you find your sweet spot. You’re not throwing spaghetti at the wall—you’re collecting data, refining your strategy, and scaling what works.

Ads might feel intimidating at first, but they’re worth it. Think of them as a tool to amplify your efforts, drive revenue, and set your business up for long-term success. 

If you want to give ads a shot, but are afraid to go it alone—come join the Lounge membership. We’ve got the resources you need to get started and our resident Meta Ad Strategist Anna is there to answer all your questions and give you feedback on how to improve your campaigns along the way. 

While ads are a great way to speed up your business growth, they’re not a replacement for a strong organic marketing strategy. We don’t want all your eggs in the paid ads basket. That’ why it’s important to get consistent with your marketing strategy. 

Get Consistent with Your Marketing Strategy

Consistency in your marketing isn’t just about showing up regularly—it’s about giving your customers a reason to come back to your store. That’s where marketing campaigns come in. Instead of randomly posting on social media or sending sporadic emails, focus on building campaigns that create excitement, spark curiosity, and drive action.

Think about it: your customers are bombarded with messages every day. If you want to stand out, you need to be intentional about what you’re sharing and why. This isn’t about just keeping your business top of mind (though that’s important too); it’s about delivering a clear value or incentive that gets them to take the next step.

Start by planning out a few core campaigns for the year. These could be tied to seasonal moments, product launches, or even a flash sale. What matters most is that each campaign has a goal and a reason for your customers to engage. For example, instead of just sending a random email, create a campaign around something like “Your New Year Refresh,” where you highlight products that help your customers start the year off strong.

These campaigns don’t have to rely on discounts or promotions, either. You could create a limited-edition bundle product, launch your new collection with an exclusive early access offer, or even create a content series that educates and inspires your audience. It’s all about creating opportunities to re-engage your customers and build excitement around your brand.

And here’s the magic of campaigns: all your marketing platforms work together. Your emails, social posts, and even ads can all play a role in telling the same story. This cohesive approach not only makes your marketing more effective, but it also saves you time because you’re working from a single plan instead of trying to come up with new ideas every day.

This is another area that I can support you with in the Lounge membership and it’s one of my favorite things to do. 

And that brings me to the last but certainly not least project you can do in the new year… branding and packaging updates. 

Branding and Packaging Updates

While I don’t want you to go financially overboard when it comes to your branding and packaging, it can still play a really important role in the overall perception of your brand and product. First impressions matter, and your packaging is often the first physical touchpoint a customer has with your business. A thoughtful, well-designed unboxing experience can make a lasting impact and turn a one-time buyer into a loyal fan.

Start by asking yourself: Does my branding and packaging still reflect the vibe of my business? As your business grows, your target audience or product line might evolve, and your branding should evolve with it. This doesn’t mean you need a complete rebrand, but small tweaks like updated fonts, fresh colors, or streamlined logos can keep your look modern and aligned with your audience.

Packaging updates can also make a huge difference without breaking the bank. For example, upgrading your product labels, adding branded tissue paper, or including a personalized thank-you card can elevate the customer experience without a massive investment. This can be especially important for things like skincare or food products. Anything that goes in or on the body, if those labels look janky the customer might not trust the quality of that product. 

If you can make your packaging eco-friendly by switching to recyclable or compostable materials, that’s a bonus that many customers value highly today.

Think about the little details that surprise and delight your customers. Maybe it’s a QR code on the box that links to a how-to video or a hand-signed note that makes the experience feel personal. These small touches show your customers that you care about their experience, which helps build trust and loyalty.

And don’t forget, your branding isn’t just about visuals—it’s about messaging too. If your tone of voice or taglines feel outdated or no longer resonate with your customers, take the time to refresh them. 

If you struggle with the brand messaging piece, the AI Brand brief that’s releasing during the Badassery Blitz will help you with this. Part of that process is taking a super deep dive into your ideal customer which should unlock a lot of insights for you. Once of my Lounge members who started going through the Customer Clarity workbook said 

I feel I’m getting to know this “woman” that is unfolding as I go through the prompts you have laid out in the course. 

The AI Brand Brief that’s releasing during the Badassery Blitz can help 

Remember, branding and packaging aren’t just about aesthetics—they’re tools to create connection, drive repeat purchases, and increase customer loyalty. Make thoughtful changes that align with your overall business goals, and they’ll pay off in spades

Your Next Steps

I know we just went through a lot of ideas, and you might be thinking, “I need to do all of these things, like, right now!” But let me stop you there. You don’t have to do all the things to move your business forward. The truth is, trying to tackle everything at once will only lead to overwhelm—and when you’re overwhelmed, nothing gets done.

Instead, pick one or two projects to focus on and prioritize them. Think of the rest as “nice-to-haves” that you can come back to if and when you have the capacity. The goal here isn’t to burn yourself out; it’s to make meaningful progress in the areas that will have the biggest impact on your business right now.

So how do you decide what to prioritize? Here are a few guidelines to help you figure it out:

1. What’s Broken or Outdated?
   Start by looking at what’s currently not working in your business or feels outdated. If your website is slow or clunky, that’s going to hurt your sales. If your email automations are super basic, you’re leaving money on the table. Fixing these foundational issues should take priority because they impact every part of your customer journey.
2. What Will Bring You the Biggest ROI?
   Think about where you’ll get the most bang for your buck (or time). Projects like optimizing your email automations or setting up Facebook ads might require some upfront effort, but they have the potential to generate revenue consistently over time.
3. What’s Been Holding You Back?
   Is there a project you’ve been avoiding because it feels overwhelming or time-consuming? That might be the very thing you need to tackle to unlock your next level of growth. Sometimes the projects we procrastinate on are the ones that have the biggest payoff.
4. What Aligns With Your Business Goals?
   Consider your overarching goals for the year. Are you focused on increasing visibility? Then prioritize something like expanding to new sales channels. Looking to streamline operations? Document your processes for delegation or update your tech stack.
5. What Can You Realistically Handle?
   Be honest about your time, energy, and resources. If you’re already feeling stretched thin, pick a smaller, more manageable project that you can actually complete. Progress is progress, no matter how small.

Remember, you don’t have to do everything at once. Building a successful eCommerce business is a marathon, not a sprint. Focus on the projects that will move the needle for you right now, and trust that the rest will still be there when you’re ready.

Whatever you decide to tackle, just commit to starting. The hardest part is taking that first step—but once you do, you’ll build momentum and set the stage for an incredible year ahead