Richard, when prospective customers are on the fence about investing in a premium product, the difference between “just browsing” and “ready to buy” often lies in how personally you cater to their needs.
In our business, offering free samples of our gym flooring and then following up with tailored quotations was a good start—but turning that interest into actual revenue required a more robust approach. That’s where Shopify’s Draft Order feature came in, transforming our process and now accounting for around 32% of our turnover.
The Challenge of Converting Interested Leads
High-value items, like gym flooring, are not impulse buys. Our average order value (AOV) hovers around $550, meaning customers often want to see and feel a product before making that commitment. Many of our prospects request free samples via our online form. By asking them to specify the square metres (m²) they need, we don’t just send a sample—we’re already collecting data that lets us craft a personalised quote.
Using Shopify Draft Orders to Personalise the Experience
Once we’ve dispatched a sample, we leverage Shopify’s Draft Order feature to create a bespoke order tailored to the customer’s exact requirements. Instead of asking them to navigate our online store and piece together their selection, we handle that legwork ourselves. We generate a customised draft order and send it directly to the customer. This makes purchasing straightforward and builds trust—customers know we’re listening to their needs and offering a solution just for them.
The Impact on Average Order Value and Conversion
By meeting customers halfway with a ready-to-go order, we’re removing friction from the buying journey. When prospects receive a sample and a tailored quote, they’re no longer simply considering a product; they’re considering their product, specifically matched to their space. This level of personalisation helps justify the price point and encourages them to follow through. It’s a key reason why tapping into Draft Orders helped drive that 32% slice of our turnover.
Integrating With CRM and Follow-Up Automation
The magic doesn’t stop at the quote. We feed every new lead into Pipedrive to keep track of their journey. This CRM integration allows us to follow up systematically. From there, we’ve set up an automated email flow that provides timely nudges—reminders, additional information, and even special offers—all triggered by their stage in the purchase cycle.
When the customer is ready, completing the order is as easy as clicking through to their pre-arranged Draft Order. Each stage feels professional, efficient, and customer-centric.
Lessons for Entrepreneurs
If you’re an entrepreneur looking to optimise your sales funnel, consider how a similar approach could apply to your products. Gather the right information upfront—such as dimensions, preferences, or specific requirements—then leverage tools like Shopify Draft Orders to present a clear, personalised proposal. Integrate a CRM to keep your pipeline organised and utilise automated follow-ups to maintain momentum until the deal closes.
The Rise of AI-Powered Personalization
The ecommerce landscape is witnessing a fundamental shift towards hyper-personalization powered by artificial intelligence. Smart retailers are moving beyond basic product recommendations to create fully customized shopping experiences. AI algorithms now analyze customer behavior patterns, purchase history, and browsing data to deliver tailored product suggestions, personalized pricing, and dynamic content. This level of individualization helps brands stand out in a crowded market while driving higher conversion rates and customer lifetime value.
Optimizing the Mobile-First Experience
With mobile commerce projected to reach $710 billion by 2025, having a mobile-optimized store is no longer optional. Forward-thinking brands are rebuilding their entire shopping experience around smartphones – from simplified navigation and thumb-friendly buttons to mobile payment options and app-based loyalty programs. The key is reducing friction at every touchpoint while maintaining consistent branding across all devices. Retailers who nail the mobile experience see up to 2.5x higher conversion rates.
Leveraging Social Commerce Integration
Social media has become the starting point for 83% of Gen Z shoppers, making social commerce integration critical for growth. Successful brands are creating seamless buying experiences directly within social platforms like Instagram and TikTok. This means enabling in-app checkout, showcasing products through engaging video content, and building authentic connections with followers. The social commerce market is expected to hit $2.9 trillion by 2026, presenting a massive opportunity for retailers who get it right.
Building Customer Trust Through Transparency
In an era of increasing privacy concerns, brands that prioritize transparency are winning customer trust and loyalty. This means being upfront about data collection practices, providing clear shipping and return policies, and maintaining consistent communication throughout the customer journey. Leading retailers are also leveraging user-generated content and authentic reviews to build credibility. When customers trust a brand, they spend more and become vocal advocates.
Embracing Omnichannel Integration
The future of retail is truly omnichannel, with 73% of consumers shopping across multiple channels. Successful brands are unifying their presence across owned websites, marketplaces, social platforms, and physical stores. This requires backend integration to maintain consistent inventory, pricing, and customer data across all touchpoints. Retailers who deliver seamless omnichannel experiences see 251% higher customer engagement compared to single-channel operations.
Conclusion
The shift to using Shopify’s Draft Order feature, combined with strategic CRM integration and automated email sequences, has been a turning point for us. We’ve seen a remarkable impact on our turnover, with 32% now coming from these tailored orders. More importantly, we’re strengthening relationships with customers by showing we understand their needs from the moment they request a sample. For entrepreneurs looking to drive conversion rates in competitive markets, this blend of personalisation, data-driven quoting, and automated nurturing could be the key you’ve been searching for.
Richard McKay is the founder of Sprung.
Frequently Asked Questions
What is a Shopify Draft Order and how does it work?
Draft Orders are a Shopify feature that allows merchants to create customized orders for customers. The system enables you to prepare personalized quotes, set custom prices, and send a direct checkout link to customers, streamlining the purchase process for high-value or custom items.
How can Draft Orders improve conversion rates?
Draft Orders can significantly boost conversions by removing purchase friction and providing personalized experiences. They contribute to higher sales, with some businesses seeing up to 32% of their turnover coming from Draft Order transactions.
What role does AI play in modern ecommerce personalization?
AI algorithms analyze customer behavior, purchase history, and browsing patterns to create individualized shopping experiences. This technology delivers tailored product suggestions, personalized pricing, and dynamic content that helps brands differentiate themselves in the market.
How important is mobile optimization for ecommerce success?
Mobile commerce is projected to reach $710 billion by 2025, making mobile optimization crucial. Businesses with well-optimized mobile experiences see up to 2.5x higher conversion rates compared to non-optimized stores.
What is the impact of social commerce on retail?
Social commerce has become essential, with 83% of Gen Z starting their shopping journey on social platforms. The market is expected to reach $2.9 trillion by 2026, making it a critical channel for modern retailers.
How can retailers build customer trust effectively?
Trust is built through transparent data practices, clear policies, and consistent communication. Incorporating user-generated content and authentic reviews helps establish credibility and encourages customers to spend more.
What makes an omnichannel strategy successful?
Successful omnichannel integration requires unified presence across websites, marketplaces, social platforms, and physical stores. Companies with effective omnichannel strategies see 251% higher customer engagement.
How should businesses handle high-value product inquiries?
For high-value items, collecting specific requirements upfront and following up with personalized quotes is essential. This approach, combined with sample offerings and tailored communications, helps justify premium price points.
What role does CRM play in the sales process?
CRM systems help track customer journeys and enable systematic follow-ups. Integration with tools like Pipedrive allows for automated email flows and timely communication based on the customer’s stage in the purchase cycle.
How can businesses optimize their sales funnel?
Successful sales funnel optimization involves gathering detailed customer requirements, using tools like Draft Orders for personalized proposals, implementing CRM systems, and maintaining automated follow-ups until purchase completion.
