Shopify Plus Secrets: Drive Conversions with Bundles & Variations

If you are running a Shopify store on Shopify plus, you are already ahead of the game with its powerful features that scale and customize to your needs. However, there is one strategy that many Shopify merchants are still underestimating - bundles and variations. 

These two tools, when used effectively, can significantly increase your sales and improve customer experience. 

But how do bundles and variations work? What’s the best way to implement them into your Shopify Plus store? And how can they help drive conversions? 

Let’s dive in.

A Basic Understanding of Bundles And Variations In Shopify Plus 

Before we get into the strategies, it’s essential to define what bundles and variations are and how they differ.

Bundles involve grouping products together and selling them as a package at a discounted price. A classic scenario would be a cosmetics company selling a skincare set that includes a cleanser, toner, and moisturiser. Normally, these three things would be purchased separately, but by combining them into a single bundle, you can offer a discounted price that would entice buyers to buy all three at once.

Variations are different versions of the same product. If you're selling t-shirts, for instance, you might provide them in a range of colours and sizes. Customers can choose from variations without having to visit several product websites. It’s a great way to make the shopping experience smoother and more convenient.

Why Should You Use Bundles And Variations? 

You might wonder why bundles and variations are such powerful tools. The answer is simple: they increase the average order value (AOV), enhance user experience, and allow you to capitalize on customer behavior thus increasing Shopify conversion.

Increase Average Order Value (AOV): By enticing buyers to purchase multiple products at once, bundles frequently raise the cart's total value. Offering a small discount on bundles gives buyers the impression that they are getting a better deal, which can be a powerful incentive to buy.

Improve the Shopping Experience: Customers can easily find what they're looking for when there are variations. They allow customers to quickly find the product they want without cluttering the store with separate listings for every size, colour, or version they're looking for.

Encourage Bulk Purchases: It goes without saying that bundles entice buyers to purchase more goods than they had planned to. For example, if someone wants to buy a shirt, they might also end up purchasing a pair of pants and accessories when they see them in a bundle. This is a great way to boost sales without being overly pushy.

How to Set Up Bundles & Variations on Shopify Plus?

Now that we know why bundles and variations work, let’s talk about how you can set them up in your Shopify Plus store.

1. Setting up Variations

Shopify Plus makes it comparatively easy to create variations. Here's how you can do it:

Step 1: Choose the product you wish to add variations to in your Shopify admin.

Step 2: Click Add variant in the Variants section. You'll be asked to specify things like colour, size, and material.

Step 3: Add the different values for each option. For example, under Color, you can list Red, Blue, Green, etc.

Step 4: Save your changes. Shopify will immediately create a new product page that shows every variation that is available.

That’s it! Variations make it easy for customers to choose the product they want without overwhelming them with too many separate listings.

2. Setting Up Bundles

Although Shopify Plus lacks an integrated functionality for bundles, you can still make them with applications or custom code. Let’s look at two main ways to implement bundles:

Method 1: Using Shopify Apps

The Shopify App Store offers a number of apps that can help you in creating bundles. Popular ones include:

Bundler - Product Bundles: With this app, you can make customized bundles that appear as single products with distinct prices. Offering discounts on bundled items is an excellent method to raise your average revenue.

Bold Bundles: This application allows you to make both manual and automated bundles. Additionally, it offers "Save X% on Bundles" and "Buy One, Get One" deals, which are great ways to get consumers to buy more.

Method 2: Custom Bundling with Shopify Plus’ API

Shopify Plus's custom API can be used to build a more customised bundling experience if you have the technical know-how or work with a developer. This could involve dynamically adding items to the cart when customers select a bundle option or offering discounts at checkout.

How To Leverage Bundles and Variations for Shopify Conversions?

Let's talk about how you can effectively use bundles and variations to increase your store’s conversions.

1. Offer Bundles with Strategic Discounts

Providing customers with a perception of value is essential to the success of bundles. By providing a package discount, you can entice consumers to buy more. For instance, providing a 20% discount on a shampoo and conditioner bundle to a consumer who is currently purchasing shampoo can make the offer too good to refuse.

Real-life example: Take the example of The Body Shop. They typically offer their products (such as body butter, scrubs, and lotions) in affordable gift bundles. These bundles draw buyers who might have only intended to purchase one item, but they end up purchasing more because of the apparent value.

2. Use Bundles for Upselling & Cross-Selling

Combine similar yet distinct products into one bundle. For example, if someone is buying a camera, provide a package that includes a memory card, lens, and camera bag. This cross-sell or upsell has the potential to greatly raise an order's value.

Real-life example: Amazon does this exceptionally well. When you purchase an item, you often see "Frequently bought together" bundles. These related products are presented as options when you check out, making it easy for you to add complementary products to your cart.

3. Highlight Popular Variations

Make sure your product pages properly demonstrate and make it easy to highlight your variations. Use high-quality images for each variation, and make sure the options are simple to select.

For instance, if you sell t-shirts in a variety of colours and sizes, use drop-down menus or colour samples so that customers can see exactly what they're choosing. This can lower your cart abandonment rates and simplify the buying experience.

4. Create Limited-Time Bundles

Limited-time offers are always a powerful tool in increasing conversions. You can create special offers during holidays or occasions like Cyber Monday, Black Friday, or Christmas. This creates a sense of urgency in buyers compelling them to complete the transaction now rather than later. 

Real-life example: Sephora often assembles popular products into innovative gift sets for limited-edition holiday bundles. These time-limited deals create a sense of urgency in shoppers, motivating them to take immediate action.

Best Practices for Optimizing Bundles & Variations 

Here are some best practices you can follow to make the most of bundles and variations:

Make Bundles Easy to Find: Highlight your bundles in your primary product categories or on your homepage. It shouldn't be difficult for customers to locate them.

Use Multiple Channels to Promote Your Bundles: Don't merely rely on your website. Use social media, email marketing, and other platforms to inform buyers about your packages.

Test Various Price Points: To determine the ideal price, try bundle pricing. Smaller discounts, like 10% off a bundle, could work better than bigger ones.

Monitor Your Data: Use Shopify Plus' analytics to monitor how well your packages and variations are doing. Look at metrics like conversion rate, average order value, and customer retention to determine if the strategy is working.

Wrapping up 

Using bundles and variations on Shopify Plus can increase conversions, raise your average order value, and make the shopping experience more enjoyable. By strategically offering bundles, promoting them through your marketing channels, and ensuring that variations are easy to navigate, you can boost your store’s performance and keep your customers happy.

So if you haven't already, begin experimenting with variations and bundles right now - your sales might just skyrocket!

Author

Rutvik Boghara

Rutvik, the head of our Shopify department, is your go-to Shopify aficionado, turning complex ideas into smooth-running, scalable stores. With a passion for writing, he blends storytelling with tech to amp up your ecommerce game. When he’s not optimizing or creating content, he’s probably lost in a tech rabbit hole.