From the team4 min read
Why we refuse to invent a competitor’s pricing
Every comparison page on this site is built from facts with a source URL and a date. Here is the code that makes publishing one without them impossible.
The Tilly blog
Step-by-step guides to Shopify email, SEO, ads, testing and planning, shown with real work Tilly made for a store, and notes from the team.
Featured
Email6 min read
How to build a welcome series for a Shopify store
Build a Klaviyo welcome series for a Shopify store: one list for every sign-up, the opt-in setting, three emails, a buyer split and a clean test.
Ads6 min read
How to structure a Meta ads account for Shopify
A simple Meta ads account layout for Shopify stores: which campaigns to run, where budgets sit, how many ads per ad set, and a readable naming scheme.
Email6 min read
How to set up an abandoned cart flow in Klaviyo
Nine steps to a working Klaviyo abandoned cart flow for a Shopify store: the trigger, the purchase filter, Klaviyo's suggested delays, and a test first.
Email6 min read
How to write subject lines that get opened
A method for subject lines a Shopify store's subscribers open: one clear promise, preview text that finishes it, an honest from name, a fair A/B test.
Email7 min read
How to increase email revenue on Shopify
Nine steps to grow email revenue for a Shopify store: the flows to set up first, monthly campaign planning, segments, one-variable tests and measurement.
Email6 min read
How to win back lapsed customers
Bring past Shopify customers back with a winback flow timed to your buying cycle: a light first email, a reminder with a deadline, an honest last call.
Email6 min read
How to segment a Klaviyo list by purchase behaviour
Split a Klaviyo audience by what people bought: never-bought, one-time, repeat and VIP buyers, lapsed customers, product and order value, consent checked.
Email6 min read
How to ask for reviews by email
Set up a review request email for a Shopify store: time it after delivery, send it to every buyer, link to the form, keep incentives within FTC rules.
Email6 min read
How to plan a product launch email sequence
Plan the emails around a new product on Shopify: a waitlist, the teaser, early access, launch day timed to the product going live, proof and a last call.
Email6 min read
How to announce a restock
Announce a Shopify restock in the right order: the waitlist first through a Klaviyo back in stock flow, then past buyers, then the list, sized to stock.
Email6 min read
How to read a Klaviyo flow report
Read a Klaviyo flow report in order: recipients and skips, opens and clicks, orders and the attribution window, then bounces, spam and unsubscribes.
Email6 min read
How to clean an email list
Clean a Klaviyo email list in stages: let bounces suppress, exclude unengaged profiles, give them a sunset flow, then suppress those who stay silent.
Email6 min read
How to warm up a new sending domain
Warm a new email sending domain without landing in spam: check you need to, set up DNS, then widen from 30-day engaged subscribers over several weeks.
Email6 min read
How to report marketing results to a client
A monthly client report for a Shopify brand that holds up: agreed questions, one revenue source of truth, stated attribution settings and next steps.
Start here: run a free audit
Paste your store URL. Tilly reads the storefront, your reviews and your marketing, and comes back with a store score, your customer personas and a 30-day plan.
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SEO
SEO7 min read
How to do keyword research for a Shopify store
Find the words shoppers type, read real volumes in Search Console and Keyword Planner, and give every Shopify page one main keyword.
SEO5 min read
How to write meta titles for collection pages
A pattern for Shopify collection titles: the search phrase first, one qualifier, your brand last, under 60 characters and different on every collection.
SEO6 min read
How to write SEO blog posts that sell products
Pick a question buyers search, answer it fully, and link the products that solve it, so a Shopify blog post ranks and also sells.
SEO5 min read
How to set up Google Search Console for Shopify
Add your Shopify store to Google Search Console, verify it with a DNS record or the HTML tag, submit sitemap.xml and check your first pages are indexed.
SEO5 min read
How to add schema markup to Shopify
Check the product schema your Shopify theme already outputs, fill the gaps Google needs for merchant listings, and test it before and after you publish.
SEO6 min read
How to fix duplicate content on Shopify
Find the duplicate URLs Google reports for your Shopify store, check which canonical it chose, and fix real duplicates with redirects and rewrites.
SEO9 min read
How to get your products recommended by ChatGPT
How ChatGPT picks the products it shows, what Shopify Catalog already does for your store, and the steps that make products and brands easier to recommend.
Ads
Ads5 min read
How to calculate break-even ROAS
Work out the ROAS your Shopify ads need to stop losing money: find your real margin per order, divide one by it, and set a cost-per-purchase limit.
Ads5 min read
How to test ad creative without wasting budget
Test Meta ad creative on a small budget: set a kill number from your margin, test one variable at a time, set stop rules first, move winners untouched.
Ads6 min read
How to turn reviews into ad copy
Mine product reviews for hooks, proof and objections, then turn them into ads that quote customers honestly and stay inside the FTC's endorsement rules.
Ads6 min read
How to write Facebook ads that pass review
A pre-submission checklist for Shopify stores: what Meta's ad review looks at, the wording and pages that get ads rejected, and what to do after one.
Ads6 min read
How to avoid the Meta personal attributes policy
Why Meta rejects ads that say "your acne" or "are you over 50", which words trigger it, and how to rewrite Shopify ad copy to talk about the product.
Ads5 min read
How to market a skincare brand without medical claims
Rewrite skincare copy to sell on how skin looks and feels, not on treating it: the FDA's intended-use test, UK wording that works, Meta's beauty ad rules.
Testing & CRO
Testing & CRO6 min read
How to improve your Shopify conversion rate
Raise your Shopify conversion rate: find the funnel step that leaks most, fix that first and measure against your own baseline, not someone else's.
Testing & CRO7 min read
How to audit a Shopify product page
Audit a Shopify product page in nine checks: add to cart numbers, the first screen on a phone, speed, photos, copy, price and shipping, variants and apps.
Testing & CRO8 min read
How to reduce cart abandonment
Fix why shoppers leave a Shopify cart: shipping cost shown early, no forced sign-in, fast payment buttons, a shorter checkout form and fewer doubts.
Testing & CRO6 min read
How to run an A/B test on Shopify
Run a clean A/B test on your Shopify store: write the hypothesis, size the test, build it as a rollout experiment, leave it alone, then apply or roll back.
Testing & CRO6 min read
How to pick a primary metric for a test
Choose the one number that decides your A/B test before it starts: tie it to the decision, check your tool reports it, add guardrails, write it down.
Testing & CRO6 min read
How to know when an A/B test is done
An A/B test is done when it reaches the sample and full weeks you planned before it started, not when one side first looks ahead. How to set that line.
Planning
Planning7 min read
How to plan a monthly email calendar
Plan a month of Shopify store emails in one sitting: dates first, one job per send, audiences, Klaviyo calendar placeholders and a review at month end.
Planning9 min read
How to plan Black Friday for a Shopify store
A six-week Black Friday plan for a Shopify store: the offer, discount limits, stock and checkout, warming up email volume, pacing big sends, clean-up.
Planning6 min read
How to run a sale without training customers to wait
Run Shopify sales that do not teach customers to hold off: fewer, planned sales with real reasons, honest was prices, and full-price reasons between.
Planning5 min read
How to pick send days and times
Find the send days and times that work for your subscribers: start from your order data, test two times fairly, then use Klaviyo's send time tools.
Planning6 min read
How to set an email frequency cap
Cap how often each subscriber hears from you: set Klaviyo's Smart Sending window, switch it on in busy flows, and send most to your most engaged segments.
Brand
Brand6 min read
How to find your Shopify customer personas
Build customer personas from your own Shopify orders, segments and reviews: who buys, why they buy, what nearly stopped them, and the words they use.
Brand6 min read
How to write a brand voice guide
Write a brand voice guide a small store will use: traits with limits, a tone map, word rules, before-and-after rewrites and the claims you never make.
Brand7 min read
How to launch a Shopify store marketing plan in 30 days
A day-by-day 30-day marketing plan for a new or stalled Shopify store: baseline, email capture, core flows, search basics, first campaigns, one ad test.
Brand5 min read
How to market a supplement brand within the rules
A claims audit for supplement brands on Shopify: sort every claim, match it to evidence, reword it for the US, UK and Canada, and set Meta ads to comply.