Secrets of Amazing Shopify Stores
5 simple ideas that great Shopify Stores use.
Have you ever landed on a website where you are amazed by the design, aesthetics, or layout of the page? Design that makes you scroll down, check the product offerings, read the brand story, or maybe just make a purchase. We all have had a great user experience and not-so-great user experience in the past? In this blog post, I'll discuss how you can design an awesome store that makes a visitor have a fantastic experience and revisit the store.Your store home page is the initial point of contact with the customer, and it's an integral part of the customer journey. But first, let's discuss what exactly the home page of the store is?
What exactly is the home page of a store?
It's a webpage or a template that serves as a starting point of your website and responsible for the first impression to potential customers. As you must have heard, one never gets a second chance to make a first impression, which is why your homepage is undoubtedly an essential part of the store design. It's a tool for building trust, driving revenue, and creating long-life customers.When you are designing the landing homepage for your business, every piece of information on the website should be built to make a strong first impression and encourage the intended action.We have listed some best practices to follow when you are brainstorming on the design of the landing page. Keeping these practices in mind will help you to create a well-organized and efficient online shopping experience for your customers.
Here it goes -
Above the Fold Vs Below the Fold
Any web designed will describe 'Above the fold' as the portion of the webpage that is visible without scrolling, and 'Below the fold' content to the section of a web page that is only visible after scrolling down.
But why is it important?
When you're designing an e-commerce website, You should consider how the web design and navigation affect user experience. The most basic way to understand that cause and effect is to take into consideration the interaction cost for a customer.
What is an interaction cost you ask?
The interaction cost is the sum of efforts — mental and physical — that the customer must face in interacting with a site to reach their goals. Our goal is to reduce those efforts by making the visitor experience as simple as possible by providing a logical structure and clear messaging.
Some of the ways you can do that:
Pick the theme that will strike a balance between your brand design and the value you are providing to the customers. With too little above the fold content, users may not feel compelled to continue engaging with your website, on the other hand, If there's too much information above the fold, users will feel overwhelmed. We want to place the right amount of information where visitors can absorb it at a glance.
Fun Fact - Content placed above the fold is seen 84% more often than content placed below the fold.
Let's take the example of Shopify website.
The whole design aesthetics is welcoming and making the visitor feel at ease. In terms of interaction cost, the visitor does not need to put any cognitive or mental effort to understand the brand value propositions, i.e., 'Build an online business - no matter what business you're in.' This tagline is packed with purpose and compels visitors to click that green CTA (call to action) to start a trial.
Shopify website checks out the three main criteria, which are the attention-grabbing headline, persuasive subtitle, and lastly, Captivating Visual.
Helm Boots run on Shopify. This store stood out as the landing page is portrayed in a tone that captures the attention of the audience instantly. The moment you land on the website, you get the feeling of the brand message and product offering. The white font on the brown image is visually appealing to the eye and makes the visitors click the Shop Now button.
A website navigation structure can have a significant impact on conversions, sales, and bounce rates. If visitors can't figure out where to find what they want, they'll leave the store right away. Imagine you need some kitchen utensils, and you go to a megastore to find it. But the moment you enters the store, you find that there is no clear set of navigation to follow. There are no signs on the wall, or no one to assist you in reaching the kitchen aisle. To avoid the interaction cost in searching the right product, you'll probably leave the store.
This might be a real-world analogy but works the same way when someone lands on the website. You want to create clear, hierarchical website navigation that helps the visitor find the product they are looking for and also give them reasons to click on links by inspiring curiosity and enticing them with great offers. You want everyone who visits your site to have a good user experience.
Some of the aspects of web design elements that play into user experience and help them navigate properly are -
- Fonts, colors, and images
- Headlines and CTAs
- Availability of contact information
- Form Design
- Page Load time
Rule of Thumb - Figure out what navigational elements are most important to your business and your audience, and fine-tune your website navigation to ensure you deliver the best possible user experience to your customers.
The modern Shop is a store that runs on Shopify and sells modern lighting and furniture. The website design is easy to navigate among different product offerings using relevant product filters.
Coming back to the Helm Boots, they provided an easy to browse format, which makes it easy for the shoppers to browse, filter, and shop based on their specific choices.
Clear Call to Action button
Your e-commerce store is ready with a stunning design and easy navigation. Now What?
You spend a lot of time fine-tuning the website, but still, the visitors are not checking out the products. When it comes to converting a visitor into the customer, it is all about the power of call-to-action that lets a visitor take the action that you want him to take. Having a clear call-to-action on every page allows you to steer the customer toward the most appropriate spot in your conversion funnel. To do so, place a CTA that is compelling and engaging with your audience.
The ways you can do it are -
- Colors matter a lot when it is about achieving a massive conversion rate. A highly effective CTA ensures a brilliant use of contrasting colors that stand out from the rest of the background.
- Your button must be big enough to draw the visitor’s attention instantly and also make it easy for the user to click on it.
- Invoke A Sense Of Urgency by using action-oriented words.
Tluxe, has done a great job in designing the simple CTA button that grabs a user's attention instantly and resonates with the overall look and feel of the brand. The buttons stand out from the surrounding design and make it easy for users to click on it.
One general tip is to the Test and Optimise approach, to find out what works best for you and your brand.
Feature customer reviews and testimonials
Testimonials and reviews are an amazing way to add credibility to your brand. You must include these on your e-commerce site as they give the customer that one final push to buy your product or service.
If a customer sees a product review on the page, the subconscious mind will think - "Hey, look! This person bought this product and loved it!". It creates that sense of credibility in the eyes of the customer. No one likes to be the first in line when it comes to buying a completely new and unfamiliar product from a new business. They first want to see someone else try it. If that person had liked it, maybe then they will buy it too. Reading product review makes a customer feel more comfortable in purchasing because they know that other people have made the same purchase for similar reasons and have been happy with their purchase.
If your customer testimonials have these three elements -
Element 1: Before (The client's hesitation before the purchase)
Element 2: After (The client's 'discovery' after the purchase)
Element 3: The Experience (The emotional response).
it will instantly become more relatable to the audience.
Fun Fact - According to BrightLocal, 88% of consumers trust online reviews as much as a personal recommendation.
and last but not the least -
Keep it simple (Avoid Decision Fatigue)
What is Decision Fatigue -
Decision fatigue is when the user is given too many choices at once. Doing this can lead a visitor to not make any decisions at all, leaving your site entirely.
Complexity scares people away.
If you are selling hundreds of products, it can be a headache selecting the products to showcase on your homepage. You might become tempted to put everything on the landing page in hope to increase product visibility. This complexity scares the people away.
Instead, list only the products that matter the most to your brand and let the user navigate through the rest.
Customer not only cares about the products that you are selling. They want to connect with your brand as well, so make it happen.
How to Keep it simple-
When designing your storefront, make sure to design the website with as few choices as possible and place the important decisions early on. You can Win over decision fatigue by narrowing your focus and keeping your website clean and easy to navigate.
There's no single best way to design the website.
Factors like geographical region, brand value, product offerings, marketing channels, and more are responsible for influencing user's behavior in a variety of ways. My advice is to view your homepage as a work in progress, and as the business grows, use data insights to measure the impact of the website and gradually improve it over time.