How to create a Shopify homepage that increases conversion rates

This week we welcome our friends at PageFly to show how you can design your Shopify store home page to have the right impact on your customers.

An excellent Shopify homepage must make a good impression. It should be intuitive; customer-oriented and serve as an introduction to your brand. The layout also needs to be easy to navigate, in a way that it compels customers to return and most importantly, buy your product. The process of browsing your homepage to make a purchase is called, “conversion”.

This article will outline what you need to think about when creating a homepage that leads to higher conversions on your home page. 

Consider your audience

A Shopify store selling jewelry to teenagers will look vastly different from a store selling auto parts to car enthusiasts. It’s important to format your website in a way that appeals to your target audience and converts to sales.

Enticing content that inspires action  

It only takes a person six seconds to make a first impression. In the internet marketing world, that six seconds is more like three. What does the customer see before he or she decides to scroll? Zero in on the actions you want your potential customer to take from the moment they land on your site and how you can help facilitate their actions towards a purchase.

Here are some ideas:

1. Use a gripping headline

2. A compelling subheading

3. An eye-catching visuals

4. Feature a promotion, such as free shipping or a one-time offer

Consider the Shopify homepage of Sugar & Molly. As you’d assume, it’s a clothing store with a simple, fun, and eye-catching homepage with a compelling promotion.

 

Easy navigation

Successful web pages are always simple, intuitive, and easy to navigate. A key benefit of shopping online is the ease of viewing countless products in a relatively short amount of time. Keeping your homepage uncluttered with straightforward navigation will invariably lead to more visitors and higher rates of conversion.

Always keep in mind that the navigation on your website needs to accommodate the short attention spans that people have today. If you feature many products and collections, focus on your main top-level collections in your homepage navigation and use a drop-down menu to form sub-navigation (a terrific way to organize your products for simple navigation without overloading your visitor with too many options).

Take the Shopify page of Inne Beauty. The navigation is directly above their call to action; sleek, colorful and impossible to miss.

Striking images 

When people walk into a brick-and-mortar clothing store, the first thing they notice isn’t necessarily the clothes, but the layout, the size of the store, and the overall appearance. These elements set the tone for the shopping experience and if the individual wishes to browse the racks of clothing or to leave. Your Shopify homepage needs to mirror that experience in a personalized way, but in the confines of a customer’s computer screen.  

When it comes to your homepage, if you’re promoting a product, collection or trying to gather leads, the purpose of your visuals is to direct the user’s attention instantly upon clicking on your site.

A slide show is also a great option if you have a handful of products you want to display, but are trying to avoid a cluttered look. Consider opting for the most important product you want to show and limit it to three. Here is Shopify’s official guide to hero images.

Mini Melanie’s Shopify homepage is an excellent use of shading and eye-popping colors that beckon the customer to explore.

A call to action

Think of the call to action (CTA) as the “click here” icon. After a customer has landed on your homepage, the next step in browsing or purchasing should be easy, concise, and impossible to miss.

The user should understand instantaneously where to click because your call to action link stands out from the rest of your page. Using phrases like, “shop now,” “sign up” or “click here for more” are examples of a call to action.

This Facebook ad from Shopify is a great example of a call to action. Short and punchy.

 Easy to access shopping cart

The shopping cart is a very important section for all E-commerce stores. This is the part where if it becomes too difficult to locate, then the customer leaves.

Navigating your Shopify page needs to be intuitive and logical, in order to ensure that the customer’s cart is simple to locate. A slide-out cart is available in some Shopify themes and is seen on the screen throughout the entire browsing experience.

It’s also a good idea to display the number of items in the customers’ cart as well for their own reference. Make sure that you make a bold notification by the cart, noting the items that have been added. This encourages them to complete the checkout process.

The Chubbies homepage has a red notification noting the number of items in a customers cart.

Conversion Rate Basics

While getting people to explore your store is indeed important, the store itself needs to be formatted in a way that converts browsing customers into paying customers.

From the moment a customer clicks on your store, there are various ways for you to make their experience quick, easy, and enjoyable. You should calibrate your website in a way that convinces customers to buy. In the internet marketing world, this process is called Conversion Rate Optimization (CRO).

Conversion Rate Optimization is a system for increasing the percentage of your website traffic that converts to paying customers, often called a conversion.

There’s not an exact science to getting people to look at your Shopify homepage page, but there is a conversion methodology that many people use and can attest to its reliability. Below you’ll find 5-steps to boost the conversion rate on your Shopify homepage.  

Step 1. Conversion Rate Goals

Investigate what other E-commerce stores in your field are doing and place practical goals based on your findings.

It’s a good idea to use a tool like MonsterInsights to track conversions after setting your goal.

Step 2. Brainstorming

Sometimes two (or more) brains are better than one. If you have a team, get them to write down twenty or so ideas that would help improve conversion and decide what’s already working, what might work and what’s not working

Step 3. Hypothesize and Test

With your list of what will likely work in hand, get to testing. Your goal is to test as many ideas as possible as cheaply as possible.

Google Optimize is a wonderful option if you’re just starting out. It works closely with Google Analytics and if you’re using MonsterInsights to track conversions then you’re already using that.

Step 4. Analyze, Learn, and Implement

The probability that your ideas won’t work is high, but that’s okay. You need to analyze your results, learn from them and form new tests.

Step 5. Re-tool

Set aside time every week to analyze your conversion rates. Are they increasing? What did you implement that week? Are there certain areas of your page that you want to modify and test again?

Enhancing your homepage and conversion rate over time

By now, you realize that there’s no “one avenue approach” to designing your homepage or boosting sales. Branding, the number of products you sell, and marketing can influence customers buying behavior in a multitude of ways.

A terrific tool for creating a homepage is PageFly – an easy to use drag & drop page designer. PageFly features over fifty-page designs that have proven conversion rates. Even though creating a homepage is subjective, there are many factors to consider

Make sure that you constantly look at your homepage and see it as a work in progress. Always be looking at your sales figures and get objective opinions from friends and colleagues. These are the best ways to make informed decisions.  

About the author: A former financial cum travel writer, Trevor Kraus is originally from Philadelphia, but calls Ho Chi Minh City his home. He’s taken his knowledge of E-commerce to contribute insightful articles to PageFly.

This was a guest post from our friends at PageFly. The views and opinions expressed in this blog are those of the author and do not necessarily reflect the policy or position of an organization.

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