Shopify’s 8 Best Practices For Ecommerce Sites that Convert

Posted on April 20th, 2016

Shopify’s blog is an excellent resource for web design, ecommerce, and marketing advice. They share a ton of useful information or best practices for ecommerce websites. Here are their eight best practices for ecommerce sites that convert.

1. Highlight the value proposition

Highlighting the value of an ecommerce site is an essential part of turning casual browsers into buyers. Visitors form an opinion of a site, and inevitably a brand, in less than two-tenths of a second. How can you immediately showcase the most possible value so visitors will stick around and buysomething?

2. Incorporate visual hierarchy

The web is without a doubt a highly visual medium. And with so much competing for a user’s attention, it’s important to organize and prioritize content in order to communicate your client’s message – in other words, incorporate a strong visual hierarchy. A key principle in design, visual hierarchy tells the visitor’s eyes where to look first and how to navigate your design.

Ecommerce Coversion

3. Simplify the navigation

Don’t think navigation is important? Consider that studies have shown 94% of a user’s first impressions have to do with visual appeal and navigation.

Websites need an intuitive navigation that will feel second nature to visitors, so keep things simple. Don’t offer an overwhelming number of options, instead give careful consideration to how you want to organize content and divide navigation into subcategories.

Reduce the number of clicks it takes a user to get where they want to go, group similar pages under a single navigation item, and combine similar pages into a single page. Also, consider which pages are most important to both you and your visitors, and make sure those are featured prominently.

Remember, you don’t need to reinvent the wheel. Take a peek at what successful competitors in the space are doing – that could be a great indicator of what your client’s visitors expect from the site’s navigation.


4. Optimize for search

There are two types of people who come to ecommerce sites: those who know what they want and those who don’t. For those who do, it’s important to create an effortless search experience. How can you get the customer to the product they’re looking for in the least amount of steps?

Making the search bar visible is a strategic first-step in reaching that goal. If your site has a large product offering, highlighting the search bar can effectively draw a motivated user to the end goal: a purchase.

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Greg Fielding

I am a longtime web designer and developer who has worked with businesses throughout the Bay Area and across the country. I live in Alamo with my wife, our six kids, three cats, and a dog (who is more like a fourth cat).