As an e-commerce business owner, you probably know the amount of effort and financial resources it takes to attract visitors to your online store.
Here you will find out essential information about the most burning website design issues that kill conversion. Also, you will read about the best practices used for conversion rate optimization in Shopify stores. The main question we concentrate on in this article is how to increase the Shopify conversion rate.
The first step is identifying factors that currently affect customer behavior and prevent the success of your e-commerce business.
1 Poor Navigation
Navigation is one of the biggest online store design pain points that should be considered in terms of Shopify conversion rate optimization. Most often, navigation turns into a real problem for large online stores selling thousands of products.
Your Shopify store will not sell if your website visitors do not have the opportunity to find what they’re looking for without having to go on an epic search. Although there is no universal solution for all online stores, there are several recommendations that can help you.
Structure the drop-down menu
A simple and clear catalog structure is the most critical recommendation that we stress. Organization is key – it is essential to divide all your products into main categories and subcategories. Also, all your products should be placed no deeper than the 3rd level of nesting so that your customers can reach their desired goods within three clicks or less.
Here is a great example of the structured drop-down menu.
Position category blocks correctly
People tend to pay the most attention to the beginning and the end of lists.
Place accents
Look at your website through your customers’ eyes and make sure that all CTA (Call-to-Action) buttons are obvious.
Visible Search
The ability to search the website is a must-have feature for online stores, especially those with a wide assortment. If visitors come to your website knowing exactly what they need, make sure there is an easy way for them to find what they are looking for without the need to click through the entire navigation menu.
Filter by characteristics
A user can specify attributes like size, material, desired color, and so on. This option significantly shortens the customer journey and lets them proceed faster to the order phase.
2 No CTAs
CTA buttons are one of the most crucial tactics to use in the online store. The goal of every e-commerce store owner is to make sure CTAs are clicked by as many visitors as possible. If at that stage of website design you forgot to include CTAs or didn’t make them stand out from the page background, then your visitors may not see it. The worst case scenario? It may potentially end with them forgetting to purchase from your store because they’ll likely land on your website, scroll through the catalog, and then leave, where they will just make the purchase on another site with a more obvious setup. To avoid this, you need contrasting buttons on the product pages, saying “Buy Now”, “Add to Cart” or something to that effect.
3 Checkout Issues
If your store has a confusing shopping cart and checkout, this is one more point to deal with for Shopify conversion optimization.
Here is an example of poor shopping cart button design.
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