5 Best Practices You Should Know for Your Shopify Store Homepage
A guest article was written by Tamal Santra, a digital marketing enthusiast with a passion for eCommerce success. He works as the Marketing Manager at Around.io, a social media tool for eCommerce sellers, and enjoys thinking and writing about eCommerce and digital marketing.
The first impressions may not be the last impression always but surely it lasts long. As a Shopify seller, the first impression for your brand is the homepage of your Shopify store.
The way you craft your homepage determines whether the customer sticks around. With Shopify, it’s really easy to set up a beautiful online store. Also, with the right theme and little bit of customization, you can achieve an outstanding homepage for your store. Though it’s not only about how does it look but also about what it conveys to your visitors.
Here are the 5 things you can learn from the most successful Shopify stores and try them for your own homepage:
1. Use captivating images that link directly to collections
Why take your store visitors to your collection pages? It’s important to give them the opportunity to freely explore multiple products in your collection pages without hitting the back button. Driving your visitors to the collection pages ensures that they are not isolated in a single product page just after arriving at your store.
There are two best practices to drive the traffic to collection pages from the home page.
Use captivating hero images.
For eCommerce stores, hero images or the banners on homepage play an important role. Experiments have proved that great hero images can boost conversion rates.
Norweigan Rain is a very successful store selling rainwear. They use eye catching hero images on their homepage. Each of these hero images contains a CTA button which leads to a specific collection page.
Use banners for collections.
Another technique to drive traffic to collection page is to use separate graphics for your bestseller collections to prominently display them on the homepage.
Coupleskart a shop for couples, uses banners with product images along with fascinating copies to drive the visitors to the bestseller collections.
Pro tip: BI Intelligence, Business Insider's premium research service forecasted that purchase from mobile devices will reach $284 billion, or 45% of the total U.S. eCommerce market, by 2020. This is a global trend. If you don’t wish to lose your mobile visitors to your competitors the make sure that your Shopify store, as well as the homepage, is well optimized for mobile devices. Use images that fit with the responsive nature of your store.
2. Show off your USP (unique selling points)
While you are starting a Shopify store, the first thing you should figure out is why your customers should buy from you and not from your competitors. This will not only help you to figure out what your USPs are but also will help you to define your marketing strategy.
When you have figured out your USPs, you need to convey the same to your audience and to do that what’s better place is there than the home page of your store.
Pipsnacks is selling popcorn, which is not a unique product at all. But, the brand has figured out the USPs which helps them to stand out in the crowd and they have done a great job to convey the same with images on their home page.
3. Tell a story which connects with your audience
In this hyper-competitive eCommerce marketing if you wish to stand out, creating a story around your brand is super important. If you are targeting specific niche for your store then it’s easier to connect to your audience with a story which they may find interesting.
Successful brands do not use storytelling to boast about their products or brand but to emotionally connect with the audience. This approach helps them to create a trustworthy image and eventually a loyal customer base.
Several Shopify stores have successfully adopted storytelling for their brands.
Ugmonk is a popular Shopify store which is using storytelling. If you go to the bottom of their homepage you will see the section “The story behind the brand ”. They have put a link there to the about section to read the story behind their brand. A story always creates a kind of curiosity among the visitors and once they learn it usually it creates an emotional attachment with the brand.
4. Add a video that describes who you are
According to EyeWideDigital, having a video on your landing page can increase your conversion rate by 80%. For your Shopify store, you can try different types of videos for the home page depending upon your marketing goals.
A video that describes what your brand is about, may work wonder on your homepage by creating a sense of trust and affinity among your visitors. Eventually, it helps to increase the conversion rate on your store.
Shwood is a successful Shopify store selling wood sunglasses. On their homepage, they boast a ‘behind the scene’ video which shows the story behind their beautiful wooden sunglasses. From designing the product to making and packaging, they show it in short but captivating video.
5. Simplify your navigation
Having a clear navigation is a critical element for success especially for stores with multiple categories and lots of products.
If your site navigation is unintuitive or too cluttered, you risk high drop off rate. But it’s not just about the design. The Information Architecture (the way you structure your navigation to the various section of your site) also plays an important role to help your customers find what they look for in your site without any struggle.
The main navigation is used throughout the store but home page gives you the opportunity to show more of what you have.
Island Creek Oyster is not only selling oysters on their store, it also serves as the knowledge hub for oysters lovers. Along with the shop section, it has various other sections like Farm tours, blogs and more. Island Creek uses the top bar as well as a sidebar navigation on its homepage to keep it easy for the visitors.
In the end: The learnings are all good for nothing until you actually implement on your store. It’s also true that every successful store has very little in common and has something unique which help them to stay ahead of the competition. Depending upon your target audience and the product you are selling you need to figure out what may work best for your store.