The One Essential Question Of Shopify Store Design

Discover One Simple Question That Will Save You Thousands On Fancy Usability Design Studies & Other "Expert" Opinions

Are Your Visitors Getting Lost?

If you look at your analytics, you’ll see that the visitor time on your Shopify store can be somewhat disappointing because people can’t find what they want and leave.

Or they can spend a longer amount of time but not buy as well.

Plus you’re competing with top websites like Amazon and social media platforms that invest millions of dollars into visitor retention…

So you have to take this seriously if you want to succeed.

The Simple Question To Ask On Every Page Is…

“Where do I go next?”

When you reach the bottom of any page you need to guide the visitor to the next logical place (or places) for them to continue their journey.

Think about yourself as the ideal sales assistant who patiently guides your visitor through the buying process so they get the right product for them.

By taking this approach you’ll design a much more compelling Shopify store.

Step #1 - Store Structure

There are some fundamental things to think about when structuring your store from the homepage, collections, and product pages to ensure the best visitor experience.

The same goes for your menu and whether visitors will search by the way you classify products.

It’s common for store owners to group products by industry conventions, while not considering whether outsiders would think in that way.

For example, do I class my vegan protein bars under “protein”, “bars”, “snacks”, “on the go”, or all of the above?

Step #2 - Content Pages

A classic mistake with content pages is to leave the visitor hanging at the end of the page.

Where should they go for more information or to browse the products you mentioned in the article.

Plus, most people don’t read the entire article, so do you have a Johnson box or other product call outs throughout the article as well?

This is especially important if you’re getting traffic to content pages through ads, SEO, or emails so the visitors don’t get lost and know where to go next.

Step #3 - Product Pages

There is a proven rule that long copywriting sells more than short copywriting because people who are interested in a product will want to do more research and have all their questions answered.

Sometimes this works on a long product page, but other times you might want to link out to other content pages to provide more information for the visitor.

For example, when buying a rain jacket I found myself Googling what the waterproof and breathability ratings meant because they were listed on the website without being explained.

And then when you link off to articles you have to think about whether they open it in a new tab and how to get the person back to the right product page.

You’re The Worst Judge For Your Own Store

Because of your industry knowledge, you’re likely to have used jargon and language that makes no sense to your visitors.

You’re also likely to lead them down a deadend path because you know your own Shopify store like the back of your hand.

That means putting your website in front of potential customers and seeing how they browse your website, while collecting any questions that might come up.

That way you can uncover the sticking points and objections for why people might not buy…

Which ultimately improves your conversion rate and ability to attract new customers.

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