All sites, even the most successful Shopify stores, need users to make a few moves, from signing up for a newsletter to filling out a contact form. Ecommerce stores are no exception. Users do not order in one move. It’s a journey that involves finding a need, looking for options, placing an order, receiving delivery, and even after-sales support. The transparent and efficient design helps guide users to the right place in the journey for increased conversion.
To help you stay on top, we’ve listed 7 easy-to-do design tips that the best Shopify stores update frequently to expand their offerings below.
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The most successful Shopify stores don’t randomly display a call-to-action (CTA) in front of visitors’ eyes. In fact, they rely on the “customer journey” to determine the right time to present the CTA to users.
So what is the “customer journey”?
The customer journey (source: Shopify partner)
The customer journey refers to a 5-step process from identifying a need, asking about options, making a purchase, accepting the delivery, and post-deal support. This vast shopping circle could present users with different calls to action at various points along the journey.
For example, after users have submitted a request, we will need to instruct them on how to check the status of their order to reduce support costs. It is not advisable to ask users to subscribe to a newsletter when they are about to place an order. Instead, asking them to do this on their first visit makes sense.
A well-designed Shopify store needs to do a lot more than just offer a visible “Add to Cart” button. Instead, you must offer online shoppers a great shopping experience. To do this work, you would need help from applications, such as TrustPulse or Grove. These platforms allow your store to use Timing accurately, present offers/programs / CTAs at the right time, and avoid inconvenience to customers.
2. Clarity and conciseness
People are said to read only 30% of the content on a page. They prefer to scan for key phrases and expressions that answer their questions or satisfy their curiosity.
To aid clarity, the most successful Shopify stores introduce a clear structure in the copy. They use titles, subtitles, registers, and other typographic guides to separate large blocks of content from smaller ones. In this way, users can quickly recognize content that is important to them.
Content can not only be scanned, it must also be relevant (source: Shopify partner)
Rather than repeating your point of sale in front of users’ eyes, attract them to that point through typographic design . This will keep your content short and focused. You must also monitor the interest of users. They will quickly become irritated if they notice that the copy ignores their questions. By doing this, you build trust with your audience and show them that your company values their business.
3. Use negative space
Website designers will tell you that users spend no more than 9 seconds evaluating a page. Unnecessary elements on the page can detract from the call to action. One reaction is to reduce the number of screen components, as shown on Google’s home page. However, the most successful Shopify companies recognize that this method is not useful because it affects the page and the layout.
An alternative approach to making more room for negative space around the CTA is to minimize distractions. With nothing around, the attention is drawn directly to the call to action. The best Shopify stores agree that reducing distractions inevitably improves conversion.
Yoga Rebel, a fashion store on Shopify, uses awesome calls to action in their stores. Your CTA is very obvious with no distractions.
It works because, with nothing else to look at, the visitor’s attention is naturally drawn to the CTA. If you want to be one of the best Shopify stores, don’t forget to take advantage of the negative space.
Using color is a great way to get noticed.
By contrasting the tone of the call-to-action with the background, it can help the message stand out. For example, if blue is the dominant color on the website, using a different color like orange helps the CTA work better.
4. Use contrasting color
How to choose the contrasting color? The most successful Shopify stores recommend the Adobe or Canva color wheel. The wheel automatically selects the color for you. Let’s take a look at the Canva color wheel.
You may see that there are different color combinations, select the “Complementary” option to choose the contrast color.
The complementary color scheme helps you pick up the contrasting color.
The complementary combination features two colors on opposite sides of the color wheel. This option provides a high-contrast, high-impact color scheme. Together these colors will appear brighter and more striking.
It is not difficult to choose a suitable color for the CTA with tool support. Canva also provides a color scheme guide for you to explore further.
Some tips for coloring your call-to-action button:
- Use whitespace around the CTA to make it clear where to click
- Make sure it stands out from the background.
- Don’t make it too lavish with colors and animation.
“What color is the best to optimize the conversion?” There are many conflicting opinions on this issue, as preference can depend on many factors, including cultural differences. For example, red decreases conversion in western countries, as people think it is dangerous. However, Asians believe that red brings them luck and prosperity. So there is no single answer to solve this problem; Rather, it should fit the context of your product, as well as the audience.
The use of colors in combination with other attention-grabbing techniques, such as the use of icons, animations, or images, which we will mention shortly, can also help.
5. Use the subtlety of animation
Animation is a powerful tool to grab users’ attention when used carefully. We are programmed to notice the most subtle movement in a static environment, such as a web page. And although it is a powerful tool to increase conversion, at the same time, animation can leave the opposite effect if used incorrectly. The most successful Shopify stores admit that excessive animation could cause users to ignore it and filter it. Continuous looping events can be distracting, expanding the psychological burden, preventing users from concentrating on other messages.
So to use the best of animation, be sure to use it subtly. Avoid repeating the animation, or if you still want the animation to repeat itself, the best Shopify stores recommend a long space between the loops.
6. Connect text and visuals
It is easier for people to process images than text, which reduces our cognitive load. As a result, we unconsciously notice images, images, or visuals on the lines of text. This phenomenon is even more expressed when the images contain people and faces. We are programmed to be particularly drawn to faces, which takes us directly to people’s highlights when displayed on a page.
Therefore, the images can be useful or unfavorable for the conversion of an online store. If an image is strongly connected with a call to action, it expands the visibility of the call to action and improves conversion. And conversely, if there is no connection between the image and the call to action, users will skip the image and ignore the message of the call to action.
Image content is also something marketers should be aware of. Visual elements within an image can draw users’ attention to or away from the call to action. For example, we tend to follow a person’s eyes within an image. If that person is looking away from the CTA, you are missing out on call-to-action opportunities from users.
The person’s eyes direct users to the content (source: Shopify partner)
7. Create compelling CTAs
We can’t deny the benefit of big, bold calls to action on visibility and conversion rate. That being said, size is not only about getting attention but also about conveying a compelling message. A great call to action allows the introduction of more attractive messages. The most successful Shopify stores applied this technique as a tool to attract their customers.
For example, instead of the “Buy Now” button for a camera, a larger button may have more space for a more attractive copy such as: “Buy now to take better photos.” To grab users’ attention, use unique words to create your call to action. Au Lit Fine Linens, one of Shopify’s top dropshipping stores, sells bedding, so they create their CTA for the storefront as “Explore Fall Bedding” instead of “Buy Now” like other Shopify stores. .
Au Lit Fine Linen’s Call to Action for its Fall Bedding Collection
We show you some visual techniques that the most successful Shopify stores apply to their businesses. There is no standalone technique that will substantially increase your store’s conversion. However, combining these techniques can dramatically increase call-to-action visibility and therefore conversion. Try testing out some colors, text, animation, and more in your store to see how well it works!