9 ways to improve your ecommerce website design

Oct 1, 2018 · 5 min read

Conversion rate optimisation is a hot buzzword in ecommerce circles for a reason. Through changes both minor and major, improvements in your conversion rate will impact the business’ bottom line.

As website developers and Shopify Plus experts, we have replatformed and developed hundreds of ecommerce websites for boutique and big brands.

Here are 9 features and tips we recommend to anyone looking to improve their ecommerce website and optimise their conversion rates.


If the online research and industry reports aren’t enough to convince you how important it is for your website to be mobile-friendly (at the very least!), log into your Google Analytics account to explore what percentage of your visitors are on mobile devices.

The other thing you might want to look at is your website’s speed. Check out Google’s free PageSpeed Insights tool. You will be provided with a score for your page speed and a score for how well-optimised your website is.

User-friendly mega menu

Your main navigation menu is premium real estate, so utilise it for trade promotions and brand content. Include links to rich content, campaigns, and your hero products. Don’t miss out on the opportunity to leverage this valuable space!

When we replatformed Calibre to Shopify Plus, we optimised their mega menu by adding rich content like images to promote certain collections and categories.

Site search functionality

Not only is it helpful for your website visitors to be able to search and find what they’re looking for quickly and easily, it’s a helpful data point for your product team to assess trends. Just make sure that you set up Site Search in Google Analytics to view the search terms.

The ASOS search bar is predictive, includes past search terms and the number of items listed for each term.

Detailed product descriptions

Product descriptions are a low-cost way to showcase your brand personality and provide valuable information to visitors on their buyer journey. You can provide details like inspiration, styling tips, model size and height, colours available and more.

Our clients alice McCALL include style details for their product pages to share the features and benefits of their pieces. Not only beneficial for SEO, but the copy adds to the luxurious shopping experience for customers.

Showcase best-selling products

Leverage on the popularity of your best-selling products by promoting them on your homepage. Serve up fresh content with campaigns and your latest season stock too. Keeping your homepage changing with new campaigns will retain and engage website visitors, and give you a reason to email your mailing list!

Sort and filter menus

It’s quite common for people to set filters early on the online buyer’s journey to ensure they’re only looking at products available in line with their needs (style, colour, size etc). This is part of making the experience as seamless as possible, and as convenient as shopping in a retail storefront. If you’d like to explore more about how people sort and filter, we recommend installing a heat-mapping tool like Hotjar to view how visitors browse your website.

Our client Fenton & Fenton has comprehensive sorting and filtering options to help customers find what they’re looking for easily and quickly.

High-quality imagery

From our experience working with boutique brands, large premium retailers and everything in between across various verticals, we know that product and brand imagery is crucial. Having beautiful, clear (and crisp!) images will showcase your products in the best light, and help your customers visualise how their upcoming purchase will complement their lives. It’s worth the investment!

Clear shipping information

It’s best practice to have shipping costs made clear and linked to from a top banner. If you can offer free or low-cost shipping, make it known to your visitors. This is often cited in industry research reports as a major barrier in the online shopping buyer journey, and we have seen conversion rates improve drastically when free shipping is offered and made prominent to visitors.

It’s common to have a prominent banner with clear shipping information on ecommerce websites. Offering free shipping could positively impact your conversion rates!

Seamless checkout process

You’ve done all the hard work, so don’t lose the sale at the final step. Improve and iterate on your checkout process to make it as seamless and effortless as possible for your customers. There are a lot of features you can offer to make this happen, like:

Consider whether your business is at the right place to offer BNPL (Buy Now, Pay Later) payment services like Zip Pay and Afterpay. You should already accept all major credit cards too. If it suits your customer base and brand, we recommend adding the payment options you offer in the footer of your website.

Mastani have a clean and simple checkout process, making it easy and fast to navigate for customers.

Websites are never truly fully complete, and there is always room to iterate and improve. Before we launch new websites for our clients, we conduct extensive user acceptance testing using multiple checklists to ensure all features and working properly and that people can use the website to find what they are looking for.

If you’re looking to add new features, replatform to Shopify Plus, optimise your conversion rates and more, get in touch with us for a chat. We’d love to hear what you’re working on.

DotDev Offline

Digital Development and Shopify Plus Agency

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