Building and maintaining a successful online shop is no easy task, especially in the competitive world of online retail. As a small business owner, it's important to continually strive for excellence and provide your customers with an exceptional user experience on your Shopify website.

I'm Elle, founder of The Ecommerce Assistant. I empower founders of small businesses with the knowledge and understanding of ecommerce, enabling them to connect with more customers and grow their sales through teaching, coaching, and training.

In this blog, I'll explore some best practices and simple ways that can help you personalise and elevate your Shopify website, ensuring that your customers have a great shopping experience from start to finish.

Think like your customers

When designing or revamping your website, always keep the customer in mind. It's easy to get caught up in showcasing your brand and products, but ultimately, success lies in understanding what the customer wants and needs to see.

One common mistake is not repeating important messaging throughout different pages of your website. Whether it's a seasonal promotion or free delivery over a certain threshold, make sure these key messages are visible EVERYWHERE so that every visitor has the chance to see them.

Provide relevant information at every stage of the customer journey

Customers visiting your site may land directly on product pages instead of starting from the homepage. To cater to their needs effectively, ensure that essential information about promotions or unique selling points is present throughout all areas of your website.

For example, if you're running a promotion aimed at increasing average order value by encouraging customers to buy more than one item, highlight this message prominently on both the product page and in your basket.


Ivy product page

Ivy's product pages highlight the promotions they're running on their store

Remember that providing comprehensive information builds trust with potential buyers. Include details such as size guides for clothing items or model images showcasing how products fit various body types. Because these small touches can make all the difference when someone is making purchasing decisions.

Learn from successful examples

To gain inspiration and see best practices in action, take a look at some websites that excel in creating exceptional product pages. Two examples worth exploring are Beauty Pie, a members club for luxury skincare without the big price tags and Passenger, a clothing brand known for its eco-friendly approach.

Beauty Pie's product pages stand out by providing extensive information about their beauty products, compensating for the limitations of online shopping (because you can't touch, smell or try out things online). Consider incorporating detailed descriptions, ingredient lists, or usage instructions to help customers make informed choices.


Beauty pie website example

Beauty Pie's product pages feature all the information customers need

Passenger showcases real-life images of models wearing their clothing items and offers specific fit details—an excellent way to assist shoppers who struggle with size guides alone. Take note of how they maintain an on-brand layout while prioritising customer needs.


Passenger product page template

 Passenger's product pages feature a handy size guide and model images

Elevate your online shop with big brand features using Shopify 2.0

If you're using Shopify 2.0, you have access to powerful tools that can elevate your website even further. Focus on enhancing your product pages as they play a crucial role in driving conversions.

Consider adding user-generated content such as customer reviews or lifestyle images showcasing real people using your products, these elements provide social proof and build trust with potential buyers.

Disko Kids product page customer reviewsDisko Kids use reviews on their product pages to build trust with new customers 

Take advantage of tabs within Shopify 2.0 to organise relevant information effectively instead of overwhelming customers with lengthy blocks of text. Create sections dedicated to sizing charts, shipping details, FAQs all tailored specifically to each product's unique features.

Remember that great customer service starts before someone makes a purchase, provide all necessary information upfront so visitors feel confident navigating through your site without any confusion or hesitation.

Apply your branding throughout and make your website feel like you

Don't underestimate the power of branding when it comes to designing an outstanding ecommerce website. While aesthetics matter, it goes beyond choosing fonts and colours. It's about infusing your brand identity into every aspect of the website's design.

Ensure that your website reflects not only what you sell but also why you do it differently from others in the market. Incorporate founder stories or share your brand's mission to create a personal connection with potential customers. Building trust and showcasing authenticity will set you apart from the competition.

Continually improving your website is key

Building a successful ecommerce website is an ongoing process. Even if your site looks great initially, don't become complacent. Regularly seek feedback from customers or trusted individuals who can provide fresh eyes and suggestions for improvement.

Remember that websites are not static entities but require continual updates and optimisations to stay relevant in the ever-changing digital landscape. By embracing change, incorporating customer feedback, and consistently applying best practices, you'll be well on your way to creating a top-notch online shop that attracts loyal customers.

If you have any question, you can always contact me here or connect with me on Instagram.

December 07, 2023 — Elle Williamson
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Why learn from me?

Hi, I’m Elle. I specialise in all things ecommerce for small businesses selling and growing online. I created The Ecommerce Assistant to help busy brand owners make more sales on their online shop by teaching them how to use Shopify + Klaviyo.