How to Edit Your Shopify Homepage For Better Conversions (+ Examples)
January 11, 2022
In the brick-and-mortar world, stores announce their presence through big fancy signs and beautifully designed window displays. And the shoppers notice it and file in through their doors to peruse and purchase that perfect thing.
It may look a bit different online, but the signs and windows exist just the same. The signs and windows for your online store are all rolled up in your homepage.
Before we get into how you can make your homepage a conversion machine for your store, it’s best that we cover the basics of great homepages and their design.
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What is the purpose of a homepage?
Your homepage has a lot of similarities to a great landing page and can be built in much the same way.
Both serve as sales funnels for converting traffic. Both use copy, visuals, and CTAs to drive those conversions.
But, whereas landing pages are often driving toward one particular goal, a homepage provides a multitude of CTAs for the shopper to choose from. The little differences between landing pages and homepages make all the difference.
It isn’t one action but any action (outside of leaving) that the homepage is going for.
The biggest goal of your homepage is to welcome and then entice shoppers further into the site through one of the many doors it provides—your product pages, your About Us page, your collection pages, your blog, a subscription form.
The visitors to this page represent your overall target audience, and the choices they make—the doors they choose to walk through—further segment them and push them toward purchase.
Don’t overwhelm them but show them enough to make it easy to find the CTA that fits their needs.
So, the overall purpose is to get those clicks. But, how do you do that?
With the right set of elements.
Elements of a great Shopify homepage
A homepage, being your first introduction to many visitors, consists of various necessary elements.
At the most basic level, you need to say, “Hi, this is who we are, this is what we sell, this is why you want to buy from us.” But, without really saying that.
So, instead, you use great design, thoughtful UX, lovely images, and smart copywriting to say the above.
The elements of a great homepage are:
Easy navigation. When your visitor has been convinced of the value of your product, you want to make it SO EASY to find the thing they might end up buying from you. Your navigation bar must contain links to your top-level product categories and the most important pages.
Above the fold content that wows. You can’t count on visitors scrolling down your homepage, so you need to give them a reason to. Your above-the-fold content—headline, visuals, product tease—is your chance to wow them into proceeding.
Stunning visuals. Humans are visual creatures, so pretty images, illustrations, and animations go a long way toward convincing us to buy. Using great lifestyle and studio photography for your products helps the shopper make the purchasing decision. Add to that a design with a great color palette and some inspired GIFs or videos, and you’ll have some impressed new customers.
Compelling CTAs. Your call-to-action buttons better not say Click Here because nobody is biting. With only two or three words, you need to get visitors to click through. Urgency is often enough, which is why many great CTAs utilize the word “Now” or “Today.” Luckily, if your product images are exciting, the button that follows can be as simple as Shop Now.
All about the product. This is key. The reason visitors are there is to check out the inventory and envision your products in their lives. Excellent copy and powerful images that center your products will drive your target audience to click through and learn more about your brand.
What does that look like on a Shopify store? Let’s look at some excellent examples of Shopify homepages that hit these crucial points while keeping their content fresh and exciting.
5 of the best Shopify homepage examples we could find
We see a ton of incredible Shopify brands in our work (and we end up buying from a lot of them).
So, we know when stores are phoning it in and when they are doing the work to make their homepages unforgettable.
Here I’ve compiled a few of the very best homepages I’ve come across.
To better understand what it means to keep your homepage fresh, I’m including more than just one version of each brand’s homepage.
Aptly named bedding brand Sheet Society uses their homepage to evoke a feeling of complete coziness in their visitors.
As you scroll, you get immediate access to collections of interest—from the broadest categories like bedsheets and pillowcases to the more narrow like waffle and flannelette.
Then, a full-page video of a woman being extra comfortable in her bed. Finally, they regale visitors with the unique details of their products that make them so great.
Being an international brand, they have homepages to fit the regions they serve. For example, their Australian homepage features a Summer collection in the header, while their US homepage goes for a more wintry vibe.
Aside from the imagery above the fold and the looping video, the two homepages are the same. This is true of their regular homepage updates within regions as well, making changes to highlight sales or new collections.
Their homepage for their Boxing Day sale (below) was quite similar to the above versions, with the addition of a sale banner between sections.
They use lush imagery throughout their homepages, with a focus on nature and models in monochrome.
Scrolling down, you are met with several unique product collections—from tracksuits and pajamas to their “fungi capsule” and FLWRDWN™ jackets—all accompanied by simple yet persuasive copy.
From the visuals alone, you get the sense that this is a sustainable brand.
And the curious will find this to be true by clicking through one of the numerous CTAs that explains more about the science and mission behind the brand.
They use a beautifully produced video toward the bottom of the homepage to quickly illustrate the ingenious environmental science behind their products—in one version, they describe their wildflower-based insulation, and in the other, they show off their plant-based leather.
Each theme will have its own features for customization.
Shopify theme editor
The theme editor is Shopify’s native tool for editing themes. To get there from your Shopify dashboard, first go to Online Store > Themes.
In the Current theme section, you’ll find the theme you are using. Below that, you can also see other themes you’ve downloaded in the Theme library section.
You can edit any of these themes by clicking the “Customize” button.
That will take you to your Shopify theme editor. The default page template you’ll see is your “Home page.”
Along the left side, you’ve got your Header, your Footer, and a few sections in between. That’s where the magic happens.
In the top right corner, next to the “Save” button, you’ll find a monitor icon, which will let you see your template on Mobile, Desktop, or Fullscreen to get a better idea of how your visitors will experience the page.
Now that you are somewhat familiar with the theme editor, let’s get into how to edit your homepage sections.
Edit homepage sections
Your default homepage layout is a bit boring, no matter what theme you choose. It’s begging for you to customize it to your liking.
To edit the sections on your homepage, first click on the section you want to customize. Here, we’ll make changes to the Image banner section.
A menu will appear on the right side with all the customization options for that section.
For this, I can add a banner image—which I chose from Shopify’s free image gallery—and the position and color of the text element.
The blocks within each section are also customizable, just click on them and make your changes.
For our Image banner section, the Heading and Buttons blocks allow for minor changes to those elements of the banner, like copy, button style, and links.
A few slight changes here have resulted in a slick new banner, all in the matter of a few minutes.
In my Dawn theme, this was the extent of my non-code customization options for this section.
Add new sections to your homepage
You aren’t stuck with the default sections provided by your theme. You can add sections to get exactly the content you want on your homepage.
To do that, just click on Add section in the menu on the left sidebar and choose from one of the dozen or so sections (this will vary by theme).
Some options to add are a multimedia collage, a featured collection, a collection list, an email signup form, and more.