• Derick Ho

How To Build Your Shopify Homepage For Maximum Authenticity, Branding And Conversions (ABC).

Updated: Aug 24, 2019

Whether you are running a dropshipping store, or a POD (print-on-demand) store, we are always focused on one thing – getting the conversion.

Let’s face it: sales are—and always will be—the lifeblood of your business.

If you’re investing $1 into paid ads, you’re hoping the campaign spits out more money than you put in.

When I think about the future of e-commerce industry, I see more and more people focusing on building one essential marketing skills, that is building brands.

Even though e-commerce should be long-term focused by nature, I’ve noticed that many of them still have the “get-rich-quick mentality”. This becomes very apparent when it comes to building their stores.

They get lazy and just simply create a half-ass store design that looks sketchy, poor english grammatical error on their product description, and expect to have $10,000 per day revenue just by simply launching a $5 per day ad (lol).

To be blunt, 98% of the stores that I personally reviewed look cheap.

  • Low-quality photos

  • A low quality, free theme that looks like every other dropshipper's store

  • Fake countdown timers

  • Fake testimonials

  • Copy and paste product descriptions from the Chinese suppliers

Well, if you have this kind of short term thinking, then you’re always going to be chasing the next hot product on AliExpress.

To begin with, brand building itself is a complex topic, so we’re going to laser focus on just one aspect of it – the home page of an e-commerce / Shopify store.

Here, I'm going to give you 80/20 of the blueprint for building your shopify homepage with examples shown from some of the top stores around the world.

I’m going to share with you 9 pointers with you that is designed to help you to improve on your shopify store homepage.

Let’s dive down into it.

#1 Your Homepage

You would have probably heard of this all time widely used phrase:

First Impression Matters

Even if you’re sending paid traffic to a product page, chances are that they’re going to navigate to your home page to get a quick 80 / 20 of what your brand is about. They’re investigating to make sure that your business is legit.

Remember that they’re taking a risk buying from you. No one is willing to think of the possibilities that their products are not getting delivered to them. Having a great home page is a way for you to lower the risk and build trust.

One notable issue that I would like to share — majority of consumers’ decisions are influenced by colour, it’s important to choose the right background for your shopify store.

For those who are experienced in this, you may have noticed many top brands choose to play it safe — They stick to a plain, white background with black text.

One such example is Ashley Bridget — one of the most famous fashion online store.

While the background is just one component of your shopify store, the colour that you choose matter: INC report shows that 60-75% of consumers place colour and appearance above other factors when making a buying decision. There are also other colours that play the leading roles in every brand's personality.

And finally, your homepage should evolve as you start attaining things worth bragging about. Featured / Signature products are good to start with. It’s hard to feature testimonials if you don’t have any. But if you start gathering some great testimonials, then you should start adding it.

#2 The Menu Bar

This is the bar at the top of the page that helps your customers quickly find what they need. 

Make sure that the navigator bar is “sticky.” It means that the navigation bar automatically “follows” as someone scrolls down.

Try not to have too many navigations in the bar or else it’ll become distracting. Every item on that navigation bar needs to earn its place.

The navigation bar automatically “follows” as someone scrolls down.

Recommended Elements for a Typical Store:

  • products

  • about us

  • contact

  • cart

#3 The Main Cast Shot

The Main Cast Shot is about showing the Lifestyle.

High quality, high-resolution photos are a must because it takes up the entire screen for most laptops.

Pretty straightforward here, your goal is to give the person a feeling of what your brand is about. People respond positively to faces. Don’t just show the product, but show a person with the product or using it. Show an image of what the customer would be like if they are wearing your product.

Text in the image should be short and sweet. You shouldn’t be trying to sell anyone so don’t scare them away with long-form text.

A picture speaks a thousand words. And that couldn't be more true.

#4 The Benefits

Now that you have evoked some people attention after the main cast shot. Now it’s time to quickly communicate some value by adding some quick benefits. This is crucial.

In fact 98% of the time, people are going to think of many objections when they are buying your product. This is normal (lol humans). One way to counter this is by simply introducing this "benefits banner" to quickly kill those objections.

  • What happens if the shipping is expensive? Hey, we offer free shipping!

  • What if this dress isn't what I anticipated to be? We have free returns!

  • Hmmm, what if this portable phone charger spoil? We have a 24 month warranty!

  • Hmmm, what if someone steals my credit card information when I’m buying? Nope! This site is 100% safe!

By putting up a benefits banner, it gives a sense of assurance for the buyer to purchase your products.

#5 Social Proof

Pretty straightforward. It adds instant credibility because big companies like ELLE and FASHION wouldn’t feature a scammy company.

#6 Comparison

I love this one from Luxy Hair. Image that portray comparison aka "before" and "after" results is also one of the key element that invoke assurance to your potential buyers. Better yet, they even include a video. It gives your potential buyers additional assurance to buy your product. It also gives a great impression on online shoppers.

#6 Unique Selling Point (USP)

Remember, your customers have plenty of options. You have plenty of competition. You should have a section that gives your customer the reason why they should buy from you, and why your products are so good.

What’s your unique selling point? Here’s a section from Luxy Hair – this is a great example of using descriptive images with solid copywriting. 

Their first point talks about their hair extensions being easy-to-use. But get this…why would I want to buy an hair extension in the first place?

Well, they explain that their hair extension products can remove the need of an hairstylist. This is your chance to help them to "save money" on hairstylist. Maximum effort with least amount of pain.

Their 2nd point is that they guarantee instant length. Here, you can provide instant gratification for your potential customers.

#7 Showcast Your Products

Now that you’ve shown off the lifestyle, built up some social proof, and elaborate on your unique selling points and benefits. So what's next?

Now is a great time to go for the sale by showcasing your products.

Here are some ways to showcase your products.

A) Best Sellers

Imagine you are going to shop for beauty products at a unfamiliar retail outlet, you are overwhelmed with options. I love it when the store shares their "Best Seller” products.

It eases the analysis paralysis by using social proof.

The same rule applies here. Show off your best sellers and most trending products. Make it easy for a newcomer (or even an existing customer) to see what your store is famous for. 

B) Trending Products

Do you have a wide range of products that is currently in trend right now? Give them quick access to it. 

C) Share What's New!

This is more for people that visit your store over and over again.

#8 Capture Their Email Address

Face it, if you are not capturing your store visitors email, you are essentially leaving money on the table. It’s practically free money and you own the email list compared to social media paid ads.

You'll be surprised that so many people skip this crucial step. And they're complaining that they can't break through the 4 to 5 figure mark for their profits (lolz geez).

Nowadays you can’t just simply ask for the email address. You have to give them a reason to sign up.

What’s in it for them if they sign up? Here are some good ones: 

  • Give a discount if they opt-in. 10% off your first order is the most common one. Better yet, give a good 20% off!

  • Promise a benefit. You’ll get up to date announcements on our latest product release, and be entered into monthly giveaways. Or maybe even a "subscribers only benefits".

  • Use a lead magnet. Selling a yoga mat? Give away a free eBook! For example: “11 Science Backed Ways to lose weight faster.”

Here is an example of an store trying to capture an email:

Small stuffs that can make a difference to your e-commerce earnings

#9 Footer

Anyway you know what this is – it’s on the bottom of every website. And yes, some people do read it.

Recommended Elements:

  • Legal Stuff: Terms and conditions, privacy policy, copyright/trademark policies.

  • Social Media Links: Facebook, Twitter, Instagram, etc.

  • Corporate: Careers, Core values, etc.

  • Locations (if you have a physical presence): You can also throw in links for affiliate and wholesaling.

Once again, I'm showcasting luxy store. But hey, their store impressed me!


Remember, there’s no one size fits all solution, but I have noticed that the biggest stores have those nine elements above in common.

Lastly, this should go without saying, but modern websites are all about quality photography. It doesn’t matter how great your website design is if you don’t have the high quality photos to back it up.

I hope that these 9 points above would be able to rectify some changes to your shopify store if you are not making any positive progress.

Talk soon,