It's one of the key factors for a successful online store: a well-thought-out structure. As a Shopify agency, we often observe that a well-thought-out and well-organized structure makes the difference between stores that attract casual visitors and true magnets for loyal customers who enjoy spending a lot of time in your store.
In this article, we share our experiences and provide valuable tips on how to create the ideal shop structure on Shopify. We'll explore the most important pages of an online store and use examples to show you how to optimally design them to delight visitors and increase your sales.
Our e-commerce expert Adrian has already helped numerous brands launch on Shopify. In his book, Shopify for Dummies, he provides retailers with all the essential information they need to navigate Shopify ( view on Amazon / view at your local bookstore ).
1. Why is a good shop structure important?
The structure of an online store is the backbone of your Shopify store. A clearly organized store structure can mean the difference between frustrated visitors who abandon your store and satisfied customers who easily find the content they need and complete a purchase.
A logical and intuitive structure helps your visitors find their way around quickly and easily. They are efficiently guided to the products they want and supported in their purchasing decision by relevant information at the right place.
A clear structure reduces bounce rates and contributes to overall search engine optimization (SEO), which increases the visibility of your Shopify store online and generates more organic traffic.
2. Advantages of a well-thought-out shop structure
In our experience, shops with a well-organized shop structure benefit from the following advantages:
- Increased user-friendliness: Visitors can navigate quickly and easily and find the products they want.
- Higher conversion rate: An intuitive structure guides customers through the purchasing process, increasing the likelihood of a purchase being completed.
- Better SEO ranking: A clear and logical structure helps search engines index your store better, leading to higher rankings in search results.
- Increased trust and credibility: A professionally structured shop appears trustworthy and reputable, which strengthens visitors' trust in your brand.
The following graphic illustrates what we consider to be a well-structured online shop:
In the next sections, we will take a closer look at what the individual pages contain and how they can look in practice using our best practice examples.
3. The funnel pages of your Shopify store
The funnel pages are arguably the heart of your online store. They're where your customers make their purchase decisions. They're the pages that make your store an online store and differentiate it from a simple informational website. But what does funnel actually mean?
The term "funnel" is derived from English and means "funnel." This refers to the process visitors go through to ultimately purchase a product. While this process doesn't always follow a strict order in practice, the concept of funnel pages remains helpful for illustration and simplification.
The following pages are typically seen as funnel pages:
- Home
- Category page
- Product page
- Shopping cart
- Check out
In the next sections, we will take a closer look at what each element includes and how it works in practice using examples.
3.1. The homepage
The homepage is the showcase of your online store. It serves to quickly and clearly explain to customers what products you offer and what makes your brand special. It should appeal emotionally, arouse interest, and provide customers with easy navigation.
The goal of the homepage is to help visitors find the right product or product category for them and direct them to the relevant pages. Additional content and links should be provided for visitors who are not yet that far along in the decision-making process.
We often say that the homepage should reflect your overall store structure. At a glance, your customers should be able to tell which sections and content are offered in your online store.
With banners and images, you can also focus on specific topics and continue to showcase your brand.
In Shopify, the homepage link structure is always the same and cannot be customized. It is the main URL of your online store (e.g., myshopifyshop.de).
Example: Homepage of Hey Marly
The homepage of the mix-and-match sandal brand Hey Marly implements exactly these points. In fact, the layout mirrors the structure of the rest of the shop.
A central banner with atmospheric photography conveys a sense of the brand. There, you'll also find links to the most important product categories: sandals and bags. Additional categories are also immediately visible via tiles and visually supported by logos. The homepage also links directly to the best-selling products. A special feature is the switcher between sandals and bags as categories. Additional photoshoots and social proof through customer testimonials round out the homepage.
3.2. The category page
Category pages present the various products within a category. They are intended to provide an overview and assist with decision-making. A clear presentation and the provision of relevant information are essential here.
The goal of a category page is to help customers find the right product within a category (or collection) and navigate to the corresponding product page. Shopify offers various features such as sorting and filtering options to facilitate navigation. Linking subcategories can also be helpful.
The link structure of categories in Shopify always contains “/collections/” (e.g. myshopifyshop.de/collections/shoes).
Example: Category page of Pinqponq
Pinqponq 's category page impresses with a clear, minimalist design that clearly highlights the backpacks and powerful features.
This includes sorting options, such as alphabetical, price, release date, or best-selling products. Sorting features are natively part of every Shopify theme, so you can implement this feature without any additional effort.
With an extensive product range like Pinqponq's, filters based on attributes such as color, intended use, or additional features are also essential. They help customers find the products they're really interested in even faster. We often recommend the Shopify Search & Discovery app to expand Shopify's in-house filtering options.
3.3. Product page
Product pages, also called PDPs (Product Detail Pages), present the main features and characteristics of a product. They are designed to provide detailed information and entice visitors to the product. We typically distinguish between two areas:
- Above-the-fold: Visible when the page loads, contains product photo gallery, relevant information and the "Add to cart" button.
- Bottom section: Contains detailed information, usage instructions and product reviews.
The goal of the product page is to excite your visitors and provide all relevant information so that they add your product to their shopping cart.
In Shopify, the product page is created automatically as soon as you add a product. The URL structure is always myshopifyshop.de/products/productname.
Example: Product page of BADESOFA
For products in higher price segments, such as bathroom sofas, the importance of an informative and trustworthy product page is even greater. The above-the-fold section contains vivid product photos and videos to convey a tangible impression of the cushion. Furthermore, the model selection and a clearly visible "Add to Cart" button are located here.
The lower section of the page provides customers with clear information about all important aspects of the product: material, care, application, and quality. Additional text blocks showcase the pillows. Prominently placed press reviews and customer ratings further build trust and provide social proof.
3.4. Shopping cart
The shopping cart displays the selection of products customers have added. It is the final step before checkout. Here, visitors can continue shopping or proceed to checkout.
Example: Shopping cart from 3Bears
The porridge shop 3Bears has a shopping cart slider optimized with custom coding. Gamification is particularly popular here, in the form of a progress bar that shows how much is left to get free shipping, effectively increasing the order value.
In addition, the shopping cart is one of the most crucial points in the purchasing process, so experience has shown that suitable product recommendations can also have a big impact here.
3.5. Checkout
Checkout is the final step in the purchasing process. This is where all relevant information is requested and the purchase is confirmed. Typical steps in the Shopify checkout include:
- Provide contact and delivery address
- Selection of shipping method
- Selection of payment method
- Order overview and order confirmation
Historically, the Shopify checkout has been limited in customization, but it's proven and very stable, especially compared to the competition. However, the customization options for Shopify Plus merchants are increasingly expanding thanks to Checkout Extensibility. This allows you to extend your checkout with apps and customize it to your needs.
Example: Checkout from BADESOFA
For example, BADESOFA uses Shopify Checkout Extensibility to provide customers with additional information, such as a text field about how to use discount codes. USPs with icons also clearly showcase other brand benefits, further strengthening trust during this crucial step in the customer journey.
4. Additional pages: Increase trust for your customers
Today, an online store is much more than just a place for transactions. Your customers expect to be able to not only purchase products but also learn more about your brand and the background of the products.
Additional pages therefore play an important role in meeting these expectations and building trust. We distinguish between additional pages that focus on your product and those that provide insights into your brand.
4.1 Additional pages about the product
Many visitors are interested in detailed information about your offerings, especially for products that require explanation, are expensive, or are sustainable. This is your opportunity to provide them with more background and details to further motivate them to make a purchase. Even if this initially requires more effort on your part, you can clarify the value of your products, build trust, and significantly improve your conversions.
We often recommend the following content for additional product-related information:
- Further information on production: Describe the production process and highlight special aspects, such as sustainable production or handcrafting.
- Detailed usage information: Provide detailed instructions and tips on how to use your products. This can be in the form of text, videos, or graphics.
- More detailed preparation of information in the form of themed worlds: Create special pages that delve deeper into certain topics related to your products, such as health tips, recipes or possible uses.
Example of product-related additional pages: 3Bears
The 3Bears online store demonstrates how you can successfully use additional pages. Although porridge is a well-known product, the store offers a wealth of additional information that adds value to customers:
- What is porridge: Introduction to the world of porridge for newbies.
- Porridge preparation: Concrete help for preparation.
- Porridge for pregnant women: tips for preparation.
- Overnight Oats: Information about a special porridge variant.
- Our ingredients : Detailed information about the ingredients used.
4.2. Additional pages about the brand
In addition to product information, your visitors also want to learn more about the people and stories behind the products. This information helps build an emotional connection with the brand and strengthen trust.
It's the ideal opportunity to establish a personal connection, for example by providing insights into your founding story or values that are personally important to you.
You can also use these pages to place a special focus on customer service and answer questions that (potential) customers often have during the ordering process.
Typical additional pages that revolve around your brand include:
- About us: Tell the story of your company, the vision and the reasons for its founding.
- Our Team: Introduce the team members behind your brand. Show who works to ensure your brand's success.
- Our values: Highlight the values that shape your company, such as sustainability, fairness, or innovation.
- Career: Inform people about career opportunities within your company and show why it is attractive to work for you.
- Service pages: Show how customers can reach your support team. Offer various contact options.
- FAQ page: Answer frequently asked questions about products and the ordering process. This saves time for your customers and reduces the workload for your support team.
- Contact form: Offer a simple contact form so customers can ask questions directly on your site.
Example of brand-related additional pages: NATURTREU
NATURTREU, a brand for natural dietary supplements, offers an impressive example of the importance of background information. On various pages, the brand showcases the people behind the products, provides insights into their motivation, and thus gives NATURTREU a real face. These include:
- Mission: How NATURTREU came about, what is its vision, and who are the founders? A closer look at the people behind the brand and insights into its values.
- Team: Portraits of the NATURTREU team
- Careers / Jobs
- Naturtreu Club: Benefits for members
- Sustainability in action: Illustrating how NATURTREU is committed to environmental and social justice using concrete examples and figures
5. Blog: Add value and traffic to your Shopify store
In addition to the usual funnel and additional pages, many online shops also operate a blog with their own articles. The advantage: With Shopify, you don't need an additional program to manage your blog. The shop system offers a native blog function that's easy to use.
In our experience, a blog offers many advantages. It can help improve your search engine rankings and thus your online visibility with high-quality and interesting content. It also allows you to regularly provide your customers with information, tips, and news.
The following types of blog content might be suitable for your online store:
- Magazine: Regular posts on topics relevant to your products. This can include content on manufacturing, usage, or general trends. A magazine blog offers you the opportunity to share your knowledge and expertise and regularly provide your customers with interesting information.
- Recipes: If you run an online beverage or food store, recipes can be an exciting way to regularly publish relevant content. Show your customers how to use your products in delicious dishes and inspire them to create new culinary creations.
- Instructions and DIY tips aren't just relevant for food and beverages. Many industries and product groups benefit from step-by-step guides. Whether for craft projects, beauty tips, or technical instructions, well-prepared instructions can offer your customers real added value.
When starting a new online store or relaunching on a new platform like Shopify, motivation is often high. Many want to hit the ground running and create as much new content as possible. However, regularly creating relevant content is time-consuming and should not be underestimated.
While tools like ChatGPT can make the job easier, the effort required to create high-quality content remains significant. If you're just starting out and have limited resources, we advise against focusing too much on blogging.
Example: Blog by XbyX
XbyX doesn't just run a blog; she's created a virtual guide for women in midlife. We often use this example to illustrate what's possible with Shopify in the blogging space. High-quality, SEO-optimized articles on topics relevant to the target audience ensure a good Google ranking and have a positive impact on the online shop's discoverability.
The articles themselves cleverly integrate links to products. We used custom templates and meta fields to enable authors to create content directly within the Shopify admin. This way, employees benefit from minimal maintenance, and readers benefit from visually appealing, well-structured articles with tables of contents, a coherent heading hierarchy, image elements, and author profiles.
