Shoe Website Design: High Converting Store [20 Examples]
If you’re setting up an ecommerce shoe store, the hub of all your digital marketing and lead generation will be your website.
It’s so important to get that part right or everything that follows could fail.
But how do you ensure your shoe website design will help you stand out from the crowd, grow your audience, attract more customers, and sell more shoes?
You can start by looking at what’s already out there, taking the best parts and applying them to your store while discarding everything that doesn’t work.
I’ve done a lot of the groundwork for you. The shoe website design tips included below will help you create a fantastic user experience on your website and convert more customers — with some examples from other shoe websites that are already a resounding success.
Let’s get started.
Shoe website design tips with examples
If you’ve been scouting shoe website designs for inspiration to pass to your website designer, you may have already got a few ideas.
What follows is a more complete rundown of what you’ll need to include. Most of these design tips apply to all clothing, accessory or fashion ecommerce stores but I’ve included examples from shoe websites so that you can see how other store owners apply them.
Stunning visuals with lifestyle shots
Clothing and fashion stores are not only competing with each other but with the brick-and-mortar retail experience — where shoppers are used to touching, feeling and trying on the items they like.
In an online shoe store, you need to bring as much of that to life as possible. It starts with creating amazing visuals of your products and plenty of lifestyle shots showing how they look beyond the studio. Don’t skimp on photography.
The Allen Edmonds shoe website includes some great images like these:
Clean and uncluttered appearance
Your entire store should have a clean and uncluttered feel with plenty of “white space”. Your shoppers are there to look at shoe designs and decide what to buy so it should be heavy on pictorials and product information and not too overloaded with unnecessary text.
This example from Flight Club gets it right…
Many of your customers will be mobile (rather than desktop) shoppers. Therefore, it makes sense to design your shoe website with a mobile-first strategy.
Many stores simply make their desktop website “mobile responsive” so that it can be viewed reasonably well on any device. A “mobile first” design strategy builds everything from the ground up with mobile users in mind.
It’s a great idea to build a list of loyal followers by offering a promotion or discount to sign up for email or SMS alerts, as in this example from Farfetch:
Shoppers should be able to find what they need quickly with a well-designed navigation menu on every page. Most WordPress templates have this feature built-in.
Here’s a good example from New York shoe store Extra Butter:
As well as the clear navigation menu, note the high-quality images and general uncluttered feel.
Clear call-to-action buttons
Call-to-action buttons are essential for letting people know what to do next — for instance where they can purchase what they see.
Clear and compelling call-to-action buttons improve your conversion rate, helping turn interest in your products into sales:
Plenty of great reviews
Establishing credibility and trust should be a priority when you design your shoe website. Gathering reviews from customers about their experience of shopping with you provides the social proof that is so important.
Shoe Haul includes a dedicated review page in its store:
If your shoe collections have been featured in the press, received awards or otherwise praised, why not flaunt it?
Trust badges like these on the Myrqvist store help build credibility:
Celebrity or influencer shots
Including shots of celebrities or influencers who wear your shoes provides a guaranteed level of instant credibility. The Ruthie Davis store has a page devoted to “Celebrities in Ruthie Davies Shoes”:
Informative and shoppable content
Publishing informative blog content is a great way to improve rankings and drive traffic to your store. It also builds trust and interest in what you offer.
Your target audience likely has questions about such things as styles, sizes, materials, and other elements of footwear.
Answer these questions and it should help you stand out from the rest, like on the Shoe-Inn blog:
If you mention your products in blog posts, many ecommerce platforms (like Shopify, for instance) have started to make it easier to shop items directly from these posts — and fewer clicks mean higher conversion rates. Great for sales!
It’s no secret that people love watching videos but so many ecommerce websites miss how important it is to include it.
High-quality product videos help set you apart from other shoe websites — like this example on the homepage of TipTop Shoes:
Include a search feature
Shoppers should be able to save time by searching your shoe website for what they’re looking for. Including a search feature as part of your shoe website design is a great idea that many of the best stores offer — like Reformation:
Buying shoes online can be difficult. A size guide will make it easier for shoppers and reduce the number of returns you receive. Best-practice shoe website design, therefore, includes a page like this one from Shoe Warehouse:
The best shoe website designs are flexible enough to change as the seasons and calendar of events change. For instance, this homepage from the Naturino Outlet Store features a collection for back to school:
Transparent shipping policy
Shoppers don’t want to be hit with surprise shipping costs when they get to checkout. Make your shipping policies clear on the homepage and include a dedicated page to explain the more intricate stuff, like with this example from Urban Outfitters:
Transparent returns policy
Shoppers may get nervous about buying items like shoes online without a clear returns policy. Your shoe website design should include a page that explains when and how people can return items, like with this example from Saks Fifth Avenue:
Easy to contact (with live chat)
Make it easy for shoppers to contact you. Ideally, include prominent contact forms, email, phone and social media contact options on your website. Also, you could offer a live chat option, like the 6pm shoe website does:
Display coupon codes
If you have a promotion on, display the coupon codes so that it’s obvious and easy for shoppers to claim their discounts when they buy. This will help with conversions. TipTop Shoes does this well, as in this example:
Nothing kills sales like slow-loading pages. Shoppers will go elsewhere if they don’t see what they want quickly. You can test the speed of your shoe website pages using Google’s PageSpeed Insights or GTMetrix:
An engaging “About” or “Story” section
If there is an interesting story behind your shoe collections, tell it to your shoppers like in this example from Reden:
Optimize your shoe website design for search (SEO)
A final point about shoe website design: your store shouldn’t just offer great products. It needs to be found in the first place.
Footwear is a competitive space, so you need to optimize your website for search. You’ll need on-page strategies like keyword optimization and off-page strategies like link-building to do that.
Ready to design a winning shoe website?
Many of the shoe website design tips above apply to all types of fashion and accessory-based ecommerce stores. It is very competitive and tough to stand out but by following these tips, you can build a store that is optimized to attract and convert as many shoppers as possible.
That’s a winning formula for any ecommerce business