Hi Tim, or @stripedcircle , 
Thank you for reaching out to the Shopify community, and congratulations on your progress in building a customer base over the past 12 months. It’s great that you’re seeking constructive feedback, as usability research and customer insights are tools to help optimize your store’s performance and drive sales. I’m happy to offer some guidance on how you can refine your store to better meet your customers’ needs and enhance your overall sales and conversion rate.
After reviewing your website, I’d like to share some observations and actionable recommendations to help you improve user experience, conversion rates, and ultimately, the overall sales.
1. User experience and navigation:
Your homepage has a clean, visually appealing design, which is important for keeping customers engaged. However, one area for improvement would be your navigation menu. It’s essential to have a clear, organized layout so customers can easily find the categories or products they’re looking for. Right now, you have several separate categories such as “Music Prints,” “Football Prints,” and “General Prints.” These could potentially be grouped together to avoid overwhelming visitors with too many choices right away.
You might consider having a single “Prints” or “Artwork” category that consolidates all print types (music, football, general, etc.). From there, you could use subcategories or filters to allow visitors to easily narrow down their preferences. For example:
Prints (Main Category): Music Prints + Football Prints + Art & Design Prints + Limited Edition Prints + Custom Prints
This way, you’re still offering variety but in a cleaner, more organized way. Customers can explore by theme (e.g., “Music,” “Sports,” “Art”) while keeping the navigation streamlined.
Since you’re starting to build a customer base, highlighting popular items could be a great way to direct customers to products that are already well-loved and drive more sales. You can consider adding a “Best Sellers” or “Featured Prints” section to the navigation bar. This section could showcase your top-performing prints, limited-edition releases, or new arrivals. You can always rotate these items to keep it fresh and engaging for returning customers.
Also, I would suggest refine the “Who are we” and “About our printers” sections since these two sections are related, and merging could help customers feel more confident in your brand’s story without creating too many separate sections to click through. You could combine “Who Are We” and “About Our Printers” into a single page titled “Our Story” or “About Us,” where you explain both the background of your company and your unique approach to printing. This could be a great place to add any personal touches, such as your mission, values, and commitment to quality.
2. Speed optimization:
The first thing I noticed when opening your website is that it takes a little longer to load than expected. In today’s fast-paced online shopping environment, a fast-loading website is crucial for providing a positive user experience. Slow load times can lead to higher bounce rates and lower conversion rates, so optimizing your site’s speed is key to keeping customers engaged and improving sales. A few simple adjustments can make a significant difference in performance and user satisfaction.
A few steps that you can consider right-away:
- Compress images: Use an app like TinyIMG or Image Optimizer to automatically compress and resize images without losing quality.
- Enable lazy loading: This ensures images load as users scroll, speeding up the initial load time. LazyLoad is a simple app to implement this.
- Remove unnecessary apps: Review your installed apps and remove any that are not essential. Too many apps can slow down your store.
- Minify code: Use apps like Minifier to compress and combine CSS/JS files, reducing load time.
3. Customer feedback:
You mentioned that you haven’t done any formal usability research yet. Gathering customer feedback is a key step in understanding your target market better and improving your offerings.
Recommendation: Implement a simple feedback form or survey post-purchase or via email to gather insights directly from customers. This will help you understand pain points, customer preferences, and even areas where you could improve. You could also consider A/B testing different layouts, product descriptions, or CTAs to see what resonates best with your audience.
With some small tweaks to your website’s design, user experience, and optimization, you’re in a strong position to boost your conversion rates and sales. Listening to your customers and incorporating their feedback, improving navigation, simplifying the checkout process, and leveraging SEO strategies will help your store grow and improve long-term customer loyalty. Best of luck with the next phase of your business.
If you find these suggestions helpful for you, please let me know by giving BON Loyalty a ‘LIKE’ or marking it as a ‘SOLUTION’ . 
Best,
Tracy from the BON Loyalty team
Let’s connect—we’d love to help and even discuss minor customizations for your store! 