How to set up Shopify pages (collections, product & basic pages)

Store owners often overlook Shopify pages when working with Shopify conversion rate optimization. Optimizing these pages can go a long way in helping you achieve your goals. Do you want to boost sales on your online store? Improving your product pages can help you reach this target. Do you want to grow your email list? Creating and optimizing informational Shopify pages, like blog posts, can also help you accomplish this goal. This article will discuss the ins and outs of Shopify pages and show you how to create and optimize them for better conversion rates.

One tool that can help you get there is Instant's Shopify landing page builder. It makes creating and optimizing Shopify pages easy, boosts conversion rates, and enables you to achieve your business goals faster.

Table of Contents

• What are pages in Shopify?

• What is the difference between templates and pages in Shopify?

• What is the difference between collections and pages in Shopify?

• 11 Types of Shopify pages

• How to create new pages in Shopify

• How to customize Shopify pages

• 5 Best practices to add pages to Shopify store effectively

• Optimize your Shopify store for conversions without breaking the bank with Instant's Shopify landing page builder

What are pages in Shopify?

Shopify pages are the building blocks of your online store. They’re the web pages that make up your site, helping you present all the essential information and functionalities to your customers. Each Shopify page is designed to help you create a complete and professional storefront that meets modern standards.

What’s great about Shopify pages is that they come with built-in flexibility. You can customize them using the Shopify theme editor, though customization limits your ability. Essentially, Shopify pages adapt to whatever theme you have applied, ensuring consistency in design and functionality.

Advantages of Shopify’s free themes and responsive design

One of the best parts about Shopify is that many of its themes are free, which means you can easily experiment with how your pages look and feel without spending a dime. And don’t worry about your site’s performance on different devices. Shopify pages are fully responsive, so they’ll look great on any screen size, from smartphones to desktops.

Shopify pages are designed to give you everything you need to build, design, and launch your online store quickly and effectively. They make it easy to get your store up and running with a professional appearance and smooth functionality, allowing you to focus on what matters most: running your business.

What is the difference between templates and pages in Shopify?

Templates: The building blocks of your Shopify store

Templates in Shopify are predefined layouts that dictate how specific types of content are displayed on your site. Each template is part of a theme designed to maintain a consistent look and feel across similar pages. For example, there are product, collection, and blog post templates.

Key features:

• Structure: Templates are collections of sections defining the layout and design for a particular page type. For instance, a product template will include sections for product images, descriptions, pricing, and add-to-cart buttons. 

• Consistency: When you edit a template, the changes apply to all pages that use that template. This ensures a uniform appearance across similar content types.

• Customization: While templates provide a base design, they can be customized to fit your brand's needs. You can add or remove sections, change layouts, and adjust settings within the template.

Pages: The unique content of your Shopify store

Pages in Shopify are the actual content that users interact with. Every store has a default set of pages that help establish its structure and improve SEO. For example, a Shopify store will typically have an:

• About Us page

• Contact page

• FAQ page

• Policies page

These pages can be customized to meet your needs, and you can create additional pages to organize your store’s content effectively. Writing engaging copy for these pages and optimizing them for search is crucial for improving your store’s conversion rate and organic rankings.

What is the difference between collections and pages in Shopify?

Collections: Your Shopify store’s product categories

Collections in Shopify are used to group related products together. This helps customers easily navigate your store and find what they want. For example, you might have collections for:

• Men's Clothing

• Women's Clothing

• Seasonal Sales 

Types of collections

Automated collections

These collections automatically include products based on specific conditions, such as product tags or types. For example, you can set a collection to include all products tagged as sale.

Manual collections

These require you to add products individually. This is useful for special promotions or seasonal items where you want precise control over what’s included.

Collections enhance the shopping experience by organizing products into categories, making it easier for customers to browse and find items. They appear as separate pages on your site, often featuring a grid of products that customers can click on to view more details. 

Pages: Informing your customers

Pages in Shopify are standalone content areas that provide information about your business. Common examples include:

• About Us

• Contact

• FAQ

• Return Policy

Unlike collections, pages do not contain products. They offer essential information that helps build trust and provide context for your brand. These pages can be linked in your store’s navigation to guide customers to important information. 

Key differences between collections and pages 

Content-type

Collections are specifically for grouping products, while pages are for informational content. 

Functionality

Collections help improve product visibility and organization, enhancing the shopping experience. Pages inform customers about your brand, policies, and other non-product-related content. 

SEO impact

Both collections and pages can contribute to your store's SEO, but they do so in different ways. Collections can help optimize product searchability, while pages can provide valuable content that improves overall site authority. 

Customizing Shopify pages effortlessly with Instant’s no-code landing page builder

Instant is a user-friendly Shopify landing page builder that allows eCommerce teams and agencies to create fully customizable and advanced pages without any coding knowledge. With its intuitive drag-and-drop interface, users can quickly design and publish:

• High-converting landing pages

• Product detail pages

• Sections

Instant also offers seamless integration with Figma and other eCommerce tools, making it a versatile choice for enhancing online store performance and increasing conversions.

Try Instant's Shopify landing page builder today!

11 Types of Shopify pages

1. The Shopify homepage: Your store's main showcase

The Shopify homepage is your store's main showcase and often the first impression visitors will have. It’s the centerpiece of your site, offering the most customization options through the theme editor. You can:

• Highlight key products

• Promotions

• Brand Messaging

This page's flexibility allows you to design an engaging and visually appealing introduction to your store. Since it’s crucial for retaining visitors, investing time to perfect this page is essential for driving sales and enhancing customer engagement.

2. Shopify collection pages: Organize products into categories

Collection pages help you organize your products into categories, making it easier for customers to browse and find what they want. Once you create collections through the Shopify admin panel, these pages are automatically populated with products. 

You can customize how these products are displayed in a grid or collage format and adjust the layout to match your brand’s aesthetic. Effectively using collection pages improves navigation and helps manage inventory presentation efficiently.

3. Shopify product pages: Showcase each item in detail

Product pages showcase each item in your store in detail. This page has evolved from listing product details to offering a comprehensive view of each item, including:

• High-quality images

• Descriptions

• Pricing

• Variants

It’s the last stop before a purchase decision, so making these pages informative and visually appealing is vital. Customization options vary by theme, but focusing on a clean layout and detailed product information can significantly influence purchase decisions.

4. Shopify about us pages: Connect with customers

The About Us page lets you share your brand’s story, values, and mission with your customers. This page is crucial for building a connection and fostering trust. 

It’s not just a formality; it plays a significant role in engaging customers and reinforcing brand loyalty. A compelling About Us page helps visitors understand who you are, why you do what you do, and what sets your brand apart.

5. Shopify blog pages: Content marketing for your store 

Blog pages on Shopify are perfect for content marketing. Regular, valuable blog posts can drive organic traffic to your store and help establish your brand’s authority in your industry.

Shopify’s blog functionality allows you to organize posts chronologically and optimize them for SEO. Effective blogging can engage your audience, address their pain points, and keep them returning to your site for more content.

6. Shopify contact us pages: Provide customer support

The Contact Us page is essential for providing customer support and building trust. It should include various ways for customers to contact you, such as:

• Email

• Phone

• Contact form

Beyond basic contact information, you can use this page to address common questions with an FAQ section or offer additional resources. A well-designed Contact Us page ensures that customers can easily reach you when they need help or have inquiries.

7. Shopify password pages: manage expectations before launch 

When you create a Shopify store, it’s password-protected to keep it hidden from the public while you’re still setting it up. The password page is a temporary barrier to customization, including a sign-up form or a teaser about what’s coming soon. 

This page helps manage expectations and creates anticipation for your store's launch. You can easily enable or disable password protection through your Shopify admin settings.

8. Shopify cart page: review items before checkout

The Cart page allows customers to review their selected items before checkout. It’s a transitional page where users can make final adjustments to their order, such as modifying quantities or removing items. Ensuring this page is clear and user-friendly can help prevent cart abandonment and improve the shopping experience.

9. Shopify checkout page: Complete transactions securely 

The Checkout page is the final step in the purchasing process, where customers complete their transactions. Shopify restricts customization on this page to ensure a secure and streamlined checkout experience.  

While you can’t alter its design, ensuring a smooth and functional checkout is crucial to avoid losing sales. Shopify Plus users have some customization options, but focusing on the essentials, security, simplicity, and efficiency, is critical for most merchants.

10. Privacy policy & terms of service: Build trust and comply with regulations 

You should include a Privacy Policy and Terms of Service page to build trust and comply with the GDPR. Let's create one on your Shopify store if that's not you. You have two options: 

• Use the template from Shopify (don't forget to check if everything is filled in correctly)
  
  

• Create a custom one yourself.

11. FAQ page: Address common customer concerns 

There is a fact that when a customer lands in your FAQ section, they’re probably at a critical stage in your sales funnel. They are seeking more information before deciding to make a purchase. Addressing customer concerns can convert potential customers. Adding an FAQ page that comprehensively answers the most common questions is essential.  

How to create new pages in Shopify

1. How to add a page in the Shopify store (the most basic pages) 

Let’s begin with the fundamental pages before getting into the more specialized ones, like product and collection. Here is a step-by-step guide that helps you add the most essential pages, whether the:

• Homepage

• About Us page

• Contact Us page

• AQ page

Log in to the Shopify admin

You can access your Shopify account using your login credentials. Once successfully logged in, you will be directed to the Shopify store dashboard to manage your store's details. 

Add a new page to your store

Go to the Online Store tab in the left sidebar. Then, click Pages from the dropdown menu. This will take you to the Pages section, which enables you to view the existing pages and create new ones. Click the Add page button in the upper right corner to proceed to the page creation screen. 

Add details

It’s time to set up your new page. Fill in the provided fields, including Title and Content, to show your intentions for the page. Shopify also offers suggestions for the title box like:

• Contact us

• FAQs

• About us, etc.

Use the text editor to create the desired content for your page with images, videos, and other elements you want. Make your store shine by selecting a template from your current Shopify theme. 

Optionally, you can enhance your page's visibility in search engine results by clicking Edit website SEO. You can edit the following:

• Page title

• Description

• URL 

For better SEO optimization. 

Set the visibility date and publish

Once you’ve entered all the necessary details, head to the right sidebar to set whether your page is hidden or Visible. By default, your page will go live as soon as I save it. However, you can adjust the publishing plan by selecting the Hidden option and setting the post date. 

Pro tip: If you desire more flexibility in creating a tailored page, try a page builder like Instant. It offers access to high-converting pre-made templates and an effortless drag-and-drop editor. 

How to add a product page on Shopify  

A product page is a virtual storefront where customers learn about your product and make informed purchase decisions. On Shopify, each product automatically has a dedicated page. That's why adding a product page to your Shopify store differs slightly from creating fundamental pages, as guided before. 

Here’s a step-by-step guide on how to create a product page on Shopify. 

1. Go to “Products" in the main dashboard

From the Shopify admin dashboard, navigate to the Products tab on the left sidebar. This is where you can keep track of product inventory. 

2. Click the “Add product” button  

In the upper right corner, hit the Add Product button to create a new product page. You will then be immediately navigated to the product detail page. 

3. Set up your product page  

It’s time to create a product page that will leave your audiences in awe. Fill in the required details for your product and make it stand out with a clear and catchy title. Don't forget to add compelling descriptions, eye-catching photos, and other media to engage customers. 

The more details you offer on the product, the more confident and informed customers will feel about their potential purchase. This helps facilitate the buying process and reduces the likelihood of abandoning a cart due to a lack of information. 

Here are some key things you should consider adding  

• Pricing: Set the price of your products, including details like compare-at price and cost per item. 
   

• Inventory: Specify the stock quantity for each product to track your products’ inventory and display the amount available.  
  
  

• Shipping: Set up shipping options and offer relevant information regarding shipping costs, delivery times, weight, dimensions, etc.  
  
  

• Variants: Add options like size and color.  
  
  

• SKU: Display the SKU, barcode, etc., on each product for inventory control and tracking. 

4. Click the “Save" button 

Once you are satisfied with the product page, click Save. Your product page is now published in your Shopify store. 

How to add a collection page on Shopify  

Shopify's intuitive interface makes adding a collection page to your online store easy. Of course, you need to create a product collection first for a collection to be displayed on specific pages. 

1. Create a collection  

Go to Products > Collections > Create a collection from your Shopify admin dashboard to add a new collection. 

2. Set up your collection page  

Add a title and description for the collection. You can add collections in Shopify manually or automatically. 

You simply handpick the products you want to include with the manual collection option. Adding or removing products individually will take more time and effort. 

How to add collection manually  

Back to the product page, you can choose collection for each product. 

The automated option offers more versatility. The collection automatically inputs products that meet the specified criteria using set conditions based on product types, styles, prices, and more. 

3. Click the “Save" button  

Once you’ve completed all the settings and added products, click Save to create the collection.

How to customize Shopify pages

Shopify themes are the foundation of your store’s look and feel. Think of them as pre-designed templates that you can tweak to fit your brand’s personality. A wide range of free and paid themes are available, so you can find something that suits your style and budget. 

To get started:

• Head to the Shopify theme store. 
  
  

• You can browse various themes, sort them by price, or filter by industry to find one that fits your needs. 
  
  

• Once you find a theme you like, you can demo it to see how it looks before making it your own.

To install a new theme:

• Click on the one you want
  
  

• Choose “Start” with this theme and follow the prompts. 
  
  

• Once added, you can access it through your Shopify admin panel (Online Store > Themes). 
  
  

• Switch themes or customize the one you’re using. 

Experimenting with free themes can give you a good sense of what’s possible, but paid themes often offer more robust options and features tailored to specific industries.

Supercharging your customization with Shopify apps

Shopify apps are your best friend if you want to go beyond basic theme customization. The Shopify App Store is a treasure trove of tools and apps like Instant, designed to help you add functionality and refine your store’s design without diving into code. Apps can help you:

• Create custom landing pages

• Enhance product displays

• Add advanced features like pop-ups and custom forms

For example, a landing page app like Instant can be a game-changer if you run special promotions or targeted marketing campaigns. These apps allow you to build landing pages tailored to specific goals, boosting your store’s performance and engaging different customer segments more effectively.

Making the most of customization

While the theme editor provides some flexibility, the real magic happens when you combine themes with apps. The theme editor lets you tweak the basics:

• Layout

• Colors

• Fonts

While apps let you dive deeper into customization, whether adding a custom slider, integrating with email marketing tools, or enhancing product pages, the right apps can turn your store into a unique shopping experience.

While Shopify’s built-in options might seem limited, combining themes and apps opens up possibilities. Don’t be afraid to experiment and explore the vast array of tools available. With the right approach, you can create a store that looks great and performs exceptionally well.

5 Best practices to add pages to Shopify store effectively

1. Clear organization: The foundation of your Shopify store’s page assignments

Organize your content with a clear and logical structure when adding pages to your Shopify store. Group related pages under appropriate menus or collections. This will help visitors navigate your store effortlessly, improving their overall experience. 

2. Descriptive titles: Shopify pages need names that tell you what’s inside

When assigning pages, use descriptive and keyword-rich titles. This helps visitors understand the page’s content and enhances your store’s SEO. Keywords in page titles can improve search engine rankings and increase organic traffic.

3. Regular review: Shopify pages are not set in stone

Continuously review and update your page settings. Ensure they align with your store’s goals and meet user expectations. As your business evolves, so should your page assignments to reflect any changes in:

• Product offerings

• Promotions

• Messaging

4. Responsive design: Shopify pages need to be mobile-friendly

Test and optimize your assigned pages for different devices and screen sizes. Your store must be responsive, providing a seamless browsing experience whether visitors are on desktop computers, tablets, or smartphones. Responsive design is crucial for retaining and converting mobile users.

5. Performance monitoring: Track your Shopify pages’ analytics

Utilize performance metrics and analytics tools to measure the effectiveness of your assigned pages. Track important KPIs like:

• Bounce rate

• Conversion rate

• User Engagement

Analyzing this data will help you identify areas for improvement and make informed decisions about page assignments.

Optimize your Shopify store for conversions without breaking the bank with Instant's Shopify landing page builder

Instant is a user-friendly Shopify landing page builder that allows eCommerce teams and agencies to create fully customizable and advanced pages without any coding knowledge. With its intuitive drag-and-drop interface, users can quickly design and publish:

• High-converting landing pages

• Product detail pages

• Sections, all while maintaining complete control over their store's design

Instant also offers seamless integration with Figma and other eCommerce tools, making it a versatile choice for enhancing online store performance and increasing conversions.

Try Instant's Shopify landing page builder today!