CRO Manifesto
Add a "Shop All" CTA for Easy Browsing
context
Some users may not know exactly what they want or might struggle to choose from the categories provided. If they don't see a clear all-in-one shopping option, they may leave instead of exploring further.
Why?
A "Shop All" CTA ensures indecisive users can browse your full catalog without friction. It provides a fallback option that keeps them engaged, encourages discovery, and increases the chances of a purchase.
Content
- Your homepage or collection pages have bounce rates above 60% with users spending less than 30 seconds browsing
- Analytics show users frequently land on category pages but don't click through to products or navigate to other categories
- You have 50+ products across multiple categories but no clear path for users to browse your complete inventory
- Your store runs on Shopify, Shopify Plus, or other major eCommerce platforms with customizable navigation menus
- You're seeing traffic but struggling with product discovery, especially from new visitors who aren't familiar with your brand
Add a prominent "Shop All" button to your main navigation and key landing pages within 1-2 hours of development time.
- Shopify Navigation Setup: Go to Online Store > Navigation > Main Menu. Add new menu item linking to
/collections/allwith anchor text "Shop All" or "Browse All" - Button Styling: Make the CTA visually distinct with 16px+ font size, contrasting color from your brand palette, and minimum 44px height for mobile tap targets
- Strategic Placement: Position in primary navigation (rightmost position works well), homepage hero section, and collection page headers. Ensure it's visible above the fold on mobile
- Collection Page Setup: In Shopify, go to Products > Collections > All products. Customize the "All products" collection page with clear filtering options and grid layout showing 20-24 products per page
- Mobile Optimization: Test that the button remains easily tappable on mobile devices and doesn't get hidden in collapsed menu states
/* Example CSS for Shop All button */
.shop-all-cta {
background: #000;
color: #fff;
padding: 12px 24px;
border-radius: 4px;
font-weight: 600;
min-height: 44px;
}
- Click-through rate on Shop All CTA: Target 8-15% of users who see the button clicking through within 2-3 weeks
- Product discovery increase: Expect 20-35% more unique products viewed per session for users who engage with Shop All
- Overall conversion rate improvement: Look for 5-12% lift in conversion rates from users who browse the complete catalog
- Session duration: Monitor for 25-40% increase in average time on site using Google Analytics or your platform's built-in analytics
- AVOID: Burying the Shop All link in footer navigation or secondary menus where users won't notice it
- BEST PRACTICE: Place Shop All prominently in your main navigation and repeat it on category pages as a secondary option
- AVOID: Using vague labels like "Products" or "Catalog" instead of clear "Shop All" language
- BEST PRACTICE: A/B test "Shop All" vs "Browse All" vs "View All Products" to find what resonates with your audience
- AVOID: Linking to an overwhelming, unfiltered product page without sorting options
- BEST PRACTICE: Ensure your "all products" page has working filters, search functionality, and logical default sorting
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