Explore the latest trends, techniques, and tools in creating visually appealing and user-friendly interfaces.

Design

Ridge.com stands as a stellar example of what's possible with Shopify's platform when design and functionality are expertly balanced. In this case study, we delve into how Ridge has created an exceptional user experience with strategic content placement, innovative design techniques, and conversion-focused elements that drive results. 

Below, we break down each section with detailed analysis and practical lessons that combine conversational insights with technical expertise. Let's get started!

1. Navbar – Simplified Navigation Improves UX and Conversions

Ridge's navbar demonstrates the power of restraint in UX design. Rather than overwhelming visitors with numerous options, they've implemented a focused approach:

 makes primary categories immediately visible while secondary pages are tucked into dropdown menus.

 position the logo prominently without competing with navigation elements.

 ensure high-contrast icons make the cart and search functions instantly recognizable.

 ensures the navbar adapts seamlessly to different screen sizes.

Keeping the site navigation minimal and focused can significantly boost user engagement and conversion rates. For example, 

top navigation menu on a landing page doubled the conversion rate (sign-ups jumped from 3% to 6%)

 by eliminating distractions. This supports the idea that a clean, intuitive navigation helps users focus on primary actions, improving their experience and likelihood to convert.

2. Hero Section – Above-the-Fold Design Increases Engagement & Conversion

This hero section exemplifies how high-impact imagery and concise messaging work together to establish brand identity and drive action:

 ensures critical information and CTAs appear before any scrolling is required.

 arranges the product image, headline, and call-to-action button to guide the eye naturally.

 maintains images' impact across device sizes through smart cropping and positioning.

 uses font weights and sizes to create clear distinction between primary and secondary messaging.

A well-designed hero section (the content immediately visible on page load) is critical for capturing user attention. 

above-the-fold content gets about 57% of users’ viewing time

, indicating how crucial that area is for engagement. In practice, this means a compelling hero image or message with a clear call-to-action can hook visitors early, reducing bounce rates and encouraging them to explore further – ultimately leading to higher conversion rates.

3. Features Section – Visual Storytelling & Scannable Content Enhance Comprehension

Ridge's features section demonstrates how to effectively communicate product benefits through a combination of visual and textual elements:

 presents benefits in digestible chunks with clear visual separation.

 uses custom icons to create visual interest while reinforcing key messages.

 provides enough detail without overwhelming visitors.

 use uniform padding and margins to create a sense of order and professionalism.

Combining visuals with easy-to-scan text improves how well users understand product features. 

 people retain 65% of information when it’s paired with relevant images

, versus only 10–20% retention for text alone after three days. Moreover, using concise, scannable copy is proven to boost usability – one study showed that 

web content written to be concise and scannable improved measured usability by 124%

. Together, these findings illustrate that clear icons/imagery and bullet-point texts in a features section help users quickly grasp benefits, leading to more informed and confident purchase decisions.

4. Best Sellers – Social Proof Boosts E-commerce Sales

The best sellers section leverages the psychological principle of social proof while showcasing product photography excellence:

 arranges products to maximize visual impact while maintaining page flow.

 uses uniform lighting, angles, and composition to create a cohesive collection.

 places price, reviews, and availability for quick scanning.

 use subtle animations to provide feedback and encourage exploration.

Showcasing “Best Sellers” leverages social proof, a psychological phenomenon where people follow the actions of others. 

The data strongly supports its effectiveness

93% of shoppers read online reviews before buying, and products with just five reviews have a 270% higher purchase probability than those with no reviews.

 By highlighting popular items or customer favorites, an e-commerce site reassures new customers with the choices of others, increasing trust and often boosting conversion rates as shoppers gravitate toward proven, well-reviewed products.

5. Breakout Design Promo – Stunning Visuals Engage Scrolling Users

An unexpected, playful image of doughnuts adds visual excitement to the page:

 makes colors stand out from the rest of the site’s palette.

 highlights a more lighthearted brand personality.

 re-engages visitors with a fresh, eye-catching element.

Inserting a visually distinct “breakout” section (a promotional banner or graphic that stands apart from the normal layout) can recapture user attention as they scroll. 

even skimmers will pause when encountering an engaging visual

; in one example, a simple but striking graphic got people to “stop in their tracks to learn more." This kind of pattern-interrupt in the page design re-engages users who might otherwise speed past content, increasing the likelihood they notice the promo offer and click through – ultimately

 improving on-page engagement and conversions

6. Shop by Categories – Structured Categorization Improves Product Discovery

Categories are grouped in a straightforward grid that helps visitors find what they need:

 attaches a clear product photo to each category.

 lets shoppers self-select based on their interests or needs.

Organizing products into clear categories greatly enhances users’ ability to find what they need. In a 

100% of test shoppers relied primarily on category navigation

 as a fallback. This demonstrates that a well-structured category menu is the preferred path for discovery. By providing intuitive “Shop by Category” options, an e-commerce site like Ridge.com guides customers to relevant products quickly, improving their shopping experience and increasing the chances of conversion (since frustrated users who can’t find items are more likely to leave).

7. Luxurious Wedding Bands Promo – Niche Targeting Boosts Conversion Rates

The high-quality image here presents a more luxurious feel for these sentimental products:

 implies importance and emotional value in the photography.

 focuses on a niche audience seeking premium or commemorative items.

 makes the section stand out from other product promos on the page.

Tailoring promotions to a specific niche audience (e.g. a section for “Luxurious Wedding Bands”) can drive higher engagement and conversions among that segment. 

Marketing research shows that segmentation pays off

80% of companies that used targeted marketing segmentation reported increased sales

​. By speaking directly to a well-defined group – in this case, customers shopping for premium wedding bands – Ridge.com likely increases relevance and appeal for those users. This relevance leads to higher click-through and conversion rates, as niche customers respond better to content curated for their interests and needs.

8. Shop by Collection – Curated Displays Aid Buyer Decision-Making

The big text and a custom grid layout shows off various styles or colorways:

 using a 4-column grid followed by a 2-column grid to add visual variety.

 using large headings to call attention to each collection.

 letting visitors see the full range of design options in one place.

Offering “Shop by Collection” groupings helps shoppers navigate choices without feeling overwhelmed. Psychological studies on consumer choice reveal that too much variety can hurt sales – 

a large assortment (24 options) attracted more lookers

whereas a limited selection (6 jams) led to a 30% purchase rate​

. The lesson is that curated collections make decision-making easier by presenting variety with guidance. By browsing collections, customers can explore a diverse range of products in manageable chunks, increasing their likelihood of finding something they like and making a purchase (versus being paralyzed by an unstructured flood of options).

9. Bold Suitcases Promo – Discounts and Urgency Drive Buyer Action

This section features high-resolution photos of Ridge suitcases in bold colors, helping to highlight the major product line:

 mentions a 44% discount that appeals to deal seekers.

 list features to answer common shopper questions.

 reduce uncertainty about size, materials, or functionality.

Featuring a time-sensitive discount (like a bold promotion on suitcases) taps into urgency and FOMO (fear of missing out), which are powerful conversion drivers. 

64% of shoppers say discounts speed up their decision to buy a product​.

 A limited-time sale or a strong discount message on Ridge.com’s suitcase promo likely creates a sense of urgency, nudging indecisive visitors to act now rather than later. This leads to faster conversions and can lift sales during the promotion period, as customers don’t want to miss the deal.

10. Ridge Carry-Ons – Trust Signals Increase Purchase Confidence

This section is dedicated for carry-ons; emphasizes risk-free purchasing under the heading text:

 includes free shipping and a lifetime guarantee that ease buyer concerns.

 uses a 99-day free trial to signal confidence in the product’s quality.

 makes shoppers feel secure about investing in higher-priced items.

Prominent trust signals such as free trial periods and money-back guarantees reduce the risk perceived by customers, which in turn boosts conversions. 

 for a digital product​. Similarly, offering a free trial can dramatically increase sign-ups – 

 than a purchase option with only a guarantee​. These findings show that when an online store assures customers they can “try before they commit” or easily get a refund if unsatisfied, it builds trust and lowers the barrier to purchase. Ridge.com’s free trial or guarantee on carry-on luggage likely reassures buyers, leading to higher conversion rates and customer satisfaction.

11. Influencer Partnership – Influencer Marketing Boosts Brand Trust and Reach

A collaboration with a well-known tech influencer lends credibility:

 introduces fans of MKBHD to the brand through a trusted voice.

 keeps the product central while the influencer serves as an endorsement.

Leveraging influencer content is proven to expand brand reach and build trust with consumers. 

 are more likely to buy a product recommended by a social media influencer they trust. This effectiveness is why brands invest in influencer partnerships – not only do influencers introduce the brand to new, relevant audiences, but the audience also views the recommendation as more authentic and credible than traditional ads. In practice, an influencer collaboration (like Ridge.com featuring an influencer with their products) can increase brand awareness and trust simultaneously, resulting in more traffic and conversions driven by the influencer’s endorsement.

12. New Phone Cases Promo –  Product Badges Draw Attention

Each phone case card has a badge labeled BRAND NEW to spark curiosity:

 stays consistent with other product sections.

 makes the site feel current and engaging.

Highlighting a product as “New” has a strong psychological impact by invoking curiosity and the appeal of novelty. 

 demonstrate how powerful this can be: adding a “New” badge on product listings led to a 

for an online retailer. Shoppers are naturally attracted to new offerings; the label signals that the item is the latest or trending. Thus, Ridge.com’s “New Phone Cases” breakout promo likely grabs user attention more effectively, leading to higher click-through and purchase rates for those items due to the novelty effect.

13. Additional Features Section – Consistent Design Reinforces Brand Trust and Conversions

This remaining features recap reinforces the brand’s core benefits:

 repeats icons or short blurbs to maintain consistency.

 means the design is simple and accessible.

 makes visitors remember the product’s unique qualities.

Maintaining a consistent design and brand message across the site reinforces user trust, which in turn positively impacts conversions. 

 that companies with strong, consistent branding have seen 

 compared to those without cohesive branding​. The consistency in fonts, colors, imagery, and tone of messaging signals professionalism and reliability – users feel more confident that they are dealing with a credible, stable brand. By extending Ridge’s clean, unified design into the additional features section, the site not only looks polished but also instills trust, making visitors more comfortable completing purchases.

14. Footer – A Well-Structured Footer Supports SEO and Usability

How This Shopify Store Sold $50M

Your website is a key tool for growing your business online. A well-designed site not only looks great but also helps you attract customers, generate leads, and drive sales. Follow these clear, straightforward steps to create a website that works for you.

Start by deciding what you want your website to do. Your goals will shape every decision along the way. For example, you might want your website to:

 Focus on clear product pages and a secure checkout process.

 Design prominent calls-to-action and easy-to-use contact forms.

 Include a blog, resource center, or guides that establish your expertise.

When you know your goals, every design and content choice becomes easier and more effective.

Design your website with your visitors in mind. A site that speaks directly to your target audience makes a strong impression. Consider:

 Think about the age, interests, and needs of your potential customers.

 Make sure your site provides clear information and solves common problems they face.

 Choose a look and feel that resonates with them, whether modern, professional, or creative.

By keeping your audience in focus, you create a website that connects with visitors right away.

Before you start, define your budget and set a realistic timeline. This planning step helps you:

 Your team and any design partners will know the scope of work.

 Knowing your financial and time limits early on keeps the project on track.

 With a clear budget, you can focus on the most important elements that drive results.

A well-planned budget and timeline lead to smoother project management and a better final product.

4. Define Your Branding and Design Preferences

Your website should reflect your brand’s personality. If you already have a logo, color scheme, and fonts, these elements set the foundation for a consistent look. If you don’t, consider developing a simple style guide that represents your business. You can also:

 Save examples of websites or design elements that you admire.

 Consistent, clean design builds trust and makes navigation easier for visitors.

A strong brand identity creates a memorable online presence and helps build customer loyalty.

Decide on the key pages and functions that will best serve your visitors. Consider including:

 An online store, booking system, or contact form.

 A blog, customer testimonials, or social media integration.

Selecting the right features ensures your website meets your business needs and offers a seamless experience for visitors.

A beautiful website won’t help if people can’t find it. Invest in search engine optimization (SEO) and quality content to boost your online visibility. This involves:

 Use clear titles, meta descriptions, and alt text for images.

 Write helpful, informative articles or product descriptions that resonate with your audience.

 Regular updates and fresh content can keep your site relevant and improve search rankings.

Quality content and SEO work together to attract more visitors and convert them into customers.

A website is a living tool that needs regular care. After launching, plan for:

 Keep your site protected against threats.

 Ensure your pages load quickly and run smoothly.

 Regularly update information to keep your site current and engaging.

Ongoing maintenance ensures your website continues to perform well and support your business as it grows.

Your website is the central hub of your digital efforts, but it works best when integrated with other marketing channels. Consider:

 Use platforms like Facebook, Instagram, or LinkedIn to drive traffic.

 Build relationships with customers through regular newsletters.

 Invest in search engine or social media ads to increase visibility.

 Use tools to monitor visitor behavior and refine your strategy over time.

A coordinated digital presence enhances your website’s impact and helps turn visitors into loyal customers.

Building a great website is about careful planning and attention to detail. By setting clear goals, understanding your audience, and focusing on the right features and content, you can create a site that truly supports your business.

, we know that the web design process can feel overwhelming. That’s why we make it easy. Our team guides you through every step—from planning and design to launch and ongoing maintenance. We simplify the process so you can focus on what matters most: growing your business.

How to Create a Website for Your Business

Looking for a website design company that can build your mobile friendly website? Ventura Web Design & Marketing specializes in mobile web design for WordPress and eCommerce.

Do you need a responsive website built for your business?

 Trust the experts at Ventura Web Design. 

Not sure what to look for in your next build?

Should My Online Store Use Responsive, Adaptive, or Mobile-First Web Design?

The way people browse the web today is rapidly changing, more and more people are using their phones exclusively as their computers, foregoing the traditional laptop or desktop computer. For these people and many other who browse the web on their mobile device, a traditional web site designed for the desktop will no longer make the cut. In fact, Google recently made an algorithm change in their mobile search results penalizing website that aren’t designed for mobile devices and promoting mobile ready sites. The trend from desktop to mobile computing shows no signs of slowing down, if anything, the trend of moving towards mobile is speeding up.

You can check the mobile readiness of your site by visiting 

. If your site fails the test you may be losing valuable visitors and potential clients from your site. 

 interpret the results of a test like this and determine what can be done to improve your scores.

Now is the time to update your site, make it mobile friendly, and win back those lost visitors. What is a phone ready website design called? There are two different types of mobile friendly (phone ready) design: 

With responsive design the web site is designed to expand and shrink depending on the size of the screen the user has the design itself is fluid. Adaptive design also called progressive enhancement is more like having two completely separate web sites, one that is designed for mobile screens and on for laptops or desktops. There is a debate among designers and developers over which method is better for building your site, and both methods have their positives and negatives. See below for the advantages an disadvantages along with 

With responsive design the layout of your page grows or shrinks based on the resolution of the screen the user has. Images will grow and shrink to fit the space and text and other elements will flow to fit as the space either grows or shrinks.

Responsive design is a powerful tool in the modern web designer‘s arsenal as it allows an optimized viewing experience for users no matter what device they are using to access your content. Responsive design works by using a combination of HTML, CSS, and JavaScript to determine the size of a user‘s screen and display the page accordingly. This means that images, text, and other elements will automatically resize based on the user‘s device, allowing your page to look great no matter what device it is being viewed on.

Furthermore, responsive design can be used to create custom layouts for different types of devices. For example, if you have an e–commerce website you can create a layout optimized for tablets and desktops that displays more content than the layout optimized for mobile devices. This way your users will have the best possible experience regardless of what device they are using. Additionally, responsive design can help improve SEO since search engines like Google take into account how mobile–friendly a website is when ranking sites in their search engine results pages (SERPs). By having a responsive website you can ensure that your site will be highly visible in both desktop and mobile SERPs.

Faster development times: You only need to develop one site that will fit multiple devices, this cuts down on development time.

Less maintenance: By their nature responsive sites are less complex than adaptive. If you need to make a change to the site, you only need to make one change. In adaptive you might need to make changes in more than one spot to make sure they design changes carries over to mobile.

Future proof: Okay, nothing is really future proof, but by their nature, the flexibility of responsive sites will fit more screen resolutions. Most adaptive sites are designed to fit a desktop device and a mobile device, many leave out tablets serving a tablet either a mobile version of the site or a desktop version. With responsive web design the site will look good in a tablet such as an iPad.

Responsive redesigns are more expensive than Adaptive because they require additional work. But once complete, Responsive requires less maintenance than an Adaptive site, producing a long term overall savings in web development fees.

When you choose to make your site Responsive, you will need to redesign your entire site and not just add a mobile template. This is usually a benefit, as your mobile and desktop sites will both match and look great, creating a consistent user experience.

Adaptive website design is like having two completely different web sites, one designed to fit on your phone the other designed to fit on your desktop. Using JavaScript and other elements different version of you site are served to the user depending on what type of device they are on.

Generally, it a great way to ensure your website looks good and works properly regardless of what device your viewer is using. Using JavaScript or other elements, the website will detect the size of the screen and deliver a tailored version of it that fits perfectly on that viewing platform. This way, you can ensure that users have a consistent experience across multiple devices, whether it be a small mobile phone or a large desktop monitor. Not only does this make for an enhanced user experience, but it also helps to improve SEO rankings because search engines can more easily index your website‘s content when it is optimized for various devices.

Adaptive design also helps to reduce development time since you don‘t need to create separate websites for different devices, just one that adapts itself automatically to fit any screen size. In addition, by using responsive images and adaptive media queries, you can ensure that all visual elements are correctly rendered on any device regardless of its size.

Since you are basically building a separate site from your desktop site images, logos, and other bandwidth and resource intensive processes can be left out of the mobile version of your site or better optimized for mobile, leaving you with a faster and leaner site. You only need to use the assets you think are most important to your user.

No need to redesign your current desktop site. If you are happy with your current desktop site, you can leave it as is and 

You can provide a link to the desktop version of the site to let the user choose what version of the site they will see.

The design can be specifically tailored to mobile devices. With responsive design, one design needs to work with all devices, with adaptive design you can design specifically for mobile phones.

Longer development times: You have to develop for both the desktop and mobile. In some cases, depending on the platform, they may have completely separate templates for the desktop and mobile, so in essence you are developing two different sites.

More maintenance: If you want to update the desktop site you may also need to make changes to mobile site as well. Adaptive sites are generally more complex than responsive sites.

Many adaptive designs are desktop or mobile only, leaving out the users on tablets, who usually will either see the mobile site or the desktop version.

Mobile first web design is a concept that website designers will think about and design for users on iPhones and other smart phones as their primary user base. This approach is unique because the first devices used to access the Internet were desktop and laptop computers. As smart phone usage became ubiquitous, starting as far back as the year 2014, 

 of this trend and began rethinking how they designed websites.

Mobile–first design is a unique concept that takes into account the increasing prevalence of smart phones for accessing the Internet. This approach looks at designing a website with mobile users in mind first and foremost, ensuring an enjoyable experience for them on any device. This includes creating an easy–to–navigate layout with larger buttons and links, making sure the content is readable on a small screen, and optimizing loading times. In some cases, web designers may even opt to focus exclusively on mobile users instead of creating one website for all devices.

Beyond providing better user experiences, mobile–first design can also help improve search engine rankings by optimizing content for both desktop and mobile devices. As such, it has become increasingly popular among website designers looking to reach more people and increase their online visibility. With this approach, websites are designed specifically for mobile users, making them more accessible and providing a better overall experience for them.

The design looks cleaner and is much easier to read.

Sites are put together in a more linear, top to bottom format. This makes it easier for your web design and marketing team to tell the story in a logical and comprehendible way.

Websites built for mobile first can be designed with fewer images and other rich media that sometimes slow down the website experience.

Your website team may ignore the desktop design altogether, or not put as much effort into it as they should when building out this side of your website.

The linear layout of the site makes it more difficult for those users who prefer to skim a website, rather than read it thoroughly.

Should I use mobile first design on my new website?

Mobile first means that the mobile experience of your website takes priority when strategizing. We design the mobile version of your website first, instead of starting with the desktop version. This assumption is based on the fact that more and more users are accessing websites from their mobile or smart device, rather than a laptop or desktop computer. It‘s important to consider who your audience is and how they may be discovering you in order to tailor the best experience for them. That‘s why this mobile–first approach is essential. Not only does it ensure your website is optimized for mobile users, but it also provides an opportunity to exceed their expectations.

By taking the time to create a great mobile experience, you can ensure your website stands out and provides a great user experience no matter how they‘re accessing it. In this model, we assume that the majority of your users will visit your website from a mobile or smart device, instead of a laptop or desktop computer. With the pervasiveness of smart phones, it’s more important than ever to evaluate who your audience is and how they’ll most likely be finding you.

How This Shopify Store Sold $50M

How to Create a Website for Your Business

Mobile Web Design: Responsive vs Adaptive

How to Enhance User Experience with Custom 404 Pages

10 Components Slowing Down Your Website

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