By Bogdan Rancea
In the ever changing world of ecommerce your homepage is your digital shopfront. A good homepage is crucial for grabbing the attention of your potential customers and guiding them through their buying journey. We want to give you actionable tips to optimise your ecommerce homepage for maximum engagement and conversion.
We’ll look at things like intuitive navigation, beautiful visuals and clear calls to action. By focusing on user experience we can create a homepage that not only attracts visitors but gets them to look deeper into your products.
We’ve studied thousands of ecommerce sites and boiled down the best practices into actionable advice.
Our experience has shown that great homepage design is more than just looks. It’s a balance of user experience, brand storytelling and conversion optimisation. Whether you’re launching a new store or looking to refresh your existing one, the lessons we’ve learned from the best will help you create a homepage that looks good and works.
Here we’ll get into the nitty gritty of what makes an ecommerce homepage truly great. From navigation to product showcases we’ll look at what the best do to engage visitors and guide them through the buying process. Ready to turn your homepage into a weapon that sets your ecommerce business apart from the competition?
1. Show Categories Outside the Menu, Especially on Mobile
Many ecommerce sites have product categories in their mobile menus or header areas. But go further and show select categories on the mobile homepage.
This is what Arke do, they show categories on the main mobile homepage. This way shoppers don’t have to use the hamburger menu to navigate. Since the mobile homepage is limited in space, showing categories and subcategories outside menus reduces shopper frustration and improves user experience.
And swipeable category or product elements on mobile have been proven to improve navigation and conversion.
2. Replace Auto-Sliding Hero Images with a Hybrid Model
Hero image sliders auto rotate through images on the homepage. They can show great product images but their effectiveness varies between mobile and desktop.
Research shows many eCommerce homepages are now avoiding carousels. A/B testing shows auto-sliders only win about 50% of the time. A new trend is the hybrid slider seen on Amazon’s homepage. This design combines an active slider with static tile images that highlight key categories and products.
Brands usually use hybrid designs to combine sliders with static elements that highlight products and promotions. Always test different approaches to see what works best.
3. Feature Individual Products with a Device-Wide Standard
Featuring products on the homepage is a design best practice. When you do this consider the display options for both mobile and desktop.
For mobile homepages testing product widgets like “best sellers” and “new products” can be useful before full implementation. Nike.com is a good example, they feature products well on mobile.
Content consistency between mobile and desktop is key with Google’s mobile first indexing policy. Nike’s desktop homepage also features product level links so parity across devices.
4. Optimize Search and Browsing
Good design prioritises user friendly navigation. A clean layout allows visitors to find what they’re looking for quickly and improves their experience and engagement.
Intuitive design elements help with smooth navigation. The search bar should be top of the homepage menu. This way users can find products, categories, promotions and other site content easily.
A/B testing can help with search functionality. Testing different search bar designs and positions will help you find what works best for conversions.
Mobile is key. A recent test by an eCommerce company found that a larger more visible search bar on mobile outperformed a simple magnifying glass icon. This resulted in more conversions probably because of increased visibility and accessibility.
Consider the following navigation elements:
- Prominent search bar
- Logical menu structure
- Clear category organisation
- Easy to use toolbars
User expectations should drive homepage design decisions. Prioritising navigation allows visitors to browse content quickly and easily. This keeps them engaged and encourages them to explore the site.
Users who use a site’s search function convert at a higher rate than those who don’t. To make the most of this make the search bar prominent. Don’t hide it in the navigation menu.
North Face has a visible search icon that expands for more usability. Monitor your desktop search stats. If search revenue is high then expose the search function on mobile.
5. Optimize Content Above the Fold
The concept of “above the fold” comes from newspaper printing where the most important content was placed on the top half of the folded paper. In web design this means the content visible without scrolling.
For websites the “fold” is determined by the user’s screen size and resolution. This varies across devices so it’s hard to pinpoint an exact fold line. Despite this variability it’s still important to prioritise the key elements at the top of the page.
To make the most of this space:
Place important information upfront
- Include a clear CTA
- Use eye catching visuals or headlines
- Fast loading times for top content
A well designed above the fold can have a big impact on user engagement and conversion rates. For example a business software company might display their product’s key benefits and a “Start Free Trial” button immediately on page load.
To test your above the fold content try A/B testing. This involves creating two versions of your page with different layouts or content arrangements. By comparing user behaviour and conversion rates between the two versions you can see which one performs better.
6. Add Live Chat Function if it Performs
Adding live chat to the homepage can enhance the experience but may tie with control groups in performance. Adding live chat requires careful consideration of the cost of staffing it.
A/B testing live chat can help measure the increase in conversions against the cost of hiring customer service agents. An AI chat that escalates complex queries to live agents can be a hybrid solution.
7. Use a Hamburger Menu on Mobile
The hamburger icon is one of the most recognised icons so it’s a natural choice for mobile navigation. Random icons confuse users and slow down the buying process.
Tests show that unknown icons with labels performed only 30% of the time. Following the leaders, using clear labels in the navigation bar improves user experience and speeds up the buying process.
Our final tip: Test Everything
Every eCommerce site is different so test each best practice before you implement. Testing gives you results specific to your business.
The scientific method is a systematic approach. One conversion optimisation at a time. Be patient during this process and you’ll get accurate and useful results.
If you need help with testing contact the specialist teams. They can implement best practices and find the best way to increase conversions.
Conclusion
A well designed eCommerce homepage is critical to attracting and retaining customers. Clear navigation, relevant product information and a streamlined purchase process are the key elements. Implementing best practices will improve user experience and conversions.
Good homepages meet visitor expectations by giving them easy access to what they want and a smooth transaction. Optimise the layout, content and functionality of your homepage and you’ll get more customer satisfaction and loyalty.
Focus on:
- Creating intuitive navigation
- Make the search bar visible
- Creating product displays
- Optimizing the checkout process
By focusing on these you’ll get a good first impression and get visitors back. Regular testing and refinement of homepage elements will improve performance and drive sales.
Frequently Asked Questions (FAQs)
eCommerce homepage design critical elements are user experience and conversion rate optimisation. Consistent updates and product showcasing will make or break a site.
What should be included in an eCommerce homepage design?
Must haves are clear navigation menus, high quality images and CTA buttons. User testimonials and trust badges will build credibility. Visible search bars will help users find products fast.
How do I improve user experience on an eCommerce homepage?
Improving user experience is achieved through intuitive design, fast load times and mobile responsiveness. Clear concise content is key. Using visual and interactive elements like sliders will engage users better.
How can I optimise an eCommerce homepage for higher conversions?
Optimising for higher conversions is A/B testing different design elements and CTA placements. Using urgency tactics like limited time offers will get users to buy now. Personalising content based on user behaviour will increase conversions.
How do I showcase products on an eCommerce homepage?
Effective ways are high definition images and videos to show product details. Feature bestsellers and new arrivals to get attention. Customer reviews and ratings will build trust and social proof.
Why is the homepage important to an eCommerce site?
The homepage is the first impression visitors get of the site. A good homepage will reduce bounce rates and get visitors to dig deeper into the site. It sets the tone for the brand and tells customers what the site is about.
How often should I update my eCommerce homepage?
Update regularly to keep the homepage fresh and in line with seasonal promotions or new product launches. Check your analytics to see what’s the best update frequency. Update every few weeks or months to keep content relevant.
