A lot of what you do in online marketing is designed to convert visitors to your website into paying customers. This is why conversion rates are hands-down one of the most crucial metrics in your digital marketing efforts.
So what role does a Homepage play for those high conversion rates? A Major One!
A homepage is an essential front for any eCommerce website, as it expounds what your shoppers are going to experience further, what and how much should they expect from your brand and a lot about your brand’s quality.
In this blog, we will talk about some of the crucial elements on your Home Page, and a host of best practices associated with them, to help you master conversions like a pro!
The search bar in your home page is one of the most ‘handy’ functions for shoppers, so you don’t want to miss out on it.
The aim of the transactional menu is to provide an ‘All-At-One-Place’ or ‘Go-To’ Navigation for your product offerings.
Homepage Banner is the most catchy section of your homepage – basically, it’s like a spotlight arena! But some brands get it terribly wrong. Here are some good practices to create effective banners:
Branding: These banners convey your brand story, philosophy, etc.
Bestsellers/Popular: This is the most prominent place to promote your best selling category or products.
New Releases: These are the latest and most exciting items that just landed on your website.
Offers or Promotions: Currently ongoing offers or promotions can be pushed here.
Homepage is the first page that gets users’ attention and makes them stick along for more. Thus, having testimonials here will build trust among them. Even if they are repeat users, it is always good to foster confidence, and that too, at the start of their journey itself. Testimonials should include
Adding this personal information will make the review look even more authentic.
You should showcase your popular categories in the homepage to help users in their exploration process. It can be shown in a tile format, and single or multiple rows can be created. If you have fewer categories, then all categories can also be published in this section.
Similar to popular categories, popular products should also be shown on the homepage. This way you can guide users towards the most popular products which are highly likely to be bought by them. Mostly, the users landing on these pages will be repeat users. Therefore, this section can be personalized for them based on their browsing and transaction history.
A good idea is to have more sections on brand messaging, mostly through videos or images, but some brief written content will also be helpful. A homepage is one of the best sources to build as much positive brand perception as you can. Other pages in the user journey are very specific and will be more focused towards the specific user requirements.
Following are some best practices for the overall content on your website’s homepage:
Did you know that 4 out of 5 visitors only see the first 3 screenfuls of your homepage? That’s how important the front fold elements are! Place your most important and relevant elements and information like value proposition above the fold. Naturally, the biggest element on your homepage along with the elements on top of your homepage get the highest attention, so design accordingly!
All in all, an eCommerce Homepage has a variety of tasks to perform for its users, from helping people to find and buy products, to setting a tone of what they ought to expect from your brand further, and much more! At the same time, in doing so, it should be able to retain and convert more customers.
The elements above offer a list of the various features and best practices that can be included on your Homepage to kickstart conversions! The sequence of all these sections in the homepage can be tested, and moved up and down, in order to see what works best for your audience. We also recommend using A/B testing across the various individual elements to understand what makes your customers stick for more.
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