The home page of your website is like the friendly salesperson who greets a customer as they walk into a physical store. They should be warm, inviting, educational, and guide you throughout the store floor as you make your purchasing decisions. Your home page fills a big part in determining whether or not a website visitor will turn into a customer or exit the page and go back to search results.
Whilst your home page content should always be dynamic and change according to seasons, promotions and changing customer demands, here are our top 10 tips to always keep in mind when designing to guarantee conversions and returning customers.
What’s your elevator pitch? It takes about 0.05 seconds for a website visitor to form an opinion about your brand or your website, so you better make a good impression quickly! 86% of website visitors want to know key information about your products and services on the home page. You need to be able to effectively communicate your who, what, why and how to your customer within a matter of seconds.
Sure you want to tell your customer every last amazing detail about your brand and your products and why they’ll love them, but simplicity is key here. You don’t want to overwhelm them with too much information upon their first visit to our site. Be clever with your copy, how can you communicate your story in a few words?
Be clear about who you are and what you are selling. Make sure your hero imagery and copy clearly highlight your products and branding.
In 2021, consumers are impatient. If something on your site isn’t loading fast enough, the customer will almost definitely abandon the page and go back to their search results. An article from Section found that for sites with a load time of 7 seconds, 33% of people will exit. Google can recognise site speed on both desktop and mobile and will rank your site accordingly. Minimise the size of your images. Use a tool like Tiny PNG to reduce the file size of your images and reduce the number of images within a slider if possible. 3-5 images is the absolute most you should have in a slider. You will also have a much better chance of ranking high organically if your site speed is optimal.
Make your home page easy to navigate. Ensure your menu is prominent with clear headings that encourage the user to visit more pages. Ensure that your search function, FAQ and Contact us pages are easy to find and use. For mobile users, consider how one might hold their phone and how they might use their fingers or thumb to scroll and tap. Shopify themes are now placing navigation at the bottom of the page so it is easy to access using thumbs. Think about how users will be using your site and make your navigation reflect this.
Guide your customer. Having clear, to the point Call To Action buttons and navigation on your home page are excellent visual queues to point them to product pages, and the checkout. You should make it as seamless as possible to reach your checkout.
Have you established what makes your product better or different than your competitors? What is the unique quality that will make the consumer want to know more about your product, and purchase? Get creative, make your brand and product stand out.
Your images have to be beautiful, clear and inviting. Showcase your products with great dynamic images that clearly show the best features they have to offer. Make sure your images are crisp, high quality and accurately represent your brand. Update them regularly too, and make them dynamic according to country, season and sale activity.
Showcase your best selling products on the home page. Let the customer know that people are buying your products and that they love them. Share top reviews and people enjoying your products.
Don’t get carried away with design. Don’t forget that your brand is everything, so don’t let it get lost in trying to pack so many design elements onto the home page. Make it beautiful, but don’t forget that you want the customer to remember your brand identity, not necessarily a cool design feature on your website.
It is important that you review the performance of your home page regularly. Use tools like Google Analytics to determine our entries vs exits and how many visitors convert. There are also great tools like HotJar that allow you to map exactly where visitors click and how they interact with your pages. If you have a very import CTA button that is never being clicked, perhaps you need to move it or make it more appealing. Understanding your analytics and data is key to capitalising on what is working well and remedy any areas that need improvement.
Sometimes the changes are only minor and might not appear vastly different, but optimising your home page for the user can mean a big difference when it comes to converting. We helped our client Batenburgs increase their page value by 1,120%, increase time on page by 12% and reduce bounce rate by 25%.