Your entire eCommerce website is built for one thing: to drive customers to conversion. Your eCommerce homepage plays a crucial role in the customer journey, it has to instantly tell visitors who you are and what you offer—and convince them to stay, shop and buy.
Imagine walking up to a restaurant, you’re more likely to go in and check out the menu if the restaurant looks inviting.
Your homepage is your storefront. It needs to be well designed, easy-to-navigate and it should clearly display what the customer is looking for to encourage the next step - the purchase!
After 15+ years working in eCommerce marketing, I’ve learned a thing or two about how to design a high converting eCommerce homepage!
In this article article I share with you the most important elements you need to optimise your homepage to move visitors through your sales funnel to checkout.
15 eCommerce Homepage Elements to Increase Product Sales
1. Brand Identity
Your page should immediately shout who you are and what you offer, so customers know they’ve come to the right place. Your company logo and colours foster trust: customers who recognise and remember you feel more comfortable on your site.
2. Value Proposition
Why is your product better than others on the market? What unique value do you offer the customer? Like the iPhones “the world's most powerful personal device” your value proposition quickly differentiates you from your competitors and should be featured proudly on your homepage.
3. Display Key Information First and Foremost
There are certain things that consumers want to know straight away, or there are key pieces of information that will influence their decision of whether to buy from you or not (delivery information, returns, discounts).
For example, 67% of shoppers will check your returns policy before making a purchase.
So, this is the kind of information you need on your homepage to encourage more sales. Place it above the fold, if not at the very top of your page.
4. Make Your Search Bar Stand Out
A prominent search bar is handy for customers and seriously boosts business. Make it big, bold and easy to find i.e. in the upper right corner or right across your banner.
Shoppers that use your site search are 3x more likely to see a purchase through.
It makes sense when you think about it. They can find exactly what they’re looking for at lightning speed, directly from your homepage.
NB: don't forget your search bar should be on all your pages (in the same place), not just the homepage!
5. Calls to Action
Customers are on your site to get something—be it information or goods and services, so make it easy for them.
There are plenty of CTA's you can use, but here are a few tips to make a highly clickable CTA:
1. Choose a contrasting design: Your CTA needs to stand out from everything else on the page. Try to use a colour that contrasts with the background and commands attention.
2. Make the action obvious: Visitors should understand what will happen if they click the button. For example, “Buy now” will clearly initiate a purchase. CTA copy like “Next” or “Click here” is too generic and will leave visitors wondering what action will happen.
(Do some A/B testing on the wording and colours of your CTA buttons, to be sure they suit your specific audience.)
6. Easy Navigation
Your goal as an eCommerce website is to help customers to buy from you as fast as possible. For that reason, you want to keep your top menu product focused.
Break your shop menu into logical categories. Don’t include every single product in the top menu – that’s too overwhelming.