Would you like to increase sales from your e-commerce store? Several techniques can make the difference when it comes to influencing customers to buy. This article presents the features that every-commerce homepage should have to help boost conversions.
THE IMPORTANCE OF AN EFFECTIVE HOMEPAGE
While every page of your e-commerce store helps convert visitors into customers, the homepage plays a unique and vital role because it’s the first thing potential buyers see when they come to your website. A good homepage design has two functions: (1) to attract the user’s attention, and (2) to significantly increase traffic throughout the website. Achieving these is the key to maximizing conversions.
10 ELEMENTS THAT WILL OPTIMIZE YOUR HOMEPAGE
- Brand Logo
Your brand logo should be attractive and recognizable, and it should be instantly visible on the site, ensuring users that they have come to the right place. Be sure to develop guidelines to ensure that your logo is used consistently and correctly everywhere it appears.
- Navigation Bar
Customers like to see the complete range of your product categories. This lets them know upfront that you probably have the type of item they want. Links to the relevant category and/or subcategory pages get users quickly to the right page to learn more or purchase immediately. Keep the navigation menu simple; an over cluttered menu adds confusion.
- Search Bar
Do you need a search bar? Yes! A well-operating search tools vital for users who know exactly what they want. This feature directs these shoppers to the right page with a minimum of clicks, eliminating a frustrating search through thousands of products that may lead users to leave your site.
Putting this element on the homepage is highly recommended. Account setup before product search reduces the amount of time customers spend on filling in information during the checkout process.
The homepage headline is often the first bit of content that the user reads. A compelling headline lets the user know who you are and what you offer. This is not an easy task to do in a single sentence, so be sure to take as much time as you need to get your headline exactly right.
While you don’t want to overwhelm the user with too much content, certain items should be presented to expand on your product offerings, service and credibility. Be sure to include:
- High-quality product photography and videography
- Special deals and any freebies currently available
- Featured products, e.g., popular sellers or new items
- Testimonials from happy customers to inspire trust
- Credibility/association logos that prove your bona fides
- Links to the latest blog posts of relevant information
- About Us section for users unfamiliar with your company
- A live chat feature to provide enhanced customer service
An attractive homepage with appealing color combinations engages users. Potential customers may leave a website before fully engaging because it is too cluttered, visually unappealing or looks outdated. Spend time determining the colors and layout of your website before launch.
- Social Media Links
Users trust businesses with social media accounts that contain reviews and photos of a company’s products. Active social media accounts prove to potential customers that people like them have purchased and used your products and are happy with your company and the quality of your products.
- Call-to-Action (CTA)
A CTA is a word or short phrase that directs visitors to take a specific action. The homepage generally has several CTAs, depending on what you want the user to do at any time. The most common — and clearest — CTAs are Buy Now, Learn More, Read More, Chat, Submit and Contact Us.
The footer is typically the same throughout the website. It contains the information a customer readily needs to contact the corporation or a support department. The footer displays the company name, address and phone number, as well as links to pages that are not in the main navigation, such as the privacy and return policies.
A FEW MORE VALUABLE HOMEPAGE TIPS
Creating a website homepage that boosts conversions requires a lot of planning. The elements described above are features you can easily see. Here a few tips for the features that live “behind the scenes” but that are nevertheless important:
- A quick loading speed is vital if you want users to read and engage with your homepage.
- High-end security builds trust, boosts sales and prevents cyberattacks.Show the logo of the security company that protects your site on the homepage.
- Language and currency options on the homepage help attract and keep customers worldwide.
Keep this expression in mind when planning your e-commerce homepage: You only get one chance to make a good impression. Rushing through a homepage design may result in users who leave your site quickly and never return. Doing things right the first time saves time in the long run and boosts conversions, and isn’t that the whole point of your website?
Laura Merkin is a Senior Copywriter at Straight North, a Chicago-based Internet marketing company that specializes in SEO. With decades of copywriting and marketing experience, Ms. Merkin devotes most of her time at work to writing website content for Straight North clients. She has written and helped plan the layouts for numerous homepages.