One day Ella opened a random shopping website, in order to purchase some casual wears. But what she experienced there was a frustrating homepage. The shopping website’s home page was full of jargon, technical glitches & abnormal functionality. The hamburger menu wasn’t responding on time. Navigation was poor. A call to action was missing from the site. Colors used were quite polluting to eyes. While product images were too small to explore. Then what, she decided to took-off from the site without giving that e-store’s services a further try.
Looks like for Ella, “first impression is the last impression”. Well that’s not the case with her, it’s the case every virtual audience out there. If a website is inadequate in providing a smooth and well-functioning homepage, how can they expect a user to explore their complete website?
So do you think if your eCommerce homepage design is nothing extraordinary, the users would choose to stay?
A homepage is an essential front for any eCommerce website, as it defines what users are going to experience further. It defines the kind of navigation experience users are going to witness ahead. It tells users about all the products that they can buy at their comfort. Thus, every eCommerce website has 0.3 seconds to hold onto that would-be customers. And to do so, it takes an eCommerce homepage design that’s:
Users are bound to lose interest in a website that fails to take dedicated efforts to design its homepage. If you’re not concerned about your eCommerce website’s gateway, your audience won’t be concerned about your offerings either.
To help you homepage succeed and bring home converting business, we will now discuss the guidelines that can simplify the designing process…
1. Display the piece of information that the user is likely to connect with first
“Almost 67% of users look for a return policy before actually considering to buy a product”.
There are certain pieces of information that the user craves before making an informed buying decision. Those pieces of information could be:
Infusing these set of information on the homepage will encourage users to go ahead with the other parts of the site.
Place key information at the top of the page where users’ eyes are likely to lock at. Design the font, background-color of the key information in a way that stands out.
Your key information could be anything based on your niche or audience persona. You can infuse just one out of the above options or as many as you want. But don’t overdo as it will make the page look cluttered.
2. Your homepage should be simple to navigate & explore
A study has shown that if a website’s front page navigation is poor, users are likely to abandon the session — believing the site doesn’t have the stock of goods they are looking for.
Homepage navigation needs to be clear as crystal.
A smooth & concise navigational experience is immense for users to find an early way to the ultimate checkout process.
3. Keep your design minimalistic & cluttered-free
“84.6% of people believe that any website going with the crowded designs are doing their biggest mistake in the industry.”
Bombarding users with the crowded, cluttered, overly-hauled elements either on the homepage or even on the subsequent category pages is likely to mess with their smooth user-experience.
The key is to:
Try to keep your homepage as simple as possible. By this, your user will have to make the minimum effort to understand your brand offerings.
4. Offer a personalized homepage to the audience
As you are dealing with an eCommerce site, chances are you might be aware of your target audience. You will be knowing what section of the audience would be interested in buying that particular product.
Like if you are selling young fashion for women, you will be knowing your target audience is women (it’s obvious duh!). And if you have a regular customer who buys corporate dresses, you will know their preferred choice to buy from your site is corporate clothes.
Once you are aware of your buyer’s persona, you can plan to offer them personalized experience on homepages by taking the help of powerful AI.
Having a personalized homepage will not only help you in triumphing with extreme purchases but will also increase the customer lifetime value. Once your users will see that you are concerned about their needs, they will keep running back to you.
Once you are aware of your user’s tastes, don’t forget to produce product suggestions similar to that taste on the home screen of the website. So whenever your users will log in, they will see a homepage that’s infused with their interests & will end up buying more.
5. Put your best products forward
Every eCommerce site has certain products that are most bought or are in huge demand.
Why not flaunt those products on the home page?
Put your best products on display just like you put in your Facebook’s featured images section.
When you show the best of what you have to the audience, they are likely to get sure of that “yes, this website seems impressive & it must be having all the latest collections”.
You can infuse your homepage with:
Once you show your audience what they might be looking for, there is no way to stop the conversion wheel from spinning.
6. Make a search bar that prompts users to utilize it
A handy & compelling search bar at the top of the homepage acts as a catalyst to turn decisions faster into sales.
Don’t you think if your website also has a search bar feature, your users will have an easy time identifying every product at lightning speed?
What a standout search bar should look like?
Pro tip – Put your search bar on top of every web page, not only on the homepage.
7. Display Security seals on your homepage
You may be ranking high in the SERPs, but the saddest part is, the ranking doesn’t guarantee winning users’ trust.
Do you know 17% of users abandon their cart just because they are unsure of the site’s security?
But as long as you are sticking security seals or badges on your homepage’s footer or on any part of the website, seeking user’s trust won’t be much of a problem.
Your site must deploy some strict security measures throughout the website. As no shopper would like to keep their credentials or credit card details at stake.
8. Don’t forget to highlight your UVP (unique value proposition)
To stand out different from your competitors & attract tons of customers, you need to put in best-selling UVP (unique value proposition) on the homepage of your eCommerce web design.
A UVP or unique value proposition is a way of defining you from your competitors, differently. A UVP can be a short message, captions, slogans, simple statements, sales pitch, snippets — setting you apart from the billions of contemporary eCommerce sites.
What unique value propositions should be mindful of?
Use your UVP as a persuasive tagline or slogan on your home screen to attract the buyers.
9. Don’t forget to compress your site’s UX for mobile users
Shoppers like to shop at their comfort, that is via their smartphones or tablets. M-commerce is in so much hike these days. It is expected that in 2021, 72.95% of sales will be induced by m-commerce.
Thus, it’s very important to create & variate a home page that’s mobile responsive. And could fit very well on different mobile screen sizes.
Make sure to contribute to the mCommerce too.
10. A slow loading homepage leads to slow business
Your users have 0.1 seconds to identify whether they want to continue on your website or not.
And during this timeframe, if your homepage elements are taking years to load, it will cost you loss of conversions by 7%.
A lot of factors lead to a slow loading website like – multimedia files, bad plugins, server performance & more. Thus, you need to plan & optimize homepage elements in a way that doesn’t affect your website’s loading speed.
Google offers its PageSpeed Insights to measure the site’s speed. And even foretells the factors leading to such slow loading sites.
11. Boost your season sales at home display
Generate catchy & outstanding sales section on your homepage to capture big bucks from buyers.
Plan to infuse big creative banners on your homepage about upcoming season sales or flat off on products.
Doing this will act as a click-bait to the audience & will urge them to be a part of that sale.
Quick tip – Apart from flash sales offer, you can embed some other promotional things in your banner. Maybe a customer review highlighting their satisfaction with certain products.
12. Add product images inside the product category section
It’s hard for users to identify “what they are going to buy further” by just looking at that “minimal homepage”.
Thus, a homepage should be a summary of the entire website, defining “what to expect” or “what not to”. It should summarize what kind of products the user is going to witness ahead.
But how can you overlay your tons of product pictures on the home screen? The answer is you don’t have to.
You can add thumbnail images inside your drop-down category list. Like you can add images for the main category of product.
By focusing on these little things in eCommerce web design, you can outgrow user experience & add greatly to the sales funnel.
Homepage reflects the summary of the entire eCommerce website, foretelling what exactly user-base needs to expect further.
Thus, an eCommerce homepage should be
Your homepage should be spruced with every feature that will help to pique your buyers’ interests.
Experiment with your designs and see how you can come off better than contemporaries. When you are aware of what your target is looking for out in the crowd — you won’t have to struggle hard on weaving exceptional web experiences.
In the above, we have chalked out the best practices that today’s eCommerce giants are exploiting to harness on great upsells.
At last, the key is to be simple, intuitive and creative during the homepage designing gig. If you are failing at planning on that stellar homepage designing gig, our designers at JanBask Digital Designs can help you in your purpose. Starting right from website analysis to delivering customized eCommerce website designs is one of those few things we are really good at.
We just don’t deliver designs, we deliver ready to deploy user-experiences!