Two years into this pandemic and things have changed tremendously. More and more customers are flocking online to make their purchases. Retailers that haven’t adapted are losing out on countless opportunities. If you have an e-commerce business — or are planning on starting one — we can help to put you in a better position for success!
To really make an impact, you need to know which website and store elements will affect potential customers. This isn’t particularly intuitive, so we’re here to assist with some examples of the home page features proven to boost conversion rates.
The Features
Logos
Let’s start at the top of the page. When a customer first visits your site, he or she needs to quickly see who you are and what you have to offer. Accomplish this by prominently displaying your logo and brand colors. Because human eyes are quickly drawn to visual cues, users typically look first at images. Your logo should be the first they see to not only promote brand recognition but foster trust as well.
Navigation Bar
Another element situated at the top should be a navigation bar. Users need to be able to find what they seek swiftly. A well-organized main bar at the top with intuitive product categories and keyword-optimized navigation can do just that. Be sure to include an easy-to-find search box equipped with Autofill. Having this “corrective search” option helps to avoid result page errors that drive users away fast.
Featured Products
Working our way down, there should be sections for current offers and featured products. Incorporating these elements is essential in driving click-through rates and eventual conversions. Why? Because customers want to discover something new and exciting or find the promotion that led them to the site in the first place.
By prominently displaying best-selling products or a seasonal sale with powerful, attention-grabbing images, you’re drawing their eyes directly where they should go. Don’t forget to include a clear call to action, teaser text, and to use compressed images for speedier page loading. Quick load times are vital. Even a one-second increase in speed can see a 7% growth in conversions.
While including all these images and features is recommended, it’s possible to go overboard. You’ll want to avoid this at all costs to maintain appeal and credibility. A successfully designed page leaves room for white space and refrains from cluttering the visual space with too much information. If possible, perform a trial run of the new design with a test group of your target audience before launch.
Resources
Lastly, there’s the bottom of the page. Customers should be able to easily locate numerous sources of helpful information at the end of your home page. From footer links for mobile apps and valuable site pages to icons promoting your social media channels, this area can be crucial in driving users one step closer to converting.
For further examples of home page elements to help increase conversion rates, please reference this constructive infographic provided by Straight North.
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