Ever been on a blind date?
I really want to know.
I want to know, what goes in your mind when you see another person for the first time?
Most people start judging from first glance. They judge the other person’s get-up, the gait, the speech, and their mind starts to extrapolate the time you will have when you are with the person for a much longer time.
That is the reason why they say, “First impressions last long.“
The same happens when it comes to a HomePage, especially eCommerce Home Page.
If you keep wondering why people are visiting your site, yet no one is buying anything, chances are that the audience is not impressed by your eCommerce Home Page. The homepage is often the most visited section when it comes to an online store. It is that first impression that you cannot afford to lose.
Peeking into Your Customer’s Brain
What if I tell you, “You sir! You can control your customer’s mind through your home page!”
No its not some Harry Potter Telepathy Stuff. It’s a real thing. You really can help your customers gain more trust in you just by designing the homepage the right way.
Well there you go!
I just told you the answer. “Build Trust”.
The psyche of a customer entering a local “Offline Store” and that of entering an “Online Store” is not really that different. In both cases, the customers visit the store with the intent to buy. But the transaction only happens when the customer trusts you.
While it’s somewhat easy to build trust in an offline store, it’s kind of difficult when it comes to online stores. But all-in-all the business remains the same. You have to establish your authority, keep the audience engaged, and show them how your product can make their life easier.
If you want to learn more in this regard, do visit my friend’s awesome blog here.
Things to Keep in Mind while Designing eCommerce Home Page
An effective homepage design instills trust and when it comes to an online store, trust is one of the biggest factors in sales. In this article, I am going to share with you 13 tips on designing a better eCommerce Home Page.
KISS it – Keep It Super Simple!!
I know it sounds funny but it’s true. Simplicity is a great driver. Now, this statement is more from a UI point of view. Try and make the website very simple to follow and understand. Avoid too many of anything. Too many call-to-action buttons tend to confuse people. Even too many products tend to confuse people. So add CTAs and sections where it is necessary.
Make it Prettier than a Prom Queen
Needless to say that the Home Page should be Pretty, or if put in another way, it should be attention-grabbing and aesthetically pleasing. If you are not a big brand yet, chances are, people don’t come to your site with a buyer’s intent. Some people may land on the homepage to check out what you are selling. I personally have bookmarked several eCommerce Sites that grabbed my attention at the first look.
Use Branding Colours
It is important to represent your brand in all the elements of your website and not just in your eCommerce Home Page. Use similar color combinations as your logo and branding throughout your site. Take a look at big brands like Amazon or Flipkart, they have a definitive color combination that is not only visible in their homepage but also in all their pages.
Keep a Definitive Visual Hierarchy
Keep in mind the following three things:
- The bigger elements capture more attention than smaller ones.
- Bolder fonts grab more eyeballs than normal font.
- Sections and elements on top catch the most attention
Follow this common sense while designing an eCommerce Home Page. Place the most important elements such as your logo, navigation menu, your UVP (Unique Value Proposition), and CTA around the top of your page. Make these elements Bigger and Bolder and keep your audience hooked for more.
Stick to Known Symbols and Icons
Everyone knows what a cart icon looks like (It’s a cart or a bag ). Everyone knows how the menu icon looks (It’s a hamburger icon represented by three horizontal lines). Everyone knows where they are placed. Try not to experiment or mess with that. Your buyer is already used to the icons and their positioning. Changing them too differently confuses the buyer. I will talk about their ideal positioning in the later section.
Many of my clients want a pop-up screen on the ecommerce home page. I say no, directly to their face.
Now, don’t get me wrong, I love pop-ups and I believe that pop-ups are one of the best ways to collect emails and keep the audience in the funnel when you are blogging. However, I DO NOT recommend adding a pop-up when it comes to an eCommerce home page.
The logic here is quite simple. You want to educate your customer, make them understand how your products fulfill their needs and desires. Adding pop-up ruins their experience. The audience may lose interest and close the tab. even if you give a good discount, many people will still not be interested in taking it. Once the user experience turns bad, the battle for the first impression is lost.
Add Product Quick View
This is more like an additional tip, but while designing an eCommerce Home Page, try and add a product quick view. This helps the customer navigate through the website much more easily and makes the user experience a lot better.
This can be done through an awesome WordPress Plugin called Woolentor. Woolentor has both Freemium and Premium Features. While you can get great features in the freemium version itself, I highly recommend using the Pro version because it just makes your life so much easier.
Have a Proper Header Section
One of the first things that people see is your header section. So it’s plausible to make your header attractive and user-friendly. As I said before, the header section of a website has the most real-estate value. This is the first interaction of the user with your brand, so make sure that the header effectively conveys your brand identity.
Have a well-designed logo and you can keep it either make it bigger and keep it at the center or to the left wherever you think the logo catches the most attention. You can keep menus and mega menus at the bottom while in PC mode. When in the mobile version, the preferred version is to keep the navigation menu to the left and the cart and search button to the right. And, this is not me making stuff up, this is followed by many successful eCommerce brands out there.
Tell a Story- Take Your Customer on a Journey
Storytelling is an important aspect of selling. Great Salesmen are Great Story-tellers too.
You may be wondering, “How do I tell a story through my eCommerce Home page?”
Well, It may not be a proper dialogue-driven story (or can it be so?), but you can definitely add a certain flow to the content. Now to add a Proper flow, I use one of the most effective storytelling sales tools, the AIDA. AIDA stands for Attention-Interest-Desire-Action. These are basically the four levels that your customer goes through before deciding if they really want to buy from you.
One of the most valuable things that a customer can give you before handing you the money is attention. And trust me, attention is pricey. If you don’t do it right, you may lose the customer and thus money. I talked briefly about it in the “Avoid Pop-up” Section and “Visual Hierarchy” section because I had to address it there. But here we will learn a little bit more about it.
Your Hero Section of the eCommerce Home Page is one of the first sections that catches Audience’ attention. Why? Because of visual hierarchy. It is bigger.
You can add stuff related to your product that is attractive for the customer right in the hero section. Some of the things that you can add are :
- Offers and Discounts
- Photographs/Sliders?Videos that show your products in use
- Add your UVP
- Call to Action Buttons
There are more, but there is more stuff that you can try out to make your hero section worthy of clicking. But make sure to follow your brand identity. I have spoken briefly about it in my interview with Nilesh. He asked for a consultation regarding his eCommerce Home Page Design and I thought why not cover it all. Have a look:
Once you have hooked the audience with the hero section, you can entice them and show them your products. Add a category section just below the hero section, Add categories to the menu. In the category display what kinds of needs and wants that you fulfill.
Below categories, you can display your product range. If your online store has a single type of product or even a single product, you can display it here. All it needs to do is to peak the customer’s interest.
This section is kind of iffy here in case of an eCommerce Home Page creation because It kind of merges with Interest and action. But the intent here is the same. That is, to build so much trust that the customer now just looks out for the “Add to cart button”.
To build the desire, add a section that says why you are unique. Your Unique Value Proposition. And what makes your company different from others.
Add a brief about us section. Be a little vulnerable. Say why you started this company. If you are honest your customer will definitely trust you. Add a small picture of you and your team. And Beware, DO NOT ADD STOCK PHOTOGRAPHS!
I had to write that in bold and capitals because it is a very important point. To build trust its important that you are not fake, to begin with.
Another factor that builds desire for anyone to connect with you is your credibility and your authority. Think about it!
Human Beings are drawn to authority and they trust them based on their credibility. But how do we achieve this credibility?
Let me give you a hint!
Where does the word, “authority” come from?
Well, it comes from the word author. You need to write and you need to post content.
Content builds Credibility.
But what is the point of it all?
Well, the point being, when your customer reads your posts they get convinced that this dude knows what he is doing.
Now they start trusting you and even recommend their friends. Not to mention, posting blogs regularly is a huge addition to your site’s SEO.
Apart from all the factors there are a couple more things that you may consider.
One of them is adding trust seals. You may even see the seals in amazon which say, “100% secure”, “Premium Materials”. or “30 day money back guarantee”. In reality these are just images but they do help make the customer make a decision and your eCommerce Home Page is the perfect place to put it.
Another thing is testimonials. Ask your previous customer their testimonials. What they thought about your product and customer service?
If you are just starting out, just hand over a couple of your products to some influencers in your niche. And take a review from them. Trust me. That helps a lot!
Now that you have instilled enough trust within the customer, give them a way to buy from you. and that is done through Call-to-Action (CTA) buttons.
Add a CTA in the beginning of your site, another in your product and categories and a final one at the bottom just before the footer.
The CTAs could be “Shop Now”, “Buy Now”, “Add to cart”. “Quick View” or any usual CTAs that you can find in the regular eCommerce sites.
So that’s it for this article guys! I hope that was helpful.
Here is a short summary of things.
While designing an eCommerce Home Page, Keep this one thing in mind that you have to build enough trust and interest in the customer that she/he buys your products.
This can be done by making the site aesthetically beautiful, Keeping it simple, following a brand identity, and telling a story.
Let me know in the comments what you think are the best practices while designing an eCommerce Home Page.