3 eCommerce Homepage Design Tips and How to Write a Compelling Headline
Homepages. We all have them!
Yet, so many ecommerce business owners are intimidated by the thought of creating a successful homepage, and so they outsource the task to web developers. But, the funny thing is, stunning design isn’t enough to turn web visitors into customers. Why? Simply because: your customers crave connection, not perfection. They want to hear your voice and know that real, human beings are working behind your website. You will need good copy and personalisation, which builds trust and makes visitors feel ‘at home.’
In this blog post, you will learn:
- The real measure of a successful homepage.
- How to write an incredibly compelling headline that will make customers click through and spend money on your website.
- Pro-design tips on choosing the best hero image for your homepage.
- One question you must ask yourself to determine the tone and content that is displayed on your homepage.
The content for this blog was recorded live on video with ecommerce consultant, Matt Edmundson. You can watch it here!
What qualities are shared by the most successful eCommerce home pages?
For a long time, homepages have been the first place that customers interact with brands. Think of your homepage as a digital ‘shop window.’ It should be welcoming, inviting and your homepage must draw visitors further into your web shop, so that they can make a purchase.
Don’t you know: it’s all about connection. People are crying out for a company that ‘gets them,’ and understands their human problems, on a personal level. In order for you to grab visitor’s attention and begin an authentic person-to-person relationship, you need to follow a set of homepage rules. To fathom these rules, this blog post reviews 3 ecommerce websites, check the sites out below:
Rule 1: Make Sure You Create a Clear and Compelling Headline
Your headline is most likely the first thing you will communicate to your website visitors. Get this wrong, and you will soon loose the attention of anyone that is checking your site out, for the first time.
Take a peak at The Beauty Counter. At our time of review, the homepage reads “Care About Your Skin Care.” It’s a bold headline and draws your eye, immediately.
Top tip number 1? Make sure your headline invites the viewer to take action. Do this by starting your headline with a verb.
Beauty Counter’s headline is completed with a sub-heading, which reads: “Get results with clearer ingredients in every step of your routine. Now featuring the all-new Beauty Counter Plus collection!” Of course, if your homepage headline should ASK the reader to take action, thus, the sub-heading should tell your reader HOW to take action. Make the sub-heading as personal as can be. What benefits will your reader gain from clicking through to your website?
Rule 2: Design a Hero Image that Relates to Your Ideal Customer
In this section, open SquareSpace and check out their homepage. First things first: Squarespace use a small logo. Too often, logos will take up a lot of room on a homepage. The truth is: customers don’t care about your logo. They want to know what your business will do for them. How will it solve their problem?
The one thing that Sqaurespace do exceptionally well is imagery. Instead of designing a site that focuses on fancy text and clever borders, they have used images in which their ideal customer is using their product. The image that sits alongside your headline is called a ‘hero image.’ In that hero image, you must show what success looks like for your customer.
Rule 3: Differentiate Between New Customers and Existing Customers
One ecommerce trend that has been popular in recent years is the shift from desktop to mobile. If you run an ecommerce website, you will have to think about mobile, prep for mobile and make provision for mobile!
Personalisation is the next big movement to start hitting ecommerce websites. What do we mean by that? Your customers web journey will become tailored, much more specific to them. So, rather than just having one kind of way everybody interacts with your website, you’ll change it depending on who is visiting your website.
Think about Amazon’s website If one person uses Amazon to buy books, they will automatically see books when they login to Amazon’s ecommerce website. Whereas, if another user shops technology and gadgets on Amazon, they will see new gadgets when they log in. The site is personalised towards you and your buying habits. This draws your visitors in to shop something they are particularly interested in.
Top tip: when someone comes to your website and you don’t know who they really are, because you’ve not stored a cookie on their computer, treat them as a new lead. You will have to woo them and turn them into a first time buyer.
For example, if you visit the site The Jersey Beauty Company you will notice that the call to action reads ‘try free samples, create a skin profile.’ This is targeted to new visitors. If you are new to Jersey Beauty Company and you don’t know what to buy, you will want to try some free samples. The best part is, new customers are sent free samples with a free £5 voucher, which enables them to become a customer.
The bottom line is: make sure your homepage predominantly assumes everybody is a new customer. Clearly show the brans that you sell so that people who have never shopped with you instantly know what you are about. Show best sellers, a welcome video and introduce people to your business culture – make them feel comfortable, as though they’ve arrived home.
If you know that the person visiting your website is already a customer, why not display products that they have purchased before? That way, customers can enjoy a pain-free experience when returning to your store to buy their favourite product.
So: differentiate between your new customers and existing customers, wherever you can, on your homepage. That is where ecommerce is going, that is where you should be looking to invest your money where tech is concerned. Think about creating a tailored, personalised experience and don’t leave this to your web designer! You will need to give heaps of direction, as an ecommerce business owner.
Want 10 Essential Elements of an Engaging, Ecommerce Homepage?
OK. So you’ve read this blog and decided that your homepage needs a little extra work. But where do you start? Grab your free, PDF download, which will take you step-by-step through 10 essential elements of a homepage that successfully converts visitors to buyers, on an everyday basis.
These 10 elements can help you create a homepage that makes sense for your business. And, above all, your homepage needs to make sense for your unique customers. You want to connect and engage them like never before.
Click to download the freebie and complete 10, easy steps in order to convert customers and conquer your analysis paralysis when it comes to designing a homepage!