15 seconds… that’s how long it takes for a visitor to analyze a homepage and decide if they like it or not. How long are your prospective clients on your website for? What are they doing? Are they adding products to their cart? Are they bouncing off after a few seconds?
Your website should be an extension of your business, but it needs to be appealing enough for prospective clients to want to take a few steps into your store.
It’s not enough to have a ‘pretty’ website anymore. It must be analysed correctly to ensure you are giving what your clients want. Without a good homepage your eCommerce business won’t stand a chance to create long-term growth. Here are some of our tips to help you minimize your bouncing traffic, ensure higher conversion rate and generate more return visitors:
There has been a long debate weather sliders are helpful or damaging for website SEO, however, they do seem to be out of date as studies suggest that only the first featured image is clicked, and the rest are very much ignored (sourc).
In some cases a slider with amazing photography can make the website look more appealing overall, so if you are going to have a slider, then your it should change automatically along with arrows to help navigate your visitors to navigate at his / her pace.
These sliders should also have a clear call to action on the various slides, leading the visitor further into the website.
Static Featured image
If you are not a fan of the slider, you can use a static featured image with one or two call to actions. Consider having two static images like this website. You may want to test two different images above the fold against using a slider, and see which one has a higher conversion rate.
One thing that is proving to be extremely successful for eCommerce websites is a place on the homepage that shows: Instagram feed with user generated content, reviews, product ratings, press mentions and recent purchases. These social proofs are perceived as more trustworthy – think of it as how you act when booking a holiday – you read reviews to ensure that you are getting the best. The same process runs through your customers’ minds – they don’t want to risk buying something that does not meet expectations.
You should be promoting several products categories on your homepage, giving priority to the best selling categories. You need to have high quality images, with the price below the image along with the call to action bellow. For a clean look, ensure that the products are pictures on a white background. Simple can do more for you than you think. Here you can also add social proof, with a rating based on received reviews.
You also want to promote any sales you may have on your homepage – don’t hide them in the website – show them off on your homepage.
If you are not using white space on your website – now is the time to add it. Having white space allows you to direct attention to your call to action by giving eyes only one thing to focus on.
Call to actions
They don’t necessarily need to be a rectangle saying ‘buy now’. Consider doing something different and make it creative to attract more attention. Try putting your action in a different shaped box, with a transparency, white space, or your brand colours and don’t be shy to try a different text. Check out these examples:
(Dollar Shave Club)
Less text – more images
You will notice that most websites have very little text on the homepage, and most of the text can be found at the bottom of the page. Images get messages across much faster than words. Of course – our SEO department will have something to say about that!
Want us to optimize your website for you? We would be happy to get you on the right track. Contact us for your free quote.