Ecommerce Stores: Your Shopfront

The home, or landing page, of your site is your shopfront. Let’s make sure it works!

December 11, 2017

As an ecommerce store owner, it is essential that your site’s homepage is set-up to be as effective and eye-catching as possible. For most customers, your homepage will be the first thing they see when landing on your website. It’s the same principle as it is for any traditional store; you’re not going to make many sales if your customers don’t make it past your store front.

Your homepage needs to load quickly and be optimized for smartphones and tablet devices. The positioning of your images, headlines and content is crucial. You’ll need to test and refine what works on your homepage’s layout until you find out what is the most effective.

Internet users have a notoriously short attention frame, and you need to grab and hook their attention immediately. A headline which entices your visitors to read your content further down the page, coupled with high quality product images will help ensure they stay for a while and click around your site.

Call-to-actions, or CTA’s, can be used to get customers to sign up for your newsletter, call or email you, or for other things such as entering a competition you’re running. Be careful though; there’s a balance between having enough CTA’s on your homepage that they’re beneficial to you, whilst making sure your site isn’t overloaded with them, which can be off-putting.

When deciding on which product images to use, ensure you use those that are clear and show exactly what it is you’re selling. It’s common to visit a website where the images on the homepage are poor quality, and nothing is more off-putting. Your visitors won’t stay around long if your site’s one of them. It doesn’t matter how good the images on the rest of your site are; if the pictures aren’t very good on the homepage then it’ll cost you in sales.

The copy, or written content, that you feature on your homepage needs to be short but effective. A well-written paragraph or two on your homepage will draw in a customer and direct them to other parts of your site; perhaps you’d like them to check out your About Us page, or you may want your visitors to sign up to receive your newsletter. Each website will have different targets and goals, and this will be reflected by the content on your homepage.

There are certain practices which remain timeless when developing an effective homepage. One of the major advantages of running a website over a traditional store is that it’s much easier and more cost-efficient to change and update the various aspects of your site until you find out what works. If you need to change a product image on your homepage, it’s far easier than having to re-fit the signage on a brick n mortar shop.

There are apps you can integrate with your site to see your visitors’ behavioral patterns, and this can provide invaluable information when it comes to deciding how to improve and implement new changes.