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eCommerce businesses are facing heavy competition post the pandemic. One area where they keep improving is user experience (UX). Websites focus on enhancing UX through their category pages, product pages, navigation, and checkout processes. One area that they often neglect is the home page.
However, your eCommerce homepage UX is crucial. For, your homepage is one of the first touchpoints your visitors and prospects have with your brand. And it can have a profound impact on customers’ buying decisions and your bottom line. This makes it vital to optimize your eCommerce homepage for great CX. So, in this blog, we will discuss eCommerce homepage best practices to strengthen user experience.
UX refers to how a customer feels about the interactions they have with your brand, website, company values, team, and product/services. eCommerce homepage UX refers to how visitors feel when they engage with your e-store’s homepage.
Your eCommerce homepage serves in performing different tasks for users. It helps them know more about you, find and purchase products, get your customer service contact details, create their account with you, access their wish list and shopping cart, and more.
So, the details in these elements and features of an eCommerce homepage are vital for delivering a memorable UX and promoting brand affinity.
Studies say that internet users wait no more than 3 seconds for the loading of a site to load. One of Google’s research found that bounce rates increase by 106% if the page load time increases from 1 to 6 seconds. So, if you have a slow-loading eCommerce homepage, you’re at the risk of experiencing page abandonment and poor conversions.
So, here are a few best practices to speed up your homepage loading-
A study says that there are 6.648 billion smartphone users in the world today. This accounts for 83.72% of the world’s population owning a smartphone. They use it to make online searches and perform eCommerce transactions like booking tickets, paying bills, and shopping. This makes it indispensable for eCommerce sites to adhere to a mobile-first approach in web development.
A “mobile-first approach” means that you initially design your website for mobile device screens and later on work up towards larger devices. So, employ a responsive design. It would facilitate the on-site elements to automatically rearrange and adjust themselves to suit the device’s screen they’re viewed on. So, visitors will be able to view and interact with items on your site without resizing, zooming, scrolling, or panning. This way, your eCommerce homepage delivers a good UX.
Your shoppers should find it difficult to navigate your site. So, when designing your homepage, take into account users’ expectations and what they’ll be looking for in it. Eliminate extra steps and unnecessary clicks in finding the content they’re searching for. Here are some best practices to employ the best UX.
Providing competitive pricing of products isn’t just enough for eCommerce sites to beat the competition. Aesthetics are as important too. A study found that 38% of visitors leave a site if they find the layout unappealing. Though this holds true for your entire site, take great care in making your homepage look pleasing as it’s the foremost thing your visitor will come across.
So, while designing your e-store, take care that you strike a balance between aesthetics and functionality. Here are some practical tips to enable this-
It is one of the Ecommerce homepage best practices, so make sure you use this one.
In website design, the term “above-the-fold” refers to the part of a web page that is visible to the viewer without scrolling. And the other part that can be viewed only by scrolling down is referred to as “below the fold”. Simplify things for your customers and prospects by placing the info, links, and call-to-action they’ll be looking for above the fold.
When it comes to viewing your site on smartphones, this concept isn’t applicable. But it applies to other mobile devices and desktops. However, as there’ll be varied screen sizes and resolutions, it can be tricky to determine the location of the fold line. When you determine it, maximize the space above the fold by keeping the most important, the most engaging, and the most relevant of your homepage there.
Although you get valuable insights into how you can improve customer user experience, it is also good to ask your audience about it directly. So, launch a web survey to get the voice of your customers. And use this as a guide to optimizing your design accurately for their needs. You can deliver your survey right on the homepage to get a quick and apt response without being intrusive.
Also, collect indirect feedback on re-designing your site by getting to know about your customers’ web experience. You can do this via interactions and mentions of social media networks and unsolicited emails received by your brand. Though some of them may be negative, they’d still serve as useful resources to continually enhance the UX of your eCommerce homepage, product page, check-out experience, and more.
So, here are the 6 ecommerce homepage best practices that will help you deliver a great user experience.
When shoppers get to your eCommerce homepage, they seek to find relevant info about the product they want to purchase. They also expect a fast and hassle-free online transaction. By meeting and exceeding these expectations and avoiding eCommerce marketing mistakes, you can ensure a great user experience. So, make use of the five Ecommerce homepage best practices we’ve discussed in our blog.
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