Ecommerce Homepage Best Practices to Boost User Experience
User experience is a gauge of how people or customers feel when interacting with your website, products, or customer support. When it comes to eCommerce websites, user experience influences buying decisions drastically. Hence, implementing best practices in eCommerce homepage UX is the most critical aspect of eCommerce operations.
The eCommerce industry has seen rapid growth in the past few years. Despite the vast competition, it is a daunting task to get noticed. Even if you play well in marketing and your design is not at its best. Eventually, it affects your bottom line. And it’s obvious that the one place we see user experience being neglected most is the ‘Home Page’.
So, as an eCommerce website owner, you must ensure that your eCommerce home page is up to the mark. This blog can help you with some eCommerce homepage best practices to boost your website’s user experience.
Top 7 eCommerce Homepage Best Practices
eCommerce brands often put in the work to optimize product pages, category pages, and even the checkout process. Many of them didn’t care about the main impression, the home page. Because the home page of an eCommerce site is the first touch point your customer has with your website. Hence, it makes sense to implement the best eCommerce home page design for the best customer experience and drive sales. It is important to understand what kind of message you are projecting because the homepage will have a significant impact on conversions, as well as return visits.
It is crucial to keep in mind that the homepage should be designed with conversion rates in mind. On average, e-commerce websites see 30% of their traffic drop off after visiting the homepage. Therefore, it is so important to include powerful calls to action on your homepage.
1. Design Your Website Optimized for Screens & Speed
Mobile users are tremendously increasing and influencing marketing nowadays. With 1.7 billion mobile users worldwide, more people do online transactions using their smartphones most comfortably. While looking at the searching part, in the first step, more audiences and customers prefer mobile phones to conduct an online search to find or research new products. Also, performing eCommerce transactions like shopping, booking tickets, and paying bills.
With the rise of the mobile revolution, as an eCommerce business owner, it is necessary to follow the mobile approach in the web development process. The mobile approach means designing a website for small screens (mobile) first and then stretching it up towards the large screen. You can create a responsive design from this website design process and enable on-site elements to adjust and re-arrange automatically based on the screen size.
This approach enables you to present your content more clearly without any clumsiness and display it in a way that is comfortable for customers. Considering this measure on your eCommerce homepage, best practices will attract more users.
Home Page Loading Speed
The next thing in the best practices in eCommerce homepage UX is loading speed. The best eCommerce home page design should include page loading speed as the first step. Page loading speed refers to how long it takes for the content on your website to load when a user visits at a specific speed. A website or page loading page is crucial and determines how long the visitor stays on the website. Poor loading speed would create a bad impression and never make them revisit your website. According to the report, 73% of mobile users reported visiting a website with a slow loading speed. If a page takes longer than 3 minutes to load, over a quarter of visitors will click away to further search results. Also, Google rolled out the page experience update in the algorithm.
If the user experience takes a hit, it can negatively impact the sales of eCommerce businesses. Here are some steps to speed up your eCommerce home page.
- Compress Your Image: On eCommerce websites, high-quality images are the key to promoting your products online. However, large files will significantly slow down your page speed. So, considering compression tools to squash out excess data could improve page speed.
- Minify HTML: Another element that tend can be slow down your eCommerce website or home page is HTML. You can optimize your site’s code, clear unwanted codes, and shorten code to enhance with minification.
- Enable Brower Caching: By enabling caching, each element and any resources that load on your website can remember. This can allow your eCommerce home page to load faster, even with high-quality images and logos.
2. Make Search, Navigation and Content Simple
Another significant element in the best practices in eCommerce home page UX is search and navigation. Complex web design makes it difficult for users to navigate. Unnecessary navigation and steps to reach the relevant content will create negative impressions as well as user experience. Users can simply move on if they cannot find what they are looking for.
So, when designing an eCommerce website, consider user expectations to provide the best eCommerce home page design. Easy navigation helps them to find things efficiently. Hence, the website’s structure should be logical and intuitive, from the placement of the search box to the location of the menu. Besides, the structure should give the ability to navigate pages effortlessly. In that case, add a search box at the top of the home page to navigate various products. For the best results, conduct an A/B test and experiment with different search bar designs and positions to know which ones bring higher conversions.
Curate content to provide a visually appealing experience
In the process of best practices in eCommerce homepage UX, content offering a visual appealing experience. The visual web is growing. According to recent statistics, 75% of all internet users will have a social media profile by the end of this year. That is almost 5 billion people. Businesses need to find ways to connect with this audience and create visually appealing content to make an impact. Most brands use social media and blogs to connect with their audience by creating visually appealing content plans.
3. Streamline eCommerce Checkout Process
A check out page is the most important page in the eCommerce site and needs special attention. There are multiple check out features available for a website. Making customers visit and making them stay on your e-commerce is the first step. But to achieve the core business goals, to improve sales and revenue, there is a lot to concentrate on. And the primary thing is the checkout process. In some cases of eCommerce, people add their products to their shopping cart, but it does not mean they will push through and complete the transaction. According to the statistics, 69% of customers who add products to their cart leave and do not proceed to the payment.
Creating a customer-friendly checkout process has a positive impact on the user experience and helps with conversion rates. For that, you should provide a straightforward journey from the best eCommerce home page design to the final purchase. so that they can go through the process smoothly without any distractions or difficulty in purchasing.
4. Focus on your USP (Unique Selling Proposition)
To implement best practices in eCommerce homepage UX your Unique Selling Proposition (USP) is what differentiates your business from others and user experience. All businesses have one or more USPs. It’s not easy for a business to produce its USP, but it is worth the effort. So, try to develop your own USP and strengthen your core values.
5. List down your benefits and features
While selling a product online, you sell the solution to a specific need or want and solve a problem. Thus, while making the list of products on your website, try to create a list of your benefits and features. They are the most important aspects of an eCommerce website.
6. Highlight Your Popular Products, But Don’t Overload
It may seem counter-intuitive to advertise already highly liked goods when, according to logic, you should be working to get people’s attention on goods that aren’t doing so well. But this lunacy has a purpose. Many people have previously purchased popular things. In that regard, these goods meet a demand or offer a solution. They are drawn to things that are popular because people believe that popularity serves as a form of endorsement for the worth and advantages of the products.
By emphasizing popular products on your eCommerce homepage, you not only encourage potential customers to buy the highlighted products, but you also provide them with the chance to acquire additional items from your product catalogue.
Don’t overload the homepage with too much information
The biggest mistake a website can make is to overload the homepage with too much information. The people who visit the site are looking for specific answers and if they don’t find them, they will leave. The homepage of your website is one of the most important pages you’ll ever create. It’s where people go when they are looking for you. The best way to design a home page with no more than three columns.
7. Make the Way Clear for Customers to Come Back
Every company seeks to grow its customer base and increase repeat business from loyal clients. Good customer service and high-quality goods are typically effective. However, a few tactics can make it simple for your consumers to stay.
Giving repeat consumers an incentive to shop again will help your eCommerce firm maintain a consistent flow of cash. To promote frequent visits, you can add incentives to your eCommerce site, such as loyalty programmes, discounts, free delivery, and exclusive offers. It’s the constant improvements on your site that will keep customers coming back, not the incentives. Even an occasional email reminder will encourage them to return if you make shopping more convenient for them.
When customers have questions or concerns, they want to be able to contact you quickly. Your customer service team can be contacted through a live chat feature on your website. It also improves your interaction with them, and you can get valuable feedback that you can use to improve your service further. Customers will return to your website more often than the others because of the ongoing upgrades you make to it. Even with only the sporadic email reminder, people are more likely to return if you make buying easier for them.
Customers desire a straightforward way to contact you if they have queries or issues. Through a live chat feature built into the website, you can make your customer service personnel accessible. As a result, you can communicate with customers more effectively and gain insightful feedback that you can use to further enhance your service.
Lauren Haley is a content marketing specialist at Texas Business Analytics. Lauren is a content critic who helps businesses make sense of their online marketing. She specializes in SEO copywriting and has a craving for more creativity, less stress, and more time with her family.