If you want to learn how to design your online store’s home page from a usability perspective, what tasks it should perform, and what common mistakes can be made, this article is for you.
Your online store’s home page is the face of your company, its showcase, and its entry point. This is where potential buyers get acquainted with the store and its products. Remember the 3-second rule? That’s exactly how long it usually takes a user to decide whether to stay on the site or leave. The main thing here is not to mess up and to correctly place accents, blocks, and slides.
- Define the purpose of the home page
The main purpose of an online store’s home page is to distribute traffic across sections and offer as many entry points as possible. This way, users are more likely to delve deeper into exploring the products. Remember: the less time a visitor spends on the home page of an online store, the better. According to the head of the UX/UI department, on average, only 2% of visitors scroll to the very end of the page.
When landing on the main page, the user either goes to the catalog to continue searching and selecting a product, or scrolls down. If the latter is the case, then the blocks need to be arranged correctly according to priority.
Depending on the marketing goals of the online store, there are two main tasks that the main page should accomplish:
- Maximum concentration of entry points
When it comes to a large hypermarket selling household appliances and electrical goods, the main task is to show as much of the product range as possible on the home page. Under the main banner, you can place a block of hot offers, promotions, discounts, popular and other products in the low or medium segment that can attract the visitor’s attention.
If the main page is not the main entry point, then its role is not so significant. Therefore, the main task will be to guide the user through categories and facilitate the search.
Implementation of the main page using the example of Zlato.ua
- Image component
According to a Sales Benchmark Index study, 78% of consumers are more likely to buy products from companies they know and trust. A well-thought-out design of the main page allows you to increase the recognition of your brand.
When it comes to an online store whose goal is to build a brand, the main page primarily serves a representative role and only then fulfills sales tasks.
For example, the main page of the Intertop online store is one of the most visited pages on the site. It is a well-known brand, and people come to the store based on brand recognition.
In this case, it is important to showcase the image of the online store and inform regular users about new arrivals.
- Use the main elements of the home page
There are generally accepted rules for designing a home page and key elements that need to be taken into account when developing an online store:
- For greater user engagement, a top banner can be placed above the header to announce promotions and news.
The main banner is the first thing customers see when they visit the site, so it serves several functions:
- It draws attention to the theme of the online store;
- It serves as an entry point to individual product categories;
- Attracts the attention of potential buyers;
- Informs about current offers and promotions of the store.
- Segment your audience on the home page
Creating multiple home pages is a new trend in e-commerce that works well in the fashion industry, for example, Intertop, Answer, and Zara. In this case, when a user visits the home page for the first time, they can be asked to make a selection based on key parameters: women’s, men’s, or children’s categories.
This allows you to personalize the main page of your online store and offer the most relevant products for each target audience. This allows you to take a more individual approach to the needs of buyers and, as a result, increases conversion rates.
- Take into account the characteristics of mobile user interaction
A mobile version of an online store is no longer a recommendation, but a requirement. According to statistics, in 2024 there will be about 4.88 billion mobile device users worldwide, and this number continues to grow.
This means that it is necessary not only to reduce and move elements of the site for the mobile version, but also to replace some blocks and parts of the store. For example, redraw the main banner and other images for portrait viewing on a mobile phone.
- Offer personalized content to regular customers
Most users tend to buy from brands that remember their preferences and provide relevant offers and recommendations. In fact, 72% of consumers say they only interact with personalized messages. To encourage customers to reorder, add the following blocks to your home page:
- A block with viewed products under the main banner. It allows users to quickly return to items they are interested in, compare products, and make a final decision about making a purchase.
- A selection of special offers based on customer preferences. This gives users the feeling that you understand their pain points and needs, which will increase their loyalty and encourage them to continue browsing the site.
