Navigating Your Ecommerce Website: Homepage Design Tips That Improve UX and Conversion

Navigating Your Ecommerce Website: Homepage Design Tips That Improve UX and Conversion

Anticipate What Customers are Looking for and Build Trust

Every day people visit your ecommerce website, but are you satisfied with your conversion rates? Specifically, are sales increasing and is your traffic translating into tangible business results?

You need more than page one Google rankings—customers need to able to navigate to the product or service information they want and trust you enough to provide you their valued information. Your website’s user experience (UX) should focus on building your visitor’s confidence by helping them meet their needs.

Think about Macy’s flagship store on Manhattan’s Harold Square or along Chicago’s famous Magnificent Mile; dress your home page with your best products and images. Your home page gets the most traffic­–regard it as the window to your ecommerce store.

Our Atlanta marketing firm has extensive experience helping clients design, build, and launch successful ecommerce websites. Following are our best practice marketing strategies and tips for designing a homepage that attracts and converts.

Navigation Bar

Your homepage should achieve two objectives:

  • Be appealing, engaging, and relevant enough to make the right impression, so first-time (and returning) visitors want to hang around for more than a few seconds.
  • Offer clear links to the interior pages your visitors will find the most relevant and interesting so they can quickly and easily find what they came for. Group ‘like’ and complementary categories together. For example:
  • Bestselling products/services
  • Most viewed products/services
  • New and featured products/services
  • Customer Testimonials

Offer Live Chat Customer Support

What if the customers have an inquiry while navigating your website? If you ask them to shoot you an email, there is a high possibility that will leave the page and move out of the sales funnel.

A 24/7 live chat support on the home page can ensure that customer queries are addressed quickly so that they can make their purchase decisions faster. It’s always nice to chat with someone to seek shopping advice; whether you want to offer chat services via a human customer care professional, a virtual assistant or a chatbot, is your decision.

Leverage Quality Photography

Now more than ever, the web is a visual medium and the dominant trend in web design the last few years has been beautiful high-quality photography. In the physical retail world, users can directly look at and touch the products they are considering purchasing. However, online, one of the only reliable indicators they have is product imagery. You don’t want your products (or services) to be represented by poor quality photography.

Optimize the Purchase Process

When it comes to the actual purchase, direct and straightforward is the best path to high conversion rates. As a general rule, you should have no more than two pages between your customer clicking the ‘Add to Cart’ or ‘Purchase’ button and the final checkout. Display the total price and the number of items in the cart and link to the cart page where they can view the details of their contents.

Design for Mobile

Finally last, but certainly not least, remember that your website is increasingly being viewed on tablets and mobile devices–not only on a desktop computer. That is why a mobile-first strategy for designing your UX can often drive up conversions. Google offers a useful tool to check whether or not your site is mobile friendly.

In a recent Adobe study, for the US, almost 38% of the websites in their sample were visited on smartphones and a whopping 52% for UK visitors. The study recommended improving and streamlining the mobile experience to increase your website’s conversion and ‘stickiness’ (a key measurement of acquisition and landing page performance).

How does your homepage stack up? Don’t assume your customers know your site as well as you do. Nail these basic UX best practices, and you’ll get Google and customers to love your site and purchase from you.

In part 2 of Navigating Ecommerce, we’ll provide our EWISE Communications marketing team’s recommendations for product page design that improves UX and conversion optimization.

Looking for an Alpharetta marketing company that serves Atlanta and understands business growth? Contact Us.