Conversion Optimization

8 Pillars of a High-converting eCommerce Homepage (+ Examples)

Don't lose out on turning your visitors into customers. Learn the tips the best industry brands are using to create a high-converting eCommerce homepage.

8 Pillars of a High-converting eCommerce Homepage (+ Examples)

Your eCommerce homepage is one of the best places to drive engagement, boost conversions, and reduce bounce rates.

Once a visitor lands on your homepage, 15 seconds is all you have to convince them that your homepage is where they want to be.

And this makes this page one of the most high intent pages across your entire store. 

As of 2024, eCommerce conversions hover a little over 2%—and through our work with varied brands, we’ve figured out one common element –

the homepage offers a lasting impression

Even statistics show homepages rank second after product pages:

High-converting eCommerce Homepage

8 eCOMMERCE Homepage Elements That Drive Conversions

Your homepage is where most visitors come flying in first. Even if they land up on a different page, it’s likely they will come back to the homepage to get more context. 

Psychology of the online shopper says your homepage offers a larger reflection about your brand. 

And that’s where it all starts, be it an interest in your offers or the desire to sign up on your email list—so here we go listing out aspects that YOUR business homepage needs to irrefutably carry. 

The secret to creating a high converting website is to know your visitors’ minds and get your homepage right. 

1. FAMILIARITY (help your customers make QUICK decisions)

Because shoppers would rather scan, it’s necessary that you place homepage elements in their most familiar placements. 

The idea is to offer your (potential) customers the option of using the least amount of effort to absorb information and make decisions.

(Yes, this comes a step before they’d even want to click that CTA!)

Example: Guud

Gudd - High-converting eCommerce Homepage
What works:
  • The top nav bar shows “shop” and “about” on the left and displays the symbols for “search”, “cart” and “account” on the right
  • Their above-the-fold image is a GIF showcasing their hero products
  • The product ranges appear in categories as one keeps scrolling
  • Crucial company information like “about us”, “shop policies” and “refund policy” appear in the footer

TAKEAWAYS

Keep the logo ideally to the top left

When the Nielsen Norman Group conducted a study across 120+ participants to find out how logo placement changes user perception, they found that participants who saw the logo to the top left actually had better recall. 

Have the hero visual on the right & hero message to the left

By separating these elements for visual relief, you bring greater focus to each of them. 

Design sticky buttons in a distinctive color contrasting the rest of the page. 

This way when you enclose important info like membership perks or live chat features within it, shoppers are pulled to click on it. 

2. BRAND (make your customers feel AT HOME)

Most visitors form an opinion about your website and make a decision about whether to stay or leave - in just 0.05 seconds.

Bringing your brand out effectively is one of the key eCommerce homepage best practices—here are a few important questions to reflect on:

  • Does the first fold convey the unique value proposition clearly?
  • Do your headlines and subheadings convey what your visitor wants to hear?
  • Are they using the right terms that can hold the shopper’s attention?
  • Do they communicate things that may be useful for the visitor?
  • Does the ‘About Us’ adequately convey the brand philosophy?
  • Is the SSL certificate in place & operational?
  • Are trust seals placed at relevant intervals?

Example: Cocokind

Cocokind - High-converting eCommerce Homepage
What works:
  • Succinct copy that clearly explains the benefits
  • The visual elements—color palette and product photography—complement the copy perfectly

TAKEAWAYS

Bring a customer-first approach to your value proposition

When you create a value proposition with the customer in mind, it’ll seldom go wrong. Understand how your products and/or services offer value to your customers, and convey this on your homepage.

Use this template from Harvard Business Review:

What is my brand offering?

What job does the customer hire my brand to do?

What companies and products compete with my brand to do this job for the customer?

What sets my brand apart from competitors?

Come up with a headline that is crisp, to-the-point, conveys value, is super convincing and:

  • Includes a number (according to Debra Jason, these work as “brain candy”)
  • Addresses customer pain points (goes the mile while creating relatability)
  • Pays attention to SEO (what good is a website if it doesn’t rank?) 

Pro Tip: Use contrasting colors, such as Orange, Blue, Red, Green, for your headline. They’re known to bring in at least double the conversions. 

3. NARRATIVE (tell customers why you are the RIGHT choice)

In our run to create differentiation for clients across industries, we’ve found that there’s something beyond the USP that make a high converting website:

The narrative. 

It represents the story the brand has created and believes in will change your life - one product at a time. 

Example: Groundwork

Groundwork - High-converting eCommerce Homepage

What works:

  • Highlights “certified organic” status for the benefit of an aware audience
  • Conveys ease of ordering/picking up and “meet me at the inbox”
  • Use of simple action words on the left - “sip”, “subscribe”, “find” etc. 

TAKEAWAYS

Achieve a balance between selling and telling a story. 

Generate curiosity and awe in the potential customer by telling them how your brand became what it is. 

A good story can always ease people into taking the next steps—for example, talk about the impact your brand and products are creating. 

Help people imagine more than they would on their own.

Tell your shoppers the future they can anticipate when they engage with your brand or buy your products.

4. Inspiration (make your customers WANT to act)

Is it any wonder that the eCommerce industry sees bounce rates anywhere between 20% and 45%?

One of the most respected (for a reason) eCommerce homepage best practices to work with is inspiring content. 

Example: Hill Wild

Hill Wild - High-converting eCommerce Homepage
What works:
  • Unique categories in primary navigation for shoppers to explore/act
  • Limited sections & scrolls so that shoppers don’t experience choice paralysis
  • The fat footer is split into two parts - the first features all their products and the second, company info

TAKEAWAYS

Get rid of unnecessary visual clutter

Pro Tip: Include minimal elements for each fold. This will instantly improve scannability, readability and in turn inspire shoppers to take action. 

Make the scrolling action short and relevant

Inspiration is like lightning. You never know when it will strike. 

When it comes to the eCommerce homepage, inspiration has to fight with super short attention spans. 

Pro Tip: Feature only four to five aspects of interest (based on what your target audience prefers) across the homepage. These would have to cover both transactional and non-transactional aspects of user engagement. 

Need some inspiration to get your buyers inspired? Read The Founder's Guide to Customer Journey Map (eCommerce)

5. PRODUCT (prove that they can TRUST you)

To do this, bring on the not-so-secret weapon: social proof.

Bring in the testimonials, success stories, badges, and awards—they add the final layer of trust a high converting website.

Know what gives your brand an even better boost? 

When a celebrity (or/and fellow customer) endorses your product and/or service.

Example: Nature Valley

Nature Valley - High-converting eCommerce Homepage
What works:
  • Celebrity endorsement. When you see a popular face like Daveed Diggs associated with the brand, who wouldn’t be interested?
  • They use numbers in their social proof. This is GREAT because it not only hooks the audience, it also leads them to a more powerful message 

TAKEAWAYS

Use numbers in your social proof

Did you know? There are six different types of social proof:

Influencer | Celebrity | User | Wisdom of the crowd | Wisdom of your friends | Certification

Fun fact: odd numbers are considered to be more authentic than even ones.

Hook your audience with video

Research says that your visitors are 174% more likely to purchase from you after seeing a video.

Pro Tip: Start your video with a question. It’ll hook your audience, even if it’s not a subject they’re particularly curious about. Why? Humans have a natural tendency to solve problems. Use it in your favor.

6. MAPPING (make your customers' lives EASY)

Remember, the goal is to make them choose your brand over others'.

Make their search easyr with an easy-to-find product range, simple navigation, and convincing CTAs.

Example: Bliss

Bliss - igh-converting eCommerce Homepage
What works:
  • The drop-down menu on their homepage categorizes their products into new arrivals, body care, skincare, and the entire range if you want—it further classifies the products by category, collection, and skin type
  • The clean interface and light tones help make navigation easy without overwhelming the visitor
  • The search box auto-fills the products based on what you type, making discovery easier

TAKEAWAYS

Tweak website navigation to your audience’s needs

Focus on usability while allocating menu bars since 38% of visitors are prone to leave your site if they’re not happy with the layout or content.

Pro Tip: Go beyond the product-based categories and build categories built on use cases i.e situations in which customers are likely to use those products (such as 4th July weekend, date night in, or festive dressing). This will not only help with cross-selling, but it’ll also help build a salience between the products.

Hey, have you seen this? 11 navigation changes (across the funnel) to improve conversions

Optimize your Search Bar for high-intent visitors

43% of visitors immediately head for the search bar.

One thing that’ll go a long way: autocomplete.

Another thing that works well: rich content search results.

Pro Tip: Use Natural Language Processing (NLP) to make the search function more “human.”

Use smart tech to build a mobile-first experience

At least 85% of shoppers expect your mobile website to be just as good or even better than the desktop version. 

Pro Tip: 

Look into tools like Adobe Edge Reflow, Wirefy, and InVision. They go a long way in helping you improve your website responsiveness.

7. CONNECT (show your customers how you can HELP them)

Adding diverse communication options such as a phone number, email address, contact form, live chat, and FAQ section will make it easy for your visitors to reach out.

Example: Jackie Smith

Jackie Smith - High-converting eCommerce Homepage
What works: 
  • This website adds a warm and inviting live chat option that encourages visitors to engage
  • They add a hint of personalization by adding the names of support staff
  • They also include contact information in the footer along with social links

TAKEAWAYS

Be available, above the fold

Keeping at least one contact option above the fold puts your visitors’ minds at ease as they know they can reach out in case of anything.

Pro Tip: Use a sticky menu to have your contact information visible at all times.

So, in a panic-driven situation where customers need to get in touch, they’ll know exactly where to go.

Optimize for mobile 

Make sure you add a Map link that can enlarge in a new window. Adding a clickable call is also another great mobile-responsive feature you should incorporate on your homepage.

Pro Tip:  Be sure to integrate your contact information with the supporting browser so customers can click on the number on their laptop to generate a phone call.

8. UX (make your customers LOVE your website)

Do you know why some eCommerce websites do SO well? Simplicity.

When customers are acquainted with the simple features, they’re far more likely to place multiple orders.

Example: Big Haat

Big Haat - High-converting eCommerce Homepage
What works:
  • They’ve made clever use of colors to contrast the CTA button and get users interested
  • They’ve ensured visual hierarchy is maintained 
  • They’ve used high-converting words such as “sale”, “buy”, and “free” to prompt users 
  • Additionally, they’ve added their accreditations in the top left corner

TAKEAWAYS

Protect against information overload

An intuitive interface will act as an incentive to the customer to take the next step towards conversion.

Pro Tip: Make the process easier by offering quizzes that will help the customer get a personalized recommendation without having to go through the entire catalog of products.

Prompt action with your CTAs

Pro Tip:  Use action words in your CTAs. Stuff like “now”, “get”, and “register” are known to show greater conversions.

Ensure page load time < 4 secondS

Research shows that if your page load speed exceeds 4 seconds, you can expect around 38% of your visitors to leave.

Statistics - High-converting eCommerce Homepage

Pro Tip: You can make performance-related improvements (such as caching web pages or leveraging AMPs) or content-related improvements (such as reducing image size) to ensure better page load times.

Recommended reading:

21 Inspiring eCommerce Homepage Examples (not your usual brands)

23 Ways to Boost eCommerce Homepage Conversions (2024 edition)

9 Critical eCommerce Homepage mistakes (and Creative solutions)

153 A/B Testing Ideas for eCommerce (Homepage, PDP, Cart, Checkout)

Ace Your Homepage With Great UX

98% of visitors who visit an eCommerce site—drop off without buying anything. 

Why: user experience issues that cause friction for visitors. 

And this is the problem ConvertCart solves. 

We've helped 500+ eCommerce stores (in the US) improve user experience—and 2X their conversions. 

How we can help you: 

Our conversion experts can audit your site—identify UX issues, and suggest changes to improve conversions. 

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