7 Pillars of a High-Converting eCommerce Homepage (+ Examples)

15 seconds. 

That’s how long it takes to convince visitors that your eCommerce homepage is where they want to be.

Your eCommerce homepage is one of the best places to 

• drive engagement, 
• boost conversions, and 
• reduce bounce rates.

In recent years, eCommerce website conversions hover a little over 2%.

So, your homepage needs to offer a lasting impression.

Here are the most important eCommerce homepage elements that have proven to boost profit. 

7 eCommerce Homepage Elements That Drive Conversions

1. CONSISTENCY (urge customers to make quick decisions)

2. BRANDING (make your customers feel at home)

3. NARRATIVE (show and tell your story)

4. NAVIGATION (ease product discovery for your customers)

5. TRUST (establish your credibility)

6. RECIPROCITY (give more than what customers expect)

7. CONNECT (show customers how you can help them)

1. CONSISTENCY (urge customers to make quick decisions)

A report shows that shoppers would rather scan than read in detail.

Consistent layouts can help shoppers easily absorb information and make faster decisions.

How to build a high-converting eCommerce website homepage:

a. Position your homepage elements in the most familiar places. 

A study was conducted 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. 

So, place the logo in the top-left corner, include a search bar prominently, and position important elements like cart and account information consistently. 

b. Arrange elements on the page according to their importance

Use larger fonts, bolder colors, or prominent placement for key elements like product categories, promotions, or new arrivals.

c. Maintain consistent branding for your ad traffic

Since many shoppers come from ads, your homepage needs to have similar elements, including colors, fonts, and imagery. 

This helps reinforce your brand identity and makes your site more recognizable to first-time visitors and repeat shoppers.

d. Use recognizable imagery 

Show images that resonate with your target audience and are commonly associated with your industry or products. 

For example, if you sell outdoor gear, use images of people camping, hiking, or enjoying the outdoors.

Tips from a high-converting website homepage example - New Look

We love how New Look’s homepage design blends familiarity with a twist. 

They have kept elements like the search bar, cart, account, and wishlist in the most familiar places. 

What did they change? 

Instead of above the header, they have placed the hello bar with promotions right below the main header with text that flows end to end. 

The navigation drop-down is also designed with top categories - Womens, Girls, Mens & Sale. 

It also has subcategory and sub-sub-category drop-downs. 

The tweak? 

Pricing visual cues in different colors to convince shoppers to explore more.   

2. BRANDING (make your customers feel at home)

50 milliseconds. 

That’s how long it takes most visitors to form an opinion about your website and decide whether to stay or leave.

Build a high-converting website with eCommerce homepage best practices:

a. Get your basics right

Answer the following questions to know that your eCommerce homepage best practices are in place:

• Does the first fold clearly show your unique value proposition?
• 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?

b. Apply a customer-first approach to your value proposition

When you create a value proposition with the customer in mind, it’ll seldom go wrong.

Whether it's free shipping, eco-friendly products, exceptional customer service, or exclusive offers, clearly communicate what sets your brand apart from your competitors.

You can use this template from Harvard Business Review:

• What is my brand offering?
• What sets my brand apart from competitors?
• Why should customers buy from you?
• What's the buying process like?

c. Make your homepage design responsive

Just like your homepage navigation, branding elements should look cohesive and recognizable whether viewed on a desktop, tablet, or smartphone.

d. Localize your store branding 

If you sell in multiple regions or markets, consider tailoring your branding elements to resonate with each specific audience. 

This may include adapting language, imagery, or cultural references to better connect with local customers and reinforce your brand's relevance.

Tips from a high-converting website homepage example - Krave

We love Krave‘s homepage design which shows off the brand’s colorful personality. 

First-time visitors are bound to remember the yellow background, clean layout, and product packaging.  

The eCommerce homepage also utilizes subtle UX effects where the CTA button becomes bigger on hover.

The homepage also uses a promo teaser that sticks on the left sidebar even as you scroll down. 

It only expands into a pop-up when clicked.  

As you scroll down the homepage, the second fold introduces product offerings under two main categories ‘Classic Krave’ and ‘Zero Sugar’. 

Again, on hover, the background color of the product images changes to show which product is selected, reinforcing the brand and product colors.   

3. NARRATIVE (show and tell your story)

A study shows that 63% of people remember stories.

And yet, many eCommerce stores shy away from stories, instead inundating visitors with statistics and other bland details.

How to build a high-converting eCommerce website homepage:

a. Create a compelling hook 

Capture visitors' attention with a compelling hook that draws them into your story. 

This could be a bold statement, an intriguing question, or a captivating visual that piques curiosity and encourages further exploration.

b. Achieve a balance between selling and telling a story 

Generate curiosity and awe in the potential customers 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. 

c. Use visual storytelling 

Include visual elements such as images, videos, graphics, and animations to enhance your narrative. 

Visual storytelling can evoke emotions, convey information effectively, and create a memorable impression on visitors.

Tips from a high-converting website homepage example - Groundwork 

Groundwork, an organic coffee brand does a great job at building a narrative on their homepage.  

See how they show multiple banners above the fold that talk about their different offerings like gift subscriptions, bundles, and online exclusive products.  

When you scroll down, the headline reiterates the product’s USP ‘Certified Organic. Always and forever’.  

In this section of the homepage, the product titles support the brand’s organic USP as well.  

4. NAVIGATION (ease product discovery for your customers)

The eCommerce industry sees bounce rates anywhere between 20% and 45%. 

However, optimized navigation can help to keep your shoppers around for longer, in turn, giving you more time to convince them to buy from your online store.

Build a high-converting website with eCommerce homepage best practices:

a. Get rid of unnecessary visual clutter

Include minimal elements in each fold to improve scannability, and readability so shoppers can explore your website without feeling overwhelmed. 

b. Make the scrolling action short and relevant

Infinite scrolling makes it difficult for shoppers to navigate to specific sections of the homepage quickly. 

Divide the homepage into scrollable sections, each focusing on different categories or types of content. 

Shoppers can navigate between sections using clear navigation links or buttons, providing a structured browsing experience.

c. Ensure that your eCommerce homepage is accessible to all shoppers

Incorporate accessibility features such as screen reader compatibility, keyboard navigation, and alternative text for images. 

Adhere to web accessibility standards to provide an inclusive browsing experience for all users.

Tips from a high-converting website homepage example - Dossier

We love Dossier’s homepage banner with a ‘Shop new genderless’ CTA so targeted shoppers know the brand is inclusive. 

Subtle and effective.     

A product quiz on the header can help shoppers discover products tailored to their preferences. 

When you click on see details near the promotion on the hello bar, it expands into a pop-up to show all the promotional details with an actional CTA. 

To help shoppers discover products faster, the search feature drop-down shows search prompts and tags like ‘most popular searches’. 

The search drop-down also shows popular products with product thumbnails, star ratings, and prices. 

5. TRUST (establish your credibility)

An average consumer reads 10 online reviews before making a purchase decision.

Furthermore, 82% of Americans say they seek recommendations from friends and family before a purchase. 

You should also read: 5 Things That Harm eCommerce Domain Reputation (+ 10 Ways To Recover It)

How to build a high-converting eCommerce website homepage:

a. Use numbers in your social proof

Highlight the number of reviews and average rating for products. 

For example, "Over 500 five-star reviews" or "Rated 4.8 out of 5 by 1,000+ customers." 

This provides social proof of product quality and customer satisfaction.

b. Showcase your social media presence on the homepage 

Include links to your social media profiles or display social media feeds. 

Active engagement on social platforms demonstrates transparency, authenticity, and a commitment to customer interaction.

c. Hook your audience with video

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

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.

Tips from a high-converting website homepage example - Blume 

We love how Blume highlights customer reviews right on the homepage banner for their newest product. 

The homepage also shows logos of publications that have featured Blume’s products to establish their authority in the beauty industry. 

The brand also has an endorsement from a certified dermatologist to assure shoppers about their purchase.   

The next section highlights positive feedback from satisfied customers to reassure visitors about the quality and reliability of Blume’s products.

Shoppers can also sort and filter reviews to see recent reviews. 

You must read: 33 Scientific Ways To Improve eCommerce Product Discovery

6. RECIPROCITY (give more than what customers expect) 

There are some default expectations on eCommerce websites, including:

• free shipping
• discount on first purchases 
• loyalty program, and 
• referral schemes. 

However, to differentiate your online store, you can offer more to persuade shoppers to purchase. 

How to build a high-converting eCommerce homepage:

a. Mystery discounts for repeat customers 

Provide customers with the opportunity to unlock mystery discounts at checkout. 

For example, offer a "spin the wheel" feature where customers can spin a virtual wheel to reveal a random discount or offer. 

This surprise element can incentivize customers to complete their purchases and return to your store for future shopping.

b. Random freebies or samples 

Include a mystery freebie or sample with each purchase as a token of appreciation. 

Customers won't know what they'll receive until they open their package, creating a sense of anticipation and delight. 

c. Launch a sustainable rewards program 

Create a rewards program to incentivize customers to engage in sustainable practices like recycling packaging or participating in eco-friendly initiatives. 

You can offer rewards or discounts to customers who demonstrate their commitment to sustainability, fostering a sense of shared values and reciprocity.

You might also want to check: 8-Step eCommerce Promotion Strategy With Examples

Tips from a high-converting website homepage example - Adore Beauty

We love Adore Beauty’s above-the-fold design on its homepage.

They have a little of everything - free express shipping, free samples, 130-day returns, and promotions for new customers. 

When you scroll down, the homepage UX shows product-specific guides for shoppers.

Writing helpful content like this can help showcase your expertise and authority in your niche or industry.

7. CONNECT (show customers how you can help them)

Research shows that almost 96% of consumers will leave due to poor customer service experience.

Therefore, positive customer service offerings can help to create deeper connections with customers, drive brand loyalty, and differentiate your brand in a competitive market landscape.

How to build a high-converting eCommerce homepage:

a. Be available, above the fold

Keep 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.

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.

b. Integrate virtual shopping assistants 

Offer personal assistant who can tailor product recommendations and support throughout the shopping journey, enhancing the overall shopping experience.

c. Implement AR technology 

Through AR, shoppers can see how products look in real time, facilitating more informed purchasing decisions and reducing returns.

Tips from a high-converting website homepage example - Gerber

We love how Gerber has a very customer-friendly homepage design. 

Since they sell baby food, which needs to be purchased after careful consideration, their eCommerce homepage has many different communication channels. 

They have placed their customer care blog on the hello bar and the header under the search bar for different types of target audiences.  

A chat widget on the bottom left corner has multiple customer service routes for different conveniences. 

Frequently asked questions: eCommerce website homepages 

1. Why are eCommerce homepages important?

Your homepage is often the first thing visitors see when they land on your site. 

It sets the tone for their entire shopping experience. 

A well-designed homepage can make a positive first impression, encouraging visitors to explore further.

eCommerce Homepages are prime real estate for promoting sales, discounts, new arrivals, or featured products. 

Strategic placement of banners, sliders, and call-to-action buttons can effectively drive traffic to key areas of your site and boost conversions.

Statistics show in the level of importance, homepages rank second after product pages:

2. What are some eCommerce homepage best practices?

With compelling and user-friendly high-converting websites, you can effectively engage visitors and drive conversions.

Here are some eCommerce homepage best practices to consider:

• Clear navigation
• Prominent search bar
• Featured products
• Compelling imagery
• Clear value propositions
• Call-to-action buttons
• Customer reviews/testimonials
• Mobile optimizations
• Social proof
• Newsletter signups
• Fast loading speed
• Seasonal or holiday themes
• Security badges

3. What design elements should you prioritize for an effective eCommerce homepage?

Prioritize elements such as clear product imagery, prominent calls-to-action, intuitive navigation menus, and engaging banners or sliders that highlight promotions or new arrivals.

4. How to balance aesthetics with functionality on your eCommerce homepage?

Aim for a balance between aesthetics and functionality by incorporating visually appealing design elements that also serve a practical purpose in guiding visitors towards desired actions, such as product exploration or checkout.

5. What are some common pitfalls to avoid in eCommerce homepage design?

Common pitfalls include cluttered layouts, confusing navigation, slow loading times, lack of mobile optimization, and excessive use of pop-ups or intrusive elements that disrupt the user experience.

Don't forget to read: 30 Mobile Optimization Tips For eCommerce (+ Examples)

6. What metrics should I track to evaluate the effectiveness of my eCommerce homepage UX?

Key metrics to track include bounce rate, time on page, conversion rate, click-through rate on calls-to-action, and user engagement with specific homepage elements such as banners or featured products.

7. How can I gather feedback from shoppers to improve eCommerce homepage UX?

You can gather feedback through methods such as user testing, surveys, heatmaps, session recordings, and analyzing customer support inquiries or complaints related to homepage usability issues.

Recommended reading for eCommerce website homepages:

28 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 eCommerce Homepage 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.