A physical store can display its items through its window. But how do stores do it? online? Your best cover letter is, without a doubt, your home page or home page.
And the first sensations that visitors get when entering your website will be decisive in whether they continue browsing or not.
If you have good SEO and traffic is coming to your product pages, what do you think these users will do next? They will want to go to your home to know who you are, what you offer and why they should trust you.
Therefore, if you are the owner of a ecommerce You must create an attractive and usable home page, so that the user feels comfortable browsing it.
What parameter indicates whether the home your ecommerce is working?
If you already have a home page in your store online, I recommend that before touching anything, check that it works. And precisely one of the parameters that will help you decide whether to do a more in-depth review will be the Bounce Rate, with the help of Google Analytics.
How do we interpret this metric? A low bounce rate (less than 30%) indicates that your store online It is well worked and the users who visit you stay for a while browsing it. And this will positively influence your SEO positioning.
Instead, If you have a bounce rate between 30% and 50% (or higher), it is a sign that you need to make a change and make improvements, related to SEO or optimization of the home of your site. Today we will focus on the latter, with the aim of achieving new leads and conversions.
Essential factors for your home page
Before delving into what are the specific elements for a home work, you must differentiate these three factors well:
- Design and usability: It is important to have an attractive design, to attract attention, and usable, so that the user can quickly and easily find what they are looking for.
- Content: In addition to working in a good copy, it is necessary to include contact information and an “About us” on the home page, in the menu, to generate trust.
- Promotions: Irresistible offers are always a good way to capture attention, with quality images of the products and offering different payment methods to make it easy for the customer.
What elements should you work on? home?
Check if the home from your store online includes all these elements. If not, you should start optimizing it as soon as possible:
Simple design
Don't overload your store design online with interactive images, GIFs, icons and banners. The simpler and more minimalist it is, the better users will see your message and your offer.
Therefore, if you want to attract the user's attention, do it with a single element and not with several at the same time. Always prioritize usability over aesthetics and always keep this phrase in mind: Less is more!
Some tips you should keep in mind:
- Harmony between text and image.
- Have your corporate image defined. Do you already have a professional logo?
- Do not use more than four colors and apply the corporate colors.
- Legible typography.
Menu by categories
Differentiate the categories and subcategories of your store well online, always thinking about how users search.
The ideal is that there are categories and these are displayed in subcategories. If you offer a large number of products, you will probably find it more convenient to use two menus: a main menu with the most important products and a second menu to display other items.
News section
If you have new items in your catalog, leave a space in your home to highlight them. But if at any time you don't have new products to show, you don't need to upload anything to the website.
Visible search engine
With a ecommerce A professional search engine is essential, with which the user can quickly find something specific from the store.
In addition to facilitating navigation, these are other benefits and uses that you can give it:
- It improves SEO, since when using the search engine, the user spends more time on the website.
- If there are no results for a search, you can configure it to propose other options that interest you.
- You can help the user find what they are looking for by configuring the search engine and adding suggestions, autocompletion, synonyms, missing words or including specific details such as color.
- It allows you to choose which product you want to display first.
- You can offer discounts for certain searches.
No more than two promotions
Advertise many promotions on your home It doesn't mean you're going to sell more. Therefore, if you have three or four promotions, put the one that interests you the most and place the rest on the product pages.
If you choose the option of including a slider (slideshow) on the home page, I recommend that you do not put more than three offers or you will make the user confused.
On the other hand, remember that Promotions have an expiration date and you must update them almost daily. If you don't, you will get a high bounce rate.
Accessible cart
Use a basket or cart in which the user can easily add, modify or delete a purchase without leaving it.
Ideally, the number of products that the consumer has added and their value should appear in the cart.
Call to action of help
Add a help button to the home after showing some of your products or news. Many users with questions should be able to resolve them or else they will leave the page.
To avoid this, add a button that redirects to a form or, better yet, integrate a chat customer service.
Eye! If you are going to use more than one call to action, make sure they both have the same goal. For example, a “Learn More” button that directs to a specific service page with more details.
Relevant information about the company
Any user, before buying in a store online For the first time, you learn about who is behind that company and if you can trust it.
Therefore, they must find a section in the main menu that talks about the company or the team. Many choose to place this section in the footer or footer, but I don't recommend it.
It is also important to place the links to your social networks at the top right, clearly visible, so that the user who is curious to know more about you can access your profiles.
Legal texts
In the same way that the RGPD (General Data Protection Regulation) is mandatory for the client, whether or not they decide to browse with cookies, there is other information that must be collected on the home page, either in the footer or in the main menu. These are the rights and guarantees of the client.
In addition to the legal texts, you should add other navigation links to your website in the footer that you consider relevant, complementary or helpful to the user.
Trust seal and secure payment
Finally, to generate trust and security in users, you must show in the home a seal of trust online, as well as the different secure payment methods that your store offers.
