...Would you buy it? To increase conversion rates on your eCommerce store, you need a front page that turns heads. Adding these 3 simple elements will do the trick.
Yes, I know that very few eCommerce businesses actually aspire to be TIME magazine (that would make for a strange lingerie store).
But your challenge of converting customers is actually very similar to the challenges a magazine faces in peaking the interest of readers. In essence, you both need to make your (potential) customers interested within seconds.
But within seconds? How important can this really be? I'm glad you asked. Just chew on this for a second...
79% of your customers will merely scan your page and not actually read it. And if you haven't peaked their interest within the first 8 seconds of their visit, a majority will be out the door again.
This is why it's crucial for you to quickly make a memorable first impression.
...And implementing the following 3 elements in the design of your front page will increase your conversion rates:
Top. The eye candy
First of all you need to start with a visually attractive banner that displays a featured product or core service of your webshop (make it b-e-a-utiful, as Ace Ventura would say).
...And this is where the front page of your eCommerce store is very much like that of TIME Magazine.
The purpose of the banner is basically to give your customers a delicious appetizer that leaves them hungry for more. For instance, have a look at how JM&Sons have achieved this:
The raw look of this banner represents the feel of the business and puts the customer in the right state of mind from the get-go.
...And if authentic, Canadian handicraft is what you're looking for, would you exit the page at this point? I wouldn't.
But a sexy banner on your front page is also a fine chance to effectuate your sales strategy.
Use the banner to affect the shopping behaviour of your customers by introducing them to the latest fashions on your webshop — such as a bench handcrafted in Toronto.
Simple, but oh-so-effective.
Middle. Personal product recommendations
»Aaaw, you picked these items just for me?«
Next step on your front page would be to display sliders with personal product recommendations.
And this where we need to take the gloves off and be brutally honest for a second. Because the truth is that most shoppers landing on your front page will be looking to leave again as soon as possible.
...And don't take it personally. Truth is that (thankfully) there's just more to life than online shopping. And this is why personal product recommendations is an indispensable tool for you and a great service to your customers.
When a company, such as Amazon.com, display product recommendations based on their customer's sales-, click- and browsing history, they do it to increase the probability of quickly pairing him with the exact item he's looking for (and yes, I like Band of Brothers).
This way your customer is able to conclude his shopping in little more than five clicks, which gives him more time to go kitesurfing or watch Girls on HBO.
Oh, and by the way: in offering your customer these "special picks", you also improve customer retention, which is an important metric when running a successful online business:
45% of online shoppers are more inclined to return if you offer personal product recommendations.
Yep. Creating this seamless and personal shopping experience for your customer also creates a great reason for him to come back the next time he needs tea, tracksuits or whatever you sell.
Bottom. Popular products and best offers
»Psst. Look at what your neighbour bought...«
The final element to include on your front page is sliders with popular products and best offers of your eCommerce store.
This is where you appeal to your customer's herd mentality. Because if so many customers have bought Chocolate Honeybush tea, it must be heavenly, right?
Using peer approval in connection with product recommendations adds great value to those products.
Most of your customer will (consciously or unconsciously) feel more convinced about buying a product if a majority of shoppers already bought it.
Also, by highlighting the most popular products on your eCommerce store, you increase the chances of serving your customers the right products on a golden platter.
And that's actually it. I told you it was simple.
Best offers and popular products is your final (but effective) move in converting visitors into customers on your front page.
But before you lean back in that chair of yours, just remember that no matter how well-structured, cool and captivating your front page is, there will always be potential customers falling through the cracks...
Nothing works! Now what?
If this happens, it could mean that your customer is just browsing and has no intention of making a purchase this time around.
...Or, (dramatic pause) it could mean that your customer is not that into you (annoying, but we both know that it happens).
But no matter why your customer still hasn't responded to anything you placed in front of him, it's important that you play it cool at this point.
Yes, it can be tempting to design your front page like that infinity pool you posted on Instagram last Summer. But trust me: the infinity-thing works better with the pool than the page (nice pool, by the way).
Have you ever tried reaching the footer of the Netflix homepage? It's almost an accomplishment, right? Netflix is that pool. That pool is Netflix.
And even though you're eager to apply the same strategy to find something that your customer likes, you really shouldn't.
A never-ending list of products on your front page can be almost stressful to your customer and give him a bad user experience. Who knows, he might actually be trying to reach the footer to find your contact information or terms of service...
So, to sum some of this up: you can increase conversion rates by including the following elements (roughly in the following order) on your front page:
1. A b-e-a-utiful banner
2. Personal product recommendations
3. Popular products and best offers
How you mix and match these elements depends on your line of business and style of design. It might be relevant for you to also add videos, articles or additional banners to your front page.
There's really not one winning recipe — just know your limits and don't be afraid to show your footer... (notice that I managed to end this post with a very questionable sexual innuendo).
With our product recommendation software you can create a high-converting front page that gives your customers a tailor made shopping experience from the second they enter your site.
And if you haven't already, don't forget to get a FREE REVIEW of your eCommerce store for a step-by-step guide on how to increase your online sales.