Growthletter

17 Stategies for your Homepage (Pt1)

The Ultimate Guide for the Most Important Page of Your Ecommerce.

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The article you're reading is edition No. 4 of our Growthletter, the newsletter where we publish advanced ecommerce strategies every week

Hi, how are you?

I hope this message finds you well.

We’re already halfway through September, and it’s time to really start pushing forward.

From now on, two things will begin to happen in the world of e-commerce:

  • As we approach Q4, the bids on various advertising channels will start to increase, which means that traffic will become more expensive.
  • The Autumn/Winter period will begin: it will get colder, it will be dark by 5:00 PM, and people will spend more time indoors. Heaters will be turned on, and more electricity will be consumed.


Given the unfortunate geopolitical situation and the steep increase in various costs such as gas and electricity, utility bills will be much higher.

What happens when people spend more money on utility bills?

Simply put, they will have less money to purchase other products, which could likely lead to a contraction in demand.

Now, I don’t want to spread panic; after all, we’re all in the same boat—I’m just analyzing the situation.

The only thing an e-commerce business can do now is focus on what it can control.

 

We don’t control the cost of gas,

Nor the economic availability of people,

Nor largely the costs of advertising bids,

 

So, what do we control?

Simple, the experience that users have with us.



We can divide this experience into three moments:

  • Onsite experience – the user experience on the website.
  • Product experience – the experience from the moment they receive the product.
  • Offsite experience – the experience with all our communications outside the website.


In the coming days, you will receive a comprehensive and detailed guide to optimizing your onsite experience…

Specifically, to optimize your Homepage.

The Homepage is indeed one of the most important pages.

If you check your Analytics, you’ll probably see that it’s the page with the most traffic by far.

Moreover, the Homepage also has the best chances of ranking high in search engines, so a good percentage of organic traffic will land on this page.

[I have divided this “definitive guide” into two parts: this is the first part, and this is the second.]

So buckle up, we’re taking off!

To effectively design the Homepage, we first need to understand its role.

A Homepage has three main objectives:

  1. Communicate the value proposition.
  2. Build trust around the company.
  3. Guide people downward through the buying journey.

 

FIRST GOAL:

VALUE PROPOSITION

Since the Homepage is typically the main landing page, it is imperative that it communicates the value proposition effectively. Clearly communicating the value proposition is the most crucial part.

Your value proposition is a textual and graphical structure (title, subtitle, and perhaps even a bulleted list, which always converts well) that should answer these questions:

  • What can I do here?
  • Why should I do it?
  • How is the offer better/different from all others?

 

Today, people’s attention spans and patience are extremely limited.

The entire world suffers from attention deficit disorder…

If users don’t get the answers from your Homepage within a few seconds, they will leave.

No user will navigate to other pages to make an effort to understand.

If you haven’t captured them on your Homepage, you’ve lost them forever.

Particularly, what must best express your value proposition is the Above the Fold section.

The Above the Fold is the part of a page that is visible without the user having to scroll.

Therefore, first and foremost, you need to identify your value proposition by answering these questions:

  • What can I do here?
  • Why should I do it?
  • How is the offer better/different from all others?


Then, you need to figure out the best way to articulate it. Indeed, there are countless ways to say the same thing.

How to find the best way to express the value proposition of your e-commerce?

Here are three practical strategies for doing so:

1 – Create Different Variants of the Homepage and Conduct A/B Tests.

Analyze the data and see which variant has a lower bounce rate, higher dwell time, and more actions toward purchase (adds to cart, checkout initiations, and purchases)

 

2 – Use the POST-IT Campaign.

This is nothing more than a Facebook campaign where you test different angles of your value proposition.

I call it POST-IT Campaign because the image I recommend using is an actual post-it note.

There should be no special graphics, no specific CTA, etc. The only variable should be the copy and the angle of communication.

Create an ABO (Ad Set Budget Optimization) campaign on Facebook. Within this campaign, include an ad set for each value proposition. Each ad set should contain three identical ads.

Gather sufficient data, aiming for at least 20,000 to 30,000 impressions per ad set, and then analyze which angle performs the best in terms of Cost Per Click (CPC) and Click-Through Rate (CTR).

3 – Conduct a 5 Second Test.

The 5 Second Test is a usability testing method that measures how quickly and clearly a page communicates a message.

It helps evaluate the first impressions of customers when they view your Homepage.

This test is particularly useful because, as mentioned earlier, people’s attention spans are very low, and if you don’t communicate your value proposition clearly within the first five seconds, they will leave.

How to perform the test? It’s really simple:

  • Gather a number of participants who are not familiar with your e-commerce.
  • Show them your Homepage on their device for just 5 seconds.
  • Ask them questions like: What is the main thing you can remember? What do you think this e-commerce sells? What makes this e-commerce different from all the others?


If you find it challenging to gather participants who are not familiar with your project, there are several online tools such as
Usability Hub, Maze o UseBerry that can facilitate this process.

 

SECOND GOAL: BUILD TRUST AROUND THE COMPANY

After identifying the right message and value proposition, you must demonstrate reliability.

You might have the best value proposition in the world, but if people don’t trust you, they won’t buy.

Here are 7 strategies I recommend applying to convey trust and security on your homepage and your site more generally:

   1. Create a Professional Brand Identity.

The visual aspect is the first element by which your site is judged.

If you haven’t already, you MUST hire a Brand Identity Strategist to plan the visual appearance of your e-commerce: colors, typography, logo, etc. are the very first elements that convey trust and security.

If your logo was done cheaply on Fiverr and you chose colors just because “you liked them,” you are completely off track.

 2. Make information on your site verifiable.

Research has shown that people no longer trust reviews that a brand places on its own site.

They are aware that these can be “manipulated.”

Therefore, when you include trust elements and social proof, you must play Devil’s Advocate.

If you include a Trustpilot badge, make it clickable so that people can actually go and check the site.

If you mention newspapers that have featured you, include screenshots of the article.

 3. Demonstrate that there is a real company behind it.

If your brand is not yet strong, but you have a physical organization behind it, communicating this will improve your perception.

The average person trusts what they can see and touch; an online e-commerce site is not a tangible element to them.

Include one or more physical addresses where your company is located. Show photos of your offices, your warehouses, where you produce your products, etc. All this will increase the credibility of your e-commerce.

This is a great example from Velasca that shows the workshops where their products are made.

 

4. Prove There Are Real People Behind Your Site.

Besides displaying the physical setup of your business, it’s also beneficial to showcase the faces of the people involved.

For example, you could feature the founders of the company, sharing their stories.

This adds a personal touch and helps customers feel a deeper connection to your brand, reinforcing trust by showing the human element behind the operations.

(This, for example, is a section we included on the homepage of Be Your Bag.)

5. Make It Easy to Contact You.

A simple way to increase your site’s credibility is to clearly provide your contact information: phone number, physical address, and email address.

Alternatively, adding a live chat feature in the bottom right corner of your site can also enhance trust.

This shows new users right away that there is a Customer Care team ready to answer any questions and resolve any doubts.

 

6. Incorporate Elements of Authority and Social Proof.

Demonstrate that you are an authoritative business by including elements such as media mentions, awards won, etc.

Also, add elements of social proof like badges from testimonials.

These elements not only boost your credibility but also reassure potential customers about the quality and reliability of your products or services, leveraging the positive experiences of others to influence new visitors.

In the example above from Moneyfarm, we can see how in the Above the Fold section of the homepage they include:

  • The Trustpilot badge with verified reviews.
  • Various awards won such as “Best Asset Manager – La Repubblica 2022.”

 

7. Incorporate Extensive User-Generated Content (UGC)

Another very effective way to build trust in your brand and product is to showcase people using your product. User-Generated Content (UGC) creates a lot of trust among consumers, especially when combined with the other six strategies I’ve explained above.

UGC not only demonstrates the real-world application and satisfaction of your product but also leverages the voices of your customers as advocates, enhancing the authenticity and appeal of your brand.

Nella homepage di Be Your Bag per esempio abbiamo inserito un On the homepage of Be Your Bag, for example, we have included a massive section dedicated to the “Wall of Love,” where we display photos of over 50 of our customers using their bags.

Let’s examine the elements we have incorporated:

1) Prominently Displayed Search Bar: Approximately 30% of users landing on the site use the search bar as their first action.

Recognizing this user behavior, we have made the search bar prominently visible to facilitate easy navigation and immediate interaction.

 

2) Social Proof Element: This works both for buyers and for those looking to sell their own items.

For buyers: “If 12,500 people buy here every day, it must be reliable.”

For sellers: “As many as 12,500 people every day could be potential buyers for my cards.”

 

3) Choose Your Game: The second most common action users take is to select their game.

Therefore, we have placed this feature right in the Above the Fold area, showcasing the two main games prominently, but also highlighting that it is a carousel where they can choose other games as well.

 

Eccoci alla fine di questo articolo.

We’re at the end of this article.

Today, we didn’t just look at one advanced strategy, but at least a dozen

In this blog post we discussed the 3rd and final point for optimizing your homepage: driving people downwards through the buying process.

 

That’s all for today!

Wishing you good growth,

Thomas

we wave, you grow

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