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How to create a home page: 11 keys to a great home in eCommerce

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How to create a home page: 11 keys to a great home in eCommerce

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The home page in eCommerce is, it is supposed, the element that should be more careful in an online store. The home page or home in eCommerce is our business card, but mostly it is the only tool that we have to keep the customer "rebound" and go without clicking anywhere.

How do I know if my eCommerce homepage is working fine?

If it ain't broke, don't fix it .

The old Anglo-Saxon aphorism is fully valid in this case. So before we go to change anything, we should first check to see if our current homepage works well. The best way to find out is to use Google Analytics and look at the bounce rate .

This parameter indicates the percentage of users who enter our website and leave it without any interaction. Zero or near zero bounce rates do not exist. There will always be a part of users who do not find our home page in eCommerce attractive or who simply were not looking for what we offer.

Based on the fact that our SEO positioning is correct and that the keywords are well chosen and respond to what our website offers , a very high bounce rate is anything that exceeds 50%. If we are between 30% and 50% we will be able to talk about improvable rebound percentages, and below 30% we will be in the ideal environment.

The above are generic figures, not the Bible. If you have a blog it is normal that you have very high bounce rates, because your users enter to read the last entry from a link and then leave. But if we talk about eCommerce, this value is of paramount importance. As always, each website is a world, and the important thing about the parameters that are measured is that they have a positive evolution, beyond the absolute starting values.

If our bounce rate is high, we must do a thorough review. This includes SEO , the composition of traffic sources (it may be very disproportionate and organic searches on Google are too heavy, a sign that we are not present anywhere else). But it will also be time to face the reality that qnnit is probably not working well. Of course, there are many other factors that influence this.

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Google itself explains it better than I do here.

Rules for creating a great home page in eCommerce

1. Less is more

An eCommerce landing page should be clear, concise, and free from an overabundance of distracting elements. Minimalism triumphs among the giants of eCommerce, and that's for some reason. Therefore, we should not overdo it in trying to get the customer's attention with many things at the same time.

2. A clear menu of products

The menu of products must be well categorized and without an overabundance of categories that make the customer dizzy. It is good that there are few metacategories and then it can be broken down into subcategories, but let the user decide if he wants to see a broad category or search more precisely. Where to locate it?

The best place for the product menu is always at the top right . If the menu has many categories, make it drop-down and take up no visual space if the client doesn't click or hover (or finger). This is valid for the desktop version, in the mobile version of your website the menu must be in its corresponding icon, always at the top of the page. It is best if the product menu is a separate menu if you have a horizontal top menu.

Even the simplest of WordPress themes , to give a basic example, supports several menus. The order of the products is important: The main thing first and the accessories or products that interest us the least in the end. Nothing to use the alphabetical order.

3. A good search engine

A window to write text and a magnifying glass is a very basic search engine. It is convenient that there is an advanced search option in which the client can narrow down the characteristics of the product that interests him, especially if our catalog is very wide.

4. Promotions and offers area

Most eCommerce websites use sliders (a carousel of images that change) on their top page. Even Amazon. This is fine, as long as we don't fall into excess. A slider with more than 3 or 4 things or in which the time during which the image is displayed is very short is terribly frustrating for the client.

Having 1,000 offers on the home page is not going to make you sell more , but what will cause your customers to abandon you. If you bet on having many promotions at the same time, highlight the ones that may interest the most people, and the rest present them on the pages dedicated to each product category. A home page in eCommerce should not show more than 2 promotions at a time, maximum 3, and that is already a huge thing.

Remember that the frequency with which promotions change is directly proportional to the frequency with which we want the customer to visit us. If we want daily visits (and our products justify it), we will have to change the promotions every day, and be careful that they disappear in time. A page that shows outdated information or promos is insurance for a very high bounce rate.

5. Visible cart

The shopping cart is usually located almost always in the upper left, which is not a bad place. If you want to prevent abandoned carts, another of the endemic ills of the sector, show on your home page in eCommerce how many products the cart contains and the total value of the added.

6. Purchase aid

It is important that the customer who wants to buy in an assisted way can do it, either using an assistance system or having a phone number to call. In many cases the client leaves because the necessary information is not provided to do so. This especially affects the product sheets, but also the home page in eCommerce. A "call to action" style Need help? It is a good idea.

7. Access to corporate information

Especially if your brand is not known, the customer is always suspicious to start with. Providing somewhere on the menu complete information about who you are, where you come from and who make up your team is essential to build trust. Many eCommerce stores place this in the footer, which doesn't help at all.

8. Highlight what makes you different

If the only thing that sets you apart from your competitors is the price, it doesn't look good. The home page in eCommerce should show prominently the features or services that distinguish your company from the rest. Good for shipping costs, guarantees, additional services ... but if you are different, it is for more than just the products you sell (unless they are exclusive).

9. Product highlights

Regardless of the slider you have at the top, you should have space to show featured products , either for their price or because they are new in your catalog. Avoid automation: you must be able to decide at any time which products are featured and which are not.

If you do not have news that coincide with the cycle of customer visits, dispense with a specific area of ​​news and highlight them only when they occur. News is not eternal , and it is an endemic evil for many home pages in eCommerce to show the same featured products or news for weeks or months.

We can "heat" cold products by highlighting them on the home page not because of their price or novelty, but because we decided to artificially highlight them, because they are seasonal products, because they are related to current events or simply by talking more extensively about them.

10. Take care of the legal information

The RGPD and many other regulations affect you and are mandatory. Notifying of cookies is mandatory , and must be done in such a way that the client accepts or not the navigation with cookies.  Legal information must include handling and delivery times, shipping costs, exchange and return policy, name, address and CIF of the company, personal data protection policy, guarantee of the products you sell, rights and obligations of the buyer and seller….

There are too many things to put on a single page called "legal notice" that is infumable. It is better that, either in the footer or in the main menu, you have a category that I would not call "legal notice" but "Rights and guarantees". We are not advising, we are informing the client that he has rights and, above all, we are making explicit our commitments to him or her. And that is essential for many people before deciding to buy.

11. Some more things you should NOT do

a) Not having a telephone and email contact .

A "contact form" must exist, but also a direct route of contact. If you choose the form, specify the maximum response time. If you give a customer service phone number, specify the hours of operation.

b) Fill the home page with a presentation of the company and relegate the online store to the menu.

This shows that your interest in selling is less than or equal to zero.

c) Fill the page only with products.

Your home page in eCommerce is your showcase. Treat it as such. You do not put everything you have in a showcase, nor do you try to show as much as possible.

d) Fill the page with banners, GIFs and colors.

You will make the client dizzy and you will not get the result you expect. Remember: less is more.

e) Not having links to social networks.

It is equivalent to not giving the visitor the opportunity to talk about you or your products. These icons for linking to social networks are present in the vast majority of templates or themes from which websites are built today. But its best location is the classic one: top right . And if they show how many followers you have on each network, much better.

f) Give priority to aesthetics over usability.

For example, filling the home page with a photo. Or creating icons that do not know what they mean. If you have to sacrifice something, sacrifice aesthetics. But the ideal is that both go hand in hand. That is really professional.

To finish , but not least: the home page in eCommerce should be an environment where the user feels comfortable , where he is invited to see more but the user who is in a hurry is not blocked, a friendly environment that conveys a feeling of credibility and professionalism. And as with physical windows, sometimes it is much cheaper to put yourself in the hands of professionals than to do it yourself.