8 Innovative eCommerce Homepage Design Examples to Boost Sales in 2020

6 Minute Read

Are you looking to improve conversions and boost sales by revamping your eCommerce homepage design?

As an eCommerce retailer, your homepage is the welcome mat to the rest of your store.

If this introduction to your brand is not properly optimised, you can expect to face a great deal of drop-off before your visitors have even given your products a chance.

The good news? Well, there’s a lot of simple, yet effective ways to optimise your eCommerce homepage design. It’s important to understand who your customers are, their motivations and their intentions. With a few simple hacks, you’ll be boosting conversions before you know it.

ASOS - eCommerce Homepage Design

This article will discuss some key examples of eCommerce homepage design, with some tips of best practice and some great examples!

1. Personalized Welcome

When you visit a store like Amazon, you’ll expect to be greeted with a Personalised homepage. We’re talking about the name mentions, location, discount codes, product recommendations, previously viewed products etc.

A good Personalization engine will build a shopper persona for each of your visitors by considering what you’ve previously viewed, purchased or are most likely to purchase in the future.

Amazon - Personalization engine

Implementing this tactic is highly valuable, it can often improve your average order value and enhance your customers lifetime value.

If you want to take this further, you should also consider a Personalization throughout your email campaigns. This is a great way to follow up on lost leads with that data you’ve already collected for re-targeting.

2. Multiple CTAs

There’s much to be said about the optimisation of CTAs. From what we’ve seen, a lot of the time only having one CTA on your homepage just isn’t enough to get the clicks you desire.

Your website visitors will typically be on your site for a specific reason, so they’ll commonly ignore the first CTA they see. It’s best practice in eCommerce homepage design to use several, increasing the likelihood of collecting data and converting even more leads.

In reality, every consumer is different.

You’ll never have the complete recipe for driving all of your visitors to the checkout. It’s a constantly evolving process. But if you offer an incentive, it’s far easier to gather this kind of data. Offer out a discount code in exchange for an email address and see how effective it is.

If you tactically position your CTA’s, you should be able to collect information from the visitors who matter to you most. This is the beginning of a longer sales journey. You could be on your way to creating a loyal customer base who find an attachment to your brand.

3. Optimise for Mobile

In today’s eCommerce landscape, you will need to optimise your site for mobile if you’re to succeed amongst your competitors.

In fact, a recent report explains how a mobile-friendly website makes it 67% more likely for visitors to shop with you.

The most effective mobile homepage is clear and simple. They use specific, concise language and typically rely on pretty fast loading speed. Remember that nobody wants to spend ages filling out contact forms or scrolling through endless pages to find the right product.

Berghaus mobile - eCommerce Homepage Design

eCommerce homepage design is all about keeping it basic and allowing your visitors to move around easily. There’s a lot less screen to play with, so it’s important to optimise for the important stuff and get rid of the not-so important.

4. Display an Offer or Discount

There’s nothing on a retailers homepage that says ‘Welcome!’ quite like a discount code.

It’s a warm start to a cold sales journey. Once you put your visitor into a position of advantage, they’re much more likely to consider more of your product range.

If done properly, it can give off the impression that your store is a more valuable option than your competitors. How many times have you walked into a physical store after seeing a ‘sale’ sign in the window?

It doesn’t have to just be a discount code. Offers like ‘free shipping’ can also be extremely effective. In fact, a recent report explained how 79% of US consumers said that free shipping would make them more likely to shop online.

5. Product Recommendations

Using product recommendations on your landing page is a proven way to increase your average order value and overall conversion rate.

As opposed to brick-and-mortar stores, online shops can’t hold the psychical presence of shopping assistants. Therefore, you’ll have to be reliant on certain tactics in order to mimic these traditional methods of up-selling.

eCommerce Homepage Design

Displaying product recommendations should play a vital part in your eCommerce homepage design.

Generated by a Personalization engine, product recommendations are the listed suggestions that offers the products you’re most likely to be interested in. They can be uniquely targeted to a relevant audience, based on their previous online shopping behaviour.

This can be a very welcoming beginning to the buying journey. You visitors are far more likely to take a further interest in your brand if you initially show them the products that will resonate.

6. Video

As the online world becomes ever-centred towards video, many retailers are reaping the benefits of integrating video into their eCommerce homepage design.

I makes complete sense. Video is engaging and easy to consume, whilst text can be quickly missed and too much of it can be frustrating for visitors. You only need to look at the rise of influencer marketing to see how much of an important role video plays in marketing today.

quiz - video marketing in eCommerce Homepage Design

As Video has become more popular within eCommerce homepage design, it’s proven itself as an effective way to boost conversions. One report suggests that 71% of consumers think that video explains products better than any other medium.

Some retailers are using video to innovate further. Exploring the power of Live Streaming with tools like Shopcast, to effectively reach their target audience.

Rebellious - Shopcast

7. Social Proof

In such a saturation online industry, eCommerce retailers are becoming more reliant on displaying their legitimacy through Social Proof.

Mimicking the principles of word-of-mouth marketing, social proof relies on the good word and purchase power of your audience. Reviews, ratings and sales can all be subtly displayed on your homepage to show your visitors that you’re a trusted brand.

Social proof is a very important aspect of your eCommerce homepage design. It could take the form of the following:

  • Customer reviews and testimonials
  • Celebrity endorsement
  • Earned media
  • Displayed stock levels
  • Quotes
  • Display best sellers
  • Show Likes
  • Any awards and achievements
Scan - Social Proof in eCommerce Homepage Design

It’s getting more and more common for people to search products before committing to a purchase. In reality, 72% of online customers won’t take action until they read a product review.

It’s important to make the buying journey much shorter by displaying positive information from the off-set. Besides, displaying this stuff minimised the chances that your visitors will leave your website.

8. Run split tests

Running and maintaining split tests (or A/B tests) is one of the most important rules of eCommerce homepage design. It also applies to all of the point discussed earlier in this article.

Split testing allows you to experiment with your homepage design strategy, making it clear which aspects are converting the most leads into sales.

Berghaus - product recommendations

A split test will focus on a certain aspect of your site, be it the welcome message or the email CTA. Whichever aspect you choose, you’ll create 2 variations. 50% of your visitors will receive variation A and the other 50% will receive variation B.

When enough data is collected, you’ll be able to make an education decision based on which variation converts more page views and sales. Again, this is a continuous process that must be tested and maintained.

If you want to test the variable of your eCommerce homepage, you’ll need a good split testing tool.

Final word…

With so much opportunity to catch leads, your homepage needs to be optimised to kick off the buying journey early.

With limited space to work with, it’s important to optimise every individual aspect of your homepage. Especially if you’re focus is mobile.

Take a look at the examples mentioned and consider what can be improved on your store. The importance of split testing should not be overlooked.

If you’re interested in finding out more about Personalization, don’t hesitate to get in touch!

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