4 Elements of a Winning Homepage
 

4 Elements of a Winning Homepage

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"4 Elements of a Winning Homepage” takes the industry’s best of examples of online retailers who are getting it right, and who have reaped conversion and revenue rewards in return. The eBook looks ...

"4 Elements of a Winning Homepage” takes the industry’s best of examples of online retailers who are getting it right, and who have reaped conversion and revenue rewards in return. The eBook looks at crucial areas such as imagery, search, navigation, and promotions to help retailers on a path to better customer experiences.

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    4 Elements of a Winning Homepage 4 Elements of a Winning Homepage Presentation Transcript

    • 4 ELEMENTSOF A WINNING HOMEPAGE FeaturedBEST PRACTICES IN RETAIL WEBSITE TESTING AND OPTIMIZATION
    • 4 Elements of a Winning Homepage : : Best Practices in Retail Website Testing and Optimization Table of Contents 3 The Purpose of a Homepage 5 Elements of a Homepage<< < 6 #1 Imagery 7 #2 Promotion> >> 8 #3 Navigation 9 #4 Search 10 Case Study 11 Making It Work 2
    • 4 Elements of a Winning Homepage : : Best Practices in Retail Website Testing and Optimization Your retail website has one simple goal: But getting visitors who<< < land on your homepage Because too many online To make customers through to checkout can be a complicated ordeal. retailers — and their marketing teams — are taking a hit-or-miss, buy something. In fact, getting them beyond the homepage shot-in-the-dark, throw-stuff- at-the-wall-to-see-what-sticks approach to their websites.> >> alone is a challenge for The result is consistently many retailers. inconsistent conversion rates, or worse, consistently abysmal revenue numbers. And, as far as homepage bounce rates go, anything over 55% should Why? be a red flag that something is terribly wrong. eTailers, it doesn’t have to be this way. 3
    • 4 Elements of a Winning Homepage : : Best Practices in Retail Website Testing and Optimization Make Your Customers Feel at Home 40 Heck, even a bounce rate of under In an ideal world, %<< < In reality, even the best sites your homepage 25 have bounce rates of up to % bounce rate would is still pretty respectable. hover somewhere around zero. . Every visitor who lands on your> >> main site page would be enticed by just the right offer or just the right Sadly, plenty of retailers find product — almost like you have a themselves looking at far bleaker team of mind readers pulling strings numbers, and even the occasional behind the scenes. spike in click-through rates isn’t enough to cover the truth: consumers who land on your website aren’t getting the experience they need to commit to further shopping on your site. If you want to learn more about becoming a mind reader — or a real-world approximation of one, read our eBook on personalization, “This Time It’s Personal.” p . to ma ke it sto e It’s tim   4
    • 4 Elements of a Winning Homepage : : Best Practices in Retail Website Testing and Optimization Elements of a Homepage So where do you start? If you’re thinking big picture, here’s what every homepage must provide:<< < Clarity Navigation Make immediately Provide clear site And for all the fuss and muss that clear to the navigation that is can go into a homepage, all of customer which intuitive and easy the agonizing hours that go into> >> products or services to use. Top-level getting design just right and into you offer. Visitors navigation is the tweaking copy until it sings with should never have North Star of your just the right tone, the essential to move beyond the site, and should functionality of any homepage is homepage to get a allow visitors to actually pretty straightforward. basic understanding easily orient   of what you are themselves at Really, there are actually offering on Featured any point in the 4 your site. shopping process. Experience Give visitors a clear path to category and product pages. It shouldn’t key elements take more than that any retailer’s a few clicks for homepage customers to drill must have… down into specific 5 categories and product offerings.
    • 4 Elements of a Winning Homepage : : Best Practices in Retail Website Testing and Optimization Element #1: Hero & Product Imagery<< < This is the lead site Displays product image, normally in a clean and under the navigation> >> compelling way yet and above the fold, not in the traditional that is the main grid format or attention-grabber on hero image l the site. encourages visitors to engage and It can be static or it can be part of a scroll down page slider, but this will be the first thing that the average site visitor notices upon landing on your homepage. Instead of telling visitors about the products, this site shows and engages visitors 6
    • 4 Elements of a Winning Homepage : : Best Practices in Retail Website Testing and Optimization Element #2: Promotional Calls-to-Action<< < Drive customers to take advantage of special site offers or> >> to shop sale products. Introduce them to new products or promote seasonal offerings or interest-specific landing pages. These regularly changing site elements are one of the best ways to capture visitors’ attention, while appearing fresh and relevant. Very product focused but in a non-traditional way l as a visitor, Sale banner gives visitor the ability to easily you are encouraged to scroll down go to relevant content with the CTA buttons and engage within banner (Men’s, Women’s, Kids’) Shows a lot of product (Men’s, Women’s, Kids’, Shoes, Accessories) without overwhelming the visitor with images and information 7
    • 4 Elements of a Winning Homepage : : Best Practices in Retail Website Testing and Optimization Element #3: 1 2 3 Standard Site Navigation 4<< < 1 Persistent top navigation for 6 sites 3 Ability to reorder your “stuff” 2  sites, one cart, persistent “My Account” 6 4 Tools encourage people to return module on top right and become repeat buyers While hero imagery and promotional areas on your homepage are> >> important, remember that many visitors 5 6 might come to your site with a purpose. An easy-to-digest navigation bar is essential. With a range of 5 Top navigation has the family of sites   6 Boosts brand recognition for lesser   categories — and products in persistently placed known brands those categories — this navigation grounds the user experience no matter where they are on your site. Consistency, ease-of-use and branding are all essential to conversion rates. 7 7 Top navigation builds a long-term visitor as visitors become familiar with the site for wedding planning, then go back for advice, information, and products around 8 home décor, pregnancy, and beauty
    • 4 Elements of a Winning Homepage : : Best Practices in Retail Website Testing and Optimization Element #4: Search Bar or Widget 3<< < 1 2 1  want __” prompts visitors “I 2  of results displays in the # 3 Search icon used instead The search function — to finish the sentence to find far right of the search bar, of text it’s common on their search automatically updating almost any website,> >> based on visitor input but most retailers may not realize what a valuable impact it can have on the customer experience, as well as average 4 order values. A customer who comes to your site with a specific purchase plan should always have an immediate way to track down a desired product; a search feature fulfills 4 Interactive search widget allows for: this need. • Easier search functionality • Increased site engagement 9
    • 4 Elements of a Winning Homepage : : Best Practices in Retail Website Testing and Optimization When Elements Come Together to Cause a Reaction Case Study: The test ran during Harry & David’s peak<< < revenue season, the December holidays, and tested more than 2,500 experiences, Harry & David and producing a double-digit uplift in conversion “Our website header is Maxymiser put their rates, leading to increases in average order high-visibility real estate heads together to values and revenue. and includes the essential find which design function of on-site search, would increase so it was a key focus> >> engagement with Default Content for us. Accessibility to the global Navigation checkout was of even search tool. higher importance. Maxymiser helped us Using Maxymiser’s MaxTEST™ MVT plan a test that not only solution, more than 2,500 experiences drove measureable were tested to determine if changes improvements to to the shopping cart look and feel, interactions but also the search box layout, the search Winning Experience led to quantifiable term copy, the search box outline, the improvement in sales.” search button look, and the search  —  evin Higgins, Senior Manager, K button color would drive increased Web Analytics, Site Testing, conversions and revenue. and Usability, Harry & David The winning combination of an alternate search term (as elements included an alternate compared to the default “Search”), button (as compared to the default and using alternate cart imagery arrow), presenting the search term and messaging (as compared to the 10 inside the search box, presenting default “cart” wording).
    • 4 Elements of a Winning Homepage : : Best Practices in Retail Website Testing and Optimization The perfect homepage isn’t the stuff of myth, but it’s not a perfect science either.<< < Once you’ve mapped By playing around with images and But don’t get too comfortable. There out the elements of colors, by swapping out content and is no final, perfect homepage for any successful online offers, by featuring different products your fickle customers, whose wants retail site homepage, and tracking click behaviors along and interests are always shifting and you’ll find lots of the way, you’ll begin to discover evolving. You’ll always be testing and room for creativity, which approaches, in particular, really optimizing homepage content to get experimentation, resonate with your customers. the results you want. and adaptation. The best part is: with A/B and multivariate testing, you can not only try these elements, but track their value and impact on conversion and bounce rates. Ensure your homepage is it can to max doing all imize your RO I. 11 If you are interested in speaking with someone at Maxymiser, please email info@maxymiser.com.