93% of consumers consider the website visuals as a key factor when making their decision to buy, which means you can dramatically improve your performance by adapting your homepage layout to enhance customer acquisition. Here, we will provide an insight into how to maximize the efficiency of your homepage, by strengthening your brand identity and including all the qualities essential to persuasion.
- Promote your identity online by optimizing the design of your homepage
- Encourage the purchase on the first visit by offering a user-friendly homepage
- Reassure customers and improve your SEO using headers and footers
1) Strengthen your brand image by communicating advantages on the home page
Reaffirm your position in the marketplace by identifying your strengths. Start by positioning your brand, making it original and easily identifiable so that it makes an impression on your users. Establish markers of success by performing a SWOT analysis: Strengths, Weaknesses, Opportunities, Threats. Identify the strengths and weaknesses of your business and the opportunities and threats in the market. Increase your customer base by leveraging competitive advantages such as free postage and packaging, speed and method of delivery, quality aftersales service. Spell out the advantages for the customer by including them on the homepage of your e-Commerce site. Then, target qualified users by adapting your homepage, offering a dedicated B2B customer login on the site. Promotions, news and elements of reassurance should take precedence on sections targeting B2C clients.
Improve performance by showcasing your strengths when creating your homepage. Build your homepage by combining ideas arising from your positioning and market intelligence. Get inspired by websites that you like by observing the dynamics of their homepage, and improving on it; create a file containing screenshots of good ideas; think about the performance indicators of your e-commerce site. What factors determine your success? Make a to-do list of your goals for acquiring new customers. They can vary from collecting email addresses to increasing product page views; getting visitors to fill out a form; asking people to like your Facebook page; receiving more demonstration requests. Featuring components such as promotional pop-ups, newsletter subscriptions, and links to Facebook, can help you to meet your performance goals.
Create a striking visual impression from the offset, to promote the image of your site. Your homepage is the doorway to your business. Draw in the customer by creating an environment which showcases your product catalogue. Use a design that reflects your industry and the spirit of your brand, and breathe life into your website by ensuring a smooth user experience. Feature a carousel showing your current operations, including promotional deals, sales, and new products.
2) Feature your flagship products on your home page to make it ultra-persuasive.
Once you have defined your objectives, determined your target market, and identified your strengths & competitive advantages, it’s time to construct a winning homepage.
Plan the layout of your site based on your business and brand image / Boost sales by pushing leading products on your homepage. 76% of consumers indicate that the most important factor is the ease of navigation. Decide on the layout according to your sales strategy: what is the key factor, price or quality? Draw up a schedule for animated features on your homepage to coincide with promotions, or sales of new and high-margin products. Position popular product categories above the fold, and always rely on the promotion of new products and top-sellers to encourage your customers to buy.
Flaunt your expertise and create a community. Structure your homepage around advice. Include a sidebar redirecting the viewer to your latest blog posts. Showcase your latest YouTube videos; offer tutorials and product demonstrations. Obtain a qualified database by providing factsheets with tips and tricks for using your products, downloadable via the homepage.
Make your brand accessible and exciting, and grow your community. Feature social networks that add maximum value to your target market, based on the products and services you sell: latest Pinterest pins; tweets; Instagram pictures. Make regular posts on social networks, and consider displaying your newsfeed directly on your website. This way you can expand your network and engage your visitors. Sites such as Commencal-store.co.uk relay pictures of users on their site or feature a frequently-updated social wall displaying the latest news.
3) Gain customer confidence by using techniques for reassurance.
Convey a professional image by introducing the brand. State clearly who you are and what you do. 61% of online users abandon the purchase of a product because it lacks a trusted label. Reassure potential customers by featuring your logo, name and slogan to become easily visible and identifiable. A good example is jayjaysbrecon.co.uk who decided to write blurb highlighting the professional nature of the brand and the excellent quality of their products.
Displaying customer reviews and testimonials at the bottom of the home page will improve your credibility and gain customer confidence. 90% of Internet users read customer reviews before forming an opinion of the company or product (Source: brightlocal). Increase sales by featuring customer testimonials provided by the ‘Shopping Satisfaction’ tool: you can receive your first opinion in minutes. Thanks to reviews, you can get all the benefits of user-generated content. Testimonials written by internet users will help your SEO and provide inspiring content for articles, tutorials and how-to guides for users of your products and services.
Sharpen your footer: it reveals the content of your site and removes barriers to buying. Customers will visit the footer to find information regarding your returns policy, payment methods, and shipping costs. Make your contact information easy to find. Add a ‘Help’ link in the footer, providing speedy access to content such as FAQs, videos, demonstrations and so on. A reminder of your site’s main categories in the footer is also an effective way to optimize the SEO of your pages.
Revitalise your homepage by building on your market positioning and upgrade your graphic identity. Increase sales by improving layout. Displaying persuasive elements in the header and footer of the page will increase the number of items sent to the shopping cart, from the first visit. The next step? Put yourself in your user’s shoes and optimize each step of the buying journey. Start by gaining visibility and turnover: improve the user-friendliness of your product and improve your listings thanks to three recommendations from Actinic e-Commerce experts