Conversion optimization is a strategic process aimed to increase the percentage of site visitors who complete the desired action. From product pages to the checkout page, there are many conversion optimization opportunities waiting and ready to be seized and improved. First impressions hold tremendous weight, even with the most qualified potential customers, so let’s begin our conversion rate optimization series by optimizing your site’s home page.
There are hundreds of statistics about the importance of creating a strong home page, and yet a recent study revealed that 61 percent of companies perform less than five tests per month on their home page. This is an astounding statistic! An optimized home page continuously evolves and becomes stronger through A/B testing. Any well-functioning and high-converting site can always become better functioning and more profitable.
Conversion rate optimization doesn’t happen overnight. You can’t sprinkle a bit of magical fairy dust on your home page and miraculously your home page is transported to a highly-profitable Never Land. Conversion rate optimization is a structured process that requires an understanding of your intended audience and their e-commerce shopping habits.
How Can You Build a Better Home Page?
While creating the best home page for your e-commerce business will rely on individual factors, there are a few general pointers that can help you to greatly improve your site’s conversion rate. Before we jump into our home page optimization tips, let’s understand a typical audience’s desired user experience, through those aforementioned statistics.
• In 2014 HubSpot reported that 55 percent of visitors spent 15 seconds or less on a home page. Unfortunately, that figure has now decreased to eight seconds or less.
• As little as a one second delay in site speed can result in a disastrous 7 percent reduction in home page conversions.
As these statistics highlight, when you are optimizing your home page for improved conversion rates, time is of the essence. And so without further ado, here are four easy to implement tips that will help you to build a better e-commerce home page.
1. Clearly answer the “who, what, where, when, why” of your company.
In as succinct a fashion as possible, your home page should clearly show visitors who you are, what you do, where you are located (if your e-commerce site also has a physical location), when you are available, and why they should purchase your products. Remember that this information needs to be digested in eight seconds or less.
2. Include clear call to actions above and below the fold.
The fold is the precise moment that a site visitor has to scroll down in order to see more of your website. There are contradicting statistics about the number of site visitors that leave before reaching the fold. With this in mind, you can appeal to both types of site visitors by placing strong call to actions above and below the fold.
3. Meaningful graphics are key.
Strong e-commerce websites, with high conversion rates, use graphics that are customized to their business and brand.
4. Always run A/B tests.
Whether you are running a product or services special, or want to highlight a recent achievement, your home page needs to be continuously tested. Running A/B split tests is a low-cost way to more effectively create the most optimal home page.
With these tips in mind, optimize your home page and kick-start your site’s quest of conversion optimization. Once you have built a better home page, your site visitors can easily (almost magically) transport through your conversion funnel.