Quick Wins

How to improve your homepage effectiveness

In this Quick Win, we’ll give you actions you can quickly add to your homepage to increase conversions, drive engagement, and keep visitors on your site. You’ll learn how to set KPIs, use personas, use content to improve click through rate, incorporate personalization into your home page.

You won’t need any introduction to the homepage or how important it is, but in this Quick Win we hope to open your eyes to a new way of looking at the home page – treating it as a ‘landing page’. This will help boost its contribution to your business even further!

In our companion Ecommerce Design Pattern guide, you’ll find a more detailed set of design patterns for the homepage.

About this guide

In this guide, we explain how you can apply proven landing page analysis and optimization techniques to help improve the efficiency of your homepage in driving task completion and pushing visitors deeper into conversion funnels.

We also recommend techniques for using creative design and visuals to get core brand messages across to visitors.

You will learn:

  1. How to set goals and KPIs to measure homepage performance
  2. Techniques to improve page engagement, increase conversion and reduce bounce rate by testing changes to different homepage components
  3. Best practices for using design and visual elements to communicate brand messages and your differentiated value proposition
  4. How to use content to make the homepage relevant to different visitors and connect them with recommended content on their customer journeys

How is this Quick Win structured?

We discuss 4 techniques that other websites have used successfully to optimize their homepage, both as a landing page and a page within a deeper user journey.

Each technique is broken down into an explanation and some examples from other websites, then the steps that you can work through to help you improve your own capability.

The techniques we cover are:

  1. Using KPIs to measure homepage performance and audit existing homepage effectiveness
  2. Use personas, content and design techniques to make your customer journeys more customer-centric
  3. Review techniques to improve click-through rate and revenue per visitor
  4. Review techniques to improve brand identity and value proposition

We will also review these important homepage techniques:

  • Using lead magnets to reduce bounce rate for new visitors
  • How to use carousels to improve customer journeys and branding
  • Common merchandising techniques to feature popular products and content
  • Using personalization to improve page engagement
  • How to encourage lead generation and email sign-up

About the author

James Gurd is an Ecommerce consultant and owner of Digital Juggler, an E-commerce and Digital Marketing consultancy helping retailers develop, execute and evolve E-commerce strategies and optimise their digital channel. With a background as a Head of E-commerce and also agency side as Head of Client Development, he has experienced life on both sides of the fence.

It would be great to connect on LinkedIn, so do please get in touch with James and let him now if you have any comments or questions.

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