DIY Design Webinar Part 5: Designing Your Homepage for Conversions

We're ending out summer with five webinars based on design-related goodness. This week we discuss how to design your homepage with conversions in mind. Watch it now!

Can't watch the video now? We have the transcription right here:

Today's DIY design tip is about how to design a high converting homepage to increase traffic and sales to your site. A high-converting homepage can be the foundation of a successful online business. In this video, we'll walk through the tips and tricks on how to create an effective homepage.
 
Did you know that you have approximately eight seconds to introduce your company and compel your customers to stay? And about 95% of visitors that come to your site are not completely ready to buy.
 
There are three main questions that pop into a visitor's mind once they land on your site. Number one: am I in the right place? Number two: do you have what I'm looking for? And number three: can I trust you?

When visitors visit your homepage, they need to know exactly why they do business with you and what you have to offer.

Here's what you’re going to do to attract your visitors and turn them into buyers.

Am I in the right place?

When visitors visit your homepage, they need to know exactly why they do business with you and what you have to offer. Your headline is the first thing your visitor sees when they land on your page. Make a great first impression with your headline and your visitors will feel more incline to stay. Give them reasons to buy from you and promote these reasons. For example, free shipping, returns and registrations are just a few promotions you can offer.

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Who's doing it right? There are plenty of dog grooming supplies. How does Pish Pad stand out from the rest? They make themselves unique by elegantly showcasing their products without being overwhelming. It is clear what Pish Pad is based on their headline, and they highlight their free shipping offer at the top. The site is image heavy but kept neat, and visitors know what to expect and where to navigate. They keep things simple and focus.

If your homepage is full of unnecessary texts and images, your visitor will feel overwhelmed and leave your site.

Do you have what I'm looking for?

We are naturally afraid of complicated things. Our mind prefers things to be clear and orderly. If your homepage is full of unnecessary texts and images, your visitor will feel overwhelmed and leave your site. Make your site incredibly easy and straightforward to search and browse. Your customers are typically coming to your site with a specific goal in mind. Make it as easy on them as possible.

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Let's take a look at this case study from a recent design project. Hodges Marine wanted help in increasing website conversions. With their all design, a lot of customers were having finding the specific products they were looking for, which in turn hurt their sales. What was our approach? We reduced the amount of unneeded text on the homepage and focus on what was important.

We featured a clear search area in the header for easier access. We visually highlighted popular brands. We learned that most of their customers shop by brand, so we made it very easy for them to find. The results were awesome. After launching their new redesign, Hodges Marine saw a 47% increase in overall traffic and a 13% increase in conversions, which resulted in a 74% increase in revenue.

After launching their new redesign, Hodges Marine saw a 47% increase in overall traffic and a 13% increase in conversions, which resulted in a 74% increase in revenue.

If your visitors are struggling to navigate your site, they can't easily find what they're looking for; it's going to have a negative effect in your conversions.

Can I trust you?

Customers want to know what your products look like before they buy them. If you're showcasing your products on the homepage, make sure to use clean, high-quality, appealing shots. They grab ahold of your customers' attention and form their first impressions of your brand. According to a survey conducted by Splash Lite, more than half of online shoppers believe that prod photos are more important than product information, reviews or ratings.

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Just by looking at Coaxsher's homepage, you can see that only high quality images of their products are being used. Having high quality images like these reflect how professional your brand is, and compels customers to stay on your site to browse longer. Having low quality images translate to having a low quality brand, which can reduce sales and higher your return rate.

There are many ways where you can take some great photos with just your smartphone.
 
Taking high-quality product photos does not have to be huge production. In fact, there are many ways where you can take some great photos with just your smartphone.

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Now let's take a look at a homepage and puts all of these tips to use. Number one: am I in the right place? At first glance you can already see exactly what Pure Rose is selling: rose nectar. They also do a wonderful job by promoting their free shipping offer at the top.

Number two: do you have what I'm looking for? The whole page is laid out neatly and all of the key products and categories are organized. You can clearly seen where the navigation is, and a simple call to action button is used. Visitors who are overwhelmed with too much information and will have no trouble finding what they're looking for.

Number three: can I trust you? Only high-quality images of their products are being use on the homepage. You can immediately tell that they are professional and put care into not only their products, but their company as well. Visitors can find comfort knowing they're purchasing from an accomplished company.
 
Now that you have some effective ideas on how to improve or design your website, it's time to make some action. If you have any questions, leave us a comment below. Every website needs a good foundation, so let's start building.