A great eCommerce site (regardless if you are a brand or an online retailer) focuses on connecting different pages in order to create a comprehensive sales funnel and convert the visitors effectively. The overall design of these pages plays a significant role in this particular strategy. However, product pages are not the same as the first page, and should never be treated in the same way. While it’s paramount that product pages feature top-quality images of the products, it’s also crucial that they use effective wording content in order to engage the potential buyer and provide them with as much information as possible. On the other hand, extensive wording on the first page can only deter the visitors to the site to go in further.
The first page of an eCommerce site has to focus on the visuals primarily as the number of products and/or product categories cannot be featured with all of their descriptions on this particular page. The goal is to draw the audience in through images and ease of navigation so that they could move from the first page to the next funnel stage, which are specific product pages.
1. Your Value Proposition Is All about the Show
So, regardless of what you’re selling in your online store, the whole point of your first eCommerce site page is to engage the visitors through the visual representation of your brand. That said, focus your attention on the best way to show your value proposition – not telling it.
There are different ways to utilize this design approach. A rather popular trend at the moment revolves around using banner-like images for the entirety of the first page in order to entice the visitors and show off the product in its full glory. Of course, if you’re dealing with several different product categories on your website, you can always feature images of these categories with minimal text; just enough to point the visitors in the right direction as they decide to check out what you have to offer. But the bottom line remains the same: less is more – powerful high-quality visuals are a must for a sales-generating first page.
2. Header Navigation Is a Must
If you’re already focusing on the banner-like visuals for your main first-page design, it’s only natural to turn to the header in order to provide simple and user-friendly navigation for the visitors. Remember, your first-page header is not a place to relay your brand message, details about your business, or your contact information. This is what shortcuts are for.
That said, utilize the best shortcuts for your eCommerce business in particular in order to allow your potential customers to move swiftly from one page to another. The most common shortcuts include clickable buttons such as “Products or Shop Products”, “About”, “Contact”, “Blog”, etc. Of course, if you’re selling products across different categories, you may want to specify those categories in the header, just like new fashion design Moda boutiques did by choosing “New Arrivals”, “Featured Designers”, “Women”, “Men”, “Kids & Mini”, and so on.
It’s also rather helpful to include a search bar in your header, especially if your online store carries a lot of different products. Don’t forget about an obvious Shopping Cart icon that can take the buyers to their cart in an instant.
3. Design That’s Suitable for Mobile Devices
The majority of people these days use some kind of mobile device to browse the Internet. Regardless of whether that’s a smartphone, tablet, or something else, your goal as an online seller is to capture the attention of your target audience the moment they land on your first page. But, if you have focused your efforts solely on the desktop-first design of your eCommerce website, the pages won’t look the same on mobile devices. That said, even if you plan to create an app for your online store, it’s still crucial that your website design is mobile-friendly and responsive.
You might think that that’s not necessary if you provide a pop up with a message stating that there’s an app to download. But the thing is, people who have found your site through organic search and maybe look for one specific thing won’t really like the idea of downloading and installing extra apps just so they could browse your website in particular. They’re more likely to move on to your competitors instead. If they can’t see the content of your first page immediately or utilize the mentioned header navigation with ease even on a small phone screen, you’ll lose potential customers. These days, a website design that makes sales is all about responsiveness.
4. The Power of Color and Typography for Creating Urgency
Aside from showing off your products and featuring a header with clear, no-fuss navigation for the visitors, the first pages of eCommerce websites are also the place for showing off limited-time offers and discounts. Now, you can decide to go with an actual pop up if this matches the image of your site, but the use of color to signify urgency and scarcity much like Amazon does for their big sales is definitely a very popular and effective way to generate more leads and increase sales, right from your first page.
Again, there are different design options in this case as well. For starters, you can use a plain white or otherwise neutral background so that you can make the most out of the color red. This particular color is very effective in signaling the visitors about the existing offers and creating a sense of urgency within them. Opt for a count-down timer in red while featuring the discount price of your high-demand products, and you’re bound to get a considerable revenue boost.
If you’re not keen on red, it’s also possible to utilize smaller banners in the corner of your first page. Now, these banners shouldn’t be too flashy as this could easily clash with the overall look and design of your first page. But, they can show off the product you wish to highlight on a plain background with bolded letters in black or white that simply show the new price with the old pricing stricken through. Sneak in a simple statement for the dates that the offer is valid for, and the purchases are bound to come in like crazy.
These are some of the most popular trends in first page eCommerce design that the customers seem to appreciate a lot. Of course, these are not the end-all, be-all tips that you could utilize for your own online store. Therefore, it’s important to work with professional designers who will understand the message you wish to convey and the target audience you’re interested in engaging.
Eve Anderson is a marketing specialist turned blogger. Interested in sports and exciting travel destinations. Love to share content that can inform people.