#11: Do you have a section highlighting the main benefits of shopping from you?
When shoppers know that you offer good shipping conditions, convenient return and refund policies, fast customer support and other similar things, they will know that it's safe to buy here, it will remove fears and concerns.
Therefore, you need to have dedicated section highlighting all such important stuff on the homepage (and site-wide too, you should always remind about it)
Therefore, you need to have dedicated section highlighting all such important stuff on the homepage (and site-wide too, you should always remind about it)
When potential buyers come to your site, most of them have the same questions and concerns:
And if there are any obvious advantages of buying from you, you must clearly communicate this to your users. It can be free shipping on all orders (that's a great advantage today) or even free shipping after a certain threshold (it's also better than nothing, moreover it's an incentive for customers to spend more to reach the threshold).
If you have a great refund and return policy (let's say 90 days and very simple return rules), then you certainly have to communicate. If your products are manufactured in the USA and you are selling for US customers, you have to scream about it, because it's super important nowadays.
I hope that you understand the logic of what must be conveyed to the user. For many of your visitors the Homepage may be the first page they land on and the faster you communicate that information for them, the faster they will understand these advantages and will be more motivated to shop from you.
Below you can find a few examples from different stores. Based on my experience such sections are especially important for the stores with expensive and quite complex products, where such things as shipping, returns, refund, country of manufacture are more important.
Here's how Casper shows the advantages of shopping on their website (pay attention to the section under the navigation): free, no contact delivery, 100 night risk-free trial, 10-year limited warranty
- How much does the delivery cost?
- Can the item be returned?
- How many days to return the goods?
- How fast do you deliver?
- Where are the goods made?
- and many other similar questions
And if there are any obvious advantages of buying from you, you must clearly communicate this to your users. It can be free shipping on all orders (that's a great advantage today) or even free shipping after a certain threshold (it's also better than nothing, moreover it's an incentive for customers to spend more to reach the threshold).
If you have a great refund and return policy (let's say 90 days and very simple return rules), then you certainly have to communicate. If your products are manufactured in the USA and you are selling for US customers, you have to scream about it, because it's super important nowadays.
I hope that you understand the logic of what must be conveyed to the user. For many of your visitors the Homepage may be the first page they land on and the faster you communicate that information for them, the faster they will understand these advantages and will be more motivated to shop from you.
Below you can find a few examples from different stores. Based on my experience such sections are especially important for the stores with expensive and quite complex products, where such things as shipping, returns, refund, country of manufacture are more important.
Here's how Casper shows the advantages of shopping on their website (pay attention to the section under the navigation): free, no contact delivery, 100 night risk-free trial, 10-year limited warranty
Moreover, this section is always visible on this page as it's sticky with the header. Why? Because it is obvious that these things are important to potential buyers, so you need to convey them to 100% of the users.
And here is an example from the Gymshark website, where they have a similar section below the navigation, but it's implemented as a slider with 3 slides (free shipping on orders over $75, contactless delivery and 90 days returns)
And here is an example from the Gymshark website, where they have a similar section below the navigation, but it's implemented as a slider with 3 slides (free shipping on orders over $75, contactless delivery and 90 days returns)
Here's an example from Artisaire where they highlight 30 days returns on all items below the navigation
You can implement such sections on the website in the form of sticky bars that will be always visible below or above the header or you can develop a separate section that will be above or below the hero-section so that the maximum number of users will notice it.
Previous Guideline
#10: Do you show a recently viewed items section for returning users?
This is a very useful section for shoppers that already visited your website and browsed any products.
For such returning visitors it will be a very good starting point for shopping. Also, it will help to personalize your homepage. But, of course, this applies only to those shops with a large number of returning visitors
For such returning visitors it will be a very good starting point for shopping. Also, it will help to personalize your homepage. But, of course, this applies only to those shops with a large number of returning visitors
Next Guideline
#12: Do you have enticing and high quality images (for products, categories, etc)?
The homepage is the first touchpoint with your company for many shoppers, so it's important to make a good impression here.
Bad quality of images can have a negative impact on it, communicate that you are not a respectable company, and selling low-quality products.
While enticing and high-quality images create a pleasant first impression, attract users, and influence their attitude to your company and products. So invest time and money in it!
Bad quality of images can have a negative impact on it, communicate that you are not a respectable company, and selling low-quality products.
While enticing and high-quality images create a pleasant first impression, attract users, and influence their attitude to your company and products. So invest time and money in it!
