JOURNAL

UNDERSTANDING THE HOMEPAGE

IT IS IMPORTANT TO REMEMBER THOSE SHOPPING OUR DIGITAL STORES, ALSO SHOP BRICK & MORTAR - AND THE CHARACTERISTICS WE CREATE IN A PHYSICAL STORE NEED NOT DIFFER FROM THAT OF OUR ECOMMERCE PLATFORMS. 

When creating your store homepage, whether yourself or through a web developer there is a lot of conflicting information and opinion. 

While working with a Paid Ad Agency for a client, we were discussing the "ideal" homepage. It's safe to say we did not agree on the foundations - this prompted me to write the article to identify what shopping based consumers are looking for. As well as the shopping psychology guiding their journey.

PROLONG THE JOURNEY;

The biggest conflict I had with the Ads Agency, was the idea that the homepage, (landing page or other Ads based URL) -  should be short, sweet and straight to the point. I ask, how would this be the approach we used towards a brick & mortar store and experience? 

It would not. 

What makes social media so successfully (and addictive) is the constant scroll-ability. How often have you "reached the bottom of your feed"? - NEVER.

 

So why would you want your shopper to reach the bottom of your homepage? At that point, they assume you aren't a store that can serve them. 

You need to create a long, inspiring and clickable journey. Similar to the social media feed. Plenty of on-brand content that they can click off and continue their journey.

  • Add an intro to the "Behind The Brand" - linking to the relevant page...

  • Mention a recent blog post topic - link to the page...

  • Add specific simple collections - link to them directly...

  • Talk about the process of your product - link to a continued blog post...

  • Social and customer proof...linking to the relevant reviewed product...

SEE YOUR HOMEPAGE AS THE INITIAL SLOW WALK-AROUND THAT A CUSTOMER WILL DO WHEN THEY ENTER A PHYSICAL STORE;

Our aim needs to be that they don't reach the bottom. 

 

They need to digest, learn to understand be inspired and therefore will want to continue shopping. 

We have all walked into the stores and within a few minutes (if not instantly) realised this isn't a store we're likely to be making a purchase - do not create this impression digitally. 

The final point I will mention, try not to place individual product items too high up on the homepage. You don't want them to make decisions too soon in their journey. Instead, offer collections that are difficult to object with. Collections that could spark curiosity. 

  • "let's get cosy"

  • "get winter-ready"

  • "springtime sprinkles"

The click-through of these collections will be far higher than if you list out specific items. Placing a specific item in front of a customer forces them to say "yes" or "no". Regardless of whether they like it or not, the answer by instinct will be "no" - because browsing shoppers will not want to commit.

IT'S A CHANGE OF PERSPECTIVE...

Hopefully, this will have helped to understand how you need your homepage, or landing page to keep your shoppers on your site as long as possible before they scroll past something that inspires them to click through and therefore continuing their journey.