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Present a clear value proposition on the homepage
Tell people why they should buy from you, what's in it for them, why you are better for them, and why you are better than the rest. Use a value proposition canvas if you do not have one.
Present clear, unique selling points
Back up the value proposition with 3-5 additional boosting points, tell people what makes your brand and shop unique, and why to buy from you.
Be 100% sure, the user gets all this info without scrollin
The top area of your website is the decision maker! Keep is laser-optimized, clean, clear, and persuasive. Make people want more!
Make sure all images are of high quality, and clean, not cluttered
The first impression matters a lot, keep the attention of users by offering them appealing, high-quality visuals, and clear messaging.
Present precise delivery times and pricing, without the user needing to scroll
Do you ship to my country? How much does it cost? When do I get my package? Example: Free EU shipping within 3 days, Free EU delivery from 59€.
Have the following sections covered
The site-wide pre-header
A great place where to introduce information about delivery, returns, and unique selling points! Make sure the Return policy is clear, visible, and friendly.
The site header with branding, auto-suggest search, support contacts, and main navigation
Take a look at the examples by Wunderfront. For mobile, it is essential to keep the search input open, navigation, and cart quickly accessible, and branding concise. Try also bottom navigation on mobile! Be thumb-friendly and boost conversions!
The campaign banner(s) to present the latest campaigns or specials
Provide appealing visuals of your latest product specials, campaigns, or brand announcements. Keep one clear call to action, and boost the messages with a limited countdown timer!
The value proposition with your unique selling points
Not all might not open up the pre-header and get the entire message, keep a short and compelling section to make sure new visitors really get your value to them, and also help the returning customers to remember why they love you in the first place.
The main product categories
Help people enter the category they are looking for with one tap. Feature main or highly popular categories right on the homepage top area.
The featured product sections by category or sales metrics
Show from one to five product sections, and help people find relevant products faster. Show them per category and sales metrics, such as popularity, average ratings, or sales.
The thematic collections or product bundles
This one here is an amazing opportunity to boost average order value and customer happiness. Assemble collections or bundles from your amazing products - and lead visitors to discover them, and buy them.
The why shop with us - a reminder and social proof
Remind people who scroll this far, why your brand is a match for them, and how it helps to make their lives better! Keep the messaging from the customer's perspective. Spice up and add social proof with testimonials, where people confirm your messaging.
The top brands (if you sell many of them)
Help people to dive right into their favorite brands and reach desired products faster. Remember, people might be brand advocates.
The about us section
Have a short section of your brand, story, and values to increase trust, like-ability, and authority. Tell a story people love, and relate to. Make it about them.
The recently viewed products
Help the returning visitors become visitors much faster, and also consider moving this section below the Hero campaign banners for returning users (on homepage)! This an amazing opportunity to take the user to the checkout!
The pre-footer: The bottom benefits
Visually and textually remind site-wide why shop with you. Keep it super short and have 3-5 benefits visualized and communicated.
The pre-footer: The payment options
Showcase different options people can use to pay, and bet big on buy now and pay later options. Make people trust you more, and help them get products faster and more conveniently.
The site footer with bottom navigation and trust marks
The site footer is like the air you breathe in, it has to exist. Showcase trust badges/marks, top navigation items, key categories, contact pages, FAQ, About us pages, social links - and all the terms and privacy pages. And do not forget the delivery information and return handling pages! You can also use the area to acquire leads and make people subscribe to your newsletter, but there are better ways.
The bonus checklist
The “please avoid” checklist
Avoid auto-rotating banners
It is a proven conversion killer and causes banner blindness. Please, avoid it.
Avoid too many ads and banners
Help people stay focused and lead their attention. Do not add banners for everything and for everybody. It is proven to work against sales.
Avoid poor page speed
One two three four five six .... Bye-bye. Speed equals money in your pocket. Remember that, keep your Google page speed index above 90 on desktop and above 70 on mobile.
Avoid poor design, bad use of colors, and low contrast
It has been proven with research, that every 1 USD you invest in design and user experience improvements brings back 100 USD on average (https://tinyurl.com/wunderfront). Do not underestimate design, first impressions, and color psychology. Keep navigation and call to action of high contrast.
Avoid overpaying - use tools, themes, and plugins to make it happen! Go no-code or low-code!
There is the easy way and there is the hard way. Work smarter, not harder, unleash the power of software, and just buy affordable plugins, themes, or tools, to make it happen.
Avoid reinventing the wheel
Instead, use plugins, and ready-made software to cover these core guidelines.
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