In my extensive experience designing and managing Conversion Rate Optimization (CRO) programs for D2C companies over the past few years, I've had the privilege of working with numerous brands, including well-known names like Amerisleep, Toms, Perfectketo, and Swimsuits for All.
Through our collaboration and conducting over 100 AB tests for e-commerce stores, we've gained valuable insights into:
Through these tests, we've discovered that many e-commerce brands often overlook the importance of adding value to their products and addressing customer needs effectively.
This article aims to shed light on seven essential CRO tips for your website's homepage, designed to elevate your homepage's conversion rate.
Let's break it down.
One of our initial recommendations is to prominently feature press social proof.
While your homepage already includes press social proof, we suggest testing its placement higher on the page.
Additionally, we recommend showcasing customer ratings, such as a "4.9 out of 5 ratings" or "1000+ satisfied customers," along with five golden stars.
These elements instill trust and credibility by emphasizing the number of "happy customers."
The White Willow's range of pillows caters to different concerns and pain points.
We suggest adding a "Shop by Concern" section on the homepage to enhance the user experience, making it easier for customers to discover the ideal pillow based on their specific requirements.
We propose testing the placement of best-seller items higher on the homepage.
Although you already have an "Our Bestsellers" section, it currently resides lower on the page.
Shifting this section upward can encourage more customer clicks and expedite purchasing decisions.
Incorporating customer reviews is a powerful way to enhance credibility and encourage potential buyers.
Currently, your customer reviews are tucked away in a carousel.
Based on our research, hiding this valuable information in carousels can negatively impact conversions, as customers often prefer quick access to reviews without the need for navigation arrows.
Your audience is naturally drawn to compelling stories, including those of brands.
They want to know about your brand's origin, mission, and goals.
Sharing the emotional narrative of how your products or services improve customers' lives can create a lasting impact.
Furthermore, our previous tests have indicated that emphasizing your brand's story can lead to increased conversion rates.
To assist customers in finding the perfect pillow for their specific needs, we recommend adding a small quiz to the homepage.
The White Willow offers various pillow options, and a quiz with targeted questions can simplify the decision-making process for your audience.
Testing headline on your website homepage will help you deliver a more effective message. Instead of "100 Nights of Free Trial" use something like “Pillow Designed to Improve Your Sleep”
A good headline alone isn’t enough—it needs help. That’s why you should always use headline as a part of a larger value proposition. Include
The sum of all of three will help you deliver a more effective message.
Testing clear headline is a great starting point to get started with headline split testing.
In conclusion, optimizing a website involves a combination of design enhancements, persuasive language, and a well-structured user journey.
Whether you manage an e-commerce business or are working to improve a client's website, these principles can significantly boost conversion rates and revenue per visitor.
Be sure to explore our other articles and case studies for additional CRO insights, test results, customer research, landing page tips, and conversion rate optimization strategies.
If you're interested in having us optimize your website to increase your brand's revenue, don't hesitate to book a free discovery call or request a FREE CRO review for your site. We're here to help you succeed.
© 2023 Ravi Desai