Keep It Current
Periodically refreshing all of your home page components keeps your audience on its toes and more likely to buy. Burke finds that most successful e-tailer home pages are those that get updated every six to eight weeks, and he recommends assigning an employee to this specific task.
Waldeck goes one step further by suggesting that a copyright date or the date when the page was last updated be shown.
Though your home page naturally demands careful and thorough attention, Fahrland warns catalogers against concentrating on it so exclusively that the rest of the site suffers. She uses the analogy of a Hollywood set—all glitter up front, but nothing behind it.
A Home Page Done Right
- A home page has to work even harder than a retail storefront or print cover because it must facilitate
transactions further on in the site.
- A prominent logo and coordinating color scheme help ensure confidence in your brand.
- Accommodate users’ different search tendencies with both “search” and “catalog quick order” fields.
Company information is important, but place it toward the bottom of the page so as not to distract users from their intent to purchase.
- Give products and promotions a substantial amount of space, but keep them consistent with your brand’s tone.
- Offer vertical scrolling, but keep the most important information in plain view. Users shouldn’t have to work too hard to find what they’re looking for.