How to Boost Ecommerce Sales (Part 1: Home Page Conversion Optimisation)
A strategically optimised home page serves as more than just a digital storefront - it's a carefully crafted conversion engine that guides visitors through their purchasing journey while building trust and engagement at every step.
This comprehensive guide breaks down the essential elements of high-converting ecommerce home pages, providing you with actionable tactics and real-world examples you can implement.
The best way to use this guide is to follow it from top to bottom while scrolling through your online store.
This way you will quickly identify what optimisations are already there and what's missing.
Let's dive right in, using an online jewellery store as an example.
Home page conversion optimisation (recommended page sections in order, top to bottom)
1. Value proposition banner
The value proposition is your brand's elevator pitch. It should immediately communicate what makes your business special in 5-10 words.
Weak example: "We sell jewellery"
Strong example: "Handcrafted Ethical Jewellery | Empowering Artisans Globally"
Pro tip: Focus on the unique benefit or emotional connection your brand provides.
Are you solving a problem?
Offering something unique?
Telling a compelling story?
2. Navigation
Your navigation should be intuitive and comprehensive. For ecommerce sites with multiple product lines, a mega menu works wonders.
Best practices:
Use clear, descriptive category names
Include a prominent search bar
Organise categories logically
Use drop-down menus for subcategories
Example menu structure:
Rings Wedding Rings Engagement Rings Statement Rings
Necklaces
Bracelets
Ethical Collections
3. Hero section
The hero section is prime real estate for capturing attention.
It should feature:
High-quality, professional imagery optimised for page load speed
A compelling headline
A clear, bright call-to-action (CTA) button
Headline examples:
"Jewellery That Tells Your Story"
"Ethically Crafted. Globally Inspired."
CTA (call to action) button variations:
"Shop New Arrivals"
"Discover Our Collection"
"Find Your Perfect Piece"
4. Best selling products
Showcase your most popular items to create immediate social proof and guide customer interest.
Display elements:
High-quality product images
Clear pricing
"Add to Cart" buttons
Brief product descriptions
Customer rating indicators
5. Trust badges
Trust badges are a must for newer stores that don’t have many reviews or named testimonials yet.
Display badges that reassure customers about:
Payment security
Satisfaction guarantees
Return policies
Shipping information
Example badges:
"Secure Checkout"
"30-Day Free Returns"
Payment method icons (Visa, PayPal, etc.)
6. New arrivals and featured collections
Create sections that:
Highlight the latest products
Showcase curated collections
Provide fresh content for returning visitors
Collection ideas:
"Wedding Season Favorites"
"Gifts Under $100"
"Sustainable Luxury Collection"
7. Seasonal offers and urgency creators
Implement elements that create a sense of urgency:
Limited-time sale countdowns
Seasonal promotions
Low stock warnings
Urgency Copy Examples:
"Summer Sale Ends in 24 Hours!"
"Only 5 Pieces Left in This Collection"
8. Social proof
Include:
Customer testimonials (these are best by far, but don’t fudge these yourself - asking for testimonials isn’t hard if you do it right - ask me how in comments if you’re interested)
Instagram feed integration
Influencer collaboration images
User-generated content
9. Email signup
The power of an email list should not be underestimated. Some stores I worked with attribute big chunks of their revenue to email promotions. People on the email list have already warmed up to you or your business, and want to receive value from you in the form of exclusive information or special offers.
Offer an attractive incentive for joining your mailing list:
Discount codes
Exclusive first access
Free styling guide
Entry into a monthly giveaway
Signup Headline Examples:
"Join Our VIP List – 20% Off Your First Order"
"Get Exclusive Styling Tips & Early Access"
10. Sustainability and ethics section (if applicable)
People want to associate and deal with businesses who do good. If your business aligns to some of these values, be sure to scream about them on top of your lungs.
Highlight your brand's commitment to:
Ethical sourcing
Environmental sustainability
Fair trade practices
Community impact
11. Comprehensive footer
A large footer with relevant links will not only be good for user experience, but will help with SEO as well.
Include:
Contact information
Customer service links
Shipping and return policies
Social media icons
Secondary navigation
Main product category links
Wrapping up
Home page optimisation is not a one-time task but rather an ongoing process of refinement based on user behavior, market trends, and business objectives.
The strategies outlined in this guide provide a robust framework for creating a home page that not only captures attention but strategically guides visitors toward conversion, building trust and engagement throughout their journey.
As you implement these optimisation techniques, focus on measuring their impact and adapting them to your specific audience and brand identity.
Start with the elements that promise the quickest wins for your store, then systematically work through the remaining optimisations. Remember that even small improvements in conversion rate can translate into significant revenue gains over time - so begin your optimisation journey today.
Need help putting these strategies to work?
👉 Get in touch with one of our CRO experts for an obligation-free chat.
