e-commerce homepage design : 9 golden rules

9 quick commandments to help you optimise the most important page on your e-commerce website

By Paul Gareth Evans

The most important page on any e-commerce website is the homepage. Its make or break time : a user will usually decide if he wants to stay (and hopefully make a purchase) after only a few seconds, so you've got to get this page just right!

There are hundreds of rules that can be applied to this, but here is a list of (what I consider to be) the 9 most important.

Use the page structure to channel users where you want them to go

help them find what they are looking for by highlighting the most (max 3 or 4) important calls to action on the page (eg "Start here" or "Search for XYZ" where "XYZ" is what you are selling)
Try: Buy the Eisenberg's book Call to action to really understand merchandising on an e-commerce homepage

Put your most important elements at the top left of the page

Users will scan your homepage in an average of 3 seconds to work out if they want to stay. The most viewed area of the page is at the top left, so don't leave this critical real-estate area "redundant"
Try: A friend of mine moved the search functionality on Vacances Ski from the middle of the page to the top left and overnight increased the number of searches (better conversion funnel) by ten-fold

Establish a clear navigation structure

Get your users used to it immediately. Keep it simple (I recommend just text navigation), don't overdo it. Make sure each link to go deeper into the site is labeled in such an obvious way as to avoid confusion
Try: reading this article on moden-day webdesign to see how navigation structure should be "bold and simple"

Summarize your company's business activity near top of page

This should tell your first-time users about the site's main purpose, and will avoid them second-guessing. Eg If you sell blue turnips in Europe then the tagline could be "Selling Blue turnips throughout Europe
Try: See an article on homepage design written by web ergonomy guru Jakob Nielsen. See also this site about internet promotions how a text baseline just below the logo can help situate the context (NB not an e-commerce site, but example is relevant)

Place search engine near top of page

Everyone understands search - so if your site uses a search engine (either keyword or multi-criteria), then place this near the top of the page (eg a good area to put it is at the top left of the page), and include a visible "go" button so that it is inherently obvious to users
Try: seeing how lastminute.com (leading European travel website) handle search on their homepage : clean and easy to understand

Put access to basket/caddy at top right of page

If you have a caddy/basket functionality, place access to it at the very top right of the page, above or integrated into the principal navigation. Most, if not all e-commerce sites do this
Try: Look around at other e-commerce sites (including your competitors). I will stick my neck out and say t hat 9 out of 10 of them will follow this rule.

Make customer service infos visible

If you have a customer services page or a telephone number then put them at the top right of the page, near the basket - users will look here to find them. Customers need this for reassurance.
Try: seeing how amazon.com do it : help links clearly visible at top right and repeated at the very bottom

Reassure with logos and awards

If you work with well-known partners and brands, or if you have won an award from a well-known source, then shout about it on your homepage! Customers will be reassured if they see this and take your company more seriously as they are able to relate to something they already feel comfortable with
Try: going as far as building an "Our awards page" and linking to it from icons on the homepage

Group corporate information in one place

Group all corporate information (eg Who are we? / Company information / contact details / etc) in one distinct area on the page and make it clearly visible for the customer
Try: Its normally a good idea to put this towards the bottom of the page (it is not a direct revenue channel), and repeat the links throughout the site