The homepages of e-commerce stores have a lot of important tasks on hand.
We’re talking everything up to and including directing users to the products they want to see, highlighting key products, introducing the brand and the list goes on.
Even though, most of the cases we send traffic to product and/or collection pages, it is still likely to be one of the most popular pages, and it’s one that plays a part in the user journey, whether they arrive at this point or click back after viewing other pages.
It has a number of tasks to perform, from directing users to the categories or products they’re interested in, highlighting key products, introducing the brand, or perhaps directing shoppers to help or contact information.
So, what is the best way to structure our home page? By using a model called the “Inverted Pyramid”.
In this model, the widest part of the pyramid (at the top) represents the most interesting and important information you want to convey (the hook), with the rest of the information showing below in diminishing order of importance.
This means that the top portion of the screen should show the things that are most relevant to visitors and the things you want to prioritize.
The further down the page an item is, the fewer users see it. However, these users might be some of your most loyal customers, so this doesn’t need to be a problem.
This is especially true for mobile users, because the amount of the page viewable above the fold will vary by screen size and device.
One common trend observed from tests is that mobile users often scroll down to view more content before scrolling right back up or clicking the menu. For this reason, a ‘back to top’ link proves helpful to these users.
A pinned top navigation menu containing links to the menu, site search and cart is also a great way to help your users find what they are looking for.
This pattern is repeated across many ecommerce sites, on both mobile and desktop It helps retailers to show as many products and as much content as they need to on the page, while catering for both the casual and more committed user.
The key here is for retailers to know how to prioritize products and content, and to learn from user behavior and place items in the order that products the best results.