#2) On mobile, add a Link Bar

On mobile, a link bar is somewhat equivalent to having the main categories showing directly in your desktop header menu.   A bit of data… Growth Rock saw a 5% increase with 93% statistical significance by adding a Link Bar. This article mentions two case studies done on link bars: Case study 1: 5% increase in completed orders with 93% statistical signific...

#24) Place a clear & descriptive call-to-action button above the fold

Avoid labels such as “Shop Now”, “Continue”, … ). In the mini-teardowns I do, I often mentioned that the main CTA button in the hero section should be more descriptive. IKEA is a good example of what to do. To be fair, IKEA’s hero section is a carousel and each slide is focused on a specific product or offer so it’s easier to have a clearer ...

#25) Unique selling points should be specific

For example, “60 Days Return Policy”. Typically, it’s a good idea to present two or three selling points above the fold.

#27) Avoid automatic carousels in your homepage’s hero section

Opt instead for user-initiated carousels, if any.   On the homepage above the fold, avoid carousels altogether. What I usually recommend is to either have a static background image or a slowly moving background video, especially if it is well-integrated with the text & CTA(s) above. I wrote an article on my blog about the Pros and Cons of a Homepage Backgroun...

#28) Feature your top categories (with images) right below the fold on the homepage

After getting introduced to your value proposition with a “hero section” at the top of the homepage, the next step is to help them decide where to go on your site (which category to open). A list of main categories serves that purpose. I recommend putting it directly below the hero section, or at least high up on the homepage. The other section that I usua...

#32) Add social proof and build trust

On the homepage, you can elements such as: testimonials “As Seen On” logos facebook likes number of customers number of reviews a few reviews how long you’ve been open awards   On category pages and/or product pages, you could test behavior notifications (e.g. purchase) (see #149). I recommend avoiding them on the homepage, and making sure they’...

#99) Add sub-sub-category links to help users decide which path they should take to find the product they want

It also helps returning users bypass intermediate pages and go directly to the sub-sub-category they want. I looked at 55 of the top ecom stores, and haven’t found a single one that is doing this. However, most of them have at least a thumbnail to illustrate the category, and several of them also added a label.

#169) Offer personalized recommendations

Those can be based on their previous orders and interests. NN/g recommends prioritizing them over more generic recommendations. Put that “Recommended For You” section high up on the homepage. (source)   Specify how you came up with those personalized recommendations. A good example is Netflix:   Amazon suggests products based on products you vie...

#177) Make your featured product carousels user-friendly

This is how Amazon implements product carousels (on their homepage) on desktop.    Some observations: Clicking a Previous or Next button scrolls by several products, not just one The scrolling bar makes it much easier to scan quickly through the products A common shortcut on desktop for horizontal scrolling is shift+mousewheel, but that is not supported &...