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Free shipping isn't a unique USP for most brands anymore—people expect it. It also doesn't change anyone's interest in the products on sale when first arriving at a site.
An announcement bar can take up 5 to 7% of the very valuable real estate above the fold. A two-line bar might take up more.
Announcement bars should be used for actionable announcements. Almost always, this means an offer.
When using an announcement bar, make sure it links to the offer. Either a way to automatically apply a coupon, or a link to a sale product or category. If there's no offer, there's no reason to include an announcement bar on every page.
Effort: Very Low
Impact: Low
Image fades in on load—try to optimize load so it's immediately visible instead.
Forego fading text and other animations for above-the-fold content since it slows users down. While judicious use of animation can help a site feel more polished and engaging, it can also increase bounce rates if it hides content for too long. At worst, users might believe a page is broken—or that it's too slow to load.
Effort: Low
Impact: Low
"Meet our new style" could be improved—at the very least in terms of specificity.
Your value proposition is the "hook" that draws visitors in. It should be a simple one- or two-liner that tells people exactly what you offer and why it's worth their time. When people land on your homepage, they should be able to grasp the unique value you provide within 5 seconds. A good value proposition gives them a reason to explore further.
Your homepage value proposition will depend on the type of store you run. For example, if you have a small number of products, your homepage value proposition might be more product-focused. If you have a wide range of products, your homepage value proposition might be more company- or brand-focused.
Regardless, keep these guidelines in mind when crafting a value proposition.
Focus on clarity before creativity
Above all, you must ensure your value proposition is clear. Easier said than done, since a value proposition needs to answer many questions—
What product are you selling?
Who should buy your product?
How will buying your product improve the visitor or their life?
Why should the visitor buy from you and not your competitors?
When will the value be delivered?
Understand your customer and their voice
The language you use plays a big role in shaping the perspective of people who end up on your site. Your visitors should see themselves in your value proposition. A good strategy is to use the exact words of your current customers to hook your future customers—look to any existing reviews or testimonials for inspiration.
Emphasize specific benefits, not vague hype
If you've walked down a single block in New York City, you've seen dozens of stores claim to have the "World's Best Coffee." Every sign you encounter makes it a little more difficult to believe the previous one.
Hype, which can come in the form of vague superlatives ("best") and exaggerations ("world's best"), can be dangerous that way. Instead, focus on distinct benefits and the concrete value your product delivers.
Effort: Low
Impact: Medium
