Homepage
Definitely work on the introduction. Nobody needs to be welcomed to a website. People aren't patient. They want a reason to stick around, otherwise they'll tab back to Instagram or Twitter or whatever.
Find (or create) a strong image up in the hero that shows the product in its best light, perhaps either on display in a beautiful location or in the process of being assembled?
Users scroll when they are given a reason to do so. They'll engage with content below the fold only if what's above the fold is engaging. They don't scroll out of the blind hope that something useful may be hidden 5 screens down. They make a judgement call quickly, based on the information that's immediately available to them. If it's irrelevant, uninteresting, uninformative, or too sparse, they will quickly decide to navigate elsewhere.
In order to draw visitors in, webpages act like good writing: the goal of every sentence is to make the reader want to read the next one.
Effort: Medium
Impact: High
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: High
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 just too slow to load.
Google’s recent research has revealed that the likelihood of users bouncing off a page increases by 32% when the page load time extends from 1 second to 3 seconds.
Effort: Low
Impact: Medium
