Homepage
Close up shots of the hat help show off the craftsmanship and materials. Near the top of the page though, you want to do everything you can to capture the attention of your target market.
You can accomplish that by showing an image of your product in context—being worn by someone who is either represents your target market, or is aspirational to them.
I would use a shot of both a man and a woman wearing the caps, unless your current customer base heavily skews one way or the other.
Effort: Medium
Impact: Medium
The header is unambiguous which is great—it's clear you sell high quality baseball hats. However, it could do a much stronger job positioning the hat.
Is there a single, unique, highly compelling benefit that your target market can gain from the high quality, special materials used to make this cap?
Look good before and after a sweaty workout or a round of golf? Will it last a long time without fraying or fading?
Painting a picture of unique benefits will make visitors interested in learning more, at which point you can delve into some of the features which provide the benefit.
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: Medium
Impact: Very High
Showing a different image when a user hovers over the product preview image can help users feel more confident in either clicking through or continuing their search. A product detail view or a shot of the product in use can help users visualize the product more fully and understand if it might be a good choice for their needs.
Effort: Medium
Impact: Medium
