|Presentation of the study||
concerned the analysis of the homepages of 100 eRetail sites with a browser-to-buyer
conversion rate of between 2% and 30.3%.
the Best Practices
We examined 160 elements contained on homepages in order to find out what the standard conventions applied by the best-performing eRetail sites are (the size and position of the elements on the homepages are expressed in pixels). (Extract Here)
How to create homepages that sell
We analyzed the homepages of the 100 sites in our study using a grid containing over 600 criteria, thus producing a check list with a total of 60,000 points.
This in-depth analysis enabled us to determine what the best practices of the top eCommerce sites are.
In addition, to fine-tune the results, we split the 100 sites into four groups, according to their browser-to-buyer rates (from highest to lowest) to highlight the differences - sometimes quite considerable - between the homepages of each these groups.
This statistical analysis, combined with the expertise we have acquired over the past few years in homepage auditing, has enabled us to produce a practical and efficient tool for constructing homepages.
all the questions you may have been wondering about. Should I put such
and such an element on my homepage? Where is the most effective place
to put it? How much space should it be allotted? What name should it be
given? etc. It will therefore save you hours of valuable time and will
help propel your site to success, since the choices you make will correspond,
not only to the criteria applied by the best-performing eCommerce sites,
but also to the standard conventions the tens of millions of users who
regularly make online purchases are accustomed to.
Specialized advice drawn from our expertise in homepage auditing
This study, dedicated to homepages, also includes an in-depth analysis of the way that users read a homepage, from creating an effective eye-path to the factors that can alter the user's eye-path. (Extract Here)
It also examines the homepage's role as a navigation center for the whole site: main and secondary menus, links, search engines, etc.
We look at the aspects concerning:
- The way a site expresses its identity on its homepage: welcome, help, gaining the user's respect and trust, etc. (Extract Here)
- Rules for constructing homepages: size, screen resolution, intermediate pages, etc.
- Homepage interactivity: advertising, pop-ups, input boxes, bookmarking the page, etc.
- Factors linked to online purchasing: the basic tools that should be present on a homepage, merchandising, gifts and wish lists, catalogs, etc. (Extract Here)
To see the full contents of our study, click HERE
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