Foundation · 3 min
What you need to know
What belongs near the top?
On the first screen, show the shop name, what it sells, and a way into its products. Use a main button that names what it opens, then show another route, such as “Gift sets.” Make sure these are visible on a phone, where space is smaller.
People sometimes call that first screen “above the fold.” Open your homepage on two phones: if a photo fills the whole screen and hides the main button, change its size or move the button up.
For a full phone shopping test, see How to Make an Ecommerce Store Easy to Use on Mobile.
Should you show products, categories, or promotions first?
Show the few choices that help a visitor start shopping. If you sell several types of goods, product groups and “Gift sets” are useful starting points. If you sell only a few products, product cards may work better. A promotion can follow if it is current and relevant, but it should not hide what the store normally sells.
Watch what visitors look for. A sale banner that attracts clicks to a mostly empty sale page creates extra work for shoppers.
How many sections and products should you feature?
There is no set number of homepage sections. Start with what you sell and two or three useful ways to browse. Add another section only when it answers a buyer question.
You might show gift sets, popular options, and a short delivery note. You do not need separate rows for “favorites,” “best sellers,” and “top picks” if all three repeat the same products.
Choose enough product cards to represent the range, but make sure each card leads to an available, accurately described product. Check how many fit comfortably on a phone.
How should featured products be chosen?
Choose featured products for a clear reason: customers buy them often; they just arrived, or you picked them for an occasion. You can manually feature products you have ready to ship. If a section updates automatically, check its rules so out-of-stock products or irrelevant items do not appear.
Label the group honestly. “Best sellers” should be based on actual sales; a handpicked group can be called “Our picks.”
Why might a homepage get visits but few sales?
Check whether someone can tell what you sell and open a product from the homepage. A button leading to an empty “Sale” page gives them nowhere useful to go. Ask a new visitor to look at your page briefly, say what the store sells, and find a specific product. If they cannot, fix the words and route before changing colors.
For button wording and placement, see How to Write and Place Ecommerce Calls to Action.
Also check whether shoppers reach product pages and leave there. A homepage cannot fix missing product details or a broken checkout.
Foundation · 2 min
Frequently asked questions
Does every homepage need a large hero image?
No. Use an image when it helps show the products or brand. The words and links still need to explain what visitors can buy.
Should I put every product on the homepage?
Usually, no. Give visitors a few useful paths, then let category or search pages show the wider catalog.