The homepage remains a crucial element of an e-commerce store, even though numerous users, including newcomers, often arrive directly at an intermediary category page or a specific product page via direct links (such as those shared on social media), promotions (ads and PPC), or organic search results.
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AB Testing Team
UX Team
Figma
Content Square
Baymard
Analytics
Benchmarking
Heatmaps
Attractiveness Rate
Click Rate
Revenue
Click Distribution
UX Researcher • Full Report & Analysis via Content Square
Is the home page optimized for our users? In this discussion, we will explore the main goals of the homepage and the potential opportunities it presents for both new and returning users.
This report seeks to identify issues that exist within checkout that might be causing this abandonment and propose potential solutions that could improve the checkout conversion rate. This report will also address options for getting the user to return to the site and complete their purchase after abandoning their cart.
Enhance User Experience: The primary goal of updating the home page is to improve the overall user experience by making it more intuitive, visually appealing, and user-friendly.
Increase Conversions: Updating the home page aims to optimize it for better conversion rates, such as increasing sales, sign-ups, or other desired user actions.
Communicate Brand Identity: The home page update should align with the brand's identity and effectively communicate its values, mission, and unique selling propositions to create a strong connection with the target audience.
Content Organization: One challenge in updating the home page is organizing the content clearly and concisely, ensuring that important information is easily accessible without overwhelming the user.
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SEO Optimization: Updating the home page for SEO requires balancing changes to page structure, content, and metadata with optimization practices like keyword targeting, meta tags, and headers to improve search engine rankings.
Testing & Feedback: It is crucial for validating home page updates. Implementing methods to collect user insights, analyze behavior, and incorporate feedback is challenging yet essential for refining and improving the updated page.
Here are insightful metrics detailing user interactions with various sections of the home page.
Click Rate
Lower on the page users were not as interested in clicking these sections.
Attractiveness
Users who ended up scrolling down found Shop by Category the most attractive, even over deals
Heatmap
The top hot spots are the menu, fitment, tire category, and all deals.
Below are consolidated insights for updates to the home page for Discount Tire.