If you were to walk by a shop on your morning commute every day, and the display window looked exactly the same for a month, you’d start to form an opinion that there were no new products, no special offers, and no reason to head in outside of necessity.
Companies employ Visual Merchandisers for a reason, they help entice you into the shops with creative and elaborate displays that capture the attention of passers-by enticing them in. That approach has to be the same for your website!
Managing a homepage needs to be the perfect execution of strategy and technology. In this instance, one informs the other and will help determine how you can keep the homepage refreshed and interesting.
Out of the Box features
Depending on your current tech, there are a number of out of the box features that you can switch on, that will work to refresh your homepage –
- Magento: Take advantage of customer segmentation that serves different products/carousels based on known customer behaviour
- Drupal: Personalise the experience for returning customers
- Salesforce Marketing Cloud: Utilise Predictive Intelligence to help make product recommendations using AI
For each of the above examples, you can dedicate retail space on your homepage, allowing the platforms to adjust and recommend products on your behalf. Customer trends and behaviours change, so having recommendations based on the “wisdom of the crowd” is a great way to provide relevant content in a timely manner.
Tools like Visual Website Optimiser, Optimizely and Hotjar provide you with the means to A/B test your website. You can interrogate customer behaviour and build up a picture of what expressions, content, and colours are increasing presonses to CTAs or increasing basket sizes.
With strategy, you need to have a good understanding of your current limitations and look at ways to keep the homepage looking regularly updates. The use of a Content Calendar is an excellent way of managing key elements of the page ensuring that you are regularly reviewing what is live and what can be updated. Running regular campaigns that are communicated through carousels or other means, ensure that the homepage doesn’t remain “static” for too long.
We firmly believe that a homepage’s content should evolve and update on a regular basis. There is no point providing an excellent offline experience and then having a website that doesn’t mirror that commitment. If you need support with either Strategy or Technology, reach out on the form below.