Greg Randall says, “The topic of placing products on the homepage always comes with debate, but when thinking in the context of customer experience design, the reasons against presenting products are straightforward. 

I’ve previously taken an in-depth look at product page design, and now it’s time to turn the spotlight on the homepage.

Purpose of the homepage

The purpose of the homepage is to maintain a consumer’s ‘buying momentum‘.

Buying momentum is characterised by a series of micro-actions consumers take in their journey leading to a macro-action (a purchase).

The team at Site Tuners say the purpose of the homepage is to “get visitors off the homepage”, which is right, the homepage is a “sign post… it’s not where your content really lives.”

When a consumer lands on a homepage they are at least one step into their journey and want to continue moving closer to their goal/macro-action“.

Why ecommerce retailers should never place products on the homepage

‘Econsultancy’ Blog

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