#107: Should your homepage focus on products or brand story?

No. 107: Hey all,

How important is it to show visitors your brand propositions early on the homepage?

It depends.

Every brand thinks they need to state what their brand offers immediately.

But if these aren’t unique to your brand, they could distract (especially on smaller mobile screens).

Here’s how to optimize your homepage header to what your audience values most.

In this issue:

• This week’s win: Where to put brand statements on the homepage.

• In the news: How to not sacrifice customer loyalty while reducing returns.

• Quick tips: Convert more cold traffic with product benefit copy.

WIN OF THE WEEK

Move vague brand statements down and high-revenue collections up for easy shopping on the homepage.

Let’s talk brand icons. Very popular, but often quite generic.

The hope is that they’ll capture emotions early and increase scroll depth.

But – if they aren’t specific enough to your brand, they can distract.

Here’s how to avoid losing people with irrelevant content.

We flipped brand icons and a ‘Shop Collection’ button at the top of an apparel brand’s homepage. It shifted icons down and the call-to-action button up for a 7% lift in mobile conversions.

Linking to your best collection first could outweigh the value of brand statements - especially if they aren't necessarily unique.

For this apparel brand, shoppable content was more valuable to their buyers at this early stage.

Although brand statements are important for nurturing new customers, they tend to distract on a small mobile screen.

✨ Mobile Takeaway: Don’t interrupt shopping with vague brand propositions. Unless they are unique to your brand, move your high-revenue collection up to take advantage of this prime real estate.

Then, as always, test!

🕙 WHAT’S BREWING

🎧My ‘Formula One’ approach to scaling revenue and profitability through CRO on The Conversion Show Podcast.

📣 IN CASE YOU MISSED IT

Avoid “dead ends” on site.

Convert more cold traffic by moving product benefit copy here.

Do this once a month to get to know your customers.

🎯 NEWS

Will retailers sacrifice customer loyalty to solve the returns problem?

👀 LAST WEEK’S LETTER

The 3 product badges that lifted revenue per visitor 33%.

💡 TWEET OF THE WEEK

👊 STOUT SUCCESS

Want this for your store, too?

Book a strategy call with me.

That's all for today.

If you enjoyed this, please consider forwarding it to a friend, founder, or fellow marketer.

And if you have any comments/questions, I'd love to hear them.

Until next time.

— Allen

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