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- #124: Does your homepage speak to NEW customers?
#124: Does your homepage speak to NEW customers?
Engage new visitors with specific collections.
Allen Burt
October 09, 2024
No. 124: Hey all,
Your customer wants a straightforward path to products that improve their life.
Immediately, they’re asking: “What’s in it for me?”
On your homepage, highlight clear collections that show exactly what’s available, especially if your catalog is large.
Make it effortless for new buyers to quickly find what they need.
Here’s how.
In this issue:
This week’s win: Brands with large catalogs: guide new buyers with clear homepage categories.
In the news: 7UP reveals its new packaging in its first visual brand refresh.
Quick tips: Turn your inventory challenges into purchase opportunities.
New to The Commerce Lab? This is a 1min insight based on our experiments with 8-and 9-figure brands. Join thousands of brand owners, operators, and marketers 📈 Subscribe here.
🎯 WIN OF THE WEEK
Prioritize clear collections on the homepage to streamline the path to purchase.
A luxury apparel brand initially featured “New Arrivals” at the top of their homepage.
The problem: new products appeal to returning buyers — vital for apparel brands — but for new visitors, it’s less engaging.
We shifted the focus to specific collections:
Replacing “New Arrivals” with “Shop by Designer” increased conversions by 8.7%.
Why?
Specific collections instantly meet buyer needs by offering multiple paths to products. This minimizes browsing time and reduces friction.
For growing brands, most buyers are new visitors.
If your brand has a broad catalog, new customers need a direct way to find the right product.
Providing hyper specific collections simplifies their journey.
Make it easy for buyers to engage with what interests them immediately.
⭐ Takeaway: Be specific. Clearly defined collections on the homepage showcase your catalog and help customers quickly find what they want.
Review your homepage: does it lead customers where they need to go?
As always, test to see what works best!
🕙 WHAT’S BREWING
Want to increase conversions in your cart and checkout? Watch our digital training replay.
📣 IN CASE YOU MISSED IT
Brand-aware buyers value practicality over persuasion.
Reframe inventory issues to inspire more purchases.
Maximize sales with your add-to-cart button.
🗞️ NEWS
How 3 brands are using TikTok to drive awareness & sales.
👀 LAST WEEK’S LETTER
“What size do I need?” Use this trick to help customers choose.
💡 TWEET OF THE WEEK
👊 STOUT SUCCESS
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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