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- #147: Here’s how to convert NEW customers on the homepage.
#147: Here’s how to convert NEW customers on the homepage.
Narrow down your catalog and build trust instantly.
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No. 147: Hey all,
Big product catalogs can overwhelm new customers.
Too many choices, not enough direction.
When visitors can’t easily find what they want, they hesitate or leave.
So show them what’s popular, why your brand is worth trusting, and what to buy—right away.
Here’s how.
An insight to test: Specific product reviews lift conversions 14% for housewares brand.
A new tool: Copy the best-performing playbooks from brands like Summer Fridays, Dr. Squatch, Olipop, and Dose.
Useful tips: Remove friction to increase impulse shopping.
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Read time: 3 minutes
🎯 WEEKLY INSIGHT
For large catalogs, make specific product reviews the first thing new customers see on the homepage to boost credibility and trust.
Reviews right away help NEW customers immediately sort through the catalog.
Most reviews are buried low on the homepage or are too vague, making them easy to overlook.
Move your most specific social proof above the fold.
Then, list the product directly next to the review.
Case in point:
We tested moving up the ‘Real Reviews from Real Customers’ section on the homepage for a housewares brand.
The results? A 14.3% lift in conversion rates from new customers.
REAL reviews above the fold are often more influential than just listing categories or brand promises high up.
Especially if they include specific product information.
Since products for the home are a personal choice, positive feedback is often what new customers need to help narrow down their options.
These peer reviews result in:
Immediate trust: new visitors can scan the reviews for quick peer validation.
Faster checkouts: no need to excessively scroll to learn what’s popular.
As always, test!
⭐ Takeaway: If you have great reviews, don’t make new visitors hunt for them. Put them where they’ll have the biggest impact—at the top.
🕙 WHAT’S BREWING
The 4 cart updates that led to millions in additional revenue for Lane 201.
📣 IN CASE YOU MISSED IT
Remove friction to increase impulse shopping.
Add variety to your upsells for a 24% increase in revenue.
Why you should shift attention away from price.
🗞️ NEWS HIGHLIGHT
Why online furniture sales are tough in 2025.
👀 FROM LAST WEEK
#146: When to hide your product's price.
💡 ALLEN’S QUICK TIP
👊 STOUT SUCCESS
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That's all for today.
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And if you have any comments/questions, I'd love to hear them.
Until next time.
— Allen