Ecommerce Website Design: What to Include on the Front Page of Your Website

Contrary to the saying, “Don’t judge a book by its cover,” a website is subject to an extreme level of instant judgments that immediately influence the perception of credibility. According to a study, website visitors make a decision in as little as 50 milliseconds. So, if you don’t give your visitors a reason to stay within the first few seconds, you are most likely to lose them.  For this, you need to focus on your Ecommerce website design and ask yourself, “Is your homepage making the right first impression?”

The visitors stay on a webpage for just 10-20 seconds. This means, if you don’t impress your potential customer in 10 seconds, they’ll ditch you for good. However, if you clearly communicate about your brand and what it does, you are on the right path. Click To TweetFor this, you need to make the webpage engaging enough so the visitors won’t leave.

With this being said, you must be wondering what you should do with your homepage to attract visitors and boost the sales.

Also ReadVideo: 5 common pitfalls in Ecommerce website design

Few Things to Include on the Front Page of your Ecommerce Website Design

Focus on Above-The-Fold Content

When we talk about above-the-fold content, we’re talking about the area that visitors see before scrolling down.

As, first impressions are crucial and if “above the fold” content of your website does not interest the visitors as soon as they land on your site, they will not bother to stay. But if you grab their attention for a bit longer, they will stay, subscribe and buy.

That’s why it is essential to put your most interesting content “above the fold.” Attract visitor’s attention, and they will stay and convert.

When thinking about what lies above the fold and how it accompanies the rest of your home page, focus on the actions you want the visitor to take when landing for the first time on your site, what information they need first and how you can help them make that decision.

Focus on Above-The-Fold Content

For instance, the above image is of Morning Recovery’s homepage. They only sell hangover remedy products. Since their goal is to sell their flagship product, their above-the-fold section focuses on the eye-catching image with a clear and simple CTA that encourages visitors to make a purchase.

Include an Ever-Present Search Bar

The search bar allows the visitors to find exactly what they’re looking for.

If you help visitors find what they’re looking for with the minimum amount of friction, you can boost more sales. So, consider adding a search bar and ease the purchasing process for your customers.

Most brands want to add many things in the navigation but the fewer things you put in there, the easier it is for a shopper. So, instead add a search box in the navigation.

Also, it’s a good idea to make your search bar omnipresent, which means it should tag along as visitors explore your homepage.

Include Search Bar

For example, Michael Kors has a wide collection of accessories, and they have used an ever-present search box at the top right section of the page to make it easier for the customers to find what they’re looking for.

Some websites like Amazon features a smart search bar that auto-completes a user’s search query with possible products, pages, and collections.

Auto-completes a user’s search query

According to a study, the users who complete a search are most likely to purchase on your site. If you are a large ecommerce store, a search bar in the front page of ecommerce website design will offer a great alternative to complex navigation.

Simplify the Navigation Bar

Your navigation bar could make a huge difference in the conversion rate and bounce rate of your website. And, the strength of a webpage depends on its simplicity.

To decrease the bounce rate, make sure your header navigation bar is as straightforward as possible. You must focus on prioritizing the pages that matter the most to visitors.

Limit the navigation links to 7 as fewer items in the menu bar are good for search engines as well. Sites with too many navigation options may seem overcrowded and overwhelming, which increases the chance that visitors will be going the wrong way.

Simplify the Navigation Bar

From example, in the above image, the website has too many navigation links, and it doesn’t end here. It has some more in the ‘More’ drop-down menu.

A good practice is to prioritize your navigation links from left to right with the most important pages on the left. The right navigation bar will be:

Limited number of navigation links

With a limited number of navigation links, the visitor won’t get confused, which in turns, decrease the bounce rate. The number of items matters so does the place of the navigation bar. Place it at standard locations where visitors expect to find them. It could be vertically on the left or horizontally on the top.

Just like the search bar, you can also make the navigation bar fixed.

Make the navigation bar fixed

If you have a large number of products and collections, focus on your top-level collections in your homepage navigation and use a “mega-menu” or drop-down menu to create sub-navigation.

It is a great way to organize your products and pages for easy exploration, without overwhelming visitors with too many options right from the start.

Drop-down menu to create sub-navigation

For instance, Christian Louboutin home page balances minimal and extended inventory with a well-organized drop-down menu.

Also ReadLearning’s from 10 Best Ecommerce Website Designs

Numerous websites also contain links to their page about us, their contact page, FAQ page or other pages in the navigation of their header as they meet their main purposes.

However, if you find that visitors to these pages do not convert based on your goals, it is likely that these links are keeping them away from the conversion process. If this is the case, it is better to add these links to the footer.

Do not convert based on your goals

A Direct Call-To-Action Button

If a customer does not click, he does not make a purchase. This is true for ALL online stores.

The call-to-action buttons on your ecommerce site play a major role in converting window buyers into customers. Unfortunately, 70% of the small businesses do not have a Call to Action on their homepage. Also, according to a study, just changing the color of the CTA button can increase the sales by 21%.

So, the CTAs must be clear, convincing and guide the visitor towards the conclusion of a sale.

Direct Call-To-Action Button

There are many variants of the CTAs that can be used in ecommerce website design depending on the size, phrase, style or button. It can be confusing to find out which works for your site, so it’s better to test and optimize the front page.

Moreover, there are many ways of creating an effective CTA such as adding different colors, adding a sense of urgency, keeping it “above-the-fold” and many more.

Here are the steps on how you can create an effective call to action:

  1. Make your CTA start with action words. It must read like a command.
  2. Use the first-person voice like ‘take me there’ or ‘count me in.’
  3. Highlight the value with your CTA such as ‘Get a Gift now!’

Furthermore, when buyers feel that an opportunity is limited, they may be more inclined to buy.

You see it in retail stores displays all the time. Often, you’ll come across an end-of-season sale that runs for over a week. Applying the same to your ecommerce store will give a boost to your sales.

For instance, if in your shop you have included a stock level or something that says “Buy now – on sale until midnight,” you rely on the sense of urgency.

According to a study, by adding a sense of urgency to their product, the conversion rate is likely to increase by 332%. It’s a huge boost for any business.

Customizing your front page to have a discount

Visitors love to buy things/ items that are on SALE. So, customizing your front page to have a discount or a sale price can surely increase conversions.

For instance, ‘Forever 21’ gives a discount of €6 on first purchase. The CTA with ‘get €6 off’ is hard to ignore because of its position and color.

Consider below points for every CTA button on your Ecommerce website design

  • Place the button where the action is most likely to be taken. The location of CTA depends on the intent of the visitor, the goal of the page and the complexity of what your brand is offering.
  • Consider the size and shape of the button, so the visitor doesn’t have to look around for the next action.
  • The color of the button also plays an important role in making a conversion. The button should stand out and catch the visitor’s eye.
  • An ideal CTA button should reflect a sense of urgency. So, make the text on the button short and simple.

An Easily Accessible Shopping cart

A shopping cart is the most integral part of an ecommerce website. To make the navigation easier for visitors and customers, an easy-to-access shopping cart is a must.

A sticky shopping cart is a cart that is always available and present at the top-right corner of the screen and throughout the entire browsing experience.

For better user experience, you can even display the number of items in the cart. A bold notification by the cart with the number of items they’ve added reminds customers their purchase and encourages them to complete the checkout.

Easily Accessible Shopping cart

Can you see the cart widget on the top-right corner of Jabong’s homepage? If a customer hovers on it, a drop-down would appear showing the items in the cart.

Highlights the number of items in the customer’s cart

Chubbies feature a red notification that highlights the number of items in the customer’s cart, and it slides outs on clicked upon, which lets customers easily proceed to checkout or continue shopping.

Add Special Discounts and Offers

Special offers are certainly a great way of boosting sales.

Add Special Discounts and Offers

It is important that special offers and sale are in a leading place on the homepage of your ecommerce website design.

Some sites include an image of the products they have for sale, while others have a generic image and will let the visitor explore from there. For example, in the above image, ZARA has used an image with a big SALE written on it to grab visitor’s attention.

Illustrated People have seen remarkable improvements in their conversion rate after launching their new website.

Marketing strategy includes various discount options

If your marketing strategy includes various discount options, you can even create a menu for them. With this strategy, and storing all coupon codes and loyalty point offers in one place; you can increase conversion and attract more loyal customers.

Social Proof To Gain Trust of Visitors  

Social proof is a great indicator of trust.

The product you’re selling could be the best in the world, and it’s good to pretend, it’s just that people can’t believe if they have never heard about your brand before. And that’s exactly what social proof does. With social proof, you can leverage existing trust from your customers to gain the trust of new visitors.

For instance, Gucci talks about inspiring stories on their homepage and you can click on any story to read the whole story.

Social Proof To Gain Trust of Visitors

Include only some of your best (short) quotes on the homepage, and link to case studies, if any. Adding a name and a photo gives more credibility to these testimonials.

Also, ErgoDox includes the name of the well-known company as a testament to the quality of their products.

Customer logos are displayed to establish credibility

Once the company communicates the value proposition, customer logos are displayed to establish credibility as you can see in the example. This is included in the footer of a website after stabilizing what a brand does.




As you’ve probably known by now, there’s not just one type of ecommerce website design. Several factors affect the design of your pages such as branding, demographics, marketing channels and a number of products.

So, it’s important that you never stop working on your homepage and make it better with time. You can use the sales and traffic data your to measure the impact of your front page. Click To TweetHowever, it could be possible that your homepage has a room for only a few points, so keep experimenting with what looks good and increases your conversions.

Also, according to a study, 85% of the users think that a brand’s mobile website should be as good as their desktop ecommerce website design.

Also Read4 Ways to optimize your Ecommerce Website Design for Mobile

So, if you don’t want the user to just window shop and actually purchase from your site, the very first step is to optimize your website.

One thought on “Ecommerce Website Design: What to Include on the Front Page of Your Website

  1. With all these pointers, I would like to add that the risk reducers, such as free deliver, money back guarantee, or secure payment, will develop a trust among the customers and eventually decrease the cart abandonment rate. Overall, this is a great piece of information.

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