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LuckyVitamin is an online retailer delivering discount prices and free shipping on everything wellness, from vitamins to natural beauty products. LuckyVitamin’s incredible mission is to be the “go-to source for natural products and knowledge” so their customers can live a healthy life.

When customers land on LuckyVitamin’s website, they instantly have access to a wide range of products to fit their individual wellness needs. However, could the retailer’s Home page be leaving a subpar first impression? We could test that.

The Opportunity: The Website Home Page Could Better Showcase Available Products

First impressions are everything, especially when it comes to conversion. For many e-commerce retailers, the Home page is the first opportunity to leave a lasting impression. In fact, users form an opinion about a site in as little as 50 milliseconds.

While some site visitors may want to browse, others know exactly what they want to purchase. In both cases, your Home page should communicate your business value and your main product offerings from the start.

Currently, LuckyVitamin’s main product categories are listed further down on the Home page, well under the hero section. This may be leading visitors to feel overwhelmed when visiting the website, which often results in bouncing off the website. And unfortunately, that impression will last.

LuckyVitamin is missing out on a chance to showcase top available products on the Home page.

Our Hypothesis: Highlighting Product Categories Will Boost Conversion Rates 

According to CXL, it takes 2.6 seconds for a user’s eyes to land on the area of a website that most influences their first impression. Visual appeal and website navigation have the biggest influence on a visitor’s first impression of a site. 

Baymard also suggests that having product categories in the main navigation enables visitors to immediately browse, which is critical for mobile users.

During a recent A/B test on behalf of an e-commerce client, we found that 72% of users that land on category pages were returning to the Home page, making it a vital part of the user journey. By highlighting the product categories above the Home page hero, we were able to increase revenue by a projected $5.9MM.

The Potential Fix: Moving Product Categories to Above the Hero

We would begin our test by moving LuckyVitamin’s product categories to above the hero section.

This move can benefit both new and returning users alike. Repeat visitors can use the categories as direct deep links, saving themselves a trip through the navigation. New users save themselves time by quickly understanding what a retailer offers and finding what they need.

We hypothesize this change will provide users with a better experience, whether it’s their first or tenth visit. As a result, we will decrease bounce rates and increase conversion rates, time on site, and revenue per visitor.

Placing product categories above the Home page hero image will help visitors quickly find what they need, decreasing bounce rate and increasing conversions.

What Can Cro Metrics Test for You?

Could simply moving product category tiles on a Home page help you reach your growth goals? It’s possible. The first step is to test. To learn more about our experiment-led marketing programs, subscribe to Cro Metrics.