Try Emphasizing Different Types of Content on the Homepage

Consider testing out different ways of composing the homepage so that specific types of content are emphasized. When customers land on the page, what’s the first thing that stands out to them? Think about what your customers might be interested in or what you want to promote, and brainstorm ways to highlight that content to capture their attention.

You might emphasize/focus on:

• The price of products
• Promo content (e.g. sales, free shipping, discounts)
• Average customer rating
• Customer written reviews
• Social media content
• Product categories
• Hero image
• Brands
• Services

Ways of generating emphasis:

• Remove other elements to showcase one element (e.g. just display images)
• Make the element larger than the other elements
• Move the element up to the top of the page
• Change the color of the element to make it brighter or provide better contrast
• Give the element a drop shadow or outer glow
• Have the element pop up
• Use a background image of a person looking at or pointing to the element

Example: TigerChef (best-sellers + focus on price and ratings)

Part of TigerChef’s homepage highlights their best-selling products with a focus on:

• Price for cost-conscious shoppers
• Ratings for consumers that value social proof

When you glance at the listings, two things stand out:

• The price
• The average customer rating

To make these elements stand out, they’ve used:

• A bright red font that pops against the other white and gray elements.
• A larger font/shape than other content.

Example: Kate Somerville (promo offer)

A key objective is to get visitors to sign up with an email address, so when a new visitor arrives, they are encouraged to sign up with a 15% off offer. In this example, this offer was emphasized by having the promotion appear in a pop-up window.

If visitors decide to close the offer without signing up, the offer is minimized to a tab on the right side of the page.

The visitor can click the tab to reopen the offer and sign up.

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