Logical shortcut: the customer wants to buy something, so let’s show them the products
The reasoning is simple. A customer has visited the online shop, and the aim is for them to place an order. So, on the homepage, we show them bestsellers, new arrivals and discounted items – to get them as close as possible to making a purchase.
That’s not a bad point. It just assumes, for the most part, that visitors already know exactly what they want. But most people don’t come in with that mindset. They’re just finding out what the shop has to offer and whether it’s right for them.
The specific product must be the right one
A product will only be successful on the homepage if it matches what the customer is currently looking for – in terms of product type, style, price, size and current need. That’s a lot of criteria to meet at once.
If a product doesn’t meet the customer’s needs, they won’t find out about the rest of the range. Several product pages may showcase a few products, but they may not reflect the full extent of the range.
The category makes the initial decision less difficult
The ‘By Customer’ category does not expect the customer to choose a specific product straight away. First, they choose a direction – a section of the range, a product type, a use or a situation.
The customer doesn’t have to decide straight away which specific shoes to buy. First, they choose whether they’re looking for running shoes, smart shoes or casual shoes. That’s a much easier decision. And every little decision like that brings them one step closer to making a purchase.
The homepage helps visitors understand the full range of what’s on offer
UX research by the Baymard Institute shows that visitors form an impression of what an online shop is like and what it sells based on its homepage. If the homepage shows only a narrow selection of products, some people will get the impression that the shop doesn’t stock the range they’re looking for at all – and will leave without even opening the menu.
Baymard also explains that when people are casually browsing a homepage, they scroll down to see what the shop has to offer. For them, the homepage acts as a map. If the map only shows three products, it’s as if the rest of the territory doesn’t exist.
It’s not about categories versus products
Categories and products cater to different needs:
| Category | Products |
|---|---|
| They help you choose a direction | They offer specific solutions |
| They show the range of products on offer | They inspire and encourage people to buy |
| They work for those who are less certain | They work for those who are better prepared |
| They make the catalogue easier to navigate | They highlight bestsellers and special offers |
For a larger online shop, therefore, a clear hierarchy makes sense: first explain where the customer is, show the main routes to the product range and introduce the key categories. Only then should you offer selected products and provide reasons to buy. This isn’t a one-size-fits-all template, but a principle – one of order and balance.
Visual content, not advertising banners
The entry to a category is not a banner. An advertising banner is designed to catch the eye. A navigation block is designed to help users find their way around. For it to work, it needs:
- a clear category name – ‘Women’s T-shirts’, not just ‘T-shirts’,
- an image that helps me identify the category, not just a nice photo,
- the entire clickable area, not just a small link in the corner.
The picture here isn’t just for decoration. It’s information.
When can products feature prominently on the homepage?
There are situations where the products on the homepage are rightly featured:
- The online shop has a very small range,
- sells one main product,
- traffic is directed towards a specific collection,
- Customers regularly return to buy the products they know,
- The data shows that product blocks do indeed lead to purchases.
So the rule isn’t ‘always go by category’. It’s ‘with a wider range, first get your bearings, then look for inspiration’.
How to find the right solution for your online shop
The answer lies not in opinion, but in the data. Take a look:
- what people click on on the homepage and which sections they ignore,
- whether they go on to the categories or straight to the details,
- whether they will be able to view the product, add it to their basket and place an order,
- the differences between mobile and desktop.
The options that emerge from the data can then be validated through A/B testing. Not based on gut feeling, but on measurement.
A handy checklist
A homepage should meet the following criteria:
- Is it immediately clear what the online shop sells?
- Is the range of products sufficiently wide?
- Will the customer find their main category?
- Are the category names unambiguous?
- Do the images help with identifying the offer?
- Aren’t products the only way to access the catalogue?
- Does the layout work on a mobile as well?
- Do we know from the data which blocks people actually use?
Conclusion
A homepage doesn’t necessarily have to steer the customer towards a specific product as quickly as possible. First and foremost, it should help them understand what’s on offer and choose the right path. The products can come straight after that – at the moment when they’re most likely to match what the customer is actually looking for.
Does your homepage guide customers, or does it simply offer them a few products?
I’ll have a look to see where customers are getting lost in the menu and what it makes sense to adjust first.
