Traditionally, a website’s homepage has always been the main gateway to the rest of the site – allowing brands to entice the customer with promotions, offers, attractive banners and links to other categories or trends.
However, as Internet use is changing with the constant growth of social media, search engines and mobile devices, it means that customers are reaching brands’ sites through ‘side doors’ rather than through the traditional homepage access. They will be sharing and finding direct links to website pages through these methods, rather than being directed to the main home page of a site.
These changes mean that it is important for brands to treat every page as if it is their homepage. Brands need to incorporate elements of their homepage into every page of their site – you never know where a customer is going to land, they may never even see your homepage.
For example, Motel Rocks‘ category pages still include colourful visuals that you would expect to see on the homepage of website, in case a customer lands directly here:
It is also essential that exceptional navigation menus are not only available on the homepage, these should be mirrored throughout the site, as again you are never sure where a customer will land on the site. Again Motel Rocks’ site demonstrates this:
Despite being on the Jeffrey Campbell category page, customers can still easily access the full navigation menu including other category pages, social media, customer account area and wishlist.
It is also essential that there are action items on each page. Motel include various elements to encourage interaction from customers on each page, for example the ‘recently viewed items’ at the bottom of each product page, plus the social media icons encouraging each customer to share the page.
Brands need to understand the the traditional website design is changing, you may not be able to guess where customers are going to land and need to be sure that their experience will be exceptional no matter where on the site they land.
etailPR have great knowledge in ensuring that sites are optimised for customer experience, as demonstrated by the Motel site above. To find out more about etailPR’s website design services please contact us or find out more on our website.