E-commerce Homepage Examples & CRO Best Practices

Conversion rate optimization (CRO) is a critical aspect of e-commerce success. By optimizing your homepage, you can increase the chances that visitors will take the desired action, whether it be signing up for a newsletter, making a purchase, or downloading a product. In this article, we will cover some best practices for optimizing the homepage of an e-commerce site for CRO. These tips will help you create a homepage that is engaging, informative, and easy to navigate, which can help drive more conversions for your business.

Key Points for E-commerce Homepage CRO

Here are some key points to consider when optimizing the homepage of an e-commerce site for conversion rate optimization (CRO):

1. First and foremost, make sure the homepage is visually appealing and easy to navigate. A clean, modern design that is easy to use will help encourage users to explore the site and learn more about your products and services.
2. Make sure the homepage clearly communicates the value proposition of your business. This should include a clear, concise description of what you offer and why it is unique and valuable to customers.
3. Use high-quality images and videos to showcase your products and services. This will help potential customers see what you have to offer and get a better idea of what they can expect from your business.
4. Include customer reviews and testimonials on the homepage. These can be a powerful way to build trust and credibility with potential customers.
5. Make sure the homepage includes clear calls-to-action (CTAs) that encourage users to take the next step, such as signing up for a newsletter or making a purchase.
6. Use A/B testing to experiment with different versions of the homepage and see which ones are most effective at driving conversions. This will help you identify the most effective design and content elements to include on the homepage.
7. Finally, make sure the homepage loads quickly and is mobile-friendly. Many consumers now shop on their smartphones, so it's important to make sure the homepage is optimized for mobile devices.

Hand Picked E-commerce Homepage Design Examples & CRO Analysis

We have prepared a curated list for you! Using our list and CRO analysis, you will understand the key elements for E-commerce Homepage designs from a CRO standpoint.

Golde

Golde is a health and wellness e-commerce store specializing in vitamins and supplements. Using only 100% natural and vegan-friendly ingredients, their products are designed to provide a simple and effective way to boost daily routines. With a range of options from smoothies to skincare, Golde is an ideal choice for those looking for a healthy and natural lifestyle. - Visit Golde Store

👏 CRO good practices:

• ✅ The value proposition is communicated immediately
• ✅ The homepage gets people off the homepage as quickly as possible
• ✅ The most important content stands out
• ✅ No overly complex words or jargon
• ✅ The page displays multiples contact points

Starface

Starface is a personal care store offering skincare products with clinically-proven ingredients curated to provide effective results. The store features an array of high-quality products with an emphasis on cosmic cuteness. - Visit Starface Store

👏 CRO good practices:

• ✅ The website makes use of a flat navigation structure
• ✅ Each level of the site looks slightly different
• ✅ The active menu item is a different color

Blume

Blume is an eco-friendly personal care store specializing in natural, organic skincare, bath and body, and feminine care products. Their products are free of harsh chemicals, dyes, and toxins, making them safe to use on the skin and in the environment. - Visit Blume Store

👏 CRO good practices:

• ✅ The search box is visible and easy to find
• ✅ CTAs on the homepage match the buying stage
• ✅ The homepage makes use of unique imagery

Acid League

Acid League is an online food store offering pantry staples and condiments made with flavorful ingredients. Their products range from vinegars and drinks to sauces and condiments to enhance any home-cooked meal. All items are made with fresh ingredients to provide a unique and energizing experience. - Visit Acid League Store

👏 CRO good practices:

• ✅ The homepage includes some form of social proof
• ✅ The homepage showcases popular products/services
• ✅ The homepage displays the latest blog posts

Lagatta

Lagatta provides the perfect blend of fashion and performance. Lagatta offers high-performance activewear for women over 40. Its designs focus on the strong, confident, and stylish and provide a blend of fashion and function. Lagatta's pieces are designed to provide comfort and support while also allowing wearers to feel stylish and express their individual personalities. - Visit Lagatta Store

👏 CRO good practices:

• ✅ The homepage looks prototypical
• ✅ The homepage includes some form of social proof
• ✅ The buttons have rounded corners

Maivino

Maivino, we strive to provide a unique and eco-friendly drinking experience. Maivino is a beverage store offering an extensive selection of wine and alcohol. Proudly eco-friendly, their vegan wines are presented in unique packaging designed to reduce its carbon footprint by 80%. Maivino is committed to providing customers with a one-of-a-kind, sustainable drinking experience. - Visit Maivino Store

👏 CRO good practices:

• ✅ The homepage hero section has no slider
• ✅ The homepage hero section has no video background
• ✅ The homepage looks prototypical

Every Man Jack

Every Man Jack specializes in personal care products for men, offering naturally derived and plant-based options for hair care, bath & body, and skincare. Their collection is designed to deliver exceptional results and performance. - Visit Every Man Jack Store

👏 CRO good practices:

• ✅ The message is communicated accurately
• ✅ Content is visual appealing
• ✅ Content is easy to consume

Magic Spoon

Magic Spoon is a food brand providing delicious, high-protein, low-sugar, keto-friendly, and gluten-free snacks and bars. With options ranging from Cocoa to Peanut Butter, the cereal selection offers something for everyone. All products are designed to meet the needs of health-conscious consumers. - Visit Magic Spoon Store

👏 CRO good practices:

• ✅ The site has an exit intent popup
• ✅ The CTAs are repeated multiple times
• ✅ The buttons are obviously clickable elements

Veloretti

All of our modern urban bikes feature lightweight frames, distressed details and contemporary colours, making them perfect for daily commuters. Veloretti is a lifestyle store specializing in modern urban bicycles. Lightweight frames, distressed details and contemporary colour styles make them ideal for daily commuting. They offer a selection of outdoor and bike supplies for guests to choose from. Customers are guaranteed quality products that prioritize timelessness and simplicity, leaving out unnecessary features. - Visit Veloretti Store

👏 CRO good practices:

• ✅ The primary navigation contains no home link
• ✅ Linked icons are visually different from unlinked ones
• ✅ The value proposition is communicated immediately
• ✅ The homepage hero section has no slider
• ✅ The homepage hero section has no video background
• ✅ The homepage looks prototypical

Usual Wines

Usual Wines is a retailer of alcoholic beverages specializing in wine. They offer a selection of red, rosé, and white wines in 6.3 oz bottles. Their selection includes both domestic and imported wines for customers to enjoy. - Visit Usual Wines Store

👏 CRO good practices:

• ✅ The homepage gets people off the homepage as quickly as possible
• ✅ The website makes use of a flat navigation structure
• ✅ A search box is present on the at the top of the page

BelliWelli

BelliWelli is a food store specializing in snacks and bars that cater to informed customers looking for a balanced diet. Their offerings are gluten-free, dairy-free, low-sugar, and certified low FODMAP meaning they are ideal for those with irritable bowel syndrome (IBS). Their snack bars are designed to provide a nutritious, tasty option for those looking for a clean and healthful snack. - Visit BelliWelli Store

👏 CRO good practices:

• ✅ Content is easy to consume
• ✅ A search box is present on the at the top of the page
• ✅ Each level of the site looks slightly different
• ✅ The active menu item is a different color

Buck Mason

Buck Mason is an apparel store selling classic and stylish casual wear. Their range of pieces are timeless and carefully crafted to withstand the test of time. Offering comfortable and fashionable staples, Buck Mason provides customers with a stylish and effortless wardrobe for everyday wear. - Visit Buck Mason Store

👏 CRO good practices:

• ✅ The most important content stands out
• ✅ No overly complex words or jargon
• ✅ The message is communicated accurately

Jupiter

Jupiter is an online store for personal care that specializes in hair care products. They take pride in using only high-quality ingredients to craft effective solutions for healthy scalps and tresses. As an innovative brand, Jupiter looks to challenge the existing conversations on hair care by encouraging positivity. - Visit Jupiter Store

👏 CRO good practices:

• ✅ No spelling mistakes or grammatical errors
• ✅ Each level of the site looks slightly different

Grummies

Gummies is an online health and wellness store offering a catalogue of vitamins and supplements. All products are made using all-natural ingredients to provide optimal health benefits ensuring its customers of only the best quality. A variety of different gummies are available to choose from to satisfy various dietary needs and are designed to provide complete and balanced nutrition. - Visit Grummies Store

👏 CRO good practices:

• ✅ Content is visual appealing

Ceremonia

Ceremonia is a personal care store specializing in hair care and beauty products that are tailored to celebrating Latin culture and are sustainably sourced. Customers are provided with unique products that not only care for the hair but are also environmentally friendly. - Visit Ceremonia Store

👏 CRO good practices:

• ✅ The most important content stands out
• ✅ No overly complex words or jargon

Baloo

Baloo is a home store that specializes in bedding and bath products. It offers a range of innovative solutions to create comfortable and relaxing sleeping environments. Its signature product is an upholstered weighted blanket designed to provide the light pressure of a hug for a restorative sleeping experience. - Visit Baloo Store

👏 CRO good practices:

• ✅ The homepage looks prototypical
• ✅ The homepage includes some form of social proof
• ✅ The buttons have rounded corners

Crafty Ramen

Crafty Ramen is an e-commerce food store offering a selection of ramen kits for easy preparation. All ingredients are locally sourced and free from artificial flavourings and seasonings. Kits can be prepared in as little as 15 minutes and are perfect for busy professionals, noodle enthusiasts, or a creative date-night. - Visit Crafty Ramen Store

👏 CRO good practices:

• ✅ The most important content stands out
• ✅ No overly complex words or jargon
• ✅ A search box is present on the at the top of the page
• ✅ Linked icons are visually different from unlinked ones

Barcode

Barcode is a beverage store offering a range of products, including water and seltzer, sports nutrition, and functional beverages designed to provide everyday performance. All items are plant-based and powered by adaptogens, designed to help the body maintain full potential. - Visit Barcode Store

👏 CRO good practices:

• ✅ The content contains links to relevant content
• ✅ The line length is between 50-75 characters

Brewbike

Brewbike is an innovative beverage company offering cold brew coffees to customers. With a variety of flavors including Original, Cinnamon Sugar, and Chocolate, customers can enjoy delicious coffee in the comfort of their own home. Additionally, Brewbike seeks to empower young entrepreneurs through the development of far-reaching entrepreneurial experience. - Visit Brewbike Store

👏 CRO good practices:

• ✅ The text is easy to read
• ✅ The CTAs are hard to miss
• ✅ The buttons are the right color for the website
• ✅ Each page has one primary CTA

Obvi

Obvi offers an innovative selection of health and wellness products that cater to a variety of dietary needs. Their catalogue includes an array of vitamins and supplements as well as a selection of snacks and bars. With unique flavors such as fruity cereal, marshmallow, cocoa, birthday cupcake, caramel macchiato, and pumpkin spice latte, Obvi make health and wellness products easily accessible and enjoyable. - Visit Obvi Store

👏 CRO good practices:

• ✅ The page contains secondary CTA (if required)
• ✅ The buttons are big, bold, and eye-catching
• ✅ The page contains anchor text CTAs
• ✅ The buttons change color when hovered over
• ✅ The buttons use person pronouns
• ✅ The site has an exit intent popup

Jones Road

Jones Road is a personal care store that specializes in high-grade makeup and beauty products. They focus on clean formulations to best suit a variety of skin types and tones. The store was established with the goal of providing quality products to all customers that deliver results. - Visit Jones Road Store

👏 CRO good practices:

• ✅ The CTAs tell the visitors what to do
• ✅ The buttons have rounded corners

Crossnet

CROSSNET is a lifestyle store specializing in fitness and sports products, including the innovative CROSSNET four-square volleyball game. These easy-to-set-up games can be played in a variety of spaces from sand to grass to indoors. With the convenience of a portable game, CROSSNET offers the perfect active recreation for any group. - Visit Crossnet Store

👏 CRO good practices:

• ✅ The most important content stands out
• ✅ No overly complex words or jargon

Pura Vida

Pura Vida specializes in offering handcrafted apparel accessories, with unique bracelets available in a multitude of color combinations. Every detail is carefully and thoughtfully constructed, guaranteeing a one-of-a-kind product for each and every customer. - Visit Pura Vida Store

👏 CRO good practices:

• ✅ No spelling mistakes or grammatical errors
• ✅ The menu is fully visible at all times on desktop
• ✅ The primary navigation contains no home link

Winepost

Winepost is a monthly beverage delivery service offering customers the opportunity to choose from a selection of high-quality wines. Spanning from 3 to 12 bottles, customers receive a convenient monthly supply of red, white, and other varieties. Enjoy the convenience of a regular wine supply with Winepost. - Visit Winepost Store

👏 CRO good practices:

• ✅ No spelling mistakes or grammatical errors
• ✅ The buttons change color when hovered over
• ✅ The buttons use person pronouns
• ✅ The menu is visually separate from the rest of the content

OffLimits

OffLimits is an online store offering organic, vegan, gluten-free snacks and bars. Products are lightly-sweetened with organic cane sugar for a healthier alternative to conventional store-bought options. All snacks and bars are created with a commitment to quality and sustainability. - Visit OffLimits Store

👏 CRO good practices:

• ✅ The content contains links to relevant content
• ✅ The line length is between 50-75 characters
• ✅ The text is easy to read
• ✅ The most important content is included in the primary navigation
• ✅ The menu contains products/ service/category name

Mezcla

Mezcla is a food store offering an array of delicious snacks and bars. Their signature product consists of a Pea Crisp base coated in vegan chocolate and is high in protein with 10G and low in calories with only 170. This snack and bar selection allows for a unique and enjoyable snacking experience. - Visit Mezcla Store

👏 CRO good practices:

• ✅ The content contains links to relevant content
• ✅ The menu item names should be clear and descriptive
• ✅ There are navigation links on the footer
• ✅ The line length is between 50-75 characters

My Topicals

My Topicals is an e-commerce store offering an extensive range of personal care products, specializing in skincare. They focus on providing high-quality products that use scientific research and evidence-based formulas to maximize efficacy and improve the natural look and feel of skin. With a dedication to revolutionary skincare, My Topicals seeks to empower customers to confidently show off their skin. - Visit My Topicals Store

👏 CRO good practices:

• ✅ The page contains secondary CTA (if required)
• ✅ The CTAs tell the visitors what to do
• ✅ The buttons have rounded corners
• ✅ The buttons are big, bold, and eye-catching
• ✅ The page contains anchor text CTAs
• ✅ The site has an exit intent popup

Robin Golf

Robin Golf is a lifestyle store offering premium golf equipment for the modern player. They specialize in crafting stylish and quality pieces for athletes of all levels. Their easy-access setup makes them an ideal option for those looking to get into the game or enhance their current skillset. The company strives to make golf an inclusive, fun, and effortless experience for all. - Visit Robin Golf Store

👏 CRO good practices:

• ✅ The CTAs are hard to miss
• ✅ The buttons are the right color for the website
• ✅ Each page has one primary CTA
• ✅ The menu item names should be clear and descriptive
• ✅ There are navigation links on the footer

Daring

Daring is a food store offering an extensive range of plant-based products, along with traditional grocery items. Their plant-based chicken products mimic the look, cooking, and taste of animal-based proteins. The products are made with few, all-natural ingredients, high in protein, low in calories, and free of GMO, gluten, and cholesterol. - Visit Daring Store

👏 CRO good practices:

• ✅ The CTAs are hard to miss
• ✅ Each page has one primary CTA
• ✅ The CTAs tell the visitors what to do
• ✅ The buttons have rounded corners