Home Page Value, What is the true purpose of an e-commerce Home Page Options

[gsimerlink]

This is just a general query to everybody out there concerning the relevancy of the "home page" in an e-commerce setting. The site I work for does a bit of traditional advertising so we do get quite a few people landing right on our home page, but a large percentage enter on one of the thousands of other pages.

Given the amount of traffic to sites these days that land people on pages other than the home page, what do you see as the purpose of a home page?

Should the home page be a basic overview of what your site offers? Create a "feeling" about your site, like a print ad? Give general navigation and push people to predetermined pages? Be used to segment your audience into their most likely interest? Show the features you feel will most benefit the customer?

I'd be interested to hear other's thoughts in this matter. There has a been renewed talk where I work about adding "things" to the home page, but I feel they are taking a piece meal approach. But I think it would be good if I gained new perspective on the matter.

Thanks

[Jill]

Should the home page be a basic overview of what your site offers? Create a "feeling" about your site, like a print ad? Give general navigation and push people to predetermined pages? Be used to segment your audience into their most likely interest? Show the features you feel will most benefit the customer?

Yes, all of the above!

[Randy]

They may be landing pages to us, but to Real Users each of those pages they might land on is in fact their home page. It doesn't matter where they land, that's their personal home page for all intents and purposes.

And each home page should be designed to deliver what the type of people hitting it need or desire. For your domain's default home page this typically means something a little more general in nature, but with clear paths leading off to the more specific stuff. If your analytics software allows you to track user paths or funnels you can probably gain a lot of input into what real people are looking for when they hit your home page, by what they do or where they go next.

[nethy]

I somewhat disagree with the concept of a homepage being completely dead. I beleive (admitedly I have not investigated the matter thoroughly with analytics) that users still hold a concept of a homepage that is distinct from whatever page they land on.

- At some point (perhaps early in the visit, perhaps directly prior to conversion), users often ask 'what is this site anyway.' This would explain why many converted visitors visit the homepage, about us page, and contact us page withing a short period of converting.

-many convert after purposefully returning (they visit once then return later to convert). They are likely to get to the homepage (eg googling the name of the site)

I think that it is important tokeep in mind that these are the uses (the visitors' uses) for the homepage.

Another thing to keep in mind is expectations. Serial online shoppers (or any other web users for that matter) are used to certain things being on the homepage. They may go to the homepage to look for them. Specials, promotions, free shipping notices, a concise summary of what the site is for... If they are used toit being there, it may (sensical or not) be a good idea to place it there.

BTW I heard someone talk about googling something on MSN this weekend

[Randy]

I'd be the first to argue against the concept that home pages are dead. They're not and probably never will be.

But by the same token you don't really have One and only one home page in visitors eyes. You have a whole bunch of 'em.

[BBCoach]

I somewhat disagree with the concept of a homepage being completely dead. I beleive (admitedly I have not investigated the matter thoroughly with analytics) that users still hold a concept of a homepage that is distinct from whatever page they land on.

nethy you really need to come into the 21st century of purchasing and/or researching products on todays internet. I'm not being ugly or nothing, but for crying out loud dude you need to grasp some basic concepts of SERPS and break away from your die hard "PPC rocks! mentality." A home page is nothing when searching for a product. The product is the HOME PAGE and each page is ranked according to what was searched. Get a clue! The home page is generally speaking about the company and not specifically about a product the company sells. Paradigm shift. Got it? Good.

[nethy]

I'm not being ugly or nothing, but for crying out loud dude you need to grasp some basic concepts of SERPS and break away from your die hard "PPC rocks! mentality."

On that topic -I think you misunderstand me. I don't think that ppc is the one and only method for profit making. My stance on ppc is primarly due to the fact that it forces site owners (and the people behind them) to face their competition & their conversion rates, value per visitor etc. The value of fighting through these issues is the felt throughout all IM channels. If many selling the same toothpaste as you can afford $2 clicks & you would be losing money on a 50c bid its probably endemic of wider problem. ppc throws that in your face. And I believe that is very valuable.
Almost like thoutrough analytics, but more blunt.

A home page is nothing when searching for a product. The product is the HOME PAGE and each page is ranked according to what was searched. Get a clue! The home page is generally speaking about the company and not specifically about a product the company sells. Paradigm shift. Got it? Good.

I am aware of the way SERPs treat a home page. I was refering to the way that visitors treat the home page (or any othe generic page that will be found on most sites). If they are used to this page containing certain content, they are likely to go there looking for it. If they go there looking for it, you'd best give it to them.
Users have a concept of a home page & expectations of it because it is usually there.

If you disagree try asking your analytics: Those that don't land on the homepage, how do they get there? How many? Why did they go there? When (early in the visit, late in the visit)? Those that bought, did they at anay point visit the homepage?

All i am trying to say is that the homepage won't die while users still believe that it is alive. Regardless of how webmasters SEs bloggers etc. see it.
.

[maleman]

Good stuff nethy. Good stuff from everybody!

This is just a general query to everybody out there concerning the relevancy of the "home page" in an e-commerce setting.

Seems "in an e-commerce setting" is the key to the debate. It depends on what you're selling. General overview of products is perfect.

On another front, the homepage is where inbound links are most likely to point. So, it carries weight as to SE relevance. I just recommended getting rid of one of those "Enter Site" indexes and put rich content on it.

[BBCoach]

I am aware of the way SERPs treat a home page. I was refering to the way that visitors treat the home page (or any othe generic page that will be found on most sites). If they are used to this page containing certain content, they are likely to go there looking for it. If they go there looking for it, you'd best give it to them.

What you don't get is that there's no difference between the two and every page on my web sites always has what they want available to them. Every page.

On my primary clients web site, out of 1.5 million new visitors each month approximately 82% come to the web site via a product page. Of that about 40-50% windup on the home page for one reason or another for maybe 10-20 seconds. I reckon just investigating the site because 90% of what's on the home page is on every page. Once they realize that, then they're off shopping and filling their carts. True from a structural sense the "home page" will never die (and probably shouldn't) because web servers ask you what is the default home page. However, I use it primarily to throw more items in their monitors for them to buy. In the "old" sense of what a home page is I don't create those for ecommerce sites. Stuff like, "this is our company, we work hard for your business, look at our new web site, or whatever other company dribble people continue using." My home pages are designed to sell products (on a continually rotating basis), not promote a company. Big difference in the idea of what a home page is. The "old idea" of a "home page" has been dead for many years for the e-commerce sites I create and are very profitable. That's what I was talking about in a paradigm shift. BTW, if I only had one or a hand full of products I would build the site the same way. I'm selling products not the company or the home page.