As a UX strategist, I understand the importance of updating a homepage for ecommerce retailers with a strong web presence. But, with the amount of time and effort each homepage refresh takes, how much is enough — and how much makes sense from a business perspective?
It's important to note that while occasional unplanned updates may be necessary, constantly refreshing homepage creative may not be beneficial. What may feel tired to you as a website owner may still be fresh to most visitors.
First, consider what KPIs (key performance indicators) you’re using to measure effectiveness of the homepage. These will help inform your decision around how often to update it:
- How many repeat visitors per month?
- What’s the conversion rate?
- UX supporting CTAs
Number of repeat visitors per month
One approach I recommend is to base the number of homepage refreshes per month on the average number of repeat visitors. For example, if a website has 20,000 repeat visitors per month, with an average of 2.2 visits per month, then planning for two homepage refreshes per month would make sense.
Conversion rate
Instead of focusing on the frequency, consider whether the homepage is effectively converting traffic into sales or leads. Asking questions about messaging clarity, primary call to action, visitor expectations and data-driven decision-making can help optimize homepage creative for better conversions.
UX supporting CTAs and other KPIs
Data-driven decision-making is key to homepage optimization. Gathering and analyzing data — such as heat maps, eye tracking and usability testing, can provide valuable insights into user behavior and preferences. By continuously testing and learning from the data, marketers can create more effective homepage marketing strategies.
In conclusion, I recommend aligning the frequency of homepage updates with the business cadence, focusing on conversions rather than just updating for the sake of it, and utilizing data-driven decision-making to optimize homepage creative for better user experiences and results.