The text on your homepage is critical to persuading and directing visitors toward a purchase. It should be clear, direct, and designed to quickly grab attention. Avoid long sentences or lengthy paragraphs that can cause users to lose interest. Best practices dictate that text on the homepage should be kept to a minimum.
Mejuri's “About Us” text on the home page
The shortened version of an “About Us” page on jewelry brand Mejuri’s homepage is a good example.
Even when telling its brand story, Mejuri opts for a brief approach, using just one or two sentences on its homepage. Customers interested in more details are directed to its “About Us” page, which avoids cluttering the homepage with too much information.
A common mistake in copywriting is not focusing on a specific target audience. If you try to speak to everyone, you will end up connecting with no one. Your ideal client should land on your page and think, “This site is for me.”
There is nothing more unprofessional than typos or grammatical errors, which may seem small but detract from your brand's professionalism. Even if you have already proofread your text, consider including this aspect in a conversion audit and ask someone else to evaluate it.
A different perspective, whether from a friend or a freelance writer, can help you identify and improve key areas.
Does your website offer a smooth experience on both mobile and desktop?
Another important aspect of a conversion audit is to make sure your site is functional and attractive on all devices. Currently, the majority of e-commerce traffic comes from mobile devices , where your page may look very different than it does on a desktop.
Test your homepage on your own mobile phone canadaphone and on other devices you have available. Make sure it looks good and works smoothly on each one. If you don’t have access to popular devices like iPhones or Androids, use the “Inspect” tool in your browser to simulate how your site would look on different screens:
Using the inspection tool to view your website on different screens
Right-click on your store and select “Inspect.” This tool will allow you to toggle between different device views. If you don’t see this option, you may need to enable developer tools in your browser.
Does your business project confidence and security to buyers?
Building trust when you don't have any sales yet can seem like a challenge, but it's essential to converting visitors into customers. Since you can't interact with your buyers face-to-face, your website needs to convey trust and make all visitors feel safe.
Here are some key ways to do this, many of which you can assess in a conversion audit:
1. Chat with customers live
Even if you're not physically present in your online store, a live chat allows you to connect directly with visitors. You can add this feature using tools like Shopify Chat or Tidio , or even by integrating Facebook Messenger .
live chat example
Live chat is a great way to welcome visitors as they browse, answer questions in real time, and resolve any concerns they may have about your products.
Some live chat apps allow you to set up automated messages, ensuring that you are available to respond even outside of business hours. This helps create a more welcoming and professional shopping experience.