Homepage
Redesign
Optimizing the shopping journey through user behavior analysis
HOMU
Homepage CTR
+23%
Homepage Redesign
Problem Analysis
Homu is an Australian home goods store specializing in uniquely designed furniture and décor. This project was a collaboration with Paperballoon, an Australian web design company.
Homu’s homepage attracts the highest traffic on their site, and they wanted to leverage this traffic to guide users toward the purchasing process. However, having a high-traffic homepage without knowing how to convert that traffic into sales is a common challenge for many e-commerce businesses.
Data Analysis
The original homepage did not include any CTA buttons leading to product pages, requiring users to take an extra step before they could start browsing products.
Through GA4 data analysis, we found that 42% of mobile users opened the menu (Hamburger Menu) after landing on the homepage and selected “Browse All Products.” In addition, we observed that the product showcase section at the bottom of the homepage had a relatively high interaction rate, but since it was placed too low, fewer users actually scrolled down to see it.
Solution
Based on the data analysis, we made the following adjustments:
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Updated the CTA text and link to direct users straight to the product page.
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Added a “Shop by Categories” section to create a more intuitive purchasing journey.
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Adjusted the hero image length to improve the visibility of the product section.
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Replaced the hero image to enhance readability (changed from a white background with neon yellow text to a blue background with white text).