We’re experimenting with the homepage as part of a wider review of Folksy to better support buyers finding things to buy (and then actually buying them). In other words to support “conversion”, where conversion is helping someone to go on and find something they want to buy, or to subscribe to the gift buyer email, or to register on Folksy.
Some basic facts:
- The homepage is used by approximately one third of all people visiting Folksy
- Around 20% of all visitors land on the homepage (most people come from organic search and land on item pages)
- Dropoffs from the homepage visits are around 17%, so one in six people leave Folksy after viewing the homepage
The homepage is important. It’s a key gateway on Folksy to other content, as well as being an important shopfront to the kind of things that Folksy sells and what it is about.
Card by Birds on Bikes
Our heuristics (or rules of thumb) we’re testing are that conversion on the homepage is positively affected by:
- Inspiration! Many people coming to the homepage are looking for inspiration and don’t want to search for specific things but to be inspired on a journey
- New stuff! Dynamic content – content updated within a session as well as daily and weekly
- Good stuff! Content that is of a high quality or “looks good”
- Great signposting! Clear and relevant signposting to different types of content and work
In the last year, we don’t think we’ve done 1, 2 and 3 well enough. So we’re experimenting. You’ll see changes to the homepage, which we’ll be testing to see if our rules of thumb are right and to see if conversion improves. It’s a process of evolution. Some people don’t like change, in fact most people don’t like change but we have to evolve. The key is evolving in a way that impacts positively on conversion and peoples’ impression of Folksy.
Some of the feedback we’ve had so far:
- Pinterest. The number of Pinterest items has been reduced from 12 to 8. Yes. There are two reasons for this: 1) We’re planning to have two boards working together as a carousel and eight items works best to deliver this as a carousel. 2) Many people creating these boards don’t include enough items to have 16 good items that are buyable. We needed 16 before, so we’d have 12 to display if items sold. Now we need fewer items, making the boards easier to curate.
- Layout. The My Folksy banner pushes other content down below the fold on some screens. Yep, we’re changing the layout slightly today to combat that.
We’re listening to you and to the data. Look out for changes to the homepage over the next few weeks…