How to explain an unfamiliar product on your homepage
Help shoppers understand your product before you try to persuade them.
One brand sold a product built around technology that many shoppers wouldn’t immediately understand.
The page explained the benefit, but shoppers had to scroll to find it.
We tested bringing that benefit into the hero. Conversion rate increased 52%.
The benefit was already on the page. The change was making it visible sooner.
Imagine landing on a page for a countertop appliance that processes food scraps.
The hero says:
“A smarter way to deal with food waste.”
Sounds good. But you still don’t know what the product actually does.
Compare that with:
“Turn food scraps into dry, odorless material overnight.”
Now you have enough context to understand the rest of the page.
If I already know what a running shoe does, your hero can tell me why yours is better.
If you’re introducing a product shoppers haven’t seen before, first help them understand what they’re looking at.
Before you tell shoppers why your product is better, make sure they understand what it does.
Action Item:
Show your hero to someone unfamiliar with your product.
Give them three seconds, then ask: What does this product do?
If they hesitate, look farther down the page for your clearest explanation and test bringing it into the hero.
