Robert Wollmann | Homepage Redesign

A homepage carries three jobs at once: capture attention, establish who the brand is, and route guests to what they came for. Heatmap data, session analytics, and usability testing converged on the same finding, the page was doing the first job with imagery that didn't earn a second look, and spending space on the third job with sections guests scrolled past without registering. I treated those as two separate diagnoses, not one sweeping visual refresh: what the page showed, and how much of it deserved to stay.

What the page showed

Small, generic product thumbnails were carrying the entire first impression of the brand, and testing showed guests read that as low-effort before they'd evaluated a single product. Working with the creative and photography team, I set new image standards: fewer images per module, each one larger and more stylized, so the homepage's first screen read as considered rather than templated.

Fewer, larger product images replacing a generic thumbnail grid

How much of it deserved to stay

Heatmap data showed the problem wasn't only that guests weren't reaching the bottom of the page, several sections along the way were getting almost no engagement either. Guests were scrolling past content that wasn't earning its space. Rather than defend every section because someone had shipped it, I cut what the data showed wasn't working.

Low-engagement sections cut, the page shortened around what guests actually read

The page got shorter, and bounce rate fell 30%.

Now

Two specific, testable changes, not a top-to-bottom visual overhaul, moved both numbers that mattered: clickthrough rate rose 84.9%, bounce rate fell 30%. The lesson held past this one page: "redesign" is rarely the right brief on its own, the data usually points at something narrower and more fixable underneath it.