Beware Placing Ads On Your Homepage

Findings

Homepage ads create documented negative user reactions, with real shoppers expressing frustration and distraction. The negative first impression affects the entire shopping journey, with problems amplified on mobile due to limited screen space and touch interface challenges.

While some users specifically look for promotions on homepages, poorly implemented ads generally hurt more than help. Most importantly, users often ignore ad-like content completely, potentially missing important information when crucial content resembles advertisements.

Tips for desktop

Avoid Prime Content Locations

Keep promotional content away from the top sections of your homepage where users first look to understand your site's purpose. For example, don't place a large promotional banner directly under your navigation menu.

Users form their first impression of your site within seconds, and this critical moment shouldn't be dominated by promotional content. When ads occupy prime locations, visitors struggle to determine what products you offer and what type of store they've landed on.

The lack of distracting ads allows Gap to effectively highlight their featured categories, as they avoid placing ads in the main content area. Source: Baymard.

Maintain Visual Hierarchy

Ensure your primary navigation, categories, and unique selling propositions stand out more than any promotional content. For instance, if you have a "New Arrivals" section, make it more visually prominent than your "10% off" promotion.

Visual hierarchy guides visitors' attention through your site in order of importance. When promotional content dominates visually (through size, color, or animation), it disrupts this natural flow and makes it harder for users to find what they're looking for.

Another PageFly customer, Sparkle in Pink, effectively applies visual hierarchy by designing the 'Shop Now' button in bold black (main content), making it stand out more than the ad button in soft pink. Additionally, they use a larger font size for main categories compared to ads, ensuring that internal promotions never overshadow key navigation and primary content.

Use Consistent Styling

Make internal promotions look like an integrated part of your site design rather than third-party ads. For example, use your brand colors and typography in promotional banners rather than flashy, contrasting elements.

Users often develop "banner blindness" toward content that resembles typical advertisements. When promotions match your overall design language, they appear more trustworthy and receive more engagement.

Queen Butterflyz Beauty designed their homepage with PageFly, incorporating their branding color scheme into the promotion section. This creates a seamless integration, making the promotion feel like a natural part of the site rather than a jarring, out-of-place element.

Respect Content Visibility

Position ads where they won't push important content below the fold. For example, a slim promotional banner at the top is better than a large mid-page ad that pushes category navigation out of view.

When large promotions force users to scroll to see essential content like product categories, many visitors may leave before discovering what you actually sell. Optimize your layout to ensure promotions enhance rather than obstruct navigation.

Consider Alternative Placements

Instead of disruptive homepage banners, consider placing promotions in the sidebar or in designated promotional areas that users expect. For instance, a "Special Offers" section at the bottom of your homepage might be more effective than a pop-up overlay.

Strategic placement in secondary locations often yields better results because users can engage with promotions when they're ready. Merchants who create dedicated promotional spaces find that deal-seeking users can easily find them while others can browse uninterrupted.

At Best Buy, the 'Deal of the Day' is placed at the bottom of the page, ensuring easy access for interested users while avoiding distraction from the main content, maintaining a seamless user experience.

Tips from PageFly: Use the PageFly homepage template, specifically designed with high-conversion optimization tactics such as strategic layout, engaging content placement, and effective call-to-action buttons. These elements are proven to enhance user experience and drive better conversion rates, making it easier for visitors to navigate and take desired actions on your site.

Tips for Mobile

Optimizing for Limited Screen Space

Mobile devices have significantly less screen space than desktop computers, making ads more disruptive to the overall experience. Here's how to address this constraint:

• Size Constraint: Ads should occupy less than half of the vertical viewport space. For example, a banner that takes up the entire screen forces users to scroll just to see your actual store content.
• Content Visibility: Ensure key navigation elements aren't pushed out of view by ads. For instance, if your promotion pushes category links below the fold, users may never see them.
• Navigation Priority: Keep your hamburger menu, search functionality, and key category links visible despite promotional content. A good example is using a compact promotional strip below these critical navigation elements.
• Strategic Placement: Consider placing ads between content sections rather than interrupting a section. For example, position a promotion between your "Featured Products" and "Categories" sections, not in the middle of either.

On Crate & Barrel's mobile view, the promotion takes up only a small portion of the screen and is placed below the main navigation, making it easily visible without distracting or frustrating customers.

Creating Clean, Focused Designs

Mobile interfaces can quickly become overwhelming when promotions add visual complexity. Simplify your approach with these strategies:

• Simplified Design: On mobile, reduce the complexity of promotional content. For example, instead of an image with multiple text elements, use a simple product image with a single clear message.
• White Space: Provide adequate breathing room around promotional content. For example, add margins around your promotion banner rather than having it touch other page elements.
• Visual Distinction: Make it clear where the promotion ends and regular content begins. For instance, use subtle borders or background color changes to separate promotional content from product listings.

Enhancing Touch Interface Usability

Touch interfaces present unique challenges for promotional content that desktop doesn't face. Ensure a smooth experience with these guidelines:

• Touch Targets: Ensure any buttons or links within promotional content are at least 44x44 pixels for easy tapping. For example, "Shop Now" buttons should be large enough to tap without accidentally hitting nearby elements.
• Obvious Interactivity: Make it clear which elements are tappable. For instance, style promotional buttons consistently with other interactive elements on your site.
• Easy Dismissal: If you must use overlays, ensure they have a prominent, easy-to-tap close button (preferably in the top right corner where users expect it).
• Navigation Issues: Test that users can easily return to previous content after interacting with a promotion. For example, ensure the browser back button works correctly after a user views a promotional page.

Queen Butterflyz Beauty, as seen in the previous example, designs its CTA button large enough for effortless tapping on mobile devices, ensuring a smoother user experience and reducing friction in the conversion process.

For the mobile view, we highly recommend using the PageFly template, as it is built to be fully responsive across all devices, ensuring a seamless experience for mobile users.

Conclusion

Your homepage creates critical first impressions that determine whether visitors continue shopping. While promotions can boost conversions when done right, aggressive or poorly designed ones harm the experience.

Follow the research-backed best practices in this article to strike the right balance: highlight offers without compromising usability. Keep your homepage's primary goal in mind – orienting visitors to your brand and guiding them toward products, with promotions in a supporting role.

PageFly's optimized homepage templates can help you create this balance, with layouts designed to showcase your brand while integrating promotions naturally. These templates provide the clean, intuitive structure that prioritizes user experience while still allowing for effective promotional content.

Remember to test different approaches with your specific audience to find what works best for your store. With thoughtful implementation, your homepage can both promote special offers and provide an excellent shopping experience.