The homepage serves multiple purposes: it captures the guest's attention, it tells them who you are and what you offer, and it guides them to where they should go next. Heatmap data, analytics, and usability testing all pointed to the same conclusion, there were real enhancements to be made.
I had the privilege of working with a genuinely talented creative and photography team. We collaborated on new image standards built around larger, more stylized product imagery, a change that gave the homepage a fresher, more modern, more appealing look.
Heatmap data showed guests weren't just failing to scroll to the bottom of the page, several sections along the way had very limited engagement too. Removing that content brought a significant decrease in page length, and a 30% decrease in bounce rate.