Webinar Recap - Fix Your Homepage: UX and Messaging Mistakes That Kill Conversions

Fix Your Homepage with Pictures of Hosts

Don't Worry - We Have Your Fix Your Homepage Webinar Recap Right Here!

If you missed our June 24th webinar, we’ve got your back.


We teamed up with Rebuy’s Reza Zohouri and messaging strategist Jessica Malnik to unpack the most common homepage mistakes. And probably more importantly, how to fix them without needing a full redesign!

High Level Overview

The homepage can be one of the most common trouble spots for eCommerce brands.

And if you're on Shopify or Shopify Plus, this applies to you more than ever. Why? Because Shopify gives brands a ton of flexibility, but that also means it’s easy to overcomplicate or under-optimize the homepage experience. Whether you’re using Shopify 2.0’s sections or diving into custom templates, a homepage that doesn’t guide your visitors clearly can seriously hurt conversions.

In the session, we broke down:

  • Real homepage examples with missed opportunities in layout, messaging, and personalization

  • UX quick wins you can implement without needing a full redesign

  • Messaging rewrites that speak to your customer’s real needs, not just brand buzzwords

  • Shopify-specific personalization ideas (thanks to Rebuy) that turn browsers into buyers


Many of the merchants we work with on Shopify or BigCommerce come to us with beautiful sites that just don’t convert. The homepage is often the first (and sometimes last) chance you have to get a user deeper into your funnel. Getting this right is huge!


Want help identifying your homepage issues?
Our UX and CRO audits uncover the hidden friction points that might be slowing down your growth. Reach out if you want to chat about a custom audit.


Now Let's Get Into the Content!

Messaging Mistakes that Make Visitors Bounce

Jessica Malnik focused on the homepage copy—and how often brands get it wrong.


Common mistakes she sees:

  • Vague, generic headlines

  • No clear value proposition

  • Messaging focused on the brand, not the customer

  • Confusing or overwhelming navigation


Jessica introduced the concept of a “messaging wedge”—a single idea or positioning statement that differentiates your brand and should be obvious the moment someone lands on your site.


“If I could copy-paste your homepage headline onto your competitor’s site and it still works, it’s too generic.”

What’s Really Broken on Most Homepages

Mark Lewis, Netalico’s founder, dives into the usual suspects:

  • Sluggish load times

  • Confusing layouts and cluttered design

  • Weak navigation and lack of trust signals

  • No clear ownership of UX/CRO


His main takeaway? Most homepages don’t fail because of bad intentions—they fail because brands outgrow them and stop testing what actually works.

UX Design Quick Wins
  • Treat the homepage like a front door, not a brochure

  • Show products and CTAs above the fold

  • Avoid auto-rotating carousels

  • Build for mobile first, but don’t ignore desktop

  • Use consistent visuals and trust indicators like reviews and badges

Big Green Egg Homepage Feature

Personalization That Actually Converts

Reza Zohouri from Rebuy took the mic to talk through smart homepage personalization tactics. His key advice? Make your homepage smarter—not busier.


Examples that work:
  • Tubby Todd : A/B tested their homepage layout to serve different versions to new vs. returning visitors

  • Planet Beauty : Uses personalized carousels like “Top Picks for You” that change based on login status and shopping behavior


Quick Wins from Reza:
  • Use “Buy it Again” blocks for returning users

  • Highlight bestsellers and bundles for first-timers

  • Use intent signals to adjust content on the fly


Special Offers for Attendees


To thank everyone who joined us live, we’re offering:


Reach out and mention this webinar to receive your discount! 


5% Off Your UX or CRO Audit!
Jessica Malnik Logo
Book a Strategy Call!
Free 30 Day Free Trial

A Bit More About Your Hosts

Mark Lewis

Founder of Netalico


Mark is a seasoned eCommerce expert with over 15 years of web development experience and 8+ years focused on building high-performing Shopify, Magento, and WordPress sites. As the founder of Netalico, he’s helped dozens of DTC and eCommerce brands turn clunky, underperforming websites into fast, intuitive, and conversion-focused experiences. 



Headshot of Mark Lewis, CEO & Founder of Netalico
Reza Zohouri

Account Executive at Rebuy


Reza is an eCommerce growth specialist with a strong background from Shopify and now at Rebuy, a Shopify Premier App partner. Having worked with hundreds of Shopify merchants, ranging from emerging DTC brands to established enterprise stores, he focuses on unlocking new revenue through strategic upsells, conversion optimization, and customer lifecycle enhancements. 


Headshot of Reza Zohouri, Account Executive at Rebuy
Jessica Malnik

Founder of JM Content Group


Jessica is an expert in helping founders and marketing leaders fix the messaging problems that slow down sales. She’s worked with over 90 B2B companies to clarify their positioning and strengthen the marketing assets that actually move the needle. Jessica is also a seasoned speaker, having presented at conferences across the U.S., Australia, and Thailand, along with dozens of virtual events, webinars, and podcasts. 


Headshot of Jessica Malnik, Founder of JM Content Group

Reading next

Selecting Images