Your store homepage in peak season: what goes on it and when to change it

.comparison-cards { display: flex; flex-direction: column; gap: 1.5rem; } .comparison-card { background: #fff; border-radius: 16px; padding: 20px; border: 2px solid #efefef; } .comparison-header { display: flex; justify-content: space-between; font-size: 16px; margin-bottom: 12px; } .comparison-row { display: flex; justify-content: space-between; padding: 8px 0; border-top: 1px solid #efefef; font-size: 14px; color: #1f2937; } .comparison-label { font-size: 14px; width: 30%; } .comparison-value { width: 65%; text-align: right; } @media (max-width: 600px) { .comparison-row { flex-direction: column; align-items: flex-start; } .comparison-value { text-align: left; margin-top: 4px; } } Between Black Friday and Christmas, an online store's homepage should change four or five times. Often only the banner changes: a five-slide carousel stays, along with a product grid picked a few months ago and a delivery date that has already passed. In peak season I treat the homepage as a signpost: within a few seconds it has to say which offer is live, when the parcel will arrive and where to click next. Below I show what I put on the first screen, when I use banners and when product grids, how I show delivery deadlines, what I check for speed and how I change the page after Black Friday and after Christmas. At the end there's a tool that suggests the block order for your store. 1. Who lands on the homepage in peak season Product ads send people straight to the product page, and many campaigns send them to a category or a campaign page. The homepage mostly gets people who search for your brand name on Google, people coming from an email or a post that doesn't link to a specific product, and returning customers. They already know you or have heard of you, so they don't need a company introduction. They need directions. Before you change anything, check the landing page report in GA4: how many sessions start on the homepage, on which device and from which sources. If most come from…