Ben Davis: Lush’s approach to ecommerce should be a lesson for all retail marketers

The Lush website has a homepage that breaks many of the rules of conversion rate optimisation. But far from misunderstanding the online customer journey, the cosmetics company is one of the few retail brands that excites with its website and demonstrates an understanding of brand strategy alongside functionality.
Let’s discuss some homepage conventions in ecommerce. A homepage is supposed to maintain the buying momentum of the shopper through a main menu, a search box and content tile