Growth · Product · Marketing memo
A homepage is a growth surface, not a content shelf
The homepage is one of the most underappreciated decision surfaces in a digital product.
A point of view
Every homepage placement makes a bet about what the customer should notice, understand and do next.
Why merchandising matters
A content-rich homepage creates a selection problem. Customers do not evaluate every option. They scan, infer and choose. Placement therefore becomes part of product marketing.
The job is not to fill inventory. It is to allocate scarce attention to the content or action most likely to create useful customer behaviour.
The metric stack
Start with attention metrics such as CTR, but connect them to streamer or customer outcomes, minutes, conversion, repeat behaviour and cross-use. The further a metric is from the customer outcome, the more dangerous it is to optimise it in isolation.
The operating system
A useful merchandising system needs placement rules, audience logic, creative freshness, reporting cadence and a feedback loop. The result is not a better homepage. It is a faster learning system.
Apply the thinking
Bring me the marketing problem, not just the channel.
I work backwards from the commercial constraint, customer behaviour and evidence, then decide what intervention makes sense.
Talk about your problem