Our Story

We're Building the Standard for eCommerce Homepage Design

HomepageFrame started with a simple idea: every store deserves a homepage built on evidence, not guesswork. We created the framework we wished had existed.

Our Mission

Give Every Store a Research-Backed Competitive Advantage

Too many great products fail because their store's homepage doesn't communicate trust, clarity, or urgency fast enough. We built HomepageFrame to close that gap — providing a battle-tested, modular design system that turns first-time visitors into loyal customers.

5,000+
Stores using the framework
38%
Average conversion lift
12
Core framework modules
HomepageFrame team and community
Who We Serve

Built for Store Owners, Developers, and Design Teams

HomepageFrame serves a diverse range of eCommerce professionals — from solo founders launching their first Shopify store to in-house design teams managing multi-million dollar storefronts. Our framework is platform-agnostic, research-backed, and modular by design.

We care deeply about the people who use our work. Every module in the framework is documented with the research behind it, so your team understands not just what to build, but why it converts. That transparency builds confidence and speeds up decision-making at every level of the organization.

Whether you're running a boutique apparel brand in Melbourne or a consumer electronics store in Berlin, the same conversion principles apply — and HomepageFrame gives you the tools to implement them quickly and correctly.

How We Started

From Frustration to Framework

In 2021, our founder Kenji Yamamoto was consulting for a mid-sized Japanese cosmetics brand. Their Shopify store had 40,000 monthly visitors and a 0.9% conversion rate. The product was excellent. The traffic was qualified. The homepage was the problem.

After six months of A/B testing, user session analysis, and heatmap research, Kenji had rebuilt the homepage from scratch — and watched the conversion rate climb to 3.1%. The methodology he used to get there became the first version of HomepageFrame.

He shared it with a small group of designers and eCommerce consultants in Tokyo. Within three months, 400 stores were using some version of the framework. By the end of 2022, HomepageFrame had become a full product with a dedicated team.

Today we're headquartered in Roppongi, Tokyo, with a global team spread across Japan, India, Norway, and Singapore — and we're just getting started.

HomepageFrame design process
What We Believe

Our Core Values

The principles that guide every module, every case study, and every design decision we make at HomepageFrame.

Clarity

Every homepage element should communicate one clear message. We believe in ruthless simplicity — removing friction, reducing cognitive load, and making the path to purchase obvious at a glance. Clarity is not a design preference; it's a conversion strategy.

Evidence-Based

We never recommend a design pattern based on aesthetics alone. Every module in the framework is backed by conversion research, user testing data, or measurable A/B test results. If we can't show the evidence, we don't ship it.

Accessibility

Great homepage design should be inclusive by default. We build every module with WCAG 2.1 compliance in mind — proper contrast ratios, keyboard navigation, semantic HTML, and screen reader compatibility. Accessibility isn't an add-on; it's a foundation.

Iteration

No homepage is ever truly finished. The stores that win in eCommerce are those that treat their homepage as a living product — constantly testing, measuring, and improving. We build the framework to support ongoing iteration, not one-time launches.

Compatibility

Built for Every Platform

HomepageFrame works with the world's leading eCommerce platforms. Our modular system adapts to your stack — no lock-in, no limitations.

Shopify
WooCommerce
Magento
BigCommerce
Custom Builds
The People

Meet the Team

A small, focused team with deep expertise in conversion design, eCommerce strategy, and design systems.

KY

Kenji Yamamoto

Founder & Framework Lead

PM

Priya Mehta

Conversion Research Director

TE

Tom Eriksen

Design Systems Lead

YT

Yuki Tanaka

eCommerce Strategy

Join the Framework Community

Start with the free tier, explore every module, and see why 5,000+ stores trust HomepageFrame to design their most important page.

Explore the Framework Talk to the Team