https://ah.nl
60of 100
60of 100
“Albert Heijn's homepage is a competent retail hub that does the basics well — the Bonus deals, category grid, and recipe section are all present — but the hero carousel wastes prime real estate on three competing H1s simultaneously, and the Premium upsell at €14.99/year is buried in a top ticker rather than given a dedicated conversion moment. CLS of 0.15 is a real UX tax on a site this trafficked.”
Your action plan
Ordered by conversion impact. Click any fix to see the before → after.
1
Consolidate hero to single focused message with one CTA
▲ High ImpactSome WorkHero carousel with 3 simultaneous H1s: 'Het lekkerste van Nederland', 'Bestel nu en maak kans', 'Gek op oranje'
Currently
Three competing hero panels visible at once, each with different headline and implicit CTA
Recommended
Lead with one primary hero message per session (A/B test: Premium offer vs. free delivery threshold), single CTA button below headline, auto-rotate disabled or slowed to 6s
Multiple competing CTAs reduce conversion by up to 266% (Unbounce). Carousel panels fight for attention and dilute message recall — especially damaging above the fold.
2
Elevate Premium membership into a dedicated hero moment
▲ High ImpactSome WorkTop ticker bar: 'Mijn Albert Heijn Premium voor €14.99 per jaar'
3
Fix CLS score to reduce layout shift on page load
▲ High ImpactSome WorkPage-level layout — CLS 0.15 reported in PageSpeed
4
Add alt text to 12 images missing it
Medium ImpactQuick Win12 images flagged as missing alt attributes in metadata
✎
Copy rewrites
Ready to useDrop-in replacements for your highest-leverage text. Each rewrite explains the conversion principle behind it.
Hero H1
Het lekkerste van Nederland. We zijn er gek op!
→Vers, voordelig en snel bezorgd. Bestel vandaag voor 23:00, morgen in huis.
Specificity and urgency — replaces brand sentiment with a concrete delivery promise that drives immediate action
Premium ticker
Mijn Albert Heijn Premium voor €14.99 per jaar
→Premium: 2x sneller sparen, 10% korting op Bio — al vanaf €1,25 per maand.
Price anchoring and benefit specificity — reframes annual cost as monthly micro-payment and leads with tangible benefits
Meta description
Gezonder, makkelijker en voordeliger eten? Ontdek Albert Heijn: inspiratie, Bonusaanbiedingen en gemak: in de winkel én via de AH app! Bekijk het aanbod.
→Bestel boodschappen online bij Albert Heijn. Gratis bezorging, wekelijkse Bonusaanbiedingen en verse producten. Vandaag besteld, morgen bezorgd.
Specificity and urgency — replaces vague brand language with concrete delivery promise and SEO-relevant keywords
Gratis Bezorging section header
Gratis Bezorging
→Gratis bezorgd — geen minimumbestelling bij deze merken
Clarity and specificity — removes ambiguity about conditions, which reduces friction and increases click-through on the section
💡
The killer move
High ImpactPersonalized hero based on login state and purchase history
AH has rich Bonus Card data — serve logged-in users a hero showing their most-purchased categories on sale this week, and serve logged-out users a Premium trial offer with a single-click sign-up. This alone could lift homepage-to-cart conversion by 15-25% by replacing generic carousel content with individually relevant offers.
How visitors experience your page
Second-by-second walkthrough.
2 strong2 mixed1 weak
◐
0-3 secondsMixed
0-3s first impression: Cookie consent modal blocking hero, AH logo, nav with Producten/Bonus/Meer, three partial hero panels visible behind modal
Brand is immediately recognizable to Dutch users, but the cookie modal forces a decision before any value is communicated — cold visitors may bounce before seeing the offer
◐
3-8 secondsMixed
3-8s orientation: After dismissing modal: three hero panels with competing headlines, Premium ticker, Bonus deals section beginning
Loyal AH customers orient quickly via familiar layout; new visitors face three simultaneous value propositions with no clear primary action — attention is split
✓
8-15 secondsStrong
8-15s engagement: Shop per categorie grid, Bonusfolder deals with prices and discount percentages, recipe section header
Deal-seekers and regular shoppers engage strongly here — Bonus pricing is clear, category grid is scannable, this section likely drives most add-to-cart actions
✓
15-30 secondsStrong
15-30s consideration: Wat eten we vandaag recipe cards with prep times, Gratis Bezorging branded offers, Uitgebreid shoppen editorial content
Recipe inspiration with prep times is a proven engagement driver for grocery — visitors in meal-planning mode will find this compelling and likely click through to product pages
✗
30+ secondsWeak
30s+ decision: Footer with category links, legal links, social icons, age verification notices, payment method logos
No persistent cart CTA, no re-engagement prompt for abandoning visitors, no Premium conversion moment at scroll depth — high-intent visitors who scrolled this far get no closing argument
Health check
8 dimensions, weighted by conversion impact.
First impression & hero
20%
5/10
Three competing H1s and a cookie modal on load dilute the hero's conversion potential despite strong brand recognition
Copy & messaging
20%
6/10
Functional Dutch retail copy with clear pricing but lacks urgency triggers and undersells the Premium subscription value proposition
Call-to-action
15%
5/10
Online bestellen and Inloggen are visible in nav but no primary CTA button anchors the hero; Premium CTA is absent entirely
Trust & social proof
15%
6/10
Brand equity and Hartstichting partnership visible, but no customer reviews, delivery success stats, or member count to reinforce trust
Visual design & layout
10%
7/10
Clean AH brand system, consistent orange palette, well-structured category grid — professional retail execution with minor carousel clutter
Page structure & flow
8%
7/10
Logical retail hierarchy from hero to categories to deals to recipes, though Premium upsell has no dedicated structural position
Technical & SEO signals
7%
7/10
Performance score 84, LCP 2.0s is acceptable, but CLS 0.15 exceeds threshold and 12 images lack alt text — fixable issues at this scale
Differentiation & positioning
5%
6/10
Largest Dutch supermarket brand but homepage does not articulate why AH beats Jumbo or Picnic — no unique value proposition stated explicitly
⚡
Based on real Chrome user dataPage speed
84/100
Overall score
Combined performance rating
2.0 s
Largest paint
Time until the main content is visible
0.15
Layout shift
How much the page moves while loading
1.2 s
First paint
Time until something first appears
68 ms
Responsiveness
How fast the page reacts to clicks
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