There was some interesting information contained in the newsletter from Aswas. Debbit Levitt states that some sellers found that custom designs reduced the amount of traffic driven to their products.
We had a few sellers tell us that they had their custom eBay Store home pages "professionally" designed, but that when they checked their Traffic Reports, they noticed that they had MORE people (than before) leaving their Store from the home page… as in people were hitting their Store and leaving without clicking on ANYTHING. That’s bad! This supports our theory that even a professionally designed home page has the potential to confuse or distract visitors, who are used to seeing items as soon as they get to an eBay Store. This is part of the reason that we try to talk everybody out of doing custom eBay Store home pages.
This is very interesting as the likes of frooition say that their designs boost sales. That said, there are custom homepage and custom homepages. Frooition reskins the storefront leaving the products in place, whereas other custom homepages completely remove the products. It is probably this second type of store which are loosing sales.
The best homepage designs I have seen are from a company in Germany called Create your template. Their shops look great, but show few products and therefore probably hamper not build sales.