Home page of any business doing online is the mark of first impression you want to convey to a customer. The more attractive and funky it is, the chances to have a more visits and interaction increases.
Aesthetic appeal seems a shallow point to make but let us accept the first look does leave a impact. It's basic human tendency.
Talking about home page designs and layouts, what most businesses do is see this designing process as a one-time activity and investment. Well that's where they loose out. Being in the eCommerce niche, which practically thrives on changing market demands and consumer choices, why should something as important as your company's home page remain stagnant for years and years? Take a second and think about it.