The Fast Lane
Discover the world of AI-driven shopping optimization and fast-track your way to increased conversion rates, AOV, and customer loyalty. Explore expert insights on e-commerce personalization, merchandising, site search, and more.
PersonalizationB2B vs B2C Personalization: 5 Key DifferencesPersonalization is non-negotiable for online shoppers. If more than half of your customers want a curated shopping experience, then it's essential to get it right. But where should you start? It's all about context. B2B (Business-to-Business) vs B2C (Business-to-Customer) personalization can help you understand what your customers are expecting and find the right approach to meet those expectations. Below, we take a look at the differences between B2B vs B2C personalization so you can develop effective personalization strategies.
5 Key Differences Between B2B vs B2C Personalization
Audience characteristicsRelationship buildingPersonalization methodsData collection and analysisMetrics and ROI
1. Audience Characteristics
When trying to evaluate the characteristics of your audience, you'll need to look at some critical categories like buying habits, decision-making processes, and expectations.
B2B
A B2B audience is more relationship-driven. You don't just focus on logic and numbers. You also need to build a sense of loyalty and trust. This means that a B2B purchase cycle may take weeks, months, or even years depending on what's being purchased. Plus, this decision might involve multiple stakeholders—so you'll need to build relationships with all of them.
B2C
In contrast, a B2C audience is more product-driven. This means you'll need to focus more on selling the value of the products, while appealing to emotion and using easy-to-understand language. A B2C shopper also has a much shorter purchase cycle than a B2B buyer, especially if the item is relatively inexpensive.
2. Relationship Building
To build long-lasting customer relationships, you'll need to be trustworthy, reliable, and consistent no matter who your customers are.
B2B
Building on our previous point, the relationship-building process should be more in-depth in a B2B environment. These customers have higher expectations for what you're bringing to the table and how you show up. After all, you're not simply selling a product—you're giving expert advice and delivering custom solutions for specific business challenges. This means your communication with B2B customers will also be more intimate via meetings, calls, or email exchanges.
Pro Tip:
If you have a sales team that speaks directly with buyers, we recommend using a customer relationship management (CRM) platform to keep track of critical details, like who you're speaking with, what you're discussing each time you engage, and how the purchase is moving through the pipeline.
B2C
Your customer relationships aren't necessarily as intimate as B2B. Because you're serving a bigger audience, you communicate with your customers all at once via different digital channels like websites, mobile apps, and social media. Your focus is also to build trust with your audience and demonstrate why your brand and products are better than your competitors.
Pro Tip:
Build credibility and social proof with reviews, surveys, and user-generated content.
» Delve deeper into how user-generated content creates conversions and increases brand loyalty
3. Personalization Methods
All audiences, regardless of who they are and what they're buying, want to see information that's relevant to their wants and needs.
B2B
In the B2B world, your personalization methods must be focused and relevant to the customer's industry and business model. The average B2B buyer will read 13 pieces of content before deciding which vendor they'll go with. On the other hand, someone buying a case for their iPhone likely won't be doing such thorough research. This means proving your credibility and value in different ways, including:
Showcasing your expertise through reports and researchEstablishing your customer service through case studies and customer testimonialsOffering dynamic pricing structures and product packages to meet customer needsAssigning a specific account manager to offer personalized advice
B2C
Because B2C has a shorter purchasing cycle than B2B, you're trying to encourage customers to buy now. Plus, if they had a pleasant shopping experience, they'll come straight to you next time instead of browsing competitors. You can personalize the B2C shopping experience by:
Making personalized product recommendations and taking advantage of upsell and cross-sell opportunitiesOffering personalized pricing strategiesGiving custom rewards through loyalty programsUsing behavioral retargeting to showcase tailored ads
» Find out how to create the best personalization experience on your eCommerce store
4. Data Collection and Analysis
While both B2B and B2C businesses use strategies like website tracking (e.g., Google Analytics) and third-party data sources, their data collection and analysis differ in terms of volume, complexity, sources, and goals.
B2B
While B2B has a lower data volume, its data collection and analysis are more intricate and detailed. Because the goal is to build long-term relationships with customers and offer personalized business solutions, you must collect detailed information about your business customers' companies. You can collect data from:
Account management platformsCustomer support systemsEmail exchangesInteractions with multiple role-players in the business
B2C
B2C has a large data volume because it serves a large customer base made up of multiple individuals—each with their own needs and preferences. To offer personalization to a big audience and improve their shopping experience, you need to divide your audience into segments. For example, according to behavior or demographics. But before you can segment and analyze data, you have to collect it from the right sources:
Customer interactions on your websiteCustomer activity on social mediaCustomer feedback through reviews, surveys, comments, or emails
» Use these customer segmentation strategies to grow your eCommerce business
5. Metrics and ROI
Both B2B and B2C businesses must measure the effectiveness of their personalization strategies to identify areas for improvement and optimize future campaigns.
B2B
Because B2B transactions have longer sales cycles and more complex decision-making processes, the metrics you track focus on monitoring the different stages of your sales pipeline. This can include lead-to-opportunity conversion rates, average deal size, sales velocity, and win/loss ratios to understand and improve your sales performance.
Additionally, you'll calculate ROI (Return on Investment) at the account or customer level, because you're aiming to establish long-term relationships. You'll look at factors like revenue generated, margins, and the costs associated with acquiring, serving, and retaining customers.
B2C
In comparison, because B2C has shorter sales cycles, you'll look at metrics that focus more on immediate customer actions. This can include conversion rates, average order value, and repeat purchase rates.
When calculating ROI in B2C, you'll focus on specific campaigns, channels, or marketing initiatives and the impact on sales, conversions, and customer acquisition costs.
The Fast Lane to Personalization
To successfully implement personalization and effectively engage and retain customers, it's critical that you understand the key differences between B2B and B2C audiences.
Just keep in mind that you'll likely need to experiment until you find your perfect combination of strategies. Create a plan, test your personalization strategies, and analyze your performance. Once you've found your personalization sweet spot, you can effortlessly grow your eCommerce business.
» Discover more ways personalization can help your business
MerchandisingVisual Merchandising: Create an Engaging E-commerce Experience for Your CustomersVisual merchandising is an essential aspect of e-commerce that can significantly impact customer experience and sales. As a merchandiser, you have many tools to create an engaging and visually stunning e-commerce experience for your customers.
From designing navigation and product categories to using images and videos, every element of your online store can be strategically arranged to captivate and convert your customers.
What is Visual Merchandising?
Visual merchandising is designing and arranging the physical or digital presentation of products in a way that engages and entices customers. In e-commerce, visual merchandising refers to using online visual elements to create an appealing and intuitive shopping experience.
Your website's design, layout, and product displays are the first things your customers see, and they can significantly impact their purchasing decisions. An effective visual merchandising strategy for e-commerce can help your business stand out from competitors, improve customer engagement, and ultimately drive sales.
Pela: Sustainable Visual Merchandising Practices
For example, by using high-quality product images, you can give your customers a clear idea of the product they're interested in, thereby increasing the likelihood of converting and purchasing. Plus, if you couple this with effective calls to action, such as prominent "Shop Phone Cases" or "Shop Watch Straps" buttons, it can also help guide customers towards the right category.
Creating a Visual Merchandising Plan
Creating a cohesive and consistent visual identity is crucial for your e-commerce store. By ensuring that your website's visual elements, including colors, typography, and imagery, align with your brand values and target audience, you can establish a memorable and trustworthy image for your business. This in turn creates an immersive shopping experience that captivates your customers and drives results.
Popular Visual Merchandising Elements
There are many visual merchandising elements that e-commerce merchandisers can use to enhance their customers' experience and drive sales.
Visual Merchandising ElementDescriptionProduct images and photographyHigh-quality product images showcase your product's features and benefits to help customers make informed purchasing decisions. Videos and animationsEngaging videos provide additional information about your products (e.g. demonstrate how to use them) to increase customer engagement and conversion rates. Color schemes and typographyConsistent color and font use that aligns with your brand identity can help create a cohesive and recognizable visual identity. Graphics, icons, and illustrations Visual elements such as graphics, icons, and illustrations can help reinforce your brand identity and add visual interest to your website. Product displays and arrangementsThoughtful displays and arrangements can help your customers easily find what they're looking for and increase sales. Navigation and category designEasy-to-use navigation and well-designed category pages can help customers find products quickly and efficiently. Calls to actionClear and compelling calls to action can help encourage customers to make a purchase, e.g., "buy now" and "add to cart" buttons. Social proof elementsCustomer reviews and ratings can help build trust and credibility with potential customers.
» Here's how to optimize your e-commerce merchandising management
The Benefits of Visual Merchandising
Increased Customer Engagement
By creating an immersive and interactive experience, you can hold the attention of your customers for longer. Whether this is through videos and animations showcasing your products in action or giving your customers more options than they bargained for, the right visual merchandising strategy will keep your customers engaged.
For example, popular designer Steve Madden gives its customers a view of its products from all sides. Each image is clickable and can be viewed in a larger format. Even the color variations of the particular shoe design are merchandised and easy to navigate. Because these merchandising elements help to make the website easy to use, customers are encouraged to engage more.
Higher Conversion Rates
Visual merchandising coupled with the right prompts can help you increase your conversion rates and sales. Effective calls to action can encourage your shoppers to take action and complete their purchase, while showcasing related or complementary products can encourage customers to make additional purchases.
Keeping with the Steve Madden example, if customers are unsure how to style their purchase, the "Wear It With" section provides suggestions with clearly merchandised items to create a complete outfit. This gives Steve Madden a perfect opportunity to upsell and cross-sell.
» Find out why product recommendations also require merchandising rules
Improved Brand Recognition
Visual merchandising can improve brand recognition by establishing a consistent and memorable visual identity. When you use consistent branding across different touchpoints, you can create a strong visual presence that helps customers recognize your brand and strengthens your position in the marketplace. Additionally, incorporating user-generated content, such as customer photos and videos, can also help build customer trust and authenticity.
For example, apart from social proof elements like product reviews and ratings, Steve Madden also encourages customer engagement on social media where customers can share photos and stories of enjoying their purchases.
» Discover how user generated content influences brand loyalty
Boost Your Customer Satisfaction the Fast Way
Visual merchandising is a vital aspect of your e-commerce store that significantly impacts customer experience and sales. By strategically arranging every element of your online store, from navigation and product categories to using images and videos, you can create an engaging and visually stunning shopping experience for your customers.
Implementing effective visual merchandising strategies such as high-quality product images, calls to action, consistent branding, and social proof elements can increase customer engagement and loyalty and ultimately lead to higher conversion rates. Therefore, it's essential to have a cohesive visual merchandising plan aligned with your brand identity, target audience, and business goals to drive results and stand out from competitors.
» Explore this ultimate merchandising guide for more best practices
MarketingGet Inspired: 5 Email Remarketing Campaign Ideas That Really WorkDid you know that almost 70% of eCommerce shoppers abandon their carts? But email remarketing campaign ideas can successfully work to fix this and help you get inspired. Also referred to as email retargeting, this strategy involves sending personalized emails to customers and leads who have become inactive. It can be a successful tactic to recover lost sales. For instance, a study shows that cart abandonment emails led to a 24.87% conversion rate.
So, let's look at 5 remarketing email campaign ideas you can try today.
1. Abandoned Cart Reminder
An abandoned cart strategy is essential to reel in shoppers who never finished the checkout process. When you do it right, an abandoned cart email can remind customers of what they're missing and entice them to complete the purchase, increasing your sales and conversions.
Here are some tips to craft an abandoned cart email:
Use persuasive copy that shows personalityLeverage email marketing tools, like Klaviyo.Include product imagesCreate a sense of urgencyGive a clear call-to-action (CTA)Send in a timely manner—ideally within 24 hours of abandonmentInclude customer reviews for the item(s)
Let's look at an example. Food 52 sends a short and sweet abandoned cart reminder. It has a light and casual tone, showing a photo of the item that's in the shopper's cart to remind them of what they were looking at. The CTA button takes them straight to the cart to finish checkout.
2. Win-Back Campaign
A win-back campaign is a type of retainment remarketing email that aims to "wake up" and re-engage an inactive customer (typically someone who hasn't made a purchase in 3 to 6 months).
These emails usually draw the customer back in with a special offer, promotion, discount, or simply a reminder of what's on offer. If you do it right, you can boost your sales, increase your customer lifetime value (CLV), and improve customer experience.
Some tips include:
Try sending between 3 to 6 emails, spaced out every 1 to 3 daysCreate a sense of urgency for them to act nowBe direct and conciseOffer a clear CTA for their next stepsUse branding and imagery, including product photos
In this example, beauty brand Aillea sends a friendly, broad win-back email to an inactive customer, encouraging them to browse more products. This method can also utilize personalization as you can use the customer's interests based on previous purchases.
3. Post-Purchase Upsell
Upselling is an extremely valuable eCommerce merchandising technique for growing your average order value (AOV) and overall revenue.
Post-purchase upselling involves suggesting an "upgrade" from what a customer has just purchased.
Your approach should be methodical. In your upsell offer, consider products that are related to the most recent purchase.
To send a great post-purchase upsell email, you can use these tactics:
Try including the upsell offer in the customer's order confirmation emailPersonalize the recommendations based on the user's purchase historyUse a simple, clear CTAInclude discounts and special offers to sweeten the dealAdd social proof for the recommended products, like customer reviewsInclude visuals like branding and product images
For instance, viral men's hygiene brand Dollar Shave Club takes advantage of the period right after a purchase, offering to toss more items into the customer's package before it's shipped.
» Want to know more? Find out the benefits of upsell and cross-sell personalization
4. Limited-Time Offer
A limited-time offer can cover any type of occasion, from a holiday sale to a product launch celebration to a "just because" personalized special offer.
The important factor is that you're prominently showcasing the value and the expiring time period of the offer so customers know exactly what to expect.
For a strong limited-time offer, check out these tips:
Be clear about the offer and how long they have to buyUse standout graphics and colors to illustrate the offerInclude visuals like branding and product photosCreate a compelling CTAPersonalize the offer to your customer base if possible
In this example, Targus, a computer accessory online store, uses bright CTAs to highlight what the offer is (15% off), where to purchase, and how long the offer is available ("Today"). Also, with clear copy ("limited edition"), the brand also implies a sense of exclusivity, which can encourage conversion.
5. Product Recommendations
With the help of sophisticated algorithms, personalized product recommendations can be tailored to better match shoppers' intent. This strategy uses customer behavior data like browsing and purchase history, as well as data from other customers with similar habits.
Here are some ways to use customer data to fuel product recommendations:
Suggest similar products to items already purchasedShow an additional product that's frequently bought together with a recent purchaseHighlight the most popular and best-selling productsBreak up the most popular products per specific categoryPush top-selling products based on lookalike audience segmentsRemarket products recently viewed by the consumer
Take the fashion brand Princess Polly as an example. This brand suggests items that are similar to one you've viewed or purchased, plus extra items you can purchase to "complete the look." This encourages additional purchases and shows personalized attention, which can help boost retention.
» Learn why personalization for large audiences through anonymous data works
Fast-Track Your eCommerce Sales
If you're trying to find new ways to captivate customers, these email remarketing campaign ideas may be the tools you've been looking for. When you thoughtfully re-engage your current leads and customers who have gone stagnant, you can help create long-lasting relationships. This in turn can boost sales, customer retention, and the overall success of your business. So, why not try these ideas?
Marketing4 Ways Social Media Marketing Drives Consumer BehaviorSocial media marketing, or social commerce, has the potential to drive consumer behavior thanks to the growing number of active users. According to DataReportal, around 4.76 billion people worldwide use social media. By using the right social media channels, you can create an emotional connection with your customers to influence and encourage purchases and brand loyalty. To help you tap into this potential, here are four strategies you can try.
1. Make Consumers Aware of Your Brand
Social media can help foster brand awareness and increase visibility across multiple platforms and through various online formats. However, the intense competition for attention can make it tough to get noticed. Some options include:
Leverage Influencer Marketing
Social media influencers can help boost brand exposure and promote your business. Try to identify influencers that match your niche audience, and leverage their creativity and authenticity to grow your brand.
For example, the fashion brand Princess Polly partners with influencers on Instagram to promote their products. By featuring the brand's products in curated looks and sharing them with their followers, these influencers can help increase Princess Polly's brand awareness and attract new customers.
Launch Hashtag Campaigns
Hashtags are another effective way to drive brand awareness via social media. Use a combination of popular, trend-based, and niche-based hashtags to maximize the visual discovery of your content.
For instance, premiere shopping and lifestyle brand CURATEUR uses hashtags that can help create a brand identity that's easy to discover online. Ensuring your content is easy to find across platforms can help boost reach and sales.
» Check out the top eCommerce apps to optimize customer experience
Create Viral Content
Creating viral content like videos or memes can generate significant buzz around your brand. When content is shared by thousands, if not millions, globally, it has the potential to increase brand exposure and recognition.
BarkBox, a dog products subscription service, regularly shares animal-related memes on its social media pages, creating a strong brand identity and keeping its followers engaged.
2. Influence Consumers' Purchasing Decisions
Social media can play a crucial role in swaying customers' preferences toward a particular product or brand. By offering product information and social proof, brands can create a more informed and confident buyer. Consider the following strategies:
Display Customer Reviews & Ratings
Potential customers can read real feedback from others who have already purchased the product. This can create a sense of trust and credibility and lead to increased conversion rates.
For example, the handmade jewelry brand Made by Mary frequently features customer photos and reviews on its Instagram page, showcasing its products in a relatable way.
Offer Exclusive Discounts
Offering exclusive discounts or promo codes to social media followers can be a powerful motivator for purchase. By providing value to the audience, brands can increase engagement and loyalty.
For instance, fashion brand Steve Madden uses Twitter to promote exclusive discount codes for its followers, creating a sense of urgency and excitement among them.
» Looking to try AI? Learn how AI can improve conversion rates in eCommerce
3. Build Brand Loyalty Among Consumers
Brand loyalty is a key driver of profitability. Customers who exhibit loyalty choose your products or services repeatedly and also advocate for your brand, often recommending it to others. Here are three strategies to help you build brand loyalty:
Create Personalized Content
Personalization can demonstrate an understanding of customers' unique needs and preferences. Brands can personalize content by collecting data, such as:
DemographicsInterestsOnline browsing behaviors
Stitch Fix, an online personal styling service, collects data on its customers' preferences, style, and fit, then uses it to provide personalized clothing recommendations and styling advice. This personalized experience helps to build long-lasting customer relationships.
» Find out why product recommendations need merchandising
Reward Loyal Customers
Offering exclusive discounts, early product access, or special promotions are some effective ways to show appreciation for loyalty.
For example, Fragrance Buy, an online fragrance retailer, gives its loyal customers points ("sprays") for specific actions they complete, which can be redeemed for discounts on future purchases. This gives customers a sense of exclusivity and encourages them to continue shopping with the brand.
Increase Direct Online Engagement
Social media engagement boosts loyalty by making customers feel valued and heard. Brands that respond to comments and feedback show that they care about their customers, fostering trust and appreciation in return.
A great example is 401 Games. This game and toy brand offers helpful and friendly responses on Twitter when customers reach out. This can help boost sales as customers feel valued and informed.
4. Encourage User-Generated Content From Consumers
User-generated content (UGC) can be highly effective as it adds authenticity and depth to a brand. When existing customers create content about a brand, they humanize it and provide real-world context for products and services. To encourage UGC, consider taking the following steps:
Run Social Media Contests & Challenges
These campaigns can encourage customers to share visuals of themselves using your products and create a buzz around your brand. Consider using branded hashtags for contests, as they can make it easy for customers to find and share your UGC.
Energy drink brand V, for example, asked customers to show their transformation after sipping a V energy drink using the branded hashtag. The brand then featured some of the best UCG on its own Instagram account, highlighting the impact of its product on real people and encouraging others to try it.
Share User-Generated Content on Your Own Channels
This is a smart way to increase engagement and add social proof to your brand.
Woolery, an online fiber arts brand, excels at this strategy. By sharing customer photos on its Instagram story, Woolery diversifies its content and increases engagement because it showcases real people's creations using its products. Plus, by adding these images to a pinned highlight reel, anyone can view it at any time.
Get More Insights into Your Consumers' Behavior
Using built-in social media tools and metrics, you can gather valuable data on customers to inform your marketing campaigns. Here are a few tactics to try:
Analyze social media metrics to track engagement, reach, and other key performance indicators.Conduct surveys or polls on social media to gather feedback from customers.Leverage audience segmentation to create audience groups and tailor social media content according to each group's preferences.
By leveraging these strategies, you can enhance the customer experience and get more conversions for your brand.
» Discover how to tackle eCommerce hiccups that bust brand loyalty
Post and Share the Fast Way
With social media, you can engage with your audience quickly and easily. Because customers expect more from the brands they support, including personalization, social media is a flexible platform to accommodate their growing and ever-changing needs. Effective social media marketing strategies can help you achieve better brand awareness, conversions, customer loyalty, and engagement. Leveraging social media creatively can help your brand stand out from competitors and reach more potential customers.
MerchandisingRevamp Your E-Commerce Site: How to Create an Irresistible LayoutFirst impressions matter. In fact, 94% of your customers' first impressions of your website are layout and design-related. So, revamping your e-commerce site to create an irresistible layout and merchandising strategy can be the first step toward boosting your conversions and keeping your customers coming back for more.
Why Should You Have a Great Store Layout?
Your store's layout affects your customers' entire shopping experience. A well-designed layout can help you:
Showcase your products effectively Make navigation easy Guide your customers toward purchasing
It can also improve customer engagement and increase their loyalty, leading to higher conversion rates and increased revenue. This isn't lip service: a study by Adobe showed that 59% of people prefer browsing 'beautifully designed' sites to 'simple and plain' ones.
Tip: Get constant customer feedback and A/B split test changes in your e-commerce site layout to create the perfect design.
Understanding Your Target Audience
Knowing your target audience is crucial when designing your e-commerce site because you can tailor the layout to their needs and preferences. If you know what your customers are looking for and how they like to shop, you can create a layout that resonates with them.
Here are some specific examples of how understanding your target audience can inform your site design:
Design for Mobile
If your target audience is primarily mobile shoppers, your site should be optimized for mobile devices. This means using responsive design, simplifying your layout, and prioritizing quick load times. For example, Mersi Cookware & Co targets moms, so they include large, high-quality, lifestyle images and large buttons that are easy to view and click on a mobile device.
Tip: If you need help determining the percentage of your mobile users, check your Google Analytics for the answer.
» Ensure your e-commerce merchandising is optimized for m-commerce
Prioritize Search
If you find your target audience is looking for specific products on your site, you'll want to make those products easy to find. This means prioritizing the search functionality on your e-commerce site and making it visible and user-friendly. For example, 54kibo is a home goods store that targets busy parents, so they've included a prominent search bar on the homepage that lets their customers search for the products they need quickly.
» Discover the benefits of e-commerce product engines for your store
Highlight Social Proof
If your target audience is skeptical or values the opinions of others, you need to incorporate social proof into your site design. This can include customer reviews, ratings, or testimonials that demonstrate the quality and value of your products. For example, Fiji Water features their customer reviews on their product pages to boost the relevant product's credibility. A customer sees the rating system first, then it takes them to testimonials when they click on it.
Tip: You can determine if your customers are skeptical about products by searching for your brand name followed by "reviews" or "unboxing" in Google.
» Enhance your e-commerce and merchandising strategies with personalized reviews
Key Elements of an Irresistible Layout
An irresistible layout for e-commerce stores should be visually appealing, easy to navigate, and optimized for conversions.
Clear and intuitive navigation
Navigation should be easy and intuitive with a clear hierarchy of categories and subcategories that allows your shoppers to quickly and easily find what they're looking for.High-quality product images
Using only the best images is essential for showcasing your products and giving your shoppers a clear idea of what they're buying. These images should be well-lit, high-resolution, and show the product from multiple angles. You should also use a Web format for quick loading times!Distinct and consistent color and branding
Your e-commerce store's branding should reflect your company's values and personality. This includes a well-designed logo, cohesive color scheme, and typography.Persuasive product descriptions
Product descriptions should be compelling and informative to highlight your products' benefits. This helps your shoppers make informed decisions and encourages them to purchase.
Apple: Customers Like Them Apples
Apple's e-commerce site encompasses the majority of these elements. The site has a sleek and minimalist design, with a clear focus on the products. The ample use of white space helps to create a clean and uncluttered layout, and it highlights the products on display. The product images are large and high-quality while the calls-to-action are clear and prominent in blue.
Best Practices for Layout Design
Keep It Uncluttered
An uncluttered layout design can help shoppers focus on what's important—your products. Avoid cluttered layouts with too many graphics or distracting elements that can confuse or overwhelm your visitors.
Use White Space
White space, or the empty space around design elements, can help create a clean, organized layout design that's easy to navigate. It also draws attention to the key elements of your site, such as your products and call-to-action buttons.
Follow a Grid System
Using a grid system can help you create a balanced and visually appealing layout. A grid system can help you ensure that your design elements are aligned, consistent, and easy to follow.
Make It Accessible
Accessibility is crucial in e-commerce. You can follow these tips to ensure your site is accessible:
Use descriptive alt tags for imagesEnsure website compatibility with assistive technologiesUse high-contrast colorsProvide captions and/or transcripts for multimedia contentAvoid relying on color alone to convey informationEnsure keyboard navigation functionalityTest the website with users who have disabilities
Call-to-Action Buttons
Clear and prominent call-to-action buttons should be used throughout your site to guide shoppers toward buying. Incorporating these key elements into your e-commerce layout will help you create a visually appealing site that is easy to navigate and optimized for conversions.
Fast-Track Your E-Commerce Success
Don't let a poor layout design hold back your e-commerce success. By incorporating key elements such as clear branding, easy navigation, high-quality images, and persuasive product descriptions, you can revamp your e-commerce site's layout to engage shoppers and encourage them to make a purchase.
» Dive deeper into this ultimate merchandising guide to drive your store forward
MerchandisingCreate Irresistible eCommerce Product Descriptions: 5 Tips to Count OnCompelling product descriptions can increase sales and improve customer experience. Up to 67% of shoppers say that eCommerce product descriptions are a deciding factor in their purchase decision. That's why it's essential to create irresistible eCommerce product descriptions as part of your merchandising strategy to attract customers and boost sales. From audience segmentation to focusing on benefits, we'll show you 5 ways to make your product descriptions powerful to increase conversions and grow your online business.
1. Know Your Target Audience
To create product descriptions that resonate with your customers, you must understand shoppers' intent, preferences, and pain points. Knowing who your customers are will help you tailor your messaging and ensure that your product descriptions address their specific needs and interests.
You can research your audience by:
Analyzing demographics
Start by nailing down the demographics of your target audience, such as age, gender, location, and income.Using social media
Social listening is a great way to improve your product descriptions. Use social media platforms like Facebook, Twitter, and Instagram to see how your customers describe your products or your competition.Gathering customer feedback
Ask your customers for feedback on your product descriptions with post-purchase surveys. You can use this feedback to refine your product descriptions and make them more effective.
» Discover different customer segmentation strategies to grow your eCommerce business
2. Use Attention-Grabbing Headlines
The headline of your product description is the first thing potential customers will see. It's essential to write product headlines or product roundup headlines that are attention-grabbing and prevent customers from leaving your store too soon.
To create impactful headlines, you should:
Use Numbers
Including numbers in your headlines is a great eCommerce merchandising tactic that makes headlines more specific and eye-catching. For example, HaiRegrow includes "100% Natural" in their product heading, adding a unique selling point to the simple description, "Men Beard Oil."
Ask Questions
Asking a question in your product headline can pique your shopper's curiosity and encourage them to scroll further down your product page. For example, "Looking for the Perfect Gift? Discover Our Top Picks" is more likely to grab attention than "Gift Ideas."
Create a Sense of Urgency
Using urgent language in your headline can create a sense of FOMO (fear of missing out) and encourage shoppers to take action. For example, Sephora uses "Just-Dropped Scents" or "This Just In" because it resonates better than "New Products." Similarly, you can highlight any limited-time promotions like product bundle offers or discounted prices.
Tip: If you're struggling to think of creative, eye-catching headlines, try ChatGPT to elevate your marketing strategy. Be as specific as possible when giving ChatGPT instructions, and the AI-driven chatbot will come up with lists of possible headlines in just a few seconds.
3. Focus on Benefits, Not Just Features
Any successful eCommerce marketer will tell you that benefits far outweigh features when it comes to product marketing, including product descriptions. Benefits are the emotional appeal of your product, which will ultimately persuade customers to click "add to cart."
Highlight the Results
Show customers the end result of using your product. For example, instead of saying, "Our vacuum has a strong suction," say, "Our vacuum will leave your floors spotless and your home feeling fresh and clean."
Focusing on the benefits and results of your product that speak directly to your customer's needs and emotions will lead to increased sales and customer satisfaction.
» The layout of your product descriptions is also important. Explore how to create an irresistible layout
4. Use Descriptive and Sensory Language
Using descriptive and sensory language in eCommerce product descriptions can help make your products more memorable and appealing. It can create a more vivid picture of your product in your customers' minds, allowing them to imagine using and enjoying it.
Use Strong Adjectives
Use language that paints a picture of how your product will benefit your customer. For example, instead of saying, "Our shampoo has natural ingredients," say, "Our shampoo will leave your hair feeling soft, shiny, and smelling amazing."
Appeal to the Senses
Appealing to the senses using sensory words can help customers imagine using your product. For example, Sephora's product description, the lip color has a "juicy sensation" when applied to the lips.
Use Comparisons
Comparing your product to something else, especially something tangible and commonplace, can help customers understand its unique qualities. You can say something like, "Our car has a trunk larger than a shopping cart, so you can easily fit in all your gear!"
» It's not only the words that are important. Carefully consider the font style as well
5. Optimize for Search Engines
Optimizing your product descriptions for search engines will improve your rankings and make it easier for customers to find your products online. Here are some key SEO strategies:
Use relevant keywords
Research and use relevant keywords in your product descriptions, such as the name of the product, its features, and its benefits. Write compelling meta descriptions
A meta description summarizes your product description that appears in search engine results. Write compelling meta descriptions that accurately describe your product and make shoppers click through to your product page. You can see an example of a meta description below.
Use alt tags for images
Alt tags are descriptions of your images that appear when images can't be loaded. Use descriptive alt tags that include relevant keywords to help improve your search engine rankings.Use structured data
Structured data helps search engines understand the content on your website. Use structured data to provide additional information about your product, such as its price, availability, and reviews.
Fast-Track Your eCommerce Success With Enticing Product Descriptions
When it comes to eCommerce success, product descriptions play a critical role in capturing customer attention, building trust, and driving sales. With so much online competition, compelling product descriptions can make all the difference in attracting and retaining customers.
Carefully crafted product descriptions serve as a virtual salesperson, enticing customers to move further down the sales funnel—an essential role for any eCommerce store.
» Use these best practices to improve online merchandising on your product pages
MerchandisingCreate Successful eCommerce Product Bundle Strategies (+ Merchandising Examples)Product bundles are the ultimate win-win for both your customers and your business. Your customers will love them because they can score more for less. Your business will thrive because bundles increase AOV (by as much as 20%)and keep those slow-selling items flying off the virtual shelves. Here's everything you need to know about creating successful eCommerce product bundle strategies with practical merchandising examples.
What Is Product Bundling?
Product bundling is when a store owner sells two or more products together as one package, often at a discounted price.
For instance, a PC retailer may offer a bundle that includes a desktop, monitor, and webcam. This tactic aims to increase your profits by enabling you to sell more inventory and provide additional value to your customers.
Benefits of product bundling include:
Increased sales
Bundling boosts sales by incentivizing customers to purchase multiple items together. Higher customer satisfaction
Bundling offers convenient and cost-effective solutions, enhancing customer satisfaction. Improved profit margins
Bundling at higher price points can increase profit margins through perceived value.
There are several different types of product bundles you can create. The most effective ones include:
1. Complementary Bundles
Complementary bundling is the practice of grouping two or more products that are functionally related and selling them at a combined price.
This cross-selling approach offers several advantages, including improved customer satisfaction and increased sales. Here's how to effectively create a complementary bundle:
Choose related products
Choose items that naturally complement each other and offer value to customers when bundled together for cross-selling.Make it attractive
Offer a discounted price or additional perks to make the bundle irresistible to customers.Promote, promote, promote
Market the bundle through various channels to create awareness and generate interest among customers.
Spiceology: Herb Bundle for Happy Customers
Spiceology is America's fast-growing spice company, offering great deals on herbs, spices, and other seasonings. Their Herbaceous Bundle deal includes two popular dried herb mixes that home and professional chefs are likely to use when experimenting with new flavors. They clearly display the 15% discount, along with a "Sale" badge, and the original and discounted prices to make sure shoppers don't miss this bundle deal.
This cross-selling strategy works by offering customers a curated selection of products that work well together—at a discounted price—providing them with more value and convenience.
» Unsure when it's best to cross-sell? Find out where in the conversion funnel you should cross-sell
2. Mix and Match Bundles
Mix and match bundles allow customers to pick multiple products from a range of options. Merchants can specify different options for any given product and customers can choose their preferred ones to create their own custom bundle.
This tailored experience not only boosts customer satisfaction but also encourages brand loyalty and repeat purchases. To create a mix and match bundle, you should:
Empower customers
Let customers choose their own products to bundle, giving them the freedom to curate a personalized package that aligns with their preferences.Offer incentives
Provide discounts or exclusive offers for bundling to entice customers to add more items to their cart and increase AOV.Simplify navigation
Ensure the bundle is easy to navigate and use, with clear instructions on how to mix different items. A well-thought-out product description can go a long way to attract and draw in customers.
My Raw Joy: A Joyful Mix-and-Match Shopping Experience
My Raw Joy, an organic snacks store, offers a unique "Mix & Match Bundle" option that allows customers to handpick their desired flavors of raw chocolate bars. This strategy empowers customers to create a customized bundle that aligns with their individual taste preferences.
The result is a delightful and personalized snacking experience that encourages customers to make repeat purchases.
3. Seasonal Bundles
Seasonal bundles are curated product packages that are designed to align with specific seasons, events, or holidays.
You can offer timely and relevant products to customers with these bundles. For example, you can create special bundles for the summer holidays, ski season, Thanksgiving, etc. Below are the steps to creating your seasonal bundle:
Choose relevant products
Choose products that are aligned with the season or holiday you're targeting. For example, heart-shaped chocolates for Valentine's Day.Add value
Encourage customers to purchase the seasonal bundle by offering a special discount or added value. This could be a percentage off the total bundle price or exclusive seasonal packaging.Promote effectively
Promote the seasonal bundle through various channels. Highlight the limited-time nature of the bundle to create a sense of urgency and excitement among customers.
CURATEUR: Convenient Curated Seasonal Deals
A great example of a Christmas bundle comes from CURATEUR, an eCommerce retail community offering products hand-selected by renowned stylist, Rachel Zoe. The company offers a "Home for the Holidays Set," which was available for a limited time only. This strategy created a sense of urgency, enticing customers to make a purchase.
By offering a prepackaged bundle, CURATEUR made it convenient for customers to shop for Christmas-themed items, enhancing the overall customer experience during the holiday season.
4. Upgrade Bundles
Upgrade bundles are collections of premium or high-margin products that businesses use to upsell and cross-sell to customers.
For example, a computer brand may offer an upgrade bundle featuring a higher-priced, more advanced laptop model, along with additional accessories or features. This strategic approach not only improves profitability but also lets you provide a memorable customer experience. Here are the steps to create an upgrade bundle:
Choose higher-end versions
Choose upgraded versions or additional features that complement the original product.Offer incentives
Offer perks like freebies or exclusive bonuses to encourage customers to opt for the upgrade bundle. Market it well
Use social media, newsletters, and influencer marketing to highlight the unique value of the upgrade bundle.
Tank Shop: Upselling the Strategic Way
Tank Shop, a high-quality bathroom fixtures retailer, utilizes an effective bundling strategy by offering an upgrade bundle for their toilet flush. This bundle includes a Max Chamber Upgrade Kit with additional features such as a dual-flush mechanism and water-saving options.
This strategy creates added value for customers, incentivizes them to upgrade their purchases, and can result in increased sales for the business.
» Take a closer look at how to choose which products to upsell
5. Subscription Bundles
Subscription bundles are a convenient way for merchants to offer a recurring subscription service that includes a carefully chosen collection of products or services.
Customers can choose the frequency of delivery, such as weekly, monthly, or bi-monthly, and receive the bundled items on a regular basis without having to reorder each time. This approach provides convenience to customers and a recurring revenue stream to businesses. To create your first subscription bundle, you'll need to:
Choose suitable items
Select products that are well-suited for a subscription model, such as consumables, replinishable items, or complementary products that work well together. Provide incentives
Motivate customers to subscribe by offering incentives, such as free shipping, loyalty rewards, or personalized upsell and cross-sell product recommendations based on their preferences.Promote effectively
Highlight the convenience and benefits of the subscription model while promoting your bundle via social media or email and SMS marketing.
AIA Beauty Bundle: Monthly Beauty Product Top-Up
A great example of a subscription bundle is the AIA Beauty Bundle, which includes a curated selection of skincare and beauty products delivered to customers on a monthly basis. This subscription bundle makes sense as skincare and beauty products are typically used regularly and require replenishment.
The convenience of receiving such products on a recurring basis saves customers time and effort, while also generating recurring revenue for the brand.
» Interested in subscriptions? We summarize the main benefits of a subscription-based eCommerce model
Fast-Forward Your Business Success With eCommerce Product Bundles
Keep in mind that product bundles are the secret sauce to sweeten your eCommerce offerings. But it's not just about tossing random items together. Embrace the power of testing and refining your product bundling strategies based on customer feedback, market trends, A/B testing, and data analysis. With strategic product bundling, you'll have your customers coming back for more, and your business thriving with success!
» Bundles are just the start. Learn more about upsell & cross-sell personalization to boost sales
Marketing3 Customer Segmentation Strategies to Grow Your eCommerce BusinessAccording to a Redpoint Global study, 64% of consumers prefer purchasing a product from a brand that knows them, and 34% say they would spend more on that brand. This means that if you implement customer segmentation strategies carefully, it can help you grow your eCommerce business. By dividing your customers into demographic, behavioral, or psychographic segmentation, you'll have a deeper understanding of your customers' preferences and behaviors, which in turn can lead to increased sales and customer satisfaction.
What Is Customer Segmentation?
Customer segmentation is the process of dividing your customers into groups based on shared characteristics, such as demographics, behaviors, and psychographics.
This way, you can create audience segments and use tailored strategies that are more effective at reaching and engaging your target audience.
The process typically involves several steps:
Collecting customer data through surveys, tracking website behavior and purchase history, and analyzing customer reviews. Performing a statistical data analysis through machine learning or AI to identify distinct customer groups and create unique segments. Creating targeted marketing strategies with product offerings designed to appeal to each segment's unique interests and needs.
» Find out effective ways eCommerce personalization helps your business
1. Demographic Segmentation
Demographic segmentation groups customers based on similar demographic factors such as age, gender, income, location, and more.
When using this strategy, you can start by collecting data through customer surveys and website analytics like Google Analytics or your Shopify Dashboard. This can help identify specific trends and preferences.
Depending on the segment, you should consider different aspects to improve your approach:
Age: Different age groups have different purchasing habits and needs.Gender: You can use personalization to create targeted, gender-specific marketing campaigns based on need and desire.Income: Matching your product offerings to your target audience's income bracket can help improve sales. For instance, if your customers are in a higher bracket, you might offer luxury products and emphasize product exclusivity and quality.Location: You can create campaigns that cater to customers' unique needs in different regions. For example, an eCommerce store selling winter jackets can create targeted marketing campaigns for customers living in cold areas.
Bright Minds: Age is Not Just a Number
Bright Minds, a toys and books store, leverages demographic segmentation visually based on different age groups. Since the majority of the products are for children, dividing them up into age-appropriate groups helps for more seamless browsing. This can boost customer confidence and satisfaction with the store, which can improve sales.
2. Behavioral Segmentation
Behavioral segmentation allows you to create targeted campaigns and personalized experiences by grouping customers based on patterns, such as their purchasing habits, browsing behavior, and customer loyalty.
Some ways to optimize this strategy include:
Analyzing purchase history:
This can help identify which products or categories are popular, which customers make frequent purchases, and which customers have a high average order value. Tracking customer purchase journey:
Customer browsing behavior can indicate which products or categories customers are interested in but have not purchased. This data can be used to create retargeting campaigns.Measuring customer loyalty:
You can track how frequently customers make purchases, how long they've shopped with you, and their general engagement with loyalty programs. This can also help you identify and tackle hiccups that bust brand loyalty.
Fragrance Buy: Smells Like Loyalty
Fragrance Buy, a beauty and cosmetics store, offers an extensive loyalty program. This includes:
Earning points, which they call "sprays"Multiple integrated ways of earning points through referrals and social mediaAn array of point redemption options from free shipping to discounts
Social media inclusion can increase reach and customer engagement across multiple channels, which can translate into more sales and customer loyalty.
The business's strategy is effective since businesses that leverage loyalty and rewards programs tend to generate revenues around 2.5 times faster than those that don't. Plus, VIP tiers further instill a sense of reward for customers as the tier doesn't downgrade once you've achieved it.
» Learn about the convergence between AI, eCommerce, and an optimized experience
3. Psychographic Segmentation
Psychographic segmentation divides customers into groups based on their personality traits, values, interests, and lifestyles.
This strategy can allow you to understand your customers' intent and preferences even better. Then you can create more effective marketing campaigns and improve your overall site search experience.
Here are some tips to consider with this method:
Conduct surveys and focus groups to gain insights into customers' personality traits, values, and interests.Analyze social media data to understand customers' lifestyles and interests.Create customer personas based on psychographic characteristics to better target marketing efforts.
Princess Polly: Live That Influencer Lifestyle
Princess Polly, an online fashion business, curates clothing and accessories that lean into lifestyle preferences, particularly those of online influencers.
The store strives to deliver "key seasonal trends to fashion-obsessed Millennials", so they tap into this market's psychology by letting their customers shop according to influencer. Customers can easily browse products recommended by their favorite influencer, allowing them to effortlessly emulate the lifestyle they want. This then also doubles as social proof.
The Fast Way to Grow Your eCommerce Business
In eCommerce, customer segmentation allows you to understand and engage with your customers more meaningfully. By identifying commonalities among different groups and creating targeted marketing campaigns that speak directly to their interests, you can improve sales and customer satisfaction. Customer segmentation can also highlight your attention to consumer needs and preferences, which can improve long-lasting customer relationships.
» Need to optimize? See the top 10 eCommerce apps to optimize customer experience
MerchandisingeCommerce Product Pages: 5 Best Practices to Improve Online MerchandisingProduct pages can make or break a sale. This is where you showcase your products in the best possible light to convince potential customers to become paying customers. Below, we list and discuss 5 best practices you can apply to your eCommerce product pages to improve your online merchandising techniques and ultimately boost your sales.
1. Use High-Quality Product Images
Visual appeal has a high impact. About 85% of your customers feel product images are important to help them make their purchase decision-making. Your customers must be able to picture the product and its quality clearly, as well as understand how it will fit into their lives before buying it.
Here are some tips for selecting and displaying product images:
Use high-quality equipment to capture optimal lighting and details.Choose angles that showcase the product's best features and unique selling points.Provide context through lifestyle images, demonstrations, or showing the product in use.
Steve Madden: A Step in the Right Direction
Steve Madden, a global fashion brand, uses multiple images to showcase this pair of high heels from different angles. Plus, there's even an image of someone wearing the shoes.
This allows customers to get a full idea of the shape and detail of the product. It also helps customers imagine how they could wear it if they were to make the purchase. Attention to detail and keeping the customer informed visually by using a display merchandising optimizer can help you improve conversions.
» Want to improve search? Find out why your store needs visual discovery
2. Write Clear and Detailed Product Descriptions
Product descriptions should provide a laser-sharp idea of your product's specifications, like ingredients, materials, dimensions, and weight. You can even try to incorporate storytelling elements to engage and meet your shoppers' intent.
Enticing product descriptions can include:
Descriptive, specific language that paints a picture of the product and its usesSimple language that's easy to understand for any audienceBenefits that show how the product can improve your customer's lifeBullet points and formatting that's easy to read and digest
Spiceology: A Dash of Engaging Details
Spiceology, a spice and herbs store, provides creative copy to engage customers. It mentions ingredients, food the seasoning can be used on, and information about how well the product sells.
This combination can excite and inspire customers about using this product in their own cooking, which can increase the chance of purchase.
Additionally, Spiceology also includes collapsible sub-sections that include bulleted lists on their product images. These provide a summarized, easy-to-digest view of the copy. This can be perfect for those skimming for key information before making a purchase.
3. Include Product Reviews and Ratings
With more than 99.9% of customers reading reviews when shopping online, it's crucial to make these readily available. Social proof like product reviews and ratings is a top-tier way to show your customers that they can trust you and the products you sell.
Some tips for building trust through your product reviews and ratings are:
Use a third-party review platform like REVIEWS.io to collect and display reviews and ratings.Respond to customer feedback, both positive and negative.Use star ratings and customer comments to showcase the overall product experience.
Targus: It's in the Bag
Targus, an electronics and accessories brand, helps encourage purchases with easy-to-access and detailed reviews. From any product page, you can easily click on the review and rating.
This then auto-directs you to lower on the page where average ratings based on categories like "Quality" and an overview of customer review images are included.
Then, for even further detail, each of the reviews appears in full with ratings and whether the past customer recommends the product.
» Learn the importance of personalization in your eCommerce strategy using reviews
4. Highlight Calls-to-Action
Your calls-to-action (CTAs) should be clear and concise for more efficient online visual merchandising so you can guide your customer intuitively through the purchasing steps.
Here are a few ways you can implement effective CTAs:
Customers should be able to find CTAs instinctively and shouldn't have to search for them.CTAs should be clear about what action the customer is expected to complete.CTA colors should stand out but still work with the overall page and website design.
Zachys: Pour Us Some Clear CTAs
Zachys, a wine and liquor store, uses deep red for the CTA, which stands out against the white background and matches other design elements on the page, such as the search button and price. Additionally, the color can allude to red wine, which fits their product offerings.
The standout CTA helps guide the customer to complete a purchase. Plus the CTA is clear about what it does with "Add to Cart" marked on it.
5. Personalize Product Recommendations
Product recommendations are key to successful upselling and cross-selling, which are fundamental methods to help boost your average order value (AOV) and overall revenue.
Some tips for identifying products to upsell or cross-sell are as follows:
Use personalized recommendations based on the customer's previous purchases or browsing historyEvaluate data analytics to find related products that other customers have purchased with the main productOffer bundles and promotions that include products that can be used alongside the main product
Princess Polly: Complete the Look in One Sale
Princess Polly, an online fashion retailer, uses personalization based on each customer's previously clicked history, which can inspire larger AOVs. By including a "Complete the Look" section on each product page, they have the opportunity to cross-sell to their customers by suggesting other products that can be worn with the particular item being viewed.
Plus, by offering options, like two similar necklaces, the brand gives their customers a choice. Because the necklaces are priced differently, Steve Madden also has the chance to upsell the more expensive necklace.
» Learn more about the benefits of upsell and cross-sell personalization
The Power of Effective Online Merchandising
Online merchandising can make or break your eCommerce store. When you use the right strategies, you'll see a boost in sales and even lifetime customer loyalty. But remember that your store and customers are unique, so don't worry if what works for one brand doesn't work for you. Put these online merchandising best practices to the test and personalize them for your store and customers to increase your conversions.