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.
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
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
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.
MerchandisingResponsive Web Design: Craft a Seamless E-commerce UX (+ Examples)Did you know that 88% of online consumers are less likely to return to a site after a bad user experience? In today's supercharged digital age, using virtual merchandising techniques such as responsive web design to craft a seamless e-commerce UX are a necessity. More consumers than ever are shopping on different types of devices so your web design must be able to respond to your customers' needs.
What Is Responsive Web Design?
Responsive web design allows web content to adapt how it is displayed based on the user's device, window size, and screen size.
The user's browser will detect the device being used and morph the site's layout. This can include altering the layout to optimize the site's text, images, and other design elements for the screen. For example, condensing three columns on a desktop version to one easy-to-scroll column for mobile.
E-commerce sites that can standardize the user experience with seamless functionality between different devices can achieve:
Happier customersStreamlined engagementMore conversions
» Consider the differences between adaptive vs responsive design
Mobile-First Design Strategy
A mobile-first design strategy prioritizes the web page design for mobile, then adapts it for larger screens. This way, you can avoid:
GlitchesIrregular displaysBroken imagesOther technical issues that occur when you design for desktop size first
A mobile-first design strategy leads to faster site speeds and an overall better user experience. Here are some of the core focuses when using this strategy:
Minimal designVisual hierarchiesContent-focusedBold, consistent CTAsGrid systemsTouch navigation
Targus: Geared Up And User-Friendly
Targus, an electronics and accessories store, effectively implements a mobile-first design strategy with large, easy-to-click blue CTAs and capitalized headings to guide the user through the page. The site uses visual hierarchies, minimal design, and touch navigation for an overall better user experience.
» See why customers are leaving your e-commerce store and how to make them stay
Flexible Grids and Images
Flexible grids and image use can fortify your visual merchandising techniques, which can help boost conversions and create long-lasting customer relationships. This also allows the web pages to adjust to the customers' browsing behaviors.
Flexible grids are a method of dividing a page into multiple columns and rows, which you then pop your content and user interface (UI) elements into.
Zachys: Brimmed With Variety
Zachys is a family-owned e-commerce store that sells wines and spirits. Their site highlights how flexible grids can be used to create a visually appealing and functional mobile site.
Its fluid layout with columns (see on the right) and different image sizes give an intuitive way to engage with the product offerings. Combined with the use of bold heading fonts and easy navigation, like side arrows, the layout offers a visually stimulating experience that entices users to explore more and convert.
Tip: To accomplish flexible grids, you can use percentages instead of fixed pixel widths when designing a page.
» Explore this helpful list of e-commerce merchandising strategies and best practices
Navigation and Menus
Clear and intuitive navigation helps create smart collections on your site, which can help boost conversions because users can explore your page effortlessly and intuitively. An effective path is what users will take to get to know your brand, browse through your inventory, and eventually make a purchase.
A common menu technique that works across different devices is the hamburger menu.
A hamburger menu is an interactive visual that consists of three horizontally stacked lines. It allows you to keep a full menu in a compact and expandable format so it's only visible when users click it.
Other beneficial tips include:
Using collapsible/expandable dropdown menus and sub-categoriesStylizing with fonts and colors to enforce hierarchiesKeeping the design simple and clean to minimize distractionsMaintaining consistent navigation and menus across all pages
Spiceology: Guided By Spice
Spiceology, a premium spices and herbs retailer, leverages its visual hierarchy from a navigation, typography, and graphics perspective. This can help them optimize customer experience and drive conversions.
The site maintains consistent navigation, with slight tweaks, like the hamburger menu (see image 1), for mobile. It uses expandable menus and sub-categories with pictures (see images 2 and 3), plus bold CTAs (see image 1) for easier navigation.
The white background and bold black text help users scan without clutter distracting them. Using varying expansion types and heading sizes enforces a desired conversion hierarchy. This refers to the expandable headings (see image 2) being the main product categories and the smaller headings highlighting other site features less aligned with higher sales and conversions.
Benefits of Responsive Web Design
This design strategy offers the following positives that can lead to higher engagement and conversions:
Improved user experience: Ensures a seamless user experience across all devices.Increased reach: Research shows about 76% of Americans make purchases only on mobile devices. Responsive web design enables your site to seamlessly reach users on various device types.Cost-effectiveness: Eliminates the need for separate mobile and desktop sites, which can help lower development and maintenance costs.Improved SEO: You can achieve better search engine rankings and visibility by providing a consistent user experience across devices.
» Find out why the e-commerce world is moving to no-code design
Fast Potential For Fast UX
Responsive web design can help you ensure your e-commerce site provides a seamless user experience across various device types. You can adopt multiple fundamentals of this design strategy based on your merchandising and business goals. Understanding user intent and prioritizing user behavior and preferences can contribute to better brand recognition, improved reach and engagement, and more conversions and sales.
MerchandisingE-commerce Homepage: 4 Best Practices for Promotions (+ Examples)Your e-commerce homepage is often the first thing your visitors see, so it's a crucial place to showcase promotions and make sure your merchandising is on point. After all, potentially 67% of your visitors can make unplanned purchases based on a promotion. To help you get started, consider these best practices with examples to convert visitors to your e-commerce homepage to customers.
1. Keep It Simple
Simplicity is key when it comes to your e-commerce homepage promotions. If your text and visuals are too busy or confusing, you'll lose the critical window of opportunity to capture and keep your customers' attention. This window is extremely short—just 3 seconds.
But when you have a clear, consistent, and concise message, you're able to drive your customers through the funnel quickly and more efficiently. They'll know exactly what the offer is and what they need to do next.
Amazon: No-Frills Promotions
Amazon's "Today's Deals" page does a great job of this. The page starts with categories of products, including a crisp photo with a white background to represent each category. This helps users to easily navigate to the types of products they're looking for.
This visual merchandising strategy continues down the page, with intuitive organization, clear photos, descriptive titles, and badges that show the percentage discount.
» Enhance your visual merchandising to create an engaging e-commerce experience
2. Highlight the Value Proposition
It's critical that right off the bat, your customers recognize why your promotion is worth their time and money. They must be encouraged to take action and convert. You can do this by being clear about the terms of your promotion. If it's a discount, state the percentage or dollar value clearly up-front. Don't make them fish around for the most relevant information.
Sephora: The Beauty of a Good Deal
Sephora's "Beauty Offers" section states the 50% off discount in a bright pink bar across the top of the page. This also includes how long the promotion is running, which further grabs the customers' attention and piques their interest. An additional merchandising technique is showing which of the discounted items are already sold out by using an "Out of Stock" instead of an "Add" button. This builds extra value for customers, creating the image that these items are so hot, they'll be gone soon if customers don't act fast.
» Ensure your promotions stand out and drive traffic with promotional tiles
3. Create A Sense Of Urgency
When your message instills a sense of urgency and limited supply, your customers are less likely to say "Maybe later..." and more likely to say "Gotta have it!". You can create urgency through "limited time offer" or "limited stock left" sections on your e-commerce homepage.
H&M: Not Fashionably Late
H&M chose to offer free shipping on orders for a limited time. This is communicated through a banner that runs across the top of the screen, claiming "Free shipping ends tonight!" To drive home the urgency of the offer further, H&M includes a countdown timer that shows how many hours are left until the promotion expires. This is a classic e-commerce strategy to alert shoppers that the good deals won't last.
Underneath this, another, brighter banner advertises the Winter Sale that gives access to deals up to 50% off. Combined, these two banners create a visual hierarchy that packs a powerful punch to create urgency and nudge shoppers to make a purchase they otherwise may not have.
» Implement these critical visual merchandising strategies to drive sales
4. Personalize Promotions
Personalization can help you stand out from the competition and build strong relationships with customers. It also assures customers that you "get them" and have an understanding of what they're looking for when they shop.
A study from Accenture showed that a whopping 91% of respondents said they're more likely to shop with brands that personalize the shopping experience and provide recommendations accordingly. This fact is no hard-kept secret. Customers are expecting personalization—and going elsewhere when brands aren't providing it.
Netflix: Personalize Your Watchlist
Netflix runs on one of the most successful and well-known personalization engines in the world. It churns out a never-ending list of suggestions based on titles you've already watched, as well as titles that are popular in certain regions and within certain categories. It keeps people locked in for hours of viewing.
In the e-commerce world, personalization can be found from global powerhouses like Amazon to mom-and-pop shops.
» Delve deeper into how personalization can help merchandising
Maximize Your E-commerce Success the Fast Way
Effective e-commerce homepage promotions can be a game-changer if you want to attract and retain customers. When executed well, they can paint a bright, vivid picture for your customers about the opportunities and deals they have access to. By implementing these merchandising strategies and best practices, you can deliver an incredible user experience, draw your customers in, lead them to exactly what they're looking for, and keep them coming back for more.
In today's highly competitive online marketplace, can your e-commerce business afford to ignore the power of effective promotions on your homepage?