At physical sales outlets, nothing is left to chance when it comes to the way products are displayed in the aisles. The position or number of facings of a product on a shelf will strongly influence how it sells. The same applies to websites. There are specific techniques for highlighting your products and making them easy for your customers to access. This is called e-merchandising.
There are many advantages: increase the conversion rate on your site, the value and volume of the average consumer spend and increase your turnover. Attract new customers and built loyalty!
1. Take the customer’s behaviour into account
When a web user is looking at their screen, they look first at the areas in the top left and right-hand corners. So you should place your most profitable, high profile products and new items there to reap the benefits of this exceptional visibility.
2. A clear and visible tree structure
E-traders have to carefully choose the titles of their categories and sub-categories to make them clear for customers to see. Make sure you don’t create too many categories; there is a risk that the visitor won’t know where to go to find their product. Roll-over is a technique for making a text or picture appear when you mouse over a specific area. This technique enables the buyer to access the products they want more quickly. There are also modules for displaying very detailed menus for your site. There are so many tips you can use!
3. Pages to prioritise: the home page and category pages
Certain website pages must be used to promote your products as they attract more attention from web users. These are your home page and category and sub-category home pages. Put your special offers there as well as your new items. Also remember to add photos and hook lines to encourage visitors to look at your offers.
4. A dynamic look to attract your customers’attention
The home page is your site’s key selling tool, and must present your offer as a whole and above all encourage the visitor to take a look. For example you can use a slideshow presenting your flagship products. The slides moving past attract visitors’ attention and encourage them to take an interest in your offers.
5. Strong visual reference points
The icons giving access to the basket, customer account and order tracking must be visible and are generally grouped together in the top part of the screen. The pictograms make your buying tools even more visible, along with the hooks prompting visitors to take action, such as “add to basket”. Finally, add a search bar to your site so the visitor can find what they are looking for more quickly..
6. Set up cross-selling campaigns
Apply cross-selling to your site, as described in a previous newsletter (http://newsletter.prestashop.com/newsletters/094/newsmail_en.html). This technique is designed to highlight items which are usually less visible to visitors, add appropriate items to orders and thus increase sales.
Take action by following all these tips and you’ll soon see a difference!