Ecommerce merchandising is the art of the way you display your company’s products or offers on to your website with the goal of increasing sales. Here are our top considerations and recommendations for on-site ecommerce merchandising your products:
1. Have an appealing home page.
It’s the first thing your customers will see about your ecommerce store.Right off the bat you want your customers to know what it is you are selling—even if they already know. Our recommendation is to merchandise your products and feature your current best offers on the landing page. Keeping your home page bold, clear, and simple will be the key to an appealing home page. It should let your site visitors know exactly what you are selling and informs them of the offers that are currently going on at the time. Sliding images, fun colors, animations, and differentiating factors that set you apart from your competition are all a big plus.
2. Product detail pages.
If you would like to see a full blog post specifically talking about the specifics and more in-depth recommendations for product detail pages, you’re in luck—click here.
Product detail pages are huge because every ecommerce retailer has it, but it’s up to you to appeal to the customer when they are browsing through your store. I recommend to display banners at the top of your page for deals you want your customers to know about (like “FREE shipping”), and deals that will further entice them to make a purchase.
Up-selling and cross-selling is also something to consider on your site to sell more product. Up-selling will guide a customer towards a similar product but a higher price point, and cross-selling guides a customer toward items that are complementary to the product that they are viewing. These should be done with headings like “Customers who bought X, also bought this”, “Frequently bought together”, and “Shop this look”.
Another suggestion is to be very selective with the images you choose to put on your site and to make sure the pictures are the best and highest quality. Product videos are another big thing that can set you apart from the competition, customers love seeing live footage of how a product is used, worn, and for more general information about the product that might be too long to put up on the details page.
3. Guide your customer to their desired product.
In most cases, when a customer visits your site they are usually on it for a specific reason or have a product in mind. Usually, they are looking for something and your job is to make it as easy as possible for them to find it. There are many ways that you can make this possible on your site, and here are some ways to implement this:
- On-Site Search Bar
- Allow your customers to easily navigate your site and find what they are looking for in seconds for a faster online purchase.
- Product Recommendations
- Offer alternative products from the same category to the customers at the bottom of your product page. Product recommendations can encourage customers to add items to their cart that they might not have considered if it wasn’t recommended.
- Recently Looked At
- This serves as a refresher to the customers, it may jog their memory of something they had previously looked, forgot about, and intended on going back to. (I do this all the time).
- Filters on Category Pages
- Give your customers the power to personalize and narrow down their search, this will increase the chances that they will find what they’re looking for and make a purchase.
- Ratings and reviews
- If you want read a more in-depth blog post about why exactly adding reviews to your ecommerce store are necessary and how ratings and reviews benefit you—again, you’re in luck, click here.
- Reviews are one of the most important factors of your entire site. It tells your customers what other people liked and didn’t like about a product, it helps them decide if they want to continue with a purchase or they might come across an item that has fantastic reviews that they might not have considered before.
4. Personalize the customers experience.
Adding a personalized message when a regular customer visits your website is a great way to make them feel welcome and develop more of a relationship with you. Adding more and more personalized touches on to the website like, “Our Picks for You” displayed on the home page for each customer will make the whole user experience more enjoyable. Keep track of your customers viewing and purchasing history, and use this information to add in “past purchases”, “recently viewed”, “products we picked for you” in to the mix.
5. Keep consistency throughout the site.
Stick to a common theme throughout the pages of your website. Keeping up with consistency is important, and not hard to carry out—in fact, in most cases it will save you time in the overall development of your website. Consistency in colors and images will also reinforce your brand identity, which will allow customers to easily recognize your brand. A consistent website will have common elements in the same place on every page, which means your customers will spend more time engaging with your products and content rather than trying to figure out how to use the site. Inconsistency will slow the visitors down, which can ultimately lead to a missed opportunity or lost sale.