Visual merchandising is an especially important aspect of store presentation and boosting sales. Although very common in classic brick and mortar stores, not a lot of people consider it for their online shops. By taking advantage of common tricks of the trade and applying them online, e-commerce stores can boost their sales by up to 50%. Read more about e-commerce visual merchandising below.
The homepage is the storefront and should set the tone to the rest of the site. A clean modern design is generally what is expected of sites these days because they look professional and give a sense of quality products. Since your e-commerce site is fighting to get a customer’s attention from the millions of other sites out there, it pays to take some time to get the look right.
Give customers a clear idea of what the site is about the types of products that are on offer. Make the brand stand out enough so that customers can remember you after just a glance. There are thousands of different homepage design ideas out there and choosing the right one for your brand is important, so make sure to play around with different looks until you find the one that shines.
A clean user-friendly design is very important to keep customers on your site. E-commerce shops that look complicated and make the customer spend a fair amount of time trying to figure things out will get a much higher bounce rate than simple layouts that anyone can navigate.
When looking at site designs, try to navigate through it as a new customer would. Consider how quickly products can be located, how fast menus options are seen, and how easy it is to get from one point to another. These days, no one wants to fuss with difficult sites that look like an eyesore. There are plenty of other sites out there that could probably provide the same items as you, so don’t lose out to the competition with a poorly designed site.
Product Photos and Videos
E-commerce visual merchandising is all about showing off the products in the most attractive way possible. Since customers are unable to physically see and touch products, they have to be visually striking to get their attention and convert that into a sale.
Present products with quality photography and videos. Show off the products in the most professional way possible with sharp, well-lit photos that look incredible online. For every product style, make sure to clearly show all of the angles and design details so that customers can easily picture the item in their heads. Provide detailed descriptions, add items in the photo for scale, or place several complementary items together to give customers a clear vision of how the products could be used.
Videos are a very popular visual tool that all of the top brands use to help boost their sales. Show the item from different angles, have someone demonstrate how to use/wear/present the products. This will give customers a clear idea of how big the product is, how it can be used, or how it would look on the body (especially clothing and accessories).
Help Customers Find and Buy Products
Since e-commerce shops don’t have staff to help customers on their shopping journey, make sure to give them support if they happen to need it. Have online chat support available or some kind of customer service that will be able to help them within a reasonable timeframe. When shopping in a physical store, customers generally have a few minutes of patience before they choose to ditch their sales from lack of help, and online is no different. Try to give customers immediate help to help convert sales and keep loyal customers who will most likely be repeat buyers.
Streamline the Process
Giving customers fast service is one thing, but a streamlined process from start to finish is what is absolutely needed in e-commerce these days. To minimize the bounce rate and increase sales, a site has to be easy to navigate, selecting products should be quick, and the checkout process should never take more than a few minutes.
A long convoluted process just to purchase an item will often end in customers leaving their cart and moving on to another site. Keep the process as quick and easy as possible, get basic information, have them sign up to your newsletter or membership, and make the checkout process quick.
Finally, don’t forget to show the customer some last-minute impulse purchases that they have to buy. Everyone loves a bargain, which is why popular products that are very reasonably priced are generally too good to pass up. To sum up, e-commerce visual merchandising is more than just making it look pretty, function is just as important.