Category: e-Commerce Product Listing pages


Product Sequencing – Arrange your online store aisles exactly the way you desire

Posted on June 19, 2019 by


In physical stores, the retailer always arranges the products in a way that is visually pleasing or in an order that he finds best to increase sales. The arrangement of products in an aisle at an online store is called product sequencing and is usually based on quantitative and qualitative store data.

(Products sequenced for display in a physical store)

Why sequence products in online retail?

Over 25% of visitors across most online stores drop off after every page. In order to reduce customer acquisition costs, retailers have to ensure that online visitors click through a product page within the first three page scrolls. Product sequencing gives merchants unlimited flexibility in showing the diversity of the product category across its attributes.

For Example, consider an online fashion store that has a category page for New Arrivals under $99. These new arrivals include different types of products such as dresses, shorts, tops, trousers, etc. Merchants expect to display all these types within the top three pages. This will help the visitors to easily discover the trending products within their choice.

(The category page aisle is sequenced using Tagalys by a unique product type one after other, namely dresses, shorts, tops & trousers)

Sequencing the products by different attributes such as colors, sizes, sleeve style, fabric, etc is also preferred by leading retailers to increase visitor engagement and conversion.

Challenges in Manual Sequencing

In online stores, retailers either do not have complete control over product sequencing or they spend more time to manually pick and position every product. This becomes nearly impossible for retailers who have a large catalog. Also, this becomes much more difficult in the case of small and medium-sized retailers who end up consuming all their productive time in sequencing.

Manual sequencing is also disadvantageous in the fact that it is static. The products introduced in the future will also be required to be positioned manually. Hence this requires constant monitoring and a dedicated resource to follow up on the changes which eventually increases the operation cost.

Sequencing by Tagalys

Tagalys has the ability to automatically arrange one or many products in sequences, based on tags or attributes. It involves less manual effort and the desired sequencing can be achieved within a few seconds. The pages sequenced by Tagalys are dynamic in nature. This means the products added in the future would also be sequenced automatically if it matches the sequencing condition. Here is a video that explains how Tagalys sequences the category page instantly.

 

At Tagalys, we are all about helping your team get the most out of Magento & Shopify. Do not let the platform command how you should arrange your store. Get Tagalys & get control on product merchandising across every category at your online store. To know more about our solutions and their features, get in touch with us now.

Posted in e-Commerce General e-Commerce Product Listing pages

How does Amazon get its Organic Traffic

Posted on March 22, 2019 by


Think of the last time you walked into a retail store, how exactly did you make your purchase? Let’s say you walk in with the intention of buying red shoes. All you would have done is look for signages to, or ask someone for, the section which has red shoes, take your pick, and then buy it. But, let’s say that you walk into the store but there isn’t anyone to point you in the right direction, nor are there signs which take you there. You may either get overwhelmed and leave the store right away, or you may spend an abnormally large amount of time looking for the product and buying it but coming out of the store with an extremely bad experience.

Organic Traffic in Amazon

Now, let’s compare this with the online shopping scenario. A first-time shopper is more than likely to search for a product on Google first, than going directly to an eCommerce website. Here, the google search is analogous to signage or store assistant in an actual retail store. So, if someone types the same red shoes on Google search, the first search result (apart from the Ads) will often be an Amazon listing page, which leads users to a page that has only red shoes, hence shortening the time to purchase. Let’s think of some other google searches that online shoppers might do

Light blue formal shirts
Buy JBL headphones
Black watches for kids
Powerbank for iPhone

Amazon will be among the top 3 search results for any such search results relevant to online shoppers.

Amazon has a monthly traffic via organic search of approximately 650 million. Regardless of the industry that an online retail store might be in, it is extremely challenging to compete against the might of Amazon. So, how does Amazon manage to rank itself on the top of Google search for almost every search query by online shoppers?

It’s the sheer amount of category or listing pages within Amazon

Yes, Amazon has category pages for any and every kind of long tail keywords on Google search. Whether it be Shoes, nike shoes, nike running shoes, men’s nike running shoes, or any keyword in similar terrain, amazon will have unique, search optimised listing pages for each of them. These listing pages are also dynamic, and content is constantly refreshed to keep the pages optimised for search.

So, how does Amazon create these many category pages for its website? And how does it identify what are the category pages that needs to be created? The easy answer is it lets its vast amounts of data and AI do the dirty work, and automates creation of listing pages. However, on digging deep, there are a few signals that they might be using to identify the category pages that needs to be created

  • Search patterns on Google that bring in search traffic into the Amazon website
  • Search queries on Amazon’s internal site search
  • User behavior in terms of the filters they use in their category pages
  • Cart abandonment data to understand product, brand, and / or price preferences of visitors

Theoretically, this would seem like a straightforward task of identifying gaps between search queries & existing pages, and then creating category pages for those. However, manually creating a category page on Magento or any other eCommerce platforms is a painstaking process, with each page taking a minimum of 30 – 60 minutes. Does automating the category page creation and generating hundreds of such pages, the Amazon way, within seconds sound exciting? Talk to us today to learn more.

Posted in e-Commerce General e-Commerce Product Listing pages e-Commerce Product Recommendations

SEO tips for Magento Commerce – Interview with Candere.com

Posted on February 15, 2019 by


Akshay Matkar is the Head of Digital Marketing at Candere.com, one of the leading online jewelry retailers in India & also part of the $1.5B Kalyan Jewelers group.

Candere is built on Magento Commerce, primarily because of the flexibility it offers in connecting the back end processes. Unlike Shopify, BigCommerce or other platforms, Magento was selected because it supports the complex supply chain or the back end of Candere, that cannot be supported by other platforms. Magento does not offer any advantages from an SEO function, hence Candere completely relies on the expertise of their SEO team and 3rd party tools, to drive organic traffic to their online store.

Akshay & team rely on the Google Search console as the Holy Grail of understanding the results of their SEO efforts. An interesting note is that the team is not only interested in the organic traffic to their store, but also the market share of the search keywords where candere.com is visible. Market share was an interesting metric because it is a trailing metric. This means that the higher the market share of keywords for which you are visible today, the higher the increase in organic traffic into your site tomorrow. This is Brand visibility & they want to be seen for anything relevant to their market. Visitors may not click on the page url in search results, but have registered the brand name, which also improves brand recall. In less than 3 years, Candere.com has increased the market share visibility from less than 5% to over 15%, that’s a whopping 300% increase in brand visibility, with the efforts of this team, led by Akshay. In the battle for eCommerce, Google continues to be the biggest winner. Online jewelers have to pay between $0.5 to $2 per click to bring a unique visitor to their store. With that in mind, Akshay & his team have been a significant impact to the bottom line of Candere, by scaling organic traffic. While this did not happen immediately, their efforts for the past 2 years, have exceeded in returns if you were to look at how much they would need to spend on Google to bring in this traffic via Ad Words.

While Candere has made significant expansion in their organic traffic, Akshay is modest to agree that he looks up to his competition as they are still the leaders in organic traffic for the vertical. He especially compliments them on their URL structure, interlinking of pages & site performance that have all contributed towards better SEO ranking of the domain and the pages.

SEO Requirements:

Akshay and team follow multiple strategies to improve organic traffic. A few keys areas are mentioned below

Fresh Content: The team continues to monitor the performance of all the listing pages and when they detect a downward trend, the team adds/edits content blocks on the pages to ensure the content is relevant to the relevancy of search queries.

Product Assortment: One of the challenges on platforms like Magento, is that the product sorting is static or sorted using a simple field like new, most sold, most viewed etc., Due to the nature of how visitors engage at on online store, the simple logic does not work across most pages. The lack of intelligent product sorting changes also leads crawlers to believe that there has been no change on the page. Akshay & team are in the midst of integrating technology that can help them automate this process at scale to contribute to page refresh & SEO ranking

Internal Linking: Akshay goes on record to say that if there are 100 parameters for SEO, internal linking is in the top 3. He feels this builds a hierarchy of the online store, to help a search engine better understand the structure of listing pages within an online store. For example, if an online store has over 1000 pages but each page is not linked to each other, this reduces the SEO juice that flows from the domain to the individual pages. While the IP behind how SEO scores are calculated will never be revealed, what Akshay says makes perfect sense. From an SEO standpoint, you can not treat each page with the same importance. Pages linked from the top navigation or another listing page should technically have more SEO juice that an individual page located only on the site map. Hence a page that is linked more across the online store, will attract more traffic, that contributes to the SEO score and that can attract organic traffic with better SERP rankings. Akshay added a word of caution that merchants need to balance the need for SEO vs. the expectations of the online visitor. He means while internal linking is more an SEO activity, it might confuse the visitor at your online store who could either be in the awareness, consideration or buying stage, by randomly clicking and being distracted in their journey.

Page Format: Merchants invest in SEO efforts across the home page, landing page, product listing pages and sometimes even product pages. From the breadth of experiments conducted by Akshay, he confirms that the product listing pages & the home page are what they invest their time for SEO optimization. Landing pages are not a great idea for SEO optimization but mainly used for other campaigns. Akshay did not spend time talking about product pages for SEO, but I am certain they follow the basics to check the boxes. Product pages are not a great source of organic traffic that converts.

SEO Content: If you have the right interlinking, page format, URL structure & product sorting, you would still NOT get a single organic visitor without the right meta content on the page. Adding content is time-consuming because if you add too much content and “Stuff” keywords, you might get initial visibility but as your bounce rates increase, your page ranking will decrease. Hence it is important to create unique listing pages with unique content. When Akshay originally mentioned about increasing their market share 3X, it has to also do with the time invested in creating unique pages to attract 3X more traffic across thousands of new search queries that address the exact segment served by Candere. While some merchants may not consider the products as content on the page, Akshay feels that there needs to be minimum content or 16 products on a page, before they invest time to optimize it for SEO. If you are not familiar with “thin content” here is a beginners guide to thin content

HTTP status codes: 301, 302, 202 etc., These signals are used by Search engines to ensure the crawler is efficient. It would be impossible for any search engine to crawl the internet without checks & balances in place. HTTP status codes is a very important part of making sure the crawlers are efficient in the requirement to gather data from the internet. The team at Candere fanatically ensures HTTP status codes are in place. They have internally built tools to manage 301 redirects because for an SEO team, URL changes are constant and they required an efficient way to manage them.

Google analytics: The team at Candere looks at GA as a source of data for Google, before considering it as a reporting tool. This belief pushed the team to invest time in the early part of 2017, making changes to ensure the data was captured correctly in their GA. This also led to the 3X increase in market share and a correlated increase in traffic. If you have incorrectly configured your GA, tracking partial or inaccurate metrics, Google would get that as input data in and consider those data points in their SEO scores for your domain & individual pages.

Tools for SEO:

Search engine optimization os part science, part math. While you can try & improve the ranking of existing pages, what about the pages that you are not ranked but your competitor is? Candere uses tools like SEO Profiler & Ahrefs to benchmark competitors and close the gaps. Ahrefs is used mainly for link analysis, which Akshay passionately shared earlier in the section of SEO requirements. SEO Profiler is used to continuously analyze the market, competition & Candere, to find errors, opportunities & gaps, in their existing SEO strategy.

He cautions to say that these tools are not silver bullets in SEO. Merchants should start with the basic package form such tools to check the basic SEO requirements in place first – URL structures, Page formats, HTTP Status codes, GA implementation & Content strategy. Once this is in place and the store is seeing a growth in traffic & engagement (low bounce, higher CTRs), only then should they invest in complete packages from these tools to put fuel into their SEO rocketship.

We close the conversation talking about AMP sites. While Akshay has observed a push from Google to migrate towards AMP sites, he has recognized that none of the major online retailers use AMP. While AMP makes your mobile store significantly faster in load times, it is done at the expense of removing all external plugins like chat, search, recommendations, popups et., that help drive user experience. While AMP may be helpful to online stores that are custom built and have everything else built in-house, it will hamper conversion rate of the merchant using platforms like Magento, Shopify etc., that rely on 3rd party tools to improve their online shopping experience. While Akshay does not reveal specifics, he says they are investing to improve the mobile shopping experience of their visitors as that is where over 80% are today

SEO Strategy:

Using the above-mentioned tools, the team has created a master keyword list and have marked the search keywords wrt search volume, competition. The simple 2 X 2 matrix, helped them identify the low hanging fruit which they went after and acquired. As the market has matured, where most high volume, high competition keywords are addressed, they are moving across the matrix to address medium volume (short tail) & low volume (long tail) keywords. His experience long tail allows him to confidently say that the conversion rate for long tail keywords is 2X more than short tail keywords.

We closed the conversation, with Akshay sharing SEO conspiracy theories that involved some known entities. Ironically, I have felt the same & also heard the same from a few other merchants. More on that another day, when we both are no longer in our current roles, but for now. Its thank you.

About Tagalys: Tagalys helps SMB Mid Market online retailers using Magento & Shopify with high conversion category/product listing pages & Site Search.

About Candere: Candere by Kalyan Jewellers, is an initiative to make fine jewellery more affordable and accessible to you than it ever was. Candere’s philosophy is to offer customers extraordinary value on the largest inventory of fine jewellery and certified diamonds with the comfort, convenience and security of online shopping. It’s a world-class shopping experience from the convenience of your own home.

Posted in e-Commerce General e-Commerce Product Listing pages

Best Practices for Search & Category Page Filters

Posted on August 13, 2018 by


The sooner your visitor lands on a product page, the faster they are likely to become your customer. Almost 90% of your visitors (who have not bounced) are likely to visit a search or product listing page at your online store. Almost 60% of online visitors are engaging mobile first which limits the number of products displayed per page. Search & Listing page filters are the fastest way for online visitors to drill down and find that product to start their engagement journey at your online store. And while you might already have filters today, this post is to make sure you have considered some the best practices that allow you to maximize conversion

Identify the right filters

Search filters

 

Recently we had a quarterly business review with a leading fashion retailer who is also a customer of Tagalys. While the retailer had 7 filters displayed on their search and listing pages, these filters were not the most relevant filters to the end visitor. Irrelevant filters will increase the bounce rate of your search or listing pages. If yours was a physical store, what are the questions a visitor will ask your store associate about a product before purchase? E.g., Do you have a dress on sale for less than $199 without sleeves and a V-Neck preferably in black or white? So if this was an online store, you need to have the product type, price, discount, sleeve type, neck type and color as must have filters on search or listing pages for the product type of dresses.

Prioritize the filters

Prioritize filters

Now that you have identified the top X filters that your visitors deem important, make sure you display them in the right order. For example, if your selling dresses, almost every visitor will only want to see products that match their size. So you want to ensure your visitors choose a size before they continue.  What would be the most common order of filters that visitors would drill down to find products? Do not overwhelm your visitors with everything, but display what is most important and dynamically open up other filters as your visitors drill down.

Ensure dynamic user experience

One of the worst experiences is clicking on a filter to find no products. Make sure the search results & the tags within each filter are updated as soon as you make a selection. Only display tags that have more than a product tied to it and hide or deactivate other tags from being clickable if they have no products upon the previous selection.

User Interface for your filters

Amazon search filters

We have seen our customers populating the filters on the left or on top of the listing pages. While we are not opposed to either, we are probably a bit biased to displaying the filters left of the results, because it gives you more surface area to play around with how you can show the tags within the filters. If you display the filters on top of the results, you are limited by the screen width to display the filters and it will run to more than 1 row making the experience a bit cluttered if you have many tags within the filter.

Track Filter interaction

All of the above is subjective to your vertical and the audience you are serving. It is imperative to track how your visitors interact with the filters to keep fine-tuning the filters.  This can be done using tools like Mix Panel or requesting the same from Tagalys, where we will display reports showing how visitors have interacted with each of the filters displayed in the Tagalys search or Listing pages.

Learn more or schedule a 1:1 demo with us at your convenience. What are you waiting for? See our product demo here.

Posted in e-Commerce General e-Commerce Product Listing pages eCommerce Site Search

Merchandising – What does it mean to your online store?

Posted on August 8, 2018 by


store merchandising

According to experts and other blogs, Merchandising is everything you do to promote and sell your products once the potential customer is in your store. A sale starts with the giving the visitor a great first impression, which means retailers always trigger a visual experience for every visitor the moment they walk into the store. This brief post is to help you understand that online merchandising has equivalents and you can use these strategies at your online store to improve the visual experience you offer your visitors. Merchandising is the part of the holy grail of traditional retail and includes

  • Window and in-store displays
  • Grouping related products together
  • Shelf signage
  • In-store ads featuring the merchandise
  • Samples and giveaways
  • In-store demonstrations
  • Well-stocked shelves
  • Spotlighting promotional items
  • Shelf Design

Each of these items can be translated into the online world and must be given importance to grab the attention of your visitors. Remember, it is harder to keep your visitors engaged online and easier to lose them in just the click of a button. Traditional retail is easier as walking out of the store if a physical effort and the farther you have walked into the store, the more time you need to spend to get out of the store.

  • Window and in-store displays = Homepage banners
  • Grouping related products together = Product Recommendations
  • Shelf signage = UIUX of Listing pages
  • In-store ads featuring the merchandise – Sponsored products
  • Samples and giveaways = Coupons & Discounts
  • In-store demonstrations = Multiple product images or videos
  • Well-stocked shelves = Intelligently stocked Listing pages
  • Spotlighting promotional items = Labels on Thumbnails (e.g., New, Next day delivery, Discount etc.,)
  • Shelf Design = Listing page layout, Design, Facets & Sort options

What merchandising strategy do you apply at your online store today? At Tagalys, we only help with a few of these merchandising requirements, especially those Like Search, Listing Pages & Recommendations that analyzes store data to predict what are the best products to be displayed in those channels.

Posted in e-Commerce General e-Commerce Product Listing pages e-Commerce Product Recommendations eCommerce Site Search

Must have UI elements before online merchandising works in e-Commerce

Posted on July 25, 2018 by


First impressions are the best impressions. Before you invest in a merchandising engine for your online store, you must have basic UI elements in place. You will not buy a car with a fabulous engine but looks ugly or has poor design elements. The same applies to visitors are your online store, who need to be guided to find a product of interest. While a merchandising engine can help predict or influence what products are displayed in search or other listing pages, the user interface of the listing pages has to be designed keeping your visitor & online category in mind.

The basic UI elements of any listing page are the filters, sort options, and product thumbnails. Within each of these, a retailer needs to think through many factors to influence how your visitors will react when they are on that page.

Page Filters or Facets:

  • Selection: The products in your online store might be assigned to multiple attributes and it is imperative to note that not all attributes are relevant to your customer. Display only the filters that are relevant to your customer and not to your business.
  • Order: We live in a mobile-first world, hence 70% of your visitors are likely to come to your store via a mobile phone. The mobile real estate is limited and they are likely to see the top 5 filters when they open. What are the top 5 filters that you should display at your store? Not every facet is equal, if you are in the luxury business, maybe discount does not matter to your audience. What would be the top 5 questions your visitors ask you if this were in a physical store?
  • Position: Having worked with over 50 online retailers it was interesting to note that around 15% of them actually have their facets placed horizontally on top of a listing page. But most have the facets on the left of the product listing. One retailer had a combination where they had standard facets on the left and facets like offers, coupons and discount percentage on top. Something to think about.
  • Visibility: Within each facet, you might have more than 10 tags. Limit tags displayed within each facet to 10 and make sure the top 10 tags are sorted by the tags that are assigned to the most products. If there are more than 10 tags, they should be collapsed, pop-up on demand or have a search bar within the facet.
  • Anchoring: Facets are a quick way to find products within a listing page. It is recommended to anchor your facets to the page, such that they do not scroll on top. Make life easy and obvious.

Sort Options

  • Selection: Display sort options that are most likely to be used by your visitor. It is a poor experience for your visitor when they find so many irrelevant sort options like sort by name, brand, location. The most relevant sort options are the ones that are tied to numeric fields like price, date, discount. We discourage sort options tied to text fields.
  • Display: Make life simple for your visitors and provide the ascending and descending sort options within the drop down. We have noticed sites where the sort option contains the field to be sorted and the visitor is expected to click outside the sort option, to change the order to ascending or descending.
  • Location: The most obvious location to anchor your sort options is right above the product listing on the left. That is the most commonly used location, so do not try to reinvent the wheel.

Product Thumbnails

  • Size: Your visitors do not have time, but how many product thumbnails do you show per screen? This is directly tied to the size of the thumbnail image. Too large, you show better clarity, but that requires the visitor to scroll more to see more products. Larger images can also marginally impact the load times of the pages, as the size of the image is slightly more. Too small an image and your visitors might get lost in the clutter.
  • Information: Assuming you have determined the ideal image size, basic elements like name, price, sale price must be determined on the product. Additional information like brand, SKU etc., should only be displayed if you think it can increase your CTR to the product view.
  • Elements: Additional product tags in the form of labels can also be displayed if that can increase CTR to product views. Some examples of labels are New, Ready to Ship, Next Day Delivery, Offers, Sizes & Color Swatches.

The objective of a listing page is to get the visitor to get to a product page as quickly as possible. The metric you should be tracking is Click Thorugh Rate (CTR) from listing page to product details page. What is the CTR of your listing page?

Let us know if you would like us to audit your site, you can schedule a call with us using this link. You could also signup to start your 14-day free trial now

Posted in e-Commerce General e-Commerce Product Listing pages eCommerce Site Search

Benefits of Online Merchandising for e-Commerce

Posted on July 17, 2018 by


Benefits of Online Merchandising for e-Commerce

As retail is advancing by leaps and bounds, merchandising is now more important than ever and this more critical in online retail, cause your visitors can leave your store for another in a click.  As per Wikipedia, Merchandising is any practice which contributes to the sale of products to a retail consumer.  It refers to the variety of products available for sale and the display of those products in such a way that it stimulates interest and entices customers to make a purchase.

This includes strategies like 1) discounting 2) physical presentation of products (UIUX), and 3) the decisions about which products should be presented to which customers at what time. Tagalys helps online retailers with the 3rd point using online store data to dynamically determine sort orders in Search & Listing pages.

So what are the key benefits of determining which products should be presented to which customers

Increase top of the funnel engagement

Retailers spend aggressively on SEM, Social Media, and other sources to increase online traffic to their store. The objective is to increase the top of the funnel, but these visitors are not necessarily engaged. Without engagement, visitors are more likely to leave in an instant, increase your cost of customer acquisition and reducing profitability. To get the engaged, it all starts with allowing them to find something of interest fast and viewing the product. This is the beginning of nurturing your online visitor towards the end sale. Increasing product views is the most important goal of online merchandising and is done by placing the right products in the right positions at your site e.g., Search & Listing Pages. This improves the click through from impressions on your page to the product view, increasing the probability of end conversions.  

Increase Visitor Retention

You might have read in several blogs how online stores have less than 30 seconds to grab a visitors attention. You are competing with other retailers and every other mobile app, that wants the time of your consumers. Chances are your visitors might not buy something during the first visit, hence they are unlikely to return without being engaged the first time. Data-driven merchandising helps increase the number of products views per visitor. Each additional product viewed by visitors gets them more committed to your online store increasing the probability they will return. Let’s face it, with digital information overload, even remembering what you did 24 hours back is hard, hence unless you have grabbed the attention of your visitor, they are unlikely to return to their journey at your store. Online shopping is convenient, but retails are conveniently forgotten if you have not grabbed the mindshare of your visitors.

Increase Store Conversions

Online merchandising is not done to only improve visitor experience, its performed so the end of the day it increases your sale. The effort is minimal when you use a data-driven automated solution like Tagalys and can become inefficient & unproductive if done manually. Your online store could be an extension of your offline version. Akin to the sales folks, who showcase your products to your prospects, Online merchandising could help automate the sales processes in your e-commerce store and enhance your ROI based on data. With analytics, you can instantly understand your shopper’s patterns and show them what they want. Unlike the offline world, where you have to rely on a human, if you analyze and predict using your store’s data, it will improve the probability of increasing your store conversion. 

Increasing engagement top of the funnel, leads to a similar improvement at the bottom of the funnel, even if you have no change at the bottom of the funnel. And unlike improving the bottom of the funnel metrics like “Abandoned cart”, which involves multiple touchpoints off-site, merchandising improves engagement on your site, when the visitor is presentn and when you have the best shot at making that impression. Because first impressions are the best impressions

 Visitors Product Views Add to Carts Buy
 Without Merchandising  25000 45%  11250 25%  2813  4% 113
 Without Merchandising  25000 50% 12500 25% 3125 4% 125
Improvements 11% 11% 11%


Learn more or schedule a 
1:1 demo with us at your convenience. What are you waiting for? See our product demo here.

 

Posted in e-Commerce Product Listing pages eCommerce Site Search

Retail Merchandising Requirements – Product Curation

Posted on July 2, 2018 by


Merchandising is the practice which contributes to the sale of products to a retail consumer. It refers to the having a variety of products available and the display of those products in such a way that it stimulates interest and entices customers to make a purchase. The keyword here is Stimulates interest and this applies to online shopping. While Merchandising spans a variety of activities, we will talk about a few key activities in a series of posts. This one is about Product Curation.

Product Curation: Why is it required?

As an online merchandiser, you will need to rely on a data engine to decide how to display the hundreds of products in each aisle or category page in your online store. While a data engine will be applicable over 70% of the time, many a time, you have insights into products that your online store might not. Hence be being able to promote, curate or move those products to the top of the page is a way stimulates interest

Product Curation: When should we do it?

Your online store is marketing on many channels; social media, blogs, advertising etc., and you are observing how visitors are interacting with your brand. Lets say on Instagram, a particular product has garnered more interest that it has at your online store, because a celebrity wore something similar, this is a reason why you will want to promote that product across pages, so when the same visitors come back to your online store, it stimulates interest and that can influence sales. The data in these external channels is forward-looking and needs to be complemented inside your online store.

Product Curation: How do we do it?

The easiest way to curate is to find that individual product that gathered external interest and promote on the home page. Easy, but not effective. Experts do a few activities once they see an external trend and want to push that to their online store. They start by identifying the products that gathered external interest. And find out what are the attributes on that product to know what else can be promoted. To find these products, you could again use the search API or the similar product recommendations API from Tagalys. Identify the best channels to promote these products when the visitors arrive at your online store – Homepage, Category Pages, Search and ensure to promote all products that match these attributes. At Tagalys we provide curation capabilities across all our tools like Search & Category pages that makes this task visual, instant &; data-driven.

Connect with us on Twitter or LinkedIn; let us know how you carry these tasks today. If you want to try Tagalys for a free trial, you can signup here

Posted in e-Commerce Product Listing pages

Visual Merchandising in e-Commerce

Posted on July 2, 2018 by


Visual Merchandising is the practice that drives sales by enticing visitors, increasing retention and making them your customers. The practice has long existed in physical retail with products placed in the right locations & stores to visually appeal to the visitors of the region intrigue their interest and make them customers. This includes adding displays, decorations, signs, and layout of space. The overall purpose of visual merchandising is to get customers to come into the store and spend money. Visual Merchandising is becoming more important in online retail, especially with the rose of mobile first commerce.

Why do you need Visual merchandising in ecommerce?

Online retail is hard. It is like having a physical store, but with your hands almost tied. Over 70% of the visitors visit online retail stores via mobile devices. They are on the move and do not have time. As a retailer you are not only competing with other retailers, you are competing with Facebook, Instagram, Netflix and every mobile application who wants a piece of your time to increase their engagement metrics. So how do your visitors interested in your online store and not leave at the ping of a notification? Visual Merchandising is practiced by all leading online retailers, to ensure that products displayed across their home, category & search results pages are geared towards acquiring visitor interest as soon as possible. In order to fix your ecommerce conversion rate, you first need to have more visitors view products of interest to them. If that number increases, even if you have the same ecommerce conversion rate, you are likely to make more revenue, by virtue of more visitors converting to the customer.

Common activities between online & offline Merchandising

Product Positioning:

Offline: A merchandiser uses data to send the products to the right stores, to ensure it appeals to the audience of that location.

Online: While you have only one store, you have visitors from multiple locations visiting the same online site. There are three ways you would get positioning right

StoreWide Trending: Analyze data across the entire online store to assign a trending score for each product at the store. This ensures no matter which part of the store you visit, this trending sort order of products is applied and is likely to increase engagement with visitors at your store. 

Location Wide Trending: Analyze data across the entire store by Top locations to assign a trending score for each product at the store by location. This ensures when visitors arrive from various locations, the trending sort order of products of that location is applied and is likely to increase engagement with visitors at your store at that location.

Visitor Specific (Personalization): Analyze data across the entire store by the visitor to assign a trending score for each product type for that visitor at the store. This ensures when that specific visitor arrives at the store and views that product type, products for that type (e.g., tees) is applied for the visitor.

Decorations & Display:

Offline – Offers, events, promotions can change by location. To communicate this to visitors at the store, you might have noticed standees, pamphlets etc., displayed to visitors to attract walk-ins

Online: Page banners and popups are used to communicate the same information to visitors when they visit the online store.

Layout:

Offline: Physical location has its constraints and stores have to be designed to ensure seamless movement of traffic within the store, while also ensuring communication and sparking visitor interest to view products is carried out.

Online: Your store can be accessed via a mobile device or a desktop. This may sound simple, but it’s difficult, as the same stores are accessed by visitors across locations, demographics & interest levels. Hence using 3rd party tools to analyze the heatmaps, movement and click-throughs need to be constantly used to continuing to ensure any in-store communication and sparking visitor interest to view products is carried out.

There may be a few more common activities, but strategically these are the top 3 challenges or requirements of a merchandiser – online & offline.

Visual Merchandising objectives:

The overall purpose of visual merchandising is to get customers to come into the store and convert them to customers. This journey starts with the visitor viewing products of interest, and that is the number 1 goal for merchandiser. In the online world, this would translate to reducing the bounce rate, increasing the number of product views per visitor & percentage of products viewed for the impressions by the visitor.

What are your goals as a visual merchandiser?  

Learn more or schedule a 1:1 demo with us at your convenience. What are you waiting for? Start your 14-day free trial immediately.

 

Posted in e-Commerce Personalization e-Commerce Product Listing pages eCommerce Site Search

Magento Category Pages: Must have UI elements to improve engagement

Posted on May 7, 2018 by


Category pages are used to display products available at the online store or in digital marketing campaigns. To ensure maximum engagement and conversion, retailers need to display the right UI elements for the page to perform well. What are the must-have UI elements for Product Listing and Category Pages?

Page Heading & Title

While it may be obvious to you the retailer, it is not always clear to the online visitors what the listing page is about. Clearly displaying the page title and heading is critical for visitors and search engines to know upfront what the page is about.

page title

Filters or Facets

Every product listing or category page has a variety of products that contain different attributes & tags. Online visitors are used to applying filters to quickly find products that meet their intent. For this, having an expanded filter and facets on the left side of the listing page is the ideal user experience expected by online visitors. Sometimes retailers show filters on top of the page, which is not the ideal location.

filters

Product Details on  Thumbnails

While images are great, details are better. As an online visitor at your store, they expect minimum critical information of the product that is displayed on the page. While what is critical will vary from store to store, based on some of your core value propositions offered to your customers, some details are must-haves required across all stores. The product name, price & discounted price are always displayed upfront across every mature online retailer. In addition to these details they may add, details like shopping, colors, ratings etc.,

product details

Product Thumbnails per Row

As a retailer, you want to display the best image that clearly showcases details of the product. Hence a large image is selected, but that will limit the number of thumbnails displayed to less than 3 per row. The idea of the listing page is to create interest to improve CTR to the product detail page. This is where you get to display all details with options to zoom into the image.

The resulting impact of reducing the thumbnails per row is that the visitor has to scroll more pages to see all products displayed on the page. This increased the bounce rate as page scrolls per visitor increases. The leading retailers show between 3 to 5 thumbnails per row.

product thumbnails per row

Page Sort Options

You need to have the basic sort options of price and date. Everything else is optional and should be tested with your audience to verify if it improves the click-through rate from the listing page to the product page. Some other sort options used are rating, introduction date,

page sort options

 

Share your comments if we have not covered any other important aspect that you have seen make a significant impact on your product listing or category pages. We follow all the above in the product listing pages powered by Tagalys. You can create simple automated new arrivals or sale pages in seconds and complex pages as seen on our demo site

Watch our demo site to learn more or schedule a 1:1 demo with us at your convenience. What are you waiting for? Start your 28-day free trial immediately.

Posted in e-Commerce General e-Commerce Product Listing pages