Not too long ago, merchandising only meant displaying products in the window, color-coordinating different aisles, ensuring the sales team has adequate knowledge of the products – you get the drift.
But with eCommerce taking the world by storm, merchandising had to be reinvented. No longer do you have a physical store to display a sign in the window to attract a customer. While offline merchandising seems like a whole different ball game, there are many aspects of it that correlate to eCommerce. Taking some of the old and finding some new, we’ve listed out a few ways you could effectively use merchandising techniques to increase conversions for your business.
Pay attention to your home page display
While your customers may not necessarily land on your home page, the entrance to your business needs to make the best impression. Through data analysis, you can truly know your customer and what they would like. For example, if you’re selling antique furniture, you might want to keep your home page more delectable with a focus on “home”. But if you’re selling funky accessories, you might want to jazz up your page to make it vibrant and fun. Remember what is unappealing to one customer need not be unappealing to another. You need to understand who you’re catering to, for example, a camping equipment site would need peace and calm, but to sell sports shoes, you’d need to keep it young and energetic.
Your home page should display products that would interest your customers. Remember, customers no longer have the time or patience to navigate through a complicated site. Keep things simple, easy to find, and ensure you offer products relevant to them.
Use search results to your advantage
How you configure your site search can make a remarkable difference in your visitor’s experience. Tweaking your results page to display visuals rather than just a text list would give customers a better experience. Apart from that, it’s important to display relevant products in the search results.
Taking it a step further, offering similar products that might interest the customer in the same price range can drive up your conversion rate and your Average Order Value (AOV) as well. One way you can do this is by showing customers the top-selling products in the same category.
By using site search enhancement services like Tagalys to optimize your site search, you’ll see a boost in conversion rates.
In a physical store, as a retailer, you would arrange your products in a way that would not just be visually appealing, but would also enable the customer to sort through your collection easily. Products that you know don’t sell too well wouldn’t be upfront because you know it isn’t your best. New arrivals, best sellers and trending products would take the spotlight.
In eCommerce stores as well, sequencing plays a significant role in getting customers to buy. While smaller stores may be able to spend time in arranging products manually, if you have bigger stock or a large catalog, it would be next to impossible. You would need help to automatically sequence products based on different attributes.
For example, if a customer wants a white long sleeve shirt, your page should be able to display all products that have been tagged with these attributes. Learn about sequencing and the best ways to go about it before implementing it on your site.
When you’ve been a regular customer at a store, and the staff or owner recognizes you, it’s a feeling all customers enjoy. This is because – be it a restaurant or an apparel store – they know what you like, they know what you bought before, and they offer you discounts and special treatment. Just how do you replicate that in your online store with no support staff?
Ecommerce stores are able to do this by displaying products “Based on your past purchases.” A business should recognize the traits of different customers such as the price point at which a particular customer is purchasing products. What kind of products are they looking for? Are they putting quality over price or vice versa?
For example, an online grocery store would know the monthly grocery pattern of the shopper based on past purchases. Offering them an option to just buy things from their usual shopping list would enhance their experience as they wouldn’t have to spend time searching for these products every time.
This tactic can greatly increase your sales simply because you suggested products that go well with the one the customer is purchasing. Also known as cross-selling, you can prompt the customer to look at other products they might be interested in, or would need with the product they are purchasing.
For example, if a customer is buying a yoga mat, you can suggest fitness clothes, yoga bricks/blocks, an exercise ball, healthy food products – basically things that go with the other product and complement the lifestyle of the buyer.
Here is a recommended read about “5 Ways to Convert More Visitors into Customers Using Geomarketing”
Wrapping Up on Merchandising
Developing a strong foundation with merchandising enables you to strengthen the core driving force of your business. You can spend thousands on advertising and getting people to your site, but once there, you need to bring your A-game and deliver!
“Advertising moves people toward goods; merchandising moves goods toward people.” – Morris Hite.
Merchandising is all about presenting the right goods to the right people at the right price. When you get that right, you’ll flip the seesaw bringing your bounce rate down and pushing your conversion rate up.
Tagalys maximizes conversion rate & gives merchants visual control of products displayed in Site Search, Category Pages & Product Recommendations at their online store. To know more about our solutions and features, get in touch with us now.