Visual merchandising has traditionally been an important part of how brick-and-mortar stores have been able to attract people into a shop and influence them to buy products. The same can be said for online visual merchandising, as it’s a powerful psychological technique for getting consumers interested in your products and to keep them coming back to your website.
In this article we’ll cover several effective online visual merchandising tips for ecommerce brands.
Before we do that it’s worth highlighting the differences between online visual merchandising and traditional visual merchandising.
In-store visual merchandising vs online visual merchandising
The in-store model of visual merchandising involves creating striking physical focal points, such as colourful displays and detailed signage. From the moment a person walks into a store to the point they check out, visual merchandising strengthens brand identity and drives more sales.
Online visual merchandising has the same benefits, though it’s driven by guiding customers through the buying journey quickly. In-store visual merchandising focuses more on discovery and letting people take their time.
The online model provides the most relevant shopping experience possible with specific products and a seamless user journey. This ensures a consumer doesn’t move onto a new website and they complete a purchase.
Now we’ve explored the differences between in-store and online visual merchandising, here are some helpful tips to apply to an ecommerce store.
Attract a customer with a beautifully designed home page
Think of the home page as the window display to your ecommerce store. It’s usually the first part of the website a consumer sees, so it needs to grab their attention quickly and be a good showcase of your products and services.
Focus on using the space on the homepage wisely. This can be achieved by using high-quality banners that advertise your products or an interactive video that highlights your brand story.
You could also personalise the homepage to account for the preferences of multiple consumers, so their favourite products appear immediately.
Develop an easy-to-follow site structure
Another important part of successful online visual merchandising is to ensure consumers can find what they are looking for easily. This means you need to have a clear navigation structure for your website and there are a few ways to make it happen.
One method is to have a clearly defined product menu split into subcategories, so visitors have a clear route to the items they want. Be sure to constantly test the menu and reshuffle the structure based on how people are searching on your website to get them where they need to go with as few clicks as possible.
Search functionality also plays a vital part in site navigation, and it is common practice for consumers to use a search bar to look for goods. Make your built-in search engine easy to navigate through adding search filters for product specifications such as colour or brand.
Show the context of your products with strong visuals
In a physical shop, consumers are able to experience a product before deciding if they are going to buy it. This kind of tangible interaction is an obstacle that needs to be overcome online and you can solve it with great digital assets like images and videos.
To use imagery effectively, ensure product photos are high-quality and show an item from multiple angles with close up shots to showcase unique features. Videos should show a product in action, along with the challenges it can solve.
These assets need to be combined with detailed copy and product data to provide a complete overview and give a consumer all the information they need to make a confident purchase.
Utilise ecommerce merchandising tools
To develop a successful online visual merchandising strategy, arming yourself with specialised tools are sure to improve your results.
A powerful machine learning and AI platform, PureClarity is a great product merchandising tool. It enables you to personalise your website for individual customers and make specific product recommendations based on past search behaviour.
Another invaluable platform is Hotjar, which uses heatmapping technology to see how customers are interacting with your website, the products they are looking at, how far down they scroll on a page etc.
By using the insights gathered from Hotjar, you’ll be in a stronger position to optimise your website and create a stronger impact on your audience.
Transform your product merchandising efforts with PureClarity
Take your product merchandising strategy to the next level with PureClarity. From detailed customer segmentation to creating personalised pop-up banners, there are many benefits to harness.
To learn more, book a discovery call today.