Getting started with effective digital merchandising is possible by integrating key elements into your strategy. Here are some key elements to consider:
High-quality product images and videos
Using clear, high-resolution images and videos of products is essential when it comes to successful online visual merchandising. The product page design you choose to use for your products can also play a role in engagement and sales.
Detailed product descriptions
When creating product descriptions, be sure to write in a voice that is friendly and appealing to entice customers. Include product specifications, features, and benefits in a succinct and direct way. Describe what sets your product apart from the competition or what makes it unique.
Customer reviews and ratings
Incorporate customer reviews, testimonials, and ratings into your product pages. This will help customers to learn more about an item before making an informed decision.
Personalized recommendations
With the use of collected customer data, personalize the shopping experience of your visitors. Suggest recommended products based on previously viewed products, past purchases, and even items in a visitor's current shopping cart.
Easy navigation
Ensuring your website visitors can easily access and navigate your website is essential. Your navigation menu should be informative, direct, and simple to manage, for both desktop and mobile users.
User-friendly interface
A user-friendly interface matters. This is extremely important for both desktop and smartphone users. Incorporate a user-friendly layout that is responsive and one that loads without issue regardless of a user's browser or device.
Effective search and filter options
With any e-commerce merchandising strategy, implementing an effective search feature with advanced filter options is highly recommended. Allowing visitors the ability to search for products by name or by specific keywords, price ranges, or brands can drastically increase the number of sales your store receives.
Offering regular promotions and discounts can also encourage sales. Creating a newsletter for your e-commerce store provides an opportunity to launch an exclusive discount program.
Clear pricing and shipping info
Define pricing and shipping information upfront for your e-commerce store. Unexpected costs from fees and shipping are one of the most common reasons for shopping cart abandonment.
Stock availability
Keep customers informed of the stock you have available. When a product has low stock, you can also make this visible to your customers, prompting them to take action and make a purchase.
Mobile optimization
Ensure that your website is optimized for mobile phones and other devices such as tablets. Mobile optimization is one of the most important elements of launching any website today, including e-commerce stores. Users who browse and shop with their phones are not likely to stay on a website that is not optimized for their devices.
Easy and secure checkout process
Provide an easy and secure checkout process on your website with an updated secure sockets layer (SSL) certificate. This ensures that any and all data transferred between your visitors and your website is protected, secured, and encrypted.
Online merchandising best practices
It's not only about knowing which features to include on your online store, but also about understanding how to make everything work seamlessly. Here are some best practices to follow:
Promote user-generated content
Creating and promoting user-generated content can help encourage visitors to make a purchase and place their trust in your brand. Customer reviews, photos, and videos provide social proof to help newcomers become more comfortable with your business.
Schedule social media posts to create a consistent social media marketing strategy. This way, you can enhance your online visibility and ensure you stay front-of-mind for your prospective buyers.
Offer various payment options
Offering multiple payment options will significantly increase your chances of making a sale. Using third-party payment processors such as PayPal and Stripe can also help customers feel more comfortable entrusting your website with their payment data.
Conduct regular A/B testing
With any e-commerce storefront, conducting regular A/B testing is essential. Trying different layouts, landing pages, and product page designs can provide valuable insight into the behavior of your visitors and customers. It can help you uncover potential obstacles that could hinder their purchase decisions or lead them to switch to a competitor.
Highlight best-selling products
Integrate e-commerce tools and plugins that help to highlight your best-selling products. This will help to keep users engaged on your website while maintaining their curiosity about what you have to offer.
You can also use tools and plugins to highlight recommended and related products based on a user's browsing history, purchases, as well as any products they currently have in their shopping cart.
Present collections curated for specific buyer personas
Using collected data and analytics, present specific product collections that have been curated for specific buyer personas. With relevant information, target users who are in need of a specific product or users who have similar tastes as the products you currently have in stock.
Setup and launch your online store
Getting started with e-commerce merchandising is possible whether you are launching your first online storefront or if you are looking for a way to grow and scale an existing business. With an understanding of online merchandising, create a winning visual strategy that will result in more sales and increased engagement.
With Mailchimp, you have a host of marketing tools at your disposal, whether you want to segment your audience or create custom designs for your e-commerce store.