BEST PRACTICES FOR COMPETITIVE E-MERCHANDISING
A detailed and complete product sheet is essential to highlight your product and improve its visual presentation. According to a Hubspot study, integrating demonstration videos to product sheets would increase sales opportunities by 144%. This is a technique to use to promote certain products on your homepage for example.
The centralization of product data is a step that should not be neglected to allow you to define product categories and thus define a display order on your website. For example, if a user searches for “Men’s Pants”, you can display the first results for the new range of pants or those on sale.
A competitive e-merchandising will increase your sales if from the moment your user arrives until the final purchase, his path is fluid and attractive. Differentiation is a good thing, but some practices are rooted in the user experience: a search bar to simplify navigation, for example. The more you guide your user, the more pleasant his visit will be, which can convert him into a customer.
An incomplete or poorly constructed shopping path will cause you to lose valuable sales. To prevent your users from quickly leaving your e-commerce site, think of checking these different points and proposing :
• A functional search bar
• A simple and fluid addition to the cart
• A dedicated page that summarizes the products in the cart, prices and quantities
• A simple form for creating an account
• A clear order finalization with different payment and delivery methods
• An email confirmation of purchase and a personalized order follow-up
• An optimal UX experience
• A responsive site: in 2021 80% of French internet users bought online via their mobile (source: FEVAD)