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Increase Conversion with Powerful Product Landing Pages and Item Merchandising

September 3rd, 2012 Ashley Harbaugh No comments

When I shop online, it is usually because of one of two reasons: 1. I know exactly what I want, and want to purchase it quickly; or 2. I am just browsing around looking at the cool new things a store has to offer. And every once in a while, both of those reasons work together simultaneously in getting me to shop online.  

For both the casual browsers and the people-with-a-purpose, you need to make sure your online store is configured to catch their attention. No one can help stopping and checking something out if it looks cool and interesting – so why not do that for your store too?

Think of the way traditional brick-and-mortar stores catch shoppers’ attention: window displays. Window displays are one of the prime methods these stores use to lure in shoppers of all kinds, because the cooler the merchandise in the window looks, the higher the chance that people are going to stop. And when people stop and give it a closer link, there’s also a really high chance that they’ll waltz into the store to see and handle the product themselves.  

“But e-commerce stores don’t have window displays, so we can’t exactly use that tactic,” you might say. Actually – your category and product landing pages – the pages that display the items you’re selling – are the equivalent of a physical window display. By making them an attractive showcase for the products you are selling, you inspire more people to get an up-close look at your product, and thus push them to purchase.  

Here are some features you can incorporate into your landing pages to give shoppers the “window shopping” experience that makes buying irresistible.

Promotion Advertisements

Think of the last time you went to a shopping mall – how many times did you pass by a store with a huge banner announcing the latest sale, hanging front-and-center in the window? Too many times to count, most likely.

And it’s a really effective marketing ploy – it’s hard to resist buying a great-looking piece of merchandise when there’s a flashy poster right above it displaying the fantastic deal you’ll get by purchasing it. With Ignify eCommerce, you have the ability to create, post, and manage any kind of promotion you wish to offer.

By incorporating promotions associated with a product right on the product’s page, you benefit from strategic special offer placement – which leads shoppers to immediately take advantage.

By incorporating promotions associated with a product right on the product’s page, you benefit from strategic special offer placement – which leads shoppers to immediately take advantage.

With Ignify eCommerce, you have the ability to display your promotions front-and-center on your online landing pages. With this kind of placement, you give your online store shoppers the equivalent of a brick-and-mortar store sale banner – a highly persuasive tool for getting shoppers to complete a purchase.

We’ve discussed previously how important it is to use different promotions in your marketing strategy. With Ignify eCommerce, you also have the ability to combine multiple different promotions and post them on the relevant product and category landing pages – an even more persuasive tool because if a shopper sees that they get to profit from not just one but several discounts/special offers, it makes it even harder to fight the desire to purchase.

You are able to include multiple different promotions on a product landing page – such as timed promotion, special discount, BOGO – to drive even more site traffic to your merchandise.

You are able to include multiple different promotions on a product landing page – such as timed promotion, special discount, BOGO – to drive even more site traffic to your merchandise.

In the figure above, the different promotions running on the plasma TV are: a timed promotion (“Time left to buy”), a special discount (“You save $89.99”), and a buy one, get one free (BOGO) promotion,  (“Buy a Plasma TV get a free Bluetooth head set”).  Each of these promotions has a different value proposition. 

A timed promotion reminds shoppers that there’s a limited time to purchase a certain item, so they can’t wait – they need to get it before it’s gone. The appeal of a special discount is fairly straightforward – who can pass up on saving money? And along those lines, a BOGO or bundled promotion is attractive because who can pass up getting something thrown in for free with a purchase? Bundled promotions also have the extra advantage in generating interest in other inventory, as well as efficiently moving inventory.  By supporting these different promotions all in one place, Ignify eCommerce gives merchants the flexibility to create and post different types of promotions and increase conversion with online window shoppers. 

Product Comparisons

Being able to pick up two different pieces of merchandise to compare and contrast their materials, prices, and overall look-and-feel  is crucial when it comes to a purchasing decision. There aren’t many of us who would be willing to blindly fork over our money on a product we aren’t familiar with. By using the product comparison functionality in Ignify eCommerce, you’re able to provide customers with that same kind of in-person, up-close item exploration experience. 

By allowing shoppers to compare two similar products, you give your customers more insight and control over their purchases, which is very influential in pushing them to buy.

By allowing shoppers to compare two similar products, you give your customers more insight and control over their purchases, which is very influential in pushing them to buy

With product comparison, you can allow customers to pick different items and compare them side-by-side, giving them better insight into the products they want to buy. And you as a merchant are able to define which attributes between products should be compared. Being able to see up-close a product’s dimensions, and see how they stack up against another similar item, is a powerful motivator in a shopper’s purchasing behavior – especially for online shoppers. With product comparison, shoppers are given more power and control over their purchases, which in turn reinforces their trust in your company and products.

Videos

With the advent of instantly accessible, bite-sized pieces of information right at our fingertips, people have developed short attention spans – and also a jaded sensibility when it comes to advertising. It takes a lot to jolt their attention, and make them want to check something out. And that’s where video comes in.

Videos have been a hugely popular fixture of the social media world.  Videos can pack a lot of visual (and informational) punch in a short amount of time – which is what makes them so attractive, and so likely to be shared.

With Ignify eCommerce, you’re able to display product videos right on the product detail page. So if there’s a really cool video associated with the product you’re selling – such as a video review of your product by an industry expert, or a how-to video showing the best ways to use your product, or a fancy promotional video – you can post it right there for shoppers to view. By creating a high-quality video that gives shoppers high value content, you instantly raise your credibility with your site visitors – and make your customers more impressed with your product offering (which naturally encourages more purchasing). Ignify eCommerce supports videos on many channels including YouTube, Amazon S3, Hey Video.

Videos are a great way to grab shopper attention and connect customers with your products. By creating a high-quality video that provides high-value content, you instantly raise your credibility with site visitors – as well as the chance they’ll be likely to purchase.

Videos are a great way to grab shopper attention and connect customers with your products. By creating a high-quality video that provides high-value content, you instantly raise your credibility with site visitors – as well as the chance they’ll be likely to purchase.

With these different tools at your disposal, you can re-make your e-commerce product pages to get the same results as the eye-catching window displays of physical stores – grabbing attention and directing traffic into your site and increasing revenue with significantly higher conversion. If you have questions or would like more information on Ignify eCommerce product features, please email us at ecommerce@ignify.com.

Ashley Harbaugh is a Product Marketing Specialist at Ignify. Ignify is a technology provider of CRM, eCommerce and ERP, software solutions to businesses and public sector organizations. Ignify has been included as the fastest growing business in North America for 5 years in a row by Deloitte, Inc Magazine and Entrepreneur Magazine and ranked as one of 100 most innovative companies in the world in the Red Herring Global 100 in 2011.