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How to Amp Up Customer Engagement and Revenue With Online Merchandising [Slide Show]

by Christian Gulliksen |

November 1, 2012

| 19,498 views

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Does your website make it easy for customers to find and purchase the products they want? "Creating a relevant and positive experience turns occasional visitors into frequent shoppers," notes this Monetate tip sheet, which outlines a proven 10-point online merchandising strategy. Have you covered all your bases?

Enable visual predictive search

Customers aren't always sure of exact names or spelling—you can reduce search failure rates by featuring product images in your predictive search.

121101-2 Replicate the in-store experience

Replicate the in-store experience with endcaps

Brick and mortar retailers capitalize on high-profit endcaps. "Translate this practice to the online store by offering intelligent and relevant product recommendations in dynamic banners above the fold, making items easier to discover and purchase," advises Monetate.

Choose images wisely

Avoid main banner images that obscure your product grid. Visitors should have an unobstructed view of the products they're looking for.

Display product reviews

Place reviews where visitors will see them—and don't censor negative feedback. When mixed with good reviews, the occasional bad review reinforces authenticity and can actually improve a visitor's perception of your brand.

Badge your products

Highlight key attributes like "New Product" for returning customers, and "Top Seller" for new visitors. Badges like "Staff Pick" and "Limited Edition" can also spark interest.

Use threshold countdowns

Encourage larger order values by telling shoppers how much they must add to a cart for special offers like free shipping.

Optimize the coupon box

A coupon box can facilitate a conversion—but it can just as easily obstruct a sale. Monetate advises using sa solution that automatically applies coupons for eligible visitors and hides the coupon box from others.

Target cart abandonment

When visitors return to your website, it's important to remind them of any unpurchased items in their carts.

Highlight quick and easy alternative payment options

Some customers prefer payment options like PayPal or Bill Me Later, so place such alternatives in a prominent location.

121101-10 Deliver product recommendations

Deliver product recommendations on the thank-you or confirmation page

Once a customer has made a purchase, and there's no risk of derailing the checkout process, why not show her other relevant products?

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Christian Gulliksen is a writer who has authored several of the Get to the Po!nt newsletters for MarketingProfs. A former editor at Robb Report, he has also contributed to Worth, Variety, and The Hollywood Reporter.

E-Commerce, Personalization, User-Generated Content, Web Content, Website Design, Websites

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