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Improve site engagement: What retailers can learn from the high street

 Although customers are increasingly opting to shop online - sales are up 16.9% year-on-year according to the latest IMRG Capgemini Sales Index - many ecommerce retailers still struggle to create immersive and relevant experiences that encourage longer dwell time and increased customer conversions.

Brands would do well to take lessons in visual merchandising techniques from brick-and-mortar stores which excel not only at enticing shoppers through their doors, but cleverly designing store layouts in ways that encourage shoppers to spend time there while inspiring them to make product purchases in the process.

This article will detail the best ways retailers can structure their websites to match the allure of the high street. Let’s jump in.

Grab Attention: The Homepage

The homepage is an online retailer’s shop window and an opportunity for visual merchandisers to give customers a flavour of what the brand represents. Fashion retailer Farfetch’s homepage is reminiscent of a magazine’s editorial layout, with images that have been chosen to assert the brand’s directional, high-fashion identity.

There’s also an invitation to sign up to Farfetch’s newsletter (to encourage loyalty) - a handy shopping guide, plus an easy-to-spot search button for those shoppers who want to fast-track their shopping journey to a specific item.

 

Farfetch eCommerce example

 

Learn your way around: Site Navigation

The homepage not only needs to act as a brand ambassador, but also serve to direct the customer towards the next stage of their shopping journey, in the same way that signage does in a physical store. The navigation bar represents the digital version of this store signage, and should be populated with simple messages that make the journey easy and quick to follow - this is not the place to include every single product sub-category in a brand’s store catalogue, as this will simply overwhelm the shopper.

Instead, keep things simple and clean, like Beauty Bay does with its clear dropdown list of main shopping categories, plus a section that includes directions to inspirational content like blogs and make-up tutorials.

 

Beauty Bay eCommerce Example

 

Continue reading the full story via IMRG: Improve site engagement: What retailers can learn from the high street.

 

 

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