Four Essential Design Tips To Increase Conversions This Holiday Season
2 years ago
Online holiday sales are projected to reach $129 billion this year in the U.S. alone, a twelve percent increase from 2016. With less than two months to go until Cyber Monday, marketers will want to develop and implement a strong ecommerce strategy to capture consumer attention in the coming weeks.
Here are four ecommerce design tips to guide the creation of your Holiday campaigns, increase conversions, and make this your most successful season to date.
1. Make sure your ecommerce shop is responsive.
Last year’s holiday shopping season saw a third of all online purchases come from mobile users – on Black Friday close to 40 percent of sales were from a smartphone – yet there remains an acknowledged gap in the mobile ecommerce experience.
Add to that the fact that mobile users are 5 times more likely to abandon a task if a website is not optimized for their device, and it’s clear that an ill-equipped mobile website equates to a massive loss of revenue during the holiday season, if not always. Ensure you’re capturing every potential customer by designing your holiday campaigns with mobile in mind.
2. Use categories for better CX.
When the ecommerce site for Century Hearing Aids was suffering from low conversion rates their development team implemented four changes to solve the problem. The most effective was reformatting their homepage to display categories of products, rather than the products themselves. This slight adjustment helped to improve conversions by 220 percent, leading to an overall increase in profits of 3,000 percent.
Provide your customers with a seamless shopping experience by organizing your products the same way that people search for them online. When applicable, be sure to include any hard-to-find specialty items as one of your categories.
3. Use whitespace to highlight your best deals.
Design is an arrangement of both shapes and space – making them both equally important in the development process is key to creating a great layout.
Don’t let whitespace be an afterthought, but rather use it as a foundational design element. Because it draws the eye by making the subject in the foreground of a frame “pop” it can increase comprehension by up to twenty percent, so highlight your best markdowns by privileging them on the page with ample whitespace.
4. Enlist an art director for your product pages.
Art direction is the cornerstone of high-performing ecommerce shops, but many brands forget to address the aesthetics of their website’s highest converting content: product detail pages.
For the majority of shoppers product images quite literally determine whether or not they want to make a purchase, so don’t ignore the art direction of these pages simply because they are not the first place people land.
What’s more, a well executed product page will leave less opportunity for misunderstanding between product and consumer, which will help to curb post-holiday return rates.
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