Have you ever wondered why grocery stores place milk at the back of the store and chocolates near the checkout counter?
Enostavno: placing essentials at the back of the store encourages shoppers to walk around and browse other products. Placing small items (like chocolates) near the checkout counter encourages impulse purchases.
This is all a part of the science of store design. The right store layout can boost sales, improve loyalty and help customers find what they want faster.
Your online store isn’t any different. The organization and layout of your products have a big impact on what (and how) customers buy from you.
V tem članku, we’ll show you how to layout your products to maximize sales and conversions.
3 Things to Consider When Selecting a Product Layout
Product layout might sound like a straightforward problem when you first approach it. Vendar, like most things in e-commerce, the complexities emerge once you dive into the details. There are three things you must consider when you choose a product layout:
1. Choice
Choice is a double-edged sword for e-commerce stores. The lack of choice means you limit opportunities. Too many choices, vendar, and you’ll leave visitors confused.
Effective product layout is essentially a process of balancing this duality. That is: giving the impression of plentiful choice, while still keeping the site easy to use and navigate.
Science says that decision making is mentally taxing. When you confront shoppers with too many choices, they are liable to not make a choice at all.
So how do you overcome this problem in your store layout?
One solution is to use featured images that lead to additional products. Na primer, notice how Made.com uses separate images for entire product categories (such as “garden furniture”):
Think of this as a teaser to lure in shoppers.
V idealnem primeru, you’ll want to keep your best-selling or most-desired products front and center.
Zato, before you start the layout process, list out the following:
- Your entire product range and their respective categories and subcategories
- Functional categories such as “best selling products”, “featured products”, itd. and the products in them.
The next step is to use this information to construct a well-organized navigational menu. Notice how Amazon organizes products into categories in its menu.
Doing this will help shoppers find what they want without overwhelming them with too many choices.
If your Ecwid store is added to a website, you can add a navigation menu by adding a piece of code:
- for a horizontal layout
- for a vertical layout.
Here are the instructions for Ecwid stores added on WordPress in Wix spletne strani, preveč. On Ecwid Instant Site, the horizontal menu is only available.
2. Product information
Here’s another balancing act you should perform when selecting a store layout: showing product information.
You want to give customers the information they need to click through and make a purchase. Ob istem času, you don’t want to overwhelm them with too many details – at least not before they are on the actual product page.
Your mental model in this situation should be to ease decision making and pique customer interest. Ask yourself: what minimum information do my customers need to click through on a product?
You’ll find that this answer varies from store to store and product to product.
Na primer, notice how Amazon gives you just four information points on the category page: product name, cena (including discount), rating and Prime availability:
In Ecwid, you can add similar ratings and reviews with the help of the Stampled.io app.
Though this information is necessary for a large retailer like Amazon, for smaller businesses like Sand & Stone Jewelry, ratings aren’t as important. Hence, the category pages only show product name and price.
It’s easy to fall into the trap of giving away too little information in category pages. The best way to avoid this is to interview your customers and ask them what information they use to make purchase decisions.
3. Store design
How you’ve designed your store will have a big impact on your product layout.
An e-commerce store will typically have three key pages:
- Domača stran
- Category and search pages
- Individual product pages
What products you choose to showcase on each page-type will decide what products your customers end up buying.
Na primer, note how Amazon promotes its own products on its homepage if you haven’t signed in:
It’s common for stores to promote latest offers on the homepage. Make sure to align these offers with your target audience. BestMadeCo, na primer, runs a Father’s Day promo keeping in mind its largely male clientele.
Focus on:
- Figuring out what products you want customers to buy (ideally your best selling, and/or highest margin products)
- Maintaining design uniformity across different page-types.
Whether you decide to highlight your best sellers or new arrivals, Ecwid allows you to create a category for predstavljeni izdelki na domači strani in ga poimenujte glede na svoje potrebe.
6 Najboljše prakse za postavitev izdelkov v e-trgovini
Zagotovo pa lahko ustvarite edinstveno shemo postavitve za svojo e-trgovino, pomaga, če upoštevate nekaj najboljših praks.
1. Potisnite najboljše izdelke in ponudbe na vrhu strani
Območje »nad pregibom« je del zaslona, ki je viden, ko stranke prvič pridejo na vaše spletno mesto. Pravzaprav, to področje predstavlja 80% vse pozornosti gledalcev na večini spletnih mest.
Glede na to, kakšno pozornost je deležen ta prostor, dobro je, da svoje vrhunske izdelke postavite na pregib. To lahko vključuje:
- Najnovejše ponudbe, razprodaje in popusti
- Najbolje prodajan izdelek ali kategorije izdelkov
- Nedavno predstavljeni izdelki (najbolje deluje na začetku nakupovalne sezone)
Vklopljeno Target.com, na primer, na vrhu strani boste videli najnovejše ponudbe:
Če imate veliko ponudb, razmislite o dodajanju drsnika, kot ta primer iz Walmarta. Upoštevajte tudi promocije, ki potekajo pod navigacijskim menijem:
Nekateri trgovci z modnimi izdelki se izogibajo običajnim postavitvam v prid promoviranju podobe blagovne znamke. Vklopljeno ASOS, na primer, dobite podobo blagovne znamke z možnostjo »Nakupujte moške« ali »Nakupujte ženske«.
Ta taktika deluje, ko poskušate z lookbookom promovirati vizijo blagovne znamke. Večina trgovcev na drobno, vendar, bo bolje delovala z običajno postavitvijo izdelka najprej na vrhu strani.
Sledite isti zamisli na straneh s kategorijami: potisnite svoje najbolje prodajane in najbolje ocenjene izdelke na vrhu strani. Na primer, preverite Amazonove strani s kategorijami:
2. Zmešajte vodoravne in navpične postavitve
V bistvu obstajata dva načina, kako lahko svoje izdelke postavite na katero koli stran: vodoravno ali navpično.
Vodoravna postavitev ostane statična. Na robu strani je gumb za nadaljnje pomikanje po seznamih.
Ta primer iz Amazona stvari bolje ponazarja:
In Ecwid, nedavno ogledanih izdelkov so prikazane tudi vodoravno. Izberete lahko število elementov, ki jih želite prikazati na vrhu ali na dnu vaše izložbe.
Podobni izdelki je še en horizontalno usmerjen odsek. Izdelki v tej skupini so nastavljeni posebej za vsako stran izdelka, kar omogoča ciljanje vaših strank z zelo ustreznimi dodatki k njihovim naročilom. Lahko jih prikažete na straneh izdelkov in na strani košarice.
V nasprotju, navpična postavitev nima teh drsnih gumbov. Namesto tega, ko se pomikate navzdol, vidite vedno več izdelkov v mreži podobni poravnavi. Všečkaj to:
V idealnem primeru, morate uporabiti mešanico obeh postavitev:
- Vodoravna postavitev, ko želite prikazati nekaj izdelkov iz številnih kategorij, na primer v nedavno ogledanih izdelkih
- Navpična postavitev, ko želite prikazati veliko izdelkov iz iste kategorije, kot so eno iskanje in strani s kategorijami
3. Sledite konvenciji in pričakovanjem uporabnikov
Obstajajo situacije, ko boste želeli biti nekonvencionalni s svojim dizajnom. Postavitev izdelka ni ena izmed njih.
Postavitev vašega izdelka je namenjena usmerjanju uporabnikov, ko pridejo na vaše spletno mesto. A conventional layout ensures that they find what they want and don’t get disoriented.
Conventions, seveda, vary from sector to sector. Vendar, there are a few things you must consider:
Use a grid layout
In a grid layout, products are arranged in equally-sized rectangular boxes, like this:
This layout has long been the convention for e-commerce sites. Not only would your customers already be familiar with it, it is also good for displaying products. Further, it scales well – you can display just one box on small screens, or expand to several boxes on larger ones.
When using this layout, make sure to keep the boxes equally sized. As this case study shows, using equally sized boxes can increase revenue per visitor by as much as 17%.
If you sell with Ecwid, that is not a problem for you – Ecwid has an equally sized grid that automatically adapts to different screens.
Show navigation at the top of product listings
Another convention you should follow is to place your sorting options at the top of the page.
Customers have come to expect this placement and will naturally look here when they land on a category page.
Orient customers with breadcrumbs
Breadcrumbs are navigational elements that show users their path from the homepage, like this:
Adding them to the to top of the page helps orient visitors. It tells them what page or category they’re in and how they can go back to the homepage.
4. Focus on visuals, but don’t forget the text on product pages
Na spletu, the only way to show your products is through visuals. This is why large product images are known to boost e-commerce conversions.
Vendar, while visuals are important, your layout should also have room for descriptive text. Good copy not only describes the product, but also helps sell it and your brand.
Na primer, consider how BestMadeCo uses strong copy on its homepage to sell a recently launched product. The layout helps the text play off against the image perfectly.
Product copy is particularly important on product pages. Your layout should give customers all the key information they need to make a decision right above the fold. This should include:
- Cena (including discount, represented visually)
- Product rating and number of reviews
- Product and brand names
- Whether the product is in stock (and whether stock is running low)
- Shipping details
- 2-3 key product details
This is an example of how not to layout products. The product page has no copy at all – it’s difficult to make a decision.
As with most things, Amazon’s layout is perfect here, giving customers everything they need to make a decision.
5. Add product recommendations and related products
On product pages, you have two goals:
- Get the customer to the checkout page, oz
- Get the customer to view another product
For the latter, you should have a recommended or related products section. You can place this either after the product information or before it.
Amazon does this particularly well. Notice the related products and “also viewed” listings below the fold:
If you have multiple products in the same collection, make sure to display them as well. Here’s a good example from WorldMarket:
Related product listings don’t always have to be visual. You can also show related searches to direct customers to items they might be interested in.
Experiment with different layouts for related/recommended products. Try placing them above the footer, below product description, itd.
6. Experiment with mouseover details on category pages
One way to improve click-through rates is to offer additional details when a customer moves his mouse over a product image on category pages.
Na primer, this site shows product details and an add to cart button on mouse hover:
The purpose of this tactic is to give users key information at a glance. It works best when you expect users to browse through a large number of products quickly, such as in clothing stores. It might not work for other categories, but you can still run a few split tests and see the results.
In Ecwid, you can enable “Buy Now” buttons on product lists to help your customers quickly browse (and buy) vaše izdelke.
When a customer clicks such a button, your store won’t open the whole product page. Namesto tega, your customer will see a popup with product options:
If your product doesn’t have options, it’ll go straight to the cart.
Zaključek
When it comes to product layout, it’s best to stick to convention and follow what market leaders are already doing. Catalog your products in detail, categorize them thoroughly, then organize them out in a standard grid layout.
The best practices shared above will work for most stores across sectors. Try them at your own store!
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- Odklepanje moči oblikovanja UX za e-trgovino
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