Lets imagine that we have gone live with a new online shop and we are puzzled about its bad Performance. The number of visitors, driven by SEO optimization and SEA campaigns, are fine – but the conversion rate and the turnover doesn’t seem right. What should you do?
It’s clear and can be seen in any store what we can learn from brick-and-mortar businesses: the search and travel routes the visitors take. Actually, that’s the standard in on-site stores. Measured, tracked and monitored, evaluated and shelves or even entire areas adjusted or re-set. Product even positioned at the exact height. Visitor routes manipulated and subconsiously indicated. Who stops at the Display window? Who goes directly to the shelve where the desired set of cups awaits? Who is compelled to steer toward the store and even enter it by a voucher he just got on the street? Or maybe: who strolls browsingly through the aisles, the product worlds, the branded shops …?
It is rather interesting to watch how an Apple Store works. Without any products in the Display window. Without confusing falderal. The first products can only be reached after five meters have been crossed into the store. This leads to a kind of suction. Suddenly, I’m surrounded by very cool products …
This and much, much more have been standards in stationary retail for the longest time. But what does that mean for our online strategy, the user guidance and shop usability? There are three main paths in an online shop:
- Use the search function
- Navigation via the flyout
- Navigation via categories or worlds
Use the search function:
We are all used to google and we have adapted to it during the course of the years. You’re looking for a certain product and you want a fast result. Here, the use of a suitable search function in your shop has a very important role and makes for an increase in conversion since the visitor can find his desired article very quickly. The proposed search is a real help – supported by images and pictograms, you can realize significant increases in turnover.
Navigation via the flyout:
This kind of navigation enables the shop operator to design the user guidance in a way that the user already receives additional information while navigating and can realize the variety of products on offer. This can direct the user’s attention to certain products. This way, you not just optimize the user guidance but also increase the conversion. The use of flyouts is equally suitable for all users. But keep in mind the usability for mobile users, who are navigating with their fingers…
Navigation via the categories:
One of the most important navigation strategies for the slightly undecided visitors. Navigating via the categories enables the user to be inspired by the product Portfolio and to “wander” through the topical worlds. Here, you can also link to branded sites – plainly everything that could stimulate inspiration and propensity to buy.
Very often, we use the wireframe technique shown here for concepts, workshops and seminars to visualize complex site structures. In contrast to mock-ups, wireframes are frequently used in the very early stages of concepts. They help in displaying the Basic functions, templates and user guidance – without being bewildering with regards to content. The mock-up is already enriched by functions and visual elements.
STAR COOPERATION’s e-commerce team offers the entire process and added value chain of digital retail/business. Our Everywhere Commerce concept stands for a comprehensive approach to face the current market requirements professionally.
With our large treasure trove of experience from big multi-channel projects for well-known customers and a multitude of requirements, we can always act with the right solution.