What do e-commerce customers and mothers-in-law have in common?
A clue: both can be quite demanding and a little lazy making this relationship work.
The answer: you want to make an excellent first impression.
Well, that’s the aim of Design & Ergonomics on your website
Your partner in life has been telling her/his mum about you and so have you with your visitors about your website through marketing.
Once the meeting takes places, it now imports to convert the marketing investment, both with your mother-in-law and your customers of course. Let’s focus on the latter now.
Design and Ergonomics concentrate most of the visitor first assessment of your website so don’t mess up with them! You only have a few seconds, one minute max, to convince that your website answer the needs, both in terms of product offer and customer experience.
4 main types of Design & Ergonomics tools:
Each type of tools requires a specific attention and optimization and will reduce your bounce rate while pushing for longer and more frequent visits.
Focus on the category bar
Let’s focus on one specific ergonomics tool: the category bar that helps customers start their research. This bar is probably the most-used tool on your website.
The organization of this bar is specific to each merchant, even though 2 may share the same catalog.
Elements to take into account while designing and prioritizing your category bar:
Let’s compare 5 examples coming from generalist merchants, American or French. We’ll have a closer look at 2 categories: computers (black outline) and promotions (orange outline).
Computers and tablets are often located on the left of the category bar: they drag traffic to the merchant and must be easily found by customers, all the more that it is a very competitive category and you’ll lose customers if they don’t have easy access!
They can be located
First group seems to be on a price aggressiveness and penetration strategy: increasing volumes and gaining market shares
Second group seems to be using promotions to drag customers and then show them a larger part of the catalog.
Obviously, there is no rule that applies to all merchants in Design & Ergonomics, each one having its specific average customer profile and strategic objectives!
See you next week to talk more about Pricing and Promotions!