VM Online
Expert Tips Retailers Should Use to Boost Their Online Merchandising…
Apptus Technologies talk us through their top tips for online merchandising.
1. Make your search results more relevant by incorporating “What others did when they used this search term” analytics. Most websites only use matching data in titles and descriptions to determine a result set for a search term. Whilst this is accurate, it’s not as effective as combining text matching results with information about what other people did on the site when they used the same search phrase. This will offer your customer a more relevant and optimised experience. 2. Deliver personalised banner ads with your search results based on “Most likely to drive a sale” figures and increase your reach.
Most retailers do not deliver banner ads on search results pages as it is difficult and time consuming to try and guess all the search phrases and misspelling for which a banner should be presented. This means that typically 30% of visitors are not being presented with banner ads. By associating a banner ad with a product assortment and selecting the ad most suitable for that assortment the retailer can reach 30% more visitors.
3. Personalise your left hand navigation and put customers in control.
Customers get frustrated when they get to their selected category only to find that they have to scroll down to find how they want to filter the category, surely the most popular filter should be at the top (based on other people’s behaviour)? 4. Expose more long tail products to your customers to improve profitability. Merchandising a vast product range on a tiny (relative to in‐store) website is a real challenge, so most retailers concentrate on their top selling products. But what
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about that profitable long tail of products that would be sold if they were presented? Sophisticated algorithms can now expose these products and improve online profitability.
5. Optimise recommendation panels to suit your customer
‘People who bought this also…’ yawn,
yawn! It’s not always the most effective type of recommendation, especially if the focus product is not a bestselling product. Why not be creative and allow several options to be analysed and the best one to suit that customer selected. This optimises the experience for the customer and boost sales.
Contact Apptus Technologies UK T: +44 (0) 7739 324198 W:
www.apptus.com
www.a1retailmagazine.com
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