So, you want to increase product discovery on your eCommerce website? It makes sense, as the more products your potential customers can discover, the more likely they'll find something they want to buy from you.
There are a few different ways to increase product discovery on your site, so it can sometimes be a little daunting to keep track of everything you need to do to optimize your website to increase sales. But don't fret—we've got you covered.
Shortcuts:
- What does customer-first navigation mean?
- The Impact of Customer-First Navigation on E-Commerce
- 4 Ways Customer-First Navigation Increases Product Discovery
We're delving into how focusing on customer-first navigation can increase product discovery on your eCommerce site. So grab yourself a cup of coffee (or tea; we don't judge), and let's get started.
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What does customer-first navigation mean?
Customer-first navigation makes it easy for potential customers to find the products they're looking for on your website.
It means having a well-organized navigation system that anyone can use and understand.
Let's say you sell lead generation services. Your potential customers might be looking for a particular type of solution, such as search engine optimization, or they might be looking for a specific feature, such as blog posts, to act as lead magnets.
In either case, your navigation system must make it easy for them to find what they're looking for.
If it's challenging to use or understand, they'll likely give up and go to another website where it's easier to find what they're looking for.
The Impact of Customer-First Navigation on E-Commerce
Page speed is vital. Just a one-second delay in page load time can result in a 7% loss in conversions.
If your website is difficult to navigate, potential customers are likely to get frustrated and leave without making a purchase. Make sure you deploy usability testing tools and conduct tests on your clients to achieve wanted results from your website.
In addition, customer-first navigation can positively impact your search engine optimization (SEO).
If your website is easy to navigate, potential customers are more likely to stick around and explore, which tells search engines that your site is relevant and valuable.
This, in turn, can help you rank higher in the search results, which means more people are likely to find your website.
Additionally, having a structured feedback and coaching system for employees and web development teams working on eCommerce sites can help assess design performance and highlight areas for improvement.
Lastly, it's great for relationship marketing. If you make it easy for potential customers to find what they're looking for on your website, they're more likely to be loyal customers who return to your site repeatedly.
4 Ways Customer-First Navigation Increases Product Discovery
1. Homepage Navigation
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Use live chat
Using customer support software with live chat features on your homepage can help increase product discovery.
Potential customers can easily contact you and ask questions about your products, which helps build trust and rapport.
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Design a homepage that conveys what your store is about
First impressions matter. Let’s say you run a Shopify store. It’s important to make sure that your Shopify homepage is good.
It should be clear what your store is all about, and it should be easy for potential customers to find what they're looking for.
Some great ways to do this are by using high-quality images, clear and concise text, and featuring your best-selling products.
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Showcase items on sale
Items that are on sale are more likely to be discovered by potential customers. So, make sure to showcase any items that you have on sale prominently on your homepage.
Create “what's new” and “what's hot” categories. Using marketing segmentation, create categories for new and popular items. It will help potential customers easily find what's new and hot on your website.
It’s also a good idea to consider an ERP systems integration. ERP software integrates all the data across your business, giving you insights into your sales and inventory management.
It can help to inform your decisions about which products to promote and showcase to optimize sales and improve performance.
2. Site Navigation Optimization
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Remove search terms with '0' results
If your website has a search function, make sure to remove any search terms that don't produce results.
This will help avoid confusion and frustration for potential customers and is one of the best time management techniques for optimizing your site quickly and effectively.
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Optimize your autocomplete with images
If your website has an autocomplete feature, optimize it with images. This will help potential customers understand what they're looking for and increase product discovery.
For example, if you're selling business phone services, an image of an office phone set-up would be a great way to autocomplete the search term “sales dialer.”
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Incorporate internal search
Use an internal search function on your website to help potential customers find what they're looking for.
You can incorporate a search bar on your homepage or add a search feature to your navigation menu.
3. Product Page Optimization
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Use a breadcrumb trail to avoid complicated browsing
Put simply, a breadcrumb trail is a series of links showing the path a potential customer has taken to get to the current page.
For example, if a potential customer is on the product page for a particular item, the breadcrumb trail might look something like this: Home > Category > Subcategory > Product.
Breadcrumb trails are a great way to avoid complicated browsing and help potential customers easily find their way back to the page they were previously on.
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Design a straightforward product comparison
Design a straightforward product comparison to make it easy for potential customers to compare different products.
You can do this by including a table listing the various features of each product or by providing a side-by-side comparison of the products.
You could even ask affiliates or bloggers to create product videos and reviews of your products. It’s a great use of digital innovation to increase product discovery and help develop your partner marketing strategy.
4. E-commerce Filter Navigation Optimization
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Consider the POV of your customers
When it comes to eCommerce filter navigation, it's essential to consider your customers' point of view (POV). It means understanding what they're looking for and how they want to find it.
For example, if you're selling women's clothing, consider adding a filter for size. But you should also consider adding filters for color and style.
By considering your customers' points of view, you can ensure that your filter navigation is designed to meet their needs.
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Add specific product descriptions
In addition to adding filters, you should also add specific product descriptions. This will help potential customers understand what they're looking for and increase product discovery.
For example, if you're selling tech products, you might want to add a description that includes the product's features, such as “recording phone calls,” as well as a photo or video.
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Use promoted filters
Another great way to increase product discovery is to use promoted filters. You can promote certain filters in your navigation menu or homepage.
For example, if you're selling a solution for multiple purposes, you should promote the use case filter. It will help potential customers find the right products for them.
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Add visual confirmation of chosen filters
Add a visual confirmation of potential customers' choices to make it easy for them to see which filters they've chosen.
You can do it by adding a checkmark next to the selected filter or highlighting it in a different color.
By adding a visual confirmation of chosen filters, you can make sure that potential customers can easily see which options they've selected.
Final Thoughts
So there you have it. These are just a few tips to help you increase product discovery on your eCommerce website.
By considering the POV of your customers, adding specific product descriptions, and using promoted filters, you can make it easier for potential customers to find the products they're looking for.
In addition, by using a breadcrumb trail and designing a straightforward product comparison, you can ensure that potential customers can easily navigate your website.
Increasing product discovery on your eCommerce website has a number of benefits. By making it easier for potential customers to find the products they want, you can improve sales and conversions.
As well as reading blogs like this one, why try conducting some user research to understand the needs of your potential customers?
It’ll help you design a website that meets their needs, and it will also help you increase product discovery. Alternatively, there are several great resources for eCommerce, including eCommerce books, courses, and templates.
Good luck and happy selling!
