By placing a category discovery banner at the top of the

By placing a category discovery banner at the top of the product page, the brands ensure that visitors do not have to visit the category page only through the navigation menu or through a new search. By optimizing these entry points, brands can not only better connect their search traffic with the products and information buyers need, but also increase the chances of conversion. In addition, Pinteres-style recommendations with endless scrolling can be used to continually present and recommend new items to visitors, encouraging them to keep searching until they find the right product. More importantly, while there is no guarantee that all this new traffic will translate into revenue, some of these changes are being communicated by brands that are responding to consumer needs in this unprecedented situation, the benefits of which will be felt long after COVID-19 has finally disappeared. Below are some tips that have been successfully applied to improve product discovery, reduce rebound rates and consider brands when making an entirely new purchase decision. Among these new trends, some brands are experiencing an increase in organic search traffic, traditionally the second largest source of monthly e-commerce traffic. On a typical day, consumers are repeatedly distracted while shopping online, either by comparing items on different websites, switching devices or changing scenarios. To better serve these visitors, brands must allow easy navigation to the main product category. Sometimes a buyer finds himself in a PDP through a search and discovers that the item does not meet “his” initial expectations or that “he” wants to explore other similar products. These overlays, which are activated when a visitor stays on the page for an extended period of time, moves down to a specific part of the page, or when the intention to leave the page is displayed, can be used to reduce the buyer’s attention and highlight important messages. In recent weeks, the coronavirus has caused massive changes in shopping behavior in affected areas, as many stores have begun operating under time pressure or have temporarily closed their doors. As consumers are now heavily dependent on e-commerce, they are unsure of the future as they are buying commodities in large quantities and ordering non-standard items to make themselves more comfortable during their long stays at home. To reduce the likelihood that a visitor will leave the site, brands should consider using pop-up windows when leaving the site.

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