Not many of us will be heading to Oxford Street this year to browse the amazing shop window displays. Instead, many of us will be hoping to avoid the crowds altogether, and shop from the comfort of our own sofas.
The only traffic you can really count on this year is online. With Christmas shoppers set to be dashing from website to website, you must grab their attention quickly, but how do you make your homepage your new shop window? Here are our top tips and some great examples from our clients.
One major issue with shopping online for Christmas presents is that it can be impossible to know where to start, especially if you don’t know what you’re looking for. People want, and need, some inspiration, and that’s where your homepage should come in.
It could be as simple as directing shoppers to curated product pages, such as ‘Gifts for him’ or ‘Gifts for her’, so people have somewhere to get started and get some ideas. Notonthehighstreet use beautiful imagery and clean, simple signposting to persuade shoppers to click-through and find that perfect Christmas present.
Alternatively, you can refine your categories further by directing shoppers to specific types of products, such as Christmas decorations, cards or advent calendars. Getting Personal take this approach, as well as giving shoppers the opportunity to browse their entire Christmas range if they don’t know what they’re looking for yet.
A physical shop window has to appeal to all of your customers, but your virtual shop window can be tailored to each individual shopper who visits your website. This is a great way to re-engage existing customers who have bought from your before and persuade those who visited your site but didn’t make a purchase.
80% of consumers are more likely to purchase when brands offer personalised experiences
Show them the products they’ve been looking at recently (they may even be on offer now!), or items similar to what they’ve bought and loved from you in the past. The Perfume Shop has a ‘personally recommended’ section on their homepage based on past browsing habits, complete with product star ratings to give shoppers that extra confidence boost to push them to make a purchase.
Using dynamic content is a great way to tailor your homepage to different visitors. Some website platforms, such as HubSpot, make it super easy to add dynamic content. You can find out more here.
Bright lights and colourful decorations – Christmas is the perfect time to be bold and make sure your brand stands out from the rest. Use scrolling banners and animations to show off your best products, to make your online store look exciting and inviting.
Don’t go too busy though, or you’ll put shoppers off. TruffleShuffle get the balance just right.
How do you choose which products are featured on your homepage? Your most loved bestsellers, new and exciting, and products which are unique to you should all get top consideration. Delve into your recent customer feedback and see which items get the best reviews and are most popular with your customers right now.
There’s still time to bag plenty more Christmas sales this year! For even more tips and ideas on how to improve your customers’ online experience this year and next, download our free Christmas guide.
Net Promoter® and NPS® are registered trademarks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld.