1. Functional role
The functional role of homepage design is to display product information, spread brand value, deliver event information, and guide consumers to place orders.
The purpose of homepage design is to guide consumers to the product details page to complete additional purchases and transactions through the homepage visuals. The long-term goal is to brand, gain consumer trust, continue to provide consumers with high-quality products, and increase repeat purchases. Rate. Store decoration and homepage design cannot bring traffic to merchants, but they can determine the conversion rate and repurchase rate to a large extent.
What homepage visual marketing needs to do is to clearly and intuitively present store highlights and event information, and guide consumers to browse more products in the store. Merchants can try to design homepages from the following three aspects:
a. What product do you most want target consumers to see?
b. What are consumers thinking about when they are browsing the homepage?
c. How to help consumers see more information they want to see?
Explain the above three points in one sentence: Pregnant and postpartum mothers can see the delivery time and corresponding product categories when they enter the store, and can click to view more related products.
This merchant clearly presents the delivery time, explanation and discount information, as well as prenatal and postpartum supplies, so as long as pregnant and postpartum mothers come in, they can click on the corresponding module to view it very clearly. More products.
Beautiful, exquisite banners and product images, with differentiated features, can be very effective in gaining consumer trust. Another example is the engineering explosion diagram and waterproof test diagram of Bluetooth headsets, which can allow consumers to intuitively feel the trustworthiness of the product, and even make consumers associate with it. This has been 50% successful.
One of the short-term work contents of store design is to make visual marketing planning based on the company’s recent marketing strategy and focus. The key to store design involves the display method of store activity information and page layout, as well as store color matching and main products. of revealing etc. Visual merchandising must serve overall marketing, and good visual merchandising can directly determine sales.
2. LOGO + store sign
LOGO is a symbol of the brand. Many businesses will use a product picture as a LOGO. This is not advisable because a LOGO is a logo, a logo, or even a logo. There are also some businesses that directly use other people’s LOGOs. Unless authorized, they are not allowed to use them because this is an infringement and they will be subject to corresponding compensation and legal liability for harming the interests of others. Therefore, it is recommended that business friends have their own brand logo, and you can hire someone to design it. If you are considering it for a long time, it is recommended that business friends register the LOGO as a trademark to protect their own rights and interests.
The store sign is the positioning of the store and the image of the store. It directly conveys our store’s main products and target audience, because the store sign is relatively stable (does not change often) compared to other banners. ); The commonly used store promotion display method is the store Slogan + form design and display that guides attention.
3. Banner/Carousel
The banner is the key to store decoration, and it is also the picture that accounts for the largest proportion of the page. The banner picture must be high-definition and outdoor product type, and is generally selected. Pictures of mountain climbing, surfing, running, and rock climbing have a stronger impact. The platform will have special decoration elements during the Bday promotion, Double 11, and Double 12. Business friends must make full use of them. The decorative elements can appropriately enhance the atmosphere. The background color of the Carote banner is unified with the large tones, and the clean image avoids being too cluttered and flowery, which can easily make consumers’ shopping experience more comfortable, thereby increasing their purchase intention.
The banner carousel is also a very good tool, which can display the content of multiple themes and store highlight information. Merchants can make corresponding planning adjustments according to different marketing priorities. Lazada Seller Center has added a clickable area banner, which is a very good feature. You can set multiple link entries in the same banner for consumers to click to browse more information. This banner of ZNT displays three products A, B, and C. You can set corresponding product links in the product area and set up matching visual guidance behaviors; of course, the specifics must be based on the merchant’s own marketing strategy. The corresponding visual design is the best that suits you.
The setting of coupons is very necessary (it is more reasonable to carry out gradient design according to the price range of the store’s goods). The more common approach is to put the discount information as far forward as possible.
In addition, fan coupons are particularly critical, which are an important source of acquiring fans. Generally speaking, the threshold for fan coupons will be relatively low, and it is recommended to design corresponding visual guidance behaviors in stores, such as 2 yuan off for purchases over 10 yuan (the specific design is based on the merchant’s marketing strategy and product profit margin). This discount is huge and the most effective way to gain followers.
4. Category navigation
A reasonable decoration structure is the prerequisite. When consumers enter the store, they can clearly know what the main product types of the store are, and can easily browse and find themselves. products to know about. Each merchant has its own main products. Different industries have different navigations: the classified navigation designed by David Jones Paris merchants is displayed in the form of a combination of pictures and texts, so that consumers can intuitively see different classified products.
Category navigation design follows consumer habits. The important role of visual marketing is to guide consumer behavior. The premise of guidance must be to design according to consumer behavior, that is, to enhance consumer experience. For example, consumers are generally accustomed to reading from left to right. According to this logic, colors can also be used to guide consumers. O.TWO.O is designed based on the beauty category. The title “YOU'LL LOVE THIS” stands out. The key to copywriting design is to be appropriate and focused. It is best to be easy to understand. Try to avoid using abbreviations and personalized language. .
Category navigation is not just a product type classification that we simply understand. In fact, many big sellers will use classification design flexibly. The following classification forms can be used as a reference for seller friends: product type, age range, Price range, usage scenarios, user groups, etc.
5. Event information
Mom's best choice event banner emphasizes FOLLOW LIS. It is recommended that merchants reduce activity information and highlight one or two key activity information is the key. Event information must be intuitive and impactful to catch consumers’ attention. For example, how much money will be reduced during the event, and there will be no lower prices in the next six months, etc., use prominent color backgrounds and fonts to emphasize, and then use pattern elements to enhance the atmosphere. Even during the promotion period, posters can be made to emphasize top products, popular products, sales, number of orders, etc.; daily activities can highlight recently promoted products and display as much information and core selling points of this product as possible on the store page. Don’t emphasize other products in a large space, because the more event information and selling points conveyed, the more indifferent it will be to consumers. However, you can use matching auxiliary marketing to enhance the atmosphere, such as event deadline countdowns and guidance on how to receive coupons. wait.
6. Product layout
The product layout is neat and not cluttered. Visual marketing emphasizes the logic of typesetting and layout in each section. This is the key to enhancing customer experience and satisfaction. E-commerce store decoration will not bring traffic to merchants, but directly affects the conversion rate. Clear page layout and Visual guidance will increase consumers’ trust in brands and products. The layout of the product and the product data presented are the key to landing the product page.
Divide product sections by product category (see category navigation reference suggestions). ZANZEA Banner uses a combination of graphics and text in classified navigation to display product types. Product links are directly placed below. Pay attention to the characteristics of these products. The main image, price, number of reviews, ratings and other data information are all optimally presented. Therefore, it is recommended that merchants put the products with the best data, positive reviews, and most want consumers to see them on the product layout on the homepage. At the front, for example, products with the highest sales volume, the most reviews, high cost performance, new product promotions, hot-selling products, etc. This is a key technique to increase click-through rates and conversion rates.
What other products can be placed on the homepage layout? The default product sorting for store decoration includes several filtering dimensions such as personalization, total sales volume, new release time, number of reviews, discount rate, praise rate, etc. It is recommended that business friends make corresponding layouts and adjustments based on their own operational priorities.
7. Reference indicators
To judge whether the visual design of a store decoration is qualified, you can refer to these indicators: page views, number of favorites and purchases, conversion rate, click-through rate ( Provided there is exposure data), page views relate to the depth of access.
Normally speaking, the number of views is approximately equal to the depth of visits to the store. The higher the number of views, the greater the number of customers the store has. But don’t get entangled in this data. Store traffic and conversion rate is the key point, so merchants should still summarize and judge the store situation from the overall indicator data of the store.
To summarize, the store structure and homepage decoration design are determined based on the store’s market positioning. Different consumer groups and products determine different operating ideas. Only by accurately finding and studying the needs and characteristics of the consumer groups behind the products , can effectively improve the conversion rate; differentiation is the core of branding and marketing, and there are many forms of differentiation, such as price differentiation, product function differentiation, marketing strategy differentiation, visual presentation differentiation, etc.
Any excellent visual marketing is not the highlight of a single indicator, but the result of comprehensive combined marketing in all aspects.