In the initial stages of setting up an online store, you’ll spend time honing your brand design and webpage layout to create a professional, memorable visual identity.
That’s not the end of your visual curation, though. Over time, you should be prepared to change your look to reflect the expectations of your target demographic. This post will show you how to tailor your brand identity to appeal to your customer base.
There are three steps to follow when you begin the journey to hone your brand identity. They are as follows:
- Customer Analysis
- Market Research
What you’re aiming for is the slick, modern presentation of your products in a way that will achieve two crucial objectives. You’ll encourage click-through purchasing, and you’ll seduce new customers to return to your store again and again.
Here’s a detailed walk-through of the process you’ll go through to perfect your store’s usability.
“If you’re competitor-focused, you have to wait until there is a competitor doing something. Being customer-focused allows you to be more pioneering”-Jeff Bezos, Founder of Amazon.com
To appeal to your customers, you need to know your customers. You need to know who you’re selling to, and what they expect from an online store. There’s no better way to understand your consumer base than to get down and dirty with your data. You’re aiming to answer the following questions:
- How do customers arrive at my store?
- Who browses my store?
- Which visitors make purchases at my store?
Ultimately, the question is: who are you trying to seduce into making a purchase and returning to your site?
Sales trend analysis provides the answer. You’ll need to analyze sales on a granular level or look at the big picture to understand the browsing and spending habits of web users who visit your site. Shopify experts can help provide important insights to help your eCommerce business grow.
All online stores enjoy some form of eCommerce analysis platform. If you’re hungry for more data, consider investing in modern, user-friendly sales analysis systems. They do the legwork, leaving you with a thorough breakdown of who your customers truly are.
Now you know who your target demographic is. It’s time to work on how to reel them in. This goal achieved primarily through market research. Try to understand the design and presentation trends that work, and those that your demographic is mostly used for viewing.
Let’s take a working example:
You own a women’s clothing store, and you’re attracting custom from affluent young shoppers. They’re used to shopping on interactive, well-presented websites with as little complication as possible between viewing and selling.
These shoppers will respond to websites that are furnished with the kinds of features they’re used to using elsewhere. These features will include:
- High-resolution photos with the ability to zoom
- A simple, well-written summary of the product
- Drop-down options for size and color
- Tessellated, easy-scroll viewing options
Competitors’sites may boast all of these features – or none of them. What’s important for your store is that you offer the most up-to-date user options to make shopping on your website a breeze. This is an area in which a Shopify website developer will be able to help you achieve your goals.
That leads us nicely to the implementation stage. It can be separated into the actualization of your altered design and layout, and the subsequent analysis of sales and traffic benefits you accrue.
With the help of a Shopify developer, you’ll be able to enact the changes to make your store’s design more seductive. That’s in terms of the code that leads the customer through your products towards purchasing.
You may, however, decide to purchase a professional camera or hire a photographer to up the quality of your display pictures. Items such as power tools generally don’t require detailed photographs. Fashion items and accessories should certainly be presented as accurately as possible. Better photos are more likely to seduce customers to purchase.
The wonderful thing about making changes to your website is that you are able to watch, in real time, the effects they have on your traffic and sales.
This is a crucial final step and one which is at the core of responsive webpage design. You’ll know quickly whether your changes have made an impact. If so, you may be able to tweak things further to capitalize on the added benefits you’ve created.
A final piece of advice when it comes to tinkering with your online store: know when to stop. Repeat customers are going to be dismayed to find your site’s layout changing when they come to browse further products. Once you’ve found a larger structure and page layout that works, try not to mess with it as you will alienate your core customer base.
Nevertheless, finding a balance between constant adjustments and inflexibility is the best strategy. Consumers do enjoy productive and user-friendly innovation. They enjoy better and brighter product photographs and better-written copy. Just ensure that you’re not implementing change in a way that your customers find off-putting, and you’ll be successfully building your seductive online store.
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