How To Merchandise Your Website To Improve Conversion

Online merchandising covers a wide range of tasks, which can vary depending on the business. It might involve simply making sure the products customers want are in stock. Or it could be as complex as analysing how customers behave on the website to ensure they have a smooth experience from browsing to checkout. While the former is more related to supply chain responsibilities, it still impacts how you merchandise online. In this blog, I’ll cover a very high overview of the latter.

Data is crucial for a merchandiser’s role. Without it, you’re set up to fail. You need to know where users enter the site, where they go, and where they leave, at the very least. Thankfully, there are tools available to provide this information. But it’s essential to know exactly what data you need before you start looking.

The more data you have, the better you can understand the customer journey on your site. One key aspect is understanding entry pages:

Entry Pages:

These are the pages users start their journey on. For most businesses, it’s the homepage, but it could be other pages like categories or product pages depending on how users arrive. Knowing which pages are most common entry points and how users get there helps prioritise improvements, making sure they meet customer expectations.

Navigational Journey Mapping:

Some tools provide journey funnels, showing where visitors enter, where they go, and if they convert. This helps identify visitor behaviour, such as smooth journeys leading to conversions or potential issues like excessive page views or failed searches. By analysing this data, you can make the journey as smooth as possible, reducing friction points and improving the overall customer experience.

There’s so much more that a merchandiser will need to consider when aiming to increase conversion. From stock availability, price, poor quality content and ultimately having a poor user experience. If you’d like to know more contact me via email at josmithtoday@gmail.com.