Impact of Virtual Aesthetics on Sales
Above: Only Hearts.
“Web layout and design is quite similar to merchandising, as you are visually guiding your customer throughout the site. Presentation plays a big role.” – Joy Menon, Merchandising Eye.
by Joy Menon, founder of MerchandisingEye.com
An extensive background in luxury retail has certainly shown me the importance of visual impact. However, visual impact is essential regardless of your product’s price point. I notice quite often that the brick and mortar visual experience is not aligned with the online version. Other times, both experiences are in need of visual interest to engage the customer and reinforce the brand.
Below are some key factors to keep in mind with your brand’s online presence to assure your customer is engaged, your brand remains elevated, and your first impression is impactful:
1. Communication: Be clear on your home page.
What are you selling?
How is your brand being represented?
Does it look professional?
The goal is to impact your client as soon as the landing page comes up.
Amateur looking artwork, photography and font usage will likely harm that first impression, by making it look unprofessional and having your client thinking the same way about your product and brand. Your client should also have a clear message on where to go next. Pay close attention to excessive text, color and clutter which can be distracting and confusing. The process to browse your collection and checkout to pay should be quick and effective.
2. Story Telling: We are selling a fantasy, a story and an emotion.
Above: the Bella Bella Boutique Blog.
“Transmit passion and excitement to your consumer and they will feel it too.”
Communicating that is essential, visually and with the right wording for each product. This is the perfect opportunity to set the stage for your product, while engaging and connecting with your customer, so they fall in love with what you are selling. Note that whatever tone you use to tell your story will psychologically reflect your brand and its culture in your client’s mind. Story telling is also a great opportunity to communicate your brand’s background and inspiration. Transmit passion and excitement to your consumer and they will feel it too.
3. Visual Elements: Think more images and less text.
Above: Sugarcookies NYC.
Are you using high quality images to support your brand?
Would you immediately gravitate towards your product, if presented visually?
Low quality images, visual clutter, as well as lack of visual flow and consistency can distract your consumer and ultimately look unprofessional, while making the product visually lose its value. It also may hint to the consumer that the brand is outdated. Pay close attention to the look and feel of these images, as well as how they relate to each other. Present your product the best way possible, whether it’s on a model or on its own. Effective merchandising is vital.
Web layout and design is quite similar to merchandising, as you are visually guiding your customer throughout the site. Presentation plays a big role.
The key message to take from this article is that paying close attentions to small details can translate into big sales. Your brand’s virtual experience should be enjoyable and stress-free for your client.
We hope this advice has been helpful and we would love to hear from you.
What qualities do you feel are essential for a website to encourage you to purchase?
What actionable strategies are you implementing after reading this article?
Let us know your thoughts in the comments below.
About The Author
Joy Menon is the founder of merchandisingeye.com and a regular Retail Advice contributor to the Lingerie Journal.
- Email: joy[AT]thelingeriejournal.com