Just like in a physical store, it’s important to merchandise your navigation pages with information about what products are on sale, the promotions you’re running, what items are marked for clearance, and any other specials that you’re offering. There are a few ways to showcase this information – refinements, banners, and specialized landing pages are a few examples. Below are a couple tips to get you started.
1. Have merchandising-specific refinements — Refinements don’t have to be limited to product details. Visitors want to know what sales items, special offers, bundles and clearance items, you’re offering. Allowing them to refine by these factors is a great way to improve the usability of your site, and guide visitors to items you are promoting, while improving conversion potential.
2. Rank the products in a way that makes sense for your business — Many companies choose to order their products by popularity. This minimizes the amount of clicks people will typically make to get to the products they’re looking for. Consider also showing your highest margin products first, or the ones you have excess stock for.
You can separate the results into “items on special promotion” and “most popular items” for example, or show all items in the same results list, but with the top 5 items in excess stock first followed by the most popular items. We occasionally encounter websites that rank their products alphabetically by default. This is almost always a non-optimal way to rank your products, although it is sometimes a useful sort option.
For more tips, download the full ebook – Big Book of Navigation Tips.