Create a captivating homepage experience using your catalogs
Your homepage is the window to your store. It's the place where many shoppers start their browsing journey. However, in most cases, it's also the place where it ends. The average online store sees a bounce rate of around 46%. To reduce that, you need to offer an inviting insight into your brand and your products and provide a logical next step in the shopping journey. If you create online catalogs, you're already one step ahead. They're a recognizable format that appeals to browsing shoppers. To help you get started, we've put together three tactics that focus on using your online catalogs to improve your homepage experience, reduce your bounce rate and increase sales.
1
Use the familiar catalog format
2
Create habits with a recognisable catalog icon
3
Promote across other homepage marketing channels
1: Instant inspiration in the hero banner
The hero banner creates the first impression of your brand and products. So, it needs to attract as many browsing shoppers as possible and convince them to stay.
Promoting your catalog within the hero banner immediately grabs attention. Shoppers will recognize the catalog format, making them more inclined to click. By creating an intuitive and engaging catalog experience, you'll entice shoppers further along the shopping journey, encouraging them to stay.
Home and DIY store XL-BYG promotes its catalog within the hero banner. Shoppers have an immediate channel to browse products and check out its latest deals.
2: Appeal to first-time and returning shoppers with a catalog icon
If your hero banner is used for other tactics, consider adding a catalog icon just below. This will make it clear to first-time visitors that there's a catalog they can browse. By permanently fixing that icon to your homepage, it also appeals to returning shoppers as they'll know exactly where to go to see your catalogs. An icon can be used to link either directly to a catalog, or a landing page with your latest catalogs.
A landing page dedicated to your catalogs can service many of your marketing tactics. From paid tactics and newsletters to social media and website pages. Directing visitors to a selection of your catalogs appeals to multiple interests. With a range of catalogs available, the shopper can decide where to start their shopping journey.
Global retailer JYSK has a dedicated landing page for all its current catalogs that's instantly accessible from the homepage. Shoppers may remember their interaction with the catalog icon and adopt the habit of returning.
3: Use catalogs as a conversion point to stay top of mind
The flexibility of your catalog means it can be used alongside any of your on-page marketing tactics such as pop-ups, product recommendations or Display banners. If you're running a specific product range campaign, make sure you give shoppers the option to explore those products and more, in your catalog.
When you consider the next step of your shopper's journey funnel, don't just assume they'll know what to do next. Whilst your goal is getting the sale, shoppers may need a little more browsing time or information before they reach that step. By using your catalog within your other homepage marketing tactics, you'll always have that reliable browsing format on offer.
European drug store chain Rossmann has a CTA link to its catalog within its Display banner to keep shoppers engaged in its content.
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