The Appeal Of A Brand Is Association
Whether we like to admit it or not, we are all influenced by brands. When we engage with a brand because of what it stands for, it becomes an expression of how we see ourselves or wish to be seen by others. Few brands achieve this status. A good example would be Ralph Lauren, often considered to be the most successful lifestyle brand in the world. The 'man-on-horse' logo is instantly recognisable, is symbolic of classic American style, and has been adopted the world over.
Many customers, when visiting an e-commerce website, may not have any particular products in mind that they wish to buy. However, they may have preference for certain brands whose product range they wish to browse. Making it really simple for your brand loyal website visitors to navigate straight through to a page full of their preferred brand's products is essential to retain their eyeballs on your site and not head back to Google to find an alternative ecommerce website that will serve it up to them on a plate. Therefore, setting up a user-friendly brand navigation is hugely important when optimising your ecommerce website to achieve higher conversion rates and increased basket values.
Metakinetic's ecommerce solutions, help retailers achieve the all-important brand navigation in a number of ways:
- Firstly, all brands created in MetaCommerce can be displayed at the bottom of every page on the website. Adding brand logos is easily done at the initial 'brand creation' stage. These logos are an important visual reference as they will instantly grab the attention of your website visitors who will be on the lookout for evidence that you stock the brand they are looking for.
- Secondly, MetaCommerce offers a brand dropdown menu which is displayed on the homepage. This list can display selected brands or all of the brands you sell on your ecommerce site. This is setup by checking the 'use brand in template' box at the 'brand creation' stage or 'edit brand' stage. You can use this to refine your brand strategy, choosing to display all of the brands you stock, only your most popular brands or even just your most profitable brands. If you don't know which of the brands you sell is the most popular, the Ecommerce Analytics section in MetaCommerce can help you find out.
- The final way in which you can use brands to help boost ecommerce performance is in the search bar. Many online shoppers choose to simply search for their preferred brand, rather than using the ecommerce navigation. MetaCommerce's built in search facility allows you to associate selected products or groups of products to a certain search term, which means that, depending on your ecommerce strategy, either a full or selected product range will appear after the customer searches for the brand. So, regardless of whether you use MetaCommerce, or other ecommerce software, it's really important to make the most of your ecommerce solution in order to drive, engage and convert those brand-loyal or brand-conscious consumers and use MetaCommerce to cater to their needs.
Your ecommerce agency should be able to work through your website analytics to glean valuable information about the way that your website visitors browse, search and buy, in order to refine and improve your ecommerce site performance. It's all about on-going improvement, just because it works today, doesn't mean it will work tomorrow. Retain a competitive advantage by treating your ecommerce site as you would a physical store - regularly change the window display, introduce new stock and give it a revamp once in a while!