6 Techniques to Improve Visual Merchandising & Increase eCommerce Engagement

Effective visual merchandising enhances customer engagement and sales by making products more visually appealing and easier to find, which encourages exploration and purchases. This improved presentation can increase the time spent on pages, reduce bounce rates, and boost click-through rates, leading to higher conversions.

In fact, Blue Acorn iCi reported a 25% increase in time spent on product pages and a 20% increase in click-through rates following the introduction of high-quality images and videos. Additionally, a case study by Northbanks for Orelia showed that dynamic product displays and personalized recommendations led to increased brand exposure and sales.

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Key Elements of an Effective Visual Merchandising Strategy

• High-quality product imagery: High-quality images are crucial for showcasing products effectively. They provide clear, detailed views that help customers make informed purchase decisions, enhancing trust and engagement.
• Consistent branding: Consistent branding across all visual elements reinforces brand identity and trust. It includes using uniform logos, colors, fonts, and styles that align with your brand voice.
• User-friendly navigation: Intuitive and user-friendly navigation ensures customers can easily find what they are looking for, reducing frustration and improving the overall shopping experience. This includes clear menus, search functionality, and breadcrumb trails.
• Engaging & informative content: Content that engages and informs, such as detailed product descriptions, user reviews, and how-to guides, helps customers make informed decisions.
• Social proof: Incorporating social proof, such as customer reviews, ratings, and testimonials, builds trust and credibility. It leverages the experiences of other customers to reassure potential buyers about the quality and reliability of products.
• Clear calls-to-action (CTAs): Clear and compelling CTAs guide customers towards desired actions, such as adding products to the cart or signing up for newsletters.

» See these creative ways to display your eCommerce merchandise



1. Professional Product Photography

Professional product photography is the foundation of visual eCommerce merchandising as the superior quality enhances the visual appeal, making products look attractive and more reliable. Poor quality images are far less enticing and could signify poor quality products.

Additionally, professional product images are great for maintaining brand consistency. Great images across your site offer the perception that your brand is reliable and high quality.

» eCommerce merchandising is evolving: See how

How to Implement Professional Product Photography

While you do have the choice to hire a professional photographer to guarantee a successful shoot, those can be costly (sometimes upwards of $5,000). The good news is that you can decide much of the cost yourself and conduct your own photoshoots at home with a good camera.

Here's what you'll need:

• A camera: If you can afford it, a professional camera is the way to go. But if not, a smartphone camera with a few tweaks can also be a viable option.
• Lighting equipment: Professional photography lights are a great option, but you can also scale those down and use cheaper ring lights or similar alternatives.
• Editing software: Even professionals touch up photos with editing tools, so get comfortable with software like Adobe Photoshop or free tools like Canva.

» Keep up to date with these eCommerce merchandising trends

Nike



Apple



2. 360-Degree Product Views & Videos

360-degree product views and videos in eCommerce offer customers an immersive shopping experience, providing a more realistic and complete view of the product they're intending to purchase. This visual merchandising tactic allows customers to view products from all angles, reducing uncertainty and increasing purchase confidence.

» Consider emulating these omnichannel merchandising examples

How to Implement 360-Degree Product Views & Videos

Just like professional product photos, you have the option to hire a professional to organize 360-degree product views and videos, but you can also scale down the cost by doing some or all of the work yourself.

Here's what you'll need:

• A camera: Ideally, you'd want a specialized camera that can handle 360-degree views, but you can also use a regular camera and stitch the photos together with tools like Autodesk3DS.
• Software: Platforms like Sirv or Arqspin are great for creating 360-degree image and video integration.

» Work in fashion? Here's our guide to visual merchandising in fashion eCommerce

3. Color Psychology

Color psychology in eCommerce is understanding how colors influence customer behavior and emotions. Different colors evoke different feelings, so by carefully selecting colors for your website, product pages, and marketing materials, you can create a specific atmosphere and influence customer actions.

Additionally, great and consistent color usage can strengthen your brand identity and help customers recognize you amongst the competition.

» Here's how social media marketing drives consumer behavior

How to Implement Color Psychology

You don't need a professional to help you leverage color psychology on your site (but it could sure help!). Start with the basics:

• Red: Often associated with urgency, excitement, and passion, great for promotions and seasonal products.
• Blue: Commonly linked to trust, reliability, and calmness, great for highlighting customer reviews and testimonials.
• Green: Symbolizes growth, harmony, and nature, great for food and beverage brands that want to infer health and wellness.

Coca-Cola



Starbucks



4. Advanced Layout & Composition Techniques

Advanced layout and composition techniques in eCommerce web design involve strategically arranging visual elements to enhance user experience and drive sales. The right composition and layout not only makes your site more appealing but can also enhance site search and navigation.

» Take a look at these inspiring digital merchandising examples

How to Implement Advanced Layout and Composition Techniques

Every eCommerce store is unique so the best layout and composition choices for you will be different for every other store. That being said, here are the basic principles to keep in mind:

• White space: Effective use of negative space can improve readability and focus attention on key elements. Don't overload your site with walls of text and unnecessary images.
• Grid systems: Create visual harmony and balance through structured layouts, nesting groups under broader headings and hiding additional info unless users wish to see it.
• Hierarchy: Prioritize content elements based on importance using size, color, and placement.
• Visual flow: Guide the user's eye through the page using lines, shapes, and color. Consider using the rule of thirds by dividing your page into a 3x3 grid to place focal points strategically.
• Responsive design: Ensure your layouts adapt seamlessly to different screen sizes by optimizing your site for mobile content as well as desktop.

» Ensure your store is mobile-ready with these mobile eCommerce strategies

» Don't forget to enhance your eCommerce success with product data enrichment



5. Augmented Reality (AR) & Virtual Reality (VR)

Augmented reality (AR) and virtual reality (VR) are transforming eCommerce visual merchandising by offering immersive and interactive shopping experiences:

• Augmented reality (AR): Overlays digital information onto the real world. In eCommerce, it allows customers to visualize products in their own space, such as trying on clothing or seeing how furniture would look in a room.
• Virtual reality (VR): Creates an entirely immersive digital environment. In eCommerce, it can transport customers to virtual stores, allowing them to explore products in a 360-degree view and interact with them as if they were really there.

» Make sure you understand the difference between product search and product discovery

How to Implement AR and VR

Unfortunately, both AR and VR technologies are incredibly complicated and will generally require professional help that could cost tens of thousands of dollars or a working understanding of development tools like Unity.

However, there are some cheaper and simpler options available:

• Third-party platforms: If you use Shopify, then Shopify AR is a built-in app that can help you create basic AR experiences. Additionally, companies like Zakeke, Augment, and Threekit offer user-friendly tools for creating AR experiences without coding.
• WebAR: This service allows users to experience AR directly in their web browser without downloading an app, which can be a more accessible option for customers.



6. Animations and Interactive Elements

Having the right animations and interactive elements can transform your eCommerce store from static and dull to vibrant and immersive, enhancing the visual appeal, engagement, and overall user experience:

• Animations: These are moving graphics that can showcase product features, highlight important information, or create a visually appealing atmosphere. For instance, product animations can demonstrate how a product works or how it looks from different angles, similar to 360-degree product views.
• Interactive elements: These allow customers to directly engage with the product or website, such as customized product bundles, interactive quizzes, or hover effects that reveal additional product details.

» Enhance your store's search capabilities with visual search

» Not sure how to test your website? Consider using Google Gemini

Bonus Tips for Meeting Consumer Expectations

As eCommerce is evolving, so are customer expectations regarding your brand and product quality. Aside from the specific merchandising techniques listed above, consider the following:

• Personalization: Consumers increasingly expect personalized shopping experiences that cater to their individual preferences and behaviors. Businesses can stay ahead by leveraging AI and machine learning to analyze user data and deliver personalized content, product recommendations, and personalized pricing.
• Sustainability and ethical practices: Modern consumers are increasingly concerned about sustainability and ethical practices. They expect brands to be transparent about their sourcing, production processes, and environmental impact. Businesses can meet these expectations by adopting eco-friendly practices, showcasing their sustainability efforts, and ensuring ethical supply chains. Communicating these initiatives effectively through visual merchandising can build trust and loyalty.

» Here are some eCommerce personalization strategies to get you started

Optimize Your Visual Merchandising the Fast Way

It's clear that visual merchandising is essential for helping your brand stand out amongst the competition and ensuring customer satisfaction, but it doesn't have to be an over-the-top process with complex integrations. Micro-interactions like as subtle animations when hovering over a product or small visual cues during the checkout process can significantly enhance the user experience by providing feedback and guiding actions intuitively.

Additionally, you don't have to figure out these effective merchandising techniques on your own. There are plenty of automated tools that use AI to manage the process for you.

» Ready to get started? Learn more about our eCommerce merchandising tool