30-second summary:
- While it has always been important to optimize PDPs, which serve as one of the main entry points to a site, it is a good time for online retailers to maximize the performance of traffic to these pages, ensuring high-intent visitors are able to find what they are looking for.
- Product recommendations are consistently used to surface relevant items for visitors on PDPs. However, brands can influence browsing even further by creating a richer recommendation experience.
- Sometimes, a shopper lands on a PDP via search and either finds the item doesn’t meet their original expectations or they’re interested in exploring other similar products. To best serve these visitors, brands should allow for easy navigation back to the product’s main category.
- To reduce the likelihood of a visitor bouncing from the site, brands should consider employing exit-intent popups.
- While many consumers are now stuck at home, they may still want to browse for products they’d be interested in purchasing in the future. A great way to incentivize these shoppers to come back to the site is by allowing them to add items to a wish list.
- The coronavirus outbreak has greatly impacted both consumers and the retailers doing their best to serve them. By optimizing these entry points, brands can not only better connect their search traffic with the products and information shoppers need, but also increase the likelihood of conversions.
Over the last few weeks, the coronavirus has triggered massive shifts in shopping behavior across affected regions, as many physical retail locations have begun operating under limited hours or have temporarily shut their doors.
Now largely reliant on ecommerce, consumers uncertain about the future are bulk-purchasing necessities and ordering otherwise non-standard items to make their extended periods at home feel more comfortable.