When designing your store navigation [customer journey], always make sure to follow the rule of 3 clicks - there should be maximum 3 clicks from the homepage to the checkout page.
How can you do it?
Simplify the navigation, and display all the products at once people click the ‘Shop’ link. You can then give your visitors an option to see specific color, design or style, if customer needed. But, don’t ask a customer to click on a collection, then on a sub-collection, and then on another sub-sub-collection to get to your products.
3 clicks rule will help you boost sales and your conversion rate.
Another thing that was letting this particular store down was a poor content marketing strategy. They were selling actually awesome phone cases, yet the homepage and the dreaded collection page looked nothing like the products.
The pages were grey and business-like, while the phone cases were colorful, fun and absolutely amazing. Never make this mistake; in retail, and running a successful business, you are the one to shout from the rooftops how good your product is!
Don’t play the humble game when promoting your content - you have to show the best designs on your homepage, in the marketing materials, on social media and anywhere else!
Need to know if you are making the same mistake with your store?
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Freelance Content Strategist. Helping brands find a right voice, one story at a time. Passionate about animal onesies, meaningful conversations and well-spoken people
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