In recent years, e-commerce has accounted for a rapidly-growing percentage of furniture sales. While sales at brick and mortar stores rose 13.8 percent between 2009 and 2015, online sales increased by an astonishing 168 percent.
Even so, the online furniture sector makes up little more than 5 percent of total e-commerce sales, and Furniture Today recently found that 70 percent of furniture companies have not yet launched meaningful e-commerce efforts. A plethora of growth opportunities await furniture retailers that make the most of e-commerce sales.
Here are a few ways that companies can optimize their websites:
Present a Value Proposition
A value proposition conveys to consumers exactly what a company is selling, how the product will serve them, and why shoppers should choose it over competing alternatives. It is especially important for furniture retailers to promote their products with a clear, strong value proposition in the world of e-commerce, where shoppers need only hit the back button on their web browsers to explore other options.
Businesses create online value propositions with the words and images they choose to include on their websites. Ideally, a customer visiting an online furniture retailer would encounter bold, concise statements and images that offer a clear idea of the style, price point, and variety of products that the company sells.
Retailers also offer value propositions through the individual descriptions of products listed on their websites. In writing these descriptions, furniture professionals should strive to include only the most relevant information, carefully considering the kinds of details that customers are actually seeking before making a purchase.
Make the Most of Images
Product pictures play an integral role in most online shopping experiences. Consumers generally prefer to see what they’re buying, and this is especially true when they are purchasing items to furnish their homes. Therefore, it is important for furniture retailers to consider more than the mere inclusion of images on their websites. Rather, they must think carefully about the size, location, and quality of the pictures that they present.
A case study conducted by Visual Website Optimizer demonstrated that brands can improve their conversion rates by increasing the size of the images on their e-commerce platforms. In a separate experiment, a retailer increased search bar conversions by 100 percent by adding drop-down images to the search function. This demonstrates that, by envisioning how images fit into the overall online customer journey, furniture retailers can use product images to create a stronger value proposition and increase the likelihood of online sales.
Furniture retailers should also ensure that their product images are of a high enough quality to accurately convey the colors, textures, and other unique features of their pieces. Additionally, providing pictures of furniture in use or as a part of a larger room ensemble can serve to provide a more robust value proposition and spark the imaginations of potential customers.
Create a Personalized User Experience
In the era of e-commerce, consumers are accustomed to quick, convenient, and customized service. By meeting and even exceeding customers’ expectations for a personalized and innovative online shopping experience, furniture retailers can keep up with the competition and encourage shoppers to return to their websites time and time again.
Automated website features that save lists of viewed products, offer personalized suggestions, and otherwise fine-tune the shopping experience for each individual consumer can greatly enhance retail websites. Furniture companies may also consider personalizing their online retail experiences based on geography.
Companies with multiple locations can include features to automatically display the contact information of the stores nearest to website visitors. Options that allow shoppers check the product inventory at local stores can add further value to the omni-channel shopping experience
Take Advantage of Data Analytics
E-commerce provides robust information on customers and their shopping habits. This allows companies to create products and promotional strategies that better meet consumers’ needs and preferences. It is important for furniture companies to closely track website traffic and conversion data, including the amount of time shoppers are spending on specific pages, which links are attracting the most attention, and the website features most and least likely to convert clicks to sales.
Businesses should consistently strive to improve their online experiences, frequently testing how design enhancements impact website conversion and investigating customers’ buying habits. They may then leverage these insights to improve customer engagement and encourage further sales through more intuitive marketing efforts.
For example, a furniture company’s sales data might indicate that shoppers who purchase beds are extremely likely to buy other items for their bedrooms. Rather than squandering a promotional opportunity by continuing to advertise beds to these consumers, the company might choose to adjust its targeted advertising strategies to display promotions for dressers, lamps, night stands, and other bedroom décor.
Adopt a Consistent Design Strategy
Being aware of a few simple design principles can help furniture business leaders create a more aesthetically-pleasing and engaging e-commerce platform. The presence of a clear visual hierarchy – a color palette used to differentiate different website elements – will make it far easier for customers to navigate the website while drawing their attention to its most important aspects. A visual hierarchy should include colors for the website background, base text, and accent text. In this way, companies can use color accents to draw attention to calls to action and hyperlinks.
When developing an e-commerce platform, furniture leaders should also remember Fitt’s law, which states that larger items are more likely to catch the eye and attract clicks. Companies should ensure that the most vital information on their websites contrasts with the rest of the page in both size and color. At the same time, they should tone down the appearance of words and images that are irrelevant to consumers or do not help to generate sales.