4 Ways To Drive Kitchen Shoppers To Conversion
Today it is more important than ever to recognize that mobile has redefined the consumer journey for shoppers. With so many options to consider, consumers turn to their mobile devices for inspiration, product details and reviews from their peers. In fact, 34% of online retail purchases now happen on a mobile device.1
But brands can fall flat if they’re not delivering the right content at the right time, and a great example of this is in the kitchen and bath design category. As a shopper agency with clients in the home and building industry, hfa has practical advice for businesses looking to enhance consumers’ shopping experience.
WHAT TO CONSIDER
Websites such as Pinterest and Houzz and television networks such as DIY have made it easy for consumers to stay on top of the latest trends, especially in the kitchen. Due to the variety of product options and the amount of information at their fingertips, consumers have developed a short-term design mindset; they’re now making tweaks and adjustments to their kitchens’ design every 2-3 years instead of every 10-20 years.
The DIY Evolution
Many home and building brands are manufacturing products that are designed with the DIY audience in mind. These brands leverage influencers, social media and even product packaging to communicate ease of installation. The more content you create around your products’ functionality, the more likely the consumer will continue down the purchase funnel.
Quality Over Quantity
From cabinet finishes and door styles to tile, appliances and flooring, consumers are faced with virtually endless choices when it comes to purchasing kitchen products. In this digital age, simply having an online presence isn’t enough; brands must stand out among the clutter and show consumers how their products come to life in the home.
This is especially relevant for brands that are manufacturing smart home technology, a new trend in kitchen design. Consumers need to see just how a voice-activated faucet will make life easier in the kitchen. Not only is functionality a must-see, but so is the overall aesthetic. Seeing the product in context can greatly influence a shopper’s purchasing decision.
The Importance of a Good User Experience
A shopper visits your site, gains knowledge and value and is inspired enough to move from the consideration phase to the purchase phase. This is when everything that’s rolled into the ecommerce section of your site matters. A good user experience will make it very easy for shoppers to find the products they search for as well as related alternatives. Product descriptions should be unique and informative with features and benefits that entice the shopper to follow through with the purchase.
Ecommerce sites lose almost half of their potential sales because users cannot use the site. In other words, with better usability, the average site could increase its current sales by 79%.2 With the right combination of usability, creative design, writing, psychology and metrics and a strong brand, you can create an experience through which your customers learn to trust you.
At one point or another, consumers are using their mobile devices to make a purchase decision, so home and building brands — particularly in the kitchen category — must be present and useful for an effective, memorable shopper experience. With a carefully crafted digital strategy, you can send relevant messages at the right times.
For example, hfa creates social content for KraftMaid Cabinetry, including monthly blog posts that provide readers with design inspiration for their kitchens. Not only is this content shared on Facebook, but it’s also linked on Houzz, Pinterest and Instagram, targeting consumers who are browsing on their mobile devices. This is just one of many ways brands can reach shoppers when they’re most receptive.
1 Google Analytics, retailer aggregated data, U.S., Mar. 2016.
2 Nielsen Norman Group