No matter how excellent the advice of your product finder is, it needs to be seen and used to make a real impact on your online store. That's why it's extremely important to draw attention to your guided selling apps in all the right places. This is how you ensure you will actually reach every customer in doubt on your website.
Curious whether your product finder is getting enough exposure? This article explains you how to analyse your current exposure and if you are performing well compared to our benchmarks.
These are the do's & don'ts we would like you to keep into account when placing the product finder on your website:
1. Embed your product finder on multiple pages
Hesitant customers can be found all over your website - and certainly not just on the category page or lister page.
We recommend the following placements at minimum:
The category page or product lister page (PLP)
Relevant (sub)category pages
The product detail page (PDP) - this is why this placement is so important!
SEO pages / blogs with content about the relevant products
But there are many more possibilities. In this article, we share 9 placements to let your product finder shine (bright).
Are you ready to place the app on your website? In the Embed section in Aiden, you'll get instant advice of the most suitable embed type per page.
2. Use an eye-catching and strong CTA (call-to-action)
Integrating the app at multiple pages is great, but it needs to stand out to actually be used. These are our most important tips:
DO'S ✅
Add context to the CTA
Unfortunately, not everyone knows what a product finder is (💔). Therefore, add a bit of explanation to the call-to-action; think of it as a kind of proposition of the app. This can be a simple sentence like "Need help choosing a [product]? Launch the [product] finder!"
In addition, it may also pay off to manage the customer's expectations in advance by explaining what the product finder entails. For example: "[Choosing a product name]? Answer a few questions and find the perfect [product name] for your situation".
By adding context, you specifically address hesitant visitors in a targeted way and create a clear expectation of what using the product finder entails (you will answer their questions).
These are two (Dutch) examples of very strong CTAs:
A CTA without any context does not immediately appeal to a hesitant shopper. After all, they won't know if a click on this button is going to help them. This results in a lower start rate.
This is an example of a CTA without any context:
Use an eye-catching button
It's simple: a product finder that stands out will be used more. So use an eye-catching color for the CTA.
For example, this CTA button stands out well:
While this CTA is hard to distinguish from its surroundings:
On a category page, avoid placing the CTA button in a ‘show more’ collapsible component:
Also place the CTA further down on the PLP
Many PLP-visitors start by scrolling. To reach them, place the CTA as a banner between the products, or e.g. as a replacement for +/- the 9th product block.
DON'TS ❌
Avoid banners that look like advertising
Banners are often used to catch a customer's attention, but can quickly backfire. That's because a banner often looks like and advertisement and customers therefore unconsciously overlook the banner.
These are two examples of 'banner blindness' leading to low start rates:
If you do want to use a banner, make sure it is neatly designed to draw attention:
Avoid multiple CTAs underneath or next to each other.
A customer gets distracted if you place multiple buttons or call-to-actions right next to each other. Definitely try to avoid that.
An example of two CTAs that are quite similar, which can confuse the customer:
