Holidays aren't complete without a gift guide from your favorite retailer. Here’s the thought process behind these guides and why they are so important to the consumer for the holiday seasons. First this guide is compiled of 4 main sections that were built to retain customers on the custom landing page.
section one is built for the scrappy saving people that like to buy gifts at a price point. Or they are the customer that can’t figure out what to buy for a friend so they just click all over the place. Beacause of the way this page is laid out section one either gets no clicks or the most clicks. Thats just what happens.
Section two is a few rows of featured products, when it came down to analyzing the stats of this page after it was in use we found that people clicked on the first section, skipped this section and continued shopping the 3rd and 4th sections. Did they read into our lie that we bought too heavy into these products? Were they too high of a price point? Or should we have shown pricing? The results are inconclusive but average order value was up year over year so we had to have been doing something right.
Section three consisted of the hand picked gifts which when we pulled results it was the highest engaged section on the page. It’s humorous to me because most of my colleagues predicted that the highest clicked section would be the first (price buckets) because it was at the top of the page and above the fold. Depending on the site, yes, this is true, there is a fold. But because our site is dealing with a younger demographic that knows how to use the internet we see them as visual consumers therefore are pre-trained to already know how to scroll. With different sites you get a fall off scroll page rate somewhere around 1800px. Usually this is where people are either bored or more importantly, you’re not giving them an visual indication to scroll.
Finally, there is section four and how I like to refer to it as “the catch all link bucket”. As much as a visual nightmare this is... it performs ridiculously well. Most customers click on products that interest them in the above sections but when there is no interest, the link farm is the end of the line indicates the page end and if you didn’t see what you liked then maybe you should click. It’s another way of regurgitating the site navigation on the page for a chance of convincing the buyer that there more to look at.