In the current climate, one of the biggest growth areas in shopping and eCommerce has to be Direct to Consumer brand-building. Several D2C brands have, in recent times, taken over and surged past well-established names in the business by taking their products directly to consumers, without the traditional middle-man playing any role at all.
The reasons behind D2C making it big are many – greater control over brand reputation, more freedom in terms of market strategies and sales tactics and the opportunity of reaching out to consumers through story-telling. The DTC approach has an easy appeal and outperforms its competitors in retail with much higher-growth in much lesser time.
Therefore, what is most important is that your brand can tell a compelling and unifying story to potential consumers for community-building and lead generation. This seamless user journey can be taken care of by creating a brand-oriented yet customer-centric website.
Research by Capgemini shows that 70% of consumers, after connecting emotionally with brands they are loyal to, end up spending up to two times or more purchasing them from them. Therefore, the key to a D2C eCommerce website’s success is in building a rich brand experience through its design.
The primary goal of an eCommerce website, unlike other websites such as blogs or portfolios, is to get people to buy their products. However, you can take inspiration from these other websites to create a precise brand story and intrigue your website visitors.
Every business venture has a story behind it, and sharing it can be key to establishing a connection with your consumers directly. The website should also be able to highlight your brand’s values and goals.
Perhaps you believe every body type is beautiful, or maybe place ethics before everything else. You have probably strived to render quality products no matter what, or perhaps initiated a program for a social cause. Your idea behind the brand might be a journey in itself that can help the brand connect with visitors emotionally. Whatever your story is, let the consumer read it and see it through your common connection – your brand’s website.
Instead of looking like a monotonous shopping window, your eCommerce websites need to communicate with the consumer directly. Different segments can feature different collections based on what the consumer might find thrilling – a current trend, a look-book, a celebrity recommendation, a special occasion and so on!
Editorial pieces and media-rich content marketing with a sharp but relevant message can work the trick. Your website can have snippets, catchy one-liners and smartly-placed graphic elements to lure the visitors to offers, products and pages. The idea is to make the consumer feel like you have so much to offer, so they keep coming back again and again to discover something new each time.
Your homepage design must be able to reflect the emotion of your brand and the context of its products seamlessly. Your product display design could echo what your brand signifies – minimalism, colours, youth, nature, peace of mind and so on. That is to say, your website aesthetic and design must resonate with your brand’s identity and give the user a unique vibe that they do not get anywhere else.
However, refrain from cluttering your homepage for the sake of catering to a large audience pool. Instead, you can personalize the homepage for users, based on the data they share. An effective web designer can help you leverage technology to design homepages that display targeted products and offers to visit consumers, thus helping reduce clutter and irrelevance.
Also, minimalism can help in such a case. Surveys have shown that those who sampled a smaller range completed 27% more purchases than those who browsed a larger range of products. This minimalism must also reflect in your check-out process which, if not designed well, can prevent customers from completing the purchase. Try to maintain continuity between product-listing pages (PLP) and product-detail pages (PDP). Maintain selected choices as a consumer moves from PLP to PDP. Allow customers to directly add items to the cart from the PLP, and so on.
What is of utmost importance is that you maintain consistency in terms of visual elements across all channels of communication with the consumer – website, social media pages, advertisements and so on. This not just helps consumers identify better with your brand but also makes the customer’s journey more continuous and composite.
There are several aspects to this – colours, typography, style, photograph backgrounds and shot angles for products, format for product details, guidelines, copies and so on. Ensure that your website is using only high-quality images because the consumer would want to take a good look at it before buying. Poor quality images or bad angles make the product look less credible.
Let’s say a clothing item would need a close-up shot to enable the consumer to understand its texture, weight and fabric type. A piece of furniture, on the other hand, would require a wider-angle view to see how it looks in a room, or with other similar-styled furniture. These are the minute details you need to go into to ensure your brand is nailing the D2C concept.
When it comes to DTC brand building, you must make every effort to win over the consumer through points of communication like your website. This is why we ensure that your brand’s website is both technologically equipped and functionally rich. We place user experience needs at the fore and assist the customer from discovery to purchase seamlessly while talking to them about your brand every step of the way.