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Displaying Your Products to Increase Sales

The first order of any business is to make money, and there are a lot of ways to draw your customers into your business. We have talked about advertising previously, and more than once in ="">different ways.

However, once your buyers are in your store, be it online or in the real world, you need to figure out how best to keep them there, and how to get them to make purchases.

Now, it does not matter if you have an online store, a brick and mortar business, or both; the way you display your products, and your shop itself, is important to get not just initial customers, but repeat business. Your displays are more than just letting people know what you have, the way you choose to display your products could mean the difference between making sales and losing potential customers.

When it comes to displaying your business there are things you both want to work towards and avoid to try and gain and retain customers.
  • Placement of your products
    • When it comes to both online stores and physical ones you want to make sure your products are easy to access. If they are hard to get to, some people will just give up.
      • If you are selling your products online, do not make your potential buyers go through multiple pages to get to a product you display on a different page.
        • For example, if you have a general sales page, do not have a link for a product that goes to a secondary sales page, that then has yet another link that needs to be clicked on just to reach the actual sales page for that one product, so it can be added the online cart. Because after that your buyers would then need to back out of multiple pages to continue shopping.
        • Another one, which is very popular is to make a long form web page, where a buyer needs to scroll through tons of information just to reach the buttons to make a purchase.
        • Something else to go with this, do not make your purchase button difficult to find by making it look like something else. At least one picture of your products should be on the page, but it should not be the purchase button.
      • Likewise, if you have a physical location do not put products you are looking to sell in hard to reach places, or have an odd setup to where products are. If your buyers need to walk around a maze in your store just to find the product(s) they are looking for they are going to get annoyed and may just decide to go elsewhere.
      • And while it may seem counter-intuitive to follow that up with this, do not clutter your products in one place.
        • For an online store, too many products on a single page gets to be more of a problem. Your buyers should be able to easily find your products, but if you have fifty products on a single page it gets to be a bit much to go through.
        • For a brick and mortar store, make sure not to over clutter your shelves. You do not want too many products on one shelf, nor do you want a single product that is stocked on that shelf to the point where they are almost falling off; your customers should not be worried about knocking your products all over the floor.
          • Your products should also all be easy to see, if you over stock different products, so people have to pull some out to get a good look, that is a problem.
    • Drawing customers to your products
      • Color and lighting are important to how people view your products. You want to make sure they match-up with the rest of your store.
        • For your online shop you want to make sure you do not have an off putting color scheme.
          • A purple background with green text might be fine if you are selling to fans of the Joker, but the average buyer is going to find the page hard on the eyes, and are going to go to another site to make a purchase.
          • Different colors can help draw your buyers eyes to important details, or the purchase buttons.
        • In your physical store you want your products to be well lit.
          • Make sure your products can be easily viewed by your buyers but making sure there is enough light, or if the product is something that needs darkness, make sure the space is dark enough for buyers to see the product in use.
          • If your product is glossy and will produce a glare with lights shining on them, try and use a softer light, or frosted bulbs, glass coverings to being the glare down.
          • Do not over do it, you do not need large signs with arrows pointing to big products, or sales.
        • Do not over stock your items.
          • While you do want to make sure people see your products and understand them, you do not want to take it too far.
            • Online you want to make sure that the description of a product is brief and too the point.
              • For this take a cue from Amazon, list the important information with a purchase button and further down on the page you can include more details about the product. And if you do want a long form page, do this at the top, you can always include a second purchase button at the bottom.
          • For this take a cue from Amazon, list the important information with a purchase button and further down on the page you can include more details about the product. And if you do want a long form page, do this at the top, you can always include a second purchase button at the bottom.
            • For your online sales page, do not have auto-playing videos or music setup. Maybe people want to make a purchase, maybe they want to read the extra information you have without having to pause/stop your video/music that is playing over their own.
            • In your brick and mortar business, make sure your salespeople are not hounding potential buyers when they first get there. Be around if they need help, but do not run up the moment the come in.

        Keep in mind that while the above are some good guidelines, they are not written in stone rules. No one but you knows how best to display your products; but if notice you are having trouble, with keeping customers, consider asking for help. You could consult a friend, or a professional, but consider, the above ideas as well.

        Good Luck and Good Sales