EmailAs I look around the internet, I see a lot of great rotator designs. There are also a ton of rotators that are a complete eyesore. Best practices have evolved with rotators over the years, so I thought I’d put together a few tips on getting the most out of your homepage rotator. Keep in mind, a lot of these tips may vary in how they relate specifically to your store. Every store has different products as well as different ways to merchandise them effectively.
Tip #1: Don’t be overly clever with your title.
I see a lot of rotators that try too hard to be catchy with slogans and whatnot. Sometimes this is appropriate, and we design these on occasion, but the number-one rule is to be clear with what you’re selling to the customer. If the slogan takes more prominence in the customer’s mind than the product itself, then the rotator has failed to do its job. Simply name the product or section title to enhance clarity.
Tip #2: Include some support-text in addition to the title.
If the format of your rotator includes enough room, try adding some text to communicate why the customer needs to check out these products. I recommend adding a bit of verbiage that signals a big sale, huge selection, new additions or anything else to get the customer to click. Notice I said “a bit” and not “a paragraph.”
Keep in mind the rotator will only display for a few seconds before moving to the next one. Forcing the customer to read a lot can frustrate them. Rotators should be quick and uncomplicated.
Tip #3: Select Top-Products to advertise Top-Sections.
Unless your business has a limited number of products, the homepage rotator ideally should focus on larger sections within your store rather than individual products. There are exceptions for stores that have such hot products that they deserve the homepage marquee treatment. Of course, displaying your top-selling products as part of the section ads will give credence to both. You might even want to subtly name which product you’re featuring in smaller text. That way, if a customer was intrigued by the product image, they’d be more informed on how to find it once they click.
Tip #4: Create eye-catching call-to-action buttons.
A great-looking rotator ad can be diminished by not having an effective call-to-action button. You’ve displayed your product, told them all about it, and now you need to nudge them to buy. Although a simple “Shop Now” can work, we’ve found that including the name of the section or product in the button is very effective. For example, if your rotator is advertising your new line of Frisbees, the button might read “Shop All Frisbees.”
Tip #5: Be Consistent.
If your first few rotators display best-selling sections and then you suddenly have a rotator displaying your shipping policies, that will disrupt the flow. Likewise, you shouldn’t advertise best-selling sections and then switch to individual product ads. Customers react better to rotators that have some sort of continuity to tie it all together.
Tip #6: Rotate Out Your Rotators!
Imagine turning on the television and seeing the same exact product commercials that you saw a year ago. If your ads aren’t fresh, they can quickly become tiresome to repeat visitors. Customers will absolutely appreciate you taking the time to enhance their user experience with new content. As much as I love rotators, it’s better not to have them than to have ones you never refresh. Additionally, it’s important to feature products that will be in-stock for the rotator’s duration. Nothing is more frustrating for a customer than to be lured in by something that doesn’t deliver.
Tip #7: Add the Human Element!
If it’s appropriate to have human beings in your product ads, then by all means do so. Humans relate to humans more than inanimate objects. So, if a customer sees a human interacting with the objects you’re trying to sell, it can create a very compelling ad. Live models can be expensive, but well worth it. Be selective if you use stock photography for models. They can sometimes appear cold or corny, and they’re not photographed using your products in the first place. Again, it’s not always a good fit for every store, but there’s a reason you see so many actors and models interact with products on TV and in magazines—why not the internet?
Tip #8: Rotators are not a DIY project.
Unless you have some serious design skills, stay far away from your rotators. Store owners that recognize the importance of switching out their graphics will sometimes attempt to save money by designing some themselves. This can often result in very amateurish-looking rotators that affect the overall website aesthetic. This ironically results in less sales due to customers not being engaged by what they see. If budgets are tight, there are simpler (albeit less impressive) ways to display products on the homepage other than graphic rotators.
If done right, homepage rotators can enhance the aesthetic and usability of your online store in dramatic fashion. If you’d like specific advice on how best to create and maintain rotators for your store, drop us a line! EYStudios has designed literally thousands of rotators over the years, and we know exactly how to make them convert for you.
