When we think of content marketing, we tend to think about blog posts, articles, infographics, social media posts, and other such pieces. However, in the world of web design, everything that you share online is considered to be ‘content’, even those features that don’t typically fit the mould. Digital catalogues are one such example, and have fast become an integral part of ecommerce website design.
The question is: Does your ecommerce website really need an online catalogue, or are simple product description pages enough to promote your products properly, while also engaging with your audience?
Digital catalogues are perhaps one of the most effective forms of website content for an ecommerce business. They’re a fantastic way to promote products online, and in many ways, they’re a much better option than paper catalogues; they can be updated regularly with new information, new pictures, and new products. They also enable real time stock status sharing, and help to demonstrate a commitment to sustainable practices and ‘paper free’ business operations – all part of the growing green initiative.
However, the urgency with which your ecommerce business should consider incorporating an online catalogue into your website design really depends on your audience. Research shows that women are more likely to view online catalogues than men, with 25-34 year olds most interested in this content.
Creating an Online Catalogue
A Combination Approach: Studies have shown that online catalogues that integrate product photography with textual descriptions tend to attract more attention, and hold attention longer.
Best Light: Product photographs should display your products at their best. According to the Institute of Direct and Digital Marketing, products placed at a diagonal angle look best!
Think Placement: Just as placement is important in logo design, it’s also important in catalogue design. Place best sellers in a top right position; the position where we tend to look first.
Consider Responsive Web Design: Studies show that there is a growing trend for audiences to view online catalogues on mobile and/or tablet devices, rather than on a desktop computer.
Stay Up-To-Date: In order for an online catalogue to help improve brand loyalty and build relationships, catalogues should be kept up-to-date so as not to break the B2C/B2B trust.