0:00
[MUSIC PLAYING] In lesson 2 of this module, we'll shift our focus to browsing strategy. We'll explain how to encourage your customers to browse your collections and ensure they have easy access to your entire product catalog. If your customers aren't discovering products that are right for them, the chances of them moving from the consideration phase to the purchase phase is pretty slim. For larger catalogs, odds are that you have several products and a very specific category.
0:34
For example, if you have a handful of different lip bombs, they would easily go together in a collection. So the support your customer needs, it's less to do with the collection itself and more to do with the features to compare and filter. For a smaller catalog, build a story with the help of your collections to inspire more shopping and more products per purchase. If this is the first you've heard of a product story, essentially this means a soft focus on product features and a stronger narrative around what the product does for your customer.
1:09
An easier way to think about this is you're selling a changed experience or lifestyle rather than a physical product. Use emotive copy focusing on this lifestyle. Try to find inspiring and aspirational images to drive home the point. An example of this would be gifts under $20 collection, or you could try a collection of ecofriendly essentials with lifestyle images on cover to show how it looks in more detail.
1:42
Both of these examples are stronger than simply grouping your products by type or price alone. Remember to think back to who your customers are and tell the product story your customers want to hear.