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5 reasons why you need a brand home page on your online retailers
Brand pages on online retailers provide a dedicated space for a brand and its products. In this short series of articles, we look at why these pages are an effective tool for driving conversion and how you can make the most out of your opportunities.
Brand pages can help you:
- Capture consumers, focusing the purchase journey
- Give your products the best possible presentation
- Strengthen your brand
- Sell your products as a collection
- Promote your campaign messages
Capture consumers, focusing the purchase journey
On other pages your products are thrown in with the rest. By taking control with a brand page you can focus the consumer journey, showing your full range and giving consumers less opportunity to click away.
Give your products the best possible presentation
You’d love to make every product listing perfect in every way, but retailers force content into the same templates to make things as easy as possible for them. You’ve been developing rich, high quality content which does not fit neatly into structures developed (often several years ago) for simplicity. Your brand page lets you strut your stuff, just the way you like.
Strengthen your brand
You work hard to develop your brand image only to have it stripped away to fit in with sites’ inflexible templates. You are more than just a set of products, but on most online retailers that is how you appear. Brand pages give you a chance to communicate your values and show consumers how you see the world, rather than how the retailer does.
Sell your products as a collection
You don't get many chances to show off your whole range of products, including those which are more expensive or esoteric, but brand pages do just that. By letting consumers see what you really have available, you can help them find the best product (or set of products) for their needs, rather than being limited to what retailer ranking algorithms let you show them. Even better, you can make consumers aware that you operate in a broader market than they previously thought, opening them up to future purchases in one of your other lines.
Promote your campaign messages
You want to get the most out of every campaign you run. By having a customisable space on your brand page you can put your latest message on third party retail sites, close to the point of purchase. Unlike banner ads, these messages are in the centre of a consumers eyeline and are much less likely to be filtered out.
You should now have an understanding of how brand pages can be of benefit to you. Join us next week when we talk about maximising the benefit you get from your brand page.
WaveMetrix are industry experts in online insight and helping brands build a best-in-class approach to third party eCommerce measurement, strategy and analysis. If you want to understand the steps you can take to improve your eCommerce strategy get in touch with firstname.lastname@example.org.