November 25, 2011
Product badging, or placing “virtual stickers” on select product images on your website, is the modern version of what shopkeepers have been doing one-on-one with customers for centuries: calling attention to product features and benefits, as well as any store promotions, to get browsers interacting with the merchandise. It’s a powerful psychological tool that taps into consumers’ inherent need to be directed toward particular products. After all, no one wants to interact with a clinical shopping interface.
In helping shoppers find the items that best fit their needs, product badges also lead them further into the conversion funnel—a win-win result. Tests conducted across a variety of online retailers bear out that websites using badges consistently perform better than websites without them.
The most common badging application is to point out “bestseller” or “top rated” products; these labels serve as customer endorsements, allowing shoppers to quickly locate items that others have determined perform well. A more advanced version of this application is to segment bestselling or top-rated products according to country, region, weather patterns, etc.
Ecommerce firms can badge around a variety of merchandising tactics, such as:
To learn more about the ins and outs of product badging, download our free whitepaper, 10 Product Badging Best Practices. Filled with expert ideas culled from the results of thousands of tests, it walks you through the basics of badging and then onto more sophisticated applications that will give your website some of that personal attention customers delight in finding online.