4 Tips for Maximizing Engagement & ROI on 2019 Holiday Gift Guides
Wondering how best to set up your digital gift guides in time for the holidays? Follow these four tips to make sure your website is making the most out of its “featured gift” products, and is helping users navigate through the 2019 holiday season chaos with much-needed ease.
1. Avoid using content blocks that take up the entire length of a screen.
Steer clear of what we in UI call the “false bottom” — the illusion that a page has ended when it hasn’t. This UX misstep could stop your visitors from scrolling further down the page, and may restrict their exposure to content. Instead, let your visitors know there is more to see — the more categories they see, the more likely they are to find the one that is relevant to them.
Check which categories have the highest purchase conversion or conversion rate per click and prioritize these. It is possible that some categories drive higher engagement, but record lower conversions. This points to frustration and confusion, intel you can use to optimize a particular site element.
2. Be specific with gift guide categories.
Your gift guide categories should be as specific as possible. It is harder for users to narrow down a large product catalog on a product landing page (PLP), than to click into a category that already has a narrower scope.
It should be clear before users choose a gift guide that they will find on the gift guide list page. Is the category based on price, interests, demographic information..? Find out what’s most important to your visitors, and wherever you can, personalize suggestions based on these needs.
Also keep in mind that in gift guides, users are likely to be shopping for somebody else, so recommending repeat purchases based on past sales isn’t always relevant.
3. Ensure that your filter and sort function on your gift guide PLPs are optimized and easy to use.
The more difficult your filter and sort function are to use, the more frustrated users will become when trying to find the most appropriate product on a gift guide list page. Avoid adding frustration to the already overwhelming task of sifting through hundreds or thousands of products.
4. Provide a seamless way to access various categories from the gift list page.
Displaying shortcuts to other gift categories on the list page can help reduce navigation friction. Visitors shouldn’t have to go back to the homepage, main gift guide page, or use the global navigation to quickly access other gift options.
Examples of Online Gift Guides with Great UX
Here are some great examples of online gift guides:
On the homepage, the gift guide category features an eye-catching GIF that plays automatically. On the gift guide list page, there is a category dropdown that helps users jump to different gift categories. Users can also easily narrow down listings using categorization buttons like “Best Selling” and “Gifts under $25
In this example, at least 3 categories are visible on the homepage without the need for scrolling. Once the user clicks to the gift guide list page, they can also use a category dropdown to jump to more specific gift guide categories.
Gift guide categories are specific and speak to users’ personalities. Above these categories, there are also categories based on price.
Hero Image via Adobe Slack, by Nnudoo