Product badging is an e-commerce merchandising tactic that involves identifying attributes that
deserve extra attention and visually highlighting them with images, text, or both.
55% Improvement in conversion rate among websites using product badges compared to websites that don´t.
Product Badging Goals:
- Make it easier for shoppers to locate relevant merchandise.
- Help shoppers make a purchase decision (e.g. add products to a shopping cart)
- Educate the shopper in an effective and creative way.
Product Badging made easy
Product badging shouldn´t take a lot of time or cost a lot of money. Here are several ways leading online
retailers use product badges on their websites:
- Render Badges Dynamically - overlay badges on top of existing product images rather than using design teams to create new images.
- Integrate a Complete Product - badge entire brands and categories without the need to identify each individual product.
- Automate - Update best seller based on performance trends during specific periods of time.
- Drive more Relevance - trigger badges based on customer´s affinity for specific brands or products. For example a "Just for You" badge can highlight brands that a customer viewed during prior visits.
- Be Consistent - while product badges are often used on category pages that present multiple products, retaining a badge on a product detail page can increase other key metrics, such as add-to-cart rate and revenue per visit.
- Enhance Product Recommendations - reinforce and complement product recommendations to ensure messaging is seen and reaches the intended audience.
10 Product Badging best Practices
1. Start with what works - add value cross all product categories by automating "New", "Best Seller", and "Top Rated" badges.
2. Test - continue to test factors like messaging, color, and position to see which badges yield the best results.
3. Use restraint - don´t overdo badging by labeling more than a reasonable percentage of products. This could erode consumer trust.
4. Avoid Jargon . be careful not to use jargon or uncommon words, instead, use phrases consumers are familiar with like "On Sale," "Top Seller" , and "New."
5. Take a broad view - use a magnifying glass that highlights multiple views of a product to better replicate the experience of shopping in a physical store.
6. Add motion - try a familiar "play" badge to indicate that a product image has an accompanying video.
7. Get a "Brand Bump" - enhance product images with brand logos to make it easier for customers to find what they want. Some popular brands aren´t recognizable by only a photo.
8. Use holidays to your advantage - help customers find the perfect gift for Valentine´s Day, Mother´s Day, Christmas, or other holidays.
9. Be a Shopkeeper - call out product attributes or provide more detailed, catalog-specific information, such as "Made in the USA," or available colors.
10. Location, location, location - highlight products based on current weather conditions near the shopper.
Also, keep in mind that best sellers are likely country to country, and even region to region.
BONUS: 11. Talk to visitors like you know them - badge "New" items for returning customers, and "Top Seller" items for first-time visitors.
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