The beauty and health industry is dynamic and constantly evolving, with ever-new products and services addressing various consumer needs. In this rapidly changing landscape, it's important for companies to leverage modern technologies and ideas to maintain a competitive edge.
Magento is one of the most powerful e-commerce platforms, enabling businesses in the beauty and health industry to create attractive, functional, and flexible online stores. With additional extensions, the platform allows businesses to create unique and appealing online stores that not only attract customers but also enable easy navigation and shopping. In this post, I will showcase various creative approaches and options developed on the Magento platform using some custom-made online stores as examples.
Custom Product Attributes
Magento offers advanced functionalities for customizing product pages, which are particularly beneficial for the beauty and health industry. These functionalities enable companies to better showcase their products and enhance the user experience.
Advanced Filtering and Product Search
By using custom attributes, customers can easily filter products based on their specific needs. For example, they can search for allergen-free products or choose the form of dietary supplements (capsules, liquid, tablets, powder, tinctures). This enables quick and precise searching, improving the user experience. With a little creativity, you can make the entire display more engaging and dynamic. Full of information yet still clear and usable.
Magento allows the creation and display of specific attributes for different product categories, such as medicines, medical devices, dietary supplements, and cosmetics. This means that attributes relevant to a particular category are automatically displayed on product pages and as filters in categories, making it easier for customers to find relevant information.
Dynamic Attribute Display
Attributes, such as ingredients, can include graphical elements that display information in an attractive and easily understandable way. Additionally, you can link products containing certain ingredients, allowing customers to explore and compare products.
It also enables businesses to use custom attributes to target specific customer segments in their marketing campaigns. For example, you can promote gluten-free products on your own custom attribute page to the target group looking for allergen-free products, increasing the effectiveness of marketing efforts. With precise advertising, we can show everyone looking for gluten-free products a page where all such items are available. Visitors can more easily find the items they are looking for among all items, as they quickly find suitable items through filtering and searching. Through organic search, we can gain quite a bit of free traffic to this specific page.
Enhanced Product Page Presentation
Expanding the presentation of a product with a longer description and additional graphical elements is crucial, as more detailed descriptions enable better understanding of the product, while graphical elements visually support the information, increasing persuasiveness. This makes it easier for customers to find all the necessary information in one place, improving their experience and the likelihood of purchase.
The presentation can be expanded in various ways, either by preparing preset fields for entering product information, which are then graphically displayed on the product page, or by a larger descriptive section where customers create extended content according to their preferences through interfaces such as Page Builder for Magento 2.
Custom Graphic Template Display
In custom graphic display, before starting the creation of an online store, we discuss which information we want to display for the items, based on past best practices. We graphically prepare displays of various sections, and then we program it so that the customer can easily edit and supplement each of the sections. Data entered through administration at the item is then graphically displayed differently in individual parts of the product presentation.
For example, at Hemptouch, we created various sections, such as:
- brief description,
- benefits,
- video presentation,
- certificates,
- longer description with operation description,
- dynamic gif showing usage,
- additional explanation of operation,
- display of additional products for complementary care,
- some of the most suitable comments,
- key ingredients,
- remaining ingredients,
- use and routine with products,
- video presentation,
- related items,
- related user stories,
- Related blog posts,
- Frequently Asked Questions,
- All remaining user reviews.
Editing Content with Page Builder Tool
At Arspharmae, however, we approached it differently. We didn't divide the presentation of product pages into such detail; instead, we added some broader input fields, where customers can create an expanded content display using the Page Builder content editor according to their preferences for the selected item. In both cases, the visitor gains better insight into the product, as it is presented in much more detail than offering only dry, short descriptions, which are most common in online stores.
Additional Information with Related Blog Posts
Every expert in a specific field knows they could write endlessly on a certain topic. However, it's essential to set limits so that the information doesn't become too overwhelming for the reader, which can confuse their purchasing decision.
In such cases, it's incredibly useful to add content that isn't necessarily vital to the product itself as a separate blog post and link it to the product. This allows the online store to have more content and useful information, while additional blog posts contribute to increasing organic traffic. I've noticed that related blog posts significantly contributed to gaining organic traffic. The trend was clear: a person would find a blog post on a topic they were interested in via Google, read it, and then come to the product page through the blog post and make a purchase.
Linking to blog posts is also useful when we're limited in the information we can present in the product description.
Customer Reviews
In addition to the product presentation itself, it's important for the visitor, when making a purchase decision, to see reviews from other customers, as these provide the buyer with an independent opinion, which can further inform them. Usually, this also serves as additional confirmation before making a purchase.
The system itself already has a built-in review system, which can be graphically customized as desired. Another option is to integrate advanced review systems, such as Stamped.io and Yotpo.com. Such systems have additional functionalities built-in, allowing reviews to be expanded with additional visual or video displays per review and display functionalities, such as more detailed review statistics, filtering, and search. They also take care of obtaining reviews, with options to activate emails or SMS messages sent to the customer after a purchase, ensuring that we receive customer feedback.
Integration with Advanced Marketing Tools
In today's digital environment, good analytics and relevant data are crucial for successful online sales. Without them, it's difficult to track success and optimize sales strategies. Therefore, integration of online stores with advanced marketing tools, such as Google Analytics 4, Facebook Pixel, Google DataLayer, and others, is indispensable.
Google Analytics 4 provides a comprehensive insight into the traffic of the online store, user behavior, conversions, and other key metrics that help understand how visitors behave and what influences their purchase decisions. Facebook Pixel and Google DataLayer enable tracking and analysis of the effectiveness of advertising campaigns and targeting the right audience.
In addition, it is crucial to implement marketing actions to increase sales. Automated email campaigns, such as those provided by Klaviyo, and SMS promotions through tools like Cartfox, are an excellent way to stay in touch with customers, encourage repeat purchases, and increase customer loyalty.
By integrating advanced marketing tools, online merchants can better understand their customers, optimize sales processes, and increase the effectiveness of marketing campaigns, leading to greater success and growth of their business.
Customizing the online store based on customer feedback is the key to success. I regularly develop new modules for the Magento system and I'm always open to new ideas and approaches to best meet all customer needs.
