eeThe skin care industry is rooted on the ability to touch, feel, smell, sample and experiment with products in store. The e-commerce revolution incorporated convenient delivery, easy returns, wider product selections, and unfiltered user reviews – making it a solid complement, if not a direct alternative, to the in-store experience.
Top brands, retailers, local sellers and even home-run businesses are opting for strong online presences as opposed to shelf space. The online market for skincare products continues to grow rapidly. So now, more than ever, it is imperative that a Skincare website is designed to gain traffic and convert this traffic into revenue.
7 innovative ideas for stellar Skincare website content and design from the very best in the market!
Visuals are key – Use bold images for your landing page
New consumers can have concerns before they purchase skincare and beauty products online since they’re unable to feel, smell and test the product before buying it.
It is imperative that the products are showcased effectively for consumers to be satisfied with just looking at the products. Photos of just the packaging might not be enough, photos showcasing the texture of these products before/after application can go a long way. Also, celebeity endorsements can go a long way to build brand awareness and prestige.
Additionally, skincare website should be establishing the look and feel of the brand or blog – preferably with a landing page with large, bold images. Elaborate lists of products along with prices on the homepage, right from the get go, can look very unappealing to the concerned target group.
Play with your Visuals – plain photos are boring
It is effective to experiment with the settings for your photos, or play with illustrations on your images. Anything is better than plain photos when it comes to online engagement – especially with skin care and beauty products.
Highlight your best reviews
Online reviews is crucial for online businesses. It is important to have your clients write reviews about your business and to manage your online reputation. Nothing can convert customers or push them away more than well written reviews from other users.
Good reviews are an asset that can go a long way in increasing your site traffic and brand awareness. Therefore, it is important that you showcase them effectively. Quoting reviews from renowned users for specific products as ‘headlines’ is a very innovative and a way to grab attention.
Beauty Pie, a popular beauty and skincare retailer, are known for their innovative approach to highlighting their best reviews for featured products.
Develop a Theme or Filter for your Visuals
It is important the theme of your website, and high quality model photos are consistent. It is also important that the pictures you upload (of products, models) are cohesive in their composition and editing. This goes a long way in portraying a distinctive look and feel to your site and product.
For instance, if you’re running a Skincare blog that specializes in reviews, make sure you use original pictures of the products, and maintain a particular style of setting for all the pictures. An alternative can be to add a specific overlay/filter to all pictures to mark them as exclusive to the blog.
For instance, Get the Gloss, another popular Beauty and Wellness blog, sticks to a very specific color scheme for their photos – bright colors that pop on stark white backgrounds.
Include interactive tools on your website
Skin problems are one of the main headaches that women all over the world face. Most people don’t understand the root problem of their skin problems - consequently opting for the wrong products. Identifying a person’s unique skin type and subsequent problems and solutions for said type is crucial to finding the right product.
It is important to help your customers out by providing an on-site interactive tool that allows them to properly identify their needs and look for suitable products. These tools can be quizzes, interactive plug INS, online skin type generators – the possibilities are endless.
The Body Shop has a very useful Skin Care Diagnostic Tool on its website that allows visitors to first determine their skin type and problems via a quiz, and then suggests the product ranges that can be beneficial for the customer.
Don’t just sell – Preach
One of the latest trends in the skincare industry is to sell complementary products in bundles. Providing product demos can entice potential consumers to try the skin care product, if beneficial the chance of purchase is way higher. When it comes to skincare, these suggestions are even more crucial – so don’t just add in a plug in that auto generates ‘frequently bought together’ products when a customer is looking at something.
Instead, add in genuine suggestions from experiences or reviews under the product description section. Put these under catchy tags like ‘Pro tips’ – these can go a long way in building consumer trust. Alternately, keep a blog section where you suggest using products in line with home remedies and routines.
It’s not all about being pretty
Skincare products are about the results than packaging. Some consumer’s require the glitz and glam in order to purchase but it is proven that skin care products are result driven – consumers want results.