Shorter: Practical Tips for Boosting Fashion Store Conversions & Increasing Magento Sales

For many Magento online store owners, the quest to amplify sales is an ongoing challenge. And though the internet is brimming with valuable insights, more than merely ideas is required. Hence, we’ve chosen to delve deeper into a real-life project we undertook and share our experiences with you.

However, before we unveil the secrets behind the scenes, let’s establish a common understanding by revisiting some fundamental principles.

Main Online Catalog Challenges

Numerous factors impact sales and eCommerce conversion, including website design and customer service quality. But in our opinion, based on experience, the primary focus should be the online catalogue. 

Unfortunately, many neglect visual merchandising techniques when working with their online catalogues. This oversight is unfortunate as it directly affects customers’ time on a website. 

Let’s discuss the problem in more detail.

Product Finding Speed. The speed at which customers can find products is crucial for online shopping. To ensure a seamless experience, create a well-structured catalogue that allows customers to see what they need easily and quickly.

Undecided Shoppers. Attract hesitant customers by offering unique and in-demand products. Utilize visual merchandising techniques, such as exciting product displays and eye-catching catalogue arrangements, to tempt website visitors to purchase. By following these simple tips, a Magento store can significantly increase sales.

Catalogue Pages for Landing and Branding. There is always room for improvement regarding landing pages and product- or brand-specific sales. Unfortunately, these crucial sections often lack proper structure and organization despite being heavily promoted. The item display could be better, and the online catalogue is filled randomly without logic. Unsurprisingly, sales on Magento or other platforms stay the same even after ad campaigns.

Now let’s move on to the most interesting: our experience in improving the client’s catalogue, which led to a steep increase in online store sales.

Our Experience With Increasing Sales for a Client’s Online Store

Our client is a US company that operates a fashion online store powered by  Magento. They have struggled to compete with major players like Farfetch, which poorly affected their conversions and sales. Seeking a solution, they reached out to our team for assistance. 

Our first move was an in-depth analysis of the client’s catalogue. As a result, we discovered product display issues and identified main areas for improvement. The record was not functioning optimally and failed to meet user needs as expected, and we wanted to rectify this situation.

Our Solution

To help the client achieve their goal most cost-effectively, we decided to highlight the advantages of their product range and improve the management of their online catalogue with Sortler.
Sortler is a unique SaaS cloud-based tool with easy implementation and efficient operation. It revolutionizes catalogue management, providing a convenient solution for clients seeking to enhance their eCommerce visual merchandising. 

Sorter is a highly manageable ecosystem accessible through This unique virtual catalogue allows you to automate processes, visually organize categories, and seamlessly sync with your accurate record to track conversion rates and monitor sales growth.

Now let’s see how we used Sortler to approach our client’s request.

Problem #1. Insufficient Product Range Variety

Initially, it became evident that product display could be better. Users had to apply filters or browse multiple pages to discover the full range of items in the catalogue.

For instance:

Dior products were featured 11 times on the first page, whereas Givenchy products were only displayed thrice.

Dresses were included 25 times, whereas skirts appeared only seven times.

What did we offer to solve the problem?

We focused on prioritizing and diversifying the catalogue, aiming to increase the likelihood of customer purchases.

We asked Sortler to do the following:

Arrange products on the catalogue page so as not to exceed the maximum number of identical groups of elements.

Hide less relevant products and make popular ones more visible on catalogue pages. Follow each brand’s set percentage of items when placing products on the page. Thus, we made the catalogue more diverse and avoided the dominance of one brand or group of products over others.

Problem #2. Poor Product Combinations

A good idea for improving sales is to have products that match each other in style and colour next to each other in the catalogue. This encourages customers to purchase multiple items at once.
Unfortunately, the client catalogue didn’t offer such an option, which we fixed with Sortler. Specifically, we created a rule determining how to combine items on the catalogue page. 

Results were impressive: category pages now feature similar, matching in style or colour products close to each other, and the number of these combinations never exceeds the percentage we set.

Problem #3. Running Out Products

The client’s catalogue pages often showed products that were out of stock, which became a real problem that interfered with regular sales. That’s understandable: in the end, customers don’t like to find an item unavailable only after it has been added to the cart.

To solve the problem, we identified a percentage of low-stock items to list in the catalogue and set up hiding out-of-stock products. All of this was done using the rules assigned to Sortler,

Problem #4. Low-Selling Products

Finally, we helped the client with under-selling items by making them visible on the catalogue page. In some cases, the poor display of specific items is why they perform poorly. With the help of Sortler, we corrected the situation.

Sorter has many other cool features that take catalogue management to a new level, leading to better conversions and sales. Follow the link to learn more about what Sortler offers.

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