Online retailers don’t push this enough. That’s why platforms like Pinterest are now competing with online retailers (read that again). Pinterest was one of the first companies to bring window shopping to the internet. Their whole business model is built upon inspiration and ideas. Screenshot showing google search results for “valentine Pinterest now ranks for short-head queries like “bedroom”… Screenshot showing google results for bedroom . Holidays like Christmas…[*] Screenshot showing google search results . And brands, like “Etsy”, “Wayfair”, “J Crew”, etc. Screenshot showing keyword stats for big retailers

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This tells me that users have an inherent discovery intent when looking for brands and it seems that those brands don’t do a good enough job in making it easy for users to browse through their products. Go back to the “bedroom” example and notice how Ikea ranks on #2 with a gallery. The Georgia Phone Number Swedish e-commerce giant, who is closer to a tech company than a furniture company, uses a Pinterest-like UX for discovery content. Screenshot showing a page on IKEA This page about bedroom furniture discovery ranks for ~15,000 keywords! Screenshot showing ahrefs results for a page on ikea.

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Layout is not the most important factor. For example, Target has a smart landing page that leads users through Thanksgiving in a discoverable structure. It has content for each step: First, set the scene Next. Decide how to cook the turkey Remember the non-turkey necessities. Throw a Friendsgiving feast Activities that don’t involve eating Screenshot showing a page on gather and gobble. At the bottom of the page, users can shop items that are mentioned in the discovery content.

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