E-Commerce Landing Page Clinic: Back-to-School for Office Depot
The "back-to-school" season is upon us (for many it has already begun) and there are some important lessons for online retailers to know if the aim is success in this important season for e-commerce retailers.
While nearly every top e-commerce brand offers some back to school deals, let's take a look at Office Depot and how their landing page funnels users efficiently and effectively through their system. While the following isn't neccessarily a comprehensive review of Office Depot's back-to-school landing page experience, you're sure to find some inspiration for the design of your own brand's landing page regardless of the season.
Consumers remain very price conscious and Office Depot is, obviously, well aware of this, offering at the very top of its page a discount on one qualifying item for online shoppers visiting its site as well as emphasizing discounts on a variety of products in its on-site messaging consistently throughout the experience.
Search Front & Center
Most users know exactly what they are looking for (pencils and notebooks for example); Office Depot acknowledges this by featuring its search box rather prominently at the top of the page (and supporting both keyword and item number search).
Right above the search box, Office Depot takes an opportunity to showcase what is becoming increasingly important to online shoppers - in-store pickup and free delivery for orders over a certain amount.
One of the first things visitors will notice is that Office Depot presents shoppers with an opportunity to shop by grade level, offering up five distinct categories.
Connect Visuals & Messaging
The back-to-school landing page from Office Depot also uses somewhat large hero-image visuals and connects those visuals to its messaging and discounts.
Office Depot doesn't abandont the traditional navigation experience, providing a left hand navigation panel that enables consumers to shop by both category and by brand. The company also presents a category-based list with accompanying icons to present users with additional ways to move deeper into the site. Office Depot, at the tail end of its page, also offers up featured deals and showcaes top products in a specific category (school supplies).
Video & Brand Connections
Retailers have been somewhat hesitant to leverage video on landing pages but in the case of the back-to-school season, there's plenty of relevant opportunities. Office Depot does a nice job showing off what the season is really about with a video of kids talking about the first day of school.
Content & Context
Office Depot creatively integrates copy into its landing page experience, using a section that expands upon click to reveals several paragraphs of SEO-focused text. The landing page also features a minimal amoutn of copy at the end of the page.