3 Simple But Effective Ways to Improve Your Signage's Response Rate

Could your signage be working harder for you? In-store advertising has the potential to steadily increase traffic to your business, generating a continually expanding pool of customers and increasing sales over time.

But this is only possible if your retail signage is well crafted and appropriately positioned. A surprising number of businesses overlook the potential of their signage, resulting in a design that may seem successful but doesn't significantly contribute to improving their revenue.

Successful retail signage relies on a cocktail of factors - from visibility to persuasion - to produce an enriching visual experience that effectively drives sales. Want to increase your signage’s impact and in turn, boost your profitability? The following three simple, yet potent techniques might be what you need.

Learn from your competition

Are your competitors outperforming you in attracting customers? It’s tempting to simply dismiss their achievements as the product of aggressive marketing strategies or a unique product that you can't compete with.

But taking the time to analyze what your competitors are doing better than you and implementing those strategies can significantly improve your signage’s response rate.

Have a competitor whose store is always teeming with customers? Pay their store a visit and observe how their signage engages and converts passersby into shoppers, and ultimately, loyal customers and revenue sources.

A slight modification in your signage message can oftentimes make the significant difference between its effectiveness and lack thereof. Analyze what your competitors do differently, and incorporate those successful techniques into your signage.

Revamp your signage’s value proposition

Does your signage distinctly express the value your business brings? Many businesses make the error of concentrating only on discounts or specific goods, overlooking a clear assertion of the value they offer customers.

Regardless if it’s in-store signage or an online ad, all effective advertising revolves around value. Does your signage accurately represent your unique selling propositions and value, or is it overly specific on one aspect or feature?

If your signage lacks a clear value proposition, it’s time to re-evaluate it. Identify the core value your business delivers to its customers, and make it the focal point of your retail signage.

Whether it’s an incomparable return policy or an unmatched product range, use your key selling points in your signage. Highlight your unique value, and transform it into a compelling visual for your store's advertising.

Is your signage too complex? Simplify and condense

Many businesses use signage with top-notch design value, superior to their competitors, and underpinned by an excellent value proposition, only to end up being too convoluted for their intended audience.

It’s easy to forget that customers typically only gaze at your signage for a few seconds. Extensive and intricate messages might seem like a good idea, but they risk being overlooked as customers swiftly scan your signage and lose interest in deciphering a complex narrative.

If your retail signage is too dense to decipher within several seconds, you could benefit from making it more concise and straightforward. Crop your message to make it comprehensible in a snap, while still retaining your value statement.

Seems like a tricky task? It’s surprisingly straightforward. By condensing your message to a single sentence of no more than ten words, you enable potential customers to rapidly grasp the benefits of choosing your retail business, transforming them into actual customers.