12 Product Page Conversion Strategies That Shant Be Ignored
12 Product Page Conversion Strategies That Shant Be Ignored
To be effective, your website must implement product pages that are able to satisfy each of your visitor's needs. But information isn't enough either. While providing necessary information, these pages must be convincing enough to entice your visitors to move through the purchase process -- on your site rather than on a competitor's website.
This is a tall order for pages that typically have very little content. But it's not impossible. Here are 12 things that will help your product pages convert visitors more effectively.
*** Calls to action ***
Every product page absolutely must have at least one, if not more, calls to action. The most important action a user can take is to “buy now” but other actions such as “purchase,” "add to cart," "save for later," "add to wish list," etc, can be equally effective at capturing a sale.
*** Contact information ***
Not all shoppers are comfortable using web forms or wish to purchase online. Others have questions they need answered before completing their purchase. For these shoppers you should have a visible phone number or email address as well as additional contact information and purchase options available.
*** Consistent layout ***
Product pages must be consistent from page to page (product to product). Don’t confuse visitors by changing the location of information from one product to the next. Keep information consistently located on all product pages.
*** Overview information ***
Each product should contain a product summary, overview or short description. This information is best provided as high up on the page ("above the fold") as possible. Additional information such as features, specifications, etc. should be secondary.
*** Detail information ***
Leave room on the page for necessary information and details. You can also provide links to additional pages of content if necessary, but the less you force visitors to click away from the main page, the better.
*** Product comparisons ***
Allowing side-by-side product comparisons can enhance the shoppers experience. Comparisons help shoppers find the product(s) that best fits their needs and help them make the best purchase decision.
*** Printer-friendly option ***
Not every shopper will be ready to buy now and may need time to mull over their purchase. Product and comparison pages should contain printer-friendly links that allow shoppers to print the information for later reference. Once printed, this also provides them a reminder of where to come back to in order to make the purchase.
*** Pricing ***
Unless products are custom priced, pricing information must clearly be presented on the product page. If specific pricing information cannot be added to the page you should include price ranges or "starting at" pricing.
*** International options ***
If you sell products to international destinations include pricing information in different currencies. If you support a wide range of international destinations, provide a link to a currency conversion site allowing your shoppers to make the conversions easily on their own.
*** Quality images ***
Image quality plays a significant role in the mental process of making the decision to purchase. All images should be of the highest quality possible. Poor images convey poor products.
*** Enhanced Image views ***
Add additional alternate images whenever possible. Enhanced image views such as larger pictures, zoomed in and multi-angle views and even video can provide additional benefit to shoppers. This benefit enhances trust in the products shown.
The role of your product page is to inform and sell. It needs to do both. The better informed shoppers are, the more likely they will be not only to purchase from you, but to make the right purchase. A sale that later turns into a headache due to lack of information is a profit loss. On the other hand, giving visitors the information they need will steer them to the right product and help them make a informed purchase that creates profit not just from one sale, but repeat purchases for years to come.
There is a lot more that can be added to this, however much of that will be addressed when I talk specifically about shopping carts in the next installment.
12 Product Page Conversion Strategies That Shant Be Ignored - To learn more about this author, visit Stoney G deGeyter's Website.
Like this article? Share it with your friends
Product pages maintain considerable strategic importance for ecommerce websites. Your visitors enter your product pages not only with an intention to buy something (the most desired end action) but to also learn, research and compare what you have against a competitor. In addition to this, product pages also serve to help buyers find relevant pricing information, delivery costs, warranty and/or return policies and a whole lot more.
To be effective, your website must implement product pages that are able to satisfy each of your visitor's needs. But information isn't enough either. While providing necessary information, these pages must be convincing enough to entice your visitors to move through the purchase process -- on your site rather than on a competitor's website.
This is a tall order for pages that typically have very little content. But it's not impossible. Here are 12 things that will help your product pages convert visitors more effectively.
*** Calls to action ***
Every product page absolutely must have at least one, if not more, calls to action. The most important action a user can take is to “buy now” but other actions such as “purchase,” "add to cart," "save for later," "add to wish list," etc, can be equally effective at capturing a sale.
*** Contact information ***
Not all shoppers are comfortable using web forms or wish to purchase online. Others have questions they need answered before completing their purchase. For these shoppers you should have a visible phone number or email address as well as additional contact information and purchase options available.
*** Consistent layout ***
Product pages must be consistent from page to page (product to product). Don’t confuse visitors by changing the location of information from one product to the next. Keep information consistently located on all product pages.
*** Overview information ***
Each product should contain a product summary, overview or short description. This information is best provided as high up on the page ("above the fold") as possible. Additional information such as features, specifications, etc. should be secondary.
*** Detail information ***
Leave room on the page for necessary information and details. You can also provide links to additional pages of content if necessary, but the less you force visitors to click away from the main page, the better.
*** Product comparisons ***
Allowing side-by-side product comparisons can enhance the shoppers experience. Comparisons help shoppers find the product(s) that best fits their needs and help them make the best purchase decision.
*** Printer-friendly option ***
Not every shopper will be ready to buy now and may need time to mull over their purchase. Product and comparison pages should contain printer-friendly links that allow shoppers to print the information for later reference. Once printed, this also provides them a reminder of where to come back to in order to make the purchase.
*** Pricing ***
Unless products are custom priced, pricing information must clearly be presented on the product page. If specific pricing information cannot be added to the page you should include price ranges or "starting at" pricing.
*** International options ***
If you sell products to international destinations include pricing information in different currencies. If you support a wide range of international destinations, provide a link to a currency conversion site allowing your shoppers to make the conversions easily on their own.
*** Quality images ***
Image quality plays a significant role in the mental process of making the decision to purchase. All images should be of the highest quality possible. Poor images convey poor products.
*** Enhanced Image views ***
Add additional alternate images whenever possible. Enhanced image views such as larger pictures, zoomed in and multi-angle views and even video can provide additional benefit to shoppers. This benefit enhances trust in the products shown.
The role of your product page is to inform and sell. It needs to do both. The better informed shoppers are, the more likely they will be not only to purchase from you, but to make the right purchase. A sale that later turns into a headache due to lack of information is a profit loss. On the other hand, giving visitors the information they need will steer them to the right product and help them make a informed purchase that creates profit not just from one sale, but repeat purchases for years to come.
There is a lot more that can be added to this, however much of that will be addressed when I talk specifically about shopping carts in the next installment.
12 Product Page Conversion Strategies That Shant Be Ignored - To learn more about this author, visit Stoney G deGeyter's Website.
Like this article? Share it with your friends
 | |
 |
No article feedback found. |
| |
Leave Your Feedback |
 | |
| |||
Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
|||
George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
|||
|
To learn more about the Evan Elite Author Program please contact us. | |||
 | |
|  |
Subscribe to Stoney's articles
 | |
|
|  |
 | |
|
| |
 | |||||||
|
 | ||
 |
||
 |
||
 |
||
|
| ||
 |
| Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details. |
|
|
 |
| Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media |
|
|
 |
"Learn straight from Evan how you can Make a Full Time Income (And More) from a Website"
Click Here To Learn More |
|
|
|
|
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
|
|
|
 Franchise & Distribution Personal Leadership Success Worksheet Woman business success Capture More Clients |
|
 | ||
 |
Write The PR
Press Release Builder | |
 |
Top Social Business Blogs
Top Social Entrepreneur Blogs | |
| ||
 | ||||
| ||||
|
| ||||
| ||||
|
|
|
|
|
||||||||||||
|
Email us your ideas on how to make our website more valuable! Thank you Sharon from Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs!
|
|
|
| ||||||||||||
| ||||||||||||
|
|
||||||||||||