Building Optimised Product Pages

Product pages are prime selling space. It’s most likely that the decision to buy or not will be made while the pages are being viewed. So give them the thought they deserve. Put yourself in the place of the buyer and ask yourself what they would like to see.

157 - Be Crystal Clear

Provide clear information on the critical details such as price, delivery times and charges. If buyers have to hunt, some won’t bother and a sale is lost.

158 - Show Related Items

When a shopper is looking at a particular item, there are always other items that naturally relate together and which a buyer is likely to want to purchase at the same time. Make sure you meet this need.

159 - Have A Clear Call To Action

The aim of a product page is to sell what’s on that page. In most cases, this means clicking on an add-to-cart button or a checkout button. For sophisticated and high price products the sale may involve encouraging them to call to discuss and place their order. Since this is the objective, these “calls to action” should be prominent on the page. I remain shocked at how difficult it is to find out how to add items to the cart and checkout on some sites.

160 - Clearly Show The Stock Position

There are a variety of business drivers that vary the way that each business handles stock levels and unavailability. The important thing is to be clear with customers and ensure that their expectations are met. Failing to do this will result in upset customers and lots of customer service calls, resulting in lost business and wasted time.

161 - A Picture Tells A Thousand Words

Look at the Asos site. This is one of the most successful E-Commerce retailers of recent years and the pictures are brilliant. If yours are too, you will reap the rewards.

162 - Provide Clear Clues Where You Are In The Navigation

It’s important that browsers don’t get lost in your online shop. Show clearly where people are, for instance by providing a “breadcrumb trail” that shows each section in the hierarchy above the current position.

163 - Don’T Skimp On Information

Provide full details of all products for sale, allowing for all of the information that is needed for a decision to be purchase to be made. Nothing is more off-putting than not knowing what you are buying or not being sure if it will work the way that you need it to. For instance, will it work with your 24 volt system? If you don’t supply the information, your prospect will click away to someone who does. If not all of the necessary information can be accommodated on the page, provide links to even more information on another page.

164 - Use Videos Wherever You Can

See the section that covers vidseos. Some studies have suggested videos can increase conversion by 20%.

165 - Use Customer Product Reviews

Provide the opinions of other customers on the products that you are selling. This will help considerably in the buying decision. This is covered in more detail later.