Product Pages Done Right.         Tamar Nevo
Most important page in the e-commerce process
Where the decision is made
Oftentimes it’s the first and only page visitors see
Users needs to feel in control
Lacking information
50%of purchases are not completed   due to lack of information
A good product page gives the user a sense of control by       providing information about the product.
QUALITY IMAGES
QUALITY IMAGESQUALITY IMAGES
48% of customers wouldnot make a sale if there wasonly one product imageavailable on a product page.
360˚ VIEW
360˚ VIEW
ALTERNATE VIEWS
40% of customers wouldavoid purchase if they sawno lifestyle images ofproducts on the website.
ALONE
IN CONTEXT
ALONE
ON MODEL
DETAILS
IN CONTEXT
1. Visual information2. Product description
1. Visual information2. Product description3. Customer reviews
63% of customers aremore likely to make apurchase from a site whichhas user reviews.
the presence of bad reviewsactually improvesconversions by67%.
Sales of the Three WolfMoon T-shirt shot up2,300%.
SOCIAL PROOF
SOCIAL PROOF
SOCIAL PROOF
How much is too much?
העמוד הכי חשוב בתהליך המכירה
העמוד הכי חשוב בתהליך המכירה
העמוד הכי חשוב בתהליך המכירה
העמוד הכי חשוב בתהליך המכירה
העמוד הכי חשוב בתהליך המכירה
העמוד הכי חשוב בתהליך המכירה
העמוד הכי חשוב בתהליך המכירה
העמוד הכי חשוב בתהליך המכירה
העמוד הכי חשוב בתהליך המכירה
העמוד הכי חשוב בתהליך המכירה
העמוד הכי חשוב בתהליך המכירה
העמוד הכי חשוב בתהליך המכירה
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העמוד הכי חשוב בתהליך המכירה

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יש שיגידו שעמודי המוצר באתרי המכירות הם העמודים החשובים ביותר. מי שאומר את זה צודק. בעשר הדקות שלי אנסה להגדיר איך נכון לייצר עמוד מוצר ומהם האתגרים והבעיות שאנו צריכים לפתור בדרך. נסתכל על דוגמאות וסטטיסטיקות ונפענח את הנוסחא לדף מוצר מוצלח וחוויתי.

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  • Before showing really cool examples, want to remind about the biggest challenges in online shopping:
  • http://conversionxl.com/how-to-increase-sales-online-the-checklist/#ixzz213YzFYeL
  • http://conversionxl.com/how-to-increase-sales-online-the-checklist/#ixzz213YzFYeL
  • Add to this the gap between shopping in stores and online,
  • GSI Commerce International - October 2010http://www.powerreviews.com/resources/social-commerce-stats
  • http://www.indochino.com/product/The-Superhero-24KT-Shield-RaincoatRESPONSIVE!!- Hot topic
  • http://www.indochino.com/product/The-Superhero-24KT-Shield-RaincoatRESPONSIVE!!- Hot topic
  • GSI Commerce International - October 2010http://www.powerreviews.com/resources/social-commerce-stats
  • http://www.the-affair.com/shirt/behemoth-t-shirt-white/
  • http://www.zap.co.il/model.aspx?modelid=802834
  • http://www.warbyparker.com/women/sunwear/womens-sunglasses-jasper-marine-slate
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  • http://www.warbyparker.com/women/sunwear/womens-sunglasses-jasper-marine-slate
  • http://www.bonlook.com/product/aviator-tortoise
  • GSI Commerce International - October 2010http://www.powerreviews.com/resources/social-commerce-stats
  • http://www.crateandbarrel.com/viv-martini-glass/s240745CONTEXT
  • http://www.crateandbarrel.com/viv-martini-glass/s240745CONTEXT
  • http://shop.lululemon.com/products/clothes-accessories/women-bags/Sackasana-Bag?cc=6925&skuId=3458375&catId=women-bags
  • http://shop.lululemon.com/products/clothes-accessories/women-bags/Sackasana-Bag?cc=6925&skuId=3458375&catId=women-bags
  • http://shop.lululemon.com/products/clothes-accessories/women-bags/Sackasana-Bag?cc=6925&skuId=3458375&catId=women-bags
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  • description
  • description
  • http://econsultancy.com/uk/blog/9366-e-commerce-consumer-reviews-why-you-need-them-and-how-to-use-themhttp://www.bazaarvoice.com/social-commerce-statisticshttp://visual.ly/maximize-online-sales-product-recommendations61% of customers read online reviews before making a purchase decision, and they are now essential for e-commerce sites. 63% of customers are more likely to make a purchase from a site which has user reviewsConsumer reviews are significantly more trusted (nearly 12 times more) than descriptions that come from manufacturersreviews produce an average 18% uplift in salesthe presence of bad reviews actually improves conversions by 67%.68% of consumers trust reviews more when they see both good and bad scores70% of Americans say they look at reviews before taking the next step to conversion92% shoppers have more confidence in info sought online vs. anything from a salesclerk or other source.
  • http://econsultancy.com/uk/blog/9366-e-commerce-consumer-reviews-why-you-need-them-and-how-to-use-themhttp://www.bazaarvoice.com/social-commerce-statisticshttp://visual.ly/maximize-online-sales-product-recommendations61% of customers read online reviews before making a purchase decision, and they are now essential for e-commerce sites. 63% of customers are more likely to make a purchase from a site which has user reviewsConsumer reviews are significantly more trusted (nearly 12 times more) than descriptions that come from manufacturersreviews produce an average 18% uplift in salesthe presence of bad reviews actually improves conversions by 67%.68% of consumers trust reviews more when they see both good and bad scores70% of Americans say they look at reviews before taking the next step to conversion92% shoppers have more confidence in info sought online vs. anything from a salesclerk or other source.
  • http://www.amazon.com/gp/product/B000NZW3J8/ref=cm_cr_pr_product_topThe power of reviewsSales of the kitsch Three Wolf Moon T-shirt shot up 2,300% after a spate of ironic reviews went viral.5-star ratingPros: Fits my girthy frame, has wolves on it, attracts womenCons: Only 3 wolves (could probably use a few more on the 'guns'), cannot see wolves when sitting with arms crossed, wolves would have been better if they glowed inThe awesomeness of the three wolves accompanied by the radiance of the full moon, proclaim to the world that I am a force to be reckoned with. I have made 437 citizen arrests, wrestled 57 thugs to the ground, collected bounty on 310 fugatives, all in the three weeks I've had the shirt. The Mountain Three Wolf Moon Short Sleeve Tee, I love you.How do I turn off the howling feature? Two of the three wolves howl at night. The other one (the pup in the middle) howls during the day for some reason. Not sure if this is a factory defect.1-star ratingThe effect that this t-shirt has on women is pretty impressive. Unfortunately its natural healing powers reversed my vasectomy and I impregnated nine women in two weeks before I realized. They all had twin boys. Now I have 18 sons and spend most of my money on child support and condoms.
  • http://www.amazon.com/gp/product/B000NZW3J8/ref=cm_cr_pr_product_topWas this review helpful to you? Amazon's addition of the question: "was this review helpful to you?" was responsible for $2.7billion of revenue each year. 
  • http://www.thinkgeek.com/product/bb2e/
  • http://www.thinkgeek.com/product/bb2e/
  • http://www.thinkgeek.com/product/bb2e/
  • http://www.thinkgeek.com/product/bb2e/
  • http://www.hm.com/us/dressingroom/LADIES?aid=03048-B
  • העמוד הכי חשוב בתהליך המכירה

    1. 1. Product Pages Done Right. Tamar Nevo
    2. 2. Most important page in the e-commerce process
    3. 3. Where the decision is made
    4. 4. Oftentimes it’s the first and only page visitors see
    5. 5. Users needs to feel in control
    6. 6. Lacking information
    7. 7. 50%of purchases are not completed due to lack of information
    8. 8. A good product page gives the user a sense of control by providing information about the product.
    9. 9. QUALITY IMAGES
    10. 10. QUALITY IMAGESQUALITY IMAGES
    11. 11. 48% of customers wouldnot make a sale if there wasonly one product imageavailable on a product page.
    12. 12. 360˚ VIEW
    13. 13. 360˚ VIEW
    14. 14. ALTERNATE VIEWS
    15. 15. 40% of customers wouldavoid purchase if they sawno lifestyle images ofproducts on the website.
    16. 16. ALONE
    17. 17. IN CONTEXT
    18. 18. ALONE
    19. 19. ON MODEL
    20. 20. DETAILS
    21. 21. IN CONTEXT
    22. 22. 1. Visual information2. Product description
    23. 23. 1. Visual information2. Product description3. Customer reviews
    24. 24. 63% of customers aremore likely to make apurchase from a site whichhas user reviews.
    25. 25. the presence of bad reviewsactually improvesconversions by67%.
    26. 26. Sales of the Three WolfMoon T-shirt shot up2,300%.
    27. 27. SOCIAL PROOF
    28. 28. SOCIAL PROOF
    29. 29. SOCIAL PROOF
    30. 30. How much is too much?

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