Tips on how to create a winning product page

1. HOW TO CREATE A WINNING PRODUCT PAGE

2. Research Results… Images

4. Add a zoom functionality so visitors can get a closer look

5. Consider location of the image. Common online practise is to place an image on the right hand side of the page, however competitors such as Autoquake, Autotrader etc tend to use image on the left hand side of page as well as many popular high street retailers (See reference documents). Apple locate their image on the right hand side and Nike locate their image centrally taking up the top 3rd of the page with the price, detail and CTA above the Image.

8. Test the size of the CTA Button. Bigger is better, a CTA button should be bigger than other buttons on the page.

9. Consider the use of white space to make the CTA easily visible. The more space around the CTA the more attention is drawn to it.

11. Offer a little extra- sweeten the deal by offering incentives to ‘Enquire Now’.

14. Should include as much detail as possible about the product, this prevents users from leaving the website in order to find out more information, increasing conversion opportunity.

15. Use bullet points to emphasise offer and best attributes/features/benefits.

17. Temperature Control

18. Grease Tray

19. Perfect for Easy Entertaining

20. 300 square inches of cooking space

21. Attached Working Area

22. Easy to Clean

23. Features and benefits complement the CTA, use graphics that support not compete with the CTA.

26. Using Reviews can be a great way to increase conversions, but ensuring they are legitimate/genuine is the key. They should be honest, independent reviews.Reviews should feature below all other information on the product page so the visitor doesn’t have to ‘click’ on reviews in order to see this info on the page. To build up reviews, offer incentives. For example; Arnold Clark service centres could offer a ‘win 3 years free servicing by filling in a review of your car’ promotion.

27. Retailer Analysis

29. Image option opens up a gallery of 20+ different images with different angles and images of laptop in use.

30. Descriptions accompanying image

31. 360 degree view.

32. Video of product in a presentation format, displaying features

35. Rating system (5 stars maximum)

37. Social Media Integrated – Facebook ‘like’ option.

38. Cluttered, hard to navigate

40. Different Angle Images

41. Showing product in use

42. Zoom Functionality

44. ‘You might also like’ feature

46. Zoom Image ability

48. Contrasting Colour

51. Easy to Navigate and complete CTA

52. ‘Other customers also bought’ feature

54. Good selection of images showing all angles of product

55. Descriptions accompanying Images

57. Contrasting Colour (blue against Grey/white)

59. Tab Format used to make navigating all information easier

60. Tab in top section of webpage rather than middle section

62. Stacked layout reduces distractions,

64. Only 1 image but option to zoom to get a closer look at product

66. CTA clearly displayed

69. Honest independent reviews

71. easy on the eye.

72. No clutter

76. Don’t stand out, hard to distinguish (same colour as rest of website.

77. No contrasting colours

79. Detailed spec

80. Lists technical spec before features. No benefits, overview or summary.

82. ‘How Green’ feature

83. Running Costs Feature

86. ‘Clever and different ‘Standard features’ feature.

87. Lists other required info such as Co2 emissions info including Co2 comparison chart so the data actually makes sense

88. Tax disc information

89. Running Costs Chart

90. Fuel Costs Calculator

92. Finance Calculator located at top of screen

94. Vehicle condition report

96. Contrasting Colours for CTA’s

98. Finance Calculator

99. CAP Data

100. Tab Format used to make navigating vast amount of information easier

103. Contrasting Colour for CTA

105. Vast amount of information available, enough for a car buyer to stay on the site

106. Tab Format used to make navigating vast amount of information easier

108. Stacked layout reduces distractions,

110. Vehicle description in light box

111. Image seems boxed in by other features (Summary and price)

112. Lack of consistency in number of images per vehicle

113. No images of interior

115. Distinct but good sized Secondary CTA buttons

116. Contrasting Colour for CTA (Red/Green)

117. Telephone Number CTA?

119. Co2 and Road Tax detail but no charts or diagrams to explain or compare

120. Too much unnecessary white space/gaps and size issues

121. No benefits or custom overview/review of product

122. Only Lists technical specifications

123. Not enough vehicle details,

124. Too much wasted white space, has a static/unfinished feel

125. Tab Format but only one tab