IMAGES…RESEARCH RESULTS Retailers should have at least 3-4 different high quality images (at least)
Show different angles and the product being used.
Add a zoom functionality so visitors can get a closer look
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.
Test image pages - images showing car against white background vs images with a backdrop.
Research Results… CTA’s
CTA’s…RESEARCH RESULTS A Product page should have a single call to Action Button with a small number of distinct secondary actions. Studies in supermarkets have shown that if a shopper is presented with too many varieties they are less likely to make a purchase, the same applies to CTA’s. Make the process simple for the shopper.
Always place the CTA above the fold.
Test the size of the CTA Button. Bigger is better, a CTA button should be bigger than other buttons on the page.
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.
Test different designs/colour of the CTA button, it should always be contrasting to other buttons on the page.
(Fact of the Day: AC.coms CTA’s are currently Red/Green, less effective with people who are colour blind. Red/green colour blindness is the most common type, 10% of the UK population have this this, and only 0.4% of that 10% are female!)
Test different language/verbs. Any alternatives to Enquire now?
Offer a little extra- sweeten the deal by offering incentives to ‘Enquire Now’.
Reduce the number of mandatory fields and collecting unnecessary information.
The content/description box is usually located in the middle section and gives the opportunity to provide a more in depth detail of the product having already presented a brief overview and allowed the user to see the product more closely.
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.
Use bullet points to emphasise offer and best attributes/features/benefits.
Should avoid using lengthy paragraphs of text above the fold.
CONTENTS/DESCRIPTION BOXRESEARCH RESULTS
Should list the benefits of the product before the features. People buy benefits not features.
For example If selling a bbq customers want a bbq that offers:
Studies have shown product reviews are responsible for up to 30% increase in conversions.
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.
Landing Pages have, on average about 5 seconds before the visitors decide to stay or bounce!
Studies have shown that product reviews can be responsible for up to 30% increase in conversions
- *Official Google Website Optimizer Blog
Before a user is willing to complete the CTA they need to recognise the need for the product. Product description section needs to educate the user on the benefits of why they should buy the product not the technical specifications.
Don’t worry too much about the ‘below the fold’ rule!
Long web pages aren’t always a bad thing. Users are becoming webpage savvy and realise there is usually more to a page than what they can see. They also get a visual cue in the form of a scroll bar on the right hand side of their browser which indicates how long a page might be. Whilst most users won’t consciously see it, it subconsciously provides information to let them know there is more on the page than they first see.
Ideally though, a page should not exceed 2 printed pages of double-spaced, 12 point text!