4 Elements of a Winning Product page
 

4 Elements of a Winning Product page

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"4 Elements of a Winning Product Page” takes the industry’s best of examples of online retailers who are getting it right, and who have reaped conversion and revenue rewards in return. The eBook ...

"4 Elements of a Winning Product Page” takes the industry’s best of examples of online retailers who are getting it right, and who have reaped conversion and revenue rewards in return. The eBook looks at crucial category page areas such as pricing, imagery, page layout, product ratings and reviews, calls-to-action, and recommendations to help retailers on a path to better customer experiences.

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    4 Elements of a Winning Product page 4 Elements of a Winning Product page Presentation Transcript

    • 4 ELEMENTS OF A WINNINGPRODUCT PAGEBEST PRACTICES IN RETAIL WEBSITE TESTING AND OPTIMIZATION, PART 3
    • 4 Elements of a Winning Product Page : : Best Practices in Retail Website Testing and Optimization, Part 3 Table of Contents 4 Elements of a Product Page 5 $ #1 Product Imagery, Pricing and Layout 6 #2 Product Ratings & Reviews 7 #3 Calls-to-Action 8 #4 Related Product Recommendations 10 Case Study: HarperCollins2
    • 4 Elements of a Winning Product Page : : Best Practices in Retail Website Testing and Optimization, Part 3 There’s no underestimating It’s really the only goal that matters at this point in the the importance path to purchase. But as we know, this is not as simple — or easy — as it sounds. of a product page. Because behind this seemingly straightforward choice for the visitor is a world of possibility for retailers when It’s the grand finale before a it comes to copy, design, layout and functionality. choice is made to “Add to Cart.” So, what does it take to improve your “add to cart” odds?3
    • 4 Elements of a Winning Product Page : : Best Practices in Retail Website Testing and Optimization, Part 3 Elements of a Product Page It goes without saying that the star of your product page is, well...the Product! But a multitude of details — from the small to the significant — play a pivotal role in giving shoppers the nudge they need to go from “on-the-fence” to “add-to- cart,” while still tempting them to shop more There are 4 and buy more. It starts by giving plenty of attention to your featured product with appealing and revealing images, along with key information and crucial parts relevant descriptions and recommendations. of the page to pay attention to for the utmost in optimization…4
    • 4 Elements of a Winning Product Page : : Best Practices in Retail Website Testing and Optimization, Part 3 Element #1 The clean design relies only on Product Imagery, the style and design of the product to grab the attention and interest Pricing and Layout of the shopper. $ Clearly displayed pricing information, along with called-out details Clear product images, on the shoe’s distinct fit, allow for taken from different informed shopping. angles and showing the ins and outs, the ups and downs, the size and colors, give shoppers the next-best thing A hover-over zoom feature mimics to brick-and-mortar the in-store experience by allowing shopping. shoppers to inspect the product closely. Pricing should be prominently displayed alongside images, and testing out different colors and font sizes will help you discover what resonates with your audience.5
    • 4 Elements of a Winning Product Page : : Best Practices in Retail Website Testing and Optimization, Part 3 Highlighted star-based ratings Element #2 system is displayed above the fold, offering immediate value Product judgment, while also encouraging shoppers to read more. Ratings & Reviews Starred reviews feature prominently in other recommended products, reinforcing the value of other products and encouraging Review details are located shoppers to explore them. directly below the product image to engage visitors. Product reviews are called out near the price display. The ratings and reviews of fellow customers can Share to social feature functionality with additional help sway uncertain Own/Love/Want feature allows — customers, or reassure and encourages — visitors them that they are to post to Facebook. buying into something great. Stars or numbered rankings offer an immediate signal that others have bought, used and rated a particular product, and they encourage shoppers Reviews can be sorted by to look to longer, text-driven “Most Recent,” “Lowest Rating” or “Highest Rating.” reviews for more product information and insights. Product images submitted by people who already have purchased offer a richer form of endorsement6 and recommendation.
    • 4 Elements of a Winning Product Page : : Best Practices in Retail Website Testing and Optimization, Part 3 Element #3 Calls-to-Action Crucial calls-to-action are featured in gold, the same color as the pricing, to draw the eye. Leave nothing up to chance with the button your visitors will be engaging with CTA is a bright color with an to “Add to Cart.” icon and clear language. Clear, prominent calls-to-action are essential to encouraging desired behaviors. Testing out the color, size, copy and location will inform you of what makes your customers click the most. CTA falls above the fold.7
    • 4 Elements of a Winning Product Page : : Best Practices in Retail Website Testing and Optimization, Part 3 Element #4 Related Product Recommended products Recommendations along right column l vertical recommendation carousel with manual scroll Maybe the product on the current page just isn’t the right one. Maybe your customers like it so much, they’d like to learn about other relevant products. With recommendations — of similar items or of products purchased by other people who searched or bought this product — you can cross-sell and upsell. Recommended products along far-right column are above the fold.8
    • 4 Elements of a Winning Product Page : : Best Practices in Retail Website Testing and Optimization, Part 3 The Full Throttle Sometimes, a product page just has it all goin’ on. Layout: This product page is organized as 3 columns, allowing much more information to be shown above the fold. Price, size and CTA are all presented in a far-right column, highlighted with a light blue box. Reviews and social elements are located directly below product name. The sizes are presented like buttons, darkening upon selection. Clear product pictures with CTA is shown in a contrasting alternate views color to draw attention. and zooms. Product description is presented in tab format, Recommended products that with “More” link that “Complete the Look” are shown to triggers a pop up with the right of the main image.9 additional text.
    • 4 Elements of a Winning Product Page : : Best Practices in Retail Website Testing and Optimization, Part 3 Real-Life Product Page Conversion DEFAULT Book retailer HarperCollins wanted to determine optimal page design to implement during site redesign. Instead of playing guessing games with their product pages, HarperCollins decided to use Maxymiser’s multivariate testing to inform the new design. WINNER The test looked at crucial elements such as price (showing or not showing), the CTA (red button vs. third-party branded icons), the location and look of the “read now” button and The winning presence of “shop other retailers” in page produced the description. a 4.77% uplift in conversion rates.10
    • 4 Elements of a Winning Product Page : : Best Practices in Retail Website Testing and Optimization, Part 3 Conclusion Product pages offer so And well-designed product pages much possibility. Every page is an opportunity tempt and inspire shoppers in a to engage users, inform their decision and make multitude of ways, again and again. a sale. Better produ ct pages. Bet ter ROI.11 If you are interested in speaking with someone at Maxymiser, please email info@maxymiser.com.