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passions, and connect with one another
9 Questions for your product page
Who is your customer?
Where did they come from?
What type of device did they use?
Do you know your user states?
Does your imagery differentiate?
Is your copy more than specs?
How do you encourage brand engagement?
Does data guide your decision process?
Does your page load quickly?
• Form a hypothesis about your design change
• Agree on what you will use to judge success whether
conversion, RPV or even click through rates
• Use A/B/MV testing to see how the customer responds
• Let the analytics guide the design
• Be consistent in your approach to interpreting the data
Original page emphasized what was
out of stock vs in stock
New Design presents the stock
status in a cleaner presentation
AB testing revealed that there was no significant
difference between the two designs
Why speed matters
2008 Aberdeen Study
‘ A 1-second delay in page load time equals 11% fewer page views, a 16% decrease
in customer satisfaction, and 7% loss in conversions’
2009 Akamai Study
47% of people expect a web page to load in two seconds or less.
40% will abandon a web page if it takes more than three seconds to load.
52% of online shoppers claim that quick page loads are important for
their loyalty to a site.
14% will start shopping at a different site if page loads are slow, 23% will
stop shopping or even walk away from their computer.
64% of shoppers who are dissatisfied with their site visit will go
somewhere else to shop next time.
2012 Tagman case study
• Directly tied conversion rate/revenue to page performance for
GlassesDirect.com and substantiated the Aberdeen study
• Evaluate internally vs
externally served content
– Pingdom, Alertsite, Keynote,
Gomez, Neustar, etc.
• Monitor page performance
on different devices
• Trend over time and overlay
against traffic data
• Not sure where to start?
Use scoring sites
– Yslow, Google PageSpeed
• Evaluate page objects and look for opportunities to
reduce page weight and server calls
– Consolidate CSS/JS libraries
– Use CSS Sprites for background images, buttons, etc.
– Leverage a CDN - at least for static content
Leverage the local browser cache (expire headers)
Leverage common libraries
Consider tag management services
Ensure 3rd party plugins are non-blocking on load
Evaluate content areas and ensure you have a plan if
the 3rd party fails to load
1. Use personas to help guide the creative discussion
2. Tailor your messaging based on the referral source
3. Optimize the page based on device capability
(responsive/adaptive design or direct optimization)
4. Personalize content based on user state
5. Don’t scrimp on imagery
Shoot apparel on live models
Leverage lifestyle imagery
Invest in video for complex and/or best products
6. Use product copy to showcase your voice
7. Provide a forum for customer engagement
Customer submitted content
8. Leverage A/B testing to evaluate designs
9. Improve overall page load time to increase conversion