If the purchase of your product depends on visual appeal make sure it’s presented in the most visually compelling way possible. Herbco.com product page:
The 2 Most Important Details on a Product Page
Your product page design should be based on the type of product being sold. If a shopper is buying a technical product, complex product, a product they aren’t familiar with, a product that’s very expensive, then they are going to focus on your product description. But for all other cases product image + customer reviews are the most important details. …
Compare and Contrast
Few facts about online shoppers— 1: They are impatient and unexcited about reading your 2,000 word product description. 2: They hate making a bad purchase decision, but the alternative of comparing multiple products on multiple sites isn’t ideal either. To solve for 1 and 2 consider adding an infographic like this on your product page—
Unique About Us Page
Cadence is a watch brand. Here is a screenshot of the top section of their About Us page— I love 2 things about it— 1: As you scroll down the page the brand story is revealed, and it’s written really well and presented in a highly readable way. 2: As you scroll down to read About Us content, from the …
Actual Size
One of the downsides of shopping online is that it’s hard to know product size dimensions. Some retailers place a coin next to product image so we can visualize relative size, but even that approach isn’t perfect. I was looking at a Shark Mug on uncommongoods.com and noticed this curious link (red arrow in screenshot below)— On click this appeared …
Gift Ideas
MetroKitchen.com is a site that specializes in cookware. They have a simple, yet very effective Gift Ideas page … … where shoppers select a relevant option and see a list of highly targeted gifts. Opportunity: On “For wine fans” page (for example) MetroKitchen.com just lists products– Which means I have to click the first item, read description, hit back button, …
Adding Punch to Product Images
The standard product page consists of product image followed by product description. However, to support product description if you can repeat the most important/differentiating points from your description into product image you will dramatically improve effectiveness. Posted below are some e-tailer examples. As you can see, this strategy works for all types of items- from diaper changers to ballet shoes:
Selling 18th Century Items Using YouTube
Every e-tailer (big-small, broad-niche, impulse buy-pricey stuff, PPC-SEO, single purchase-lifetime value) has a definite set of strengths and weaknesses. The key to success is focusing on your strengths. Jas-townsend.com is a niche e-tailer that is good at making product videos, which they use abundantly throughout their site. I wonder how many conversions can be directly attributed to these clever videos? …
Anchor product
Most shoppers click in and out of search results quickly, making it a challenge for the e-tailer to tell their story. We already know landing pages, content and site design play a role in slowing shoppers but I think retailers can do a better job using their anchor products. An anchor product is a product that does a really good …