BEST PRACTICES

17 PRODUCT DETAIL PAGE

It takes many components to make a successful product detail page that converts and it often involves creative, technical, and management decisions.

Our aim here is to provide a checklist driven by best practices that you can use in either the creation of a new product detail page or as an inspection sheet to make sure your current product detail pages are complete.

1. Product NameThis is one place where longer is better. That’s because each word is a potential keyword for organic search. Long names also implicitly indicate more value and stand a better chance of attracting the visitor’s attention.

2. Product DescriptionGreat copywriting begins with an

understanding of the audience – their needs, their desires, their problems, and the

words they use to describe them.

3. Call to ActionOnce you’ve provided key benefits, squarely faced objections, and provided answers to the prospect’s questions, you’ve earned the right to present the call to action. This can be as simple as an “Add to Cart” button.

4. GraphicsThis is where your writers and designers

join forces. High-quality photos or illustrations lend credence to the copywriter’s description.

5. VideosThe practice of including video elements in the digital assets strategy has risen so dramatically that many ecommerce sites now consider videos essential. Some say videos can push conversions by 85% or more.

6. Social ProofPeople trust their peers

more than they trust advertisers and

marketers. One statistic states that user reviews

can carry twelve times the punch of a business’s

claims.

Remember, though, to make sure the social proof supports your

message and speaks to your audience.

7. Product Recommendations and ComparisonsThe product being viewed may not be the best selection for the prospect. By providing similar recommendations and giving the visitor the option of comparing product features and benefits, you can often maintain the attention of a prospect who may otherwise have gone elsewhere.

8. Add to Wish ListThe visitor may not be ready to buy now.

This function provides the ability to add the product to a wishlist for later consideration. That can save shopping time and serve as a

personal reminder..

9. Customer ServiceCustomer service should not be intrusive, but it should be readily available. Options include phone-in support, email support, and chat support. Each comes with its own technical challenges. All options should be prominent on the page.

10. Image AlternativesThe primary image is normally a hero shot, but other views can be helpful. Thumbnail

images that can be enlarged give the prospect a detailed view of the product.

11. Product AssociationsCross-selling and up-selling can help you encourage customers to consider complementary or more premium products.

Marketing will decide which items to propose. Developers will determine how to make it happen.

12. Video ShowcasesVideos are another area

where customer-submitted content can be helpful.

13. Smaller FeaturesMinor features can also create a big cumulative impact. For example:

• Size charts • Social sharing icons • Breadcrumb navigation • Store locator

14. Return PolicyThe better you back your

products, the more of them you’re likely to sell.

Companies that sell quality goods stand little to lose by

offering liberal returns. If your return policy is strong, brag

about it. This is one more place to bolster the prospect’s

assurance that the absolute right choice is to buy from

you.

15. Guarantees and WarrantiesSimilar to return policy, if you back your products with a strong guarantee, then bring it up and brag about it. Don’t hide it in fine print at the bottom of the page.

16. Shipping DetailsThe best shipping for

ecommerce is always “free and fast.”

Of course, you must balance delivered price against your cost,

so free shipping isn’t always feasible. Whatever you decide

here, be upfront with it. Surprising customers with a low display price, then making it up with an oversized shipping and

handling fee is a great way to lose business and get poor

reviews.

17. The PricePricing is an integral part of marketing. Ecommerce gives you the ability to easily adjust prices, then observe the real-time effect on consumer behavior and the impact on sales.

The Good are conversion rate experts who deliver more revenues, customers, and leads. The Good has helped brands like Nike, Xerox,

Easton, and Klean Kanteen drive sales and ensure proper revenue realization from their e-

commerce and lead conversion efforts.

Learn more at thegood.com