An Insider’s Guide to Conversion Optimisation – Part Two

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Part 2: The Product Page

In the second part of this four-part series, we look at some of the ways how improving the design and functionality of your eCommerce product pages can drive conversion.

Design

Once your visitor has invested the time to get to your product page, you want to make sure that they can find all of the information they need straight away.

The Nielsen Group conducted eyetracking research which shows that users speed scan content on a Web page in the shape of the letter F. Also, you can see from the image below that asking a few simple questions early on in the search process can drive more relevant results, which could lead your users to find what they came looking for faster. 

Without question, your product name and image should be incorporated into the initial horizontal sweep. All of the important information like price, availability and short descriptions should be in the second, slightly lower, horizontal sweep.

When they finally page down vertically, preparing to spend more time to learn about the product, that’s where you can place more detail and specifications.

heatmap

Best Practices

If you really want to make the most out of the product page then you need to go that extra mile with product descriptions and interactive content. Try and picture what information you would need if you were considering buying that product. If you are stuck for ideas, take a look at one of your competitors’ sites. Also, consider adding some dynamic features like stock locations in stores, pop-ups to highlight scarcity, reviews, social media feeds, celebrity endorsements or even associated products. By doing this you are making your content unique which not only helps boost SEO but also enhances customer experience.

Look out for the third part of the series next week where we will deep dive into optimising user buying experience on your eCommerce product page.