May 2, 2012

How product pages can help boost sales

Product pages that offer favorable price comparisons, authenticity seals and consumer reviews can go a long way to convincing more shoppers to make a purchase, writes marketer Pablo Palatnik. "When consumers consider actual items to purchase, it's the product pages that determine if they want to buy from your website" so says Practical eCommerce. Here is the entire article:

Among the most underrated aspect of ecommerce websites are product pages. When consumers consider actual items to purchase, it's the product pages that determine if they want to buy from your website, or not. Product pages, in my view, are where the sales are really made.
6 Product Page Factors to Drive Sales

1. Price. Studies show that most online shoppers decide to purchase a product online based on the price. Consumers frequently shop for the best price. Always try to stay in line with your competitors' prices.

If you have better prices than they do, show it to consumers. One way to do this is by building your own price comparison box. This very element on your product page can prove to be extremely valuable to your consumers and really help with conversion rates.

2. Product authenticity. If you're a merchant that sells established brands, you know that product authenticity has been a concern since the beginning of ecommerce. This is mostly due to counterfeit goods sold through eBay and throughout the web. Your product page should have a seal of authenticity — i.e., a graphic — that assures consumers the product they are looking at is authentic. While some of the major sites like Zappos don't have this issue, mostly because they sell at full manufacturer suggested retail prices, many small-to-medium size retailers may lose sales due to shoppers' concerns about product authenticity., a retailer of eyewear, emphasizes being an authorized Ray-Ban dealer. This helps with authenticity.

3. Reviews on product page. While many consumers know what they want and are looking at it on your website, they may still search on Google for product reviews. They will look for reviews not only about your website but also for reviews about the product itself. This has contributed to the success of review websites. Even Google decided to display reviews in pay-per-click ads.

Instead of having consumers exit your website to read reviews, have the reviews on the product page itself. Services like Power Reviews can provide the platform for this. However, most shopping cart platforms offer a built-in reviews feature.

Amazon has great success because, in part, the amount of content on any product page is enough for consumers to make a decision about a purchase. Even if consumers decide not to purchase that product, they will always go back to Amazon because they know the amount of content there will always suffice to make a purchase decision. They trust Amazon because of the helpful descriptions of most of the products, and also because of the many consumer reviews on each product. Amazon provides many helpful reviews for each product, reducing the need for shoppers to search elsewhere for them.

4. Coupon code on product. Many consumers search on Google for coupon codes for your website. Sites like are thriving due to consumers seeking out coupons. Coupons help close the sale. While the consumer is on your website looking at a product, he or she might leave to search for coupon codes. Try, instead, to keep the consumer on your site.

If you have coupons to offer, make sure they are visible on your product pages. More than text, a simple graphic will do the job.

5. Product availability. Displaying a product's availability on a product page is underrated. When consumers consider a product, the first questions they often ask are, "Is it available? Is it in stock?" If you don't make this clear, you may delay the sale or lose it altogether.

If you have the product in stock, let shoppers know. Moreover, as a conversion tip, try to create a sense of urgency with consumers if that product is hot or running low. If you have a platform that allows you to show the quantity of stock, display that fact. The fewer the quantity, the more urgency it will create.
To create a sense of urgency, informs shoppers when a product is running low on stock.

6. "Add to Cart" and "Buy Now" buttons. Another underrated element on product pages is the "Add to Cart" button. Different wording will have different results and a different reaction to consumers. For example, the buttons can say either "Buy Now" or "Purchase Now." Conduct tests to determine which is best. Track conversion rates as you change and test different variations of the word and colors used.