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econsultancy_xml

Here are ten recommendations... <blockquote> 1. Strike the right balance You need the right balance between guiding and supporting the decision-making of less informed customers, and providing the technical detail expected by better-informed customers. 2. Dedicated landing pages For popular or high-value search terms, dedicated landing pages should be developed to accomodate the different types of needs and expectations that you anticipate from customers. 3. Keep your promises Always keep your promises to customers – if they click a link for a particular product category, don’t take them to the homepage or, even worse, to a page containing the wrong products. 4. Feature filtering Use <a href="/blog/985-feature-filtering-what-is-it-and-why-do-you-need-it">feature filters</a> where possible. Feature filters are valuable tools for helping customer choose products suited to their needs. 5. But use them with care Feature filters need to be powered by good quality product metadata and need to have helpful interactive behaviour – otherwise they can become more frustrating and damaging of customer trust than if you had no feature filter at all. 6. Purchase justification This can be important at the product category level as well as the product level (e.g. why should I buy an LCD television as opposed to a cheaper CRT television?). 7. Provide 'scent trails' Always provide clear ‘scent trails’ to enable different customers to pursue different purchasing journeys. 8. Product testimonials Word-of-mouth marketing is known to be more effective than sales messages from manufacturers or retailers. If possible, feature (genuine) testimonials for products. 9. Reinforce customer trust Kitemarks, partners, visible customer support options. All these things convey trust and respectability. They ease the mind of the prospective buyer, who might not know your brand. <a href="/blog/1288-establishing-trust-in-the-buying-process">Trust is very important.</a> 10. A clear call-to-action Display the buy it now/add to basket button prominently above the fold - don't make your customers search for it. </blockquote> Also see our <a href="http://econsultancy.com/reports/online-retail-user-experience-benchmarks-2006"> Online Retail User Experience Benchmarks 2006 </a> for more information.

<FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph> <Quote>Here are ten recommendations...</Quote> </Paragraph> <Block> <Paragraph>1. <Emphasis>Strike the right balance</Emphasis><LineBreak />You need the right balance between guiding and supporting the decision-making of less informed customers, and providing the technical detail expected by better-informed customers.</Paragraph> <Paragraph>2. <Emphasis>Dedicated landing pages</Emphasis><LineBreak />For popular or high-value search terms, dedicated landing pages should be developed to accomodate the different types of needs and expectations that you anticipate from customers.</Paragraph> <Paragraph>3. <Emphasis>Keep your promises<LineBreak /></Emphasis>Always keep your promises to customers – if they click a link for a particular product category, don’t take them to the homepage or, even worse, to a page containing the wrong products.</Paragraph> <Paragraph>4. <Emphasis>Feature filtering</Emphasis><LineBreak />Use <Link URL="/blog/985-feature-filtering-what-is-it-and-why-do-you-need-it" Window="New">feature filters</Link> where possible. Feature filters are valuable tools for helping customer choose products suited to their needs.</Paragraph> <Paragraph>5. <Emphasis>But use them with care</Emphasis><LineBreak />Feature filters need to be powered by good quality product metadata and need to have helpful interactive behaviour – otherwise they can become more frustrating and damaging of customer trust than if you had no feature filter at all.</Paragraph> <Paragraph>6. <Emphasis>Purchase justification</Emphasis><LineBreak />This can be important at the product category level as well as the product level (e.g. why should I buy an LCD television as opposed to a cheaper CRT television?).</Paragraph> <Paragraph>7. <Emphasis>Provide 'scent trails'<LineBreak /></Emphasis>Always provide clear ‘scent trails’ to enable different customers to pursue different purchasing journeys.</Paragraph> <Paragraph>8. <Emphasis>Product testimonials</Emphasis><LineBreak />Word-of-mouth marketing is known to be more effective than sales messages from manufacturers or retailers. If possible, feature (genuine) testimonials for products.</Paragraph> <Paragraph>9. <Emphasis>Reinforce customer trust</Emphasis><LineBreak />Kitemarks, partners, visible customer support options. All these things convey trust and respectability. They ease the mind of the prospective buyer, who might not know your brand. <Link URL="/blog/1288-establishing-trust-in-the-buying-process" Window="New">Trust is very important.</Link></Paragraph> <Paragraph>10. <Emphasis>A clear call-to-action <LineBreak /></Emphasis>Display the buy it now/add to basket button prominently above the fold - don't make your customers search for it. <LineBreak /></Paragraph> </Block> <Paragraph> <Emphasis> <Quote>Also see our </Quote> </Emphasis> <Link URL="http://econsultancy.com/reports/online-retail-user-experience-benchmarks-2006" Window="New"> <Emphasis> <Quote>Online Retail User Experience Benchmarks 2006 </Quote> </Emphasis> </Link> <Emphasis> <Quote>for more information.</Quote> </Emphasis> </Paragraph> </FormattedContent>

2007-06-04T14:22:00+01:00

econsultancy_xml

Around half of all online purchases are preceded by a search, so landing pages can be vital to the success of your e-commerce plans. The trick is to consider the mindset of your visitor and provide just enough information to persuade them to purchase, but not too much so that they are distracted.

<FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph> <Emphasis>Around half of all online purchases are preceded by a search, so landing pages can be vital to the success of your e-commerce plans.</Emphasis> </Paragraph> <Paragraph>The trick is to consider the mindset of your visitor and provide just enough information to persuade them to purchase, but not too much so that they are distracted.</Paragraph> </FormattedContent>

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Ten tips for product landing pages false

2007-06-08T13:30:00+01:00

ten-tips-for-product-landing-pages

2009-04-30T04:46:27+01:00

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