Driving Conversions: Product Pages and Content

Chapter 5 of Ecommerce Best Practice: Converting Demand

The product page is often where the customer decides whether to buy or not, making it a particularly important consideration for ecommerce teams. This chapter outlines – with examples – the most important elements required on a product page, also considering the role of content hubs and ratings and reviews in persuasion.

17 minute read

Often where the customer makes their final decision on whether to buy or not, product pages are a crucial element of the ecommerce experience, where several elements need to work together in perfect harmony. This chapter outlines best practice for creating product pages that convert and looks at the role of content in persuasion. It covers:

Critical elements: What are the most important parts of the product page, and how can their performance be tested?
Ratings and reviews: What role do ratings and reviews play on a product page, and how can marketers manage them optimally?
Content hubs: Away from the product page, content hubs play an important role in deepening customer trust while boosting SEO for the site. What are the best approaches for creating content hubs?