4 Elements of a Winning Product page

BEST PRACTICES IN RETAIL WEBSITE TESTING AND OPTIMIZATION,

PART 3

4 ELEMENTSOF A WINNING

PRODUCT PAGE

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4 Elements of a Winning Product Page : : Best Practices in Retail Website Testing and Optimization, Part 3

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Table of Contents

4 Elements of a Product Page

5 #1 Product Imagery, Pricing and Layout 6 #2 Product Ratings & Reviews 7 #3 Calls-to-Action 8 #4 Related Product Recommendations 10 Case Study: HarperCollins

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There’s no underestimating the importance of a product page. It’s the grand finale before a choice is made to “Add to Cart.”

It’s really the only goal that matters at this point in the path to purchase. But as we know, this is not as simple — or easy — as it sounds.

Because behind this seemingly straightforward choice for the visitor is a world of possibility for retailers when it comes to copy, design, layout and functionality.

So, what does it take to improve your “add to cart” odds?

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Elements of a Product PageIt goes without saying that the star of your product page is, well...the Product!

But a multitude of details — from the small to the significant — play a pivotal role in giving shoppers the nudge they need to go from

“on-the-fence” to “add-to-cart,” while still tempting them to shop more and buy more.

It starts by giving plenty of attention to your featured product with appealing and revealing images, along with key information and relevant descriptions and recommendations.

There are 4

crucial parts of the page to pay attention to for the utmost in optimization…

The clean design relies only on the style and design of the product to grab the attention and interest

of the shopper.

Clearly displayed pricing

information, along with

called-out details on the shoe’s

distinct fit, allow for informed shopping.

A hover-over zoom feature mimics the in-store experience by allowing

shoppers to inspect the product closely.

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Clear product images, taken from different angles and showing the ins and outs, the ups and downs, the size and colors, give shoppers the next-best thing to brick-and-mortar shopping. Pricing should be prominently displayed alongside images, and testing out different colors and font sizes will help you discover what resonates with your audience.

Element #1Product Imagery, Pricing and Layout

Highlighted star-based ratings system is displayed above the fold, offering immediate value

judgment, while also encouraging shoppers to read more.

Starred reviews feature prominently in other recommended products, reinforcing the value of other products and encouraging

shoppers to explore them.Review details are located directly below the product image

to engage visitors.

Share to social feature functionality with additional

Own/Love/Want feature allows — and encourages — visitors

to post to Facebook.

Reviews can be sorted by “Most Recent,” “Lowest Rating”

or “Highest Rating.”

Product reviews are called out near the price display.

Product images submitted by people who already have purchased offer a richer form of endorsement

and recommendation.6


Element #2Product Ratings & Reviews

The ratings and reviews of fellow customers can help sway uncertain customers, or reassure them that they are buying into something great. Stars or numbered rankings offer an immediate signal that others have bought, used and rated a particular product, and they encourage shoppers to look to longer, text-driven reviews for more product information and insights.

CTA falls above the fold.

Crucial calls-to-action are featured in gold,

the same color as the pricing, to draw the eye.

CTA is a bright color with an icon and clear language.

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Leave nothing up to chance with the button your visitors will be engaging with to “Add to Cart.” Clear, prominent calls-to-action are essential to encouraging desired behaviors. Testing out the color, size, copy and location will inform you of what makes your customers click the most.

Element #3 Calls-to-Action

Recommended productsalong far-right column are

above the fold.

Recommended products along right column l

vertical recommendation carousel with manual scroll

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Maybe the product on the current page just isn’t the right one. Maybe your customers like it so much, they’d like to learn about other relevant products. With recommendations — of similar items or of products purchased by other people who searched or bought this product — you can cross-sell and upsell.

Element #4 Related Product Recommendations

The sizes are presented like buttons, darkening upon selection.

Price, size and CTA are all presented in a far-right column, highlighted with a light blue box.

CTA is shown in a contrasting color to draw attention.

Layout: This product page is organized as 3 columns, allowing much more

information to be shown above the fold.

Reviews and social elements are

located directly below product name.

Product description is presented in tab format,

with “More” link that triggers a pop up with

additional text.

Recommended products that “Complete the Look” are shown to

the right of the main image.

Clear product pictures with

alternate views and zooms.

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The Full ThrottleSometimes, a product page just has it all goin’ on.

WINNER

DEFAULT

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Book retailer HarperCollins wanted to determine optimal page design to implement during site redesign. Instead of playing guessing games with their product pages, HarperCollins decided to use Maxymiser’s multivariate testing to inform the new design.

The test looked at crucial elements such as price (showing or not showing), the CTA (red button vs. third-party branded icons), the location and look of the “read now” button and presence of “shop other retailers” in the description.

Real-Life Product Page Conversion

The winning page produced a 4.77% uplift in conversion rates.

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Product pages offer so much possibility. Every page is an opportunity to engage users, inform their decision and make a sale.

Conclusion

Better product pages. Better ROI.

If you are interested in speaking with someone at Maxymiser, please email [email protected].

And well-designed product pages tempt and inspire shoppers in a multitude of ways, again and again.

mailto:info%40maxymiser.com?subject=4%20Elements%20of%20a%20Winning%20Product%20Page

4 Elements of a Winning Product page

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