The Product Page 2012: 7 Must-Test Elements
The seven must-test elements to try across your product page sections in order to convert visitors into sales this year.
The seven must-test elements to try across your product page sections in order to convert visitors into sales this year.
All retailers have product pages. Some product pages are good in that they help you sell. Some product pages are neutral in that they don’t detract from making a sale. Some product pages – well, they hurt your sales.
Is your product page earning it’s keep? Is it attracting and engaging qualified buyers? Does it have a profitable look-to-book ratio? Product pages must work harder than ever before, since visitors are demanding more from your product pages than they ever have before. Add to that Google’s Panda search algorithm updates, which made unique and relevant content the minimum barrier to entry to attract search engine traffic, and you’ve got a complicated formula for success. So if you want to convert visitors into sales, you better figure out how to up your game.
When we teach people about product pages, we break them down into the five sections of the product page:
There are many tests you can perform across the five product page sections. However, there are seven must-test elements you must try in order to succeed this year. We have been seeing these concepts work across a large group of companies.
There are so many different tests you could potentially experiment with on your product pages, but this list of seven should be a good start to optimizing so that you’re ready for Q4 2012.
In the next column, we’ll look at optimizing your product/service pages for non-e-commerce websites.