2: Make the content on the page relevant to the product

It is very important that the content on each page is relevant to the product on the page. For example, where possible make sure that all the case studies, product reviews and feedbacks are related to the specific product on the product detail page. I know this is not possible in all cases especially when you are starting out and don’t have enough case studies or reviews so start with something and grow from there.

• Links on a product page should move the customer along the buying path, providing more information that will enable them to feel comfortable choosing your product. Some of your customers will want to know the specifications of your product, others just want to know the benefits and how they will feel using your products (customer reviews).
• Write down the top questions you are being asked by customers and provide the answers on your site. Where it is not possible to put this information on the product details page, provide meaningful links to where this can be found. For example, we know that shipping costs or return policy is a concern to customers so don’t hide it, let the customer know where they can find this information without searching for it.
• Depending on your product(s), always ask yourself if there is information you can provide that would build trust with the customers. If you sell shoes for example, it may be a good idea to give tips on caring for the shoe they are looking to purchase. Think of ways of helping your customers with more than just the immediate sale, after all they are in a position to recommend your website and provide repeat business.
• Video is a powerful medium for demonstrating how a product looks or works, consider providing a well thought video with a voice over describing the benefits of your products. Best place for this video would be on the product detail page with either a link to the video (opens in a pop up window) or have it play in the product display window. I know producing these can be expensive, so do it for the top 5 or 10 products you want to sell and add more when you can afford it.

Back to 7 Tips - Previous Tip - Next Tip