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09.16.08 Web Marketing Checklist For Product Pages  By Stoney deGeyter What this is about: This list covers multiple issues for individual product pages. These are the pages which generally provide information on a single product only. Why this is important: The product page has a very singular focus: one product. It's job is to provide the visitor with the information about that product they need to be convinced that it is exactly what they are looking for. If you're product pages cannot convince visitors to buy, then you're simply dead in the water. What to look for: • Visible calls to action: Make sure you place strong visual calls to action where they will be most beneficial (near the product). • Clear contact info (phone #): Provide a means to contact you should the potential buy have a question. A link to a contact us page is good, a phone number is better. • Consistent layout: The layout of the product pages should be consistent from page to page. • Clear pricing: Pricing should be clearly distinguishable from the rest of the product content. Bigger and bolder is better. • Show additional fees: If there are any additional fees associated with the product, make them clear now.
• Clear product presentation: Keep page neat and tidy with the focus on the product itself. • Show shipping cost: If shipping is fixed, or there are a variety of shipping options, show the additional costs. • Show availability: If products have a tendency to be sold out, on back order or otherwise unavailable, make sure availability is clearly displayed. • Provide delivery options, details: Provide multiple delivery options and the associated details (overnight, standard, etc.) • Estimate delivery date: Provide and estimation of delivery date so customers know when they can expect to receive the item. • Link to site security info: Provide links to your security and privacy policies. • Return / guarantee info: Provide, or link to, details regarding return and or/ guarantee policies. Shoppers feel better knowing you have such policies, even if they don't read them. • Allow "save for later": Not every visitor wants to buy right now. Allow an option to save the item for a later time. Continue reading this article. About the Author: Stoney deGeyter is president of Pole Position Marketing (www.PolePositionMarketing.com), a search engine optimization / marketing firm providing SEO and website marketing services since 1998. Stoney is also a part-time instructor at Truckee Meadows Community College, as well as a moderator in the Small Business Ideas Forum. He is the author of his E-Marketing Performance eBook and contributes daily to the E-Marketing Performance (www.eMarketingPerformance.com) marketing blog. |
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