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How to Improve Your Product Pages. Part 2 - Bryan Eisenberg (7:15)Dr. Ralph F. Wilson , Web Marketing Today - Nov 10, 2009 |
Part 1 | Part 2
In this video interview, part 2 of 2 parts, conversion and e-commerce specialist Bryan Eisenberg offers a number of tips to help you improve your product pages.
Product Page Headlines and Titles. He recommends using two titles: a generic as well as a benefits-based title, to help bring more organic search traffic.
Product Images. He comments on variations -- using a model vs. no model, bigger images are better, images that show product details. He mentions Ortery's lightbox with a rotating base that allows you to photograph a product in 3D. Multiple images can also help sales. Usually the image should appear to the left of the copy, but sometimes images on the right work well. He recommends Feng-GUI.com for eye-tracking-like studies.
Product options. Product pages should show all the options in colors and sizes, without using drop-down menus.
Product descriptions. Product descriptions can list main features in a bulletized list for easy scanning, but can use tabs to make greater detail available for those who seek it.
Proof. By proof, Eisenberg means reasons to convince the shopper to buy this particular product. Sales involves transference of confidence, he says. Confidence can be engendered by things such as customer reviews, assurance of quality, awards, celebrities, testimonials, information about shipping, in-stock indicators, guarantees, etc.
Part 1 of this interview is also available.
Bryan Eisenberg is a principal with Bryan and Jeffery Eisenberg & Associates, consultants, speakers, and authors. This interview was recorded in May 2009 at the eMetrics Marketing Optimization Summit in San Jose, California.
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