Visitors to your site's product pages want to achieve certain goals. Make it easy for them and you can increase your sales. Many of the tweaks and changes mentioned in this article owe as much to good web site design as they do to SEO. We'll look at how successful ecommerce companies such as Amazon and Dell pull it off.
Look at your product page through a customer's eyes. You may want to buy a digital camera, for instance, but you're still not sure which model would best suit your needs. So you may still be gathering information. How does this camera stack up against a less expensive one – or one sold by your competitor? How much are the delivery costs? How good is the warranty? What is your company's return policy? And perhaps most important: can I trust you?
Your product page should answer these questions and any others a visitor might ask. If you're starting out with pages that sound like skeletons in comparison to this description, don't panic. I'm going to show you how to put some flesh on those bones. You might not have to change as much as you think.
I'm going to start with the most obvious item: the call to action. Every product page should have one of these. Visitors aren't going to forget that you're selling something, but you're not going to get a sale if you don't ask for it. You can do it implicitly, the way Amazon does in the screen shot below:
Amazon tries to convince you to buy by telling you how soon it will deliver the item if you order by a certain time, how much you save off the list price, and more. I've cropped the page so you don't see some of the options, which are also important – and even if they don't result in outright purchases, they do count as conversions of a sort. So let me show you the right side column, which you don't see in the above shot.
There's an add to shopping cart button right at the top. You'll notice that Amazon includes other choices as well, so you can buy something else if this product doesn't suit your needs. You can order it used, sell yours, add it to your wish list, shopping list, wedding registry, baby registry (all of which seem to be different forms of wish lists), and – not visible in this screen shot – tell a friend about it. Every one of these actions may lead to a sale.
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