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Three Elements for Creating eCommerce Product Pages that Convert

April 29th, 2015 Ashley Harbaugh No comments

Online merchants have a significant advantage in terms of providing customers quick and convenient shopping experiences, but there is a downside: not being able to physically handle products means shoppers can be less driven to buy.

But ecommerce product pages are key to breaking through purchasing hesitation. According to MarketingSherpa’s 2015 eCommerce Benchmark Study, “[Each] company needs to choose the elements on its product pages to fully express its product’s value proposition and address any concerns that could be held by its prospective customers.”

Check out our three guidelines for designing ecommerce product pages that eliminate shopper doubts and push them to complete their purchases:

1. Reduce Anxiety

Trust is essential to building a relationship between a customer and an online merchant. By using product pages to establish business and product credibility, online merchants show customers that they are in a safe, secure, and trustworthy environment.

Contact Information:

Customers want to make sure they have a place they can turn to for any issues or questions – prominently displaying contact information is crucial to making first-time visitors feel comfortable.

Reduce Anxiety

Always make contact information easy-to-find.

Reviews, Ratings, and Testimonials:

Before dropping hard-earned cash on a product, people like to truly know what they’re getting. Posting product reviews, ratings, and testimonials on product pages shows that not only have other people bought and used the product, but that they are getting value from it.

Another thing to keep in mind when posting product reviews: don’t be afraid to include negative ones. It might sound counter-intuitive, but negative reviews can actually help bolster credibility because it shows that the reviews are being written by real people, not by the company.

Reviews, Ratings, and Testimonials

Product reviews and testimonials build credibility with shoppers.

Site Security Symbols:

People will not enter credit card information on a site they don’t trust. Displaying trust symbols from reputable security companies (such as the Better Business Bureau, McAfee, etc.) is a quick and easy way to signal business trustworthiness, and to make customers comfortable with providing sensitive information.

Site Security Symbols

Trust symbols convey business integrity and make shoppers feel more secure about browsing and buying.

Return/Exchange Information:

Not every online purchase is going to work out – that’s just the nature of buying without seeing, feeling, trying on, etc. Showing product return policy and exchange information helps customers feel less nervous about committing to the purchase – if their purchase isn’t what they had in mind when they ordered it (which is always a fear when buying online), they have a way to fix it.

Return and Exchange Information

Displaying return and exchange policies help shoppers feel more at-ease with making online purchases.

2. Show Product Costs

This may seem obvious, but showing all the costs associated with online merchandise is an important way to build customer trust – because springing hidden fees or costs on the customer at the time of checkout will not inspire them to move forward.

Price:

Unless your product prices are only given “upon request,” always make prices instantly recognizable on your product pages.

Show Product Costs by Price

Don’t make shoppers guess at costs, or find out what they owe at the checkout – always make product prices easy-to-find.

Shipping/Handling Cost:

In addition to the price, also make sure that shipping methods and their associated costs are also displayed prominently on your site. For instance, shipping calculators that dynamically populate with the costs related to the customer’s selected delivery date or method are a great way to inform and engage the customer.

Show Product Costs by Shipping and Handling Costs

Shipping and delivery costs are another important consideration for online shoppers – providing that information up-front ensures customers aren’t surprised at checkout (because checkout surprises rarely cause checkout conversions).

3. Provide Information

High Quality Images:

Since customers can’t pick up and inspect an online store’s products, using high-quality, high-resolution images on your product pages are critical in not only promoting your products, but in showing your company’s professionalism. Brick-and-mortar stores don’t display merchandise that’s dirty or worn-out; ecommerce merchants shouldn’t display merchandise in grainy, ugly photos.

Provide Information through High Quality Images

High-resolution images, image zooming, the ability to change item colors, etc. all help show your products in the best light.

Product Descriptions:

The more information a customer has on an item, and the more they understand the benefits of using the item, the more likely they will be to purchase it. Short and long descriptions are both useful for product pages – short descriptions give a quick snapshot that captures the shopper’s attention, and long descriptions provide the in-depth information that helps seal the deal.

When creating descriptions, avoid making them boring, bland, or minimal – providing detailed, punchy narratives make it difficult for customers to resist.

Provide Information through Product Descriptions

Short and long product descriptions are necessary for giving customers the information they need to make well-informed purchases.

Videos:

Videos are a great way to convey information, an experience, or a customer testimonial in a quick, easily digestible way, which makes it easy for shoppers to learn more and engage with your products. And also to keep in mind is that we live in the age of the viral video – people love sharing videos that are fun, interesting, and educational on their social networks, so make sure to post high-quality video content that compels people to share.

Provide Information through Videos

Videos that entertain or enlighten capture attention and inspire people to share, leading to organic company promotion on social media networks.

Articles:

In addition to videos, people enjoy reading and sharing articles that contain valuable content. Whether it’s a how-to guide, or a list of unique ways to use a product, or helpful tips, articles are another method that encourages customers to connect with your company and what you offer. Like with videos, high-quality article content is key because it gives customers a reason to return – they want to see what cool new material is being posted.

Provide Information through Articles

High-quality articles can become important resources and reference tools for customers.

Similar Products:

“Customers who bought this bought that,” “Popular Items,” “Related Products” – posting similar or related items on a product page is a helpful way for customers to view more of your company’s offerings – and to increase the likelihood of cross-sell and up-sell conversions.

Provide Information through Similar Products

Showing related products creates cross-sell and up-sell opportunities, as well as encourages shoppers to further explore the online store.

Making the Customer Experience in the First Priority

Ultimately, all of these eCommerce product page elements are focused on one vital goal: to give customers an amazing shopping experience. The shopping experience is the true differentiator for ecommerce competitors – good shopping experiences mean a customer will return; but great ones mean a customer will return regularly and bring friends with them.

For more information on how you can improve the ecommerce shopping experience for your customers, please email us at ecommerce@ignify.com.

Ashley Harbaugh is a Marketing Coordinator at Ignify. Ignify is winner/finalist of the Worldwide Microsoft Partner of the Year Award in 2014, 2013, 2012, 2011 and 2010, and offers eCommerce, ERP, CRM, Order Management and POS solutions based on the Microsoft Dynamics line of products. Ignify has been included as the fastest growing businesses in North America for seven years in a row by Inc. Magazine and Deloitte in the FAST 500 from 2008 to 2013.

Storing and Accessing Valuable Content Quickly in Microsoft Dynamics CRM

April 21st, 2015 Ashley Harbaugh No comments

Effective communication translates to effective sales – which means salespeople need to engage with today’s buyer on the buyer’s terms. But this can be a challenge as today’s buyer doesn’t want to be engaged – at least, not until they decide to engage.

So what can break the silence? How can a salesperson proactively engage the prospect and take them further down the sales cycle without the prospect blowing him off?

The answer: By offering the prospect valuable content.

Whether it’s useful information, or a discount, or a special offer, salespeople need to deliver content that the prospect gains something from – because valuable content shows the prospect that the relationship with the salesperson is worthwhile.

But not only does this content need to be at the salesperson’s disposal; it needs to get to the prospect as quickly as possible.

Finding and retrieving that content, however, can be a challenge. Whether it’s due to an aging infrastructure, multiple repositories, or lack of any central storage system, not being able to locate content wastes a significant amount of selling time – which results in fewer sales. According to Docurated’s 2015 State of Sales Productivity report, survey respondents said that on average, sales reps spend approximately 8 hours per week searching for content.

By placing marketing content in a searchable, easily accessible storage place is essential for improving a salesperson’s efficiency.

One such place is the Knowledge Base in Microsoft Dynamics CRM – a database that helpfully allows reps to store, upload, search, and access useful materials. The Knowledge Base can be set up to house different categories of content, creating a useful hierarchy of item storage that reps can refer to.

Searching for articles is quick and easy, with reps able to search on a number of different parameters:

  • Full-Text Search: This search looks at all published articles containing the specified keywords in the search box.
  • Keyword Search: This search compares alternate terminology with the keywords specified in the search box. For example, an article about bicycles might use keywords such as “bike” or “cycle.”
  • Title Search: This search finds the titles of published articles for the keywords specified.
  • Subject Search: This search finds the subject of all published articles for the keywords specified.
  • Article Number Search: This search looks at the subject of all published articles for the keywords specified.

Storing and Accessing Valuable Content Quickly in Microsoft Dynamics CRM

The ability to browse articles according to different parameters gives reps flexibility in finding the content they need.

Since articles in the Knowledge Base are editable, team members can easily collaborate with each other on content. New articles can also be based on templates that define the structure of the specific document, but allow the rep to personalize the document according to their needs. After making customizations, the sales rep can then email the content from Microsoft Dynamics CRM directly to the prospect.

Storing and Accessing Valuable Content Quickly in Microsoft Dynamics CRM

Templates in the Knowledge Base allow reps to quickly and efficiently customize content for specific prospects, ensuring that the content is most relevant (and thus most valued) by the prospect they are sending it to.

By making critical knowledge available to your salespeople, you help set your team up for sales success. For more information on how Microsoft Dynamics CRM can improve your company’s sales productivity, please email us at CRM@ignify.com.

Ashley Harbaugh is a Marketing Coordinator at Ignify. Ignify is winner/finalist of the Worldwide Microsoft Partner of the Year Award in 2014, 2013, 2012, 2011 and 2010, and offers eCommerce, ERP, CRM, Order Management and POS solutions based on the Microsoft Dynamics line of products. Ignify has been included as the fastest growing businesses in North America for seven years in a row by Inc. Magazine and Deloitte in the FAST 500 from 2008 to 2013.