Posted on November 13, 2007
Filed Under (Marketing, Web Design) by jennifer
According to MarketingSherpa’s just released “Landing Page Handbook, Second Edition,” 79 percent of traffic from search engines is directed to interior pages, making every product or landing page a de facto home page.

“Today’s home page is quickly evolving into not being a home page,” explained Guy Mansueto, the vice president of eMarketing at Bayshore Solutions, an Advertising Age Top 100 Interactive Marketing Services Agency. “And the reason for that is the tremendous amount of search taking place today on the Internet [over 9 billion searches a month in the U.S. alone, according to comScore]. Search engines are now defining what a site’s home page really is.” And more often than not these days, it’s a product page.

The trouble is, if your product pages don’t include the proper amount and mix of information that online shoppers are looking for, they’ll leave without making a purchase. Indeed, according a recent survey conducted by ARS eCommerce and the e-tailing group, 79 percent of online shoppers rarely or never purchase a product online without complete product information — and 72 percent abandon the site completely, often going to a competitor, if they don’t find what they want or need on a particular product page.

So how can e-commerce businesses optimize their product pages to attract search engine traffic and turn visitors into purchasers? According to the ARS eCommerce/e-tailing group Online Content Impact Survey, the Top 10 product page must-haves were:
  1. a product overview
  2. a merchant guarantee
  3. stock status/availability
  4. a high quality image
  5. customer service links
  6. product-specific information
  7. a long (detailed) description
  8. a size chart
  9. a toll-free number
  10. customer ratings

To learn more about how you can make your website’s product pages pop — and increase your average order, check out my article, “Profitable Product Pages.”

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