Aspects to take into account in the product page to influence the purchase

08/06/2017

Angela de la Vieja

The base of your ecommerce is well developed. In the technical part you have a good platform and good developers, and the infrastructure is well sized. In the design and functionality part you have invested so that the user experience is the best, so that your customers can buy easily. However, you would like the conversion to be greater.

To overcome the challenge of influencing the purchase, you must take into account a series of details, those fine adjustments that can give you the boost that you need so that your users not only buy, but repeat.

The product page is the key space for the sale. It is the scenario where you have to take care of every detail and where you have to improve permanently in order to influence the purchase.

There are three points on the product page that can significantly increase your influence in your potential customers and can make the conversion experience a great improvement:

1. Photographs of product in use. The visual context of the product is essential to drive conversion. Many studies and tests show that the quality of the images can increase the conversion by up to 40%. A great improvement point is to give the user more contexts: offer 360º photographs, which allow him to see the product from all possible angles; and include images with the product in use.

This practice is already common in manufacturers from sectors as diverse as fashion, consumer technology or sport, where it is no longer enough to offer a product image to win the battle of conversion. Showing photographs of the product in use is essential to scale and human dimension.

2. Writing the information sheet. The text that accompanies a product is another of the critical elements for the user to make a decision. The expectation that the users have about the description of the products is not a mere collection of characteristics or a simple description that explains what is already seen in the photo.

Users expect at least relevant information. But if you also want to boost the conversion, the texts of the product listings must go further, they must present a product in an inspiring way and give the user 'emotive reasons' to buy. There are many experiments in this area; perhaps you remember the one of Meclabs with the Steve Jobs image. In this link you can see how you can achieve a 78% increase in conversion only with improved descriptions.

3. The delivery date. The certainty of receiving the product that the user is interested in buying soon is possibly one of the things that most influence the conversion along with the price. It is true that having the stock information in real time, and also submitting a deadline means a lot of effort for ecommerce. But the truth is that the effort is worth it: many studies, such as ComScore, show that 25% of users abandon the purchase process because the delivery date is not visible in the product sheet. So, however great the effort, it will have a sure reward in the form of conversion.

11/11/2022

Consumer behavior: How can behavior tracking be effective for setting the right pricing strategies?

Behavior tracking is becoming massively popular today. As a result, pricing strategies born from studying consumer behavior are a merchant's dream come true. If done right, it can conquer every market for the business quickly. With abundant data available, the strategic makeover of the pricing models is becoming easy for companies.

What is behavioral tracking, and how is the data beneficial in pricing?

For a quick understanding, behavioral tracking refers to gaining in-depth knowledge and insights into consumers through their web data. Their browsing habits, spontaneous decisions, shopping interests, and preferences come under behavioral tracking.

How can enterprises use customer behavior data?

Companies can use customer behavior data as a tool to strengthen their hold on the market. A customer’s preferences, values, and tendencies allow businesses to work in sync with them through the collected data. Apart from this, customer behavior can also aid in:

Tailoring customer needs for customer retention

Personalization is becoming the heart of a company’s growth. No matter in which area an enterprise is functioning, tailoring the services, products, and solutions is becoming increasingly crucial. Uniqueness and personalization attract the crowd like no other.

Increasing the overall value

One of the best ways customer behavior data affects a business is by upgrading the value of customers for the business. The customer’s characteristics allow the company to target the people that match the business prospects well.

Optimizing every type of content

Everything that is up for digital display requires content. You must have seen companies unveiling their products or services through advertisements and making the initial public appearance. Two essential sales strategies – upselling and cross-selling comes through content optimization.

Pricing Strategy

Last but certainly not least is the influence of customer behavior data on the pricing strategy. The pricing strategy essentially constitutes content derived from data analysis. Companies need to have a dynamic approach to the pricing system to attract the right customers.

17/02/2015

Saint Valentine’s Day, always a good opportunity

V-Day is looming, a long-awaited date for all and also a good occasion for the eCommerce. According the study conducted by Prosper Insights and Analytics, it is forecasted the average consumer expense that day will be the highest in last years. Furthermore, 25% of them will buy online, which means an increase of 4% regarding 2014 (The US department of Commerce). This is, therefore, a key date where market competitiveness increase and which could be assumed as a big opportunity for our business or, a big fail if we do not adopt the correct strategies.

How to turn this event into an opportunity? To achieve this goal, we need to adapt our prices to this hostile environment, i.e. we need to develop an appropriate Dynamic Pricing strategy that allows us to adapt our prices to the variations produced in supply and demand and to position us ahead of our competitors. In V-Day, the frequency in changes will be higher, carrying it out each hour or even each minute. It is estimated that 65% of leader retailers have the ability to respond quickly at these variations, such Amazon. For this reason, it acquires great importance the correct use of a software specialised in price motorisation of competitors. Do not miss the time and adapt your business to new adversities.

28/12/2022

Which are the best footwear marketplaces to sell on?

Footwear marketplaces are booming. The last decade has seen the launch of new specialized marketplaces with millions of different users. Among them are Spartoo, Sarenza and Farfetch, portals with international reach. Their main value is that they unite hundreds of footwear brands, as well as offering clothes and accessories. Although each has its own characteristics, they are all vertical marketplaces, i.e., they focus on a specific area, and their sales categories are interrelated. For sellers, these portals provide an opportunity to expand sales channels and drive the globalization of their e-commerce business. We explain how to sell on these footwear marketplaces so that you can assess whether they align with your plans for the future and then start defining a possible pricing strategy.