Every Product Page Is A Sales Page

Every Product Page Is A Sales Page

May 9th, 2011

One of the most common mistakes retailers online make has to do with the actual selling aspect of their business. As a retailer, it’s your job to get people to your store and sell them what you have to offer — especially now that consumer can find products for less through networks like eBay and Amazon.

Though you’re not in a store, you still need to present the products you’re selling in the best light possible and inform the customer not only what the product is, but also why they need it. This is where the art of the sales person and pitch comes into play. Just as it comes into play during the experience in a store, the people browsing your products online require some sort of sales pitch and experience if they’re going to buy from you.

A few things to keep in mind while creating your products pages include the following:

Keep It Organized

Just as with all retail stores, you need to provide your customer with an experience they find pleasant and welcoming. Achieving this is as simple as keeping your website organized and helpful. Refrain from too many distractions, yet provide enough product on your site to attract potential buyers to purchase additional items.

The key is to make it easy for your visitor to navigate while still using the space you have to cross-promote products and lead customers toward that check out area.

Link It Up … In a New Window

Building links between your product pages, blog posts, and other pages is an important aspect of running a website. For  business owners, it’s how you send people to other areas or products on your website (much like telling someone something is on aisle 14, website owners can offer a hyperlink to that area). However, you have to be careful when interlinking between pages because often times a visitor will be set on buying something, then navigate away form the page. To avoid this, simply add the specification for the link to open in a new window. This will launch the web browser in a new window and enable them to view the new page, without leaving the first page.

In essence, this is a tool that enables the website owner to avoid losing the customer forever when they shut the second window.

This helps keep the visitor on your website, which in turn helps increase sales.

Make it Easy to Contact You

Another problematic area for a lot of online retailers is offering a way for visitors to contact them for more information about a product or special offer. This is absolutely crucial if you hope to persuade customers to buy from you. Without the ability to contact you, they aren’t going to trust you.

Providing your contact information or a contact form should be a part of every sales pitch, just as it is with retail stores offline. Phone number, email address, social networks, and a reminder of the website where they’re viewing the product — all of these will help increase the potential of visitors buying from you.

Combining these few tips will increase the potential your product page has of converting a visitor to a customer.What else do you find works particularly well on your product pages?

1 Comment

  1. We would like to thank you once more for the lovely ideas you gave Jesse when preparing her post-graduate research as well as, most importantly, with regard to providing all of the ideas in a single blog post. Provided that we had known of your site a year ago, i’d have been rescued from the pointless measures we were implementing. Thank you very much.

    Comment by prishtina — January 16, 2012 @ 5:51 pm

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