The Anatomy of Effective Product Pages
Before discussing the topic of effective product pages it’s worth pointing out that the nature of social media and the immediacy at which information can be consumed has caused a shift in the way buyers behave online.
In the past, the buying decision process was a three stage model and primarily involved tangible products. Consumers went from seeing something they desired, to making the effort to buy that item and finally consuming/experiencing the product at which point they would either be satisfied or unhappy with their purchase decision.
As our reliance on technology becomes ever more commonplace in today’s fast-paced society, businesses have to keep up. Marketing attempts shifted from television to new media and companies scrambled to compete on a global scale for every second of our attention.
Statistically, websites (and product pages in particular) must pass the dreaded blink test, or the ‘Three Second Rule’. This rule (law?) states that a consumer will make up their mind about a website and everything they perceive it to be in less than three seconds.
It seems that the buying decision process has changed into what is now being referred to as the “Zero Moment of Truth (ZMOT),” whereby consumers are taking near-immediate action based on online advertising stimuli. When you consider that fact that consumers typically have to navigate a gauntlet of online advertising campaigns, it isn’t difficult to see why conversion rates are so important.