9 Questions for your product page

To create a world where everyone can embrace their inner geek, express their passions, and connect with one another

9 Questions for your product page

1. Who is your customer? 2. Where did they come from? 3. What type of device did they use? 4. Do you know your user states? 5. Does your imagery differentiate? 6. Is your copy more than specs? 7. How do you encourage brand engagement? 8. Does data guide your decision process? 9. Does your page load quickly?

1. Who is your customer?

Uber Geek

Ub

Utility Geek

Ut

Unlikely Geek

Un

Digerati Geek

D

Pop Geek

P

2. Where did they come from? (And how should I message them?)

Geographic Targeting

Targeted Promotional Messaging

8

Promotional Messaging

Geographic Targeting

9

Channel Specific Trust Message

Channel Targeting

3. What type of devices are they using?

Clear call to action Optimized inputs

Emphasis on search over navigation

Swipe enabled Image carousel

Optimized inputs And larger buttons

Modified Nav, Search, and Cart

15

We now have multiple device layouts/sizes to target – consider your content carefully

4. Do you know your user states?

17

Login call to action

Email Sign-up

Anonymous User

18

Call customers by name

Email Sign-up Prompt

Logged in user/non-Geek Points

19

Recognized as Geek Points User

Logged in user w/Geek Points

5. Are you maximizing your imagery?

Shoot Apparel on Models

Lifestyle shots engage customers

Embedded video above fold

Use images and video to differentiate

6. Is your copy more than a list of specs?

Product copy is an opportunity to let your brand voice shine through

7. How do you encourage brand engagement?

Customer submitted images Social Sharing

Embedded social comments bring authenticity to the brand

8. Does data guide your design process?

Analytics

• Form a hypothesis about your design change

• Agree on what you will use to judge success whether conversion, RPV or even click through rates

• Use A/B/MV testing to see how the customer responds

• Let the analytics guide the design

• Be consistent in your approach to interpreting the data

Original page emphasized what was out of stock vs in stock

New Design presents the stock status in a cleaner presentation

AB testing revealed that there was no significant difference between the two designs

9. Is your page fast enough?

Why speed matters 2008 Aberdeen Study

‘ A 1-second delay in page load time equals 11% fewer page views, a 16% decrease in customer satisfaction, and 7% loss in conversions’

2009 Akamai Study • 47% of people expect a web page to load in two seconds or less. • 40% will abandon a web page if it takes more than three seconds to load. • 52% of online shoppers claim that quick page loads are important for

their loyalty to a site. • 14% will start shopping at a different site if page loads are slow, 23% will

stop shopping or even walk away from their computer. • 64% of shoppers who are dissatisfied with their site visit will go

somewhere else to shop next time. 2012 Tagman case study • Directly tied conversion rate/revenue to page performance for

GlassesDirect.com and substantiated the Aberdeen study

Site Monitoring • Evaluate internally vs

externally served content – Pingdom, Alertsite, Keynote,

Gomez, Neustar, etc.

• Monitor page performance

on different devices

• Trend over time and overlay against traffic data

• Not sure where to start? Use scoring sites – Yslow, Google PageSpeed

Insights,

Opportunities

• Evaluate page objects and look for opportunities to reduce page weight and server calls – Consolidate CSS/JS libraries – Use CSS Sprites for background images, buttons, etc. – Leverage a CDN - at least for static content

• Leverage the local browser cache (expire headers) • Leverage common libraries • Consider tag management services • Ensure 3rd party plugins are non-blocking on load • Evaluate content areas and ensure you have a plan if

the 3rd party fails to load

Summary 1. Use personas to help guide the creative discussion 2. Tailor your messaging based on the referral source 3. Optimize the page based on device capability

(responsive/adaptive design or direct optimization) 4. Personalize content based on user state 5. Don’t scrimp on imagery

– Shoot apparel on live models – Leverage lifestyle imagery – Invest in video for complex and/or best products

6. Use product copy to showcase your voice 7. Provide a forum for customer engagement

– Customer submitted content – Social sharing

8. Leverage A/B testing to evaluate designs 9. Improve overall page load time to increase conversion

Questions?

Steve Weiskircher @sweiskircher

www.thinkgeek.com