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Tuesday, Sep. 15, 2009 at 12:59 pm

Cross-post: How to Improve a Product Page, Part 1

By Brendan Regan
September 15th, 2009

Today, Ralph Wilson’s internet marketing resource, Web Marketing Today, posted Part 1 in a two-part video interview with our Bryan about concrete ways to improve product pages for higher conversions.  In it, Bryan explains how FutureNow took on the product page design of eCommerce heavyweight Land’s End, and shows how you can use layout changes to test the buying path on your own product pages.

If you’re interested in improving your product detail/landing pages and cross-selling, this video (and upcoming Part 2 video) is not to be missed.

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Comments (71)

  1. [...] GrokDotCom: How to Improve a Product Page [...]

  2. Great video about improve product pages for higher conversions. We should focus on landing or products page for interact visitors to your products and increase the product sale. Thanks Bryan for providing information about concrete ways to improve product pages.

  3. Fantastic video on conversion and the effect of simple things that are so easily overlooked like putting the buy button below the fold. Great advice for anyone looking at trying to improve their conversions plus I picked up a few ideas here too.
    Thanks

    Joe

  4. Great video, a lot of useful information. I’m still figuring out what to do with the right side of my pages

  5. Nice video!
    I especially like the concept of ensuring the information that is MUST HAVE in the purchase process is in one spot and above the fold, while the information that some might want but isn’t necessary be put further down.
    The bottom line lessons I learned from watching this video:
    1 – Understand your customers
    2 – Understand how they buy your product

    Thanks!
    Drew
    http://www.DrewHull.us
    http://www.linkedin.com/in/drewhull

  6. Great video. Thanks for leading us to this one. I have a very specific niche and this is helpful to even my niche. Appreciate you sharing this with us and as always, great information on your site.

    Sincerely,
    Carmellita

  7. Thanks for the post, the video was very useful. I picked up a few tips for improving my site, thanks again!

    Alex,
    Vom Bullenfeld German Rottweilers

  8. Thanks for the video post. It’s always great to see additional methods for improving product pages and especially improving sales conversions. Sometimes it’s always the simple things that are the most effective.

  9. Thanks for this post.

    The interview format works well for me – makes the subject more interesting. Thanks.

  10. Truly a good video that shows how to get a better product site. Thanks, I appreciate.

  11. Bryan, what was the conversion improvement on your test? I’ve also checked the landsend.com website, but by you proposed changes weren’t done yet.
    You have also mentioned that product recommendations placement on the right isn’t good, but in my blog I have posted a webinar from Omniture, where they found the best placement for product recommendation is on the right. Obviously, this must be always tested to see if it’s the case for your own site as well.
    http://www.proimpact7.com/ecommerce-blog/whats-the-best-product-recommendation-placement-to-increase-your-conversions/

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    So it is true! A good windshield can simultaneously keep both your environment and wallet green ;)

  13. Nice one again mate, nice one.
    I have just read waiting for your cat to bark and just loved it. Keep on good work mate. I am a fan.

  14. Would love to hear opinions on where the product description belongs. Above the fold? OK below the fold? Thanks for everyone’s insights.

  15. Great information!

  16. hmmm… can’t wait for Part 2

  17. Excellent video.
    It is imformative and insightfu.
    I have learnt how to get a better product site.
    Thanks for the post,i really appreciate.

  18. I’ll definitely be improving my product :) thanks

  19. Great video about improve product pages for higher conversions.

    One should ALWAYS focus on landing or products page to interact with visitors and increase the product sale.

    Thanks for concrete information about improving product pages.

    James,
    Automatic Cigarette Machines

  20. Interesting to read the comments about related products on the right working well – currently waiting on a template that does exactly that!

  21. Many individuals develop a one, two, or three-year plan. ,

  22. [...] Source:Cross-post: How to Improve a Product Page, Part 1 Share and Enjoy: [...]

  23. nice video, we waiting for the part 2…

  24. Great post , Many seo’s prefer to develop long term strategy. If they want quick results they jump into email marketing.

  25. Thank you so much for this post, it was very insightful!

  26. Very intersting video, thanks a lot!

  27. Video’s great and I’ll get right to optimizing my product pages.
    anyone here got better conversions after optimization?
    I guess so, right?

  28. Does this article still apply to a lawyer’s services?

  29. Thanks for this great resource.

  30. Use it daily, thanks.

  31. Wow, great video. I am getting ready to optimize an eCommerce site next month, this will come in handy.

  32. nice tips, i just start to build eCommerce site now

  33. Thanks for the reference to useful video.

  34. Really helpful video, I am definitely going to check out the eye tracking and review websites they mention. Also I need to improve my buy flow and make sure my “buy now” button is always above the fold. Thanks for posting.

  35. Indeed, this video is a must see!
    really helpfull to improve cross selling on e-commerce websites.
    That’s a great post!

  36. I really think that websites need to improve the way that the function from a customers perspective. So often I have not bought something because they want me to jump through too many hoops in terms of registering etc.

  37. Great video. Seeing as how I am just starting to get into product launches and such it came in really helpful at the right time. Many businesses make so many mistakes with their product pages that they lose out on a lot of revenue, and it’s a shame.

  38. I thank you for this informative article. And I thank you for this I follow your vendors. It’s verry good. I wish you continued success.

  39. I learn a lot from the video link in this article.

  40. Great video, easy to follow. Landing page is the end all be all of every marketers. It shouldn’t be treated lightly

  41. thanks for the article….it provides really good information

    snowboarding guy

  42. where is the second part ?

  43. thanks you for the article.
    I want to read second part…

  44. Brenden,

    Already have Ralph Wilson’s internet marketing course material, actually i love this video interview with our Bryan.

    David

  45. i was searching for such article, and found your site… great man.. thanks a lot

  46. Thanks for the post, the video was very useful. I picked up a few tips for improving my site, thanks again!

  47. Thanks for this simple tip to improve conversion rates.

  48. I doing online business more than two year and I think the best way to improve it is make it easy to understand about your product want to sell. More information and previews images that make people can imagine it before purchase.

  49. You have also mentioned that product recommendations placement on the right isn’t good, but in my blog I have posted a webinar from Omniture, where they found the best placement for product recommendation is on the right

  50. Products pages create some of the biggest problems with enterprise level ecommerce sites. Many of these sites run on a custom ecom packages that are not easy to adapt for conversion or seo rules.

  51. There are two ways to make sure you can fix the product page: either hire a web developer to improve the software, or change software. Zen Cart is, perhaps, the best e-commerce package and I can’t think of what shop can live without it.

  52. Unfortunately I could not go to the last eMetrics summit in San Jose.

    Thanks for pointing to this video of Ralph and Bryan. When you spend so time to improve your landing pages with redesign, A/B testing etc… it is incredible what small changes can do to a bottom line.

  53. Great video. As with all marketing it is vital to track and test all changes. There are now some great tools that will test multiple changes at once to save time and money.

  54. great.. you are on the wilsonweb the marketing expert nice to see the videos

  55. Whether it is SEO, PPC or email marketing, pages that lead to conversion have the highest importance and no wonder conversion rate optimization is talked about so much these days……even I am working with left and right registration form variations

  56. Great video, it’s a pleasure to see it again, very useful tips there

  57. Nicely presented information in this post, I prefer to read this kind of stuff. The quality of content is fine and the conclusion is good. Thanks for the post.

  58. Is there is a part-2? I change 1 to 2 in URL but got nothing.

  59. Bryan, what was the conversion improvement on your test? I’ve also checked the landsend.com website, but by you proposed changes weren’t done yet.

  60. Hi guys, has this been update for 2011, it caught my attention a while back – shot

  61. Great post! I live and breathe conversion rates and I find that what ultimately determines that is the form threshold: The less the better. Anyway where is part 2?

  62. @Wed Design – you can see Part 2 here.

  63. Ok, I have seen both the videos. Very good information infact.How to choose same colour product for cross sells, why you should place add to cart button above fold, why background colour should be white or light colour and cross selling products shoud be added in prominent position with easy to ‘add to cart’ option etc nice. I dont have any website like landend.com but as a full time affiliate marketer promoting Amazon physical product for last 2 years, I have few experience to share.

    First thing, while selecting amazon product always go for product with price more than $150, atleast 30 reviews and first 5 to 6 consumer reviews should be positive.
    Then while making a site use this criteria, Name of the product in center aligned position [use h1 tag] then a BIG product image followed by Add to cart button [big one]. Then you should start your details review of the product and wherever the keyword amazon and product name appears in the review, hyperlink it with your affiliate link. Considering majority of internet marketers are affiliate marketers, I hope it will help.

  64. Seen the video, liked them a lot.

    Choosing the color of the landing page largely depends on the overall color theme of the website as if my overall color theme is blue, i wont go with all red/brown on my landing page.

    Apart from color, registration form, images, OTS are a few things that I give weightage while working on a landing page. Also to have a simple and search friendly site architecture knowing CSS is super important.

  65. We spent sometime reducing the size of the page to make it load faster and the results were great, the bounce rate reduced and the conversions increased…..

  66. from a customers perspective. So often I have not bought something because they want me to jump through too many hoops in terms of registering etc.

  67. I’m not a customer but an aspiring dev in the long run, thanks for sharing all the info to everyone of us interested.

  68. Nice video, I’ve never thought of improving the product page like that. Now, I have a couple ideas I can move ahead with. In fact, I can use it for my games product page. Thanks!

  69. A few beneficial points in this article and really did not have a clue regarding almost
    any of this in the past so thanks for that knowledge

  70. This is a topic which is near to my heart…
    Thank you! Exactly where are your contact details though?

  71. Even in 2013 this article is still true.
    I’m going to read (or watch) the second part right now.

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