Best practices for category and product pages
The typical consumer often experiences purchase anxiety during three stages of online shopping.
A/B testing suggestions for the category and product page
1. A/B test adding reviews
Genuine product reviews can help the consumer find the right product that meets their specific needs. Reviews also act as a persuasion technique, reassuring with social proof that real people vouch for the product’s quality.
2. A/B test adding a product comparison
Product comparison is crucial for making difficult purchase decisions. Avoid making visitors scroll or swipe between pages when comparing products — forcing them to memorise different product specs. Instead, always try to design so that the person can compare the details within one screen. Read the Nielsen Norman Group research on how to use product comparison tables on mobile.
3. A/B test free delivery, free returns and clarifying your delivery date
Remove the fees and calculate if the increase in conversions will cover the extra costs. 61% of visitors will abandon a purchase if there are extra shipping costs at the checkout. Source: The Average Checkout Flow Has 14.88 Form Fields Twice as Many as Necessary, 2016, Baymard Institute.
4. A/B test using urgency
The majority of us like to consider ourselves as rational decision makers. But research has shown that other factors are at play when it comes to making a purchase — brand, following authority, creating consumer identity and, as we’ve seen on many sites, urgency and how it taps into consumers’ Fear Of Missing Out.
Remember, different behaviour types will respond differently to persuasion techniques. Understand what triggers your visitors by A/B testing the following methods:
- Limited editions
- Show low stock
- Have a countdown to when sale ends
Lyst added “Hurry! This item is selling fast” to product pages and conversions increased by 27% — evidence that urgency can be designed elegantly to fit with your brand and retain power.
Urgency tactics can nudge consumers into taking action by using FOMO. Read more about persuasion techniques on Robert B. Cialdini’s website and in his book “Influence – The Psychology of Persuasion”.
5. A/B test adding key product information
On product pages, make sure you have:
6. A/B test different CTA copy
The copy of the call to action is an easy test to start with. The trick is to find the balance in not making visitors feel that they commit to too much too soon and that they understand what happens in the next step.
The Google hotel search changed the copy from "Book a room" to "Check availability", resulting in engagement increasing 17%.
Maggie Stanphill, senior UX writer at Google, states:
“We found that it was far too committal at this stage in the decision-making process. So we switched it to Check availability, and what we found what that this was meeting the user where they were in their mindset. They were still considering rooms, and they wanted to understand what dates were available, and what prices were in that date range.”
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