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DIGITAL: EXCLUSIVE SERIALISATION ☛ WEB VERSION: Click Here


Ultimate Guide to Scalable eCommerce


PART 4 By Ian & Mark Hammersley


YOUR PRODUCT PAGE HAS THE POWER OF A LANDING PAGE This really showed us how important individual product pages actually are. They have become the new landing pages of your website and work much harder than they used to. This means your product pages, if developed properly, have much more power than previously.


Category pages may not be as important when it comes to Google Shopping clicks, but they should not be ignored either. On average, we found that category pages should not be bouncing more than 55 per cent . With these pages, there are several different methods that can be used to quickly pull a customer in and help him or her click on a product. Ease of navigation is another big booster for the add-to- basket rate.


Some methods include:


• Placing bestsellers at the top.


• Using the Image Attribute System.


• Spontaneous offers at the top.


• User reviews. 44


FIRST IMPRESSIONS COUNT Have you heard of the psychological effect of anchoring? This bias affects us all.


Inside our heads, we think we are rational human beings making sane judgements based on sensible thinking.


However, we are swayed by everything we see and hear, especially the most recent.


In Thinking Fast and Slow, Daniel Kahneman ran an experiment with his partner Amos where they had a Wheel of Fortune pre-set to only stop at 10 and 65. After spinning the wheel people were asked, ‘What is your best guess of the percentage of African nations in the UN?’


Those people who saw 10 and 65 had average estimates of 25 per cent and 45 per cent respectively.


Other experiments have gone on to show that even when we know we are being shown a high anchor, we still are affected by it. This is why:


• Those market stall pitches start with a high number. ‘I would


Continues overleaf > Direct Commerce | homeofdirectcommerce.com


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