Listing Products With Descriptions: What Order Should They Be In?
-
This is more a user experience / conversion rate question than anything else.
We sell several levels of membership to our organization. Seven to be exact. They range from Student memberships at $35 a year to very specialized memberships at $4,500 - $6,500 a year.
I looked for information on how these products should be listed, but found nothing. Currently, they are listed with the most expensive level listed first. It's the only one displayed above the fold.
I believe this is a bad choice. At a glance to a consumer, it looks like a membership costs $4,500 instead of a more reasonable (and more popular) $500 a year price.
I don't want to start with the $35 option either. That is heavily discounted for students. Would it be odd to list the best sellers first and then have everything else listed underneath? Or does it need to be in price order?
So, if anyone has an opinion or has had experience with something similar or has seen a case study, I'd appreciate the input. Thanks
-
I appreciate the responses. Wasn't sure if there was really a "standard" or not. We'll get some Google experiments set up. Maybe it'll be something worth writing about if it's interesting enough!
Thanks a ton for the input!
-
That's exactly the model I was thinking of. The mouseover effect is a bit gaudy for my taste ...
-
This is the sort of thing that you definitely need to test like crazy. Use the A/B testing tools in Google Analytics and try all possibilities of presentation, descriptions, colors, the order you present them in, and so forth. If you see any volume of traffic at all, it will be worth it in the end.
That said, the most common approach that I've been seeing for this sort of thing as of late, and I've had success with as well, is to take some vertical tables likeso, and highlight the center option: http://wrapbootstrap.com/preview/WB00H9006
Good luck!
-
Dan
This differs so much from industry to industry and your audience. I strongly suggest you to A/B test it. Let the data suggest you what makes most sense to your user. I might have a similar situation but a totally different target audience and behavior and if you follow what I say, it might totally mess up your conversions, whereas that same style or presentation might be a rockstar for me.
I hope that makes sense.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Overlay / modal for product pages - bad or good for SEO?
Hi all, I am considering using full overlays/modals for an e-commerce site for all our product pages (category/listing pages will be "normal", the product page will come over the listing page as an overlay/modal when you click on the product). Those “product overlays” will also be accessible directly with own URL (if need to be linked to for ex.). All the literature I find out there treats overlays and modals as “marketing” ones (ads, sign-ups, etc.) and is generally critical to overlays when it comes to SEO, while also saying that an overlay that has to do with good UX should not hurt the SEO of our site. What do you think? Will all product pages as overlays be considered as good UX by the search engines and therefore not be negatively impacted, SEO speaking? Or should we stay clear of overlays and create “normal” product pages? Thanks in advance! Arnaud NB: The reason we want to create those overlays are for design and UX purposes, and try to increase our conversion rate.
Conversion Rate Optimization | | Arnaud_Fo0 -
Matrix or variant product options question
Hi all,I'm interested in what the community on here think about matrix products aka variant options for products on ecommerce websites from an SEO and ux perspective. I work for a startup in a relatively greenfield industry which we are trying to disrupt. Brand new ecommerce website. The status quo in the sector is to list lots of similar individual products in the same category with the main difference between them being the physical dimensions of the product e.g. Length or height etc Based on this, my view is that we could obtain an advantage over the competition from a search perspective by grouping these products together to display a single page for the main product featuring "options" for the customer to select from on the page. In some instances this could group maybe 20 products together into a single page which would otherwise be individual products and individual pages. This gives us a single page for related keywords and page authority etc (if of course we develop the page in the right way and don't accidentally create crawlable urls when options are selected) This approach might take an ecommerce site with 5000 products down to 2500 products. My view is that this also creates ux benefits enabling customers on the site to find products faster and checkout rather than scrolling through pages and pages of the same items trying to find the right size. So bounce rate lower, better engagement etc all things which contribute to a better page. The challenge I am faced with is convincing everyone that this is the best approach. Everyone in the sector doesn't do it this way so culturally I'm up against it in terms of getting people onboard with the approach. Should I persevere or am I barking up the wrong tree? Thanks in advance for help
Conversion Rate Optimization | | built_bot0 -
Question On Product Review Video Production
We are looking to make reviews of many of the products we have on site (staff reviews). The only problem I am having is our products are not stored at our office (nor can they be as they weigh hundreds of pounds and are super expensive to ship). So what would be a good solution to show in the video? Should we just do a slide share of still shots of the products with a voice overlay or try something more of a hybrid that uses a whiteboard? The products themselves cater to gardeners and the DIY crowd so it doesn't need to be super involved.
Conversion Rate Optimization | | iAnalyst.com0 -
Facebook orders?
Is it possible to set a goal of users visiting from Facebook and completing the Order? If yes, could you please guide me through the process?
Conversion Rate Optimization | | Khem_Raj70 -
Thoughts on meta descriptions - best click through rates
Hi All, I recently heard a tip from a prominent SEO'r that meta tags should be custom written by professional copywriters. Well, I want to head down that path. What are your thoughts on these two options: Buy the top-selling <xyz product="">. 20 year warranty, 30 day money guarantee + free, fast shipping! Includes <1-2 features or included accessories of product></xyz> or Buy our top-rated <xyz product="">today</xyz> & save! Over 20 5-star rated reviews + free, fast shipping! Includes <1-2 features or included accessories of product> Would you focus on the warranty, reviews, product accessories, money back guarantee, free shipping over a certain cutoff, customer service (which we have a toll free number for) or another factor? Are there any good articles out there outlining this? Do you think the way I've structured it is good/readable? What about the use of '+' instead of '&'? Is the cutoff limit still 156 chars? Any thoughts/views/ideas are most appreciated! Thanks
Conversion Rate Optimization | | bradkrussell0 -
Related/Recommended Products Engine
We have an e-commerce site which does not have this functionality. Does anyone have any recommendations for a solution to provide this functionality? Many thanks
Conversion Rate Optimization | | WAWKA0 -
How to Optimise Meta Descriptions
Following advice here on Seomoz we have managed to boost rankings of several keywords onto page 1. However, this welcome visibilty has revealed some weak meta descriptions. We also run an adwords campaign and are familiar with best practice in writing adwords copy which can be monitored via ctr. However other than testing which can be a little lengthy and given that we have 1000s of pages (www.pretavoir.co.uk) as a ecommerce store, what is best practice in writing meta descriptions to increase organic ctr? Thanks
Conversion Rate Optimization | | seanmccauley0 -
Optimizing meta descriptions for click through
Hey guys! I'm curious if anyone knows of any research or has any experience with using the word "buy" vs "shop for" as a call to action in meta descriptions, and what has better click through rates? A quick search of Google trends shows that they're both pretty close in terms of search, but im curious as to the psycological reaction that people have to those terms and what one they respond to better. I look forward to your response. Thanks!
Conversion Rate Optimization | | markwrightseo0