Amazon, eBay, Shopiff and other online markets offer unprecedented opportunities for market products for a wide range of consumers. However, competition is fierce. There are over 350 million products listed on the Amazon site alone.
As the number of vendors and products increases on these platforms, the design of individual product web pages becomes more important.
In fact, Forbes is considered number one demand factor for successful online sales. Amazon offers different vendor options to sell vendors to product catalogs, such as core content, A + content, or Enhanced brand content (EBC).
Despite these options, most companies are still unsure how to create an effective online customer experience at the individual product and sub-brand level.
In a marketing journal, a new study seeks to empower companies to design high sales pages with a practical guide and toolkit, which is ultimately leading to ranking and group leadership.
For this, our research team has collaborated with a special online content agency and four Fortune 1000 companies of various industries to create and operate large scale field trials, studied 16 products of 11 brands and created 256 unique models “Amazon-like” was similar to product pages.
Using our own testing design methodology of Taguchi, we came to know that to influence purchasing, 13 elements of online design for multi-dimensional customer experiences and how to optimize these experiences based on the products or brands sold.
The main points include
First of all, the data of 16 laboratory experiences extend the insights of online customer experiences and identify four dimensions – information science, entertainment, social presence and sensory appeal – which act as the main mechanism through which the design element Purchase affects.
Second, uncertainty about the offered product (due to its focus on research versus experience) and affect the effect of the customer’s experience on the seller’s trademark (due to trust) purchase.
Using real product pages on Amazon.com, we used a field that tells laboratory results that search products benefit from a more useful experience, but experience products benefit from a more social experience.
We create two-way “design guides” for online clients, in which web design is increasingly important with practical tips for marketers to organize strategically designed elements to create an effective online experience in the market. Our design guide includes the following:
First of all, vendors should identify the most useful experience, based on the search of product vs. experience for selling and reliability of the brand. The measures we use can help companies to gather this information from existing and potential customers.
Second, companies should take advantage of product and brand knowledge and implement a design guide to choose relevant design elements for web pages of their products. for example:
To make a more useful experience, bullet-proof features are 83% stronger than any other experiment, while comparison matrix is 62% more effective, and descriptive details are 54% more effective. Recommendation agents are 150% more effective.
More social experiments should be created using the language style of conversation and lifestyle patterns, of which 139% and 134% are more effective in making it than any other experiment.
Sensitive experiments are also useful and product videos and product can be made through crops, which are 106% and 29% more stronger than any other experiment.
In addition, companies should keep in mind the customer experience while assessing their current digital assets.
Managers are often hypothetical for logic, which suggests that if a company has a design element in digital inventory, then it should be used on the page (better method).
However, we show that some design elements can stimulate adverse customer experiences for specific products or brands.
Therefore, an essential part of the process is to determine which items should not be used. If the company does not already have some design elements then our design guide indicates where to invest, to produce valuable new elements.
For example, investing in high-quality images can benefit from any product or brand, but the most suitable quantitative and linguistic detail depends on the type of product (focusing on search versus experience).
Our design guides can also inform contract negotiations between vendors and retailers. Many retailers offer premium content options that require additional financial investment from vendors.
For example, Amazon offers several multi-level categories (like A + or A + premium) which provides access to more design elements or configurations. For some products, these investments provide access to essential design elements.