Hi,
I’ve spent a few minutes looking at a typical user flow from the point of view of a comparison shopper and wanted to share some thoughts based on landing pages. In this case Washing machines
A user lands on a generic listing page of relevant products which succeeds in the first golden rule–answer the question!
Some thoughts I had for the future, maybe in conjunction with a MVT integration, would be to make the page stickier for comparison shoppers and provide more reasons to purchase with {brand} and not another site.
Whilst most shoppers may compare by price alone, it’s worth considering other emotions involved in the buying psyche.
- Why book with {brand}? USPs provide the user reasons to use your brand, beyond price alone.These may be reputation, product offering etc.
- Comprehensive guides. Positioning yourself as a expert in an area will create confidence in your customer.
Beyond these fairly simple quick wins, I’ve listed a few ideas for landing pages which may be worth considering as you see fit.
- Incorporate reviews / review score into listing--customers can quickly establish high performing products.
- Allow the customer to filter their results further. These could extend to review score, home delivery, reserve and collect etc
- Cross-sell relevant items (ie) tumble dryers with washing machines
- Competitor pricing--(one for legal) whether {brand} is cheaper or equal to your competitors pricing
- Emphasis on urgency--There are {x} items left "order now to avoid disappointment"
Just a few more observations, please use as you feel appropriate–you now the business better than I.
Darren