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.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
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
-
301 Redirects On Sold Vehicle Listings
This is a pretty basic question but I'm looking more for ideas relating to how to deal with an RV customer of mine. Basically we setup a vehicle listing system with WordPress for him. When old listings are deleted because they were sold I'm trying to decide on either 301 redirecting those 404 pages or keeping those pages and just changing the picture to sold while giving the person who's landed on the page some other options.
Conversion Rate Optimization | | Keith-Eneix0 -
Have Google Shopping show site listings instead of Amazon and eBay listings
An e-commerce site I'm currently working with also has storefronts on eBay and Amazon. When searching Google Shopping, their Amazon and eBay product listings come up but NOT their primary site's listings. Can anyone shed some light on how to a) feed the main site's products to Google Shopping and subsequently b) have Google remove the eBay and Amazon listings? Obviously, this would be a boon to business and hey wouldn't have to pay the Amazon and eBay fees associated with each sale. Thanks for any help!
Conversion Rate Optimization | | Nobody15330770827561 -
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 -
Anyone had any luck with list building?
Hi, Has anyone got any Tips / Advice on how to build an email subscriber list up? Has anyone had any success in doing this? What's the best way to start it? PPC? Forums? Competition? Any advice would be greatly appreciated. Thanks
Conversion Rate Optimization | | activitysuper0 -
Capitilization in Meta Description
Hi, In a meta description I was wondering which is best for click through rate: A Meta Description Written Like This With Leading Capitals and Some Fully Capitalized Words Eg FREE, BUY NOW Etc? OR A meta description written normally like this without leading capitals and fully capitalized words? My initial thoughts is the capitalised one stands out more and may get more click throughs, but I also don't see anyone else doing it this way so I was wondering what the generally accepted thought is on which one improves the CTR more?
Conversion Rate Optimization | | GrantEllis0 -
Ideal product page conversion/retention rate for eCommerce sites
Hi SEOmoz-ers, I was wondering if anyone has data regarding product page abandonment rate (% of potential customers that leave the site after seeing product pages) for websites like Overstock, REI or Zappos? As you may know the above mentioned sites do an exceptional job with product pages. It would be helpful to know what some of the leaders in this space are achieving in terms of conversion rate. What is your personal opinion about this? Thanks,
Conversion Rate Optimization | | Kush_VMI
Kush0 -
Can Changing Meta Descriptions Negatively Impact SERP's?
I have just had a page start ranking well in key SERP's and I would like to change the meta description and add a price as we are extremely competative in that line. Could changing the meta description now a page is ranking negatively impact the SERP placing? Does anyone have any experience with this?
Conversion Rate Optimization | | robertrRSwalters0