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
-
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 -
Should I link from an optimised product image to the product page from a blog post?
If I am writing a blog post about a product, or a number of products, and I'm including optimised images of the product, should I link from the images to the product page in the shop? Usually I remove links from images as they lead visitors to a simple image page but could it be worth linking from an optimised image to a product? Thanks in advance.
Conversion Rate Optimization | | the_wildman0 -
Use "Brand Name" or things like "Free Shipping" in Ecommerce Product Title Tags?
Given the current industry best practices and changes to Google algorithms, should I be using "Product name...Brand Name" or something like "Product Name...Free Shipping (or similar)" in my ecommerce title tags? Thanks!
Conversion Rate Optimization | | jeffbstratton0 -
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 -
Adblock Plus blocking Sponsored Link listings?
Been wondering for a while why sponsored links were not showing on my firefox browser, I had previously been running Adblock as an addon to stop ads on youtube, etc. As a test I disabled it and like magic adword links are showing again. Assuming programmes like this will get larger, and seemingly include adwords in the ad's it targets, would that be the end of effective PPC advertising? I have run other ad-blockers before and not lost the paid links. It's not an unpopular program, and the target audience reduces everytime somebody new installs it. Mountain out of a molehill or a genuine future problem?
Conversion Rate Optimization | | Revolution_Inc0 -
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 -
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 -
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