Nov 21, 2014 - Jaume Llagostera

Optimizing product pages on ecommerce websites Part 1: Two key factors

How many online stores are on the Internet today?

The actual figure is difficult to calculate given that new online initiatives are launched daily, and at the same time, other projects are continuously abandoned when they discover they are unable to generate sufficient income.

Approximately more than 40% of all online sellers in the United States in 2012 generated an annual income of less than $12,000 (Referral Candy). Most likely, these online stores will be those at risk of closing their shops due to a lack of income. Income generation is key to the survival of an online business, and how to do it is the question that companies that sell on the net ask daily.

Increasing conversions in an online store is the obsession of Internet merchants. But to achieve this goal, many factors must be taken into account, which can be grouped into two main categories:

  • Increasing traffic to retail ecommerce websites, and from there to the product pages
  • Increasing the conversion rate of the product pages.

The product pages are definitely where the user will make the final decision: To buy, or not to buy there and to keep browsing for alternatives to get the product desired.

Many e-marketers are focused on increasing the rate of conversion of the product pages, and achieving really good conversion rates. However, what is more important, the number of total sales or the percentage of visitors converted to sales?

It’s useless to get a highly optimized conversion rate if the number of visits on the product page is very low.

In future articles, we will describe the techniques that you can use to generate traffic to the product pages and get that traffic converted into sales and revenue.