![One Call to Action (CTA) Per Page
A call to action (CTA) is simply giving the specifier clear,
explicit guidance on what their next step should be.
• Request a Quote
• Call us now
• Download [file] now
• Make an appointment
• Ask a question
One of the most common mistake we see on
manufacturers’ product pages.
Almost 73% of pages don’t have a direct call to action
button.](https://image.slidesharecdn.com/creatingonlineproductpages-darrenlester-171030104457/85/Creating-Online-Product-Pages-that-Specifiers-will-Love-6-320.jpg)
![Descriptions are often too concerned with listing off features and marketing
superlatives.
❌ 'NSYJK43001 has long been one of the most popular products in the [Company]
product range and achieves a rating of X’
✅ 'The NSYJK43001 insulation board is used for creating warm pitched roofs by
insulating between and below the rafters'](https://image.slidesharecdn.com/creatingonlineproductpages-darrenlester-171030104457/85/Creating-Online-Product-Pages-that-Specifiers-will-Love-17-320.jpg)
Creating Online Product Pages that Specifiers will Love
- 1. DARREN LESTER CEO & Founder SpecifiedBy
- 2. How to Create Online Product Pages Specifiers Will Love 💓 Darren Lester, Founder at SpecifiedBy
- 3. Research “What Makes a Great Product Page?” + 40,000 product pages + a Data scientist = Quality Score • Product Names • Product Descriptions • Product Images • Technical Specification Data • Downloadable Files
- 4. Important – all 5 elements must be combined Tested on SB but relevant to your own website
- 5. One Product Per Page • Search Engine Optimisation • Be more specific about features and benefits • Expand the amount of information you provide • Provide clarity to web visitors • Makes your website navigation much more straightforward • Allows you to easily share a link with specifiers • Easier to promote each product individually as required
- 6. One Call to Action (CTA) Per Page A call to action (CTA) is simply giving the specifier clear, explicit guidance on what their next step should be. • Request a Quote • Call us now • Download [file] now • Make an appointment • Ask a question One of the most common mistake we see on manufacturers’ product pages. Almost 73% of pages don’t have a direct call to action button.
- 7. CTA Good Practice Guidelines: • Keep it brief: A couple of words is best, no more than five is ideal • Try to use ‘action’ based copy that compels specifiers to click. Begin with a verb like "Download", "Register" or “Request” • Place CTAs in easy-to-find positions that fit organically with page in question • Use a contrasting colour from the main colour scheme of your website to make it stand out. • Make it large enough to see from a distance, but not so large as to detract attention from the main content on the page ✅
- 8. Product Names “A good product name is concise and descriptive, making it painfully clear what the product is and who / where / why it may be useful.”
- 9. Product Names • 1st piece of information a specifier will see • It will appear in search results / navigation links • Located near the top of your page (h1) • Highlighted in a larger / bolder / different colour text
- 10. BRX10 Provides a unique naming or ID on it’s own, which provides the specifier with no indication of what the product is. ❌
- 11. BRX10 – Red Facing Brick Provides a unique ID (BRX10), clearly states what the product is (Facing Brick) and also includes the colour (Red) which is a key property for this product. ✅
- 12. Pennine Provides a unique naming or ID on it’s own, which provides the specifier with no indication of what the product is. ❌
- 13. Pennine – Budget Toilet Cubicles This provides a unique ID (Pennine) clearly labels what the product is (Toilet Cubicles) and also identifies who the product is best for (projects with a tight budget) ✅
- 14. Formula Unique Product Name (or ID) + Adjective / Key property + Product Type (in any order) BRX10 – Red Facing Brick Pennine – Budget Toilet Cubicles
- 15. Product Descriptions “A good description helps the specifier to quickly understand your product, and make them want to look into it in more detail.” 41.6% of specifiers picked ‘Clear product descriptions’ as being key to their decision making
- 16. Product Descriptions • Located immediately after the product name • Never assume that the specifier knows what your product is • Cover major benefits of the product, without expressing an opinion • Write in paragraph form and in complete sentences that are easy and interesting for the specifier to read • Include major technical properties which may be the main selling point • Consider positioning / target customer Obvious? You might be surprised how many companies do not do a good job of explaining exactly what the product in question is
- 17. Descriptions are often too concerned with listing off features and marketing superlatives. ❌ 'NSYJK43001 has long been one of the most popular products in the [Company] product range and achieves a rating of X’ ✅ 'The NSYJK43001 insulation board is used for creating warm pitched roofs by insulating between and below the rafters'
- 18. Features • Board size: 1000 x 2000mm • Thickness : 50-100mm • Lambda: 0.020 W/mK • Low emissivity foil facings • BBA certified • BIM object available ❌ Benefits NSYJK43001 insulation is well suited for use in warm roof constructions: it is robust enough to span the rafters and will resist moisture. Also, its high thermal resistance enables the required U-value to be achieved with a minimum thickness of insulation, which minimises the loss of headroom within the loft space. ✅
- 19. Technical Properties “The technical performance of your products is by far the most important piece of information for specifiers. But it’s also often the most difficult to access information.” 56.3% of specifiers selected technical performance as the key factor in their decision making process
- 20. Technical Properties • Usually found within downloadable product data sheets or other technical documents • Free data from documents, make it easier to access • More companies starting to do this, most still do not • Those who do provide this information generally use either a table, bullet points or include it within the products description. We highly recommend using a simple table format to display this information in a prominent position on your products pages.
- 21. Provide Context Don’t assume that specifiers know what every technical property is and/or why it’s important… They don’t! • Provide a short description for each property • Is it better to have a higher or lower value?
- 22. What information should you include? It depends (category, target customer etc.) Tips • Discuss with and trust your technical • Speak to your customers to verify • Look at what other similar product manufacturers provide • Have a look on SpecifiedBy *Our research suggests products with more than 8 specification properties perform significantly better than those with less than that.
- 23. Product Images “Communicating your product with good quality, accurate product images, is critical to the success of your product pages.”
- 24. Product Images • Specifiers want, and need, to see what the product looks like before they make a buying decision. • Both quality and variety (quantity) of images are important. • Higher the quality (bigger, higher resolutions) the better • A large percentage of products at the bottom of our popularity spectrum had either no images or poor quality images. Failure to provide a quality image will severely impact on the popularity and success of your product listings.
- 25. Image Types We recommend using a mixture of 3 types of images which show your product: • As a standalone object (where possible) • How it looks in use • As rendered technical images
- 26. As a standalone object
- 27. In use
- 29. Advanced Conversion Tips “Up your game with file downloads, pricing, comparisons and social proof.”
- 30. Downloadable Files This is now common practice for most companies, but still an important ingredient for a good online product page. • Make file downloads available from the product page they relate to • Big question: require a registration or not? • Remember – yours is not the only website they’re having to resister to
- 31. Pricing Big controversial topic. But research shows: • Price ranks in specifiers top 3 priorities for decision making • Getting prices / quotes is the most time consuming part of their product research process • 66% of specifiers rated pricing between 8-10 (out of 10) for importance in their final specification decisions Objections • Architects & specifiers don’t need/want prices • Worried about competitors • Too complex / too many variables 25x increase in conversions
- 32. Comparisons Don’t shy away from comparisons with competitors’ products. There is huge value in showing specifiers how your product compares with product X and product Y from other companies. • Assume specifiers are doing this anyway • Be the company that makes it easy for them • Control the information – place emphasis on your strong points, acknowledge and address weak points
- 33. Social Proof Providing social proof that your products have been successfully used by others is incredibly powerful. • Format - Reviews, recommendations, case studies or customer quotes / testimonials • Particularly important online – where specifiers may make their decision without ever speaking to you • Don’t just show off nice projects • Align with your product benefits – ie. use social proof to confirm the benefit you claim • Aim to demonstrate why your product was specified
- 34. That’s It! 1. Product Name 2. Product Description 3. Images 4. Technical Properties 5. File downloads 6. Call to Action (CTA) 7. Pricing Darren Lester darren@specifiedby.com www.specifiedby.com
- 35. Thank You www.pauleycreative.co.uk For more information visit our website at