• ISEdb, Monday, December 10, 2007 1:15 PM

According to Stoney DeGeyter, product pages are some of the most vital components of an e-commerce site, as they provide information on the products themselves, shipping costs, warranties and return policies -- as well as what separates one company from its competitors.

Most importantly, these pages need to move visitors through the purchase process -- from research and competitive analysis, to product selection and then an actual transaction. And DeGeyter serves up 12 tips for tweaking these pages to net increased conversions.

Including a call to action -- whether it's "buy now," "add to cart," or "add to wish list" -- is an absolute necessity, as is including phone or email contact info for shoppers who are still uncomfortable carrying out the entire process online. Each product should have its own overview or quick description, preferably above the fold, and the layout should be consistent across all the pages..

Pricing info, a printer-friendly option and international data round out the list -- and DeGeyter notes that having high quality images (possibly with zoom and multi-angle features) goes a long way toward conveying products' overall quality.

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