The Most Important Pages On Your Website

bigstock-African-American-Shopping-Onli-373380916eCommerce is booming, in fact, there are an estimated 12 – 24 million eCommerce sites across the entire globe and it’s estimated 93.5% of global internet users have purchased products online. ¹  You could say the competition is heating up! If you’ve been keeping up, you know how important CRO and Email Marketing are, but have you thought about the pages on your website? While you might think of the homepage or checkout, which are in fact important, there are other pages that should be optimized. In this blog, we’ll cover 5 pages of importance for your eCommerce site including Shop All, Product Details Pages, About Us, Community, and what we like to call, The Extras.


1. “Shop All” Collection Page


The “shop all” page is an easy way for your customers to understand your full product assortment and encourages discovery-based browsing. Just think, a visitor could be looking for a t-shirt and stumble upon a pair of shoes while browsing. 

Remember to include: 

  • High-quality main photos and alternate images
    • Photos should hover on a desktop and swipe on mobile
  • Style or product names 
  • Pricing 
  • Smart layered navigation
    • Filters: Allow the visitor to immediately eliminate pages or results on a site.
    • Facets: Allow the visitor to narrow down a search with specifics.


2. Product Detail Pages (PDPs)


If your website is your store, then think of the product detail page as the dressing room. To take the metaphor even further, think of the sales associate offering styles as a cross-sell or upsell opportunity. Cross-sells can actually attribute up to 30% of total revenue when done correctly. 

It’s important to be clear, concise, and accurate about all product details on this page and address two big questions:

  • Why the customer needs this product
  •  How to use this product

But sure to steer clear of distractions, like superfluous CTAs. The goal is for the customer to remain on the PDP and add an item to their cart. Lastly, do not underestimate the importance of testimonials! These are critical to establish credibility and build brand integrity. In fact, nearly nine out of ten (89 percent) consumers worldwide make the effort to read reviews before buying products.²  


3. About Us


The About Us page gives your new visitor an inside look into who the brand is. The goal here is to inspire your customers to buy your product or use your service by letting them understand more about your brand, its mission statement, why the company was started, and who you are. This page is especially important if you’re a small brand. 50% of consumers look for independently-owned businesses to support, and this is a great page to amplify that messaging.³ It’s especially critical to engage and establish credibility with new users and a great way to do this is…you guessed it, testimonials! Lastly, don’t forget to link out to shopping pages.


4. Community


The community page can house a variety of elements such as an integrated blog, ambassador program, loyalty program, and/or events/community outreach. Hearing and sharing what your customers are saying is just as important as the brand voice you’re projecting outward to your audience. By including user-generated content you can create validity, social proof, and engagement with the brand. This is critical when establishing credibility with new visitors. 97% of consumers say that online reviews impact their buying decisions. ⁴

5. The Extras:


Do you have a niche product or are you a part of a specific and unique market? All the more reason why these additional website pages can be extra critical to the success of your online business. Customers lose the ability to touch, feel, try on, listen to or hold products in the digital world – making it that much more important to create an all-encompassing experience that makes the eCommerce world a bit more tangible. 


    • Tutorials and How-Tos: A video or infographic provides supplemental material to help build a compelling customer experience.
    • FAQ: 66% of adults feel that valuing their time is the most important thing a company can do to provide them with a good online customer experience. ⁵
    • Subscriptions: Create an easy and seamless login experience so customers can manage their subscriptions.
    • Find My Fit: Guide your customers into making a purchase by offering a fit quiz or size guides.


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