Connecting with your customers. The right way.

Checkout Pages and Product Pages: Two sides of the same story

Maybe two of the most important elements a B2B website owns. It’s your chance to introduce your business properly to your clients and to seal the deal in a professional manner. Discover what are the Must-Have elements on your product & checkout pages.

The Infamous Product Page

You can’t sell something without even showing it to your audience, properly ( well, you might pull it off if you’re the next Wolf of Wall Street, but that story didn’t have a pleasant ending). So, before that shine in your eyes disappears completely when discovering we are not going to talk about the checkout page, you should know you have a new concern on your hands. It’s just as serious. It’s the product page. Present your product to your audience, remember? Before you start with check out details of all sorts, try to get the customer better acquainted with the product, its price, and its specifications.

But how are you going to do that in a successful manner? You might not realize this now, but the product is actually quite a big deal. Sure, it’s not more important than the checkout page, but it’s before it, which means you need to give the importance it deserves. So, here we go, the never-ending story of the product page, made simple( hopefully).

1 How much do you want your audience to know?

Nowadays, information is like Thor’s hammer. Even though it’s everywhere, you still need something to comprise it, a page, a tool, a speech bubble, whatever. And, like Thor, you don’t want to misplace your hammer, as collecting and comprising the information in one validated form might prove to be a rather difficult and complex task.

Now, to clarify this little riddle, your hammer, your bubble of information is none other than your product specification section. That’s where you collect, organize and offer all the pieces of information your customer requires before deciding to invest in your product. Of course, you are not going to just throw those details in without trying to make a point. And no, we are talking about distorting the truth, but it wouldn’t hurt to embellish it a bit.

Information is power. Use that power in your advantage. Use content, use the information to persuade customers.

2 When images are the bricks of your product page?

Your need strong walls to protect your home. And you need strong images to grow an online business. Because this is the B2B world, social photos are not the best choice. When we say strong, we mean high-quality pictures with increased scaling capacities.

And you can forget about Photoshop excess. Placing a software in the forest, under an old oak tree, right where the sun hits its golden light it’s just not going to work. No B2B customer will purchase that product unless it’s a photo editing software and the product just fits in naturally. If not, if you are selling antiviruses, remember that it’s not the images that sell, but the product’s specifications. You do not want to have your brand identified with blurred, low-quality images that just don’t seem trustworthy.

Images are for building an identity. So, make that identity stand out through its quality.

3 Stay safe, stay popular!

For whatever reason, although we kinda know where all these regulations come from and why we have started taking security really seriously. It’s not a matter of debate. It is a reality, one that appears to continue defining the world we know and live in. This preoccupation we have developed regarding our security has a plethora of advantages and the truth is that in our adventures as online buyers we tend to quickly discover them.

As buyers, obtaining various badges and certifications may be hard work, it may be difficult, it may even seem completely useless in times of great struggle. However, it is necessary. And it is time it paid off. We are like the tooth fairy, bringing good news. All your work of becoming a safe, secure online service/product provider can pay off if you let the world know about your achievements. Use your product page as a message carrier and add your badges and certifications there. It may seem like you’re the nerd going to the science fair and eagerly stating all your achievements. But you’ve grown up now, you can ignore all that, especially if you know that part of the profit waiting at the end of the line is due to that increased level of security.

Information is power. Use that power in your advantage. Use content, use the information to persuade customers.

4 Money talks: painful, but necessary

Talking about money is like those itching vaccines you had as a child. Even though they were painful, everyone said that they’re necessary and that they’re good. That’s what prices may seem to customers. They are painful, as suddenly you come to the realization that nothing is for free, but it’s good to know what kind of price you are talking about and whether or not your customer can afford it. Better know these pieces of information right from the start.

This way, no one is going to lose time or get hurt. Announce your price as soon as possible, placing it high on the product page and make sure it is noticeable. Play with color and font, thus finding a way in which you are not disrupting the overall product page design, but your price doesn’t pass unnoticed.

Your customers need to be aware of your product’s price as early in the process as possible.

5 Buttons, buttons, buttons: Don’t you just love them?

The buy button really seems like a never-ending discussion. Should you make it stand out in an obvious manner or should you integrate it in the design with the risk of not being noticed? Should it be one or multiple buy buttons? Right or left? Up or down? You see? Never ending. Is it normal to be so? Should we just talk and talk and talk about this button or can we just buried it under the rug and do our best with what we have?

The buy button is like the Holy Grail of online shops. It’s what turns window shoppers into paying customers. So, no, absolutely not, never bury it under the rug. If you already have, go after it quickly. Save it while you can. The Add to cart button or buy button whatever you want to call it needs to be a real attention grabber, always on the right side of your screen, under or as close to the price as possible and it should never come alone. One up and a second down on the page, below your product description or specifications. Make it stand out through its design, through its color. It should go hand in hand with the design of your website, but it should be easily noticeable.

Button up, button down, make them count, make them stand out!

6 What are all these people talking about? It is good?

Surely, you have heard of reviews and customer ratings. What would we do without them, right? Online customers understand the importance of sharing their thoughts about a product. It’s perfect when they’re praising a product, but it’s a full-on Greek tragedy when their impressions are negative.

Desktop product pages are generous with space and you need to use it wisely. Imagine what a huge impact positive reviews could have on the product page, strengthening the idea that it is a good buy. But negative ones? What to do with them? Well, not much, but you can turn them into opportunities, displaying exactly how you can handle less fortunate situations.

Customers appreciate marketers that are ready to assist.

Dissecting the Checkout Page

It’s the cart design, the security elements, the continuous branding of your business, the up-selling and cross-selling of your products, a catalog of elements that manages to turn window shoppers into actual returning customers. This is a huge accomplishment, which is why treating your checkout design page with the utmost attention is crucial. Like everything else in the online market, it’s all about the customer. So, before heading straight forward into the checkout page story, remember this: your customer matters and he is your main focus, from the moment you say Hello until you end with Thank you!

Low on patience

One of the biggest challenges the modern marketer is faced with is a customer that no longer has patience. Before the madness, people would shop to relax. Today, it almost feels like shopping is causing them stress and nervousness. So what do you do if you happen to have a long list of products? Your customers are already exhausted from analyzing your products and deciding what to buy. So, in the most important part of your sales process, the one in which the sale should actually take place, you have to deal with grumpy, tired, bored customers, who just want to get this thing over and done with and enjoy the product. Because of the audience, you are addressing, you need to act fast.

Complete the process before they change their mind and give up on the entire purchase. You have to add distractions as well. Lack of patience has to join hands with the ongoing, diverse distractions your customers are exposed to. Anything could happen while they are shopping on your page. For instance, the entire transaction could happen during lunch break, when they are interrupted by a friend, so their attention is no longer focused on your page. You might already be bored with this long speech, wondering what’s the element that can change the numbers in your advantage. Shrink everything, shorten the number of fields your customer has to fill. For instance, you can add Google Geolocation API to quickly identify the address, so your customer won’t have to do the work himself. Not that we like stressing the importance of this issue, but you might like to know that according to the Addressy Report1 on failed deliveries, 61% of customers would abandon their cart if they would encounter issues when entering their shipping address details. That’s more than half of your customers! So, keep it simple and win customers.

And here’s another thought! This might sound strange, but remember those black and white movies, where inmates would count the remaining jail time by drawing groups of 5 sticks on the walls of their cells, crossing them down, group by group, when the days would pass? This made them feel more optimistic about the time they had left inside. Strange comparison, I know. But, think about it. Having a way to check progress, like verification signs informing the customer how much is left of the process would be like seeing the light at the end of the tunnel. It’s very important to have this psychological tool at hand that calms the mind of the agitated customer.

Suspicious about security

Now, this is a serious topic (not that the rest of them weren’t). Security is paramount in this day and age and if you don’t believe us, just ask the EU about GDPR. Although we are pretty sure you’re familiar with it. The checkout page has a strong connection with the idea of security because here is where the big exchange is being made. So, you should work really hard to get the safe choice award in the eyes of your customers. Badges that strengthen the idea that your business is secure and that you are a trustworthy partner, respecting all safety regulations and standards are more than welcome.

To be honest with you, this an effort that ought to be visible throughout your entire website, but the big push should come right here, to have that grand finale. Additionally, it wouldn’t hurt to include your contact information in the checkout page design (It’s a must, really, but we’re just being polite). Customers need to know that you are always available, no matter what. This strengthens the idea that you are a trustworthy company. Also, when adding the contact details, make sure you offer multiple options by means of which customers can actually reach you in case they need help.


Comfortable shopping sprees – short-term amnesia

Have you ever found yourself in that awkward situation in which you weren’t sure that the product you had in the cart was, in fact, the one you wanted? You could see the packaging perfectly in your mind, but it was absolutely impossible for you to remember the name. It’s something common among customers, which is why learning from your own experience is essential when designing the checkout page.

Thumbnails of their purchases are always a good idea because these prevent customers from hitting the back button to refresh their memory. The problem is that you may lose them in this affair, so best not try it. Now, if you are going to use thumbnails in your checkout page design, why not have an order summary, as well? This is a double win element because you reinforce the order made by your customer and you earn points for security. So, why not?

Also, to know your customer breaths easily when looking at your payment methods, make sure you have several options, not just one. It is the pressure of your competitors that makes you dive in the sea of payment options, but it’s also the comfort of your customer that should motivate you. It’s hard work, we know, but it pays off. Literally.

To be honest with you, this an effort that ought to be visible throughout your entire website, but the big push should come right here, to have that grand finale. Additionally, it wouldn’t hurt to include your contact information in the checkout page design (It’s a must, really, but we’re just being polite). Customers need to know that you are always available, no matter what. This strengthens the idea that you are a trustworthy company. Also, when adding the contact details, make sure you offer multiple options by means of which customers can actually reach you in case they need help.

Something for us marketers

Now, we’re bending over backward to make sure that customers are having the time of their lives on checkout pages with nothing to disturb their newly found tranquility and shopping appetite. Sure, we have a lot to gain from this attitude. But we can do better than this. We can take advantage of their presence on our checkout page and get them better acquainted with our portfolio. Recognize the direction?

This is a great time for cross-selling and up-selling if done right. What does this mean? Well, you need to create a bit of magic. Since not even Dumbledore’s wand isn’t powerful enough to create the magic in the B2B world, given its competitiveness, you might want to try a discount and persuasive copy. Together, these two can really take the rabbit out of the hat.

Note: 1https://magento.com/sites/default/files/fixing-failed-deliveries-community-insight.pdf