On product pages, the price normally appears near the product name, and the call to action button.
On navigation pages, it’s usual to find it below the product image.
Price operates at two levels.
Firstly, at a marketing level, it’s part of the overall marketing mix, as we cover in our guide to the marketing plan. It reinforces the brand positioning as to whether your products are high price / high quality, or valued priced / accessible for all.
But then secondly, at a sales level, you can add promotional price discounts as we cover in our guide to sales promotions. These can help persuade consumers they are getting a good deal at the price, or that they will miss out on the deal if they don’t buy.
When used online, you should also consider how you present the price. There is evidence that smaller fonts make consumers perceive price as less than bigger fonts for example. And you can use the principles of psychological pricing to, for example, decide whether to include decimal points or round the price up to the nearest dollar.
Call to action
You also want to make sure the “call to action” button is clear and captures attention. The “call to action” is what you want the online shopper to do next.
It’s common to play around with colour and typography on the call to action button to make it stand out and be easy to recognise. It should have a clear action such as “Buy now” or “Add to cart” to make it obvious, what you want the online shopper to do next.
So, in our example above, we add a green background to the “Buy Product” box to make it stand out more. Our normal Call to Action buttons are white font, on a red background.
This is the only time on our site we use a different button colour scheme. It helps to show that it’s a different action from just visiting another page.
While “Buy now” is your obvious call to action at the point of purchase, you can also build in other calls to action at different points of the online shopper experience.
For technical or detailed products, the call to action might be to book a consultation or a call-back, for example. After the shopper buys the product, the call to action could ask them to comment, or leave a review of their experience.
Customer reviews from real shoppers are a great sales and marketing tool. They feel independent and unbiased to other customers.
So, they do a double job. They help you track how happy your customers are. And, they persuade other customers that you offer a good online shopping experience.
Even if you only ask customers for feedback and don’t publish it, giving customers the opportunity to tell you how you have done builds trust and confidence in your brand.
Each product page needs to fit into the overall navigation hierarchy of the site. This is done with the URL set up of each page. A filter usually defines a group of products and each product page within that group becomes an extension of the filter page URL.
Think about these filters as the digital equivalent of aisles in an actual store. They group similar products together so that they are all in one place. It makes it easier for the online shopper to compare similar products. You normally find these filters in the navigation bar. They are also used to create the URL naming structure of pages within the site.