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Improving Click-Through Rates on Featured Products

Posted June 10, 2008 by Linda Bustos /

One of the simplest ways to increase click through rates on “featured” or “recommended” products from your home page or email campaigns is to give customers a clue as to why the items are featured.

Compare a merchandising zone like this:

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To these:

Crutchfield recommends 3 iPods, and customer chooses which is most attractive - the best deal for the price, the top rated item or the expert/staff choice.

L.L. Bean’s emails consistently feature products backed up by some outstanding attribute that justifies its recommendation. Value propositions, baby.

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Comments

  1. BetterRetail
    June 10th, 2008

    Great article. You’ve hit the nail on the head.

  2. idris
    June 11th, 2008

    Hi Linda, Very Good and informative article. Thank you so much.

  3. Dr. Pete
    June 11th, 2008

    Great stuff. I love simple, high-impact changes and the difference a few well-placed words can make.

  4. Ryan Douglas
    June 12th, 2008

    This is exactly what Jason and I were discussing when we reviewed some of our pages. Excellent advice!

  5. Audio Bible
    November 12th, 2008

    I have just added a Featured Product section on my home page. 3 different items that change each day.

    I am wondering how best to label the section to imply the items change daily.

    Do I label the section,
    Wednesday’s Featured Items
    Featured Special on Wednesday

    Any suggestions? does anyone have any A/B testing done for this?

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