September 29, 2004, 12:00 AM

The page features that turn shoppers into buyers

Jupiter Research analyst Eric Peterson will moderate a panel on strategies that retailers employ at the page level to entice shoppers to buy. Panelists will provide data on how successful such strategies as zoom and color swapping are in driving sales.


How to get customers to move from your product page to your checkout section will be the topic of concern in the session “Product Page Tactics that Drive Sales,” moderated by Eric Peterson, site technology and operations analyst for Jupiter Research. Peterson explains that the product page is the last real chance to get consumers to buy and this session will look at the effectiveness of various sales conversion tactics as experienced by three of the nation’s top online retailers.

Speakers will include Julie Bornstein, vice president of merchandising and marketing for Nordstrom Direct; Rich Last, vice president of merchandise for, and Al Hurlebaus, director of e-commerce operations and marketing for CompUSA.

This session will look at specific strategies employed by the three retailers and provide hard data on how successful these strategies are. Some of the expected topics include whether providing greater product detail through zoom technology actually increases sales, how effective product rotation is and whether the ability for customers to dress a model really sells more apparel.

In addition to topics related to page technology, the panel discussion will consider the “nuts and bolts” of product marketing, including page navigation tactics and where to place key buttons to maximize effectiveness. “We won’t be looking as much at the overall site functionality as at the specifics that are relevant to customers once they reach the product page,” Peterson says.


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