How to Design Product Pages that Increase Online Sales

Research shows a single design element can increase purchase intention up to 10%.

by

and

Robert W. Palmatier

by

and

Robert W. Palmatier

November 14, 2019

Andrew Paterson/Getty Images

Summary.

Companies that sell on Amazon and other online marketplaces face fierce competition. These websites provide access to a huge number of customers, but how do you make your product stand out in a cookie-cutter environment? New research finds that companies can increase their sales by designing product pages that create the best kind of customer experience for the type of product they’re selling. Drawing on laboratory studies and a field experiment, the authors offer advice on how to design your product page, or improve your existing pages. Their studies found that a single design element, used effectively, can increase purchase intention up to 10% — a substantial amount in online retail.

No matter the size of your brand or the nature of your product, Amazon provides a storefront with access to millions of potential customers every day. But with hundreds of millions of products on display, competition is fierce. Sales depend not only on having superior offerings but also on how effectively product webpages create customer experiences that convert visitors into buyers. The question is, How do you create these kinds of experiences on Amazon?

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Colleen M. Harmeling is an assistant professor of marketing and a Dean’s Emerging Scholar at Florida State University. Her research focuses on engagement marketing theory and strategy with an emphasis on business-to-business, service, and retail markets. Colleen’s research has appeared in a number of journals and has received several awards, including the Shelby D. Hunt/Harold H. Maynard Award from the Journal of Marketing.
Alexander Bleier is an assistant professor of marketing at the Frankfurt School of Finance & Management, in Germany. His research interests lie at the intersection of digital marketing, customer relationship management, and consumer decision making. Alex’s work has appeared in a number of journals as well as Harvard Business Manager.
Robert W. Palmatier is Professor of Marketing and the John C. Narver Chair of Business Administration at the Foster School at the University of Washington where he founded and serves as the research director of the Sales & Marketing Strategy Institute. Rob’s research interests focus on marketing strategy, relationship marketing, customer loyalty, channels, privacy, and sales. His research has appeared in multiple academic journals and in Nature, Economist, New York Times Magazine, and LA Times.

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Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Customer Focus. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.

Learn how to keep your customers—and their most important needs—front and center.

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How to Design Product Pages that Increase Online Sales

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