Internet Marketing Digital_marketing_for_dummies | Page 175

Call to action
The call to action on a product page is the Add to Cart button. This button must be highly
visible and accessible to the consumer. The Add to Cart button should be easy to locate on
both desktop and mobile devices. In Figure 7-4, you can see two highly visible Add to Cart
buttons on a product page for Best Buy — the cart icon in the top-right corner and the Add
to Cart call-to-action button right above the price. Depending on the length of your product
page, consider adding multiple Add to Cart buttons so that people can add your product to
their cart no matter where they are on your page.
Source: http://www.bestbuy.com/site/insignia-39-class-38-5-diag--led-1080p-smart-hdtv-roku-tv-black/4863802.p?
skuId=4863802
FIGURE 7-4: Bust Buy has two Add to Cart buttons in the first half of the page.
Reviews
Include reviews, user-submitted content, and a frequently asked questions (FAQ) section
within your product page. Reviews in particular serve as a form of social proof and are
like a personal recommendation. Customer reviews don’t have to exist in only written
form; they can also be videos. Customer video reviews are one of the best forms of proof
you can include on a product page because the video gives potential customers someone to
relate to while reviewing your product.
People regard review videos as harder to fake or manipulate than text testimonials, so they
carry more weight. The main difference between customer video reviews and third-party
pitch videos is that the third-party videos are professionally produced by the business,