Summary: A right product page provides at least four basic types of information, and they serve for four purposes: Cognition, Credence, Value and Action.
A product page is usually where a conversion event comes to an end in e-commerce, where customers cannot touch products, neither ask salespeople questions face to face. That's why many website owners are often overwhelmed with design tips of product pages when trying to promote the conversion rates of their sites. However, some indispensable characteristics in the product page count more than design tips, ensuring effective presentations of products and addressing concerns raised by viewers. In fact, many design tips work on the visualization of these elements.
So, what are them? How do they function in the product page? Let's start from a model widely used in marketing and advertising: AIDA.
AIDA Model
AIDA is an acronym for Attention, Interest, Desire, and Action. [1] The AIDA model describes the stages of consumers' experience from the time when they first become aware of a product through to when they make a purchase decision. [2] Briefly, the Attention step is where a consumer pays attention to a product or a brand. The Interest step is where the consumer becomes interested by learning about the brand. If the customer develops a favorable disposition towards the product, they fell into the Desire step. [1] [2] In the last step, Action, the consumer forms a purchase intention and takes the next step towards purchasing the chosen product. AIDA is a hierarchical model, which means it supposes that a customer moves through a series of mental steps in sequence to make the purchase decision. Since first developed in 1908, this model is one of the longest-serving and most widely applied hierarchical models. [3]
However, in empirical studies, the model of AIDA is a poor predictor of actual consumer behaviors. [4] [5] In a purchase decision-making process, the customer doesn't have to go through these steps hierarchical. [4] There is some research suggesting that consumers process information via several mental activities simultaneously. [6] The hierarchy sequence is also under debate. Some work demonstrated that affective reactions (Interest and Desire stage) precede cognition processing (Awareness stage). [4] In addition, an extensive review of the literature surrounding advertising effects found little empirical support for the hierarchical models. [6]
Four Basic Types of Information
The attempt to discover the mental status without a professional psychological knowledge is destined to fail. Nevertheless, the model of AIDA can bring us a new perspective of the product page. Though it is still in doubt whether the customers have to go through a series of mental status, they still need enough information as stimulus (if they take in them passively), or answers (if they find them actively) to support them complete the purchase decision. If they can't find some points, they may hesitate, feel skeptical, and finally abandon the purchase. Another possible outcome is the shoppers buy the wrong product, which often triggers worse buying experience. All e-commerce professionals would not be happy to see such results.
After analyzing ten examples across several famous or less famous platforms, I concluded four types of information that all the product pages of these sites contain: Cognition, Credence, Value, and Action. A qualified product page provides at least these four types of information to address customers' concerns and avoid making any obstacles on their way of conversions.
Cognition information. Initial information about the product, like the name, size, color, nature, etc. The customers learn what the product is upon cognition information. Sometimes it also contains details of products, like their specifications and instructions.
Credence information. This type of information addresses shoppers' concerns about safety, authenticity, refund policies, and other issues that might impair their buying experience. For example, if a famous company produces the product, brand information can ease customers' worries. Typical forms of credence information are insurance, certificates of authenticity, refund policies, celebrity endorsements, and ratings from previous customers.
Value information. Why customers need this product? How is this item different from others? This type of information reveals the Unique Selling Points (USPs) of the product to the customer, engaging them to make the purchase decision. It is often narrated in a provocative tone to persuade customers that they would benefit from the purchase. A comparison between similar products to highlight the values of the subject is an example.
Action information. Action information draws customers' attention to actions. It includes the conversion entries like "add to cart" and "buy now" buttons. They are often designed to be conspicuous and take prominent locations to catch the viewer's eyes, as the users should never wonder how to take important actions.
These four types of information can cover most information displayed on a product page. No matter whether customers really go through those mental statuses in the AIDA model, they can always gain corresponding information to move towards the purchase decision.
It's also worth noting that there is not a clear boundary between types. This category is not exclusive. Information like images of the product helps in both recognition process and credence, and thus can be regarded as Cognition and Credence information at the same time. Brands that enjoy some reputation can also offer answers to shoppers' concerns about Cognition, Credence, and Value simultaneously.
However, as it implies in the title, there are other types of information on a product page - for instance, recommendations. Not every product page displays recommendations. They mainly target to lead conversions to other products and thus are not necessary. Another example is the premier advertisement embedded by some platforms. Some comparisons between similar products, which are objective and don't aim to highlight the value of the subject item, also shouldn't be classified as Value information. Overall, these kinds of information are not indispensable to a shopkeeper's product page. On the contrary, many platforms introduce such information to promote traffic within the whole site.
Example
Let's take a look at a page on Amazon to examine the division. This is a whole product page of the latest AirPods Pro.
Cognition information: On this section, the user can cognize what the product is by its name, other essential info.
Cognition & Credence information: Here the product images play a role that supports both cognition and credence.
Action information: The buy button and add-to-list provide place for customers to take actions to complete a conversion. In other apps, the conversion entries are typically pinned at the bottom of the screen.
A long poster with product pics and brief texts is a common form of Value information.
Value information: These descriptions conclude the values of the product, listing features and details to highlight the values of the subject.
Cognition information: Technical specifications make users recognize the product in greater detail. They also need such information to make sure that the item can satisfy their needs.
Comparison is a special type of information. By comparing different variants, the customers can learn the values of this product straightly and make the most suitable choice. However, comparison is not common in platforms, as it might affect the business interests of other shipowners.
Credence information: Hands-on reviews are helpful in evoking a feeling of trust on users. Professional video review makers can demonstrate the values of the item to the utmost extent, and audience often trust them.
Recommendations: There are two types of recommendations on a product page: the one is the recommendation of similar products, the other is that of relative products. Here is of similar products. Recommendations can bring traffic to other items but sometimes can disturb the current conversion.
Cognition & credence information: Q & As facilitate users to ensure whether the descriptions are reliable and issue their potential questions.
Trust information: Ratings provide users a quantitative way to measure the values of the product. It also indicates that this product has been used by other people, so it's a real product and the previous descriptions should be credible.
Cognition & credence information: Real images of product can provide recognition and a feeling of trust at the same time. If the product has aesthetic values, recognizable images can also provide Value information.
Cognition & Credence information: Even the most complete description will still leave some users’ questions unanswered. Ratings and reviews bring in another voice to the site, generating further insight on the item and create the feeling of trust. Positive reviews can also be regarded as a value of the product. However, if reviews are obviously fake, it reduces the product's credibility instead. Also, detailed reviews can provide more Information for users to judge, and thus earn more credit.
Recommendations of relative products. This kind of strategy can bring traffic to relative products that customers might also have interest in.
Above is how the four basic types of information work on a product page. There are also other types of information like recommendations and comparisons on this page.
How to Use This Division?
First, we can harness this division in the design of information architecture. We can fill information on the product page type by type, ensuring the page includes complete product information.
Second, it helps with the UX and UI design. Different types of information should have different visual features. For instance, Action information is often highlighted in bright colors, as it requires more attention. The image of the product, which helps customers to recognize and trust the product, should be big and recognizable for shoppers to check. The value of the item must be highlighted straightforwardly.
Troubleshooting is also where the division can function. When some critical statistics, like conversion rates of this product, decrease, we can check every item in four directions orderly, which saves time.
The Takeout
There are four basic types of information on a product page. They are:
Cognition: Basic and detailed information about the product help users to recognize the product.
Credence: Information to assure customers, to address their concerns about safety, authenticity, refund policies and more.
Value: This type of information reveals the values of the product to the customer and encourages customers to buy it right now.
Action: The information or widget urges the customers take action and marks the entry of the conversion.
One element can offer more than one type of information at the same time. Other information, such as recommendations, sometimes shows on the product page, too.
Reference
[1] Mulder, P. (2012). AIDA Model. Retrieved [Nov., 2019] from ToolsHero: https://www.toolshero.com/marketing/aida-model/
[2] E. St Elmo Lewis. Financial Advertising. (The History of Advertising), USA, Levey Brothers, 1908
[3] Diehl, D. and Terlutter, R. "The Role of Lifestyle and Personality in Explaining Attitude to the Ad," in Branding and Advertising, Flemming Hansen, Lars Bech Christensen (eds), p. 307
[4] Barry, T.E. and Howard, D.J. "A Review and Critique of the Hierarchy of Effects in Advertising," International Journal of Advertising, vol 9, no.2, 1990, pp. 121–135
[5] Bendizlen, M.T. “Advertising Effects and Effectiveness,” European Journal of Marketing, Vol. 27, No. 10, pp 19-32.
[6] Vakratsas, D. and Ambler, T., "How Advertising Works: What Do We Really Know?" Journal of Marketing, Vol. 63, No. 1 (Jan., 1999), pp. 26-43 DOI: 10.2307/1251999
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