These key information pages and how-to guides are important to support your ecommerce product pages, reinforce your terms and conditions, offer trust and ultimately add to the sales potential by providing help and assistance. As discussed in the products section, it is good to give some of this information on the actual product page, as an information resource box or links. The more information your prospect already has, and the fewer distractions, when they are ready to order, the more chance you have of converting the sale.
These pages can help and assist new visitors entering your website with any concerns or answer questions prior to viewing your product pages. In the checkout area of the website these pages are not required, but small ‘info’ links with a small pop up on hover will help with any usability issues.
I like to include the information and technical pages in one area to keep it compact and together, highly focused and easy to access via a ‘Help’, ‘Customer Support’ or ‘Customer Service’ link.
Information Pages Could Include:
- Shipping (Delivery)
- Ordering & Payment
- FAQ (Frequently Asked Questions)
- Customer Comments (Testimonials)
- Newsletter Sign-up
- Technical Guides
Hot Tip: Keep your Information Pages short and simple. Get to the point quickly and give the reader exactly what they are looking for. Use Amazon and other good websites as examples. Most of the pages won’t be used for SEO so the use of keywords is not essential.