Why Walmart Product Pages Drive 14% Better Sales Than Its Competition
More than half of the shoppers (i.e. 53%) who land on the Walmart product page also end up purchasing the product, while only 47% of Amazon- and 46% of Target-based shoppers make the purchase after browsing the product page - what drives this 14% advantage
You may think of a product page as an equivalent of picking up a product with one’s hands and mulling over the purchase. Many questions emerge in this thought process, but most of these activities take place in the subconscious part of the mind of which we are seldom aware. By changing features of the product page, we can influence both conscious and subconscious aspects of the decision-making process.
To unveil the basic elements that drive conversion on product pages, the EyeSee team conducted an eye tracking study analyzing the leading retailers’ product pages – Walmart, Amazon, and Target. The recruited 300 online shoppers were asked to browse two product pages of their preferred online grocery shop, showcasing popular brands within two large categories – Colgate (toothpaste) and Tide (laundry detergent). Afterwards, the respondents were asked to choose products they would prefer to buy.