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The Path to Purchase
The path customers follow that leads to a sale is sometimes called the “path to purchaseThe path a prospect follows that leads to a sale..” In this quick tour, we’ll take a look at pages of strategic value that customers usually visit while shopping in your store. Then, we’ll consider different store features that can be leveraged at each stage of the customer journey.
Your home pageThe first home page a visitor sees when they access your website URL. Considered the most important page on your website according to search engine indexing. is like the front window display of your store. As the primary landing pageA page on your site where a visitor arrives after clicking a link or advertisement., its design entices visitors to come inside for a closer look.
This page shows products from your catalog in either a list or grid format. The selection can be based on a categoryA set of products that share particular characteristics or attributes. chosen from the main menu, a choice made in the layered navigationThe primary group of web page links that a customer uses to navigate around the website; the navigation links to the most important categories or pages on an online store. on the left, or the results of a search. Any item can be examined in more detail, or placed directly into the shopping cartA grouping of products that the customer wishes to purchase at the end of their shopping session..
Did you know that people who use search are nearly twice as likely to make a purchase as those who rely on navigation alone? You might consider these shoppers to be “pre-qualified.”
The product page provides detailed information about a specific item in your catalog. Shoppers can read reviews, add the product to their wish lists, compare it to other products, share the link with friends, and most importantly, place the item into their shopping carts.
The shopping cart lists each item by price and quantity selected, and calculates the subtotal. Shoppers can apply discount coupons, and generate an estimate of shipping and tax charges.