Ecommerce Decision-Page Metrics

[mandy]

Decision pages are simply those pages where visitors are presented with an offer. Most often, these pages will describe a particular product or service and communicate its specific benefits and features. On these pages, the visitor is also presented with the price of the product or service and a button with which to "buy" or "add to cart." Sometimes visitors can access even more detailed information about the product or service from these pages, but as presented, these pages represent the "essence" of the offer.

On a typical retail e-commerce site, the decision pages are usually the individual product pages. On other types of sites, the decision pages might be service description pages or sales-letter pages.

Regardless of the specific location, decision pages are where visitors are exposed to the total "package" — features, benefits, price, etc. Decision pages are where visitors really begin to evaluate the whole offer — logically, emotionally and economically. And as the moniker would imply, decision pages are where visitors formulate an initial purchase decision — deciding whether or not to put the item into their cart, or otherwise move forward to the next step in the sales cycle...

full article: http://www.ecommerce-guide.com/solutions...hp/3685261