Knowing the life cycle of a product allows you to sharpen your strategy of marketing mix and to think about a relevant e-commerce positioning. For example, online promotion during the product launch phase is much more consistent than that required for a "mature" product. Controlling this life cycle therefore makes it possible to adapt your e-commerce strategy, and in particular the content of the product pages.
The life cycle of a product page is another part of this overall strategy. A product page supports product development, installation and market permanence. However, it has its own stages of development, from creation to "redirection". These phases are intrinsically linked to the product's life cycle, even if they do not overlap. They also have several pitfalls, which you must be aware of to avoid seeing its natural referencing collapse.
What is the product life cycle in marketing?
The product lifecycle in marketing is different from that of the corresponding product page. Therefore, the two concepts should not be confused. As far as the product life cycle is concerned, it refers to the set of phases through which a product passes over the course of time. These phases determine the value of the product on the market.
The 5 phases of the product life cycle
We often talk about 5 steps to describe the life cycle of a product in marketing:
- the prototype the product is not yet launched, it is under development. Its design costs the company a lot of money, without making any money. The product is therefore not profitable.
- the launch The product is manufactured and launched on the market with great communication reinforcements. It is still not profitable.
the growth The product gains market share and the company achieves economies of scale in its production. It becomes profitable.
- the maturity The product is no longer growing, but its production costs are reduced because it is completely under control. Its profitability is constant but is no longer increasing.
- the decline The product's market shares are declining, bringing with them its profitability.
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Why is it important to know the life cycle of a product?
Knowing the stage of life in which a product is in, enables traders toadapt their business strategy. Many companies rely, for example, on the revenue earned from a mature product to finance the prototyping of other, more innovative ideas. Moreover, the 4 Ps of marketing - Product, Price, Distribution and Promotion - cannot be clearly defined without knowing this life cycle.
It should also be noted that reality often catches up with theory. Product life cycles do not always follow the curve described above. Gadgets, for example, are a prime example of products that are experiencing rapid growth and an equally marked decline, without any real maturity phase.
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What is the life cycle of a product page?
The product page does not have the same life cycle as the product it sells, although, of course, the two are interdependent.
Creating a product page
The birth of a product page accompanies the product launch phase. It is part of the communications armada developed to ensure its entry into the market. More than that, it must also participate in maintaining consumer interest. It is therefore a central tool in the product growth and maturity phases.
The creation stage of the product page gains from being well thought out to effectively support the product on the market. The challenge lies in prioritizing the information, which is often numerous. A few tips for organizing the data:
- the use of tabs allows you to categorize information without making the text heavier;
- an anchor " Learn more " which refers to the technical information at the bottom of the page makes reading lighter;
- a floating block for adding to the cart allows you to purchase the product at any time during the reading.
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Temporary break or deadline management
The product is growing, even maturing, and the e-commerce site ends up facing a temporary stock shortage. This situation has a direct impact on the product page. This one must, if possible, indicate approximate delivery time.
If the delay is not under control, the best solution in this case is to swap the add to cart button for a pre-order button. Another good idea is to install a call-to-action which invites the consumer to provide his email to be informed of the resumption of deliveries. An interesting option to retrieve some leads by the way.
Either way, a situation of "out of stock"must not cause the product page to be deactivated or deleted.. The URL of the deleted page may indeed lead Google to a "404 error. The search engine will conclude that the e-commerce site wastes the user's time. Such behaviour can therefore harm the natural referencing of the site.
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Out of stock : what to do with the product page ?
In case a product is in decline, the product page is really no longer useful. It will have to be removed, but following a specific procedure that aims to to prevent this deletion from hindering the referencing.
In the event that the declining product is replaced by a product more in line with consumer interests, a simple permanent URL redirection type 301 to the new product page may suffice. If there is no new product or new product page to be promoted, 301 redirection can also lead to the product category page or, failing that, to the home page.
However, permanent URL redirection is not always necessary. If the page of the declining product is well-placed in the SERP, it can simply be reorganized to enhance the value of its substitute products.
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