An excellent product page is the first step for achieving a higher conversion. Every eCommerce website exists to make a profit so you want to design a site that is easy to use and that encourage users to make order. Of course, checkout process is also essential that needs attention but the product page is also crucial to make sure visitors can find exactly what they are looking for that further opens the door of checkout process. Giving all the attention to checkout page will not work until your product pages are great enough to grab the attention of users.
Further in this post, we will cover the few tips for making a great experience on the product page of eCommerce website.
Clarify Pricing & Features
Price is the most important thing with any product so show the total price clear and prominent right on the page. Make sure that you have clarified the price early near the top of the page and near the product title/image.
Also don’t forget to mention optional features related to the purchase. Such as different colors/sizes if you are selling t-shirt. Showcase these options prominently neat the price and update that price accordingly if certain options cost extra.
Your goal should be transparency with potential buyers. Be upfront about price and don’t try hiding anything with the hopes of tricking people into buying. As hidden cost always encourage the Cart Abandonment.
Customer review is one of the best and loyal ways to build trust. Make sure you feature customers review prominently with their own section on the page. This shouldn’t be right near the top unless you are quoting snippets from certain reviews. Adding a small link or an overall star rating near the top of the page is recommended. This can give visitors a quick look at the average customer rating and link down to the full list of reviews.
Add Images That Sell
Images really do sell. The problem is finding the right kinds of image that grab the attention and let the visitors know exactly what they are buying.
You might go for a bunch of different images and angles or just one great shot. It doesn’t matter how many photos you have, the ultimately goal is to show off the product and give people a digital taste of what it looks like.
Skimmable Product Descriptions
You can grab more attention by presenting product information together in a skimmable format. The best way to list down the product information is in a bullet list format so user can easily have access to product information without requiring paragraphs of reading. The descriptions are written with their target market in mind, but are also simple enough for anyone to understand.
One Clear “Add To Cart” CTA
A clear call-to-action serves one purpose: getting your potential customers to the checkout more quickly. It should be instantly visible on the product page.
Your job is to design a CTA that’s clear, easy to read, and accessible no matter what. Generally this means using a strong color, a distinct button style, button text that makes sense and a placement close to the top of the page.
Make People Share Right from the Product Page
The beginning of social commerce has changed the game for eCommerce businesses completely. People get influenced by social sites, read and share their reviews on platforms like Facebook and Twitter, and also form communities to discuss their experiences with products and services.
- Adding social media buttons provides the friends/followers with social proof, which may result in increased purchases of the same item.
- It helps to spread brand awareness.
- It may also increase traffic on your website which will help in increase in overall sales, quite apart from the particular product which has been shared.
- Keep in mind, however, that if the number of likes and share are too few in number, it may result in negative social proof.
Provide Delivery & Returns Information on the Product Page
Nothing is more irritating to a customer than selecting a product, making a purchase and reaching the checkout section only to discover the addition of unexpectedly high delivery charges and hidden taxes. Posting the total cost on the product page eliminates the surprise of a high shipping cost and also lets the customer factor in the total cost before adding the product to the cart.
Apply Schema and Rich Snippets to Increase Conversion Rates
Schema.org has created a standard in website coding to allow developers to include code that the search engines are looking for. Of course this is the most basic description, but it allows you to include certain snippets such as reviews, pricing, etc. that can then be displayed in a unique format by Google. In June 2011 Google officially introduced schema.org and began using schema in their result displays. There are many different elements that can be used on a website but for this article we’re covering mainly elements that benefit an eCommerce website.
The most used eCommerce schema item types for eCommerce include product rating (AgrregateRating), brands, model, product ID, offers and reviews. All of these schema “Product” tags can be found on the schema.org product information page. To include schema microdata into a website is fairly easy as certain tags or html elements are included are specific text or code. For example a tag of itemprop=”reviews” would be included on the section of the website code for your reviews. There is a little more to it than this and certain more detailed tags such as “worstRating”, “ratingValue” and others can be included on detailed elements.
Rich snippets can communicate the value proposition of your product and establish a clear competitive advantage against other ecommerce sites in your industry. By making your link stand out with more real estate and information, you will drive more qualified traffic to your pages. Users that click-through to your page have read the information in the search result and will want to make a purchase decision.
Product page is absolutely the most essential page on your eCommerce site. Everything from your images to your descriptions can make a serious impact on a buyer’s decision to purchase or abandon ship so design is precisely.
In order to create superior product pages, focus first on the fundamentals. Make sure you have high-quality images that feature multiple angels of your products and a zoomed-in look at them as well. Also, spend some time crafting thoughtful descriptions. Remember that users don’t have the opportunity to physically touch and feel your products or see them at scale, so rely on your descriptions to provide a full picture of your products.
Remember that transparency is the key. Shoppers want to know everything upfront — shipping, returns, prices, discounts, etc. Make sure to give them all of the information in a digestible and easily discoverable format.