The product page in eCommerce shops is the most important page.
Your product pages are the most important thing in an eCommerce store. Your product pages can make or break a sale. They can make the difference between your eCommerce store succeeding online and going under.
What makes a product page a great product page?
These are eight top practices that you can use to make sure your product pages get the job done.
Your Product Page should…
High-quality videos and images can help you showcase your products
Customers shop online and don’t have the option to touch or hold your products. This means that high-quality images of your products are essential.
It’s not only the quality of your image that matters… the size of your image can have an impact on how much you sell.
Although your exact specifications will vary depending on the products you are selling and the design of your website, these are some guidelines to help ensure your images are professional.
- For optimal clarity, ensure that your image resolution is at minimum 72 dpi
- Multiple angles can be used to showcase your products (e.g. back, front, sides, etc.)
- Zoom in on images to highlight details of your product
- Be consistent with the background, image saturation, and lighting in all product shots
Video can be a powerful tool for your product page toolbox, in addition to high-quality images. According to Stacksandstacks.com, 144% of visitors who viewed a video on a product webpage were more likely to add a product into their cart.
Video is not a necessity for any eCommerce business. A video, for example, is not necessary if you are selling men’s ties. To highlight details in your ties, you can use a zoom feature.
Who does it well: Adidas
Have unique, interesting product descriptions
Product descriptions, as well as product images, are just as important to your product page design. A product description that is well-written and informative can help you sell.
Although it may be tempting to copy and paste product descriptions from similar products, this can lead to a poor user experience. This could also limit your organic traffic. Your product descriptions can be a great way to communicate your value proposition to customers. What makes this product unique? Which problem is your product solving?
Product descriptions should clearly and concisely communicate the unique value proposition for each product. Your copy should be concise and informative. It should not rely on industry jargon to convey your message.
REI is the only one who does it right.
Tell your visitors what they should do next
Your product page should clearly state what customers should do. The page must have a clear path from the homepage to purchase. This starts with a prominent call-to-action.
The CTA does not need to be fancy. A simple “add-to-cart” button will suffice. However, it should be easy to locate and use.
Make sure your CTA is prominently located on your product page. Use contrast to make your CTA stand out against other elements of your page such as the background or imagery.
Make sure that it works before you go live. To let customers know that they have completed the desired action, you can add confirmations such as “[product] was added to your basket!”
Grovemade is the best at it
Customer reviews for Feature
Imagine you are looking for a car. There are two cars that you like, but one has a major difference. The one with tons of positive and negative reviews is the better, while the other has no reviews.
Would you purchase a product that doesn’t have feedback from customers? Most likely not.
Trust with potential buyers is built through customer reviews, especially online. A survey by eMarketer found that 80.7% of respondents said product reviews were very important or quite important in their decision to buy the product.
This is a good practice that both you and your customers can follow.
The Home Depot is the best at it
Use trust badges
Online shopping can be stressful, especially if you don’t know the brand. Online fraud can be a serious problem, so it is up to you as an eCommerce company to build trust and credibility with customers.
A trust badge, which is a seal that certifies that a website is legitimate, is a great way to show your visitors you are a real business. Trust badge companies gather data about a company, verify its legitimacy, and give it a badge to prove its trustworthiness.
You can use a variety of badges to show that you are trustworthy, including security shields and buyer protection shields. Find out which trust badges are right for you and how to obtain one.
It’s Bourbon & Boots who do it well.
Transparency about shipping and returns
Did you ever find the perfect product online only to discover that shipping costs are prohibitive at the end of checkout? You’re probably like many online shoppers and have abandoned ship.
According to a 2016 VWO study, site abandonment was most likely due to unexpected shipping costs.
Shoppers expect transparency in their online shopping experience, which includes no hidden shipping charges!
If shipping is a cost that you are charging, make sure to clearly display this policy on your product page. This will let your customers know prior to adding their product to their cart.
This applies to returns as well. If your customer isn’t completely sold on your product they will want to know how long they can try it before they return it to you. Is it 14? Is it a whole month? Are there no returns? It’s a good idea to include this information on product pages, so that customers don’t have go searching for it.
It’s Nike who does it right.
Prioritize page speed
Site abandonment is often influenced by page load times. It doesn’t matter how beautiful your design is, what product descriptions you have, or how many reviews you have.
Customers have come to expect websites to load in seconds. Kissmetrics reports that 79% of online shoppers aren’t satisfied with the site’s performance and that half of users expect pages to load within two seconds.
Many factors can affect page speed, including a complicated website design, server response time, large files and images, as well as large pages.
Google’s PageSpeed Insights tool can be used to check page speed and find optimization opportunities.
Optimized for tablet/mobile devices
Mobile eCommerce will make up approximately 45% of the US eCommerce market by 2020. Mobile shoppers are spending more time on mobile devices. This means that your website must be optimized for mobile.
Mobile eCommerce pages are great because they have product images that are easy for customers to view and explore. They also load quickly and offer seamless checkout.
It’s not easy to do it right: ETQ
Get the most out of your product pages:
It’s time for you to dig deeper now that you have the best practices in place for your product pages. If done right, a standout product page can greatly improve your site’s conversion rates. These are some tips and tricks that will help you get the most from your product pages.
The scarcity principle should be used
A sense of urgency can help increase conversions on your website. You can create urgency on your product pages and reduce the time your visitors spend deliberating whether to buy. Customers may be more inclined to buy if they see it selling quickly.
To make your product page work, you must follow the best practices. A product page with poor design, slow loading times, and no product images will not help you convert more customers.
Amazon frequently uses the scarcity principle, especially when they offer deals on selected products.
Use your FAQ to remove any doubts
There are so many choices online that it is up to you to give your customers all the information they need to know the value of your products as well as what makes you different from your competitors.
This is possible by using information from your FAQ page as a resource to answer any questions you may have about your products. This allows you to be transparent with product information and not overwhelm your product page by adding paragraphs.
You can pull information from your FAQ pages and display it below your product page if there are common questions for all products. To give users clear directions on where to find answers to common questions, you can link directly from your product page onto your FAQ page.
Under Armour has a unique approach to this. They offer a “Questions” section at the bottom of product pages. This area highlights product-specific questions, answers, and allows shoppers to submit their questions.
You can display discounts, sales or lower prices directly on your product pages if you offer them. This not only shows online shoppers your value proposition, but it also makes sure that they don’t have leave your site in order to compare prices.
Wayfair is a good example of an eCommerce site that does it well. They not only show a discount price, but they also show customers how much they are saving by using the reduced amount. This allows them to show their customers the true value of the savings.
Personalize Product Recommendations
Cross-selling products and recommending related products can help increase overall cart value. However, personalized product recommendations can make a big difference.
Personalized product recommendations are based on actual user behavior. They recommend products that are often viewed, clicked, and bought together. This is most likely what you’ve seen on Amazon. They have been delighting customers for many years with their highly personalized product recommendation.
Instead of suggesting products that are the same across all products (which may not be relevant to what your customer really wants), personalized product recommendations will make your shop feel more personal because they show products they are likely to be interested.
Conclusion and Next Steps
Your eCommerce website’s product pages are the most important. Every detail, from the images to the descriptions, can have a significant impact on the decision of a buyer to buy or to abandon ship.
Focus on the basics to create great product pages. High-quality images should show multiple angles of your products. You can also zoom in on them. Spend some time writing thoughtful descriptions. You can’t physically touch or feel your products, so your descriptions will give a complete picture of the product.
Remember that transparency is the key. The shoppers want to know all details upfront, including shipping costs, returns, prices and discounts. It is important to provide all information in a digestible, easily readable format.