A Guide to a Better E-Commerce Product Page
The heart of any E-Commerce site its product pages. An e-commerce site is nothing without the products that it offers its visitors. The pages where these products are placed, are just as important.
It is vital that your product pages are strategized so that you can boost your conversion. Yes, it all comes down to the way you present your products.
In order to help you come up with better E-Commerce product pages, we’ve come up with a 10 step guide:
By following our tips, you are a step closer to having product pages can really entice your visitors to make a purchase. With that, here are a few tips from us on how to make better E-Commerce product pages:
1) Provide essential information
It is absolutely necessary that you provide your shoppers with complete basic information about your products. The information you need includes, but is not limited to:
- Product name
- Product features
- Product specifications
- Product image
- Delivery date
- Shipping cost
Not only will these points prevent all your customers from asking so many questions, but it will also help you gain sales. Providing the necessary information will help you earn your shopper’s trust. Furthermore, if you provide the needed information, your customers would not experience the hassle of having to ask questions and will prevent them from just buying elsewhere. However, product descriptions cover most of the texts in the page, that’s why it’s imperative to make those unique, considering SEO in the process.
Look at this product page from Diane Von Furstenburg’s (DVF) E-Commerce site. Everything is displayed, clutter-free. The product name is displayed prominently, the features are available, the details about the product is there, a prominent product image is available, the cost is under the product name, which makes it easier for the users to make a purchase decision.
The availability of the product is highlighted with a different color, making it standout and easy to read. The shipping cost is displayed (they offer free shipping), however, the delivery date isn’t clear. You still need to navigate through the website to find out how long it’ll take before you get the product.
Boohoo, 24/7 global fashion retailer in the UK, perhaps nails every aspect of a better E-Commerce product page. Here’s an example:
All nine factors of a great E-Commerce product page is available in their product page. They even go beyond with some style recommendations for every outfit they have on the site.
Because of the holiday shopping season, they made it easier for the shoppers to purchase quickly, with an option to see the full details should they decide to know more about the product.
2) Make sure that the product images are clear and enticing
Make certain that you use product photos that are of the highest quality will also prevent any hesitation that the product might not look the same as on the picture.
When your shoppers know that you’re always using real images, they will know that whatever you post on your product pages would be what your customers would be getting. That being said, it is really necessary that you use product images that are clear, and show just really how your customers will see the products when they are delivered.
Tagged as one of the best online clothes shops by Independent, Boohoo has provided budget-friendly trendy fashion items. Their product images are worn by models, showing how trendy these clothes are. Every pose and angle accentuates the product.
This is why it’s important to have product images like when you’re selling clothes online; a photo makes it clear and enticing. It helps the customer imagine how it’ll look like. It also helps them decide to purchase a product because it is hip and trendy for the holiday season.
However, take note that quality images can slow down your website. E-Commerce websites are expected to load within half a second according to recent studies, so choosing a cheap web hosting solution might not be the best investment. Remember, you get what you pay for.
Take time to read reviews and consider the best hosting plan that will suite your budget. Your website heavily depends on your web hosting to go live in the Internet. If it cannot supply the demand of your website, it’s about time you think of switching to another provider.
Earn page credibility with trust seals and social proof
Increase your customers’ trust with the help of social proof and seals.
Tribord Easybreath’s product page included real, live testimonials from social media users who had purchased and used Tribord’s product. A full-face snorkeling mask isn’t exactly the norm, so it is a genius way to incorporate social media to prove that indeed, it works.
Validity and Proof
Social proof includes reviews from previous customers. Case studies have shown that sites that make use of customer reviews have higher conversion rates. Make the most out of the best reviews. But don’t forget to include mildly negative reviews, if any, to further get trust. Shoppers appreciate those that do not hide information from them.
Your potential shoppers rely on what they see on social media. It’s easy to search in different social media channels, thus your brand can be vulnerable to different forms of reviews. The best way to beat negative reviews or even fake reviews, is to respond to them using your official accounts. Take the time to get your accounts verified.
See the image above? It’s a side-by-side comparison on Skechers’ Facebook Page. The one on the left is the verified version of the page, while the other one is a copycat. “Skechers Shoes” page does promote Skechers’ products, but it’s tagging Amazon affiliate links; meaning, once buyers purchase through that link, the one who owns the affiliate account gets a part of the revenue. While having affiliates aren’t bad, they’re not the ones responsible to respond to customer inquiries, like this one:
On the other hand, trust seals include Secured Sockets Layer (SSL) certificates. This ensures your customers that they are on protected sites, and that doing transactions on your site will not put them in harm’s way. There are several practices on implementing SSL on a website, but primarily, a lot of shopping guides recommend shoppers to look for the green padlock. There’s not significant study yet if implementing a site-wide SSL certificate is better or not, but SSL nowadays is something that shoppers look for.
Trust seals also come from badges when you implement your purchased security option. Below are some of the most trusted badges recognized by most shoppers.
4) Put detailed product description
Again, present all necessary information in your site. The product description is about one of the most important part of your product pages. Some customers do not know the exact product to buy. They will search on product descriptions and if you don’t have such, then you are in trouble.
In making product descriptions, ensure that the content is clear, informative, and enticing. Your product description should include your product’s features and specifications, so that the shoppers could know what just they’re getting.
Persuade your shoppers to buy your product by capitalizing on your product’s features, and what makes it better than competitors.
Again, another good example from Boohoo.com. Aside from the usual details of their products, they go the extra length of adding STYLE NOTES so shoppers will have an idea what looks great with this attire.
5. Make use of an “Add to Cart” button
The “Add to Cart” button is your weapon so make use of it! Highlight it so that your shoppers will feel the desire to press it. Strategize where to put it and what color to use so that your shoppers will feel compelled to buy. The add to cart button should appear to be the call of action, and it should really be inviting to follow.
Notice that on these product pages, they didn’t need to add anything spectacular to make the add cart button noticeable. Just by contrasting the button’s color can make it stand out on its own. The image below shows better practice of using the add cart button, since it is more prominent and won’t be confused with the add to wishlist button.
6. Urge your shoppers to buy by reason of scarcity and urgency
When shoppers feel or think that they will lose the last piece of an item, or let pass a good promotion, they will feel the need to buy now. That is why it’s a good strategy to say that you only have a few units of a product left, or that they time is running out for an ongoing promotion. It is better if you would add a countdown to further highlight urgency.
But if you say that a promotion is good until a certain time only, ensure that this particular promotion will really end. Otherwise, your customers would say that you are lying.
7. Provide live chat and support functionalities
Service is essential for businesses. For e-commerce businesses, it is best if you could provide live chat and support functions for your customers. On your product pages, include what numbers they can call should they have any questions or problems. You can also provide links to your social media accounts on your product pages.
Furthermore, you should integrate ways to share your products on your customers’ social media accounts so that their friends and followers can see it as well. Even in the online world, word of mouth is effective.
ASOS has a wonderful Help page for their customers. Here, customers can get instant answers to their questions with their FAQ displayed, along with important updates on delivery and processing time. Once you visit their page, just highlight your primary concern and check from the list to see the relevant question to your query.
If you’re not satisfied with their FAQ, you may contact them through live chat, offline inquiry, Facebook, Twitter, or via Messenger. Isn’t that convenient?
Strategize For Maximum Conversion Opportunities
Your product pages should really be strategized well in order for you to get the maximum benefits. Although your products are what your customers are really after, your extra effort for your product pages can give the needed push to attract your customers to buy. Your product pages are like the shelves of a physical store so you should also ensure that your product pages are well designed, well executed, and well used. If you’re looking for a better way to promote yourself as a store, consider reading Fearless Flyer’s guide on applying to be a Google Trusted Store.
With the right product pages strategy, your sales goals are easier to reach (and even beat) than ever. The heart of your E-Commerce site is your product pages so make sure that you do your best to make the best product pages in return.