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In This Article:
Balance Information and Branding
Standardized Your Product Images
Feature Product Photos from All Angles
Be Strategic About Alternatives and Recommendations
Provide Customization Options
Appeal to FOMO
Improve the Shopping Experience
Improve Your CTA
Add Canned Responses to Your Live Chat
Develop an SEO Strategy
Creating a high-quality product isn't enough to ensure online sales. Product pages are critical to an e-commerce site's success. Research demonstrates that users rely on product pages to help them decide what to buy. Since online customers can't see the product, they use these pages to answer their questions and represent the product accurately.
An up-to-date and well-done product page design encourages sales, while poorly designed ones harm the customer's relationship with the brand. Potential customers either abandon the site without buying, or they buy the wrong product and are unhappy.
Here are some tips for ensuring your e-commerce product page delivers an excellent user experience and increases sales.
Balance Information and Branding
Copywriters sometimes write product descriptions that evoke a particular emotion rather than clearly describing the product. While branding is important, consumers want to be able to determine whether the product is right for them. A good product description is engaging and not only describes the product but provides insights into how to use it.
Additional information can also convert shoppers to customers. Examples include a question-and-answer section and comparison tables for similar products that clearly highlight the features of one product vs. another.
Standardized Your Product Images
Product photography should promote your brand image and help customers compare products. Develop a style guide for your product images so that they have a unified look. For example, photograph each product in the same light with the same background and size ratio. If you show one piece of apparel worn by a model, show all of them that way.
Feature Product Photos from All Angles
While showing only one or two images per product may keep your budget low, it often fails to provide the information users need. You may save design fees but lose money because of low conversion rates. Customers want to see the product from all angles before making a buying decision.
Highlight Customer Reviews
Reviews are critical to driving sales. Research shows that if two products have the same rating, customers will buy the one with the most reviews. Reviews can include star ratings, information on sizing, photos of the product in use, and advice on how to use the product.
However, reviews are typically buried low on product pages, where users have to scroll to find them. Consider moving reviews and other user-generated content up higher on the page. Find ways to highlight positive feedback and encourage customers to provide feedback. Reviews and other social proof can sway a customer to buy a product.
Be Strategic About Alternatives and Recommendations
An effective product page guides the customer through the sale in much the same way that a human salesperson would. Showing similar products helps customers see their options.
A good recommendation section may help if they are on the fence about a product. Recommendation sections on product pages and in the mini cart can also cross-sell by suggesting products that will work well together. Cross-selling increases the size of the average order.
However, you don't want to overwhelm the user with too many recommendations to avoid choice paralysis. Consider limiting recommendations to no more than four.
Provide Customization Options
When customers search for a product, they often have specific features in mind. Showing customization options addresses these concerns and gives buyers more control. Customization doesn't have to be complex; it might simply mean offering the same dress style with pockets and without, or in three colors instead of one.
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Appeal to FOMO
Customers don't want to miss out on a good product. Writing copy that creates a sense of urgency will drive sales and increase conversion rates. For example, product descriptions or images might include quick sales highlights, such as a percentage off or final sale. Or they might include messages such as “500 people are currently viewing” or “only 5 left.”
Improve the Shopping Experience
If your e-commerce website offers a good experience, customers will visit more frequently and spend more per visit. One way to improve the experience is to feature a sticky header on the product page announcing special offers. Another option is to offer samples or product swatches for free or a nominal fee. While sending samples may be a longer way to convert sales, it can be very effective, especially for more expensive products.
Improve Your CTA
Design tricks can help your call-to-action buttons pop out. For example, you might have the add-to-cart button change color when the customer hovers over it. If you have products that come in different sizes, consider having the button change color, so the customer can more easily discern which size they've chosen. Also, consider giving customers the alternative of adding items to a wish list or favorites list to make shopping easier the next time they visit.
Add Canned Responses to Your Live Chat
Live chat is essential for providing customer support in decision-making. Customers shop at all hours. Adding canned responses to your live chat can help customers make decisions when no staff is on duty. Canned responses don't have to be simply yes or no answers, they can provide links to policies or offer help with other categories the customer might want to explore.
Develop an SEO Strategy
The best product page in the world is no good if no one finds it. Develop a strategy for optimizing your product pages on search engines. Use keywords effectively, ensure images are clear and high-resolution, accelerate page loading speed, and optimize the page for mobile shopping.
Key Points
Production pages are among the most critical aspects of your e-commerce site. Consumers depend on them to help them make decisions, so follow the few key rules to succeed.
First, balance brand considerations with the need to provide clear, complete, and accurate product information. Second, devote your resources to improving the customer experience on these pages. And finally, always make sure to create a sense of urgency. Developing and executing these strategies ensures your product pages will boost your sales.
Expert in ecommerce website development topics. Skilled SEO Specialist with a proven track record of improving website visibility and search engine rankings. Experienced in keyword research, on-page and off-page optimization, link building, and content strategy development. Passionate about staying updated with the latest SEO trends and algorithm changes to ensure optimal online presence.
Experienced SEO Specialist with a proven track record of improving website visibility and search engine rankings. Skilled in keyword research, on-page and off-page optimization, link building, and content strategy development. Passionate about staying updated with the latest SEO trends and algorithm changes to ensure optimal online presence.
