If you want to be the cream of the crop in the world of ecommerce, you need to have a product page that leaves a lasting impression. A product page that's lackluster, difficult to navigate, or doesn't have enough information is a recipe for disaster. It's time to step up your game and make sure your product pages are a home run!
Here are a few reasons why you need a killer ecommerce product page:
- First impressions count - The ecommerce product page is often the first interaction a potential customer has with your product, so it's important to make it a good one. A well-designed and well-optimized product page can help build trust and credibility with your target audience.
- Increased conversions - An effective product page should be designed with conversion in mind. You can encourage visitors to take the next step and make a purchase by including key information, high-quality images, and a clear call-to-action.
- Better customer experience - A perfect product page should be easy to navigate, with clear and concise information that answers all potential customer questions. This not only helps to build trust but also helps to ensure a positive customer experience.
- Better search engine visibility - Effective ecommerce product pages should be optimized for search engines, with descriptive and keyword-rich product descriptions, high-quality images, and other relevant information to help increase your visibility and drive more traffic to your website.
- Better data and insights - By tracking how visitors interact with your product pages, you can gain valuable insights into what's working well and what needs improvement. This information can help you optimize your product pages over time to drive even better results.
We want to help you create product pages that convert. We'll discuss the key elements of a successful product page, best practices for optimization, and common mistakes to avoid.
Grab a coffee (or a drink, if it's that kind of day) and get ready to elevate your ecommerce game!
Factors to Consider When Designing an Ecommerce Product Page
When it comes to ecommerce, your product pages are often the first point of interaction between your business and potential customers. Product pages are a critical aspect of your online store; they play a key role in attracting customers, building trust, and ultimately converting sales. But what makes a good product page, and what factors should you consider when designing your own?
Let's take a closer look at the key factors you need to consider when designing an effective ecommerce product page, including user experience, visual elements, and product information. By understanding these factors and implementing best practices, you can create product pages that drive sales and help your business to thrive.
A. User Experience
We all know that the customer is king, and their experience on your product page is no exception.
- Navigation - A well-designed product page should be easy to navigate, with clear headings, subheadings, and intuitive links to related products or information.
- Content structure - The information on your product page should be well-structured, which make it easy to find what you're looking for.
- Mobile optimization - In today's world, more and more people are shopping on their mobile devices, so your product pages must be optimized for mobile viewing.
B. Visual Elements
- Product images - High-quality images that accurately represent your product are essential for building trust and credibility with your target audience.
- Video demonstrations - Product demonstrations in the form of videos can be a powerful way to showcase the features and benefits of your product.
- Product descriptions - Descriptions should be clear, concise, and accurately reflect the product you're selling.
C. Product Information
Product specifications - Detailed product specifications can help answer potential customer questions and build trust in your product.
Apple always does a good job with their product detail. You can clearly see the product specifications for each product and if you want more detailed specs, you can still learn more by clicking the Explore link.
- Customer reviews - Including customer reviews on your product page can help build trust and provide valuable insights into what people like (or don't like) about your product.
Amazon's product pages contains customers' reviews which helps other potential buyers make a decision. It's great to note that people who are buying from Amazon actually take their time to write a good and honest review.
- Availability and shipping information - Being transparent about availability and shipping information can help to build trust and prevent customer frustration.
Nike product pages include important information about free delivery and returns. It indicates how many days you can expect before receiving the product you ordered and the amount required to qualify for free delivery.
There you have it! A comprehensive list of the factors you should consider when designing your ecommerce product pages. Get started and make sure your product pages are the talk of the town.
Best Practices for Optimizing Ecommerce Product Pages
Product pages are often the make-or-break aspect of your ecommerce store. To ensure that your product pages are performing at their best, it's crucial to understand and implement best practices for optimizing them.
This section will look closely at five key best practices, including highlighting unique selling points, using social proof, providing multiple payment options, offering upsells and cross-sells, and utilizing call-to-action buttons. By following these best practices and avoiding common mistakes, you can create product pages that drive sales and help your business to succeed.
A. Highlighting Unique Selling Points
You can use graphics, product descriptions, or even customer reviews to emphasize what sets your product apart from the competition. Adding these to your product page will help potential customers understand why your product is worth considering and make their purchasing decision easier. Additionally, you can use different marketing campaigns to highlight your unique selling points further and make them stand out.
B. Using Social Proof
By displaying customer reviews, ratings, and testimonials prominently on your product pages, you can build trust with potential customers and increase the likelihood of a sale. Try to use a variety of formats, such as video testimonials or written reviews, to showcase the positive experiences customers have had with your products. You can also make it easier for customers to leave reviews and ratings by using Strikingly's product review feature.
Etsy shows product reviews and social proof within its product pages. Reviews often include how the item was packed, how long it took to get delivered, and whether the customer is happy with their purchase or not.
C. Providing Multiple Payment Options
In addition to accepting the standard credit and debit card options, you can offer alternative payment options such as PayPal, Apple Pay, or Amazon Pay--all available on Strikingly's Simple Store. Providing various payment options can make it easier for customers to complete their purchases and reduce the risk of abandoned carts.
Scribe PH shows payment options right smack on their product pages. You don't have to go through the entire checkout process to know that your preferred payment method is supported or not supported.
D. Offering Upsells and Cross-sells
Upselling is when you suggest a more expensive or higher-end product to customers, while cross-selling is when you recommend complementary products to enhance their experience. You can add this on the product page itself or during the checkout process. For example, if a customer is buying a new laptop, you can offer an extended warranty, a laptop carrying case, or an external hard drive as an upsell or cross-sell opportunity.
E. Utilizing Call-to-Action Buttons
Call-to-action (CTA) buttons should be clear and easy to find on your product pages to encourage visitors to take the next step and make a purchase. Use action-oriented language such as "Buy Now," "Add to Cart," or "Get it Now," and place the CTA buttons in a prominent location such as near the top of the page or above the fold. You can also try using different colors or designs to make your CTA buttons stand out.
Check out this great product page that shows a clear call to action above the fold:
As soon as you land on the page, you'll see the product page. The description is clear. The image is great too. The call to action is in a bold black color that clearly stands out and commands attention.
Common Mistakes to Avoid on Ecommerce Product Pages
In the world of ecommerce, the design and content of your product pages play a crucial role in the success of your online store. However, creating these pages is not always straightforward, and there are many common mistakes that ecommerce business owners make.
Here, we'll take a closer look at these mistakes and provide tips for avoiding them, so you can create product pages that drive sales and build your brand.
A. Overloading the page with information
Overloading the product page with too much information can make it difficult for visitors to find what they're looking for and increase the likelihood of them leaving the page. TMI (too much information) can lead to a poor user experience and reduce the chance of a sale.
To avoid this, keep the information on the product page concise and easy to understand. Use headings, subheadings, and bullet points to break up the content and make it easier to digest. You can also use product filters and categories to help visitors quickly find what they're looking for.
Here's an example of a great product page from Inspire Organics:
You can see a lot of text on the product page. However, does it seem all cramped to you? I think not. Inspire organics did great providing all the information that their audience might need and organized it properly using subheadings.
B. Lack of clear product information
A lack of clear and accurate product information can make it difficult for visitors to make informed purchasing decisions. This can lead to increased confusion, frustration, and decreased sales.
To avoid this, ensure that the product page includes all of the information a customer needs, such as product specifications, features, and dimensions. Additionally, consider using high-quality product images and videos to help illustrate the information and make it easier to understand.
Take this for example:
The Project Nomad's product page is great because it features dimensions for each size. It also lists down the materials used to create the bag which is particularly important for those people who are keen on details. The phrase "Fits a 13" Laptop (Both Sizes)" is meant to give their audience a better idea of its capacity.
C. Poor product photography
Poor quality product photography can make your products look unappealing, and users will not be likely to buy. No sales can impact your conversion rates, as potential customers may view your products as low-quality and not worth their investment. Also, poor product photography can make it difficult for customers to accurately assess your products' size, color, and features, which can lead to increased return rates and decreased customer satisfaction. To ensure that your product pages are optimized for success, it's crucial to invest in high-quality product photography that accurately represents your products and appeals to your target audience.
It's pretty obvious. To avoid this, use high-quality images showcasing the product from different angles and lighting conditions. You can also use 360-degree product views, close-up shots, and video demonstrations to give customers a better understanding of the product. Consider using product descriptions and specifications to complement the images and provide additional information.
Here's an example of a great product photography:
As you can see from Dr. Chai Tea's product page, the image is clear, and vivid, and there's a story within the image composition. The additional elements included in the product show the tea's main ingredients. The background is subtle, and it doesn't overpower the foreground image. Overall, it's a great image.
D. Slow page loading times
Slow page loading times can be frustrating for visitors and lead to increased bounce rates and decreased sales. To avoid this, ensure your product pages are optimized for speed, focusing on reducing image file sizes and leveraging caching techniques. You can also use tools such as Google PageSpeed Insights to identify areas for improvement and optimize your product pages accordingly.
E. No call-to-action buttons
Without clear call-to-action buttons, it can be difficult for visitors to know the next step, resulting in confusion and frustration, causing visitors to abandon their purchase or leave your website altogether.
The lack of clear call-to-action buttons can also prevent visitors from discovering additional products or services that may interest them. To avoid these issues, you must include clear and prominent call-to-action buttons throughout your product pages, encouraging visitors to take the next step and purchase or explore your website further.
To avoid this, ensure your product pages include clear and prominent call-to-action buttons, such as "Add to Cart" or "Buy Now." Place these buttons in a prominent location and use action-oriented language to encourage visitors to take the next step and make a purchase. Consider using different colors and designs to make your call-to-action buttons stand out and encourage clicks.
Let's Do a Quick Recap
From first impressions to building trust and converting customers, the design and content of your ecommerce product pages play a crucial role in the success of your online store. By considering factors such as user experience, visual elements, product information, and best practices, you can create product pages that not only showcase your products in the best possible light but also encourage customers to make a purchase.
Whether you're a seasoned ecommerce pro or just starting, the tips and best practices outlined in this blog should provide a solid foundation for creating effective ecommerce product pages. Of course, the specific needs of your business and target audience will play a role, so be sure to tailor your approach accordingly.
With that being said, by avoiding common mistakes such as overloading the page with information, neglecting product photography, and neglecting clear calls-to-action, you'll be well on your way to creating product pages that drive sales and build your brand.
It's time to take action and implement these tips on your own ecommerce product pages. With a little effort and creativity, you can create product pages that engage your customers, build trust, and drive sales.
What are you waiting for? Get started today and take your online store to the next level!