Simple Guide To A Great Ecommerce Product Page

Product pages are really important to your store's performance - GREAT product pages can make a huge difference.

Visitors who click through to your product page are by definition, expressing at least a teensy level of interest in buying that product. The information you provide at the resulting page - and how you provide it - can play a crucial role in deciding whether or not they actually become a customer.

Well-executed product pages can also help make your products visible through search engines, generating a valuable source of extra traffic.

In this blog, we'll talk about what makes a GREAT product page.

Use Quality Product Photography

One of the major 'drawbacks' of online shopping is that customers can't physically see, touch and feel the product before they buy it. This gap can be bridged significantly with a range of high-resolution, dynamic product photography.

Not only do high quality images show products in their best light - which, naturally, helps sell them more persuasively - they also help manage a customer's expectations, which can reduce returns and complaints.

Where possible, aim to include a broad range of product images - from various angles. This helps build understanding and trust!

Consider Product Videos

Similarly, video is a phenomenal way to provide viewers with a quick, bite-sized overview of your products.

It allows you to communicate the main selling points in just 1-2 minutes in a dynamic, fun and engaging way - and the rest of the content on your page is there for customers who want to know more.

The numbers speak for themselves - visitors who view product videos are 85% more likely to buy than visitors who do not, (Internet Retailer, April 2010)

Share User Ratings and Reviews

However compelling your content may be, you can forgive your more 'cynical' visitors for taking it with a pinch of salt. After all, your aim is to convince them to buy stuff!

In these situations, a neutral opinion can be a really powerful deciding factor - in fact, 61% of customers read online reviews before making a purchase decision. That's why customer reviews and ratings are an essential component of a great product page. Remember to include the good AND bad or you can undermine trust when you're supposed to be building it!

Create Awesome Product Descriptions

Product descriptions are a great chance to sell product benefits and features in your own unique brand voice. Of course, they're also really important in how optimised your pages are for search engines...but your first consideration should always be how it reads for a human. Make sure your descriptions always sell the main features of the product – but also steer away from writing too much. You don't want the page becoming cluttered and difficult to read!

Display Shipping/Returns Information

In Ecommerce, as in any other industry - perhaps more so - it's really important to be transparent and clear. However compelling and creative your product pages are, it can all be for nought if you don't clearly display important info like shipping and returns policies.

Hidden shipping fees are a major cause of abandoned carts, so it's good to be transparent about this from the get-go. It's also important for the sake of customer trust to show that, should they be unhappy with their purchase, a clear process is in place to get them a refund or exchange.

Be Clear on Stock Availability

This is important on a couple of levels. Firstly, there's surely no more annoying experience in the whole world than attempting to 'buy' a product which is no longer in stock! Secondly, scarcity compels action. A page which tells you, for example, there are '3 items remaining,' creates an urgency which can be really helpful in pushing transactions over the finish line, as customers know they must buy now or risk missing out.

Build Your Page Around a Clear, Highly Visible Call-To-Action

It goes without saying that the most important words on any Ecommerce page are 'Click to Buy' (or some variation thereof!)

Every single bit of content on your product pages is aimed towards getting your visitor to click that little button - so don't make it difficult for them!

It's crucial that this button jumps off the page and is absolutely unmissable. One really cool way to do this is to literally use a contrasting colour for the button so that it's clearly differentiated from other buttons and links on the page.

Offer More Choice on One Page

Your customer often faces a wide range of choices as they progress through the checkout process. The most common choices are things like colour and size, but, depending on what you're selling, there could be any number of decisions for them to make.

Your goal as a merchant is to make this process as simple and uncomplicated as possible, and the more stuff you can iron out on the one page, the better.

Check out this awesome example courtesy of our friends at Steelcase. On just one page, customers are able to decide on product type, fabric color, frame color, arms, lumbar support, base, and casters. Prices and images refresh in real time, and the only thing left to do is hit the magic 'Add to Cart' button. Great work, guys!

Show-off Related Products

Hopefully, the information you provide on your product page is enough to convince the visitor that they need to buy it. But, equally, they may decide that, with all the information in front of them, this isn't quite the right product for them.

Regardless of which way they go, it's a good idea to include 'Related Products' on your product pages. These can help boost customer spend, as well as keeping customers on your site who might otherwise have left.

Avoid Clutter

The beauty of the very best Ecommerce product pages is simple, yet genius at the same time. Not only do they include all the stuff we've discussed in this article – they present it beautifully, with loads of 'white space' and a definitive lack of clutter. Sure, the best product pages contain many common features, but the number one thing they have in common is that they're always built with user experience and ease-of-use at the heart of every decision.

Summary

Product pages are crucially important and can play a massive role in driving your store to success – sure, it may take an extra investment of time and resource to get this right, but by giving your customers a highly nuanced view of the product, you can help build trust, drive conversions, reduce returns and, ultimately, make more money. Good luck!

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Comments
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David Adams
August 20, 2014 7:11 AM
Clutter is a no-no, hands down. I can't stand seeing clutter on a site when I'm trying to make a purchase. I've never tried product videos myself, but I will consider giving them a shot soon. I could use some new ideas to spark some more interest in my site and if videos for products help, I'll give it a shot. Also I might go crazy with it and just have some fun.

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