If there’s one page that’s accountable for the greatest effect on a company, it’s the merchandise page for e-commerce shops.
Being an e-commerce store, you’re only as effective as the product pages. These pages can really do or die a purchase, and could be the main difference involving the store thriving on the internet and tanking.
With this said… why is a good product page?
Listed here are eight guidelines to make use of in your product pages to make sure they’re obtaining the task finished.
Your Products Page Should…
Showcase your product or service rich in-quality images/videos
When customers buy online, it normally won’t possess the luxury of having the ability to the touch and hold your product or service — meaning high-quality product images are mandatory in your product page.
But it isn’t just the caliber of the image… the image size can impact profits.
While exact specifications for the images is determined by what your product or service are and the way your website is designed, here are a few general product photo guidelines you are able to follow to make certain your images complete the job:
- Make certain resolution reaches least 72 dots per inch for optimal clearness
- Feature multiple angles of the products (i.e. back, front, sides, etc.)
- Include image zoom to focus on information on your products
- Keep your image lighting, saturation and background consistent across product shots
Apart from high-quality images, video may also be an amazing tool inside your product page toolbox. Inside a study by Stacksandstacks.com, visitors who viewed video on the product page were 144% more prone to give a product for their cart.
With this stated, video isn’t essential-have for each online business. For instance, if you are selling men’s ties, a relevant video isn’t essential to observe how the tie looks on the model. Rather, you’d wish to depend on the nice zoom feature to focus on the facts of the ties.
Who rid of it: Adidas
Have unique, interesting product descriptions
While product images are very important for your product page design, product descriptions are essential. A properly-written, informative description of product can produce a purchase.
While it’s tempting to chop and paste your products descriptions across similar products, this creates a terrible consumer experience (as well as possibilities for organic traffic). Product descriptions are an opportunity to provide information to visitors regarding your value proposition. Why is the product different? What problem are you currently solving together with your product?
Your products descriptions should hit around the unique value proposition of every product inside a obvious and concise way. The copy ought to be informative but to the stage, explaining the precise product features and benefits without counting on industry jargon to speak your message.
Who rid of it: REI
Tell visitors how to proceed next
Tthere shouldn’t be doubt what your clients must do in your product page. What this means is the page requires a obvious road to purchase, beginning having a prominent proactive approach.
Your CTA doesn’t have to anything fancy — an easy “add to cart” button can suffice. It ought to, however, be simple to find and employ.
Provide your CTA on the prominent location in your product page, and employ contrast to really make it obvious against other elements of design in your page, like the background imagery.
Finally, make certain it’s working prior to going live! You may also give a confirmation, for example “[product] continues to be put into your cart!”, to allow customers know they’ve effectively completed the experience they would like to take.
Who rid of it: Grovemade
Say you’re searching for any new vehicle. You discover two which have each of the features you’re searching for, but there’s one primary difference. You have a lot of reviews — some positive, some negative — and yet another doesn’t have reviews.
Can you buy the one which doesn’t have feedback from customers? Most likely not.
Testimonials are crucial for creating trust with potential customers — especially online. Inside a survey conducted by eMarketer, 80.7% of respondents mentioned product critiques were either essential or somewhat vital that you their decision of if you should buy the product.
This best practice goes for both — you don’t only wish to feature reviews in your product page, but it’s also wise to offer a good way for the people to leave reviews for the products.
Who rid of it: The House Depot
Include trust badges
Shopping online could be nerve-wracking particularly if you’re unfamiliar with a brandname. Online fraud is really a major problem, meaning being an e-commerce business, the onus is for you to determine trust and credibility together with your customers.
Displaying trust badges (a seal the verifies a website is legitimate) is a straightforward method to boost confidence together with your visitors that you’re a genuine business and therefore are taking precautionary measures to have their information safe. Trust badge companies collect data in regards to a business, verifying its identity and authenticity and granting it a badge to verify its trustworthiness.
There are many badge types that will help convey you’re a reliable business, from security shields to buyer protection shields. To understand more about which trust badges could be suitable for your company and the way to acquire one, see here.
Who rid of it: Bourbon & Boots
Be transparent about shipping and returns
Maybe you have found the right product online, only to discover around the last step of checkout you need to pay a leg along with a leg for shipping? If you are like the majority of internet buyers, you most likely abandoned ship.
Actually, unpredicted shipping costs was the key reason for site abandonment based on this 2016 study by VWO.
Shoppers want complete transparency in their entire shopping online experience — meaning no hidden shipping costs!
If you are charging customers for shipping, make sure to display your policy clearly in your product page so that your customers know before they can add their product for their cart that they’ll have to take into account shipping charges when purchasing.
This insurance policy pertains to returns, too. If your customer isn’t 100% offered in your product, they’re likely to need to know just how lengthy they need to give it a try before it must be back with you. Could it be fourteen days? An entire month? Are returns free? Spell it in your product pages so visitors don’t need to go looking for the data.
Who rid of it: Nike
Prioritize page speed
Page load time is a big element in site abandonment. You’ll have a terrifically-designed product page with beautiful images, great product descriptions, and killer reviews… however, if the page takes forever to load, it will not matter a little.
Consumers have become to anticipate almost immediate page strain on websites. Based on Kissmetrics, 79% of internet shoppers who have a problem with a site’s performance won’t go back to shop there again, and 1 / 2 of internet users expect pages to load in 2 seconds or fewer.
Your page speed can have a number of things, like a complex web site design, your server response time, large images and files, large pages, etc.
To check on your page speed and identify possibilities for optimization, use Google’s PageSpeed Insights tool.
Be enhanced for mobile/tablet
By 2020, mobile e-commerce is forecasted to create up 45% of america e-commerce market. Shoppers are spending increasingly more time on their own cellular devices, so your website must be enhanced for mobile encounters.
An excellent mobile e-commerce page features product images that are simple to see and explore, quick page load, along with a seamless mobile checkout experience.
Who rid of it: ETQ
Since you have the very best practices lower for the product page, it’s time for you to dive a little much deeper. A stick out product page can produce a massive difference inside your site’s rate of conversion if done properly. Listed here are a couple of tips and methods to make certain you’re getting the most from your products pages.
Make use of the scarcity principle
Creating a feeling of emergency could be a terrific way to improve conversions in your site. Using the scarcity principle in your product pages, you develop a feeling of emergency for the website visitors and eliminate time they might spend mulling of if you should purchase. If something is selling out rapidly, customers might be more prone to visit it before time expires.
Bear in mind that the product page needs to follow general guidelines to operate. Departing a note like “only 3 left!” on the product page that’s poorly designed, slow to load, and doesn’t feature great product images isn’t likely to strengthen your conversions.
Amazon . com uses scarcity principle frequently, particularly when they’re offering deals on select products.
Leverage your FAQ to assist remove doubt
Because of so many options online, it’s your decision to supply all the information your clients need to comprehend the need for your product or service and just what enables you to much better than your competitors.
Among the simplest ways to get this done on the product page would be to leverage information out of your FAQ page to reply to common questions regarding your product or service and take away any remaining doubt when you are transparent and detailed together with your product information (without completely overwhelming your products page with sentences of knowledge).
Should there be common questions across all products, you are able to pull information out of your FAQ page and have it underneath the fold in your product page. You may also link straight to your FAQ page out of your product page to provide obvious direction on where users might opt for solutions to common questions.
Under Armour requires a unique method of this by providing a “Questions” area at the end of the product pages that highlight product-specific questions and solutions, as well as allow shoppers to submit questions.
Show cost comparisons
If you are offering discounts, sales, or lower-than-list prices, display it in public on your products page. Besides this show internet buyers your value proposition — additionally, it causes it to be so that your visitors do not have to depart your website to check prices.
Wayfair is a superb illustration of an e-commerce site who this well. Furthermore they reveal a reduced price… they reveal customers just how much they’re saving using the reduced add up to fully show the worth save.
Personalize Product Recommendations
Mix-selling products with related product recommendations could be a terrific way to increase overall cart value, but using personalized product recommendations could be a game-changer.
Personalized product recommendations use actual user behavior to recommend items that are often viewed, visited, and purchased together. You’ve probably seen this on Amazon . com, that has been awing customers for a long time using their highly personalized product recommendations.
Rather of recommending standard products overall (which may be unrelated as to the your customer is actually trying to find), personalized product recommendations help make your shop seem like it’s produced only for the consumer, since it shows products they’re apt to be thinking about.
Your products pages are perhaps probably the most pages in your e-commerce website. From your images for your descriptions can produce a serious effect on a shopper’s decision to buy or abandon ship.
To create superior product pages, focus first around the fundamentals. Make certain you’ve high-quality images which include multiple angels of the products along with a zoomed-in character at them also. Also spend time crafting thoughtful descriptions. Keep in mind that users do not have the chance to physically touch and feel your product or service or discover their whereabouts at scale, so depend in your descriptions to supply a full picture of the products.
Lastly, keep in mind that transparency is essential. Shoppers need to know everything upfront — shipping, returns, prices, discounts, etc. Make certain to provide them all the information inside a digestible and simply discoverable format.