Best Practice Product Pages: The Basics
Creating an ecommerce site? Wanting to optimise your current product pages? Look no further and read through our top tips…
The way your product page is designed will directly affect your customer’s final purchase decision. Think of your online store as a physical shopfront; at first glance, the essentials need to be easily accessible to your customers. Once you have identified the crucial information, it’s down to how you present it – both to the customer, and to search engines. The prominence of these details will lead the customer to make their final decision, so making sure that information can be obtained easily is integral.
1. Prominent Imagery
A recent study showed that larger, more prominent images will help increase eCommerce sales by up to 9%. This might sound obvious, but it’s absolutely crucial to consider your image quality when presenting your products online. By incorporating a zoom function with variant images and multiple view angles, you give the customer that piece of mind and in turn, this will further encourage them to make an informed decision to proceed to checkout.
By providing the customer with multiple product views, as well as the ability to zoom in, Roland Mouret has given the customer control over the view of the product.
2. Creative Content
The written content itself is as important as the imagery. The essential information needs to be easily accessible for the customer. When writing your product descriptions, have your key customer in mind and add a personal touch – decide on your target market, and speak to them. Create a compelling story, while incorporating keyword rich content, so you will appeal to your customer as well as relevant search engines.
Think of questions you might be asked by your customer in an everyday situation. What is the length? Does it come in blue? What is it made from? Answer these questions on your product page – provide colour options, and a clear and obvious size guide with international measurements.
Studies have shown that shipping and handling fees are the number one factor in cart abandonment. This might have been at the bottom of your list of considerations, but it’s extremely important when factoring in the customer experience. By providing clear shipping details and costs on the product page, the number of customers dropping off at the checkout page will substantially decrease.
3. Clear Call To Action
The last thing you want is for your potential customer to get lost on the product page because they can’t work out how to proceed to the checkout stage. A recent re-design of the Trunk Clothiers product pages had the ultimate aim of increasing conversions by optimising the visibility of key information, by presenting it in a more logical way.
The important information now sits next to the product image for a more concise delivery of information while simplifying the user journey, by ensuring the Add to Bag function constantly sits above the fold. That visibility is absolutely key.
When re-designing the Trunk Clothier’s website, we created obvious CTA’s to lead the user through the online shopping process with ease.
4. Design & Aesthetic
This brings us to the overall design of your product pages. Simple yet effective features are paramount. Whatever it is you are selling, if it’s presented in a clear and concise manner, you have a higher likelihood of appealing to a wider audience and keeping the customer on the page, travelling through the pages. Keep the aesthetic minimal, without compromising on style. You can have fun with it, as long as you have considered the user experience.
By presenting your product offering in a clear and easy to use manner, you are guaranteed to see higher interaction and in turn, better conversions. We work closely with a number of eCommerce clients to optimise their online offering and provide strategic support to help them see the results they want.