Enjoy this week’s guest post by Liakat Hossain, a content marketing professional at WebAlive, on the must have elements for an e-commerce product page!
Online shopping is gaining popularity worldwide. However, some e-commerce websites have more sales than others. How are they doing it, you ask? For starters, they have well-optimized product pages that provide useful information and instill a sense of professionalism. Customers often make purchase decisions based on the quality and relevance of information made available to them.
So you see, the importance of having a well optimized product page is unparalleled. Popular e-commerce websites have different takes on this matter. Regardless, some elements just cannot be left out. This article will walk you through the seven most essential elements of a complete e-commerce product page.
- Images
Product pages without high-quality images are like blank exhibitions. Without proper images, customers either will jump to other sites or will abandon the purchase altogether, none of which is ideal. Having a flat photo will not be sufficient. Functional photography should be used to capture multiple angles of the product in a neutral setting (Bigcommerce, 2020). Anything that can deflect attention from the product itself should be taken out of the photo. A white backdrop is ideal in this scenario, as it keeps the product in focus.
For greater clarity, you can include images of the products in use. However, these will not be primary references, as customers will encounter the clean pictures first. It is also wise to not get carried away in post-processing. Manipulating the colors to an extent where the image differs significantly with its original characteristics can create confusion and consequently increase customer churn rate.
- Product description
Product descriptions communicate value propositions to the customers. Photos disseminate an idea, whereas product descriptions give form to that idea. Writing a bunch of paragraphs without a clear focus will produce an impractical product description. You will have to consider the customers you are writing for and the purpose of the product before embarking on this endeavor. Customers might lose interest if they are too long and can find it inadequate if they are too short. Ideally, information regarding dimensions, compatibility, usage etc. should be included in a digestible format.
- Product reviews
Consumers trust their peers for zeroing in on purchases, especially when they are not able to assess the products themselves. Online shopping is highly influenced by brand reputation and customer experiences. E-commerce websites must facilitate these dimensions. Hence, a product review and rating section is essential. The reviews serve as a conduit to greater insight regarding the associated product. They provide different perspectives and shed light upon functionality and feel of the product.
- Product name
Imagine searching for a product and being confronted with an over the top name like “Snapple Pro 12, Prussian blue, available in three sizes, waterproof, dust resistant, made in Italy”. You will be confused and might even lose interest, as you have to spend more time in identifying what the product actually is. A clear product name is just as important as its description for locking in sales. Names like “Boombox 7 Bluetooth speaker” communicate the primary purpose and the identifier for the product, which has greater chances of securing deals than the previous example.
- Price
Once the visitors have seen the name and got the idea from the provided photo, the next thing they will be eager to see is the price (Premium, 2020). A high price tag can be a deal-breaker, whereas a promotional discount can secure the sale. The price should be placed where they can easily be seen. In the case of promotional discounts, we recommend bright colors, as they will highlight the savings made on purchase.
- Call to action (CTA) buttons
CTA buttons play one of the most vital roles in customer conversion. Through these, customers can address their purchasing decisions. Hence, the buttons should be front and center of the product page with clear labels and descriptions of what they do. Commonly used CTA buttons are “add to cart,” “add to wish list” and “buy now.” Relevant purchase details regarding estimated shipping duration, warranty, applicable taxes, returns and refund statement should be available near these buttons.
- Variations
Not all products offer variations, but for the ones that do, the information should be readily available. A simple drop-down menu can be used in this regard. Even if certain variations are not available, they can be greyed out to emphasize their unavailability. If some variations are running low in stock, you can place an exaggerated exclamation mark beside the corresponding product to create a sense of urgency.
Now that you have a better understanding of the essential elements, here are some tips that could amplify the effectiveness of your product page.
Enumerate the achievements of your products.
Some might find it boastful, but when your product is backed up with approvals and awards, they receive credibility. Sharing record of accomplishment and research data in favor of the product can increase its appeal.
Use icons to communicate USP (unique selling propositions)
Suppose you are selling a product that is eco-friendly, durable and lightweight. Use small icons to represent these traits, as they are easier to remember (Bigcommerce, 2020).
Get technical when necessary
Customer trust is often a function of technical clarity. If they have adequate information regarding the technical specifications, you might be one step closer to locking a sale. For example, if you are selling micro SD cards, you can include information like read speed, write speed, form factor and capacity. However, such information might be ill-suited for products like cell phone cases, stationeries, water bottles etc.
Story telling
Taking customers through a journey of experiences is more effective than providing a straight up sales pitch. Try to incorporate story telling into your product description for securing that personal connection. Knowing your customers is the key to setting up effective product pages. If you can give your customers what they want, no matter how unconventional your e-commerce product page might seem, you will be able to secure sales.
Liakat Hossain is a content marketing professional at WebAlive, a web design and development agency in Melbourne. He has been helping businesses grow by developing content marketing strategies since 2011. When not busy, he likes to research on current web design trends and online marketing strategies.
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