Social distancing is good for public health but is bad for small businesses. The foot traffic has dropped...
For an ecommerce website, the product page is where the money’s at. This is the page where visitors look for information such as pricing, delivery costs, return policies, warranty and much more. But providing info alone is not enough – to build your ecommerce product pages it must be usable and must convert as well.
1. Stick To A Consistent Layout
Use consistent templates, and maintain visual continuity between product pages. This way, customers don’t have to reorient themselves often. Organize the content – product name first, then images and information, specs, price, and availability, and so on above the fold.
2. Make The Page Printer-Friendly
Create printer-friendly versions without navigation links and breadcrumbs. Some customers print product info for later review. Ensure the printed page is legible, by testing information placement, font style, size and color.
3. Provide Multiple Contact Options
It’s a good idea to provide email Ids, phone numbers, a physical address and social media handles for contact. You could also provide a Live Chat feature to handle urgent customer questions – this step increases conversions alarmingly.
4. Provide Unique Product Descriptions
Write a unique product summary for each product. This is the part that must convince the buyer. Address buyer’s emotional needs here – such as answering the ‘what’s in it for me’ question. Provide links to additional features, specifications and benefits if possible.
5. Display High-Res Product Images
Use high-resolution product Images to help shoppers get a good idea of your product. Use image enhancements such as multiple angle views, zoom-in feature, product demo videos, larger image views and so on to influence buyer decision.
6. Allow Visitors To Compare Products
Allow buyers to compare two or more products side by side, and evaluate their varying features and benefits. This helps reassure buyers that they’re buying the right item. By doing this, you can reduce product returns.
7. Display Pricing Prominently
Designate the most prominent place for product pricing information. Buyers need to know upfront how much something costs. Provide your pricing in several international currencies, or provide a currency calculator so they can compute the pricing in a jiffy.
8. Link To Customer Reviews
Obtain authentic customer reviews, in the customers’ own writing. Provide a line or two of the top reviews on the product page, with a link to more reviews. If possible, interview satisfied customers and put up the text or videos along with those customers’ names and phone numbers.
9. Provide Clear Calls To Action
You can add one or more CTAs to your product page. Make sure they’re clear, definite, bold, and in bright, contrasting colors. CTAs can be Buy Now, Add To Cart, Save For Later, Add to Wish List, Print, and Compare and so on.
10. Provide Shipping Choices
Buyers should be able to select their preferred shopping method so that customers can customize their shopping experience. Provide two or three different courier options, a general post option and so on. This greatly increases shopping satisfaction.
11. Provide A Search Feature
Customers should be able to search your product database based on pricing, release dates, features, bestsellers, reviews and so on. This feature empowers them, which naturally leads to more conversions. If the search item is not found, suggest similar items.
12. Provide Detailed Product Categories
A drop-down product category list can help your buyer quickly navigate to what they want. If you have a number of categories, index them chronologically, and create subcategories wherever applicable.
13. Implement Breadcrumb Navigation
By implementing breadcrumb navigation, you can ensure that customers don’t frustrate themselves tracing their routes back. Also, from shopping cart, provide navigation back to previously reviewed products, so the customer can choose more from that list.
14. Allow Product Previews
A quick product preview right at the search or product category stage can help cut down browsing time for the customer. Not everyone can spend several minutes or hours going through several products. Include the “Add To Cart” button in the preview pages to help customers checkout right there.
15. Display Product Inventory
When a customer clicks on product review or product name, display your inventory status for that product. Be honest and transparent in this regard – don’t lose customer confidence by displaying less quantity than you have just to motivate a sale.
16. Make The Shopping Cart Appear Prominent
Place a shopping cart icon on the top right hand-side of the product page, with a running count of the items in it. Allow customers to easily update quantities and totals. Test this feature thoroughly and see how much time the shopping cart takes to update.
17. Link To Terms and Policies
Write a detailed Returns Policy and provide a link to it from the Products Page. Make sure there’s a link to the Returns Policy from the Shopping Cart as well. Also link to Privacy and Terms and Conditions statements, so that customers can readily refer to them.
Sheen Goyal is an ecommerce entrepreneur. He loves to share his experience in the area of ecommerce conversion optimization and landing page optimization, having applied both successfully on his business.