This post was updated on 19/12/2016. Give it a fresh read for more information and insights on essential elements of an eCommerce product page.
Product pages are the doorways that lead to revenue and conversions for eCommerce. A good eCommerce product page plays a pivotal role in taking a customer from just browsing to actually adding products to cart. Most eCommerce businesses, therefore, invest a significant portion of their time and money in making their product pages more attractive and persuasive.
But then, how do you do this?
Essentially, it comes down to creating a great User Experience on eCommerce product pages. An effective User Experience (UX) requires relevant and useful information designed in a manner which takes the customer seamlessly through the buying process on your website. You can optimize your product pages by reducing distracting elements, optimizing product placement, etc. Running an onsite analysis on user behavior for your product pages will reveal a good amount of information on what you need to optimize.
In this blog post, we are going to talk about 15 eCommerce product page elements that add to the UX for improving conversion rates on your website. You will be familiar with most, if not all, of these.
My intention here is to create a short checklist for every element that you can use to optimize that element. There’s also a surprise for you at the end of this post, so hold on!
1) Product Names: Make them Descriptive for your eCommerce Product Pages
- Descriptive product names give more clarity to the customer as well as boost search engine optimization for your eCommerce website. For example, ’24 Carat Gold Ring’ is much more descriptive and SEO-friendly than ‘Gold Ring’
- The name should be unique. This sounds like common sense but you’ll be surprised by how often eCommerce websites give similar names to their products, which makes finding them through search really difficult. Needless to say, this also negatively affects the SEO for the products.
2) Call to Action (CTA) Button: Be Wise with the Colors, Placement, Size and Copy
CTAs are one of the most important element on any product page. The CTA affects the decision-making of the customer through its size, color and text. Thus, marketers should pay significant attention to optimizing all these aspects.
- Different colors denote different things across different cultures. When deciding on color, keep in mind two things. Firstly, whether that color triggers the emotion in your target audience that you are hoping for. And secondly, how does it contrast with the color scheme of the rest of the page. Ideally, you want the CTA to stand out so that it grabs customer attention.
- When deciding on the text, keep in mind that certain words mean different things in different countries. For example, see how Amazon changes the CTA text on its US and UK websites to adhere to the local flavor.
3) Product Price: The Least Controllable Element on your eCommerce Product Page
- Understandably, this is the least controllable of the page elements. As a marketer, your main focus should be the appearance of the price tag.
- The price should be placed close to the Buy button. In fact, the product name, price and CTA should form a kind of visual hierarchy so that the act of buying flows seamlessly in the mind of the customer.
4) Product Image: Make them Impact
- Photos have a huge impact on the usability and overall UX of the website as well as increasing conversions and sales. For product page images, you should be mindful of download times. You need to keep in mind that not everyone has a super-fast
- Internet connection and that high load time can negatively affect the bottom line.
- Use multiple images clicked from different angles to give the overall look of the product.
- Leverage visual commerce. Connect closely with your customers by asking them to share their images on your website. This would help both as a social proof as well as will influence and inspire others to buy. For example, you could use the picture of a customer wearing the dress that is displayed on the product page both in a campaign on your website as well as on your social media page.
5) Product Description: Optimize them for Search
- Keep product descriptions short and make sure to include important keywords so that the page ranks well in search engine rankings
6) Size Selector: Make it User-friendly
Size is one of the major deciding factors for anyone who comes on your website to make a purchase.
- For people across the globe, the definition of small, large, extra large varies. Give them a size selector along with a size guide that will tell them the measurements in inches and centimeters.
- The placement of the size selector also matters. The best placement is right below the product and description. Use a pop-up size selector that appears while a user is hovering over a product image.
7) Product Reviews & Testimonials: Show them to Win Trust
- According to YOTPO’s report titled ‘The State of eCommerce: Yotpo Benchmark Report’, conversion rates of reviews shared by consumers on social are as follows: 5.3 times higher for LinkedIn, 40% higher for Facebook, and 8.4 times higher for Twitter.
- The problem with having reviews on your product pages is that sometimes negative reviews written by consumers can hit conversions adversely. eCommerce businesses can combat and tackle such negative feedback with the help of a smart strategy that researches into the matter and solves the problem for the customer.
- Ask people to rate reviews. This ensures that the most helpful reviews rise to the top.
8) ‘Add to Wish List’: Give People the Option to Buy Later
- This option is particularly helpful in case of indecisive customers who are evaluating your product. Also, while browsing, some customers may stumble upon a product which they like but are not yet ready to buy. This option gives them the flexibility to ‘bookmark’ the product to which they can return later.
9) Cost Savings: Show How Much your Consumers are Saving on their Purchases
- Many times, if a product has been discounted, the product page shows the original price along with the discounted price. This is a smart trick used by marketers to cash in on the loss aversion tendency of people.
- Show both the percentage saving as well as the actual saving made on the product. Different customers are induced by different messages.
10) Cross-selling & Up-selling Options: Help Users Explore and Purchase Related Products
- As a business owner, you want the user to purchase add-ons, related products and accessories of the products they buy. One way to achieve this is to provide good options for up-selling and cross-selling on the product pages.
- Good suggestions for similar and related products not only improve the browsing experience but also aid in product exploration.
11) Social Media Integration: Make People Share Right from the Product Page
The advent of social commerce has changed the game for eCommerce businesses. People get influenced by social sites, read and share their reviews on platforms like Facebook and Twitter, and also form communities to discuss their experiences with products and services.
- Adding social media buttons provides the friends/followers with social proof, which may result in increased purchases of the same item.
- It helps to spread brand awareness.
- It may also increase traffic on your website which will help in increase in overall sales, quite apart from the particular product which has been shared.
- Keep in mind, however, that if the number of likes and share are too few in number, it may result in negative social proof.
12) Delivery & Returns Information: Provide Relevant Information on the Product Page
- Nothing is more irritating to a customer than selecting a product, making a purchase and reaching the checkout section only to discover the addition of unexpectedly high delivery charges and hidden taxes.
- Posting the total cost on the product page eliminates the surprise of a high shipping cost and also lets the customer factor in the total cost before adding the product to the cart.
13) Live Chat Widget: Answer Customer Queries Promptly
- Boldchat’s live chat performance benchmark 2015 shares some interesting statistics and findings. For example, the numbers on live chat and conversions show that “chatters are 2.8x more likely to convert than visitors who don’t chat.” Moreover, “chatters buy, on average, 12% of the time. For desktop chatters that number is 14% and 7% for mobile chatters.”
- Often times people have questions that may not have been answered in the product description or in the customer reviews. If you force them to guess, or leave them wondering, they are going to leave and find the answer to their question elsewhere.
14) Product Videos: An Engaging Way of Conveying your Message
- Hubspot shares an infographic with statistics from different sources, to show how visuals work much better than text when it comes to conveying a message. Many eCommerce sites are using videos in different ways to improve customer understanding of their products as well as make their content more engaging and intimate. SixPackAbsExercises.com, a VWO customer, A/B tested videos on the sales page which resulted in increased conversions by 46%.
- Videos also help the customers to gain a more intimate understanding of product look as well as functionality.
- If you decide to have videos on your website, you may also look at having transcripts for the videos. These not only ensure that viewers with hearing disability can access your video content, it also improves the SEO for that video.
15) Breadcrumb Navigation: Guide Users from One Page to Another
- Use breadcrumb navigation to let users know where they are.
- Breadcrumb navigation helps the user to understand the product hierarchy as well as navigate to other areas of interest. They are also known to reduce bounce rates.
That’s it! One last piece of advice: keep testing. One thing that we at VWO have learned over the years is never to trust experts. The best way to improve product page performance is to keep testing out new ideas and concepts with A/B testing and keep optimizing your product pages.
Now it’s time for the surprise we told you about. We’ve designed a beautiful eCommerce product page template for you which employs many of the elements we just talked about. Scroll down to see it.