- \n
- The Headline<\/li>\n\n\n\n
- The Product Image<\/li>\n\n\n\n
- The Product Specifications<\/li>\n\n\n\n
- Pricing<\/li>\n\n\n\n
- The Call to Action buttons<\/a><\/li>\n\n\n\n
- The Payment methods<\/li>\n<\/ul>\n\n\n\n
Download Free: Customer Engagement Guide<\/em><\/span><\/a><\/h2>\n\n\n\n
Shouldn\u2019t that be enough to make a sale? The user lands on your product page, a self explanatory title to the product he wants finds him, he reads the specifications (color, size, material, make, model, related features), after a glance he starts to look around for the payment methods. He likes it, presses the CTA button and bam! Sold! Works like the good old brick and mortar stores, or not?<\/p>\n\n\n\n
The better question is; Is there something like complete shopping experience?<\/p>\n\n\n\n
The answer is ‘Yes’. There are 101 elements to put together on a product page to complete that experience. If you are one of the lazy lot like most, there’s a quick checklist to save at the bottom of this page.<\/p>\n\n\n\n
To know how these elements work, stay with us..<\/p>\n\n\n\n
Put yourself in the customer\u2019s shoes..<\/p>\n\n\n\n
- \n
- You get into a retail store to buy pasta, you are greeted by the nice security guy<\/strong><\/span> at the door. The store manager<\/strong><\/span> smiles at you. You are pointed to the right shelf.<\/li>\n\n\n\n
- You scan through the variety<\/strong><\/span> of pasta (Spaghetti, Fusilli, Penne and Farfalle in tempting packaging<\/strong><\/span>). One has a free dip<\/strong><\/span> to go with it, you take it.<\/li>\n\n\n\n
- On the next shelf you find some dried rosemary, \u201cWhy not make it an exotic recipe?<\/em>\u201d you add it to your cart.<\/li>\n\n\n\n
- Now, you are looking for your preferred brand of ketchup, the staff member<\/strong><\/span> arranging goods on the shelves tells you they are out of stock.<\/li>\n\n\n\n
- A lady, another customer<\/strong><\/span>, exchanges greetings, casually mentions she loves the Tabasco and the Sriracha from a particular label. You take a bottle each.<\/li>\n\n\n\n
- The sign boards<\/strong><\/span> take you to the cash counter.<\/li>\n\n\n\n
- The lady at the cash counter<\/strong><\/span> wears a reassuring smile. She suggests you buy the fresh herb instead of the dried rosemary and offers to get it quick for you, you oblige.<\/li>\n\n\n\n
- A little guilt for overspending creeps in, you cancel one of the exotic sauces \u201cI don\u2019t need Sriracha!<\/em>\u201d. The friendly lady at the the counter smiles and excludes it.<\/li>\n<\/ul>\n\n\n\n
In analogy, your product page is the retail store. The friendly security guy, the store manager, the staff member, the options, the distractions, the freebies, the branding, the other customer, the sign boards, discount coupons, the reassuring lady at the cash counter who cares about your recipe enough to add fresh herbs to it are all eCommerce product page elements.<\/p>\n\n\n\n
Why would you press that button or make a purchase without the complete experience online?<\/p>\n\n\n
Persuasion: The Reason Your User Will Press the Button<\/strong><\/h2>\n\n\n
Subtle and not so subtle psychological factors are at play when persuading people to buy. Cialdini\u2019s six principles of influence govern the product page elements on eCommerce as well. Here is a classification of the functional product page elements listed down for your convenience.<\/p>\n\n\n
Reciprocity (It\u2019s a Give and Take)<\/h3>\n\n\n
In simple terms tell your consumers you care and they’ll care to buy from you.<\/p>\n\n\n\n
\u2018Hey, we want to save you some money, here\u2019s the coupon for this product in your cart.\u2019<\/p>\n\n\n\n
‘If you want to talk we have a discussion board.’<\/p>\n\n\n\n
Live chats and availability pop ups make your eCommerce site more interactive and human. Who doesn\u2019t like a considerate seller?<\/p>\n\n\n\n
The eager to help staff member at the mart and the lady at the counter know this secret. They are doing their job well by being helpful and responsive.<\/p>\n\n\n\n
- \n
- Add – Ons<\/li>\n\n\n\n
- Shipping Information<\/li>\n\n\n\n
- Show Speed Of Results<\/li>\n\n\n\n
- Industry Feedback<\/li>\n\n\n\n
- Tools For Rating Reviews<\/li>\n\n\n\n
- Notify When This Item Becomes Available<\/li>\n\n\n\n
- Live Chat<\/li>\n\n\n\n
- Flag Item<\/li>\n\n\n\n
- Contact Us Link<\/li>\n\n\n\n
- FAQs<\/li>\n\n\n\n
- Feedback<\/li>\n\n\n\n
- Benefits\/ Freebies<\/li>\n\n\n\n
- Discount<\/li>\n\n\n\n
- Sorting Feature<\/li>\n\n\n\n
- Store Finder<\/li>\n\n\n\n
- Track Orders<\/li>\n\n\n\n
- Email<\/li>\n\n\n\n
- DataSheet, Brochure Or Manual<\/li>\n\n\n\n
- Coupon Code Box<\/li>\n\n\n\n
- Audio<\/li>\n\n\n\n
- Discussion board<\/li>\n\n\n\n
- Availability (In stock or out of stock)<\/li>\n\n\n\n
- Return Policy<\/li>\n\n\n\n
- Privacy Policy<\/li>\n\n\n\n
- Search Feature<\/li>\n<\/ol>\n\n\n\n
Related Post<\/span><\/strong>: How Badly Does Your Online Shop Need Live Chat?<\/a><\/p>\n\n\n
Commitment (We are Creatures of Habit)<\/h3>\n\n\n
We want to belong to a common set of values, actions or belief. The consumer feels a sense of ownership when he sees ‘My Account’, ‘My shopping history’ mentioned on the product page of an eCommerce site. A history or an account is his investment into the website and hence a commitment. This commitment has to be reinforced with warranties and insurances under applicable conditions. Remember, if there is a store you visit often you are more likely to buy from them.<\/span><\/p>\n\n\n\n
- \n
- Usual Payment methods<\/li>\n\n\n\n
- Bookmarks<\/li>\n\n\n\n
- Wishlists<\/li>\n\n\n\n
- User Account Login<\/li>\n\n\n\n
- Shopping (Buying) History<\/li>\n\n\n\n
- Suggestions Based On Your Shopping (Buying) History<\/li>\n\n\n\n
- Opt-in Form Or Subscription Form<\/li>\n\n\n\n
- Guarantee<\/li>\n\n\n\n
- Add this to cart<\/li>\n\n\n\n
- Terms Of Service Agreement<\/li>\n\n\n\n
- Insurance<\/li>\n\n\n\n
- Credited points \/ Regular customer points<\/li>\n\n\n\n
- Links to E-wallets\/ Bitcoins<\/li>\n<\/ol>\n\n\n\n
Download Free: Customer Engagement Guide<\/em><\/span><\/a><\/h2>\n\n\n
Social Proof (Since Everyone I Know is Doing It)<\/h3>\n\n
\n![\"People](\"https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2015\/09\/superman-300x223.jpg\")
<\/figure>\n<\/div>\n\n\n82% of consumers<\/a> trust a company more if they are involved with social media. Belonging comes with acceptance. After commitment the human tendency is to look for validation. Validation on social and eCommerce sites comes with increased trust. If multiple users give rave reviews about an enlisted product people are more likely to consider buying it. Here other elements may include social share buttons which allow people to share and take an opinion on the enlistments they are interested in. That other lady at the sauce shelf shopping for the exotic sauces is the retail store\u2019s social proof without even knowing it.<\/p>\n\n\n\n
The page elements to influence by Social Proof are listed here:<\/p>\n\n\n\n
- \n
- Graphs And Charts<\/li>\n\n\n\n
- Citations and References<\/li>\n\n\n\n
- Testimonials<\/li>\n\n\n\n
- Industry Accreditation<\/li>\n\n\n\n
- Experience<\/li>\n\n\n\n
- Proof Of Working<\/li>\n\n\n\n
- Track Record<\/li>\n\n\n\n
- Proof Of Any Claim Made<\/li>\n\n\n\n
- Photos And Videos Of The Product In Use<\/li>\n\n\n\n
- Product Ratings<\/li>\n\n\n\n
- Product Reviews (and\/or Comments)<\/li>\n\n\n\n
- Item Followers<\/li>\n\n\n\n
- Trustmarks<\/li>\n\n\n\n
- Statistics<\/li>\n\n\n\n
- Seller Rating<\/li>\n\n\n\n
- Follow seller<\/li>\n\n\n\n
- Seller Testimonials<\/li>\n\n\n\n
- \u201cWhat\u2019s Hot Now\u201d or \u201cWhat Is Popular Now\u201d<\/li>\n\n\n\n
- Survey<\/li>\n\n\n\n
- Approval By Other Organizations<\/li>\n\n\n\n
- From the makers\/author<\/li>\n\n\n\n
- Social Sharing buttons<\/li>\n<\/ol>\n\n\n\n
- You scan through the variety<\/strong><\/span> of pasta (Spaghetti, Fusilli, Penne and Farfalle in tempting packaging<\/strong><\/span>). One has a free dip<\/strong><\/span> to go with it, you take it.<\/li>\n\n\n\n
- The Payment methods<\/li>\n<\/ul>\n\n\n\n
![\"eCommerce](\"https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2015\/09\/urgency-13-300x237.png\")
<\/figure>\n<\/div>\n\n\n