5 Ways to Improve a Product Page of an Ecommerce Website

product page

More often, a successful ecommerce website depends on its product page. A product page highlights the area where visitors and shoppers are encouraged to press the button “Buy/Purchase.” It is that critical page where people decide to enter their credit card number.

You should not only consider the aesthetic aspect of an ecommerce website design but also its functionality and effectiveness in closing the deal in the product page.

Here are a few tips on how to improve a product page of a successful ecommerce website:

1. Create a visible call to action

Your “Buy/Purchase” or “Add to basket” button must not be hidden from sight or too small of a size to see. It is obviously the key to your ecommerce success so you want shoppers to see it immediately. Make sure that it is placed above the fold, big enough and is not hard to click. In fact, Nielsen studies reveal that 6% of sales loss is due to difficulty getting items into the shopping cart.

2. Add descriptive title and a photo

The rule to be found on searches is to optimize website for key terms. People search for products to buy using key phrases and words. So having a descriptive title is a must-have in a product page.

Concerning the photo, the best practice is to give shoppers the option to enlarge the product. When they click on the photo to enlarge, none other than the title and the “Buy” button must accompany it.

3. Show delivery information upfront.

One of the ecommerce catastrophes that shoppers feel frustrated about is when the delivery information is withheld just when they are prepared to checkout. Letting a customer go through the entire process then find out the item is out of stock or takes 3 weeks to ship will not only ruin your chances for sales but also dampen customer relationship.

Simply put, a product sales page should immediately and clearly state whether the product is in stock and when it will be available. Shipping information and availability will help increase shoppers’ willingness to buy, so make sure to remember that.

4. Give access to product information

A product page must give everyone access to the information they want and need. It should not only include reviews, ratings or technical product specifications but also final cost that may or may not include shipping charges and tax. It does not matter how the information is grouped as long it gives shoppers 80% of what they need, however, that is short of compromising the layout or the design of the ecommerce site.

5. Create unique and well written content

Sometimes having a manufacturer’s standard description will hurt an ecommerce chance to be chosen, especially when too many have used the same. In order to be picked, the copy of the product page must be unique and gives shoppers a reason to purchase from you. This will emanate confidence as well as personality not only on the product but also on the whole ecommerce platform.

In conclusion, it is important to find out what shoppers want and you can only do that by listening, asking relevant questions and soliciting feedback. Always remember that a successful ecommerce website considers customer insight and engagement not merely the design or the traffic it gets.

Image Credit: drj1828

Article by Shashank Chaudhary

Shashank has written 1 articles.

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Comments on this entry are closed.

  • Jasmine November 1, 2012, 11:48 pm

    Good tips, Shashank. Indeed, it’s not easy to convince a potential customer to click on the order/buy button. But with your tips above, at least we can make it easier for them to do just that.

  • Swet Nath November 2, 2012, 5:56 am

    All the tips given in this post are correct and also don’t forget about local keywords i.e (city + Product name).

  • Anton Koekemoer November 2, 2012, 7:31 am

    Hi Shashank,

    Great post – As doing SEO on a e-commerce website is slightly different than a normal website. Great tips, thanks for sharing. Especially on the importance of a well-placed and optimized CTA image / button / link.

  • real estate in Philadelphia November 2, 2012, 9:30 am

    above 5 point is very important and right for e-commerce sites.this site is very complicated to generate big and create quality content.this must be needed.thanks

  • Kuldeep November 2, 2012, 12:04 pm

    Well to be honest i’ve never used E-commerce website, but i have some experience regarding it. Thanks for sharing amazing tips.

  • ZK November 3, 2012, 9:09 am

    The trust factor online is very critical….online payment logos like secured SSL certification, Entrust, Better Business Bureau are essential on all pages if you are running an ecommerce site

  • Alicia November 3, 2012, 10:30 pm

    I like your tips. I think these methods are essential to encourage visitors to click and convert them to become your customers! Will make sure I use these methods for my next e-commerce website.

  • Rajkumar Jonnala November 4, 2012, 1:15 pm

    Well the main thing which we need to consider while creating an e-commerce website is ssl and payments.

  • Quality Seo Services November 4, 2012, 7:16 pm

    eCommerce websites have their own unique character that is designed to lead the visitor to one simple task – make an online purchase. A web designer needs to consider a variety of online selling principles while designing an eCommerce website.

  • arizona security companies November 6, 2012, 2:35 pm

    This is a great post that has a lot of great tips. A lot of the times customers abandon their cart at the last moment because of reason this blog post focuses on. The biggest No No is unexpected shipping cost and the last steps of purchase. Just follow this great posts suggestion and “Show delivery information upfront”. It will definitely improve conversions and cut back on abandoned carts. Thanks for the post!

  • Felicia November 7, 2012, 4:31 am

    I would like to add one more way to improve a product page of an ecommerce site, and that is to include testimonials or customer feedback to any product. Sure, I am aware that these can be done by just the sellers themselves, but of course, customers should also be given a profile there too so when they leave their feedbacks, other customers will be aware that they are authentic and will know the pros and cons of a specific product. Thanks for sharing!

  • Cheap VPS & Dedicated Host UK November 7, 2012, 7:19 am

    its great idea I think these methods are essential to encourage visitors to click and convert them to become your customers! i try it in my next e-comm

  • business logo designs November 14, 2012, 12:46 am

    I always feel hesitation to work on ecommerce websites because in my opinion these kinds of sites are not easy to operate therefore i feel hesitation. Now after read your points and tips i learn a lot of things and feelings that without confidence no one can be successful therefore i will try these methods to improve my product pages on web.