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