eCommerce Site Best Practices Part 3: Product Page
After we’ve set up the perfect category page our visitors will definitely choose a product from that list. So now we are heading to the product pages and prepare the perfectly planned product page. (Call it PPPP — Perfectly Planned Product Page — to create the next worldwide market crusher OM buzzword)
Anyway, we want quality traffic to our product pages and we want to maximize the results on those pages. It’s critical to have well-converting eCommerce pages around the buy buttons.
What do you have to be aware of for that?
1) Use stunning images or videos.
Bellroy showcases a good job with showing the best and sleekest of their products. All the products have their own short video like this. You’ll have a snapshot of how it looks like when you’re using the product.
Harry’s also have a perfect solution to show their products.
2) Additional images
The leader image must be followed by several quality images about the product from different views, angles, outside, inside, etc.
Why is it so important? These are physical objects, however, you cannot touch them.
There are 2 ways to solve this problem:
- with perfect images so your visitors don’t have to figure out anything on their own.
- provide “in-use” materials like videos or special images like Harry’s did (5.).
3) Product description
In case the product needs a deeper understanding like Nest’s, it’s also a good solution to highlight an added option to present the descriptive content if needed (4.) which will direct the visitor on a separate page (5.).
This has two advantages: the product page stays cleaner and more focused on conversion points and you can have separate pages to perfectly cover the feeling of owning this stuff. (5.).
These might be some of the most important parts of a product page. When the visitors arrive to an eCommerce product page, the above-the-fold content has the function to introduce the product and offer a path to convert, aka. buy it.
IF that is not enough, you have to show something more. The product image — price — buy triangle targets the rational part of the brain so it’s a good strategy to show further emotional content below the fold, like USP’s as Harry’s do (image above — 4.) or Nest does (5.). This way you can change the game with a different type of content.
4) What if you have multiple variables?
It’s quite common to have the same product with different colors, materials or sizes, etc.
From several online marketing aspects (like SEO, UX) it’s better to have one product page in your eStore products and provide variable options on the page as you can see on our examples (3.), maybe Bellroy has the most complex one:
IMPORTANT: In this case, make sure to have all variable images separately, so if someone chooses a different color, display the product in that color automatically!
5) How can I buy it?
In the end of the story, one of the most important thing on your eCommerce product page is the Buy button. It’s a common fact that size does matter. Have a buy button big enough to provide a good visibility and get proper attention on the page, but not that big to be disturbing.
There’s no golden rule for the size… it depends on the content of the product page. If you have a lot of things on the page, the “buy now”- button should be smaller (still big enough to work), if you have a minimalist page with a very few info (and more visuals), the button can be bigger or can have a more attractive color.
The color also has a vital role: globally, the most commonly used “buy now”- button color is orange, but blue and green are also frequently in play . Even if they’re the most used ones, this does not mean that it will work for your eStore or brand.
TIP: for button colors, always use warmer colors or colors with high contrast.
6) Connect your product to the internet
It’s really important to provide social media sharing options, as you can gain two benefits from it: additional branding when someone shares your product to show what they’ve just bought. Fancy. Also, more share means more traffic. More traffic entails more conversions (most of the time) and that’s one of your primary targets.
Also, customer reviews can be important when decision time comes. They should be shown on your product pages (e.g.: with cumulated average points and stars) and can provide unbiased reviews of the product which are important inputs for your visitors.
7) I don’t want your product!
Sometimes it happens. You create the perfectly planned product page (PPPP — sorry) and even, you don’t convert every visitor into a customer. A viable solution in this case: providing cross- or up-sell items. For example, a software applying personalized product offerings can be a very good engagement-accelerator for a non-engaged visitor.
You have to deal with the fact that even if you plan your marketing campaigns, audience targeting properly, you won’t always have the best landing page for every user. That’s where cross selling can work like a charm.
+1) Get personal
Get to a professional level of personal connection with your customers: install live chat solutions. A smart live chat service can convert visitors with so high percentage like it would be an illegal tool to use. Smartsupp’s meticulously designed features enable you instantly answer your visitor’s questions from any device, anywhere + meanwhile it lets you record all of your customers’ behaviors.
You can directly answer every question immediately, offer personalized solutions, etc.
TIP: A bit more tech driven solution for this if you use a chatbot. This is quite similar but without your active presence. Without opening Pandora’s chat-box, a chatbot can be really basic with a few functions or really deep with AI integration and heavy big data behind it.
Originally published at www.yusp.com.