As an eCommerce business owner, you know that your online store provides the best products on the market that are vital for the average consumer’s life. So why would you slack when it comes to one of the most important parts of your site? It’s where you’re going to create the most conversions—the product page.
It should go without saying, but the product page of any eCommerce store is crucial to the success of the conversion rate. If there’s not enough information, they’ll just click to another product on the market. And if you overload your shoppers with unnecessary gunk, they’ll think you’re full of crap. Nobody likes it when a store providing a product they’re looking for feels too extra, just like that co-worker who constantly needs to flaunt how much he drank the night prior. The results of overstepping or under-stepping the boundaries of what you should do when it comes to the design and interface of a certain product can be disastrous.
Now, we at DigitlHaus could give with you a step by step / hold-your-hand type of blog post to get you through the product page, but we’re not going to do that. Instead, we’ve sorted out the basics for you. We thought it would be a good idea to provide a ‘Do’s and Don’ts’ of what we think is essential to keep in mind when it comes to creating product pages for your online store.
Ratings and Reviews
DO: This section is going to be toward the end of the product page, so we’re going to be upfront about it. First and foremost, make this section of your product page prominent. You best believe one of the first things your customer is going to look at before they click the ‘Buy’ button is whether or not other consumers enjoy your product. Put a star rating right next to the product name and maybe include a hyperlink so your customers don’t have to scroll very far for reviews. And—we can’t stress this enough—make your social media presence visible!
DON’T: Oh, for sure. Flaunt some ratings and even a few Instagram posts, but nobody likes a showoff. Social proof of your product’s success should be limited to ratings and few testimonials. The numbers should speak for themselves. Don’t bombard your customers with social media pop-ups as to where they can’t even see the product they clicked on. Even though opinions held by other buyers is essential for the product page, there’s no need to obstruct your customer’s view of the product itself.
DO: Listen… You know your product like the back of your hand, right? Whether your product is easy to use or needs a visual model, practice discretion. Like they say, a photo can say a million words, so use your picture(s) wisely. Also, make sure the quality of the product photography is top notch. Chances are, there are other online stores that sell the same product as you. By portraying the most unique aspects and the overall feel of your product in the photography, you play into your customer’s desires. When you ensure quality in a product’s pictures, you ensure your brand’s trust! The sale will be yours for the taking.
DON’T: You shouldn’t be lazy when it comes to putting forth an effort in the type and quality of your product photography. It can be detrimental if you don’t make sure your customers can envision themselves with your product. Your customers want to see how this certain product will improve or innovate their life. Envision a photo of a bracelet against a dull white background vs. a photo of a bracelet being worn on the wrist of an actual human being. Which of the two will better motivate the average consumer into buying the product?
Cross-Sells and Up-Sells
DO: Do those perfect pair of shades match up great with that vintage shirt your selling? Perfect. That’s what cross and up-selling is all about. If you want to up-sell, think in upgrades. What higher priced version of the same type of product can you sell to your customer? This can be done easily with a sidebar that includes products similar to the one being viewed. Same goes with cross-selling. Incorporating a “Customers Also Bought” section below the listed product can direct your customer’s attention to things that will go along nicely with the product you’re selling and potentially raise profits.
DON’T: Maybe your customer is only looking for one individual item on a certain product page. This means that you shouldn’t overcrowd them with a crazy number of products that might be similar to the one on a particular page. Rule of thumb should be that if it blocks any aspect of the product you’re selling on that page, don’t do it. Avoid pop-ups over the product photography and just let your consumer do what they want to do—buy the product they’ve been looking for.
Product Name, Description and Price
DO: When it comes to the name of a certain product, just be real with your customers. Call it what it is, but be a little creative. The same goes for the product description. Keep it short (300 words), to the point (purpose of the product), and don’t forget to include the voice and tone to your overall brand. And definitely—Keep. The. Price. Visible. Just add it next to or onto the ‘Add to Cart’ button and save your customers the hassle of trying to figure out how much they’re paying for your product.
DON’T: Don’t be unnecessarily explanatory. If a shirt has flamingos on it, there’s no need to call it a Subtropical Avian Tunic… Flamingo Tee will do just fine. The same goes for your product description. There’s no use in overly vivid imagery and language when you need only to use the best words for the right amount of space. And please, don’t keep the price tag hidden. Your customers don’t like unwanted surprises when they go to their shopping cart and checkout.
Well there you have it! While we may be experts in the eCommerce industry, you know your product better than anyone and know what features to include (or not include) for a specific product on its product page. Raise your conversion rates by being aware of the little ‘Do’s and Don’ts’ and stay focused on being one of the best stores in the online market!