Your e-commerce product pages are one of the most important aspects of your store. Even if you have a user-friendly site that’s easy to navigate, and amazing products your customers love, you may still struggle to generate sales if your product pages aren’t up to scratch.
So, what makes a good product page? In this article, we will take a look at how to optimize your product pages for conversions, and some common mistakes that new merchants often make when creating their product pages.
Let’s dive in.
Although they aren’t the only pages in your store that your customers can convert from, your e-commerce product pages are likely to be where most of your conversions occur.
Your product pages are where your customer can view a specific product, along with all the product details and information they need to make a purchase.
Typically, each product in your catalog has a separate, unique product page, sometimes also called a product description page (PDP). Often, customers navigate to this page from a collection or list of products when they want more information or details about a specific product.
As the name suggests, product pages help convey vital information to would-be buyers about a specific product. E-commerce product page design usually features photos (and sometimes also videos), descriptive text, and other information your customers need before deciding whether to buy a product online.
The information that you choose to include on your product pages, and the way in which you lay it out, is critically important to your store’s success. This is because your product pages are your best chance to convince customers to make a purchase.
Your customers have visited the specific product page with some intent already. Once there, you have the chance to gain the trust of your prospective buyers, reassure them with all the details and information they need, and make it as easy as possible for them to click on that “add to cart” button.
As you can see, product pages are vital to your store’s success. Given that this is where many of your actual purchase transactions occur, you don’t want to lose conversions due to poorly designed e-commerce product pages.
To maximize your potential and avoid issues, follow e-commerce product page best practices and avoid these mistakes.
According to a study, 80% of buyers trust online reviews, while 92% read reviews before buying a product. That means you can’t afford to ignore customer reviews if you want to increase conversions – products with no reviews are red flags for prospective buyers.
Also, it’s best not to bury your reviews at the bottom of the page. You can’t expect every customer to scroll through all your product information, images, and so on, to finally get to the reviews section. Make sure you at least include the star rating of each product on the top portion of the page, and if possible, hyperlink to a lower section where customers can read the reviews in detail.
The more detailed you can make your product reviews section, the more reassured your customers will feel that they are making a good purchase. Encourage your buyers to leave reviews with product images, and if possible, add filters to your reviews so that customers can browse by most recent, top-rated, and so on.
If you are showing your reviews further down the page, you can always choose one of the most glowing testimonials and display it as a quote, so that your customers are given some idea of social proof without having to scroll.
One of the major drawbacks of online shopping is the inability to try out products before buying. Another is that it can sometimes be difficult to display the value of a product to a customer, or the many ways in which it can be used.
Consider a real-life brick-and-mortar store. There will often be product displays or arrangements that give you an idea of how a product can be used. An outfit on a mannequin is a great example of this, as is Ikea’s incredible layout where the entire store is made up of product displays.
These types of layouts inspire customers, give them ideas, and show them the versatility of your products. The best e-commerce product pages aim to replicate this experience.
One way to do that is to use lifestyle images and visuals. Lifestyle images show your products being used in everyday situations by regular people. In addition, lifestyle images let potential customers imagine what it feels like to own your product.
Standard product images are also important. These are high-resolution images where the product is emphasized against a white background. Typically, it’s best for your product page to contain a mixture of product and lifestyle images.
Given that driving new traffic to your store is an expensive undertaking, it’s essential to make the most of every customer once they are browsing your products. Upselling and cross-selling deals are a great tactic to generate more revenue from each visitor to your store, and your e-commerce product pages are the perfect place to display these deals.
Part of the reason why cross-selling and upselling on product pages is so effective is because you can create highly specific deals that are tailored to the exact product your customer is viewing. The more relevant your deal is, the more likely it is that your customers will be interested in the additional products you are offering them.
With PickyStory, you can offer cross-selling and upselling product bundles and deals throughout your store. You can choose the exact products that you group together, add a discount if you so choose, and assign your deals to specific product pages (and elsewhere in your store).
Customers seldom contact support to ask questions about a product, especially if they intend to buy multiple products. So not adding the relevant information about a product can make shoppers lose interest and move to another store.
To avoid this, add FAQs on e-commerce product pages. This will help improve user experience and dispel common misconceptions about ingredients, size, features, or functionality. If you don’t want to overcrowd your product page with too much text, consider adding tabs so that customers can tab through to FAQ, size chart, ingredients list, or whatever other details you are providing.
Product descriptions are (usually) short, engaging texts that educate buyers and help them make informed buying decisions. These texts satisfy the customer’s curiosity regarding the product’s function and potential benefits.
Don’t treat your product descriptions simply as a chance to improve your on-page SEO. While they can do that too, product descriptions are also an important opportunity to connect with your customers. Make sure your brand voice is speaking through – let your customers know what you are all about.
Designing great e-commerce product pages requires some time and effort, but avoiding these five basic mistakes can help improve your conversions significantly. Plus, you will create a great shopping experience your customers will keep coming back for.
If you’re looking for more e-commerce tips and recommendations, check out the PickyStory blog.
Good Luck!
PickyStory is the e-commerce conversion platform. It enables merchants to uplift their revenue in store. PickyStory offers a variety of deals like Bundle Products, Combo Products, Bundle Builder, Kits, Looks, and coupons.
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