The increase in online shopping has given rise to a different kind of customer who has become more demanding and is looking for more than just buying a product. This customer is looking for an experience, one that will bring him or her back to your website again and again.
The product page of a web store is a useful tool that helps online businesses to enhance the shopping experience. Understanding the consumer psychology is key when designing the landing page of your website. Besides industry specific requirements, every product page should possess a few essentials that will increase the online business’ conversion rates, whether through direct or subliminal marketing.
Here is a list of important aspects every eCommerce product page should possess.
13 Important Aspects of a Successful eCommerce Product Page
Title, Logo, Description:
Every product should be suitably titled and the company logo should be distinctly visible to the customer. The more descriptive and clear your product title is, the easier it will be for your target customer to find you through search engines. Adding a defining feature to the name will also help set it apart from competition.
Add To Cart Button:
This call-to-action button is what makes all the difference, as its correct placement creates an attractive, persuasive trigger for the customer. More than just about adding a button, the placement of the call-to-action requires utmost care and is an important part of web development, especially if you have customers from all over the world. The terminology, the colour, the size – they all can make a huge difference to your page.
Product Price and Special Offers:
The price of the product should be mentioned clearly, and should strategically be placed next to the call-to-action button, to create a visual hierarchy for the buying process. If you are offering a discounted product, ensure that the ‘savings’ for the customer are highlighted. Also, the customer should be able to view any discount coupons valid for their particular selection.
It is absolutely essential to mention whether the product in question is available for purchase currently or not. A customer will not appreciate adding a product to the cart, only to find it is out of stock at the time of checkout.
Product Images and Videos:
The more pictures you have of your product, the better your chances of making a sale. The photographs should be crystal clear and taken from every possible angle, and the customer should be able to zoom into the smallest of details. Also, a video of the product in action, if required, will add to its appeal.
Choice of Payment Modes:
Different types of customers choose different modes of payment, depending upon their preferences. It will be beneficial if you display flexibility when it comes to making payments.
Shipping and Returns:
As soon as the customer chooses to add the product, or even while he or she is browsing a particular page, the shipping information should be clearly mentioned. This includes the cost of shipping, the areas you ship to, as well as the estimated time of delivery. It should also be mentioned if the particular product can be returned or not, and the customer should be directed to your returns policy page for further details.
Product Reviews and Ratings:
Reviews of products previously bought and used by customers play an important part in the buying process. Furthermore, a star rating will highlight the usability of the product and act as a quick reference for potential customers. The customer should be able to sort the reviews according to the most recent, the most helpful and the highest star rating.
The Power of Wishlist:
Several web stores, including Amazon, have a wishlist option. This means that if a customer likes a product and for some reason is not willing to buy it immediately, he can save it to his wishlist. As a seller, you can keep updating them about the particular product, such as a drop in prices or limited stocks.
Based on a product selection or previous purchases, the customer should be able to view products that complement his or her present selection. This will help in up selling or cross-selling other products as well as improve browsing experience.
Integration with social media such as Twitter, Facebook or Pinterest will help build your brand while creating a social experience for your customers.
If faced with a query, the contact button should be easily accessible to customers. The live chat feature is also very helpful to instantly tend to customer queries and direct shoppers towards a purchase.
This is the best way to make the customer understand the product hierarchy, and makes it easy for them to visit other categories of products.
All of these elements must be leveraged in a strategic manner to create a successful product page.