Online shopping has become a common practice due to its inherent convenience. However, due to the large numbers of eCommerce product pages in eCommerce stores, only a few are able to reach the profitability point and a high number of conversions.
PPC campaigns, social media marketing, and other marketing means can help online businesses redirect the traffic, but conversions are not always achieved. The reason is the complex dynamics and factors involved in determining the profitable conversion rates for any business.
eCommerce product pages are one of the most crucial elements contributing to a higher conversion rate. A survey of Salsify concluded. that 87% of shoppers consider product content as the most important factor in buying decisions.
Therefore, eCommerce entrepreneurs must adopt product page best practices to optimize the pages and make them effective. Here are the 5 most important elements to create effective and complete eCommerce product pages.
1. Sense of urgency
The online world is very distracting and delusive; On average, a user will spend less than 15 seconds on a webpage to look for information or content he needs. It’s the only time you get to grab the visitor’s attention.
Therefore, it’s very important to create a sense of urgency with content on your product pages. Give the visitors a message that implies ‘it’s now or never.’ You can add an update about the product’s inventory status, time-bound discount, the popularity of the products, etc.
Messages like ‘Limited Stock Available,’ ‘Only 3 Items left in stock,’ ‘Avail Discount On Checkout in 10 minutes,’ can great the needed sense of urgency. Other ways to create a sense of urgency are adding badges like ‘Best Selling’ and ‘Hot Selling’ on the product images.
2. Use big and clear images
Product images and video are the deal breaker for your eCommerce business. The online shopping mode is missing the physical experience of brick-and-mortar stores. All he gets is the product images to set expectations for a specific product. Therefore, it’s really important how you are presenting the product to its prospective buyers.
The importance has been confirmed by a survey of Justuno. It states that 93% of consumers make the purchasing decision based on the visual content posted on product pages. And the quality of your visual content is also an ESSENTIAL factor.
You can create an effective eCommerce product page by using clear and big pictures of products highlighting all dimensions and features. Some best eCommerce product page practices regarding images are:
- Post at least 3 images(front, sides, back).
- Providing 360° view of your product.
- Include a visual presentation with a model wearing the product.
- Post videos to show the working and look of products.
3. Ease navigation between pages
With attention time shorter than a goldfish, a human can easily get distracted within 8 seconds if nothing catches his attention. For eCommerce stores, website design, loading time, navigation across pages, and responsiveness are the key elements of a user experience. If your website’s design is not user-friendly, online shoppers will be quick to abandon such a website.
In fact, 57% of shoppers do not recommend a business having poorly designed and optimized websites. 94% of consumers emphasize the ease of navigation as a positive factor of a webpage or website.
Hence to avoid any such possible threats, you can try contacting companies that provide services of creating effective web design in Melbourne because the website should be laid out like an easy-to-follow path for the customer coming to purchase a product. Otherwise, if a user is not finding the content he is looking for, he will possibly switch to another website offering a more friendly user experience.
eCommerce entrepreneurs should work on the following areas of eCommerce product page design:
- Make it mobile-friendly and responsive to cater needs of all types of visitors.
- Allocation of categories, sub-categories, filters, sorting, comparison, etc., to enhance user experience.
- Autocomplete option in the search bar.
- Filters to find the best-selling, featured, and hot selling products.
4. Add trust badges and customer reviews
User-generated content, reviews, trust badges, and user-generated photos are deciding forces for many shoppers. Around 87% of consumers consider reviews as the key factor driving the purchase decisions. People feel more confident buying a product or service recommended by other users, market leaders, and reputable organizations.
eCommerce stores must adhere to getting honest customer reviews to maintain the brand’s integrity. According to a survey of Salsify, most online shoppers prefer having at least three reviews. 75% of the shoppers are confident buying products with user-posted photos in reviews.
One of the best eCommerce product page practices is to add trust badges showing secure payment methods from popular companies. It gives users the confidence that product shopping will be safe. The most popular trust badges are Norton Secured, McAfee Secure, and Verified by Visa.
5. Appropriate category, title, and description of products
Suppose you visit a departmental store and find shampoos placed in the cereals section; what will be the impact? It will obviously not be a positive one. Similarly, online shoppers experience frustration when they do not find a product in a category where it should be. If a shopper is not sure if the product is what he is looking for, he will probably drop off the product.
FAQs section is a good practice to answer all possible questions of customers. In the other case, you can answer all the questions, concerns, or doubts a shopper might have by describing the product in the most realistic way possible.
Therefore, it’s very important to pay attention to the title, description, tags, and products’ right category/sub-category. The typography, text placement, and color of text are also important to improve the user experience of product page visitors.
Conclusion
Thinking of building an e-commerce website? Check how
Following the best eCommerce product page practices gives you an opportunity to close more deals and secure more repeat customers. You can have a win-win situation for your business and customers when:
- Your product reviews are realistic.
- Self-generated photos are similar to those posted on your webpage.
- Your product descriptions cover all information needed.
- Your website visitors find it easy to shop around your products.
Start today and work on the most important elements to unlock your path to have more conversions and happy customers!
