The main goal of an online store is to sell its products to as many users as possible. Conversions depend not only on product price but also on how it’s sold; in other words, store design plays a key role in driving those conversions.
Image via: http://www.smackwagondesign.com/
Product pages are the shop windows where products are sold, so every detail needs careful thought. These pages must be attractive and answer many of the questions users may have when buying.
Product pages are the most important pages in the entire online store. A polished, well-thought-out look can go a long way toward increasing conversions.
Product pages must fulfill three functions:
- Win over the customer: The product and its page must make an impression on the potential customer. Pay special attention to photos: since users can’t touch the product, the image must show it at its best and in as much detail as possible.
- Inform the user: The product page must provide as much information as possible, since more information can influence the final purchase. Every potential customer also appreciates being told the basics, such as delivery time or shipping costs. This gives users all the information they need without having to go to the cart to find out the order’s total cost.
- Attract traffic: Product pages must be optimized for search engines like Google. This way, they can help the online store’s overall ranking.
Key elements every product page should have:
– Product name: It’s essential to name the product fully and in detail. This makes it easier to identify, not only within the store but also in search engines.
– Product photo: Product images must be polished and clear. As mentioned, customers can only see the product they’re buying through the images in the store and on the product page. Besides offering a sharp, clean image, it’s a good idea to add a “zoom” option for an even more detailed view.
– Additional images: The product photo is the main image, but it’s always a good idea to add more to provide further information, such as a close-up of the material or a specific product detail.
– Price: Distinguish between the promotional price and the current selling price. Prices should always include VAT so users don’t get an unpleasant surprise at checkout and abandon their cart.
– “Add to cart”: This is a call to action and must be clearly visible. It should be placed strategically so it doesn’t get in the way of the purchase.
– Availability: Showing available stock or remaining units creates a stronger sense of urgency and desire to buy.
– Promotions: Displaying promotions, discounts or special offers on the product page grabs users’ attention even more and can influence the purchase. These actions spark customer interest and generally increase the online store’s average conversion rate.
– Product description: This deserves special attention, as it’s where we describe the product and provide all its information. It should cover technical and physical features, materials, how to use it, etc. A good description can help secure a conversion.
– Customer ratings or reviews: Users’ opinions about a product can help future customers decide to buy it. Reviews on product pages add information beyond the description. They’re also a good way for users to interact with the online store by sharing their comments and opinions.
– Shipping information: This is a key aspect users pay close attention to. The online store and product page should provide as much information as possible about shipping costs and estimated delivery times. Offering all this on the product page itself can even prevent a large share of cart abandonment.
– Customer loyalty through a newsletter: A newsletter can help drive more traffic to our online store by sending promotions or offers. Placing a sign-up on the product page is one more way to build loyalty among as many users as possible.
Finally, a key aspect is taking care of product page SEO. They’re an essential ranking tool, and their optimization should be well planned as part of an online marketing strategy.
