Have you ever been online shopping and been so frustrated with a product page that you abandon your shopping cart altogether? Maybe the page was unresponsive, or you couldn’t find the need-to-know information right away. Searching for this info elsewhere or waiting for what feels like several years for a page to load can quickly make the convenience of online shopping inconvenient.
As an online retailer, you generally have one main goal: conversions and sales. But to get there, you need to give your time and attention to your product pages.
Your individual product pages can make or break your eCommerce performance. It can be tricky to find that sweet spot. You want to keep it simple but also make it engaging.
How do you do that?
Don’t worry – we’ve got you.
- Clean up the clutter
Haven’t you heard? Minimalism is in. Especially when it comes to the online shopping experience.
It can be tempting to pump your product pages full of keyword optimised text and all of the coolest effects and functionalities, but that poses a potential problem.
Nobody wants cognitive overload.
The last thing you want to do is clutter your product pages so much that the user ends up feeling overwhelmed, or just straight up misses the call to action (CTA). Yes, you may be driving traffic through Google search, but that means nothing if the user clicks off the page out of frustration.
As the age old saying goes, keep it simple. Ensure you have tidy and minimalist product pages to let those products speak for themselves and, even more importantly, to ensure the CTA is clear and convincing. The same goes for overall page design – simple colours and page structure will ensure the user experience is a good one.
This is one reason eCommerce platforms like Shopify has gained so much popularity – customisation options have some limitations, but that’s because they know what shoppers want. And good Shopify Web design is simple while still looking visually appealing.
- Make your CTA’s clear
Speaking of CTAs, make sure they’re front and centre. Don’t give the shopper too many buttons to choose between, because they may end up choosing none.
In terms of eCommerce, your main CTAs will be things like, “Add to Cart,” “Buy Now,” or “Proceed to Checkout.” Make it a prominent button that the shopper simply can’t miss. And use common terms that the shopper will understand!
- Create some urgency… now!
Wait, there are only three of my size left? And it’s a limited edition? And there are twelve other people looking at this product right now?!
That’s going right in my basket.
Something as simple as listing stock levels, or showing who else is on the page or has purchased today, not only tells the customer that this is a hot commodity that lots of people are buying, but it also creates that sense of urgency – if they don’t buy this product now, they’re going to miss out.
Give them some extra incentive and see how your conversions go.
- A picture says a thousand words
It’s the age old saying and perhaps a little cliche, but it remains true. Good product photos sell products.
High resolution product photos work in your favour in a number of ways. They visually communicate all of the great little details of your product and accompany your on-page copy. Shoppers want to see what they’re investing their money in. The best practice for images is to make sure they’re zoomable and to give multiple angles for shoppers to click through. Place above the fold.
You do need to be mindful of loading time, though, as images that take too long to load run the risk of turning shoppers away before they’ve even laid eyes on your amazing product. Compress images if need be.
It may also be helpful to mix it up a bit and include some customer photos. This can not only increase customer trust, but is also a great way to engage with your customers.
- Make sure your shoppers are confident
How will these pants fit? Does the medium run big or is it true to size? How about this vacuum? Will it fit in my storage cupboard? Is it easy to put together?
Your shoppers shouldn’t need to ask these kinds of questions because the info should be provided to them from the get-go. Whether it’s in your copy or as a separate size or dimensions chart, making sure the need-to-know info is readily available could be the difference between a conversion and a shopper clicking away because they just aren’t sure. You don’t want them doubting your product – you want them thinking, “Yes, this is exactly what I need!”
- Customers trust other customers
Building customer confidence in your products can be done through clearly and concisely communicating the product’s quality, size, and return policies, in addition to the high quality product photos already mentioned.
But have you considered adding the social element?
Reviews and customer testimonials from happy shoppers can let people know that others have purchased this before them – and loved it!
You’ll see many websites doing this – some even have pop-ups telling the shopper that someone else has purchased a product just now. Social cues tell customers that they’re not alone, and that they can trust the quality of the product.
- Good copy is essential
Yes, we want to keep the page fairly simple and easy to navigate, but you’re going to need some kickass copy to accompany your images. It can be tempting to write a ton of content loaded full of keywords to try and get your page ranking, but remember what your customer is looking for when clicking on the page – they want short, concise content that will tell them what the product is, its features, and why they should buy it.
Short and succinct doesn’t mean boring, though. You can definitely spice your content up in your own personal way. Just make sure it’s easily palatable for the shopper.
Also keep in mind your target audience. Who are you talking to? What do they want to read? How do you speak to them? Ensure you’re using the right tone and emphasise the things you know your target audience cares about. Will they be more interested in the product’s aesthetic? Or do they want all the technical details?
Whatever they’re interested in, make sure you’re linking the product features to clear benefits. Bridging that gap can help the shopper make their buying decision – if this product is going to benefit them in so many ways, how could they not buy it?
- Time is money
Let’s talk site speed. Your product pages need to be quick and responsive. Nobody wants to deal with lag, especially when they’re online shopping. What’s more, a slow-loading page can result in a dip in confidence – the product page can’t even load, so what does that say about the quality of the product itself?
It always goes back to keeping it simple. Avoid the overly flashy website design, the nonessential widgets, and the laggy third-party themes so that the page is more responsive, and will leave your shoppers feeling satisfied instead of annoyed. Good Shopify Web Design will do wonders for your page speed, and is a surefire way to keep your shoppers right where they are.
- Options, baby, options!
So the shopper looks at your incredible product photos and reads your engaging copy and still decides that, actually, this product just isn’t for them. Is that the end of their interaction with your online store?
Provide recommendations of similar products. Chances are, something else might fit their needs. By making it easily accessible on the same page, the customer doesn’t need to do the searching themselves.
And what’s more, if they do love the product and they’re in the process of buying it – maybe they want other similar items, or complementary products, to add to the cart as well. Don’t limit yourself!
Effective product pages are worth putting your time into. For eCommerce, they have the power to make or break you. Put yourself into the shoes of the shopper and think about how you like to shop – then combine all of the above points to provide an excellent shopping experience to your customers. The conversions will speak for themselves!