Ecommerce product pages are critical to successful online sales. You spend valuable time and effort driving traffic to your store, therefore it is imperative that product pages work hard to maximise conversions.
Implementing a few small tweaks can make a significant difference to the performance of your product pages. Below are five best practice tips that will help increase sales.
Five tips for more effective ecommerce product pages
1. Page design and layout
A good first impression is essential. Your pages need to show-off your products and services to their full advantage. Simplicity is key, focusing on a visually appealing design and a user-friendly layout.
- White space – Use plenty of it to create a simple, clean look. For inspiration take a look at Apple’s product pages.
- Keep copy concise – If you have a lot of information to impart try using hidden text to keep your page uncluttered. Users still have the option to click-through to further information.
- Navigation – Ensure your layout is easy to navigate. Keep product and buying options together in one place, such as to the right-hand side of your product image. Always have a strong and obvious call to action like ‘Add to Basket’.
- Mobile-friendly – Sites without mobile versions are now penalised in Google so think about responsive design. It will ensure your pages are formatted and viewed equally well on any device. Check out Google’s mobile test, it will analyse your page and let you know if it is mobile-friendly.
2. Inspiring visual content
High quality, eye-catching visuals are essential to successful online sales. Customers can’t physically check out a product online, so they need to feel reassured that you are providing a true representation.
- Use high-resolution images so that they look as good on a mobile as they do on a desktop.
- Original photography can showcase your products in action and in interesting and inspiring settings. This will have a greater impact than standard stock photos.
- Offer multiple views of your product so they can be viewed from alternate angles. Rotating 360° viewers are great for this.
- Videos help show off your product and have a positive impact on purchasing decisions. Four in five consumers say a video showing how a product or service works is important.
3. Perfect product descriptions
Write original, well thought out descriptions for each product or service. Take a look at notonthehighstreet.com; it is a great example of using unique and descriptive content for every product.
- Create persuasive copy that sells. Remember to include benefits as well as features.
- Include relevant keywords in your description. What search terms might potential customers use when looking for a product?
- Have a simple, concise product title that accurately reflects your product. John Lewis uses the following title for one of their kitchen gadgets ‘KitchenAid Artisan 4.8L Stand Mixer, Almond Cream’. It is clear and concise and tells people precisely what they are viewing.
- Customers will want to know the fundamentals before making a purchase decision. For example price, availability, delivery and options like size and colour.
4. Include reviews
Product and customer reviews work in your favour so don’t shy away from using them – both good and bad.
Research shows that customer reviews create a 74% increase in product conversion and 71% agree that reviews make them more comfortable that they are buying the right product/service.
Third party solutions such as Reevo, Trustpilot or Feefo guarantee transparent, genuine reviews and are simple to implement on your site.
5. Cross sell and upsell
When people are browsing your product pages it is a good opportunity to expose them to more of the products you have on offer and potentially increase their basket value.
- Cross-sell – Expose customers to complimentary products. For example clothing company Jigsaw uses ‘Goes with’ on the right hand side of the product to highlight accessory products like jewellery and shoes.
- Upsell – Provide opportunities to purchase add-ons, extra features or upgrades. For example if you were looking at a particular iPad you may also see options for more expensive versions such as iPads with higher memory or additional features. Customers can end up purchasing a more expensive model.
- When visitors have added a product to their basket try to keep them on the product pages rather than whisking them straight off to checkout.
We’ve just touched on a few simple to implement tips, but they can make a real impact on sales. Don’t be afraid of playing around with your products pages until you find what works best for your industry and audience.