6 Vital Ingredients to Craft a Profitable E-commerce Product Page

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Dec 2014
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Author : Pete Peranzo

Many businesses developing their E-Commerce website, at times, underestimate the amount of time required to properly develop the product page. This is a cardinal sin, which turns traffic away and results in huge revenue losses. Your product pages are the heart of your online store. So, a lot of effort and attention is required to ensure that the product pages of your eCommerce sites convert.

What makes a great eCommerce product page?

Let’s take a look at the necessary ingredients of an effective product page:

1. Provide Complete Details About Product

While shopping, consumers prefer to completely evaluate the product before purchasing it. They touch, feel, try and test the product to know whether it’s the right choice for them. This is especially true if they are buying something expensive or they are trying out apparel or eyeglasses.

But this is not possible when they are shopping from online stores with their laptop, tablet or smartphone.

This makes it necessary for all eCommerce owners to provide complete details of the product by offering plenty of quality images, product videos and extensive product description to help consumers make an informed buying decision. Compelling and informative product descriptions will increase the sales of your eCommerce store.

Moreover, adding product videos will help boost search rankings, which in turn will increase website traffic and generate sales.

2. Craft Persuasive Calls-to-Action

A call-to-action button is one of the most important elements of creating a profitable eCommerce product page. It plays a major role in converting your online visitors into customers.

Encouraging visitors to take ‘positive’ action vis-à-vis your products is difficult. The design and placement of your call to action buttons determine whether shoppers take the action you want them to, or abandon your site midway through the shopping process.

Call to action buttons should be such that they not only attract visitor attention but also persuade them to take the next step in the sales funnel. They should stand out from the rest of the content on a page (including surrounding design elements) by having larger fonts and contrasting colors. They should be placed in such a way that they appear as the most prominent feature on the web page.

Generally, ‘Add to Wish List’, ‘Add to Shopping Bag’ and ‘Proceed to Check Out’ are the call-to-action buttons found on an eCommerce product page. For some eCommerce stores that provide services or are a B2B company, call to action buttons could include titles like ‘Request a Demo’ or ‘Sign-up for Free’.

3. Pay Attention to Other Design Elements of the Page

Your product page can have the complete product description and clear calls-to-actions, but both these features won’t mean squat, if you don’t pay attention to other design elements like typography, product search functionality and navigation menu on the product page. Let’s discuss each of these elements one by one:

Typography on your product page will have considerable impact on user-experience (UX). So, ensure the finished print of your product page is attractive and readable for your target audience.

Search, filter and sort are important features on an online store’s product page. They provide a positive shopping experience to visitors by helping them find what they are looking for; no prizes for guessing this is a proven way to generate sales.

Ensure your product page has a horizontal menu structure with drop-down menus so that visitors can navigate to sub-categories quickly and effortlessly. Also provide breadcrumb navigation on product pages to increase the usability of the website.

4. Upsell Products on Your Product Pages

An eCommerce store should use ‘upsell’ to generate optimal conversions.

One of the best ways to increase sales of your online store is to provide visitors with recommendations. In fact, recommendations can increase revenue by up to 300%, conversions by 150% and boost the average order value by 50%.

This clearly shows that product recommendations, when done correctly, have an astounding impact on the quantity of the orders being placed.

Personalized recommendations are based on the purchase habits of a particular customer or their profile. These recommendations will give shoppers an eCommerce experience tailored to their needs.

You can smartly show your visitors other products that they can purchase alongside the ones they are currently viewing by placing them under the section – ‘Recommended for you’, ‘You may also like’ or ‘Pair this with’.

5. Add Social Sharing Buttons

Social media is very important for the success of your online store. It is an invaluable tool to create brand awareness,build a loyal follower base and attract new customers.

However, it is not sufficient to simply be actively present on social channels. You need to ensure that each product page on your online store has social media icons that allow visitors to share your product with their friends and followers on various social networks.

Eventbrite, an online ticketing service, for instance, prompts users to share the fact that they’ve purchased tickets to an event, with their friends and followers on Twitter, Facebook and LinkedIn. The company noticed that integrating social media with their website had a huge impact on visits and conversions.

Ensure social media buttons are featured close to product images. It’s also recommended that you only select a few social plugins to display on your product pages.

6. Include Elements That Help Build Trust in Visitors

Visitors have come this far – visited your virtual store, browsed through different category pages and finally selected a product from a sea of choices.

But even after coming so far, they still might choose to abandon your site and buy from your competitor.

What can possibly be the reason for them to take this step, even though they liked your product?

The problem could be that visitors don’t find your website trustworthy. An eCommerce store that doesn’t look credible can lead to high bounce rates and low conversion rates. This makes it vital for businesses to ensure their product pages help build trust in visitors.

There are a lot of small things that add up to make a product page trustworthy – adding live chat feature, posting customer ratings and reviews about the product, including trust seals and clearly displaying shipping and return policies.

Rent the Runaway, an online fashion store, for instance gets it right by showcasing user reviews on individual product pages along with customers’ product shots.

Do you employ the same product page practices? Would you like to add any more to the list? Share your thoughts in the comments section below.

 

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