An eCommerce website is developed to sell products and/or services. Thus, the entire focus is around optimizing the product pages for better design, user experience, and conversions. Selling online is quite different than the way people at in the malls. Here, people are more conscious in placing orders as they are worried about the return procedure, time, policies, and the condition of the product they will receive.
The eCommerce scene is changing as the users need to trust the website as per their criteria. It can be a refined design, high-quality imagery, a unique product description, customer testimonial or lots of other factors. For any online store, it is not easy to cater the needs of all that’s why we are starting with the best practice followed currently, and steadily fine-tune the design for better user experience and conversions.
This article lists some of the best practices that are in use these days. Though these are commonly discussed, you can take a lead in them by doing distinct than your competitors. The best practices for designing effective eCommerce products pages are as under;
Add Captivating Product Image Gallery
The online stores are unable to deliver the real-like appearance of a product. They have to visualize the product rather than examining it by hands just like the way they do in a brick and mortar store. Their product expectation depends on the visualization that is created by the images you upload.
One of the major factors in user disappointment is the gap between seeing a product in the store and actually receiving the order. Most of the users complain the make and material are not as of high quality as displayed in the product photos. They get disappointed that may lead to a permanent abandonment of the store.
You would not like the people to leave your online because they had an awful experience with the product display. It is better to enhance its product pages with high-quality images that are not edited to elevate the display. Try to be natural and represent the true aspect of what you sell.
Over exaggerating the products with Photoshop images may bring you leads, but not permanent clients. You can add a magnifier option to allow users in zooming in and out the product images for better view.
Design a Brief and Crispy Product Overview
A product overview has the power to capture user attention and make them stay to read the description in full and take an action. The online buyers are always short of time. They have to go through a long list of websites before taking a purchase decision. But, why to make them leave and find other stores when you already have the items they need.
Create a compelling title and compose a crispy overview that communicates the core features and benefits in a go. Let them quickly understand the assets of your product that would justify the price as well.
It is your website design that can do all the wonder in displaying the product title, the variety in size and style, the price, and call to action. Pursue a minimalist design and use negative spacing to effectively deliver the primary aspects to your target audience.
Select a Brilliant layout for the Product Description
Half of the success of a product page hides in the product description. It is the art of presenting a product, its features, and benefits for the consumer in a meaningful manner. There are various layouts that are commonly practiced in describing a product. But, you need to be distinct in doing so.
Have a competitive edge of bringing creative in writing as well as designing the product description. It is not only about creating textual content because users are now attracted to the visual aid as well. Pursue an amalgamation of text, infographic, gif, or other captivating formats of content to make the product page more engaging.
Optimizing the text for primary keywords will attract search engines to rank the product page higher and redirect traffic to better conversions. Uniqueness and creativity is the key to scoring higher in search engine result pages.
Integrate a Recommendation Engine
The design of an effective eCommerce product page is not limited to gaining conversion for that specific page. It is an opportunity to exhibit other relevant and high-quality products as well.
You might have heard the concept of up-selling and cross-selling that is commonly used by the shopkeepers. You may enter a nearby store for a razor and fetch shaving cream or aftershave lotion as well. Or, the razor you are looking for is not available in the store and they sell you a high quality that is probably an expensive one.
The same concept can be applied to an eCommerce website with a recommendation engine. It can be the addition of a plugin or extension as per the CMS or eCommerce platform you use. The integration of a recommendation engine will automatically showcase similar products on a landing page. You can create a set of products by designing blocks saying people who bought this also bought these products.
Create Product Tabs
The creation of product tabs is yet another effective technique in making a landing page more readable for the users. It requires the merchants to segregate product information in various tabs and naming them accordingly.
For example, you can have separate tabs for shipping details, return policy, custom reviews, terms, and conditions, etc. this allows you to hide information that is not necessary to show altogether, but users can refer to them whenever they want.
Display Customer Testimonials
According to Business.com, about 77% of the people consider the reviews and read them before making a purchase decision. This makes the incorporation of reviews a must-have design element for the eCommerce websites.
Reach out to your valued customers and ask them for a favor to submit their honest opinion about the product or service they consumed. There are various ways of doing it. Modify the code of your website or have a quick-to-install plugin like Magento 2 customer reviewsextension by FME. The installation of such a tool can help you contact buyers, collect reviews, and display them on the product page.
These reviews serve as a social proof that people are not only buying your products, but they are satisfied as well. Additionally, you can enable users to rate your services that will further add attraction to the product page.
There are numerous strategies for designing effective eCommerce product pages, but the selection depends on the nature of your business and the common consumer behavior. The best practices laid above in this post are equally beneficial for all kind of business models, whereas to go ahead of the competitors, you have to invest in brainstorming some more unique ideas like allowing cost comparison, request for quote, or simplifying the checkout to one page.
There are no limitations in revamping a landing page to a whole new look but keep in the mind that the change or additional functionality is beneficial for the end users. Think big and take various aspects into consideration. It can be the introduction of user-focused pricing or making available the translation of product pages in multiple languages used by your target audience.
Asad Ali is an internet marketing expert for almost 8 years. He is currently working at GO-Gulf – a premium web design company Abu Dhabi where he is working on numerous projects for eCommerce SEO, user experience, conversion optimization and targeting relevant audience for the clients. You can reach him on LinkedIn.