How to create effective product pages for your eCommerce store
Having the best product page is important to the success of your brand. After all, these pages showcase your products and the core of your eCommerce site, and function as a place to wow your customers with everything you have to offer. Unfortunately, this could be a challenge for many, as the average of most eCommerce sites across the world only have a conversion rate of 2.86%, and a report compiled by First Insight found that 71% of all shoppers surveyed spent more in-store than online.
Even with the rise of online shopping over in-store shopping, there’s still a demand to visit a physical store to see a product in person. To counter this, you have to pull out all the stops and keep your consumers on your site and get that conversion. Two key elements to tackling this challenge are creating an experience that resonates with how consumers feel in-store, and optimising their experience with you.
As you’ll learn today, an eCommerce product page can be made as lifelike in emotion as a brick-and-mortar store; this is a clever way to trick a consumer’s emotions and get them believing they’re having the same experience as in-store, minus the physical interactions. User experience is also vital in keeping consumers on your site and satisfied with their time there. With these in mind, take a look at some areas you can optimise on your product page to create the perfect space for consumers.
Replicate the In-Store Experience
Emotions play an important role in shopping behavior especially with in-store experiences. There’s an instinctive need to physically interact with items in-store that instills confidence in the purchase decision. This is a very important component for driving sales, and whilst there isn’t anything tangible for consumers online, there are several components you can use with your product page to replicate it.
360° Images and rollover zooming
Let the consumer view all angles and details of your products with 360° views, 3D images, videos, and zooming options. Create an in-store experience with an in-depth view of the style, size, colour, and fit of your products to give your users a more in-depth look at your products. Creating these viewing opportunities enhances customer confidence in your brand because you are giving them a personal look into items and their finish. These options make it more likely that they will convert.
Encourage Impulse Purchases
Impulse purchases are far less effective online than they are in-store, but they are still very important sales. This kind of purchase in a brick-and-mortar business creates an instant sense of fulfillment from purchasing, but in eCommerce shoppers have to wait for their purchase to arrive. To tackle this, why not offer free shipping and other promotions to encourage extra traffic and sales? Embed these tactics into your product pages and in separate offer categories to boost engagement.
Incorporate User-Generated Content
63% of consumers believe user-generated content helps them have a more authentic online shopping experience. Using user-generated content is great because you have organic material populating your site that connects yourself to your audience and shows that you are engaging with them, celebrating individual styles that can be achieved with your products, and creating a community with your users to keep them coming back for more.
To gain user-generated content, connect with your users and encourage them to share feedback, images, and videos of themselves using your products. Use user images alongside your own product images on social sites such as Instagram, where they can comment and link back to your website.
Include a Chat Option
Did you know that more than 30% of visitors purchase instantly after using a live chat option? Including a chat option alongside your product page adds a personal touch, whether it be a real person or a chatbot that resides in your site and keeps your users accompanied at all hours of the day. Having a chat option enhances user experience because they can get answers quickly without having to wait on a phone to get help or for an email to come through.
Optimise User Experience
Online shopping is perfect for consumers because products are right at their fingertips, and product pages are perfect for browsing or finding a specific product because they’re all right there in front of them. In this regard, it is absolutely vital that they and the rest of your site is user-friendly. You need to create a seamless user experience for your consumers to keep them engaged and drive sales as much as you can. Below are some ways you can go about doing this.
Use a Simple, Yet Effective Layout
A product page is usually formatted in a grid layout that acts as a display wall for an amalgamation of products selected by the brand or the consumer themselves. The consumer can review and compare many products in one place without having to jump around the site, which increases user retention and conversion rate. Using a grid layout for your product page is also very effective for omnichannel representations of your site; it’s an easy layout to convert and better for infinite scrolling, especially on mobile devices. This feature is great for discovery interfaces for browsing.
Utilise Easy Navigation
Navigation is important to your site because it maintains a continuous flow through all of your content. Think of it like a river; the consumer has to travel through your site seamlessly in order to reach the source: the product they desire. Using a product page gives users the power to browse multiple items on the page individually and very quickly through scrolling and previous/next buttons.
A product page is also a great tool to further catagorise products. Let consumers browse a sidebar full of different subcategories, colours, or even price points. It adds a personal touch to the customer experience, allowing them to home in on the specific features they’re looking for, without adding too much to the navigation.
Make It Personal
As previously mentioned, when shopping in-store, the user experience is often dictated by emotion. Attract the consumers that are more likely to be interested in your content and provide them with what they themselves are looking for, not what the average user wants. Relevancy to your customer is very important, especially when you want to add a personal touch to their online experience.
Many brands use AI to create this experience; AI technology will provide users hyper-personal product recommendations, quicker shopping experiences, and brands can reach users’ omnichannel platforms and advertise everywhere. Follow the consumer! Creating a personal experience using AI will benefit you and the user by attracting some additional sales and help them find the perfect item they’ll love.
Don’t Make Them Wait
Nobody likes a slow page, and most will click out of a page to find another one that is faster. Did you know that 47% of consumers expect a web page to load in 2 seconds or less? To tackle slow pages, you first have to ensure you’re on a fast-enough server to tackle your content loading. Keep in mind the number of images on your grid so your user has no problem accessing the first page of your product page. You also have to ensure you have high-quality images on your product pages for your consumers to see small details, but keep your thumbnail size small, as it affects the speed. It’s great to have a body of products accessible at one time, but avoid large image files on your grid that are often associated with loading issues.
As well as optimising your desktop site speed, don’t forget to guarantee your mobile speed is faster than the desktop. Mobile users are constantly on-the-go and expect more speed with each search. Google now uses mobile-first indexing, so make sure your mobile site is up-to-date and correlates to your desktop site and is free of anything that will slow you down. Use PageSpeed Insights, an online Google tool, to analyse the content of your site; the program will make suggestions to make your site faster. Using this tool for both mobile and desktop will optimise user traffic and keep them engaged.
An effective product page is important to optimise user experience and navigation and increase conversion rates. Using the ideas mentioned above will wow your users with a website that looks good, works well, and is easy to browse on to make those purchases. Let’s go over what we covered today one more time:
- Play on the same emotions consumers have when shopping in-store – make shopping online personal and consumers will connect to the brand
- Make sure your site doesn’t load slowly – keep thumbnails small on your grid and stay on a fast server and you’ll keep the traffic flowing through your site
- Keep your product page simple and easy to navigate – the easier users can navigate, the quicker they can find products and purchase. It’ll also reduce consumer frustration if products sell out, as users will be spending less time browsing
This is a guest post by Jessica White. Jessica is a creative content writer for creative digital agency Appnova, based in London. She writes a variety of content based on current trends within the digital world, providing insight into a range of topics from eCommerce to marketing and design.