Your e-commerce product pages can make or break your revenue. If the pages grab user attention and keep them on the page, you increase the odds they’ll convert into customers. How can you ensure your pages are better than those of your competitors?
It’s every business owner’s goal to create epic pages that have a high return on investment (ROI). However, what worked yesterday may not work today. Digital sales are constantly changing and shifting.
E-Commerce Product Pages Best Practices
Recently, e-Marketer estimated global e-commerce sales will reach $7.4 trillion by 2025. Growth also means more competition entering the marketplace. Even if the company doesn’t sell the exact same product as you, you’re trying to grab the attention of a set number of consumers in a crowded, noisy world.
Your product pages need to hit all the right notes if you want your customers to sing along. Here are the best practices to ensure your site is all it needs to be and your inventory highlighted correctly.
1. Design for Mobile First
According to Statista, approximately 58.99% of internet traffic is now global and on an upward trajectory. People now carry mini computers as cell phones, which they use to access the internet frequently.
Since traffic reached the tipping point and the majority now is mobile, it’s just smart to take a mobile-first design approach. You may need to ensure images scale down accordingly, text doesn’t run off the page and buttons are easy to press with a finger.
2. Use Relevant, Unique Images
The photos you choose to display your products can make or break your conversions. People can’t touch e-commerce before they order. They’re relying on you to accurately represent the product and answer any questions they might have. Images are one key component of the customer experience.
Source: https://www.mayflowerdistributing.com/latex-balloons/solid/11-chrome-latex-asst
Mayflower Distributing offers a nice selection of latex balloons. The images show the beautiful, vibrant colors and the sheen. It isn’t easy to get the lighting just right to show off color accurately.
You may need to enlist the help of a professional photographer and do a lot of testing to get shades to reflect reality. Putting in the extra effort will pay off in more satisfied customers and fewer returns.
3. Redo Your Headlines
Retail e-commerce grew about 27.6% last year, giving us a lot of examples to look at for best design. One thing you can do to enhance your website’s effectiveness is rework your headlines. Search engine results pages will pull up your headline as the title of the site in many instances. Using something showing the exact product helps ensure the traffic coming to your site is there for the right purpose.
One site looked at the importance of optimizing titles and found the ones enriched had an 18% increase in clickthrough rates.
4. Add Clear Call to Action (CTA)
Your CTA tells the user what their next step should be. With product pages, the CTA button is typically an “Add to Cart” or “Buy Now” one. The CTA should be a bit brighter than other colors on the page. You want to grab the user’s attention and keep it.
Source: https://www.popcornopolis.com/shop/cones/unicorn-popcorn-mini-cone
Popcornopolis features bold colors anyway, so figuring out how to add a CTA that shows up is a bit challenging. We really like the way the designer used a pop of yellow to draw the eye. They also went with a strong, action-oriented verb and an arrow to indicate movement.
5. Tap Into Social Proof
When people land on your page, they usually have no reason to trust you. They may not have heard of your brand before. Online reviews from current customers can go a long way toward alleviating any fears potential buyers have.
Reviews can also give customers insight into elements of the product you forgot to include in your description. People will leave information such as how clothing fits–whether it’s true to size or not. Reviews can be an invaluable tool toward answering questions and helping customers feel comfortable enough to proceed through the buyer’s journey.
Keep Refining
They key to amazing product pages that meet the needs and expectations of your audience is constantly changing them and perfecting them. Take the time to conduct some A/B tests to see which colors or layouts work best. Keep the things that work well for conversions and leave the ones that don’t. Over time, your product pages will become shining examples to other e-commerce store owners.
