9 Ways To Nail Your e-Commerce Product Pages
When people shop online, they are starving for information. Don’t you just hate it when you come across a product page that has little to no information about the product that would help you make an informed purchase?
Information sells, and it is a fact of life anyone with an e-Commerce website should accept, and work on.
Yes, it may sound complicated and tough, especially with the boom of e-Commerce. It has become close to impossible for brands to relay product information to thousands of online retailers.
And if you are a retailer, I’m sure you are often strapped for time and can’t regularly update your product listings. And oh, heaven forbid that time when brands change something about their products.
No wonder, businesses are spending more on e-Commerce technology. There is a great consumer demand for comprehensive information on products, and you simply cannot take this for granted.
But it’s not only about information. Your product pages have to have the right mix of information, stunning photos and other important elements.
If your e-Commerce website is not converting as well as it should, maybe you need to step back and reconsider how your product pages can be revamped and jumpstart it back to life so your window shoppers turn into paying customers.
Here are some best practices you can incorporate to nail your e-Commerce product pages just right and make them convert.
- Photos Can Indeed Say a Thousand Words
The images of your products are the hero of your page. It should be jaw-droppingly HD, zoomable, stunning and placed above the fold.
According to eyetracking studies conducted by the Nielsen Norman Group, product images significantly affects the purchasing decision of users. They pay closer attention to images that are relevant to the product information.
Larger photos of products work better, too, such as in the case of Hyundai Netherlands. By using Visual Website Optimizer, the company ran a multivariate test, which led to a 62% increase in test-drive requests.
- Let that Photo Swirl and Twirl in 360 Degrees
With 360-degree photography, you can increase the usability of your website. Your customers can readily interact with the products they intend to purchase right on their mobiles or computers. They can pan, zoom in, and change colors to help them easily make their final buying decision.
Here are the other benefits of 360-degree photography for your product images:
- The customers want it – according to the “What Shoppers Want” study conducted by Adobe, 91% of heavy shoppers demand for 360-degree photography.
- The customers feel more confident about their purchases – customers are less likely to question their decision to buy the products they bought. Because they can spin it, zoom it in or out, see its colors and all its other features closely, they get a “lifelike” feel of what they are buying.
This instills confidence and makes your customers feel more comfortable spending MORE while at your online store.
- Significantly decreases returns and exchanges – because customers are more informed about their purchases, they know what to expect when the product arrives at their door. Thus, your exchange and return rates will dramatically drop.
- It can boost your conversion rates – the folks at DueMaternity saw a 27% increase in their conversions from products featuring a 360-degree view, compared to other products with two-dimensional images.
Golfsmith.com also reported that rotating product images resulted to 10% to 40% increase in their conversion rates.
- Customer satisfaction is improved – because they had a full view of what they bought, the customers won’t be surprised when the product comes, and would be satisfied with their purchase. After all, the product was just what they ordered.
- Provides a more professional, streamlined and high quality look to your website – let’s face it, rotating photos look so much cooler.
- The rotating images can truly say more than product descriptions could – with 360 degree photos; you won’t have to describe the colors, and the minute details of the products.
If your website is WordPress based, the 360 Product Viewer plugin is an excellent option.
- Place the Call to Action Prominently
Your call to action buttons should jump out at the online shopper and strongly urge them to DO the next step – BUY NOW. Just take a look at one of my favourite designed site Cult Pens. Their buy now button is large, and stands out very well on the page.
Remember that online shoppers have low attention spans, so make your call to action as eye-catching as possible so the buyer knows what the next step is. There are no clear answers as to which buttons work best, mainly because each store is different from the next, so it is very important to test combinations of button size, wording, color and placement to find the most effective for your site.
The rule of thumb is: if it doesn’t clearly stand out on your product page, it has to be improved.
- Trust Badges Work, Trust Me
Although your customer has already decided to buy one of your products, there is still a chance that they will change their mind. So nudge the reassurance a bit more before they go into the “all-important” checkout page.
With security badges, HTTPS, customer service numbers, SSL certificates and social proof from previous customers you can reduce customer anxiety.
Combine trust signals and social proof on your product pages. This way, your customers will be reassured that they, and their details, are in safe hands.
The KitchenwareDirect site is an excellent example; see how they displayed all these alongside the call to actions in their products.
Also, a UK-based online watch retailer called Express Watches saw a whopping 107% increase in sales after adding “Seiko Authorized Dealer Site” to their product pages.
- Compel The Customer To Take Action With Scarcity
A scientific study involving both humans and monkeys show how we hate to miss out on things that are about to disappear. We become irrational with the fear of loss, and tend to pay more for things that are about to go scarce. This is why scarcity and urgency are powerful marketer’s tools.
This is apparent in airline ticket sales. To urge their customers to BUY NOW, airlines indicate the last number of seats available.
Use the “last day offer” tactic, or the “last 2 hour on free shipping” technique, or even the “last 2 items on stock” method.
Take note that there are two types of urgency: real and implied.
Real urgency is when you really only have a limited number of the product in stock. On the other hand, implied urgency is when you say, “Promo is valid while stocks last”. This evokes a sense of urgency even when there actually is none.
Both types are effective, nonetheless, and when used carefully, can increase your conversions significantly.
- Display Product Reviews Prominently, Both Good and Bad
It’s not only you who desires outside approval; it’s human nature and it’s called “interloper effect”. We are programmed to think that third-party judgments are trustworthy, hence, we value the perception and feedback of others.
In fact, according to an iPerceptions study in 2011, 63% of customers are more likely to purchase from a website that has product ratings and reviews.
So where do you display the reviews? This is where A/B testing can work its wonders. But no matter what the results are, your reviews should be displayed prominently. You can also implement them using rich snippet review markups which help in displaying your products more prominently in Google results. This will result in increasing your traffic and CTR.
When you incorporate customer reviews into your product pages, you can also reap the benefits brought about by long tail SEO traffic as well as traffic from people searching for “product name ratings” or “product name + reviews”, and we know that this kind of traffic are on the higher spectrum of converting traffic.
But what about negative reviews? Yes, you might be worried about showing bad reviews to your customers. But here’s why you shouldn’t be:
According to a Reevoo study, having bad reviews in your product pages can actually increase your conversions by 67%. You say, what??? How is that even possible?
The study shows that 68% of online shoppers trust a website’s reviews more when they see bad reviews along with good reviews. After all, is there any perfect product in this world that has no cons or downsides at all? I know from my own experience, if I see a product with ONLY 5 star reviews i’ll have the thought in the back of my mind “are these all just fake?”
The key is in showing a nice balance of good reviews and a few bad reviews. This way, your visitors know that you are a genuine seller selling genuine products.
- Videos Jazz Up Your Product Pages
A demo video can highlight the features of your product more than just a photo, even a rotating photo. Because your customer can’t feel or touch your product, a nicely produced video that showcases the product increases the brand or product recall. This is especially true when you are selling complicated products.
Zappos, for example, reported a significant increase in their sales (up to 30%) when they started using demo videos on their product pages. InternetRetailer showed how Stacks and Stacks, a houseware e-tailer, have increased the buying potential to 144% when they added videos on their product pages.
- Live Chat Works, Too, Very Much So
Your FAQ page can only do so much. And your email support helps a bit, too. But nothing beats live chat in terms of customer satisfaction. Investing in a live chat feature will significantly enhance the customer’s experience on your site.
This is backed by a BoldChat report, Live Chat Effectiveness 2012, stating that 65% of US-based online shoppers chose to buy from websites with live chat enabled.
The reason for this is the need for quick solution and answers, especially for online shoppers who are always on the go. In the same BoldChat report, it was found that 46% of those who choose live chat did so because it was the most efficient method of communication, while 79% said that they chose it because they needed to get quick answers to their questions.
- Higher Revenue for Faster Page Load Speed
Amazon reported in 2006 that for every 0.01 second they speed up their site, they see an increase of 1% in their revenue. That means that for every 1 second lost in loading, the store could lose up to $1.6 billion in sales!
The best way is to highly consider functionality at the onset of building your site. Once you have a functional product page in place, complete with all the conversion rate increasing features, you can then strip out the excess weight and make the pages as lean as you can.
How fast should your page load? The ideal time is less than 2 seconds. If it gets to 4 seconds, don’t fret. There are hundreds of high-converting e-Commerce stores that takes 4 seconds to load. But if it’s more than that, start worrying about dropping conversions and begin reorganizing your content.
There are some excellent tips on this article on “How to Improve Your Page Load Speed by 70.39% in 45 Minutes”.
These 9 tricks are only the tip of the iceberg, but I hope that these tips give you ideas to experiment with and incorporate into your e-Commerce product page designs.
The key is in finding what works for you, because yes, what worked for me might not work for you, the things that worked for you may not work for another business owner. As always, test and test again against your benchmarks until you get the right mix.