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Designing an eCommerce product page is as crucial as designing a website. Good and impressive product page plays a crucial role in the growth and success of any eCommerce website. It is your product page where a customer decides to purchase or not. Don’t get overwhelmed by the fact that a customer has landed on your website and clicked on a product. A visitor is not converted into a customer until he buys anything from your website. It won’t be incorrect to say that the product page is the final step before shoppers decide to purchase. So, how can you design your product pages to facilitate and encourage those final all important clicks?
Below is a list of eCommerce product page best practices that help you design a great product page. These are the secrets to get improved eCommerce product pages. Consider these as essential features and must try things on your eCommerce product page.
Clear Call to Action Buttons :
Your call to action buttons should be prominent enough to get noticed. Adding a clear call-to-action button for buying the product is crucial. You can experiment with the text as they may have different results. For example, you could try “add to cart”, “buy now”, or “purchase now” and see if it makes any difference to your conversation rate. You can also add ‘add to wish list’ button for buyers who takes time to make a purchase decision.
User Reviews :
If your eCommerce product page doesn’t have a user review section, then it must be your high priority to add one. Reviews are a great sales drivers for your eCommerce store. In a study it was revealed that 61% of customers read user reviews before making a purchase decision. Whereas 63% of customers are more likely to make a purchase from a website which has user reviews. You must understand that there is a positive correlation between user reviews and conversion.
Product Images :
The better your product images are, the better will your sales figures be. Unlike offline shopping where a customer could feel and touch the product before making a purchase decision, online shopping is more of a visual experience. Online shoppers can not hold or feel the item. So it is very crucial that you must display images that accurately represent your products and that reassure customers of their quality. Include several images with lots of different views from different angles. 360 degree view is a popular trend these days where a customer gets to see a 360 degree view of the product. Don’t forget to include hover over zoom feature.
Product Page Copy Writing :
The description that you write to describe your product should be reader friendly and should sound like a sales copy instead of plain manufacturer description. The description will allow the visitor to decide if the product meets their expectations or not. Try to be as realistic as possible. Write description in a format and not just plain text. The product description may include bullet points, headings and subheadings. Instead of explaining what the product is all about, you should concentrate more on explaining visitor what the product can do for them: how it will make their life easier, what problem it will solve, etc. Product page is also a great place to up sell and cross sell, so don’t feel reluctant to suggest them other products or articles to complement the product they are viewing.
Website load time is a major contributor to cart abandonment. Your product pages must load quickly to keep your visitors engaged. Consider re-sizing your images for different screen sizes and if possible make your website responsive so all these issues are addressed automatically. Another way you can ensure a faster load time is by reducing & moving your scripts at the end of HTML template.