It’s no secret there are countless among us who have fallen victim to misleading product pages or photos. Whether it be a new pair of discounted yeezys that turn up as a small keychain or a prom dress delivered doll size, we’ve all been there.
As a brand owner, knowing how to accurately and effectively build eCommerce product detail pages that drive conversions and increase loyalty can make or break your customer experience and sales numbers. Clearly showcasing valuable product benefits is why 76% of shoppers rate these factors like product specifications, reviews, and images, as essential in guiding buying decisions. Knowing how to effectively optimize product page touchpoints is fundamental in boosting your brand experience.
Why are good eCommerce product pages essential?
Given customers can’t physically touch or see your products, the details, links, and imagery you portray online are often all they have to go off. These elements are some of the most influential variables in convincing a person to purchase from you over competitors.
Putting yourself in the customers’ shoes, they want to know exactly what the product is, what it’s made of, the physical dimensions, what others think of it, and finally whether or not it will meet their needs. Even if your product is far superior to competitors, it is nothing without the platform and crucial details to sell it. It’s no surprise that 98% of shoppers agree that incomplete or incorrect content on product detail pages has dissuaded them from completing a purchase in the past.
With an abundance of tasks to be completed, countless corporations seriously overlook or lack the knowledge to create product pages that drive conversions rather than simply looking pretty in place. As a result, let’s dive into some tips and insights for building the best product pages that drive sales.
Never cut corners when it comes to the imagery on product detail pages. High-quality photos and videos should help customers feel like they can interact with the product in real life. Given most buying decisions are emotionally based or influenced by sensory stimulation, tapping into these innate human senses and desires through photos and videos will always prove beneficial for your online store.
Showcase a range of large to small photos that display your product in the best possible light. Think about how the image will be displayed on the site, which colors fit best, and how it will appear on mobile. Display the largest detailed images front and center, with smaller shots alongside.
Product Information and On-page Copy
Clear, concise, and customer-centered on-page copy makes a world of difference in helping customers relate and dissect what they are buying. When creating compelling product descriptions and names, balance descriptiveness with actual benefits that speak directly to customer desires, pain points, and questions. Product descriptions and names should mirror real organic search words while remaining clear and free of specialized industry jargon. Always speak the language of a customer in presenting the defining characteristics and variations of a product.
Present benefits in a way that leaves no room to question the appeal or utility of the product. Given every word should carry meaning or contribute to the page ranking, make sure to review and rid your product pages and descriptions of any unnecessary jargon that detracts customers from the essential information.
Structure, Navigation, & Flow
Once you have the proper imagery and copy, next comes deciding on the structure, flow, and navigation of on-page product page elements. Strategically place and optimize imagery and copy so that customers naturally flow from the product to the checkout page with the least amount of effort and clicks. Be conscious of the potential hurdles you place in front of users looking for something on your site.
Your navigation should reflect customer priorities, with the most accessible material being the most sought after. Although the decision on a final purchase depends on the customer, you’ll want to do all in your power to help them arrive at that destination. Given this on-page customer experience incorporates diverse touchpoints, organizing them using a sitemap or flowchart that can help to eliminate unnecessary or detracting elements. Afterwhich, monitor, report, and adjust the flow as necessary.
After mapping out the structure, navigation, and flow of product pages, add the necessary technical elements that prepare customers to convert. Product comparisons, cross-sells, trust badges, customer reviews, and the ability to chat online with a customer service representative or a chatbot are all indispensable components that help customers overcome potential hesitancies or objections.
Now more than ever, reliable Social Proof that increases trust on product detail pages is what drives conversions. Whether it be in the form of product reviews, celebrity endorsements, customer photos, or product ratings, authentically frame your product in the best possible social light. Social proof helps customers feel at ease with making a purchase that other real consumers have happily made. It’s always easier for a customer to checkout knowing that others trust your product, especially when it supports all the good things you have to say about it.
Conversion elements of a product page should present a compelling case for customers to purchase the item right at that specific moment, rather than shopping around for an alternative after the fact. Elements like calls-to-action, limited-time discounts, and low-inventory sales give customers that extra nudge to make a purchase.
Don’t hesitate when asking customers to make a purchase. Clearly displaying benefits, optimizing the shopping experience, and answering their questions is more than enough reason to ask for the sale. A call-to-action (CTA) should be direct and purposeful, with no room for doubt left in a customer’s mind. It never hurts to include a promotional offer or special discount into a call-to-action.
The eCommerce landscape is all about free and fast, which means that customers will often expect the same, especially when it comes to shipping and logistics. Be clear and upfront about shipping costs and details. You never want a hidden shipping fee to ruin a conversion at the last minute. Provide a few reasonable shipping options, expected date-of-delivery, and detailed tracking notifications so that customers are always in the loop.
While many of the tasks to optimize and improve product detail pages that drive conversions involve digital design and marketing competencies, managing the logistics tied to product pages demands a great detail of time and specialized effort. If you are struggling or have outgrown the capacity to manage or maintain logistical and supply elements of your eCommerce operation, Drive Fulfillment has you covered.
Naturally, the more cost-effective and efficient your product detail pages and supply chain management solutions are, the happier you and your customers will be. Relying on simplicity, sharp imagery, optimized copy, correct pricing, seamless navigation fueled by social proof is a recipe for success.
At Drive Fulfillment, we believe that no two customers are the same, and neither should their fulfillment process. As a result, we build customized solutions optimized for your business, no matter the size. For more information regarding tours, pricing, shipping capabilities, or explore 6 Benefits of Outsourcing eCommerce Store Fulfillment, contact us, or visit the Drive Fulfillment blog today.