Estimated reading time: 8 minutes
Have you ever wondered how important building an eCommerce product page is? When businesses invest in online marketing, the ultimate goal is to draw potential buyers to either their brick-and-mortar stores or eCommerce sites where they can make purchases. With increasingly easier access to the internet and associated devices, growing digitization, and the popularity of online transactions, the number of online buyers just keeps climbing.
The value of global e-retail sales grew to over $4.2 billion in 2020 and is predicted to reach over $6 billion by 2024. This makes developing a good eCommerce platform essential to any viable online marketing strategy. By you need to think about more than just the landing page, each product page must be carefully constructed to deliver a good user experience that will lead to conversion. Let’s look at the steps needed to build a competitive and profitable eCommerce product page.
Provide Clear And Concise Visuals
A Microsoft study found that the human attention span has dropped to a mere 8 seconds. That is all it takes to become distracted and move on. Hence the need for visuals that can help to capture and hold attention. Written content that is paired with quality visuals can increase retention by as much as 65% and offer further opportunities for conversion.
Because your online visitor does not get to physically hold and examine the product as they would if they were in a local brick-and-mortar store, you will also need to provide clear and comprehensive imagery that lets them visually confirm it is what they want.
Some Features To Incorporate Include:
- High-resolution and size-optimized images
- Multiple images showcasing the product from multiple angles
- Zooming capability so online users can take a closer look
Write Succinct Product Descriptions
Product descriptions are a very powerful tool on eCommerce sites. They are what convey to the reader that this is exactly the product they are looking for. They can also be used to feature keywords that will help improve the product page’s ranking when online users search for such products.
Some Basic Details To Add Are:
- Features – This can include sizing, materials, place of origin, and so on. The range of basic information provided here will vary depending on the type of product and what shoppers are most interested in.
- Benefits – Giving prospective buyers information on what they can use the product for will also help make for faster conversion. Let them know in brief points what purpose the product can serve for them.
- FAQs – When you already provide answers to commonly asked questions about the product you can reduce customer support inquiries and allow the potential buyer to make up their mind faster.
As already said, people have short attention spans. Hence the need to be clear and concise in your descriptions. Your copy should be brief but add value to every word you include. This will encourage the viewer to read through so they can make an informed buying decision.
The writing style should also be in keeping with the product type and targeted buyer. For instance, you will find that the language used for tech products is more serious and to the point, focusing on specifications. Women’s fashion brands will however tend to be more whimsical and descriptive to entice a purchase.
A survey by Car and Driver found that the key considerations for those that bought Tesla vehicles were performance, styling, acceleration, build quality, and that the brand was new and unique. When you look at the car maker’s eCommerce site, you will find all that information is displayed right from the start. By focusing on the details that are most relevant to potential buyers, their product pages helped spur buyers to make their purchasing decision.
Add Captivating Video To Your Product Page
While images do help to draw and retain the attention of online shoppers, videos can add more value. One of the key concerns online shoppers have is that the items they buy may not match the visuals they saw. Even with a detailed product description and pictures from many angles, doubt often runs high.
Many consumers are driven to convert by informative videos that can better showcase products and how they can be used. Research has also shown that 72% of online shoppers do prefer learning about products or services through video content.
These Videos Can Take Various Forms Including:
- Product demonstrations
- How-To videos
- Product line videos
- Comparison videos
- Explainer videos
It is also beneficial to include user-generated video content due to the higher level of trust they can build. It is also highly affordable video content as it is usually developed by contributors who share it freely. This can be added to the slideshow of product images or as part of client reviews or ratings. They often take the form of unboxing experiences or testimonials. Getting to hear the opinion of other shoppers as they handle the product gives potential buyers more confidence in their purchasing decision.
Shoppable videos are another interesting option that can be used through other channels like social media to secure sales. These are interactive videos that allow viewers to engage with the content to view product details and even click on them to add to the cart. The videos have embedded links that enable viewers to buy products without leaving the video or channel.
British luxury clothing retailer, Ted Baker, has made shoppable videos an integral part of its online marketing strategy these past few years. The high-quality productions have been used across their web and social channels to great effect. An early adopter of new technologies, Ted Baker has reported multiple benefits from the popularity of the videos including growth in sales, boosted engagement, and increased traffic to its site.
Display Call-To-Action Buttons Prominently
A key component of any eCommerce product page is the call-to-action button that brings your potential customer a step closer to conversion. It needs to be prominently displayed and use easily recognizable terms that will quickly prompt the person to click on it. Popular options include:
- Add To Cart
- Get It Now
- Buy Now
The choice of wording may vary depending on the language used by the viewer or the norms of their country when it comes to online shopping. For instance, on its US platform, Amazon uses a CTA button labeled “Add to Cart”, whereas, on its UK platform, they use “Add to Basket“.
The button should be framed and use coloring that will stimulate the viewer to click. To draw the eye, the color choice will need, however, to contrast with the overall page color scheme, but not shockingly so. Keep its design consistent across your product pages in terms of both design and positioning so viewers can instinctively know where to find them when making multiple purchases.
To further boost sales, it makes sense to introduce features on your eCommerce product pages that cross and upsell. You will likely have seen this displayed on the sides or bottom of the page. These could be products you have viewed before, what other customers have bought alongside the product you are looking at, or a discount deal if you add the recommended product to your cart.
This feature can be especially helpful in industries like fashion. Businesses can market entire outfits made up of different pieces. Many brands use product images of clothing on models. Instead of just having the customer consider the jacket they were searching for, they are asked if they want the whole look, with links to the other pieces indicated elsewhere on the page.
Online fashion boutique, Little Soho, does a variation of this with its eCommerce site, as does St. Louis boutique Crimson Serpents Outpost. Once you arrive at the product page of the particular clothing item you are interested in, you get links to the rest of the outfit modeled below as a suggestion to “combine with”.
eCommerce is here to stay and no business can afford not to have a marketing strategy that incorporates it. Building an effective eCommerce product page that will encourage online visitors to purchase requires a considered approach. This includes:
- Providing clear and concise visuals.
- Writing succinct product descriptions.
- Adding captivating videos to your product page.
- Prominently displaying call-to-action buttons.
- Promoting cross and up-selling.
Conversion requires that you include and test different features and tools on your product pages to arrive at a design that will work best in delivering a positive user experience. Once you have identified what elements work best for your brand, you can replicate and deploy this design across your various product offerings. We hope that the importance of building an eCommerce product page that converts shows its importance to your website.
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