Anyone who is running or who is planning on running an e-commerce website knows that product pages are the very essence of your business. Since you don’t have a real salesman in your online store, product pages are basically the major driving force behind user conversion, so it is up to you to decide how you are going to create a convincing page.
Basically, you need to ensure that visitors get everything they need to become a paying customer. Here we will provide some useful tips on how to construct such a page, or what to avoid when designing such a page.
This is not really hard, since all you need to do is make sure the page is not confusing in any way, because that would most definitely drive the customer away. In other words, your “Proceed to checkout” or “Add to cart” buttons need to be clearly visible.
The visitors have already adapted to this standard, and can immediately locate them, as long as you stick to the current web design trends that are used for most other online stores. In other words, do not try to be innovative in this area, because it may turn out to be a big mistake.
Quality product photos
Considering that you don’t have a physical representation of the product in your online store, you should ensure the images of the product are high quality. Meaning that you will need a high definition camera and you might need to do some photo editing afterwards to make the images even more alluring.
Remember that you need to take photos of your product from different angles and that all of the main features and its condition should be visible. You would also benefit if there is a video of a product that describes its uses and that serves as a sort of tutorial.
Remove unnecessary elements
In many cases you may be uncertain which element is the most important for driving sales on your page, and as a result, you end up keeping all of the elements, which only ends up cluttering the product page.
If you are unsure about these things, it is far better to do some A/B split testing to see how your page performs better, so that you can know which web design option to go with. Remember that when it comes to sales, simplicity is always a better solution, and including numerous elements on the page simply diverts the attention of the user from his or her goal.
You need to rely on a responsive web design if you are to generate a larger number of satisfied users. This practically means your website should open or load fast on all of the devices, both big and small screen. The speed of the website and its responsiveness can depend on code complexity, theme and plugins you are using, as well as from the hosting provider.
So, you will need a competent web design team and good web building tools, as well as a reliable theme that is fast and that is premade for ecommerce websites. You should also check if your hosting provider offers a quality service and if there are other online stores that rely on them – if no one can vouch for their competence, simply switch to the provider that can meet your demands.
This does not imply that you should solely focus on using the precise adjectives in the product description section. It means that you should use this opportunity to address some of the main questions your customers could have about the product in question.
So, write down the available sizes and colours, mention the time frame of your warranty and your return policy, as well as the necessary shipping details. Customers who live overseas would definitely want to know when to expect their product and whether there is a possibility of speeding up the process.
You should also use this section for optimizing your product to be more visible to search engines. So, you need to think about the keywords you want to rank for and include them in the description.
You should consult your SEO agency or use a keyword analysis tool to find the best keywords for your product, so that you can have a better chance to rank higher. Lastly, you need to mention some special details that are product-related and that users should definitely know prior to purchase.
As long as you follow these steps, your product pages should look great and will have a better chance of incentivizing sales. As far as the web design itself is concerned, it depends on the theme of your product and on your core audience, as design elements should reflect those traits and ensure the potential buyer that they have come to the right place.