The product page is a window for a customer to interact with a company and to reach its products. Even after the tremendous growth of e-commerce technologies, many businesses still think more traffic to their product pages means more sales. The truth is that it only means you have done half the job well, i.e., attracting the customers to your page. Retaining them and persuading them to buy your product is the other half. Let’s see some of the practices that the best eCommerce product pages follow today to achieve this result.
Detailed product names
The product names must be comprehensive and include the maximum information about the product. More words mean more keywords when someone searches for the kind of product online. Also, the customer can easily make sure if it is the item they are looking for, which results in good customer experience. For instance, ‘JINO Cordless Rechargeable Electric Shaver/Trimmer/Clipper Waterproof for Beard Hair Sideburns White’ is a good name for an eCommerce product instead of a brief title like “electric shaver.”
Clear product description
A good product detail page provides a detailed description and complete specifications of the product, such as its size, color, features, functions, accessories, advantages, etc. Make sure not to use any jargon unless it is really necessary. Use simple, unambiguous terms instead, targeting the customer in the best possible way. Be precise and use bullet points to ensure higher customer engagement. Rambling will be a huge put-off. Additional information like the number of pieces in stock and options of buying similar products if the item is out of stock must be provided. Cleverly choose fonts depending on the type of the customer you seek to address. A customer assistance chat is a must to assist the clients in case they need more information in spite of what is said above.
Use media liberally
High-resolution, clear images are a must-have for almost any online product page today. The pictures of products must have enlargement options so that the buyer can examine them closely. Also, videos and 360-degree views wherever necessary are good to attract customers. International brands have even started using Augmented Reality (AR), which helps place the product picture against a backdrop of your interiors. The product image may be moved or rotated for a better perspective. This way, the customer can ‘try’ the product before purchasing. The more options you give, the better.
Layout that works
More information is better, but it also means more clutter. Providing all the relevant information and still avoiding clutter is an art. Get your product pages designed by experts if necessary. A simple, attractive, clutter-free, and user-friendly layout is the mark of a good product page. Speed is also a major factor. If your page loads slowly, the customers might lose interest. Encouraging social media sharing with the help of widgets next to the images will give leverage to your marketing as well.
Do not forget to include elements that create trust in the hearts of the customer for you and your ecommerce product. Include user reviews, social media posts, testimonials, feedback, and recommendations with the product. Any negative reviews must be studied and quickly responded to with due justifications. Certifications and accreditations for the product can also be included to improve customer trust.
Call to action (CTA) triggers
Elements that prompt the buyer to choose and buy a product must be clear and easily visible on a product page. CTA buttons such as ‘Buy now’ and ‘Add to cart’ must be placed strategically. An option to add an item to the list of Favorite Products can help increase sales as well. A sense of urgency may be created with ‘Limited time offers.’ Promos and other offers like ‘Money back guarantee,’ ‘First purchase discounts’ (especially for new customers), ‘Free shipping,’ and ‘Easy return’ policies can prompt the customer to buy a product faster.
Easy payment/ checkout options
All standard payment options like credit cards, COD, net banking, and e-wallets must be offered. The checkout process will be hassle-free, especially for overseas customers, is the price is displayed in their local language and local currency. Such customization increases the chances that a customer will end up buying the item on your product page.
A great deal of work is to be done to convert the traffic to your site into sales. Optimizing the product page by using the above steps can drastically change customer responses, and the best product pages are always the ones that hold fast to such practices.