It’s no news that the product pages are some of the most viewed pages of your site. To be effective the visitors have to be able to easily find them, so they should be logically installed within the page flow.
The main purpose of the product page is to provide the user with enough information, so they add the item to cart to check out. In today’s post I’d like to share the most popular/useful features and where those should be found on the product page.
1. Great Product Images are a must! One of the most important elements are the product images. Make sure you have a variety of product pictures. The product pictures should be taken from different angles, so the user can clearly see the item.
Product pictures should be clear shots of the merchandise, helping potential buyers to make a buying decision. The more detail you can show via picture the better.
For example, if you are selling purses make sure to demonstrate how the purse would look like in relation to a person holding it on a forearm or over the shoulder. Allow to zoom on details, such as patterns, locks, or material texture.
Showcase any specific details, such as interior materials, pockets, hardware, etc.
In a secondary picture feed, include images shared by actual buyers who might have submitted those via Instagram or Twitter. Potential buyers would like to see how a real person styled or used the product.
Your product image should take up about 50% of your product page and be located above the fold. When a user is not able to touch your merchandise, how they can do that in a brick and mortar store, they have to be able to see as much detail or the item as possible. Large, clear product images are really important to the success of your product page.
2. Product Name and SKU, Include the product name and the SKU number at the top of the page opposite the product image. If a user calls in to place an order or has a question, they can easily spot the name and your product information to get more information.
3. Add a short and concise product description. It’s custom to add a short product description highlighting the main points right below the product name. This is not the place where you go into much detail about the merchandise or provide care details, save the more in depth information for below the fold.
4. Price should be clearly displayed on the opposite side of the product image as well. Allow users to select the quantity, size, color, as applicable to the merchandise you are offering. Also, disclose any additional fees and shipping cost. Hidden fees were cited as the main reason why people abandoned their carts! Make sure that all fees are clearly disclosed and indicate if free shipping applies to the product.
5. Show off any star ratings the product received from buyers. Typically just use the star rating. The place for actual reviews would be below the fold. Ideally, place a tab that’s called “Reviews”, so potential buyers can easily access this section, if they require more research.
6. Include social signals and allow people to share the product images on social media platforms.
7. Create a clear call to action button that is prominently placed on the page. It’s always a good idea to A/B Split test the site with different call to action buttons that include either different text, colors or placement. This is a step you definitely want to take when you are starting out a new business or if you are trying to optimize all the details of your site. Make sure that the CTA is not blending with the site and is easily recognizable by users.
As you see the above the fold area doesn’t include a lot of text. You are working with a lot of white space and are putting the focus around the product and the action you’d like the user to take.
Chances are the visitor has conducted some research about the product they want to buy, so you don’t want to distract them with additional information.
Your space below the fold is where you would house the supplemental information such as detailed product description, care information, tips and advice, videos about the product, installation videos, how-tos, etc. You can also add the product reviews and any additional information you deem useful. Use this area to suggest other items that could be purchased complementary to the merchandise already selected.
Remember, that the purpose of the product page is to entice the customer to take action and convert. they are supposed to add an item to cart and complete a transaction. Declutter the above the fold space. Just because there is plenty of room, doesn’t mean you should pack it with text and symbols. Focus on the product images and the call to action and make them the most important elements of this page. You want to make it very easy for the visitor to click on the “add to cart” button.
If a user is interested in additional information they can always scroll the page, but they will not do that to search for the CTA button to add the item to the cart.
Some of the most successful online retailers are using this product page strategy that leads to increased sales. Check out the sites of Nordstrom, Sephora of HomeDepot. You can organize your product pages the same way to increase your sales.
Do you have more questions? Feel free to send me an email at firstname.lastname@example.org