According to Google statistics, 85% of shoppers said that product descriptions and images are crucial when deciding which retailer to choose. You may lose potential customers if you provide low-quality product pages that don’t effectively showcase the benefits of your goods.
Template solutions for web pages may seem simple and affordable, but they often lack customization and responsiveness. Without these, you won’t be able to effectively convey the uniqueness of your product and how it helps users solve their problems.
Good news: there is a way to create effective eCommerce product pages. In this article, we summarized the essential findings and tips about what a product page is, its importance, best practices, and examples. Let’s get started.
Key points
What is a product page?
In eCommerce, a product page’s meaning stands for a website’s page that represents information about the product’s features, such as price, images, sizes, availability, etc. It allows users to get insights about the item, understand its features, and how it can help to solve their problems. Moreover, it’s also a call to action for a potential customer to complete a purchase. Let’s find out more about why a quality product page is essential for your conversion and revenue.
Why is eCommerce product page design important?
The CSA’s case study indicates that 81% of consumers research the product’s details online before making a decision. The product page should not only provide the user with information about a particular feature, but offer a great UI, present its UTP, and more. All the webpage’s elements have to lead the potential consumer to the purchase and provide proper information. Here are essential reasons for you to pay more attention to your product pages:
- Conversion. The more optimized your pages are, the higher conversion you will get. As a result, more users can view your website and make a purchase. For sample, product pages’ conversion is 7%, while homepages got 2.5%.
- Brand Awareness. A uniquely developed design will help your business to remain recognizable among competitors. It can’t be achieved with template solutions that aren’t able to reflect the benefits of your products.
- Customer Loyalty. Every line has to provide detailed and accurate information you provide, the greater the chance the user will place an order. Moreover, a clear description of the goods will save consumers from surprises and you from returns.
If you want to learn more about custom eCommerce website design and its importance, read this article from our blog that contains all the answers.
eCommerce product page 6 best practices to boost conversions
Well-made PDPs have an impact on your conversion and sales. To provide a better experience for your users and get more revenue. Let’s review six best practices to follow.
Use high-quality images
As Trent Kennelly, a marketing strategist noted, you have to consider two main points about the images: quality and quantity. You have to draw attention and, at the same time, provide the necessary info with every photo. For example, you can add a possibility to zoom the thumbnail to observe the smallest detail as if the product is right in front of the users. Ensure that alt tags include keywords for SEO ranking.
Create thrilling CTA
We are talking about CTA buttons that users see when scrolling the product page. Consider a few key recommendations: the CTA buttons have to be clear and visible, and the button’s color helps it stand out and is appropriate for your audience. Remember that it is about converting leads, so the text has to be short and convincing.
Attach the reviews
This practice is about the feedback from previous customers building user loyalty and trust. Moreover, 90% of them are convinced that reviews matter more than other product information. When searching for any goods, users tend to filter the ranking as well, looking for the items with the best rating.
Stay mobile-friendly
As for 2022, mobile got 58.99% of all the traffic worldwide. Therefore, to reach more potential customers, you have to focus on the mobile version as well as on the desktop. It also has an impact on your ranking:
- people who experienced an unoptimized web page are more likely to abandon the site;
- unoptimized web sites don’t get a high ranking in search engines.
Create a killing description
The Harris Poll’s research indicates that 82% of consumers consider the description for making a final decision. Your text has to provide moving associations, include effective keywords for SEO, grow the customers’ trust, and present the item’s benefits. Keep in mind every aspect, from the headline to the emotional component of your description.
Provide clear FAQs, Payment, and Return Policies
Ensure the page has links to your policy, payment, and rules, so the user can familiarize themselves with the details before placing an order. As for FAQs, they have to provide concise answers to the main questions from customers. Identify the most common requests and write answers right on the product page.
Product page optimization: key moments
SEO optimization is a challenging task that requires knowledge of algorithms, site analysis, how to create a semantic core and choose the keywords for content, and much more. Sounds too complex? We will provide essential tips on how to get more organic traffic with a single PDP:
- SEO. Use the convenient services to select the keywords and phrases that rank highest in the search.
- Uniqueness. Ensure that the content you provide is unique since Google will not allow a copy-paste.
- Title and description. They have to be eye-catching and client-based to get the customer’s attention.
- Optimization. Using high-quality images and creating a wide category is a good point, but you have to ensure it doesn’t slow down the loading time. Remember that 40% of users will quit a website that downloads more than three seconds.
Would you like to learn more about Soloway’s solutions for eCommerce business? Check our study cases via the link.
4 eCommerce Product Page Examples
Now, we will look at the examples of high-quality PDPs and analyze in detail which elements work best and why.
H&M
The first thing we notice is a minimalistic design and clear, big images. The right side of the images tells the product’s name, price, possible designs, a link to reviews, and the option to choose a size. Also, to reduce the number of scrolls and friction on the page, two buttons at the bottom open the details and a full description of the item in the same window. The user is also able to go to the categories listing by clicking on the proper link at the top of the page.
Forever 21
This product page provides all the best practices, such as they have in total six pictures of the dress, representing it well. Still, let’s focus on interactions with the user. The button on the left lists all the categories of Cookies, the reviews are stored on the same page, so the user can see them just by scrolling down. Also, the “Get help” button is perfect for customers to get a quick conversation with the manager right away.
Vans
With this example, let’s consider the social proof practice for product pages. It increases user loyalty and brand trust. A large part of a page is devoted to reviews, there are also the most liked positive feedback and negative in addition to the general list of reviews.
Fossil
The following product page demonstrates the practice of using comparisons of different items. Thus, when a potential consumer reviews the actual characteristics and a particular product doesn’t suit them, they will be able to purchase another wallet that meets their expectations.
Also, there is a great example of communication with customers that works as a social proof as well — the brand displays answers to the users’ questions right on the page.
Wrapping up
According to the statistics, eCommerce revenue will reach 1.5 trillion dollars by 2027. To grow up and stay competitive, you have to follow trends and provide the best user shopping experience with your website. Product pages are a part of the mechanism that works for your digital business, generates profit, and influences brand awareness, and further development.
If you are looking for an eCommerce solution that matches your needs for 100%, you are on the right way. Soloway offers a full range of development services: you are able to get an analysis of your current website and ways to improve it, boost conversion and attract more customers with a unique, not static design. Fill up the form and let’s start our collaboration!
