How To Optimize eCommerce Product Pages
Online shopping is becoming increasingly popular amongst consumers. The eCommerce sector is booming, and will only continue to grow.
A study by eMarketer revealed that in 2016, total global eCommerce retail sales reached $22.049 trillion, which was a six percent increase from the prior year. In 2020, those numbers will climb to $27 trillion.
To stay competitive in the eCommerce space, your business needs to make shopping as convenient as possible. This means designing your online store so that it’s easy to find, navigate, and purchase from – both on desktop and mobile.
When customers sift through your categories, they land on your individual product pages before making a purchase. Since these pages are the final step in persuading customers to buy something, it’s important that they are visually appealing, provide useful information, offer customer reviews, and answer all the last-minute questions customers may have.
Here are seven tips you can use to improve your eCommerce product pages and persuade customers to stay loyal to your business.
1. Add More Copy For Users & For SEO
One of the biggest ranking factors for Google is the content of the page. While it’s possible to rank with only a few words of unique content on a page – it’s way easier if you’re producing unique text content to go along with your (hopefully) unique product photography.
This product page content must be original and useful. You can’t just copy and paste information from a product manufacturer’s website, because Google won’t give you much credit for using duplicate content that already exists on the web. But, by writing your own copy for your product pages, you can rank higher on the results page of customers search queries.
To make the copy easily digestible for your customers, break it up into useful sections such as a general description of the product, sizing information, functionality, and manufacturing details. That way, customers can simply scan it and find out exactly what information they need before purchasing.
As an example, take a look at Bed Bath & Beyond’s description for a reversible comforter set. The company includes a full description of how the comforter looks, what comes with it, what it’s made of, how long and wide it is, and that it’s machine washable — all in an easy-to-read list.
2. Show Your Color Options
If your product comes in different colors, customers should be able to pick and choose different options with ease. Place the color options right next to the product, and then make sure the color changes on the photo when customers click it.
For example, David’s Bridal allows customers to choose a number of different colors that pop up on the product when clicked. For an even better customer experience, make sure that your size & color availability automatically update when the other field is selected. There’s no sense letting users click on orange if you’re out of that color in the size that they’ve selected.
3. Include Photo Tools
One photo will rarely suffice for a product page. Along with placing multiple photos, you have to give customers the option to zoom in on these photos and look at products in different ways. Since they can’t see the product in person, they need to feel like they have the power to see it in action and visualize how it will fit into their lives.
For some ideas, look at the Home Depot’s product page for this French door refrigerator. With one tool, customers can zoom in on the refrigerator from all sides to see what it looks like. Another tool gives them the chance to see a 360-degree view of it if the zoom isn’t enough.
4. Use Sizing Widgets
Customers need help visualizing how a product will look in their living and work spaces. If the product is clothing, they’ll want to see how it looks on them.
Always include photos that show the product from various angles, so that customers will have an accurate representation of the product when it arrives. You also need a sizing chart for clothing and shoes, and measurements for other products.
With its photos and description, Zappos perfectly demonstrates the size of this Dooney & Bourke purse. Along with the measurement information, they offer pictures of the purse from the front, back, and side, as well as what it looks like when it’s laid down on a flat table or carried by a person.
5. Include A Video
Video is a crucial part of any eCommerce marketing strategy. Customers are inundated with text and, when purchasing, often would rather see a product than read about it. This is true whether you’re talking about toggle bolts or buying an RV.
Sometimes, pictures are not enough, and customers need to see a video of the product in an eCommerce store. According to Hubspot and Hyperfine Media, 90% of users report that product videos are useful in the decision process.
Men and women want to know what clothing looks like on a model with their body type before they purchase. Customers want to be assured that they’ll know how to use a product prior to buying it. This is where videos come in handy.
Take a look at the Vitamix product page on Costco.com, which contains a product demonstration video, for inspiration. It’s short and gets to the point, so customers can decide right away if the product is right for them.
6. Answer Customers’ Questions Before They Ask Them
Along with knowing all about products and how they work, customers are curious about the logistics of buying from companies. For example, how does shipping work? How about returns? Are there reviews on this product that I can view?
The Daily Egg’s Sherice Jacobs calls these “trust signals.” These signals answer questions that customers have before they purchase. They eliminate any obstacles the customer may come across when deciding to buy.
On its product pages, Newegg.com includes shipping options, prices, and locations, an option to receive a price alert when a product goes on sale, whether or not the products are in stock, the return policy, and reviews from other customers. They answer the questions: How much does this cost to ship? Where does it ship from? Can you let me know when this is cheaper? How do other people like this product?
7. Include Similar Products Customers Viewed
Customers aren’t always interested in a certain product. However, they may want to see similar products that other customers have viewed and purchased. This is a classic marketing move – you need to appeal to your audience with content they want to see. Perhaps they’re not interested in this shirt, but they’re still in the target demographic for another shirt.
On your eCommerce product pages, list these similar products at the bottom. Take a look at this example, as seen on the women’s clothing section of JCPenney.com.
Modifying Your Product Pages Leads To Big Gains
Customers can buy nearly anything online these days, so why should they purchase from you? By giving them a great experience on your eCommerce product pages, customers will want to purchase from you time and time again. Making online shopping as expedient as possible is the key.