Despite the growing popularity of online shopping amongst consumers, running an ecommerce business isn’t exactly a walk in the park. With numerous challenges, including rapidly increasing competition, entrepreneurs really have to know what they’re doing to ensure the success of their venture.
Fortunately, however, there are a few surefire ways to boost the chances of an ecommerce store hitting it off. And one of those methods includes making necessary design tweaks and best-practice checklists to optimize product pages for maximum conversions.
So, if you’re interested in conducting a review of your site’s product pages, the following are the top dos and don’ts for maximizing their efficiency.
DO: Invest in Aesthetics
One of the most efficient ways to improve the performance of your ecommerce product pages is to invest in an attractive design. The reason for this lies in consumer psychology or, more precisely, the aesthetic-usability effect.
In the simplest of terms, the aesthetic-usability effect refers to people’s tendency to perceive attractive products as more usable than their unattractive counterparts. That is, if you have a well-designed product page, web visitors will be more likely to perceive the products as good.
With this in mind, we can conclude that investing in product page design influences how potential buyers will think of the products themselves. For this reason, brands need to pick the best possible color scheme and layout, include high-quality images on their product pages, and invest in engaging formats like video.
Luckily, product page design doesn’t have to be complicated to be aesthetically appealing. One of the best examples of this comes from Net-a-Porter, whose minimalist aesthetic relies on monochrome color palettes, affluent negative space, and attractive product photos to get customers to buy.
DON’T: Sacrifice UX to Achieve a Look
You probably want to make your product pages the most beautiful they can be, but it’s essential to remember that UX trumps aesthetics. Especially in ecommerce.
So, before you publish any page, make sure you test it. You can use this checklist to ensure your product pages tick all the necessary boxes:
- Loads in under 3 seconds
- Offers a uniform experience on all devices
- Doesn’t include intrusive elements like recurring pop-ups that add no value to the customer
- Offers easy access to relevant information like Terms of Service policies
- Has attention-grabbing CTA buttons that drive conversions
DO: Be Transparent
In 2021, transparency is a must-have when running an ecommerce business. Not only do potential buyers want to see where products come from, but they want to know what they can expect from a brand.
With this in mind, it’s not a bad idea to examine the trust signals and transparency disclaimers your business could benefit from adding to your product pages.
For example, knowing that more and more people are turning to eco-conscious shopping, you should consider stating the origin of the materials used in your products. Jewelry brand SOKO, for example, does this by adding a Details section to its product pages, where it states the origin of each item.
Or, if you’re selling digital products, you can take inspiration from Spores, an NFT marketplace that includes a detailed 3-year roadmap for all of its potential customers to see. This doesn’t just manage current expectations but also instills trust in anyone still on the fence about investing in these types of assets.
DON’T: Forget to Include Social Proof
While we’re on the subject of managing consumer expectations, it’s also important for ecommerce business leaders to understand the value of social proof on ecommerce product pages.
Nowadays, 93% of consumers do online research before purchasing a product. So, it’s only logical that you should include testimonials and other trust signals on your pages.
In addition to the standard reviews and media mentions sections, it’s also not a bad idea to enlist user-generated content on your website. Not only will it provide the user-centric information buyers are usually after when shopping, but it will also prove that your existing customers stand behind their purchases.
Baronfig does this well on its product pages, with a “Designed with the community” section, which shows off the versatile ways its existing clients use the popular notebooks. Moreover, this part of the product page allows the company to state how it designs and improves products based on user feedback, making it even more appealing to users looking for the best possible notebook on the market.
DO: Offer On-Page Assistance
Did you know that as many as 68% of people are willing to pay more for a product if it comes with superior customer service? That’s right – consumers want seamless and efficient solutions to their online shopping needs. So, it’s only logical that brands need to reconsider the quality of assistance offered to their website visitors.
One easy solution is to add live chat and chatbot integrations to product pages. This action should, of course, ensure that buyers don’t have to jump through hoops to get in touch with a representative. But it’s also worth exploring alternative ways of offering assistance.
For example, something as simple as a FAQ section at the bottom of a product page can help potential customers get the information they’re after without even having to reach out. Or, you can take things even further and include a product comparison section, as done by Tile.
This feature eliminates the need for users to go through multiple pages or ask questions, yet it is relatively easy to implement. In other words, it’s a win-win solution for you and your audience.
DON’T: Tolerate Poorly Written Product Descriptions
Last but not least, to truly ensure the success of your ecommerce business, you’ll want to pay close attention to the way you describe your products.
Remember, product descriptions aren’t just meant to convince page visitors to make a purchase. But, they also play an integral part in SEO and audience reach. In other words, a well-written description definitely falls into the category of content marketing.
To ensure you’ve got the best text possible, make sure that it:
- Uses an optimal page title
- Is written in an easy-to-understand language without grammatical errors
- Makes use of heading styles and other formatting options to aid readability
- Describes products from a customer-oriented point of view
- Is only as long as it needs to be
- Combines well with visual elements, creating a cohesive impression of the product’s features and benefits
One of the best things about optimizing your product pages for higher conversion rates is that you don’t have to spend a lot of time and money doing it.
Sure, a redesign that improves the aesthetic appeal of your website can be of use. But, ultimately, you can get great results even from more affordable changes. So, if you’re looking to boost conversions, consider using better visuals, including practical information, and integrating customer-service solutions on your product pages, all of which will contribute to your target audience’s overall shopping experience.