How to build a great eCommerce product page
The magic of that first impression
How many times have you heard how important it is to make a good first impression during a job interview or on a first date?
Guess what? The same importance applies to eCommerce product pages! And it’s even worse because you may be lucky enough to get a second chance and explain that you had a bad day to the recruiter or your date, but online shoppers – they have no mercy! If they are unable to find what they are looking for and you will not encourage them to take that next important step on your product page, they will simply leave and many of them will never come back.
Of course, you can and you should use retargeting to lure them back and address their needs with a relevant message, but if the quality of your product page is too poor it may not really help you anyway.
Why a product page is important for your business?
Here are 3 main reasons why a product page is so important for your business:
- Many users will arrive directly to the product page without even seeing your homepage (If your product pages will be well indexed by Google, it can happen more often than you think!)
- Many times the product pages are used as landing pages for product PPC campaigns, e.g. in Google Ads or in Facebook Ads.
- Even if the user goes to the homepage first, it is on the product page that they will often make the decision to add a product to the basket
There are of course exceptions to this rule and some businesses may run just fine with users visiting mostly homepages and listing pages (e.g. well known grocery e-shops).
But If your product is not yet well known, or you need to differentiate from your competitors by presenting your own unique selling points -a well prepared product page is simply a must for you.
Must-have features of a perfect eCommerce product page
- Main packshot
A main packshot image is a must for every eCommerce product. Users do not trust websites where the products have no images. Just think about it: Would you ever buy a product in an offline store without seeing it first? No one wants to buy a cat in a bag. One picture, however, may tell you more than a thousand words and the user will immediately know if that is what he or she is looking for.
- Images gallery
So the main packshot is a must-have, but your conversion rate may be higher if you implement secondary pictures as well. . Implementing additional images and showing products from different angles, while presenting specific product features or functions of the product in use is also good practice.
- Rich media
Here’s an additional tip : Some interactive features such as zooming or a 360 degree view may be an excellent idea to improve the user experience even more. You may also include a product video in the main images gallery.
- Title with keywords
A product should have a title – everyone knows that. But even if it seems obvious, website owners often forget to use the main product keywords in the title. The main keywords are important from an SEO perspective but they should also be clearly visible on the listing page to help users find what they really need.
- Price & CTA button
The price should be clearly visible above the fold. You can also use different colors or badges for promotional offers.
When preparing your shopping feed for Google Ads campaigns, the best practice is to automatically update your feed with current prices – Google may block your ads if the prices on the website and in ads do not match.
Another element that is often placed next to the price is a clear CTA button. Make sure people know how to easily navigate your site and add your product to the cart.
- Product features
This is not always possible but the best practice is to implement the main features of the product in bullet points above the fold. You can also add a more detailed product description below with additional graphic or video assets, but the key is to present briefly what’s really a key selling point for your product to all the users even if they do not decide to scroll down.
If your customers are satisfied with your product, implementing the rating & reviews functionality on your eCommerce page may be the key to your success. It’s a perfect way to show that your clients not only trust you but they are also happy with the product and your service.
Depending on the solution you use for your ratings & reviews, you may be able to syndicate the information to your Google Ads and boost your CTR & conversion rate.
- Rich content
What is rich content for eCommerce? This is any kind of rich media assets or advanced product tours that are often implemented below the fold. By implementing it, you can significantly enhance the user experience and convince the website visitors that you are trustworthy. . Rich content is not only a key to success for technically advanced products but also for any product where you can demonstrate your unique approach, in-use ideas or even show satisfied customers video testimonials.
Last but not least: Mobile optimisation
Don’t forget about the mobile version of the product page!
Each year more and more users look for products and buy products online directly from mobile devices. Desktop computers are still an important device when looking for more technical information or product comparisons but more and more users these days are simply ready to purchase directly through mobile channels.
All of the product page features mentioned above can be implemented in the mobile version. You should of course optimize the page for a mobile experience- think about load speed and how users navigate on their phones. Remember that mobile website optimisation is very important for your Google score both in organic search engine traffic as well as for your ad campaigns.
Is it clear for you to know how you can improve your product page? Not sure what the next steps to take are in order to improve the user experience? Contact us. We will be glad to discuss about your business and the ways to improve it.