Ecommerce Product Page Best Practices in 2021 with Examples
Did you know last year, the online shopping cart abandonment rate in North America alone was 74%? About 40% of shoppers drop items into their cart with the intent to purchase those items but don’t end up buying them.
Does that scenario sound familiar?
How many of your potential customers are leaving your website without making a purchase?
More importantly, why are they leaving your website without buying? One of the chief reasons for that could be, your product pages are not up to mark. Here’s a look at some ecommerce product page best practices for 2021 and how product data enrichment can improve your online sales.
Use prominent and clear images
Ever heard of the expression “a picture is worth a thousand words“?
The right feature image can capture complex and multiple ideas much more effectively than a verbal description.
In eCommerce product page best practices, images have a massive impact on the user’s experience. Your feature images must be:
- High resolution
- Eye-level shots (mid-to long-range)
- Perfectly centered
- Well lit
- Light or white background
- Download quickly
Use several images taken from various angles for every product or a 360-degree shot, so your visitors get each product’s overall look.
Here is an example of an excellent feature image with multiple images of the product from various angles.
Use a reliable product data enrichment service to help enhance and refurbish your product images and digital assets. They will also fix colors and shadows and ensure that every one of your pictures’ contrast and brightness is absolute perfection.
Images of your products in use by happy customers can act as social proof. They can also inspire and influence potential buyers. So, encourage your customers to share images of your products in use.
The more information you share about your products, the better your viewers will understand your products. As well as providing high-level information, it’s also critical to provide accurate information.
Approximately 22% of product returns are because the product received is different from the information provided on the website.
Some high-level and accurate information that you must include as a part of your product data management efforts are:
- Product title
- Features and components
- Customization options
Here is an example of a product page that provides all the high-level information needed by the customer. Information includes the benefits of the product and detailed specifications.
Use a product data enrichment service to cleanse your data of inaccuracies and inconsistencies. Product data enrichment specialists ensure your data is 100% accurate. You can prevent buying errors and reduce the number of product returns you have to deal with.
Provide a prominent call to action (CTA)
A call to action is a call to your viewers to complete a particular action. That action could be an “add to cart” or “buy now” icon – or any other action you want your viewers to complete. While a CTA might seem to be a mere icon, it’s a step closer toward a sale – or perhaps the final step your viewers take to purchase an item. So, it must be attractive and compelling.
Choose appropriate colors – different colors denote different things in various cultures. The color you choose should also stand out well against the other colors used on the page so that it grabs your viewer’s attention.
Choose your words carefully to capture the flavor of different regions.
Here’s an example of how Amazon uses two different CTAs for its UK and US audiences. Also, notice how the color of the CTA icon stands out on the pages.
Provide a well-crafted product description
A well-crafted product description puts your customer first. It addresses your customers’ pain points, talks about the benefits of the product, and makes your buyer smarter by educating them about your product. Besides being informative, your copy must be compelling and leave your viewers with a warm, fuzzy feeling.
To write excellent copy, you need a thorough understanding of your customers – their pain points and what they value most – as well as what they are looking for on your site. You should be able to transform your product’s features into your customers’ benefits. It would be best if you also had a fair idea of how much information they require to make a favorable purchasing decision.
Unsure about how to write persuasive copy? Consider hiring an eCommerce product data enrichment service to create engaging and authentic copy for your target audience. and ensure reduced bounce rates and increased sales and revenue.
Here’s an example of an attractive and compelling product description that makes use of different tabs:
Display ratings and customer reviews
Consider this statistic by Trustpilot: Nine out of ten viewers read product reviews before purchasing.
Potential customers have a high level of confidence in a fellow consumer’s opinion. So you really cannot afford to leave out reviews or comments from your product page. You don’t have to worry if your ratings are not 5 star – in fact, imperfections in rating scores have more swaying power than perfect 5-star ratings.
The vital part of reviews is that they must not be manipulated. According to the same report, a whopping 62% of consumers will not tolerate fraudulent reviews. They also said that they wouldn’t buy from brands that censor online reviews.
So, make sure posting authentic reviews is a part of your eCommerce data enhancement effort. Avoid editing any negative reviews you might get about your products.
Delegate your Product Data Enrichment needs to the experts
Consider outsourcing all your product data enrichment services to a specialized service provider so that you can concentrate on your core business – the sales.
A product data enrichment provider has access to the necessary skills and industry experience required to create enriched product pages that:
- Are search-engine-optimized
- Have contextual product information
- Contain enhanced product page metadata
- Enhance the overall customer experience
- Reduce cart abandonment
- Contain correctly categorized products
- Allows you to cross-sell and upsell your products
There is an art to creating product pages for eCommerce websites. Unfortunately, many companies lack the expertise and know-how to create these pages. Follow the above eCommerce product page best practices for product data enrichment and you can increase your eCommerce store’s sales.
Do you want to gain expert insights on managing your product page? check out the services that we provide as a part of product data enrichment and how we can help optimize your product page to improve conversions.
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