A well designed product page increases the chances of sales. You need to ensure that a product page is neither too simple nor flashy. It must serve the purpose. A visitor lands on your website and scans through the various category pages and finally clicks on a product. While shopping online, a visitor cannot touch or feel the product before purchasing it. Thus, it is the content and the images on the product page that can turn a visitor into a customer. In a bid to achieve this, you must make sure that your product page adheres to the best industry practices.
eCommerce product page best practices in 2022 with examples
Use clear images
Research has brought to light that quality content that is supported by relevant images gets 95% more views than content that is not. Images hold a great value in eCommerce websites as they visually communicate the details of the product. Thus, one of the best eCommerce product page best practices of 2022 is to make sure that the images used on the product page are placed above the fold. Furthermore, they must be high-resolution and zoomable. 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:-
- 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. 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.
Add relevant call to action (CTA)
It will not help if you have a well designed and developed product page, if you do not have a call to action term included. The CTA must be attractive such that it prompts the visitor to make the purchase. While working on the CTA, you must keep in mind that different colors and different terms means different things in different cultures. Thus, it must be written to match the culture of the local flavor.
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.
List of popular CTAs you could use:-
- Add to cart
- Purchase now
- Garb the offer
- Sign up today
- Buy now
One of the best practices of 2022 for CTA is to choose the words carefully and also go with a hue that complements the overall color palate of the page.
The product description must be well-crafted
Research study brings to light that a well crafted product description helps in creating an impression. The product description has the power to make users switch to purchase the product. While working on product description, you must ensure that it is short, crisp and to the point. Another important aspect of the product description is to make sure that it is search engine optimisation (SEO) friendly. A product description must answer the following questions:-
- Who is the product for?
- What is the product used for?
- How does the product work?
- What sets it apart?
- Why should visitors purchase the product?
- Why should visitors purchase the product?
Besides answering the following questions, the product description must speak to the target audience and it can use jargon to communicate with sophisticated buyers. The headline of the product description must be attractive, such that it invites the visitors to read through the product description.
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 stars – 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.
Include trust badges
While there is an increase in the number of eCommerce stores, there is an exponential increase in the number of online frauds. It is a challenge for a consumer to differentiate the pseudo from the original one. As an eCommerce store owner, you can have a trust badge included in the product description page. Adding a small message to convey to the visitors that they are dealing with the original product will add value to your brand.
Ensure that the stock meter is updated periodically
Just in case you are running low on stock or you run out of stock, you must necessarily convey this to your consumers. Your product page must be updated with the status of stock. The product page must contain information such as in how many days the product will be available, if the product will be available. If the product will not be available you must convey this to the visitors so this will help them find alternatives. Your product page can be designed in such a way that a notification is sent to the customer when the product is available for the customer to make a purchase.
Enable live chat
Live chat on your product page can go a long way in helping visitors and customers find what they want. A representative who will take questions from visitors and clarify their doubts can improve the chances of visitors purchasing the products from the product page of your eCommerce website. A representative catering to users and customers will make them feel that regardless of the shopping being virtually there is someone on behalf of the company.
As an eCommerce store owner, you can make sure that your product page has the few aspects that we have mentioned. If you need help with your eCommerce store, you can get in touch with Vserve. The team of experts at the eCommerce development firm will help you in every step of setting up and running your eStore.
