10 Must-Have Elements of a Complete Ecommerce Product Page
In today’s world, especially for ecommerce businesses, having a good website is key in running a successful business. And when it’s about the components of the website that make a website successful, there are many. However, among many, an effective product page arguably holds the top position being one of the most critical parts of a successful ecommerce store. After all, a winning product page is where it all happens, it is the first thing visitors will look for, and it is the page where customers tend to spend most of their precious time.
And when the actual goal of any ecommerce website is sales, it is simply not possible to achieve that without a stellar ecommerce product page since it has the power to persuade a prospect to press the ‘buy’ or ‘add to cart’ button. So to put in a specific term, we can consider the product page as the lifeblood of an ecommerce website.
Before moving further, let’s walk through the very purpose of an effective product page.
An outstanding product page can only offer gains than looses
Although your product page is just a single page on your website and other pages also have a role to play, it is your product page that closes the deal by either making or breaking your sales. It is where you can win your visitors over and convert them into life-long customers.
Also, when the rise of ecommerce and online competition makes it hard for every business owner, a complete ecommerce product can help you make it to the top. It can also assist you in skyrocketing your traffic and conversion rate while beating your competitors.
So now, what makes a practical and well-designed product page?
10 must-have elements to create a high converting ecommerce product page:
When designing your product page, you need to make sure that all the contents must communicate everything that any buyer would like to know.
For example:
- What it does
- How it looks like or how it works
- Who it’s for
- What are purchasers saying about it
- How much does it cost
- What are the unique features
Because before a buyer makes a purchase decision, they would like to ensure the worth of spending their high-earned paychecks. So it’s your job to catch their attention and make them feel good about your products.
Here we have got some of the elements to make that happen.
High-resolution product Image
In this age of visual culture, a high-quality, unique product image can definitely lead to more sales. Or else, without quality images, why would anyone bother to purchase your products? A clear product image gives customers instant information on a product and reduces return rates, saving you both time and money. Also, by keeping the high-resolution product photos, you can allow your users to zoom in on the product pictures so that they can closely check each major and minor detail.
From colour to patterns, style to shape, they can see everything at a quick glance. This will help you to set realistic expectations so they can purchase your products with confidence. But while placing high-resolution product images, you should use the best available tech so that it doesn’t hamper your website load times and page speed.
Product video
When pictures of your products give a fair idea of how a product would look, videos do the part of explaining the usage or the intent of that item. By showcasing videos, you can give your customers a 360 view of your product, which brings better engagement and leads to better conversions. There are many ways you can try your hand at making an interactive video experience with the optimal video quality.
Such as, you can use ‘how-to-video’ to demonstrate the usage guidelines of your products, or you can display ‘product performance video’ to showcase the applicability and performances of your products in everyday life. So while designing your ecommerce product page elements, make sure you have an engaging product video that highlights the product or services and its unique features.
Product review
Product reviews work as social proof and make a significant impact on a prospect’s purchase.
Studies also show that approximately 80% of the customers search for product reviews prior to their purchasing decision to decide whether the particular product or service is worth investing or not.
Because product reviews provide better insights and customers get to know what they can expect from the product along with the pros and cons.
So if you include a product review section on your product page, not only it will help you to erase shoppers’ concerns regarding your products and maximise your conversions, but it also provides you with a chance to identify the loopholes of your products or services that you need to improvise on. But in case you miss adding this, you will be losing out on a considerable number of potential customers.
Price and call-to-action
Your product page must address the price of your products. This transparent approach is essential to allow potential clients to know its value and make their choice. Also, along with pricing, you can display the product discount price (if you have any) and shipping estimates. Otherwise, when the prices are not listed, your prospects may get confused and switch to another website.
Call to action, or in short what we call CTA, is a part of the content that can persuade your audience to take action to make a purchase. For example, on your ecommerce product page, you can recommend products to your visitors along with a ‘buy now’ or ‘Add to Wishlist’ call to action so that they don’t need to navigate to other pages to buy that item. That is how you can turn your visitors into leads and leads into customers by serving them multiple strategic CTAs.
Written description and specifications
This is the part where you need to play clever as it can help you increase sales. It is through the product description you get your chance to convince your customers why your company is the best and what are the unique qualities your products provide. Since there are tons of attributes, it becomes hard to explain using photos and video; hence the description becomes necessary for making more sales and satisfying customers.
So when putting written descriptions and specifications, try to set clear, easy-to-understand information keeping your target audience in mind and making your product sound exclusive by highlighting the key components of any particular product. Or else, if your customers held doubts even after reading your product description, they will be less likely to convert.
Size selector
Size is one crucial deciding factor for anyone who wants to make a purchase. Every ecommerce store needs to provide accurate and custom size chart information on every product page as sizes are not standardised in all brands; it varies across brands. Also, no customer will like to end up buying an item that doesn’t fit. Hence, it is always a wise idea to display a standard size chart.
Mention the measurements in inches and centimetres, along with a how-to-measure guide in the product pages. Also, you can keep an international size chart to provide a rough idea to your customers and help customers make their decision. In fact, you can add more trust signals by mentioning fit types, fabrics or customer reviews regarding fit information.
Add to cart
The idea is similar to buying things from a retail store. Just the way customers fill up their trolley with products they want to purchase and take the items together to the cashier counter, similarly while doing online shopping, the add to cart button lets your customers complete transactions in one shot to buy all the selected items. It also provides users with the flexibility to put in or take out any of the items.
So if the add to cart option does not exist on the product page, the buyers probably get annoyed as it would take a lot of their time to keep going back and forth from the product page to the checkout page. However, this particular element eventually boosts the sale rate, enhances flexibility, minimises the bounce rate and gives a positive impression.
Suggested products
If you successfully suggest the right products at the right time, it can improve your average order value. Such as, you can try on personalising the suggested items based on the customer’s purchase history to get the most sets of eyes on. Or you can highlight the new arrival and show off your best selling products to generate sales from the returning customers.
This strategy always creates a sense of urgency among the customers who always seek the best trendy items. Also, when a customer is looking for a particular category, you can recommend similar products to them. Use this tactic under the heading such as ‘you may also like’, ‘featured collection’, ‘deal of the day or ‘customer’s favourite’ to provide the shopper tons of options and regain their interest.
A photo gallery of the products
One product image per product might don’t work enough to convince a potential customer to purchase your products. Hence as an owner, you need to make sure that you are providing enough visual information to your customers about your products. And since you can’t do that with a single image, a photo gallery might work where you can incorporate more product images.
For example, try to show a classic image of your product from different angles in a neutral setting on a white or light background.
Also, under the classy product image, you can put additional images that show how models or customers are using your products. This will bring out the authenticity and diverse use of your items. Adding this element to your product page ultimately brings the brick and mortar feeling to your online store and improves your customers’ buying experience. It also helps to minimise return rates.
Human contact and frequently asked questions
Among many ecommerce product page elements, this is another must-have that can serve you more advantages. Even if you have designed your product pages with appropriate images, videos and other necessary details, users with questions might seek instant answers to their queries instead of browsing through many a few pages. And an FAQ page works as the central place which comes with the solutions or answers to the questions your customers might have. So by compelling answers to questions on every possible topic, an FAQ page can enhance user experience and make it easier for the users to navigate your site.
Also, you can try on adding some human touch to your product page to engage the visitors or customers. For example, you can set up a chatbot to ensure real-time assistance whenever your customer needs you. Chabot is an expert in all areas, which works 24/7 and take care of your FQAs as well. It can assist your customer in searching for products and offering personalised services by recommending products and sale advice based on the purchase history.
Wrapping Up
So these are some of the few must-have elements that you can try to work on to turn your product page as effective as possible. After all, the success of your ecommerce business is determined by the product page, which is why you have to be much careful while managing the product page.
You have to be cautious about everything that goes into your product pages, from what photo you upload to the product description you include. In case you are not yet optimising your product pages, time to do so or else you will find it hard to survive in business soon.
