6 key points in optimizing your product page

6 key points in optimizing your product page

Aiming to your product pages? Here are the core items of a good product page.

Your product pages are your best ally to convince users to order, as they have a crucial impact on your global conversion rate. For every 100 users who come on your website, 99 will leave without registering or buying anything: this current average bounce rate tells us a lot about the importance of having the best version ever of your product page. There are no specific rules about how perfectly optimizing a product page (as you know, every brand and every website is specific), but few key points can help you with that project. Let’s have a look on the common optimizations in UX design and ergonomics that can increase your product pages’ efficiency.

UX DESIGN

You don’t need to reinvent the wheel. You have 16 seconds to convince users to browse on your website (Source). Beyond that, they will leave your site if it is not catchy and ergonomic enough: you must then make their browsing easier. Rather than choosing an original design that could disturb your users’ browsing behaviour, our advice is to choose a more classical display and structure. In general, pictures will be on the left with the heading of the product above and the call to action buttons on the right, each of these information above the fold. The scroll rate, particularly on desktop, remains quite weak. Therefore, keep the most important information above the fold, so that your customers won’t miss them.

Example: Amazon’s product page organization

Example: Amazon’s product page organization

Highlight the call to action button. Size, shape, and colour–it has to stand out of the crowd of elements. The whole design should reinforce its power of attraction and help it with boosting sales.

Highlight the price. Prices have a strong impact on online purchase. Place it above the fold, in an area of high exposure. If there is any discount, bring it into light by striking out the old price. This way, the customer is aware of the special offer he got.

DESCRIPTION

Write full descriptions that enable users to find all the main information about the interested product. Online, this approach is essential. Users certainly don’t want to wait for a delivery that doesn’t match their expectations and eventually have to return. Because of loss of time, your customers will associate a negative experience with your site, and you could simply lose their business. Thus, communicate every essential detail  in the product description.

First of all, display a short text nearby the picture. Complete it with a full description below, so users know the main details at first sight and can look further if they are interested. The full description would ideally be divided into thematic categories (technical description, commercial description, purchasing advice, etc.). The information categories have to be easy to reach, for example with tabs and anchors, above the fold.

Example: Tabs of the complementary descriptions on Apple Website

Example: Tabs of the complementary descriptions on Apple Website

Argue the advantages of your product. The item description is not just a technical and factual description, it’s also the opportunity to express your sales points. Well-framed, a description gathering the benefits of a product and the reasons why the consumer should purchase it should increase your conversion rate.

Display emotion triggers. The product’s pictures are important. Consumers now care about the product’s origins and the conditions of production. If your product is certified, enhance that fact! This approach will reassure your consumers, and on top of that, remind them of the human values behind the product. Consumers often prefer a human-like service to a machine-like service.

Example: eco label highlighted on GreenBearUK

Example: eco label highlighted on GreenBearUK

PICTURES

Display pictures with a good, detailed overview of the product. In shops, lots of customers enjoy the contact with the products: they touch it, smell it, look at the colours and the fabrics, they try and test the shape of it. Online, the sensorial experience is limited. Pictures must fill this gap. They should be big enough to suit a high-quality overview, making the zoom option necessary. Some products require greater detail – clothes for example – where the pictures must show the texture, fabric, and stitches. Offer several thumbnails of your product from different angles. They should be placed above the fold, so it’s impossible to miss, below the picture, or within a column on its left side. Videos and 360° views are also very comprehensive, value-added options, as multimedia is more attractive than pictures.

Optimize the product’s presentation. Obviously shot by a professional, the pictures must present the product in a flattering light, and preferably on a white background. Some products give a better impression when under real-life conditions: a garment worn by a model, furniture displayed in a living room, etc. For example, clothes worn by models lead to a better conversion rate than pictures with unworn clothes.

Example: product display on Lacoste website

Example: product display on Lacoste website

REASSURANCE

Display reassurance elements. Ideally portrayed by pictograms, reassurance elements must clearly appear on the product page. Trust is needed to buy, and it is particularly true online, where you cannot try, test, or smell the product. Specify these elements on your product page like the secure payment process, the guaranties, the return conditions, etc.

Example: Reassurance pictograms on Promod website

Example: Reassurance pictograms on Promod website

Add an evaluation function. The possibility to give feedback after purchasing is a good reassurance element. Positive reviews can comfort users in their interest for the product. Customer evaluations are also a supplementary source of content, a potential addition to your product’s description. Even negative feedback can contribute to the purchase, for example, by reorienting users toward another product.

Example: Ratings on Promod website

Example: Ratings on Promod website

Be available and helpful. Diversifying touch points will enable users to find answers to their questions and reassure them about the product. The company’s phone number and the customer service’s email address should be clearly visible on the product page. The email address is important, as it is one the favourite contact option of users. You might also provide your customers with a live chat–almost 90% of online users claim that they have a more positive judgment of a site that offers a live chat with a customer service representative as it humanizes the online interaction.

SOCIAL MEDIA

Provide Social Media sharing. Many users are members of at least one social network, and including social sharing buttons enable them to share their favourite items. There is also a convenience factor: the lack of buttons means that users who wish to share a product have to copy and paste the page URL, and then to go to the social network to post. A small amount of additional viewers is better than no supplementary viewers. 85% of Web users have Facebook accounts and one out of two is on Twitter. Recommendations have more impact when they come directly from friends or family members. The promotion you’ll get from social media shares is a better promotion than any commercial speech because it allows your customers to become your spokesperson.

Example : Asos social widgets

Example : Asos social widgets

CROSS-SELLING

Provide a selection of goods the user could also be interested in. Cross-selling widgets have a very positive impact on the conversion rate. On some e-commerce sites, the conversion rate is even higher from the cross selling offer than from the menu. But cross-selling suggestions must remain relevant, not random. There are different kinds of cross-selling, and the more effective are: products of the same type, associated looks and latest viewed products. Generally, top selling and most popular products are less effective. Cross-selling widgets are even more attractive when the selection of products is displayed within a carousel. On average, dynamic elements will be clicked at least once while the user is browsing on the page. The carousel function is a playful element that lots of users click on.

Example: Carousel cross-selling widget on Darty website

Example: Carousel cross-selling widget on Darty website

THE STRATEGIC BONUS

Display the product’s availability. First of all, it is in the interest of good communication, because it is important and an incentive for the purchase. Indeed, users won’t postpone their purchase if they see that the stock is restricted and realize that they run the risk not being able to order the merchandise anymore.

Display the delivery deadlines when they represent a competitive advantage.

Authored by: Marine Hortemel

Head of Marketing & Communication