An eCommerce product page should always be laid out to make it as easy as possible for visitors to digest information. They should be visually pleasing, and clean, yet informative with relevant content.
Why is it important to have a perfect product page?
The product page is probably one of the most important places on your site as customer’s arriving on this page are likely in a purchase-decision mode.
For this reason, merchants should seriously consider UX best practices when creating the product page design for their eCommerce site.
A poorly designed eCommerce product page could mean the following:
- Customers can’t find the relevant information about their products that gives them reassurance and satisfaction that it’s the correct item. This could lead to cart abandonment.
- Customers purchase the product, but are dissatisfied with the item(s) that arrive as the description that was supplied on the PDP was inaccurate.
Both of these scenarios result in negative brand connotations for consumers, so should be avoided at all costs!
Weak product pages can have detrimental effects on conversion rates, so getting them right is crucial to success.
Product Page Best Practices
When looking at the anatomy of an eCommerce product page, there are a few essentials or ‘must-haves’. We have explored these below:
1. Include Key Product Attributes – Name, Description & Price
These three attributes are by far the most important. The product name should be clear and easy to locate – it’s often in a bolder font than the rest of the copy.
In terms of the description, this should be kept to less than 300 words and highlight both the product’s key features and its purpose.
2. Call To Action (CTA)
Clear CTA’s guide customer’s through the buying process, making the experience as smooth as possible. A CTA that stands out visually will help customers to quickly know where they need to click to take the next action.
Strong and well crafted CTA’s can dramatically increase conversion rates.
3. High Quality Images
Images are a key part of an eCommerce product page. Imagery helps customers to know what a product looks like and which is best suited for them.
They can therefore be a strong contributor to conversion rates and making sure images are high quality is essential. Blurry and low quality images may leave customers unsure and not convinced about a product due to not being able to see full details.
4. Important/Relevant information
It is extremely important that consumers get all the relevant information about the product and the customer journey before they purchase from your brand.
5874 Commerce recently explored the returns process of 100 UK-based retailers. Some key findings highlighted that 46% of the 100 retailers we analysed did not show any mention of returns information on the product display pages.
Any additional charges that may be incurred during any part of the customer journey should also be conveyed to the customer clearly and concisely on the PDP.
An additional consideration, and something that we’ve all seen discussed more frequently in recent times, is sustainability. In a recent study 5874 Commerce undertook, we found that 81% of merchants failed to mention their contribution to sustainable practices on the eCommerce product display page.
As this is such a prevalent issue, and one becoming increasingly important in buyer decisions, merchants may want to consider including this as part of their PDP design.
These are additional features and technologies that can be implemented on the product pages to boost conversions.
Pay in instalments (using a platform like Klarna), bestseller tags, cross-sells, up-sells or product add-ons.
Examples could include ‘complete the outfit’ section when a particular clothing product is added to the basket, or an opportunity to get the next book in a series when a specific title is selected.
Optimise For Mobile
As obvious as it seems, mobile optimisation can often be an afterthought for eCommerce product pages. By the end of 2021, mobile purchases are predicted to make up 75% of all eCommerce sales of shoppers browsing and purchasing from their mobile devices. It’s essential that the product pages are optimised for mobile.
This may require some shifting of the content to highlight the image, key points and a clear CTA. A product display page on mobile should not be over crowded.
Social proof / UGC
Incorporating UGC (user-generated content) and social proof on the eCommerce product display page is a powerful tool that can be used to boost conversions.
Showing products in real-life situations can help drive sales as visitors to your site are more likely to resonate with the products and how they can be a valuable addition to their lives.
Some brands include a link to their social channels on their product display page which shows their products in different settings, or worn by a variety of people.
This particularly works well with brands in the fashion, jewellery & watches, cosmetics, homewear, lifestyle and gifting industry sectors.
5874 Commerce: How Can We Help?
Our UX team creates remarkable, best-in-class customer experiences, We using UX research to deliver human-centred experiences that support your business’s needs.
Get in touch with us today by emailing firstname.lastname@example.org or calling 0121 369 5874 to start the conversation!