While there are many best practices for eCommerce product display pages, some remain standard musts. Let’s take a look at the top 5 necessary components all eCommerce sites need to build successful product pages.
Demonstrating visual professionalism is especially important for eCommerce sites. Online customers only have the images you choose to perceive the product, and therefore will determine the value of the product or credibility of your store based on the quality of the images used.
Make sure you are using high quality photos.
- Absolutely no pixelation
“As a general rule of thumb, your online product images should be at least 2000 pixels on the longest side so that 1) you will be able to utilize a zoom functionality on your images and 2) your images will be large enough to be accepted on all major online marketplaces…” –Pixelz
- The backdrop matters- Keep the photo background white or in character of the product
- If you are using models, their presentation is just as important as how you present the product. Make sure their depiction aligns with your product message.
People want to see the product in more than one perspective. Make sure you give between 3-6 different images of the product in varied angles. This helps alleviate any doubts your customer may have about how to product will look. The more images the better.
Image from Pixelz
Quick View Option
Always offer the quick view option with the same information that the customer will receive on the specific product page. Forcefully redirecting to a separate page will leave your consumers frustrated, if they wanted to continue on their stroll through the main product page and could distract them from their initial goal.
Take full advantage of the product description- dispel any doubts your consumer may have, and sell both the product value and experience. Incorporate as much information into description; bulleted lists are an effective way to display the details.
VWO.com advises bridging the gap between the product features and benefits, and relying on verbs in the description more than adjectives. The verbs help develop the purpose for the product features. People like to know the why over the what, especially in modern marketing.
Example from VWO.com
Reviews and Ratings
People rely on other people’s opinions most strongly to make their final purchase decision. Include a mix of positive and negative reviews and ratings; making both available goes a long way in displaying company credibility and transparency, as well as helping the customer anticipate or expect any issue they may encounter with the product.
- “70% of customers consult reviews or ratings before making a final purchase.(PeopleClaim).” –Shopify
- “63% of customers are more likely to make a purchase from a site which has user reviews. (iPerceptions, 2011).” –Econsultancy
Make sure to include multiple reviews, so shoppers hear multiple perspectives.
- “67% of consumers read 6 reviews or less before they feel they can trust a business enough to make a purchase.” –MarketingProfs
Invest time in building well-rounded product display pages. Do everything you can to alleviate any doubts about the potential purchase your customer will make and offer answers to as many questions as you can anticipate. This will help consumers eliminate possible excuses to not click the buy button, as well as decrease post-decisional dissonance. Assurance increases conversion rates.
Discern . Engage . Transcend