Product pages are important to a site’s success in e-commerce. Customers must have sufficient information to make an informed purchasing decision. The product page, often known as the product-detail page, is where users decide whether or not to purchase something. The page must have thorough product information, teaching and enlightening the consumer about the product easy-to-understand manner.
Before purchasing an item, online shoppers cannot touch it, ask a salesperson about it, try it on, or use it. Yes, motivated buyers may order swatches to feel the fabric. They can also use live chat to ask questions. The most daring buyers may even be prepared to experiment with a virtual try-on tool. All of these, however, have a high interaction cost, needing a strong desire and willingness to spend time in the app or on the website.
Customers, in many cases, do not want to devote so much time. As a result, the product page should provide consumers with as much information as possible as rapidly as possible. It is in the store’s best interests to guarantee that users’ questions are answered properly, and the product is perfectly represented.
I recorded guidelines for how to design great product pages after studying many samples from my most recent research across several e-commerce sites. This article provides a synopsis of my findings and recommendations that will help you to build one best product page that assures improved sales.
What distinguishes an excellent product page?
Product pages are, in theory, straightforward. You want to provide your ideal customer with just enough information to enable them to acquire the thing they want and persuade them that purchasing this product will benefit them. But, if you think that’s easier said than done, you’re not alone. So, where do you even begin?
To make a truly amazing product page, four elements must be present:
- Your product would be excellent.
- Your business’s brand
- Your copywriting would be excellent.
- The look and feel of your page, as well as the user experience
Your product is in the spotlight because this is its time to shine, but what you’re offering may impact how it’s presented—and what questions your buyers have before they commit to purchasing.
Your brand matters everywhere, from social media photos to post-sale communications, but it is especially crucial on product pages. Because of how things are discovered these days, someone may never view your homepage before purchasing from you, thus branding on your pages is important.
Copywriting is vital because it combines the written information your clients require with your brand’s distinct voice and tone.
These factors will influence your page design and user experience, but there are nuances to consider, particularly from the user’s perspective. The layout of the page and what’s included can significantly impact your conversions.
What kind of information should you include in your product page?
This information may include specifics such as:
- The product’s substance
- The design
- Significant design elements
- Instructions for care and maintenance
- Details about the brand or manufacturer
- Metadata that can assist the customer in conducting additional research or contacting you.
- Showcasing Reviews/UGC from customers
These minor details might be especially important for fashion brands. If the brand also gives the model’s measurements and what size they are wearing, the client will more properly evaluate how this product will suit them.
Product Page Guidelines To Improve Revenue of Your Shopify store
1.Do you have descriptive product titles?
Product titles contain all of the necessary information about your products and assist users in better perceiving them. Descriptive product titles assist clients in finding precisely what they are looking for.
2.Do you utilize a common product page layout?
Users are accustomed to traditional product page layouts. The product gallery is on the left, and the product overview (title, price, product variants, CTA-button, etc.) is on the right.
3.Do you have an eye-catching main image?
The main image is one of the most significant features on product websites. The main image can either intrigue or repel viewers because it is one of the initial touchpoints and helps them decide whether to look deeper.
4.Do you have a gallery of various product photos?
Another important part of a product page is the product gallery. If your main image entices your visitors, we want them to scroll through different product photographs. We sell our items through the use of photographs.
5.Does the product gallery display thumbnails of additional accessible images?
If a product gallery comprises two or more photographs, you should make that evident to encourage users to view the images. The more people participated, the easier persuading them to buy.
6.Does the product gallery have aspects that encourage users to interact with it?
Product picture thumbnails encourage people to look over product photographs. However, another key factor pushes individuals to do so: the arrows near the primary image, which operate as a call-to-action to begin exploring photographs.
7.Does the product gallery on mobile devices support swiping actions?
Because mobile traffic accounts for over half of all revenue in US e-commerce, product gallery sliders should be designed for native actions on mobile devices, such as swiping to flip between photos or screens.
8.Do you have photographs of the many product variants?
Your products can come in various colors, materials, and other features. That is why it is critical to provide product photos for all possible product variants to see how each product version looks.
9.Is the product variants selection integrated with the product gallery, and does it display photographs of the selected product variant?
Consumers should preferably see how this product version appears in the product gallery when they interact with product variants (colors, materials, type, etc.). For them, it will be obvious that what they see is what they get.
10.Is your primary CTA button the most visible piece on the screen?
Customers’ most frequently requested activity on product sites is to add a purchase to their cart. As a result, one of the most critical components of a product page is a noticeable CTA. When customers find the items they want to buy but there is no CTA, the user experience comes to a halt.
11.Is the price of a product visible?
For many buyers, the price is the most important factor in deciding whether or not to buy. If customers can’t simply find the pricing, they’ll likely grow suspicious and shop elsewhere.
12.Does the copy of CTA buttons describe what occurs when you click on them?
Each CTA-copy button should properly explain what will happen when clicked.
13.Is the price of a product displayed near the CTA button?
When customers are ready to go to the next step in the purchasing process (i.e., Add product to basket), they should be aware of the product’s pricing that they intend to add to the cart.
14.Do you show all extra costs near the price?
If you have any additional product-specific (i.e., additional shipping charges due to product size) or country-specific (i.e., VAT) charges, showing them solely after the Checkout procedure can be very surprising. It will be extremely inconvenient for customers.
15.Do you display how much money customers save when you have things on sale?
If you put something on sale, make it obvious what the price is and how much you’re saving. It would help show how much money users will save due to the discount, both in percentage terms and in dollar amounts.
16.Do you provide information about returns, refunds, and money-back guarantees?
If customers think they are not taking any risks by acquiring your products, they will be considerably more likely to complete their order. If customers understand that they can get a refund and return or exchange an item, their anxieties about shopping on your website will be reduced.
17.Do you display express payment choices that your target audience frequently uses?
It has been popular to integrate express payment buttons (Paypal, Amazon, Google Pay, and Apple Pay) at various funnel stages (product page, cart page, at the beginning of checkout process). These buttons make the shopping process easier and faster. Furthermore, such buttons as Paypal or Amazon add a level of credibility to the store.
18.Do you accept payments in installments?
Payment plans with installments have become increasingly popular in recent years, making it easier for customers to purchase pricey items without incurring high one-time costs. It is critical for stores that sell high-priced things.
It’s a must-have feature for your e-commerce site if you sell high-priced items. According to my experience, if you are selling pricey items, roughly 20-25 percent of customers will use that payment method.
19.Do you display customer reviews?
Customer reviews are important in e-commerce since many shoppers rely on product reviews and customer comments to decide whether or not to purchase a product.
Amazon is a fantastic example because they spent a lot of time and effort developing one of the most strong review systems, and they rely heavily on it to convince customers to buy things.
20.Do you display product ratings based on client feedback?
If you’ve already gathered any reviews for a product page, you should actively promote that form of social proof higher on the product page (typically near the product title), so shoppers can see that this product has already been purchased and is highly rated by other customers.
21.Do you utilize selectors instead of dropdown lists for product variants?
The better the UX of your sites, the easier it will be for customers to buy. The easier it is for customers, the higher the conversion rate. If it is possible to minimize extra actions, you should do so. Assume you have multiple product variants – colors – for your product. You can have a dropdown list where users must click to begin selecting the color, or you can have pickers with pre-selected versions where users only need to click to select.
Product pages are where consumers search to see if a product is right for them. Ecommerce companies must first research to understand the types of inquiries clients have about their items to be successful. Designers should use descriptions and visuals to answer customer inquiries, compare items, and allow users to start the purchasing process as soon and easily as feasible.