When designing an online store, a lot of focus goes on the homepage—it’s the first thing that visitors see when they arrive. But the real goal of any online store website is sales, and there’s no way you’ll achieve that without a stellar product page.
Regardless of whether or not an online store is successful depends on dozens and hundreds of individual factors. Success needs that magic mixture of quality products, effective calls to action, smart timing, prominence in search engines, and so on.
Convincing and entertaining product pages are important if you need your online store to thrive. However, making these pages needs much more than a couple of photos and a line or two of text.
There are many new ecommerce merchants, who are not well aware with the features that are essential for any product page, so we have listed some features that every online store product page should have as their customers are looking for such online store product pages that have these below mentioned advanced features to enhance their shopping experience.
High quality product images
When it comes to talk about the one of the main features of an online store product page, using high quality images is one such feature that every online store product page should have.
Every shopper is different. Some will be drawn to visual details, while others will only care about your written descriptions. But even so, if there’s one crucial element to your product pages, it’s the product photography.
We all know that the visual process of shopping is the most crucial, so investing in high quality images of your own products is a great option for you if you want to provide your customers a user-friendly experience. You can also provide your best impression of the product by using high quality images.
If you’re expecting customers to make a purchase, the images have to work to sell the product.
Below are the essential images you need:
An individual shot of the product, showing it in its best light;
Showing details of products helps customers to gain a better impression. For example, showing the soles of shoes so they can see the grip type;
Showing how products work is a big help, for instance the number of input slots on TVs or, as in the case below, the amount a wallet can hold;
Multiple images should be included too. Why not let customers scroll through a range of shots? This allows them to see products from various angles and in different contexts.
Zoom Feature
Along with using high quality images, you should provide zoom feature on product image as it becomes increasingly popular on various ecommerce website. Through zoom feature, your customers can get better and bigger view of your products that can help them in their shopping.
Product Price
The price is key to the purchase decision and something that users will look for instantly.
Whenever any shopper make purchasing, he/she looks for the price of the product, so ecommerce merchants need to mention price of the products clearly so that shoppers find it easily. Clear view of price makes it easy for your shoppers to decide that whether this product is in their budget or not.
Make it stand out and differentiate with colour, size and space from the rest of the page.
Product Description
A great product description is a big plus when it comes to conversions. But it’s important to understand your buyer. If you’re selling say niche workshop tools, it’s ok if your language and jargon reflects the technical nature of your products. It shows that you understand your market and you’re not dumbing it down for a wider audience.
Having a lengthy product page description is also great for SEO. But it needs to be unique and not copy and pasted from elsewhere. The use of adjectives in your copy such as vibrant, compact, and richer can bring your text to life. But depending on your item there may be limitations about how much copy you can have.
These product descriptions are crucial for two major reasons:
They give you ample space to insert the keywords and phrases you want to target on search engines, and
They allow customers to get a glimpse into what your brand is about, and how any one product fits into it.
While it’s absolutely true that customers might read your copy to learn more about the product specifically, they’re more likely to skim than read word-for-word. So you should view this component as a bigger opportunity to convey your brand’s style, voice, and keywords rather than your only selling opportunity.
Add to Cart Button
To make your customers’ shopping hassle-free, you can add “add to cart button” on the product page. Make sure to make it clear and unique from other elements on the page so that your customers find it easily.
Add to Cart button is the most important element on the page. It’s the one link you want users to click on to start and hopefully complete the buying process. To this end, having a clear and obvious Add to Cart button is vitally important. It can be a simple use of color to highlight it compared to every other feature on the page.
The other aspect of an effective button is to declutter the area and make sure that you don’t have too many other elements of lesser importance surrounding it. For mobile, it’s also important that the button is as far up the screen as possible and the customer doesn’t have to scroll too far to reach it.
Customer Reviews
How do you understand if a product is worth checking out?
Customer reviews are a key aspect of what we call social proof. Before buying anything most visitors want to see what other buyers thought of a product. This helps remove some of the uncertainty around online shopping and can reveal key information not exposed in the product description. Reviews add credibility to an online store and provide reassurance for new buyers that others have bought from the site. Items with few or zero reviews on a product page have been shown to convert less.
You know shoppers wanted to know what others people are thinking about your product. If you provide some reviews of your consumers on your product page, you are helping your shoppers to make their decision about your product.
We all know that not all of your products have positive reviews, but you need to provide all the reviews to your shoppers as both positive and negative reviews make shopping experience authentic for them.
Add to Wishlist
Ecommerce sites that aren’t using wish lists are leaving revenue on the virtual desktop table.
What’s better than having customers bookmark items they want and will most likely buy in the future? That’s just gold in the pocket. And a remarketing campaign dream.
Retailers are creating these individualized options to drive engagement.
It’s opportunity to share a brand with new buyers. When shoppers share their wish lists with family and friends, it sends free traffic with built-in social proof to a website.
Use color swatches for variations
If you’re selling products with different colors it’s always a good idea to include swatches. Humans are visual creatures and it’s always simpler to spot which colors are available at a glance with a visual clue, rather than having to read text. Color swatches on a product page help prevent decision paralysis if users are faced with a large number of dropdown choices.
Collect leads for out of stock products
Rather than simply displaying an “Out of stock” notification it would be far more useful to collect warm leads from customers who you know are interesting in purchasing your items. A waitlist is an important feature to consider on your product page. With some correctly setup email segmentation you can have a ready made list of buyers when your product, or an alternative version of it, is available again.
Related Items
Simply seeing the phrase, “you might like this” causes a serotonin release signaling curiosity and excitement.
A ‘Related Items’ feature on an online store website creates the desirable stickiness effect that so many marketers strive to achieve.
Comparison of Products
You know that you can enhance a shopping experience and boost sales of your business by providing opting for product comparisons. Through product comparison feature, your customers can easily compare the features side-by-side without flipping through many pages. There are lots of ecommerce websites that started adopting this feature into their product page.
Payment Options
In the world of Apple Pay and PayPal, advanced payment options are a must-have feature for an online store website.
After purchasing products, customers look for payment methods that are obtainable on your ecommerce website. Payment methods can affect a decision of your customers. So, it is necessary that you mention payment methods by describing complete information about your methods.
Shipping Information
Alarmingly, unexpected shipping costs are the number one reason for shopping cart abandonment.
It’s critical that ecommerce websites include shipping information early in the checkout process, including a ZIP code calculator showing cost.
We can say that it is the key feature that you need to add in your product page as it provides complete information about the shipment of the product. Shipping information provides end-to-end details like items delivery within a particular time, cost of the shipment and more.
Share Buttons
Social sharing buttons are excellent marketing tools that you can add on your product page. Through these buttons, you can allow your users to share your product with their friends, family members and dear ones.
They can also post your product on their social networking wall and show their friends what they have purchased. Make sure you use individual sharing buttons like Facebook button, Twitter button, Google+1 button, etc.
Above mentioned are some of the essential features that are must for ecommerce product pages. By providing these features, ecommerce merchants can provide their customers a wonderful shopping experience and boost their sales.
Conclusion
Product pages are the heart and soul of your e-commerce site.
With minor improvements, you can convert more visitors into customers and increase your sales revenue.
Take inspiration from the features mentioned above and start implementing some of these strategies on your online store.
Combine the ones that fit you the best and always test different options.
Go4Global is a digital agency offering various online services incuding ecommerce website and mobile app development. We create eCommerce sites that are powerful, effective and affordable. Get in touch with us today, and let us help your business succeed online.
+1 (747) 283-4767
info@go4globaldesign.com
Northridge, CA 91324
