Getting people to your site to look at the products you offer is only part of the process of making your e-commerce website successful. You also need to optimise your product pages so you can maximise the number of sales. As an experienced e-commerce website design company in Auckland, here are our eight essential tips for optimising e-commerce product pages.
Use High-Quality Product Photos
Never compromise on the images you use on your product pages. They should be to a professional standard, and they should showcase the product in the best possible way. Pay particular attention to lighting and make sure there is nothing distracting in the photos.
Provide a Selection of Photos
Following on from the last point, it is also important to add a selection of photos to each product page on your site. This includes photos of the product from a variety of different angles. Photos of the product being used are also helpful, as well as photos for size referencing where relevant.
If you offer a range of options on your product pages, the best approach is to include photos representing each option.
Include Product Videos
You can take the above two points to the next level by also including a video in addition to photos on each product page on your site. Again, the video must be professional, and it should be as informative as possible.
Make Sure Your Calls to Action Are Clear
The calls to action on your product pages are among the most important elements.
You need a well-designed button that is easy to spot, i.e. you don’t want a situation where potential customers have to search for the button to make a purchase. Make sure you use buttons, too, rather than just text. Online shoppers are familiar with looking for buttons when they are ready to buy.
Make sure the button is high up on the page and give clear instructions on the button. On the button to buy a product, the text could be “Buy Now” or "Add to Cart". Once a product has been added to the cart, you should display additional options such as “Checkout" and "Continue Shopping".
Include Reviews & Ratings
Including reviews and ratings of your products helps to deal with concerns the purchaser may have. You should put them close to the bottom of the page so they are not a distraction, but you should highlight and link to them at the top of the page.
Make the Text Clear, Concise, and Engaging
The text on the product pages of your e-commerce website should explain the product, justify the price, and help customers imagine using the product. The best text is aspirational and appeals to the customer’s pain points.
Make sure you include enough text on the page too. You don’t want the text to be repetitive or irrelevant, but you need to properly describe the product. Also, a good amount of text helps with SEO.
If you are concerned that lots of text will impact the design of the page, use a click to reveal feature where visitors first see a compact page and can then click to reveal all the text if they are interested.
Display Similar Products
This tip is borrowed from some of the biggest e-commerce websites in the world, including Amazon and eBay. They all display similar products on their product pages. They use headlines like “Customers also purchased” or “You may also like”.
Displaying similar products helps you to upsell and cross-sell, increasing the average revenue per purchase.
Include Detailed Product Information
Make sure you include all the detail that a customer might need when making a decision. This includes sizing information, for example, compatibility information, etc.
We have one bonus tip also – test, test, and test again.
The best way to optimise the product pages on your website is to regularly test the various elements to see what works best.