WEBSITE DESIGN & ONLINE MARKETING

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It’s all in the detail.

Written by Emily Wilson on July 29th, 2014.      1 comments

online productsYour product pages on your website are extremely important in converting visitors to your site, into customers. In order to make purchasing decisions, you need to provide as much information as possible to your potential customer. This includes multiple product views, detailed descriptions and delivery information. Think of your customer when designing your product page. You need to answer their questions before they’ve even asked them and alleviate purchasing anxiety. Do not let them become frustrated with your website or lack of detail and turn to a competitor to complete their purchase.

Some of the information you need to include on product pages are:

  • What does it look like from the back? Images are the first impression of your product. You need to draw the customer in using a great image. Then you need to provide multiple views of the product – the customer should be able to see it at all angles as-if they were rotating it in their hand. Show a stand-alone shot of the image as-well-as it being used in context – eg a model wearing the garment or a vase with flowers in it.
  • What do others think? Allow your products to be peer-reviewed. Have a great rating system and even a statistic available so shoppers can see at a glance what others think of it over all; such as 95% of customers rate this product 4/5 stars. Any bad reviews will allow you to address the problem and/or remove the product if unsatisfactory.
  • May I suggest…? Based on what they are buying or purchase history, suggest other products shoppers might like. This can increase your average order amount.
  • Is it in my size? Have a sizing chart to reduce returns on an item.
  • Is shipping extra? Be up-front about shipping. You could include a tally in a pop-out checkout that shows them how much more they need to spend to get free shipping. Do you have pick-up options? Unexpected shipping costs are one of the most common reasons for cart abandonment.
  • Does this include…? Finally be detailed in your description of the product. Give specifications and ingredients lists. Describe how you use the product, even how you can pair the product with another product and cross-sell.
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1 Comments

Ang says ...
Good point about showing the back of an item in product images. Many small (/on a tight budget) retailers provide limited product images even though they are so so important.

I hate having to hunt around for shipping information. How hard is it to add it to the product page!
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