Running an e-commerce site is one great way of securing financial freedom, but it isn’t as easy as it may seem. There are a lot of things that you have to take care of and there is much responsibility on your shoulders. For example, it is vital that you place emphasis on your product pages.
Your product pages will always play a great role in the success of your e-commerce site. Exceptional product pages are well-known for high conversions. This is the primary reason why many business experts encourage e-commerce entrepreneurs to use high quality product pages for their sites.
It is amazing to see that many entrepreneurs have poor product pages. Why are there so many bad product pages in existence? Why are some entrepreneurs ignoring the importance of designing a product page that will maximize conversions for their business?
Each site visitor represents the efforts that e-commerce site owners invest in getting traffic to their website. It is detrimental for anyone to put their time, money, and effort behind a bad product page. It is your responsibility to create a product page that will give your visitors an experience that will influence them to become customers.
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Competing requirements for this type of pages makes it difficult for one to complete this type of project without any technical problems. It will always be a challenge for you to meet the commercial objectives of the page while working with the classic UX design.
What is the definition of good product page user experience? A positive product page experience will have the following:
- Motivation that encourages visitors to make a purchase
- Provides vital information
- Assurances from you
The definition for a good product user experience varies. Your industry has a great influence on the definition so it is imperative for you to test your pages. Testing your pages can help you get the best results.
Your web design efforts should revolve around selecting the best way of displaying your products. Your product display will determine if visitors will become loyal customers. Visitors will become annoyed if they have a hard time in finding products that fulfills their needs. They will leave your site and make a purchase from your competitor’s website.
Catch your visitor’s attention but don’t overdo it
The way you present your service or product is essential to the success of your business. This is why you should take careful measures when it comes to product or service presentation. Your first impression will sway the actions and decisions of your site visitors.
As an e-commerce store owner or a designer that creates a store, you should focus on making a big first impression on your visitors. Your first impression should be remarkable and positive. Your first impression can also help establish your brand in the industry.
You need to make sure that your products get noticed before making any sales attempts. You will be in a position to secure a sale after you have caught the attention of your prospect. You must learn how to engage and arouse your potential customers. Your creativity can help you capture the attention of your prospects. Let’s take a close look at two simple tips that can help you achieve this with ease.
- Surprising your visitors is one easy way of getting their attention.
- Offering unique products is another simple way of capturing your prospect’s attention.
Offer answers before the user ask questions
A poor product layout and lack of details are two main reasons why many e-commerce businesses fail to succeed. Your visitors will leave your site in a matter of seconds if your product page fails to give them what they need.
Your prospect may feel that your products are not suitable for their needs. Your page must convey a strong sales message. A strong sales message can help convert your prospects to loyal customers.
Online shoppers are very sensitive about prices. Pricing information should always be listed on your product pages. Savings information should also be listed on your product pages. Visitors to your site will make a final decision on these two factors. They will always be interested in saving money.
It is frustrating for online shoppers to find out that a product is out of stock after they have made a decision to make a purchase. You can avoid this problem by assuring prospects that you have the listed items in stock. Listing the number of items in stock is one effective way of making your potential customers feel at ease. They will be more inclined to make a purchase if you implement these measures.
Providing complete delivery information is also essential to securing sales. Many online shoppers are now aware of the scams revolving around the price of delivery. Delivery is well-known for producing anxiety in consumers after making a purchase. Delivery costs should be listed on your site. This can help avoid any potential misunderstanding between you and customers.
Offer every piece of information that is needed
You need to make an effort to offer compensation for consumers who are not able to handle and inspect your product. Quality video and photos can help bring your products to life. Quality video and photos can help your visitors make an informed decision.
Many of your prospects will not be impressed with simple screen shots of your products. Bringing your products to life will increase your chances of making constant sales.
The benefits and functions of your products may not be clear to some of your visitors. Your product page can help your visitors learn about your products. Your product page must provide in-depth information on every listed item.
There is a strong possibility that a visitor may understand how your product functions, but he or she may not understand the value of owning the product. Your product page should convince the visitor why he or she should purchase the product. It should also point out the fine features of the product. Online shoppers are well-known for purchasing products that are relevant to their lifestyle and personal tastes. A strong product page will cover both perspectives.
Some of your products may need accessories in order for them to function properly. Let your prospect know if he or she needs to purchase accessories for a particular product. This is a good gesture that can help you solidify a solid relationship with your customer.
You may not be creating a product page for popular brands. Some online shoppers may be leery about purchasing products manufactured by less popular manufacturers. You can increase the comfort level of your visitors by displaying security features on your site. You can also increase the comfort level of your visitors by providing multiple customer reviews, parent company information, and brand heritage messages.
The overall price of a product may promote the message of quality, but you can help consumers make an informed decision by providing high quality videos, clear photos, and real customer reviews.
White space and CTA buttons increase conversions
Many online shop owners do not have a clue as to what can drive sales and gain maximum exposure for their business. This is probably why you see some e-commerce website owners clutter their product pages with dense text and poor functionality. It is important for you to use the concept of simplicity when it comes to creating product pages. A cluttered product page can hinder your sales message and call-to-action.
Confusion is the culprit to poor sales. Make the “Proceed to Checkout” and “Add to Cart” buttons consistent, visible, and clear for your customers. Your call-to-action should always be displayed in the form of a button. Online shoppers have been programmed to look for a button when they are ready to make a purchase.
Showcase your product well
Most products in today’s market have many features, but they also have few selling points. You can distance yourself from your competition if your product page contains several selling points for each product. Hardware features, service, and design are just three examples of extra selling points you can use for each item on your product page.
Quality is a great selling point. Your customers want to know that they are getting a quality product shipped to their front door. Emphasizing quality points can help you get a huge edge over your competitors.
There is a possibility that your competitors may carry some of the products listed on your page. Your product page should convey the message that your competitors may carry the same products, but they are of a lower quality. The quality of your products should always be listed within your sales presentation.
Product photos will instill confidence in your visitors. Consumers are leery about making purchases from sites that fail to provide product photos. Product photos will give your visitors a chance to see what they are buying. You should always use good photography software for your items. You should also take several photos of your items from different angles.
Sales copy is another important matter that should be addressed when it comes to creating your product page. Excellent sales copy is responsible for building multi-million dollar e-commerce enterprises. The sales copy on each page should be professional.
Hiring a seasoned sales copy writer may be your best option if you are inexperienced in this department. The table stakes for each page should contain shipping options, prices, and many other important details. Bullet points can help your prospects digest your copy with ease.
Include customer reviews
Online shop business owners are now discovering the value of including product reviews on their product pages. Product reviews can increase conversion rates. They also provide additional information on listed products.
Customer reviews are endorsed by many leading sales experts around the world. Customer reviews help consumers learn more about products. Listing customer reviews on your page can help maximize annual sales for your virtual business.
Each review should have the reviewer’s name and a short review on the product. Customer reviews will give your site credibility. You should always ask your visitors if the reviews on your site are helpful. This can help you determine if you need to make small tweaks or changes to your approach on providing reviews.
Offer complimentary or related products
It may seem like a bad idea to listed related products next to your biggest sellers, but this tactic can increase your sales.
This sales strategy is used by many top selling e-commerce stores around today. Your related products should be placed strategically next to your biggest sellers. This can help avoid confusing your customers.
Conclusion
Product pages can help you secure or lose sales for your online shop. As a UX professional, it is your responsibility to provide a user experience that will lead to sales. Using the tips listed above can help you see the main conversion points on your product pages
Add some delight after your product page is laid out correctly. This can encourage your site visitors to make a purchase.
Your creativity, boldness, and uniqueness will help in designing a product page.
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