One of the biggest concerns that owners of electronic commerce are to increase the conversion rate and sales of their items. This battle could easily win or lose on the product pages of an online store. The structure and the proper design of these pages are essential for search engines to rank in a higher position, and that your potential customers finalize the process.
Then we will give you a list of the basic elements that must have product pages of your shop so you can increase the number of conversions.
A good way to start the design of any page is to list its elements in order of importance. Sort the items on the page based on user experience guarantee the page will not only meet the needs of users, but also make the design process much more agile.
The order of importance for UX elements on a page are as follows:
- Product Image
- Product Name
- Buy button
- Delivery Options Returns
- Technical Specifications
When making a purchase decision, users rationally and emotionally evaluate a product. Therefore the product page should excite and reassure the user at the same time.
1. Product Image
Whatever the item you want to sell, whether washing machines or shoes, this is the most important element of the product page. Product image speaks to the emotional part of the brain and helps you create excitement and need for the product itself. The picture conveys the emotion that the product description cannot convey.
Users rely product image to evaluate its characteristics. For example, make zoom on a bicycle tire to see what ground can circulate, or a blouse to see the quality of its fabric.
For the image to be effective it has to be large, so users can zoom in on it and appreciate the details without losing quality. In addition to the main photo it is good that you include a small gallery of photos that show your product from different angles.
2. Product Name
The product name has a purpose: users to check that this is the item you want to buy. But you can also give your personal touch and add some words that appeal to the emotional part of the brain.
Think about adding a brief description of the product in its own name. For example, if you want to sell sneakers, you can add “very comfortable” or “perfect for running” in the product name. In addition to reinforcing the message you will be helping the SEO of your page.
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3. Button Buy or Add to Cart
The buy button has to stand out and be easy to see on the page. A quick way to check whether your button highlights or not to test. It’s pretty easy; you just have to squint to see the slightly faded page. Stresses the button on anything else? If the answer is no, then you have to make it stand out, giving it a unique color that is not used anywhere else or make it bigger.
Another thing to consider in designing the buy button is the copy. You can use the “Buy Now” or “Add to Cart”. Perform tests A / B with slight changes in color, size and message button can help you increase the conversion rate.
There are two ways to address this element. If you are competing on price, that is are selling the same product as many other suppliers, then you must highlight it. But if you are competing in other ways, such as with a single product or with related (such as express delivery or customization) services, do not put so much emphasis. In this case seeks to highlight the benefits of the product in its description to appeal to the emotional part of the user.
You must compose yourself the characteristics of each product rather than relying on the default text supplied by the manufacturer. Writing your own text provide an added benefit to improve their on-page SEO, as have the ability to integrate the keywords you want in the copy.
This text should appeal to the rational “A sneaker with templates breathable and padded fabric” as the emotional part “A shoe designed for modern urban corridor”.
6. Options delivery and return
One of the biggest reasons why users leave the cart is because the product page does not offer sufficient information about costs and shipping times. Ideally, if you can afford it, it is to offer a free delivery of 2 or 3 working days for example, and a shipping option within 24 hours paying a little more.
You must also include information on the carrier, if you offer order tracking number or notices when delivery will take place.
It is equally important to give information about shipping and the return policy. Be sure to inform your users about it on the product page.
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The opinions of previous users are used by customers to evaluate product quality and service, and to find other features that may not be listed on the product page.
If we take the example of shoes, opinions can be read by users to check if the size of the shoes is accurate.
If you can collect a number of opinions you summary credibility to your product page and your old customers will help you sell more items.
Finally, it is important not to hide the negative reviews. If all opinions are too positive users might question its accuracy and validity.
8. Technical Specifications
A huge list of features and technical specifications can be very boring for the user, but at the same time is very necessary. A good way to address this issue and make it available to the user is through a sub menu as ZARA ago. In this way the user interested in the more technical features of the product can easily consular without the page layout will suffer.
The main purpose of a product page is to sell. However, many online stores fail in the attempt to show numerous offers and related on this page.
There is nothing wrong with cross-selling, as it can increase sales and reduce bounce rate, but should be moderate and organized. Too many products can distract users. The products should always be at the bottom of the page to not saturate your design.