Product Page in 2020
In 2020, eCommerce sales are expected to account for 15.5 percent of retail sales worldwide. It was 13.7 percent in 2019 and it is expected to be 17.5 percent in 2020. (Source: Oberlo).
What does this mean? Big growing opportunities, but also increased competition. Now is the time to prepare and stay ahead of all your competitors with high-converting product pages.
Mobile commerce is on the rise (and not just browsing, but actual conversions)
Online Stores are officially storytelling about missing elements from platforms such as Amazon and eBay, and they definitely offer intimacy between business and customers. User experience is already at the core of the online journey and is crucial for every business that is selling online.
Make it simple to use, easy to navigate and be original in content writing. This will guarantee that visitors will simply add your products to their cart and pay with great pleasure. A product page can be considered as the final level to break down the customer funnel. You brought this visitor on your website, this final battle is yours to win! You can do it!
Check below the lists of weapons you should use:
Product Page Design Tips
1. Optimize for MOBILE!
SO many online stores are not mobile user-friendly. IT IS NOT POSSIBLE ANYMORE in 2020! A big part of traffic on your product page generally comes from social platforms where people navigate by using a mobile device! If your desktop version looks great, but you completely forgot about mobile responsiveness. DO it right away! If a visitor can’t get the information he needs on the moment with just a few clicks or taps, he will bounce off and jump into the next product pages (from another website, not necessarily yours)
Do not forget to add a good quality image of the product. It is better if it is zoomable, so the visitors could see all the details and make sure that your product is quality.
Description, product details, return policy, payment methods have to appear on both Desktop and Mobile.
2. Don’t overload visitors with too much information
Break down your product page answering 3 questions:- What is the product?- Why should I get this product? – What can I do with the product? (Benefits & advantages).
All answers should be written with short and clear sentences in English, French or Danish. Clear pictures, graphics, schemes. If the product is more complex or simply needs to be demonstrated, a 1-minute video would be a great add on. Videos on the product page are not always relevant, if you are selling sunglasses, a video for ads can be great, but you don’t need a video to explain how to use and the benefits of it, do you?
Minimize the exit links which are other tabs, other pages, links to redirect to other products. You want the visitor to stay focused on your product until the sale is finalized. It is important to reduce the distraction and to guide him through the process.
3. Call-to-Action
One call-to-action should be clearly seen here: “Add to Cart”. If your customer has to look for it, you have 90% chances to lose him. We highly recommend a “Buy Now” button, allowing clients to directly go to the checkout for the product he wants to purchase. Be sure to have both CTAs noticeable on your product page and no more! Payment methods at the checkout, other products on their dedicated pages. Size if relevant should be easy to select with a pop-up Size Guide. Colors selection in one click and let’s sell!
4. Returns, Refund, and Shipping
Highlight your return and refund policy and shipping delay, those are important elements in the buying decisions. Be honest and fair about it. If you lose a client`s trust.. You lose a client.
Reassurance is a key element. Here are few examples that you can use “15 days to return your item to get a full refund”, “We will exchange under 30 days..”, ” Shipping can take a maximum of 16 Business days”.
5. Product Details
The product details presentation has to be divine! High-quality images, proper layout, and accurate pieces of information.
It is important to have a visual of every item as well as pictures of the products being used. This will give the customer a full image of the product`s idea and purpose.
The most relevant information should be easy to find! As a customer, you want your main questions to be answered first. It is essential to make it clear on your product page. Your visitors should be able to immediately access decisional information such as price, available colors and main features with a quick look (2 seconds).
6. You need a FAQs
Put yourself in your future customers shoes, what would you wonder about this product to buy? What you will need to know before to buy? Anticipate, be ready and… QUESTION!
7. Reviews + Social Proof
Build trust with your audience! Reviews are a very good tool to use for this purpose. Well, real reviews! You should incentive your customers to share their experience with your brand.
Don’t try to fool a customer posting only the very positive comments such as ” This product is simply AMAZING” or “Best jacket ever”. Authentic comments such as “the color was slightly lighter than I expected but good product” or ” The blanket is so comfy, but not as warm as I thought” will have a much stronger impact.
Social engagement builds trust and credibility.
Social media is amazing both for customer service and for connecting directly to your audience. Depending on the platform (Facebook, Instagram, etc.), you have the ability to respond to any reviews that come in and to address questions and negative reviews in a timely manner. This shows other customers that you truly care and will work to resolve issues. It also helps to build trust and credibility over time, two things you simply cannot buy.
8. Create a punchy brand story
Tell me a story, Tell us, Tell them! Identification! We identify ourselves on a daily basis within a group of individuals, as a type of persona, each having certain criteria we are aspiring to be. Building a brand needs to reflect a personality, yes, it does mean you will be liked and disliked by some, but it is the goal! Once you feel your brand being disliked by some, you will know you are on the right track.
A clear message pattern, your own ton of voice to stay consistent, communicate and connect with your audience.
9. Product & Brand ambassadors + Influencers
People using your products, wearing it, talking about it. Final users are the best brand ambassadors and will support your product authenticity. YES, this product is real and working as described! Yes, it uses a useful and fashionable item! YES, it is not only models who look good wearing it!
It is the digital word to mouth! not only digital though, but assuming these ambassadors share their pictures and opinions online.
It will bring you good traffic and brand awareness and definitely some sales!
It can only be the results of a good product and a Huge amount of work upfront! But besides the money, it will be the best reward you can get for your hard work. Keep going!
10. Be consistent
Consistency is definitely a piece of advice for everyday life, a thing a life coach will use again and again to make you understand how important it is!
Like many other things in life, on your website pages, you need it! A proportion and structure between the pages layout Harmony amongst the colors used. Do you imagine to have a Yellow bathroom and Red living room? Actually, it could look good, but you got our point right?
11. Don’t lie
NEVER! Of course, you can make the truth more shinny, we are here to sell after all. But keep a clear ethic, and clients will love and forgive you!
Explain clearly the product materials, if you do help an association through the sale process, mention it ( and don’t if you do not), be honest on the delivery time. And don’t hide or try to delete negative reviews. In the opposite, you should answer and give them credible information when possible. It is crucial for your potential clients to know that you are there ready to help.
12. Page Heatmaps – Analyze data
Different tools are available to analyze and understand what visitors like or not on a page. Where a visitor spends time, when he drops, where he gets lost or where he is clicking.
We recommend this article from WPbeginner to see what tools could match your needs here.
Advice: Cross-Sell and Upsell
A page visitor could get lost after seeing different products proposal, simply hesitating and finally leaving your website without the purchase.
Do not forget your goal – to make it attractive and simple for the client to proceed with the purchase before he leaves the website.
Once he is a client, you will simply include him in your emailing campaign, offer him an upsell after the checkout page!
What else we can do for your eCommerce store? Check it out!
