In e-commerce, product pages exist to showcase your products and services to the world. Well-designed product pages engage browsers, dramatically improve bounce rates and boost conversions. As you might expect, there’s absolutely nothing positive about poorly designed product pages. They will suck the life and charm out of your site and wreak havoc on your conversion rate.
If you want to turn more of your e-commerce site’s visitors into paying customers, keep reading to find out how the best product pages get the job done.
1: Don’t overlook mobile
Between November 2015 and January 2016, smartphones and tablets accounted for 51% of UK online sales. This is the first time that mobile e-commerce sales overtook those made from desktops and laptops, so if you’ve been putting off making your website mobile friendly, this should be the incentive you need to make the necessary changes.
If your website is not mobile responsive, you are doing your products a disservice. After all, why invest time and money in product videos, descriptions and crystal clear images if 50% of your website’s visitors can’t see them properly?
2: Encourage social sharing
Social sharing platforms like Instagram and Pinterest allow users to share products they like with their followers and friends. Why not encourage social sharing of your products by including social sharing buttons on your product pages? Even if the shopper posting your product image doesn’t go on to buy the product themselves, one of their followers may see the product and decide to visit your store as a result. Win!
3: Keep product descriptions concise
Product descriptions are an essential part of your product pages, but they don’t need to be monologues. Instead, you should try to keep descriptions short, simple and to the point. Online shoppers will scan for the most relevant information on your product pages, so using bullet points is a great way of helping people find the information they are looking for.
4: Keep it simple
As you may have read in one of our previous blog posts, slow page load times are disastrous for your e-commerce store. In fact, 40% of online shoppers will abandon a website that takes more than three seconds to load. With this in mind, it is important not to go too overboard with your page design, or you risk slowing your load times to a snail’s pace.
Instead, focus on making your product pages as clear and simple as possible. Not only will this make it much easier for online shoppers to gain speedy access to your product pages, they will also find browsing a much more enjoyable experience when they are not being bombarded with information that’s not essential to their experience.
Ultimately, happy shoppers are far more likely to stay on your website and buy from your store. So if you really want to improve conversions, start by giving all of your customers a simple, hassle-free browsing experience.
5: Use quality images
Think carefully about the images you use on your e-commerce site. If they are too small, potential customers will be unable to see what you are selling, too large and they may not display properly on certain screen sizes or cause slow page load times.
Your goal is to encourage shoppers to buy your products, so you should ensure that every single product picture you use is clear, crisp and perfectly sized. If you haven’t got access to a decent camera, arrange a professional shoot with a photographer.
Transform your product pages with Fluid Digital
If you want to find out more about creating product pages that convert, get in touch with Fluid Digital. For more information, call 0161 762 4920, or complete our online contact form and a member of our team will be in touch soon to discuss your requirements.
