E-commerce is a crowded market and it’s only getting more competitive. To get ahead of the competition, your product pages need to be in tip-top shape. It’s not enough to just have a website or an app anymore. When a customer arrives at the landing page of your product, they need to have a clear path to purchase.
Helping your potential customers turn from visitors to shoppers is easier said than done. When you’re planning to promote a new product on your site, you need to make sure it’s set up for success. That includes having these five elements on the product page that are proven to drive e-commerce sales. Don’t keep waiting for customers to discover your brand or products. Bring them in with what industry experts know to work best.
Make Sure to Have These 5 Elements on your E-Commerce Product Page
At any top digital strategy agency, they’ll tell you that every e-commerce product page needs to include a set of features that drive sales. It can be frustrating to see a well-executed product launch get halted by a lack of web traffic and conversion. Ensuring you have these five elements on the page should help give you the best shot at converting visitors to customers.
One of the cornerstones of getting a new e-commerce business started is obtaining quality visuals for your products. When we talk about quality, what exactly does that mean. Well, for starters, it means a high definition image. Many new smartphones can get close to the quality we’re talking about, but professional cameras will get you the best images. Don’t just take one or two either! Be sure to grab angles of the product to help alleviate the uncertainty customers might feel about not getting to see the product in person.
There are a few strategies to consider when photographing your products as well. Don’t be afraid to over-do it with the different perspectives and views of the product. Likewise, make sure you’re taking each photograph in good lighting and without any other things around the product to distract the customer.
Likewise, you also want to include plenty of white space around the product to help drive the visitor’s eyes to the product. Everyone from Apple to big box stores like Target uses this for their strategy for their product pages. Combine quality images with these other elements of a successful e-commerce page and you’ll be in good shape.
Effective Product Description
You’ll need to describe the product on your e-commerce page, so how can you best sell your product without, you know, sounds like you’re simply trying to push inventory out the door. Well, a good product description includes a simple description of the product itself. Make sure you’re not rambling on for sentence after sentence too. Keep it short and simple. Breaking things down into bullet points is helpful too. Highlight key features and specifications this way to avoid boring the customer before they even learn everything there is to know about your product.
In short, a customer isn’t going to stick around to read a giant paragraph of plain text. Keep it simple and quick by using keywords for your product and getting to the gist right away. If you’re selling more technical products, then feature these quicker blurbs above the heavy stuff, but be sure to include the fine details when necessary.
Meaningful Interaction with the Product
A great image isn’t just going to convince someone to buy a product. In fact, sales are usually higher for products where customers see someone meaningfully interacting with the product. What does that look like? Well, videos are one way to help show what the product looks like while being used. REI is great about this with their backpacks. You don’t just get quality visuals as we talked about above. You also get a video detailing the backpack’s functions. That’s not all either; you’re also getting still images of someone wearing the backpack.
You can easily envision owning this backpack thanks to the detailed interactions shown on REI’s e-commerce product page. Set up your product with this amount of meaningful imagery and videos and you’ll help convince shoppers that not only could they see your product in their lives, but that they need it.
Clear Price and Call to Action
Brand strategy services will always say two things keep a customer from buying something they know they want: a clear listing of the price and a simple-to-follow call to action. We often see the latter in e-commerce listed simply with a button that reads “add to cart” or “purchase.” This might seem like a simple functionality feature, but the add-to-cart button actually helps motivate visitors to make a purchase. Without that button, they might think they’re a few pages away from ordering. In the time it takes to navigate those few pages, they might convince themselves to hold off for now.
Likewise, a clear price might sound like a no-brainer, but you’d be surprised. Sometimes e-commerce sellers are so focused on imagery and descriptions they forget to just list the price at the top of the landing page. You can place it lower if you want to bury the lead a bit, but more often than not, that proves to be more of an annoyance than a motivator.
Last but definitely not least, customer reviews go a long way on an e-commerce product page. One thing you’ll hear a lot of trusted digital strategy services agencies argue is that customers don’t necessarily always trust the seller to give an honest review of their product. In your description, you’re talking about all the great things your product can do. The skepticism of the overly positive description and quality images is easily offset by including customer reviews. You can even prioritize the top reviews on top, but don’t filter out criticisms either. People won’t trust your product page if it’s just 5 stars all-around.
Put your E-Commerce Page in the Hands of Experts
If managing all of these different elements sounds like a huge task, well, it is. That’s why it’s crucial to ensure each product page on your e-commerce site includes these features. If you’re needing a helping hand, then put your trust in an expert digital strategy agency.
Rae Steinbach is a graduate of Tufts University with a combined International Relations and Chinese degree. After spending time living and working abroad in China, she returned to NYC to pursue her career and continue curating quality content. Rae is passionate about travel, food, and writing.