Shopify Ecosystem

How To Build An Ecommerce Product Page That Converts

how-to-build-an-ecommerce-product-page-that-converts

Your ecommerce product page can be the difference between a semi-interested shopper that browses and leaves, and an engaged customer who can’t resist the call of “add to cart.” So, what are the key components of a high-converting product page? Keep reading to find out.

How to build an ecommerce product page that converts

As an online retailer, you probably spend a great deal of time optimizing and refining your homepage. You likely dedicate significant resources to getting products displayed on category pages just right. Your checkout process? Tested and reviewed regularly. But, what about your ecommerce product page? Are you giving it the attention it deserves?

Your ecommerce product page can be the difference between a semi-interested shopper that browses and leaves, and an engaged customer who can’t resist the call of “add to cart.” So, what are the key components of a high-converting product page? Keep reading to find out.

7 features of a great ecommerce product page

Certain elements of your ecommerce product page are simply non-negotiable. Follow these seven best practices to secure a conversion at this critical step in the shopping journey.

Use high-quality images and video

The first point of focus on a product page will always be your imagery. High-quality photography that clearly shows the product from all angles is essential. Shoppers should be able to zoom in on your images, whether they’re on a laptop or mobile. Additionally, video footage makes particular details easier to spot, such as how an item moves or what the material looks like under different lighting. Rather than focusing on products in isolation, consider placing them in the context of some of your imagery. If you sell homewares, for example, show table lamps in a living room setting to help shoppers envision how the product would look in their own home (and potentially cross-sell some of your other products). Just ensure your images and videos are optimized so as not to delay page load times.

Include detailed product information

The more detail you can include on an ecommerce product page, the better. Customers should be able to locate any pertinent information they may need about a product to clear up uncertainty and help them confirm they have found the right option for them. Feature details on dimensions, materials, care instructions, sustainability, compatibility with other products (such as for electrical products), and any other points that apply to the item in question. The last thing you want is a shopper to leave your site to Google details they can’t find on your page, only to uncover what they’re looking for on a competitor’s store. The key is to make content easy to navigate – give shoppers the ability to expand and collapse different sections of copy, rather than overpowering the page with long blocks of text.

Display reviews and user-generated content

Reviews lend social proof to your ecommerce product pages and can be the deciding factor in a purchase. Today’s customers seek out opinions from other shoppers to validate their decisions and help them identify the best product choice for them. 95% of shoppers say they consult customer reviews and 72% won’t take any buying action until they have read other shoppers’ feedback. Go one step further than text and invite customers to upload photos of their purchased products to give other shoppers additional perspectives. Struggling to collect user-generated content for your product pages? Reward customers with discounts or other loyalty perks in exchange for their reviews.

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Merchandise for urgency

While many online retailers focus their merchandising efforts on category-level pages, it’s worth spending some time optimizing ecommerce product pages, too. Include merchandising badges to highlight if an item is a bestseller, newly added, or selling fast. Drawing attention to a product’s popularity can create a sense of urgency and compel shoppers to add it to their cart before it potentially sells out. Like product reviews, these badges also reinforce the idea that other customers are buying the same items, validating their decision to purchase. Badges that display sale messaging or price discounts are another effective way to communicate value and encourage shoppers to buy now.

Be clear with CTAs

When a shopper is ready to add a product to their cart, it should be easy and intuitive for them to do so. The design and overall user experience of your ecommerce product page plays a major role in conversion rates, and shoppers should never have to scroll or backtrack to locate the “add to cart” button. Remember, shoppers have inherent expectations for where particular features exist on your site. Don’t make them work to find the most important link on the page. Ensure the design of your add to cart button is clear and highly contrasted with the page background, and try A/B testing different variations in color and wording to see what resonates best with your customer base.

Cross and upsell other products

Lastly, if a shopper doesn’t find exactly what they’re looking for on the first ecommerce product page they open, give them other options. Instead of forcing them to return to the category page to keep browsing, display recommendations for other similar results right there on the product page. This can aid product discovery and help narrow down the shopper’s search to the precise styles they’re looking for, all with minimal effort on their part. Then, when the customer does land on the product they want, cross-sell other items they may be looking for by showing complementary or compatible accessories alongside the item they’re buying.

Ecommerce product page design directly impacts your conversions

Small adjustments to your ecommerce product pages can have significant impacts on your conversion rates. By providing shoppers with all of the visuals and product information they need, encouraging them to buy with helpful reviews and clever merchandising, and making it as easy as possible for them to find the right product and add it to their cart, your product page will convert passive browsers into engaged customers with ease.

Special thanks to our friends at Searchspring for their insights on this topic.
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