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.