How to master the perfect Product Page

There’s nothing more annoying than heading over to what looks like a lovely ecommerce website to buy those shoes you’ve been searching for, clicking on the item…and there’s a blurry, confusing product page. It severely grinds my gears and instantly makes me turn around and move onto the next website, or even actually step out of the door and go shopping the old fashioned way!

No ecommerce site is complete without the very important product page that’s feature rich and easily accessible, although a surprising number of ecommerce business’ have truly terrible product pages. Being creatives we can be very picky about designs and layouts but you don’t have to be looking at websites every day to spot these big no no’s!

Be the customer!

The key to getting the product page right is just to be what you are, a customer! The page needs to be accessible for all users, some pages can become frustrating for a customer which can resort in them leaving the website altogether. The right features placed in a suitable layout can make a website.

The Right Features

Image Quality

There’s nothing worse than an awful quality image on a product page; as soon as the page loads and I see that pixelated blurry image I instantly click off. It’s not hard to take a good quality photograph either, take a few not just one that you think ‘That’ll do’. It’s important to show off what you’re selling!

Alternative Views and Zoom

Alternative views and zooming allows the customer to clearly see what they’re about to purchase and gives that feeling of knowing every detail without having to visit the store. Again, the images need to be quality rich – especially with a zooming feature.

Urban Outfitters with their quirky website provide a zoom function and you can see the quality of the photograph even when you zoom into the smallest of detail. As well as the zoom function customers can flick through the different angles of an item.

Reviews

Customers know they can trust you when they can see reviews from other customers, they’ll know exactly what they’re getting and will be able to make sure their product is the best of quality.

Call to Action (Add to cart, carry on shopping etc.)

Call to actions are inviting and help for accessible reasons, they’re used on all ecommerce websites now to help with going through a process. Lacking a clear call to action on a product page can lead to customers leaving the page in frustration – even if they were planning to make a purchase!

Stock Info

Customers can automatically know if their item is available without having to go through the payment process only to find out its unavailable. Frustrating the customer will draw them closer to leaving the website and creates a negative impression on the company.

Cross Selling

Suggesting products that are similar shows your helpful side. Someone buying that all important suit jacket will probably need the correct matching trousers as well; cross selling helps the customer with this allows for a quicker way of shopping, as well as increasing the amount of products a customer might buy in a single session!.

Price

It’s an obvious one but with a number of features to include its important to remember the basics – don’t forget to list the price of the item!

Payment Methods

It’s all part of creating a stress-free user experience, having all the payment method information a customer wants to know on one page.

Size Guide

This can be done in numerous ways, one being a drop down size menu and the other being a window with a chart to show the customers their correct size fitting. This is commonly used for clothing and shoes but using it for items such as furniture and accessories can be helpful for the customer to ensure they are happy with the size of the product.

Colour Options

Rather than having multiple variations of the same item but with different colours why not provide a colour chart? The customer selects the colour they want and the image changes colour to show them a preview of what they will receive. This would also have to link with stock availability to make sure the customer knows if there are any available in the relevant colour.

Sharing

Your customers become in control with sharing buttons as they can ask their friends for an opinion as well as your business getting free publicity.

Description

A full description of the size, colour, fabric etc. so that the customer can trust that they’re receiving exactly what they are searching for, especially when they’re looking for specific details.

Tesco’s product description creates a lovely vibe going into detail about their product and also suggesting how to use them.

Message prompt

A short message that pops up when something isn’t selected and the customer wishes to move on. Again, another helpful tip for the customer.

There’s always going to be more that can add to this list but you don’t want to clog up your product page and scare away your customer. Every product page is different but these key things should be included in order to create a comfortable buying experience for your customer.

Sian Clifford
  • Written by on 13th August 2013 at 13:09
  • “Sian Clifford is a marketing assistant at Fluid Creativity.”
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  • Zaff

    Great article, the quality of the product image is essential – encourages partnerships between brands, reassures customers, and ultimately reduces unhappy customers and returns.

  • Zaff

    Great article, the quality of the product image is essential – encourages partnerships between brands, reassures customers, and ultimately reduces unhappy customers and returns.

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