As more and more people go mobile, a lot of work goes into getting your visitors to convert. It’s not just a matter of having quality products.
One of the mistakes you can make, as an Ecommerce owner, is to deliver a poor Product Page Design to your customers. A balance between User Experience and Content Optimisation is what you want to achieve.
If your Product Page Design doesn’t make it easy for customers to check and buy the product, then they will simply leave your website altogether.
We at Handyweb are working with more than few Ecommerce websites, so we thought we should share few tips, coming from experience. Of course, one or more of the following may represent no secret to some of you. Still sometimes they are overlooked, therefore we thought we should mention them.
Optimise your Product Name and Product Description
Good Content is part of your Product Page Design. Make sure to give your customers a clear idea of what the Product is and that it is what they are looking for. How?
1) Do your research
Know your audience – Being a shop owner, you may already know why customers should look for your products instead of others’. Find long-tail keywords you could use to attract your targeted audience.
2) Be descriptive, original and precise
Use descriptive terms and words that value the product – “Victorian China Tea Set, 7 pieces: 3 cups and saucers, teapot” is a better Product Name than just “Tea set”.
Write original Product Descriptions – Whether you are manufacturer of your own products or not, don’t just copy-paste descriptions coming from similar products you find online or from the manufacturers’ websites.
Include all valuable informations – If you think that a piece of information is valuable to your customer (Product Size, Product Weight, etc.) be sure to include it.
If you use WooCommerce as an Ecommerce Platform, it’s not difficult to provide all this information.
3) Think SEO
Include long-tail keywords – For a better Search Engine Optimisation, use long-tail keywords related to your audience in both your Product Description and Product Name.
Mind Page Title’s character count – If your Product Name is included in the Product Page Title, make sure that its character count remains between 50-60 characters.
Optimise your User Experience for Conversion
Update: since November, 2016 Mobile and tablet internet usage has officially exceeded desktop worldwide. Now more than ever you should think about mobile-friendly design for your online business.
4) Show good (lightweight) quality images
Provide clean looking images – Your products should have clean, crisp images, preferably original.
Be consistent – Keep your display images’ style consistent throughout the website. Consistency often inspires reliability. Reliability often reinforces your Brand Awareness.
Always think about Page Speed – Be sure to choose images that are “lightweight”, optimised for Web Broswing. It is known that slow loading times are bad for both SEO and conversion rates.
Here is a thorough article: How to Optimize Ecommerce Product Images for Faster Pages, High Conversion from Practical Ecommerce.
5) Focus on speed and ease of use
Avoid slideshows and animations – Focus on speed. If your Product features more than one image, make the first image as descriptive as possible. Then let the user decide whether to look at other images.
Provide easy interaction – Make sure your main Call to Action (the “BUY NOW” button, if you will) is easy to interact with. If your Product also considers Quantity, make Quantity Selection easy to increase and decrease.
Iterate – Have people test your website from a mobile browser and ask them for feedback. Fix what has to be fixed and repeat.
6) Keep your customers engaged
Wishlist – Maybe your customers are interested in your Product but want to wait for a discount or simply come back later. Consider including Wishlists in your Product Page Design, maybe including an easy email reminder.
Related Products – Maybe your customers are looking for a different but similar product and didn’t know it beforehand. Put this section at the end of the page, as it shouldn’t distract customers from the Producty they’re looking at.
Up-sell – If your customers are looking at an MP3 Player with 8GB of storage, for instance, showing them the same MP3 Player with 16GB of storage could move them towards that.
Cross-sell – Once your customers have chosen the right MP3 Player for their budget and needs, they could be interested in a pair of headphones to buy along with it.
Customer Support – Be always there for your customers and visitors. Live Chat, phone, email, online forms. Make it easy for them to reach you from any part of the website, and to ask for help about a specific Product. This will make it easy for both of you.
Social Media Share Icons – Allow Social Media Share Icons (in a non-intrusive way), if you want your customers and potential customers to “work for you” by spreading the word about a Product to their peers and followers.