Your website’s analytics may tell you that streams of new visitors land on your ecommerce website every day, but if they are not buying what you’re selling, then it is just a vanity statistic. It is possible that your product page design is at the root of the problem.
You have products to sell and an ecommerce website to sell them on. Great! So, why are more people not buying? Your website’s analytics may tell you that streams of new visitors land on your website every day, but if they are not buying what you’re selling, then it is just a vanity statistic. If you’ve done your research and you know that there is a target market for your product, then it is possible that your product page design is at the root of the problem.
No matter how good a product is, if your product page is a disaster, then people will just move on. There is always someone else selling something similar and they are only ever a couple of clicks away. But fear not, we’re about to share some free advice on how to revamp your product pages for sales success! Let’s get started…
Do you know what keywords you should be ranking for on Google? Keywords are all about using the right terms and phrases on your website so you can attract customers, and we included a lot of the key information you need to know on this subject in our blog How to boost your website’s Google ranking in 2018. By sprinkling the appropriate keywords throughout all your web pages, people will find it easier to locate your website via Google search. Insider tip: make sure the page URL also includes keywords!
The internet is a strange and wonderful place, filled with rabbit holes and colourful characters. That is why a few signposts are good to have so people know when they are in the right place! Ratings and reviews are great signposts to stick up because they prove that there is a community of people who already buy from you, enjoy your product and trust your trade.
Concealing your product price behind a veil of smoke and mirrors is a very old-fashioned approach to sales. Today’s savvy consumers don’t have time or patience for such games. Instead, the more information you can give them the better, so don’t hold back. Provide detailed product descriptions, product demos, reviews and, most important of all, the price! Of course, you can be clever about how you display the price, making sure the appeal of the product is aptly conveyed before the price is revealed. Just don’t hide it!
Website navigation for eCommerce pages can get complicated very quickly if it is not designed appropriately. This is because there is typically a lot more pages on an eCommerce website than the average website. A common problem is when a customer wants to go between multiple product pages without losing the last one they were on. This is why many retail websites include wishlists or show a carousel of the last products the customer looked at the bottom of every product page.
Continuing with the idea of keeping navigation simple, this is vital for an effective checkout process. In our blog, 5 crucial tips to avoid cart abandonment, we told you how in 2017 the global cart abandonment rate reached 78.4%! That means that over three-quarters of the people who clicked ‘Buy now’ or ‘Checkout’ never finished the process. To avoid lumping your ecommerce website in with this statistic, make sure your check-out process is as simple and clear as possible, with no nasty surprises (yes, we’re talking about those shipping costs) on the way.
If you’re selling a quality product, then your product page should also ooze quality. Blurry, badly cropped images send out the wrong message and don’t help you build trust with your visitors. Think about it, if you walked into a homeware store and the wallpaper was peeling off the walls, and the display cabinets were covered in dust, wouldn’t you begin to wonder what else are they skimping on? Online these kinds of red flags really stand out. Images are great not only for showing your professionalism but when used right they also set a mood, highlight a product’s features and express your brand’s personality.
Call-to-Actions, or CTAs as they’re commonly referred to, tell your customer what to do next. They are essentially buttons with copy. ‘Buy now’, ‘Add to Cart’, ‘Pay now’, ‘Add to Wishlist’, ‘Share’, and ‘Review’ are all informative and actionable CTAs that guide your visitors along the customer journey. Too many CTAs or badly designed CTAs can have a negative effect on your conversions because people get lost on the way to checkout or never find the product they are looking for to begin with! It is worthwhile taking the time to test all the CTAs on your website and making sure they are primed for clicking.
Designing an effective product page is all about understanding user behaviour. You need to look at your website from a new visitors point of view and see what kind of experience your website provides. Is it an enjoyable one, with eye-pleasing images, straightforward navigation, informative product descriptions and a simple checkout process? Or is it a frustrating maze of pages and CTAs leading to eyesores and more questions than answers??
Is it time to make some much-needed changes to your product page? As experts in user experience (UX) and user interface (UI) design and strategy, we can help! Get in contact today to optimise your website for a user experience your customers will love.