The customer journey through an ecommerce website is like a gradual, delicate act of tipping the scales toward a purchase. All the positive factors have to align and no red flags can appear. It’s up to you to create online shopping conditions where the potential customer has no more unanswered questions, no reservations, and feels confident enough to go through with the order.
As you know, of course, plenty of details go into crafting this positive experience for a shopper. As an ecommerce merchant, you’ve got to pay attention to everything from the colors of your logo to the tone of your copy. One area where many of these factors are concentrated is the product page. A product page is the intersection of so many different elements, and can easily tip the scales in either direction: toward a purchase, or back into a forever-abandoned cart. Let’s take a look at four key components any optimized product page should have in order to increase the likelihood of them promoting a sale.
Best Buy sells thousands of different products, which makes an intuitive site and product-page navigation crucial for their shoppers.
Your product pages should be the next best thing to the customer standing in the store and touching the item for themselves. It’s your job to provide every detail that a shopper might want to know. If they can’t find the answer to their make-or-break product question, they may abandon your site altogether. As we discussed above, descriptions are incredibly important details to have on your product pages—but photos are as well.
Product photos are not an area where you want to cut corners. You’ll enjoy a healthy ROI if you invest in professional, high-quality images. They should be crisp, clear, and show the product from every angle. You might also offer 360-degree images or even short videos to give shoppers a better idea of what the product is like. Adding in a few lifestyle shots of the item in use can be helpful too, so shoppers can see how it’s used and envision it in their own lives.
REI's product images of their hiking boots are incredibly clear and detailed. They offer a zoom feature that lets shoppers examine, for example, every groove of the tread on the bottom of any hiking boot they sell.
The best practices for e-commerce product pages boil down to these four elements: discoverability, ease, details, and trust. If you can check all of these boxes for each product page, your sales are highly likely to increase. If you’re looking for an easy upgrade to your product pages that you can do today, request a demo of the Norton Shopping Guarantee. We’ll show you how impactful this widely recognized trustmark can be on the success of your business, and getting started is easy. Contact us today!
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