How to Design Ecommerce Product Pages That Convert

Just like a brick and mortar shop, the arrangement and layout of your online shop matters too. The approach might be different but the fundamental thought remains the same i.e. to attract customers and increase sales. While in a physical store one can show the product to the customer and explain about it face-to-face, an online store has to do it though the ecommerce product page. So it becomes essential for an online store to have attractive and informative product pages that help in conversion.

In this blog, we will share some insights on how you can design your product pages to increase your ecommerce sales.

1. Keep the design minimalistic

Cluttering up your product page is the biggest mistake you can make while designing it. While it might be tempting to offer too many things to your potential customer, you must understand that it hardly helps in conversion and can work negatively in many situations. You should continue providing reviews, descriptions, and other important things but don’t divert your customers from what has brought them there i.e. the product they are looking for. Place the Calls-to-action buttons smartly around your product page for easy access. Hire an ecommerce development company that understands the importance of conversion focused website design and used sound conversion principles to design your product pages.

2. Use visually attractive Product Pictures

As the customers are unable to touch and judge the product, the picture of the product is the most important thing they get to see before they place the order(s). Therefore, there should be high resolution images for all your products and the images should have zoom-in option for a clear view of the product. Display pictures taken from different angles and employ scales to define the size of the product. For example, if you are selling a purse, a model might be holding it to give an idea to the customer of the actual size of the product. Or if you are selling an anklet you would do well to show how it actually looks on someone’s feet.

3. Use Product Videos

Product videos, if used well, can lead to high conversions. While producing videos will definitely increase your expenses, but if your product is something that needs a visual demo, it will be well worth the investment. Even for normal products a video can answer several questions that the customer hasn’t even asked. If you are not sure, you can add videos for certain products and see if you notice any changes in the revenues generated from those products.

4. Use Descriptive titles and informative descriptions

Use descriptive titles that attract the customers to click and have a look at the product. The product descriptions help with the SEO too but it shouldn’t look like it has only been put up for SEO optimization. It should be informative and provide all useful details about the product. The information should clearly tell the customer what they can expect from it. It shouldn’t be misleading as you might win a onetime customer by misleading them but they are never coming back, not to mention the additional expenses you will incur in product returns.

5. Put smart ‘Color-selection’ Options

A product available in different colors should be displayed as a single product with an option to scroll through the available colors. This helps the potential customer to decide which looks and works better for them. Opening different product pages for the same product with different color is cumbersome and you might lose a few potential customers for the same.

6. Put User Reviews on the Product Page

User reviews impacts customer decision to a noteworthy level. The product reviews almost works like someone is individually suggesting the product to the buyer. It is consumer psychology to go for tried and tested things. Moreover, encourage your happy customers to leave a product review by providing various incentives to them.

7. Use your product page for Cross Selling and Upselling

Cross-selling and upselling products of course are great ways to generate more sales from your existing traffic. You should opt for it too, but make sure it isn’t forceful. It should be suggested after the end of the product description and shouldn’t replace the attention from the actual product the customer is interested in.

8. Keep a check on the page load time

Slow page loads can dramatically decrease your store’s sales. Given there are so many options available to the customers, they won’t stay and wait for your pages to load. Keep your pages minimalistic in design and coding and do everything you can to make them load fast. Test your page speed using various page speed benchmark tools and work on the recommendations these tools provide.

9. Provide ‘Trust Signals’

There are many questions that arise in the mind of the customers when they are on a specific product page. For example, they might be doubtful for the warranty of the product (for electronics and similar items), about the security of the payment gateway, or any other thing. You should answer these questions even before they ask by providing trust signals in the form of icons and security logos.

To Conclude…

If you are running an ecommerce site, you would know it’s not really easy to sell products online when there are hundreds of other websites selling the same product at more or less the same price. At a time when ecommerce websites are getting commoditized, it’s important for you to be very careful about how you design your product pages to make the most of the visitors you are getting. In ecommerce industry what makes you a winner is not how many people visit your website but how many of them end up buying something from you.