Let’s try a quick experiment.
Head over to your Google Analytics Account for your ecommerce store.
Which pages have the biggest number of page views?
I’m nearly 100% certain that it will be your product detail pages. If it isn’t then there’s probably something seriously wrong!
I don’t mean a specific product page for a single item. Rather, I mean the template – all of your product pages combined. ( BTW read about product page templates here)
It’s difficult to underestimate the importance of product pages when it comes to ecommerce. They’re easily the most important pages, surpassing home-pages, checkout pages, category pages and so on.It's difficult to underestimate the importance of #ProductPages when it comes to #ecommerce. They're easily the most important pages, surpassing home-pages, checkout pages, category pages and so on. #EcommerceTips Click To Tweet
Imagine, for example, you’re looking for a new MacBook Air on Google.
You type a query into the search box and you’re immediately greeted with product ads that lead you straight to product detail pages.
Other marketing campaigns do the same thing too: Facebook remarketing, PPC, emails, social ads, and so on.
Almost always, they lead directly to product pages.
So it’s absolutely crucial that your product pages are converting well. In this post, I’m going to show you some simple, bite-size, and incredibly effective tips for mobile conversion optimization of your mobile product pages.
The way people are shopping is changing. In 2017, mobile purchases made up 58.9% of all ecommerce sales. In 2021 this figure is expected to jump to nearly 75%.
The way people are shopping is changing. In 2017, #mobile purchases made up 58.9% of all #ecommerce sales. In 2021 this figure is expected to jump to nearly 75%. #stats Click To Tweet
By ensuring your optimization strategy accounts for this shifting landscape, you’ll be prepping your ecommerce store for success in an age of mobile shopping.
Most online retailers pay most attention to desktop pages (btw. here you’ll find a product page optimization checklist for desktop!).
But as sure as night follows day, most of your future traffic will at some point start to come from your site visitors’ beloved mobile phones.
Just a quick list of the 8 bullet-proof mobile product detail page optimization tips:
Tip #1: Place Photographs First
Tip #2: Support Mobile Gestures
Tip #3: Make it Clear There Are More Images
Tip #4: Fit the Add-to-cart Section Into a Single Screen (Removing the Need to Scroll)
Tip #5: Add Prompts to the Add-to-Cart Section
Tip #6: Enable Visitors to Easily Access Additional Information
Tip #7: Use Full-Screen Toplayers
Tip #8: Add Cross-Sells and Upsells
Let’s dive in.
People buy with their eyes!
And they want to see the product straight away.
In fact, more often than not people don’t care about the name of a product.
They just want to see it!
So make as much space for the product image as possible and place it at the very beginning of your product page.
At Growcode, we’ve sometimes improved client mobile conversion rates by pushing the product name below the main image. You should run your own A/B tests to see if it works for you.
Time for another “experiment”.
You’re on your mobile and you see a photo on an ecommerce site of a product you want.
What do you do?
You swipe it!
You land on a great picture. But you want to see the details of the beautiful dress or the newly-released state-of-the-art headphones.
What do you do next?
You zoom it!
You – and practically all of your potential customers – carry out these actions on autopilot because that’s what you’re used to doing. The behaviour is automatic.
And that’s why you must support mobile gestures! Enable easy (one-thumb) swiping and zooming.
Oh, and by the way, there is never any need to open photos in pop-ups of any sort. Just don’t do it.
Growcode also recommends this eBook:
Ecommerce Optimization Checklist of a 7+ Figure Online Store
Your site visitors need a little encouragement. After thousands of split-tests at Growcode, we’ve found that hints and prompts are among the most effective tools in any online retailer’s conversion-optimization arsenal.
Think about it. How are your visitors supposed to know you’ve got four wonderful shots of your new flagship summer dress?
They won’t. Not until you give them a nice little suggestion.
And there are two ways to do it.
#1: Show a snippet of the next photo in the frame of the current one.
#2: Show dots indicating there is more to see.
Simple but powerful.
Strategically place all the key details a customer needs when he is about to put an item into his shopping cart (BTW find out how to optimize mobile shopping cart and what i the best mobile shopping cart design).
All pieces of indispensable information should be next to each other and fit into a single mobile screen.
These indispensable elements are:
Don’t force users to scroll up and down to ensure they’ve got the right size or color. Place every bit of vital information in close proximity.
The add-to-cart section is the best place for all those little extras that encourage customers to make a purchase. In particular, consider including the following three elements:
Human beings are all different.
Some customers are quick shoppers like me. I see a nice product image and bam – it’s ordered.
But there are also guys like my father. He reads every single piece of information before he makes an order.
And you need to satisfy both groups.
Let users easily dive into details if they want to. And provide information about shipping and payment options too (along with product descriptions and specs).
Make the information accessible but also keep the product page nice and short – with options to expand only if users want to.
Usually clear and easy to understand badges can give all the info and there is no need of writing 2-3 sentences.
1year warranty, free shipping world wide, made in USA, handcrafted product or similar things can be easily communicated through image. Find out an example.
Justin Gecevicius – Co-founder of Adkings Agency
As marketers, we all love toplayers and popups.
They work well on desktop because people are used to windows opening inside of other windows – any idea why Microsoft’s operating system was named Windows?
But toplayers don’t work well on mobile. There’s just not enough room for multiple windows.
So when you have additional information you want to present through a toplayer, use full-screen one.
Customers will interpret it as a new screen. It’ll be like an in-app like experience.
It’s also best to enable a swiping motion to close the toplayer and provide a clear way to x-out of it, like an “X” mark or “close” link.
Just make sure the exit button is big enough to be tapped by clumsy fingers!
Product detail pages are the ideal places for presenting users with extra items available in your store.
Let’s say you sell clothes, for example. You should include at least some of the following elements on your product pages:
Your aim is to either upsell or cross-sell. Preferably both! BTW it works also pretty well to your customer lifetime value.
As a general principle, placing two or more lines (or carousels) of suggested products is a good idea.
And here’s a quick tip to get more products in a single line: show two full pictures of additional items and part of the third one. This will prompt customers to swipe to see more.
Ok, so here’s a quick summary of what we’ve covered. You can use this checklist when you’re developing your next optimization campaign:
Follow these tips and you’ll create mobile product pages that convert like crazy!
Oh, and I nearly forgot to mention that mobile product pages have to be blazing fast. It’s mobile. You’ve just got three seconds. Otherwise, your customers are gone.
Never forget about that!
Also, watch our video about creating killer product detail pages on mobile so you’ll have all the info summarized and ready to implement in your ecommerce!
Drawing on eight years of experience, we gathered all our top insights into one book: The Ecommerce Optimization Checklist of a 7+ Figure Online Store. If you want to increase the performance of all your pages – from the homepage to mobile checkout improvement – grab your copy here. And if you are more interested in optiming your ecommerce check out more about us and why we’re recognized as a leading Conversion Rate Optimization Agnecy by Clutch.