Beautifully-designed home pages are vital for making a good impression. And robust check-out forms are key for sealing up the bottom of your sales funnel, preventing cart abandonment.
But no pages have a greater impact on sales and overall conversions than product pages. It’s where your customers evaluate your products, take in your special offers and sweeteners (like free shipping), and ultimately decide to click that all-important “Add to Cart” button. Your product page template is like the engine room that keep the whole ship afloat.
Add-to-cart conversions hover, on average, around 10%.That means out of all traffic to a site, around 10% will add a product to the cart. Of all website, around 50% involve a product page view.
At Growcode, we think this is a relatively low number. Most ecommerce retailers are leaving easy money on the table by failing to optimize their underperforming product pages. Research has shown that some retailers convert nearly half (49.73%) of all traffic to their product pages into sales.
So in this checklist, we’re going to give you 20 simple but highly effective product page optimization tips to ensure you’re getting as many add-to-cart conversions as possible. Check your product page if it follows all of them!
The level of detail in Zappos’ photographs leaves little to the imagination. Visitors can see all product features in detail. You want to create an experience for customers that is as close as possible to being in-store.
3. Are photographs of a high-resolution and high-quality?
4. Do product photos highlight the most important features for users (such as the soles of shoes)?
In the Zappos example above, special attention is given to the most important features of products like the soles.
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5. Do you show more than one picture and are they easy to browse through?
Note how the pictures in the screenshot from Simply Hike above are easy to click and also show the product from a range of similar angles. The subtle differences between the images aim to make the visitor feel as though they are sampling the product themselves.
6. For clothes retailers, do you include information about the model near to the photo?
Including information about the size of the piece of clothing and the model wearing it can prompt visitors with similar measurements to buy. It will also put a product into perspective for the customer. The description on Forever 21 underneath “Size +Fit” reads: “The model is 5’8” and wearing a small.
7. Are ratings and testimonials easily available, either by clicking a button or scrolling down?
Crutchfield includes reviews immediately after the product description, with simplified information like average customer reviews.
8. Are the opinions of reviewers easily scannable?
If your customers tend not to write in scannable prose, structure your customer review form so that it asks for short answers that can be displayed as bullets.
9. Do you group together the “big four” pieces of information on the product detail page?
During product page optimization, it’s important to show the “big four” elements prominently and in the same place. These are: a. Name of the product b. Price c. Availability d. “Add product to cart” or equivalent Simply Hike display the most essential information, removing the need for customers to search the page or scroll down.
10. Is your main CTA (call to action) an imperative sentence rather than a single word?
An “imperative sentence” is one that “orders” a visitor to take an action. “Add to cart” and “Click here to buy now”, are both examples. “Add to Basket” udes by Budapester is a common imperative. Phrases like the one in the screenshot above are used in a product pages layout so often for a reason. They work!
11. Is the CTA visible above the fold in the product page design template?
Don’t make it hard for visitors to hit purchase! Including the buy button above the fold is one of those small tweaks that can have a significant impact on your product page conversions.
Include alerts about limited stock, for example, “Only 1 left. Buy now!”
If certain product sizes have sold out, make that clear.
Zappos builds urgency in the product listing above by highlighting a time-limited sale price and displaying low stock levels.
13. Are the steps leading to checkout obvious (after a user adds a product to the cart)?
Two elements need to be present to ensure that customers find it easy to navigate to the cart:
A clear message that a product has been added to cart.
A clear button to go to the cart.
14. If a product has sold out, do you show customers similar products or alternatives (or enable them to sign up for a reminder in case the item reappears)?
Adding a sign-up form (preferably where the normal CTA would be) is an easy way to ensure that customers will be reminded when an out-of-stock product becomes available.
15. Do you clearly show shipping information on the product page?
Reserved realize how important shipping information is to customers. They emphasize their free shipping offer multiple times and provide a prominent link to more details.
16. If it’s common to charge high shipping prices in your industry, do you include a shipping calculator on the page?
17. Are all the specs available in the product description?
Customers shopping in certain verticals will need very specific information about products. Buyers of construction materials, for example, will likely need access to in-depth specs.
Even product pages of common retail products can usually appeal to a wider customer base by including a description of an array of features. Do your clothes products listings, for example, appeal to environmentally-conscious buyers by including details about how they are sustainably manufactured?
18. Are customizable options (like color, size, gift wrap etc.) clearly visible to the user and are they easy to use?
It’s best to use images to indicate different product options, as Zalando does on its product pages.
19. Do you include a visible reminder to select size/color if a customer forgets?
A simple reminder, as in the example from Forever 21 above, is all that’s needed. If customers don’t know how to rectify a mistake, they’re more likely to abandon the process all together.
20. Do you include user-generated content, such as from Instagram?
On Vanity Planets’ product page we can see users content from Instagram. It is giving customers an authentic glimpse of a product and helps them picture themselves using it.
Remember: just a few simple tweaks can make a big difference in your quest for building the best product page design (that converts like crazy)!
Don’t be put off by the length of this list! While it might feel like you’ve been attacked with a fire-house of ecommerce product page advice, it’s important to remember that most of these tips are nothing more than small tweaks.
But while implementing these changes only involves altering a few lines of code, the results can be significant. Small changes to descriptions, photographs and product page design will often boost add-to-cart conversions by several percentage points and help you to create the best product page.