What is a product page?
A product page is a webpage that displays information about a product for potential buyers. Information like price, photos, product options, sizing etc.
Displaying the right product information on this page increases the likelihood of those products being purchased and is all part of creating a successful ecommerce store! It’s important to always be reviewing how you are structuring your product pages and whether there is anything you can do to improve the experience your customers are having with them.
We’ve compiled five common product page mistakes you may be making and best practices you can use to fix them, so you know you’re doing all you can to turn your websites’ visitors into customers.
What makes a great ecommerce product page?
There are several ways a product page can affect an online store. A great ecommerce product page lets you sell an item to a customer with great selling product descriptions, details, images, pricing and more.
Another question worth asking yourself is; Is your ecommerce store easy to browse through for your customers?
This is the first thing potential customers see when they visit your website – so your product page must be well-designed, simple to use and easy to understand. Otherwise, you will miss out on sales.
Product page mistakes you may be making
Here are the five most common mistakes that lead to customers leaving your product page:
1. Poor page navigation
If customers can’t find what they’re looking for easily, they will bounce from your site.
It could be a confusing homepage product selection process where it’s hard to tell which items are in stock versus out of stock, or a product page is designed to offer the latest fashion and style. But, your customer has come looking for a new vacuum cleaner and just wants to read the product description. It’s not easy to buy when you can’t find what you’re looking for.
How to solve it
Provide multiple, easy to access touchpoints so your customers can find product information quickly. Offer your product selection in different ways, such as by category or new arrivals.
- Categorise. Add a table of contents to list all the product categories on your product page, so your product pages are easier to navigate. For example, create one product page for your vacuum cleaners and then another product page with all the latest fashion. This way, when someone is looking for new clothes, they can easily navigate to that product type versus clicking on every single item of clothing on your product page. It’s also important to label each product type on the homepage so customers know what they’re clicking into before going on the product page. That way, customers can click on only the product types they’re interested in.
- Adding a search bar at the top of product pages will allow users to quickly find exactly what they need without scrolling through all products or searching for items out of stock.
- Providing Filters. Organising your products alphabetically or by newest to oldest products could help customers find what they’re looking for easier without having to spend time going back and forth between different product types. Another popular filter to add to enhance the customer service experience is a ‘Price Range’ section.
- Add to cart/Buy now button. If you want a visitor to purchase your product, don’t make it hard for them to buy it. Make sure your ‘Add to cart’ or ‘Buy now’ button is prominent and easy-to-find. Try a vastly different colour to your brand colours so it stand outs. Bonus tip, if you have a quick ‘Add to cart’ button from your product category pages, you will make it easier for customers to buy your products.
2. Lack of information
Lack of information on your website can lead to product pages being too hard to use and customers leaving. For example, having no description for selling products or your ecommerce product description excludes dimensions, and colour can be confusing when customers look at products online versus in-person.
How to solve it
- Include all of the necessary product information. Writing good product descriptions developed for an optimised website can help boost conversion rates and conversions by assisting online shoppers in making an informed decision faster. This includes details such as the product’s size, color choices, material, and measurements.
- Having a FAQ page on your website will answer any potential questions customers might have before they’re ready to buy. Include links to FAQs on your product pages so customers can easily find them. If a particular product has FAQs specific to it then including them in the brief description of the product section can make life a lot easier for your customers.
- Add product videos to show your product in action and allow customers to visualise the product before buying it. Based on your budget, this is not a necessary step. Still, it will be beneficial to have so potential customers know exactly what they’re buying.
- Include Return Policy & Warranty. Make sure your product page includes information on how the refund process works and how long the products warranty covers, so customers know upfront what they’re getting into if they decide to buy an item from you.
- Add product reviews from customers to your product pages to get feedback on how the product is working for them. Online reviews for business will allow your potential customers to see what others have said about each product which can be helpful when deciding to purchase.
- Show the product’s price clearly and make sure it is in your customer’s currency. If you charge for shipping, include that information too. Studies show shipping cost is of high priority for customer satisfaction. If you have a lot of shipping information, your shipping is worldwide but varies on price in different countries. Then it’s worth having shipping information on another page which can include the cost of shipping split by regions and how they can track their shipping.
- Let customers know what is out of stock/sold out. Update your product page with the words ‘out of stock’ when a customer is viewing an out-of-stock item – this way, they can avoid any unnecessary frustration and be able to find what they’re looking for faster.
Remember that too much information can also be a problem, so make sure to only include product details that are relevant and necessary. If you’re stuck draw some creative product descriptions or product details page design by looking into other ecommerce websites. Check out some questions to ask yourself here when thinking about writing a great product description.
3. No customer reviews
It’s difficult enough deciding what to buy, but without having other consumers’ opinions displayed, the likelihood of a purchase decreases significantly. Reviews offer reassurance that what you see in front of you is worth buying.
Word of mouth is a powerful way to promote your product, and it has been proven that customers are more likely to purchase products with reviews. It also adds another layer of credibility to your product and ecommerce store.
How to solve it
- Add product reviews to your product page. Product reviews will help customers can see what others have said about it before they decide to buy. You could offer customers templates for reviews to make it easier on them to fill out. Make sure to include the product name and type that the customers review is about i.e. paticluar colour or size that was purchased. Online reviews for business will also provide immediate feedback about your product.
- Evaluate product reviews on your product page before publishing them and make sure they are honest, unbiased feedback – anything less is damaging. Make sure to follow up with customers who have left product reviews when you receive positive ones to thank them.
- Use word of mouth. Ask loyal customers you know are active online (i.e. social media, blogging platforms) to leave product reviews on your product page so more customers will have the reassurance they need before buying.
4. Your branding isn’t clear
If your customer doesn’t know what brand they’re buying from just by looking at the product page, it causes confusion. It can result in them deciding not to buy anything because of this lack of awareness about who you are as a company.
Your branding means customer trust, customer loyalty and a great customer service experience.
How to solve it
- Add branding on product pages. This includes company logos, customer service information and contact details. A trademark or logo is a must-have on product pages because it gives customers that reassurance when they buy from you – which means happier customers for you!
- Adjust product images. Ensure your product images are clear and show detail. Customers won’t buy anything if they can’t visualise it. Providing photos of your product from different angles and dimensions is very important. Ensure the sizing of your images is consistent on each separate product page, and the style is attractive and customer-friendly.
- Check tone. If your brands tone is off-putting and doesn’t feel genuine it can put people off buying from you. This could mean spelling and grammar mistakes on the product page, too many ‘in-your-face’ product promotions, or ecommerce product descriptions that are just too sales-y.
- Make it easy to read. Make sure you’re using straightforward, easy to read fonts and formatting like bolding product names to make them stand out. Again, there should be consistency in all your product pages, and your customer will notice if there isn’t.
- Use the right product design. Picking the right product design for your page will greatly impact how your brand is perceived and ensure you have a mobile optimised website. For example a mini site form uses the concept of a single product website design which is great for a small business with less products. Other product page designs include traditional, and long form. Product website design inspiration can be drawn from anywhere so ensure you pick the right product design for your business.
5. You don’t have an optimised website
When customers can’t find what they are looking for on your website, or if customer service is slow to respond or feedback is terrible, your ecommerce store isn’t an optimised website.
When an ecommerce store isn’t optimised, it means that when people browse the site, they might click endlessly before finding what they’re looking for. The customer experience is ruined when they can’t find what’s right for them, and it also means customer loss – your customers are going to go somewhere else where they can get more of what they want in a faster, easier way.
How to solve it
- Make sure your product page is using SEO keywords. This will help customers find what they’re looking for on search engines – this way, it’s easier for them to locate your brands’ products without ending up purchasing from your competition.
- Product webpage speed is one of the most important aspects of a great customer service experience on an online store. Customers don’t want to wait for a page to load, and if it takes too long they’re going to bounce and go to a store that has a their store optimised. Ensure your webpage speed is quick for a seamless experience.
- Include a chat function on your product pages where your sales or customer service representatives are available during business hours, so your customers don’t have to wait for a callback. This isn’t necessary, but it will definitely help optimise your product page by providing your customers with another resource to answer their questions and make the customer experience more customer-focused.
- Mobile-optimised website product pages and ecommerce store is critical. Ensure that when your customers are on your ecommerce store’s product pages on their mobile phones, they have no issues navigating via touch screen or scrolling. You can quickly check the devices your user bases is using with Google Analytics so you know exactly who you need to cater for. If you are yet to mobile-optimise your product pages, you have the potential to increase conversions dramatically.
It’s no surprise that a great ecommerce product page is the most important part of your website. This is why you should ensure your product page navigation is user-friendly, informative, branded effectively and product page design best practices are followed. If you ensure these five potential mistakes are covered, then customers will be able to quickly find information on what they need and have an amazing experience while doing so.