E-commerce product pages are the most important part of an online store or website.
If they don’t convert browsers into buyers, you won’t be in business long. In short, poor product pages lose sales.
You spend money getting people to your online business.
Even if you aren’t running ads, you pay for the website, design, images, SEO and time spent on social media.
Each visitor costs you money.
Every visitor that leaves with purchasing ends up increasing your customer acquisition expense.
There are a lot of reasons people won’t buy.
But fixing the most common problems with your e-commerce product pages can help increase your conversions.
And for every percentage your sales increase, the less each customer costs to obtain.
If you are reading this article, chances are you either have or want to avoid e-commerce product page mistakes that will kill your sales.
So let’s get started:
1. Product Title:
When people are searching for something, they will type it into a search engine.
It may be Google, Bing, Yahoo or it could be Amazon, or even your e-commerce website.
You want your product title to reflect what they are searching for.
People seldom search for a product number, they want a toaster, or gift, or whatever.
And if you sell it, you want your product to show up!
Do some searches on Amazon and see what comes up. Try Google’s Keyword Planner.
Use those examples as a guide to create your own product titles. After all, this is what people are looking for.
2. Product Photography:
Product photography is the next important part of a good product page.
The photo is the first thing you look at when they land there.
That is why it is usually given the golden position in the upper left side. (Heat maps prove people look there first.)
Did you know that most buying decisions come from what a consumer sees?
It’s true, so you want your products displayed in a compelling way.
Low quality images do not entice people to buy.
If you use manufacturer images, you won’t stand apart from anyone else selling the same item.
Are your images blurry? Pixelated? Do they show the actual color? Can consumers zoom in to see the details?
If not, you should consider talking with a product photographer to help you.
A series of high quality images should allow consumers to see your product from all sides and different angles.
In some cases, detail shots (or at least a zoom capability) should be available to let people examine the quality.
Lifestyle images help with a consumer imagining how the product would fit in their life. Infographics can show sizes and features. It isn’t uncommon for certain products to have 4 to 6 images depending on the type.
Weaving the images with your product and brand should tell a story to your consumers. This allows you not only to convert with high quality photos, but make consumers want your brand.
If you have never worked with a product photographer before, read my article: How To Brief A Product Photographer so you can get the most from your collaboration and investment.
3. Product Descriptions:
Poor product descriptions will also cost you sales.
This is your product’s introduction to consumers and missing or unclear information can cause hesitation.
Product descriptions should be informative, persuasive and answer the most commonly asked questions about the item.
Break your description into product details/features and product benefits.
The first paragraph should,tell them about the benefits, how this product can help them and will make them feel.
Let consumers know why they should choose your product over one they may find on another website.
In the second paragraph, let them know the dimensions and important features of your product.
4. Too Many Options:
Too many options can have consumers confused and leaving your e-commerce product page without a purchase.
Choice of color and size may be required, but test that it is easy for consumers to make those decisions.
Also, if the product comes in different colors, have product images in those colors.
Don’t leave people guessing how things will look, show them.
Take a look at how Amazon deals with multiple choices by sending people to the product choice they want to see.
5. Don’t Clutter Your Product Page:
Some e-tailers want to show off more of their products on a product page.
This goes right along with too many options.
You want to make certain not to distract a visitor from the item they are looking for.
Doing so can cost you the sale.
Lower on the page, you can have an “Others also purchased” or “Bundle with” section.
These can increase the value of the sale without overwhelming the buyer.
Let consumers rate and review your products.
If reviews are bad, reply and solve the problem.
This allows consumers to see you care about the customer experience.
It also allows them to hear from others who were happy with the product, which instills confidence for their purchase.
7. Include Shipping & Return Information:
Your product page should include shipping and return information.
Even if you have another page for them on your site, don’t assume people will click a link and come back.
A brief synopsis of your shipping & return policy along with a link to the full page will tell them what they need to know.
Often they want to know if they can return the item if it isn’t right.
Make it easy on people and let them know right on the product page.
8. Keep It Simple:
From the time someone clicks the buy button until the end of the checkout, keep it simple.
The more information people need to provide the more likely they will abandon the cart.
Streamline this process as much as possible. The easier it is, the more sales you will make.
Remember, you are not your customer.
Don’t assume because a product page looks good to you, it will to them.
Continue to research, experiment and improve your product pages and you will continue to grow your e-commerce business.
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