If online store owners can build their product pages effectively, they will ultimately increase revenue – trust us… we know. Fail to do that, and their marketing efforts will fall short of goals and conversion rates will be less than satisfactory.
Let’s jump into our top questions store owners should ask themselves when evaluating E-commerce product pages:
#1: Do you have descriptive product titles?
Product titles provide all the required information about your products and help users to perceive it better. Descriptive product titles help customers to find exactly what they’re looking for.
#2: Do you use standard layout of product page?
Users are used to standard layout of product pages where product gallery is placed on the left and product overview (title, price, product variants, CTA-button, etc) is placed on the right.
#3: Do you have enticing main image?
One of the most important elements on product pages is the main image. Main image can entice users or turn them away, as it’s one of the first touchpoint and it helps them decide whether to look further.
#4: Do you have gallery with different product photos?
Product gallery is another critical aspect of product page. If your main image entices your visitors, the next thing that we want users to do is to browse other product images. We are selling our products using images.
#5: Does product gallery show thumbnails of other available images?
If product gallery contains 2+ images, you should clearly show that to motivate users to browse product images. The more they engaged, the easier to persuade them to buy.
#6: Does product gallery has actionable elements to engage with it?
Product image thumbnails motivate users to browse product images. But there is another important element that also motivates them to do that – arrows near main image: it works like a call-to-action to start browsing images.
#7: Does product gallery support swipe actions on Mobile devices?
Mobile traffic atrributes for about 50% of Revenue in US ecommerce, which means that product gallery slider should be optimized for native actions on Mobile devices – swipe to switch between images or screens.
#8: Do you have images for different product variants?
Your products can have different colors, materials and other attributes. That’s why it’s important to have product images for all available product variants, so users can see how different product variant looks.
#9: Is product variants selection integrated with product gallery and shows images of chosen product variant?
When users engage with product variants (colors, materials, type, etc), ideally they should be able to see how this product variant looks in the product gallery. It will be clear for them that what they see is what they get.
#10: Does your main CTA-button(s) is the most prominent element on the screen?
The most desired action on product pages is when users add product to cart. That’s why prominent CTA is one of the most essential parts of a product page. Without a CTA, the user experience dead ends when shoppers find the product they want to buy
#11: Does copy of CTA-buttons clearly explain what happens when you click on it?
Copy of each CTA-button should clearly explain what will happen after click.
#12: Does price of a product visually prominent?
For many shoppers, the price is the primary driver in terms of whether or not they’ll purchase. If they can’t easily find the price, they’ll probably become wary and shop somewhere else.
#13. Does price of a product placed near CTA-button?
When shoppers are ready to move to the next step of purchasing process (i.e. Add product to cart), they should clearly understand what is the price of product that they are planning to add to cart.
#14. Do you show all additional charges near price?
If you have any additional product-specific (i.e. additional shipping charges because of the produt size) or country-specific (i.e. VAT) charges, it can become really unexpected if you show it only on Checkout process. It will be really frustrating for shoppers.
#15. Do you show how much shoppers save if you have products on sale?
If you put items on sale, be clear about the sale price and the discount. You should show much users will save due to that discount, both in percentage of savings and how much money they will exactly save.
#16. Do you show shipping information (delivery to shopper’s location, costs, time)?
Based on Baymard’s researches, 64% of users look for shipping information on product page (source – https://baymard.com/blog/show-shipping-costs-on-product-pages). They want to know if you deliver to them, how much shipping will cost and how long it will take. That’s why it’s important to show that information on product pages.
#17. Do you show information about Returns, Refunds and Money Back Guarantee?
If shoppers understand that they don’t have any risks when purchasing your products, then it will be much easier for them to complete order. If they understand that they can easily get a refund and return or exchange an item, it can decrease the fears associated with shopping on your website.
#18. Do you show express payment options that are widely-used by your target audience?
In the last years it became popular to include express payment buttons (Paypal, Amazon, Google Pay, Apple Pay) on different steps of the funnel (product page, cart page, in the beginning of checkout process). These buttons simplify and speed up purchasing process. Also, such buttons like Paypal or Amazon (especially when we are talking about US audience) adds some sort of trust to the store.
#19. Do you provide payments with installments?
In the last years it became very popular to offer payments with installments, which makes easier for shoppers to buy expensive products without big one-time spendings. It’s very important for stores that are selling high-priced items.
If you are selling high-priced items, it’s a must-have feature for your ecommerce store. Based on my experience, about 20-25% of shoppers can use that payment option if you are selling expensive stuff.
#20. Do you show customer reviews?
Customer reviews are playing significant role in ecommerce, because many consumers rely on product reviews and customer comments to decide whether to buy the product.
Amazon is a good example here, because they invested a lot of time and efforts to develop one of the most powerful reviews system and of course they rely heavily on it to convince users to buy products.
#21. Do you show product rating based on customer reviews?
If you already collected any reviews for a product page, you should actively promote that type of social proof higher on the product page (usually it’s placed near product title), so shoppers will clearly see that this product was already purchased by other customers and was highly rated.
#22. Do you use selectors for product variants instead of dropdown lists?
The better UX of your pages, the easier it will be for shoppers. The easier for shoppers, the higher will be conversion rate. If you can eliminate unnecessary actions, you should do that.Let’s say you have your product has different product variants – colors. You can have a dropdown list, where users should click to start choosing the color or you can have selectors with already variants, so users will need just to click on it to choose.
#23. Do you use selectors for quantity feature instead of dropdown list?
Again this recommendation has the same logic as the previous one. It just improves the UX and decrease the number of actions that shoppers will have to do to change quantity of items they want to purchase.
#24. Do you provide users with size chart if you are selling products with different sizes?
If you are selling products that have different sizes (e.g. clothing), it’s critical to provide users with size charts. If shoppers are not sure if it’s the right size for them, they will have a lot of hesitation in purchasing process.
#25. Do you show relevant units for products where information about dimensions (size, weight, lengts, etc) is important?
If you are selling products where information about dimensions is important, then there high chance that shoppers will want to see it before making decision about purchase.Let’s say are selling furniture, where sizes are very important and your main target audience is US shoppers. If you show sizes in centimeters it will be absolutely irrelevant for them, since they are using inches for measurements.
#26. Is information about a product easy to read: does the font-size big enough?
If it’s easy to read product information, then your shoppers will clearly understand if your product is right fit for them. But if it’s not, then it can create a lot of unnecessary concerns in purchasing flow. That’s why it’s important to double check your product pages from this perspective both for big (Desktop) and small (Mobile) devices.I would say that minimum font size is 16px. It will be easy to read texts with such size on Mobile devices (of course, it can be slightly increased for Desktop users).
#27. Is information about a product easy to read and scan?
Font size is not the only thing that impacts product readability. The way how you structure (the length of paragraphs, subtitles, bullet-lists, white-space, etc) all product information also significantly impacts it.
#28. If you offer free shipping, do you proactively promote it?
Free shipping is a good advantage in ecommerce. Ecommerce giants like Amazon made consumers used to such shipping conditions, so if you have free shipping, you should wisely and proactively promote it on product pages.
#29. Do you show any relevant social proof about your products or company?
Consumers heavily rely on social proof when shopping online. While customer reviews are just the most popular example of social proof that are widely used in ecommerce, there are many other different types of social proof (external reviews, certificates, press references, awards, etc) that you can also display on product pages.
#30. Do you explain benefits (not just features) in detailed product descriptions?
What are features? Features are defined as surface statements about your product, such as what it can do, its dimensions and specs and so on.
What are the benefits? Benefits show the end result of what a product can actually accomplish for a customer.
Benefits, not features – this is what really helps to sell a product to a customer
#31. Do you have short product description with key benefits of your product?
There are different types of customers, one needs to read all the detailed information about the product, while others need to read just a few short sentences about its benefits.
That’s why it became quite popular for ecommerce stores to have short product descriptions with key benefits of features on top part of product pages.
#32. Do you have relevant interaction when users add products to cart?
There are different ecommerce stores with thousands of products or with one or only a few products. There are stores that are only acquiring traffic directly to specific product page and stores that have mostly organic or direct traffic that comes to homepage and then browse the store. Hence shopping funnel and desired experience can be different in such cases.
In the same way, what happens after clicking the ATC button may differ.A store with thousands of products can show just a sliding window or a popup to notify about added product to cart and then motivate users to continue shopping. While a store with one product may not have an Add to Cart button at all, and instead show the Buy Now button and send users directly to the Checkout process.
#33. Do you have cross-sell section (relevant for stores with many related items)?
Ecommerce stores can increase AOV by cross-selling and up-selling additional items. Amazon is the best example – they have up to 9 sections that promote different or complementary products on product pages. Even though you are not Amazon and don’t have so many SKUs, repeated customers and so much data about previous purchases, you can leverage that too.
#34. Do you use urgency triggers? (Relevant for stores with discounts, special offers, next day shipping)
If you give your shoppers time to think, they can delay making purchases. Sometimes the delay will be short, sometimes it will be long so they even forget about the product and the offer altogether.
A very effective way of persuading users to make a purchase right now is by creating a sense of urgency. If you have any discounts or special offers in your store, you can always make them time limited and notify users about that. That way you will add sense of urgency.
#35. Do you use scarcity triggers? (Relevant for stores with limited stock or limited offers)
When a product or service is limited in availability, then it becomes more attractive to shoppers. When they understand that it’s limited and others also desire it, it creates fear of missing out, which persuade shoppers act fast. Human psychology is such that we are prone to purchase something when we know that it’s the very last one or that a special offer will expire soon.
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