Of all the pages on your eCommerce site, your product page can make or break your business. In order to grab a visitor’s attention, it needs to provide just the right amount of detail without overwhelming them with too much text. That means you need to really test out the effectiveness of your product detail page template before you go live.
With so many elements to worry about, it can be easy to focus on the small things and completely overlook the big picture. In order to avoid this pitfall here are some useful tips to remember.
Focus on the most important aspects of the product detail page
Your product page is the determining factor for first time customers. If they are not able to get all the necessary information at a glance, they will quickly navigate away. A product image isn’t the only thing customers want any more. They expect informative descriptions, customer reviews Q&A, social metrics and cross-platform usability. While changing the color and location of your call-to-action button can certainly help increase conversions, you’ll see the biggest boost in sales after optimizing your page.
Product page elements
In order to get the most out of your product page you need to prioritize elements which influence purchasing. At the same time you need to make sure it’s easy for customers to buy the item. For best results, make sure to consider the following:
- Put all the important descriptions and product images above the fold so customers can immediately get all the information they need in the first few seconds. Make sure your descriptions are about customer reviews and each block of content has white space breaking up the sections.
- Make sure your content not only describes the product, but also tells customers how it will improve their lives. Other helpful features such as demo videos, size charts and product reviews can help increase a customer’s likelihood of making a purchase.
- If you have multiple size or color options, make sure it’s easy for customers to choose it without going through drop down menus. Also, make sure to change the image of the product for each size and color.
As for product recommendations, these can be a double-edged sword. While they might keep users on your site longer and lead them to a potential sale, they may also distract buyers and introduce indecision. If you don’t have a solid customer base, it’s probably better to forego them.
Test your template not every change
While it might seem tempting to run an A/B test for every change you make, more often than not it leads to wasted time and effort. Instead, it’s important to focus on testing the overall template redesign that focuses on changing the hierarchy and presentation of your content. Of course, there are always a few design elements you can incorporate into your template even without any testing such as:
- Using alternate images
- Using hover effects instead of zoom-to-click
- Offer clickable buttons instead of drop down menus
- Making the cart button large and easy to see
- Make tabbed content obvious via unique shapes or colors
- Make sure your product descriptions are easy to scan by using bullet points
- Show off customer reviews
These small changes that are common sense changes or likely won’t hurt conversions don’t need to be tested. Save that for when you’re not sure how changes will affect your sites.
When testing out different templates, you should first take your most successful one and compare it to those of your competitors. See what seems to work for them for each category and base your templates on the ones who receive more conversions. This might mean changing to a two page layout or offering large thumbnail images for your product.
At the end of the day, your product detail page is meant for one thing – get people to add that product to their cart. If visitors do this, it means your page has done its job. With that said, there are a few other metrics you might look into such as:
- Conversion rate
- Revenue per visitor
- Average order value
- Exit rate
- Social sharing
These can give you a better idea of what other areas you can improve upon and how better you can engage your visitors. Different types of product pages can lead to very different numbers in each of the metrics, so it’s important to evaluate each one withing context of the other.
Testing out your templates and finding the best one can be a long and time-consuming process. However, at the end of the day it will likely have a much bigger impact on your sales than small design changes, so it’s worth the time and effort.
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