We're on the brink of the holidays, which means your E-commerce efforts are probably taking off. But is your web design prepared for the onslaught of visitors looking to buy their last-minute gifts of spend their Christmas money?
To help get you ready and your visitors happy, here are 8 elements every product page on your website should possess.
9 key things every E-Commerce Product Page on your website must have
1) A Compelling Headline
To keep your audience's interest, you have to draw them in immediately. Instead of risking them losing interest before they even get to the benefits, keep their attention with a headline that tells them exactly what they can expect from the rest of the product page.
2) Product Visuals
If you're looking to maximise your conversions, your audience should be able to visualise the product for which they're about to spend money. We're a visual society, transmitting images much quicker and more effectively than text. Product pictures and videos, preferably showing the product in use, can help your audience get a better understanding of why they should spend their money on it.
3) A Concise Description
Of course, you also need to make sure that you actually talk about exactly what your product actually is. Instead of simply describing the visuals above, don't be afraid to add to it by adding details your audience might not get from the images or videos.
4) An Honest Price
That you should list the price of your product is obvious. But be careful not to mislead your audience here; if additional costs are to be expected during the checkout process, list them as early as possible. Conversely, if your price is discounted, make that obvious from the start.
5) Product Benefits
Include at least some space on your page to list in detail the benefits that your audience gets from buying the product. It's tempting to focus on product features, but benefits play an important part as well. The more your visitors know about how a product can actually benefit them, the more likely they'll be to convert.
6) Social Proof
We've talked in the past about the importance of social proof throughout your web design. Scientifically proven to work, testimonials and positive reviews play on your audience's need for validation from their peers. In fact, 88% of your web visitors trust product reviews from strangers as much as personal recommendations.
7) A Road Map Ahead
In addition to telling your audience about the product's benefits, let them know exactly what will happen if they choose to buy it. Talk about estimated shipping times, costs, and other details to make sure that they don't abandon their cart if they find out these details once they're checking out.
Scarcity always works. It's a long-held psychological truth that when something is rare, it immediately becomes more attractive. Don't be afraid to play on this need where appropriate. Seasonal sales, limited stock, and other variables can turn into powerful promotional tools for your audience if you mention them directly on your product pages.
9) Social Media Integration
Finally, allow your visitors to spread the love. Make your product page shareable on social media, increasing the potential reach as potential buyers ask their peers for recommendations and feedback. As a bonus, you can allow your audience to share the fact that they've just purchased the product on the confirmation page, achieving the same result and tapping into the same social proof potential mentioned above.
If your website already showcases its products using the above elements, you're all set for a successful holiday season. But if not, you may want to make some last-minute adjustments to make sure you're prepared for the rush of new and repeat customers. To work with us in optimising your e-commerce website for the holidays, contact us.