Getting the most out of your ‘product page’ before the Christmas blitz!

Well, it’s come around again, Christmas is nearly here. Before the spending spree hits, it’s important to make sure your website is well prepared for the buying blitz. One of the most important areas on an e-commerce site is undoubtedly the product page. If the product page is not up to scratch, then it is unlikely that people will buy from you.
I’ve put together 5 key points to take into account when managing the information on your product page:

1. Imagery is key! 

It’s imperative the imagery on the product page is good. People need to see high quality photos of the products they’re interested in. This is particularly important for items such as shoes and clothes. People will not buy products if the photos are low quality. Ideally, there’ll be multiple images per product, focusing on different angles. Utilising zoom functionality is a fantastic way of seeing the detail of a product.  

2. Clear pricing

On many e-commerce sites, I’m amazed how difficult it is to easily locate the price of the product. Often, it’s hidden in a very small font size. Ensuring the user can clearly see the price of the product is crucial for conversion. If a user cannot quickly view the price and compare it against other products, it is probable that they will leave the site.
The newly released Dick Smith Electronics website provides some useful examples of how to display pricing information on the product detail page. Notice how the price is clearly displayed with limited clutter.



3. Customer reviews lead to conversion.

In recent times, it has been suggested that there is a clear correlation between customer reviews and conversion. People love seeing testimonials and reading what other people have written about products; it instills a degree of authenticity and trust. The more reviews a product has, the better. Encourage users to review your products and provide incentive.

4. Delivery costs – people just don’t like it.

It’s not a secret, users don’t like delivery costs.  Make sure a user is aware of how much a product will cost to deliver. There is nothing more infuriating than getting through a check-out process only to find-out that the cost of delivery is twice as much as expected.
On the product page, allow the user to ascertain how much the product will cost to be delivered. This allows the user to make informed decisions about the total cost of the product before proceeding to the cart.

5. Add to cart button – no need for subtlety 

On the product page, provide clear calls-to-action. At the end of the day, the primary goal for the site is to add products to the cart. To do this effectively, a clear call to action through the Add to Cart button is necessary. Design the Add to Cart button so that it is one of the most prominent features on the page. A well designed Add to Cart button will assist in getting users to fill their cart.

Christmas is nearly here and to really enjoy the festive season, focus on your product page, it’ll help your users to buy all the great products on offer!