eCommerce - Sell your product
The whole purpose of an eCommerce site is to sell products. And what makes something sell? Making whatever it is appear better than similar options. And it can’t always be the price. Most customers will purchase a more expensive item if it is marketed to be a better product. And what does the marketing on a website? The product page. The following provides some tips for designing product pages that do sell.
The visuals
The number one thing that will get a customers attention when scrolling through a list of products is a good product image. This means not only a high quality image but one with good composition and styling. Have people wearing clothes cropped to the item, sheets made up on a bed etc. Once they have selected the product give them even more images. Show views from different angles. And styled and unstyled images.
The Iconic website below does this well.
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As does the White Company...
If you want to take it a step further why not include video? ASOS use video to show clothes modelled on a catwalk and Canon uses it to demonstrate new functionality on their cameras.
Describe concisely
Keep the most important features at the beginning of your product description. Better yet use bullet points to highlight those features, so easily read by those in a rush. And provide a more detailed product description for those who want to have more information for their decision. But keep it concise. Avoid trying to hype the product. Stick to the facts.
Be clear on price
The price should be prominent on the page in a large font and a different colour. Ensure any additional costs, like delivery, even if estimated are also shown on the product page so the customer has an idea of the total cost without having to go to the checkout.
Give them tools
These might as simple as a size conversion chart or as complicated as a ‘Decorate your room’ tool. You can upsell through both of these. For the former, by presenting them with similar products that are in stock and in their size, and with the latter – well you have the whole room.
Remove anxiety
Part of the decision making process involves removing any anxiety a customer may have over delivery costs, returns policies, privacy and customer support. For this reason ensure that there are clear links to this information on all product pages.
Surfstitch do this by persisting the above on all pages of the website, and in a prominent position.
Reviews have power
Positive reviews are a powerful selling tool. They support the websites claims of product quality and will convert a customer where they may have been wavering. Negative reviews are also helpful as they educate the customer and the seller where products aren’t performing well. Finally, reviews also provide a valuable source of new content on the website which helps improve the site’s SEO position which increases traffic to the website.
