E-commerce sales success doesn’t happen overnight, but you can increase the chance by having good product pages. Lead nurturing necessitates implementation of an effective marketing strategy and fine-tuning of product pricing. That said, some e-commerce websites are doomed to failure from the get-go.
Why E-commerce Product Page Design Matters
Imagine that in the real world, you are presented with two different stores selling the latest iPhone. One is an immaculately presented Apple store. The other is a generic smartphone store in a neglected part of town.
In the above scenario, most real-world consumers will elect to buy a product from a more reputable looking store, even if the same item can be purchased cheaper elsewhere. This is because first impressions play a hugely important role in cultivating consumer trust.
Sadly, many e-commerce store owners overlook the importance of high-quality e-commerce product page designs. Instead, they focus the total of their attention on marketing and paid promotions. As a result, store owners experience lackluster sales, while often repeating the same mistakes over and over.
Unique Product Page Design
As a basic rule, product pages in Shopify, WooCommerce, or other online stores, need to be optimized in a way which builds trust among site visitors.
Above all else, e-commerce product page designs need to be attractive, interactive and appear visually trustworthy. Each page, after all, is an open 24/7 product showroom, each pixel of which should incentivize visitors to add items to shopping carts before visiting elsewhere.
Given the above, product pages should:
- Embody exciting designs which draw visitors in visually
- Appear secure and professionally presented
- Not imitate product pages from other stores like Amazon or eBay
- Feature a wealth of well-presented product information
- Use a professional sales funnel and feature a strong call to action
Great product images & videos
One easy way to help product pages standout can be to include relevant product media ready for consumption by site visitors. Unboxing videos and image galleries help enthuse site visitors about products. Moreover, nothing builds better trust in products than videos and images showcasing products in use. This is even true when videos are embedded from third party sites like Youtube.
Use Reviews & Client Testimonials to Build Trust
When shopping on Amazon, 80% of users scroll directly to product review areas. Nothing sells a product better, after all than real reviews left by people who have already taken items for a test drive. For this reason, e-commerce product page designs on your store should also feature product reviews and where possible, real consumer video testimonials.
Highlight Unique Selling Points of Your Products
Generic product descriptions on e-commerce product pages are deadly. As a rule, visitors to your store will often search for the same item on several different marketplaces. More importantly, online shoppers will often feel more inclined to purchase products from sites which feature the most comprehensive product descriptions.
Given the above, always attempt to achieve better conversion rate optimization, by highlighting the unique selling points of your products, as well what benefits customers can expect when buying from you directly.
Do a competitors research
As of 2019, most consumers are aware of the fact that corporations like Amazon pay little tax and promote less than favorable working conditions. However, end consumers are often more concerned about things like product shipping fees and product return policies. With this in mind, never directly attack your competitors. Wherever possible, though, do highlight why buying from you is potentially more convenient, and lighter on all-important purse strings.
Offer Great Product Support
Another easy way to build all-important trust on e-commerce product pages is to include details concerning what level of ongoing customer support you offer. This can be easily accomplished by adding product FAQ sections and free to download product manuals. In most cases, the latter can be sourced freely from product manufacturer websites and can be instrumental in helping build trust around your brand.