There are a lot of important pieces to a successful e-commerce website and there are endless ways to continue improving your site. The product page is one of the final steps before the buyer journey ends, making it's optimization crucial. Let's talk about some best practices for an outstanding product page.
"For you to achieve your goals, visitors must first achieve theirs."
- Bryan Eisenberg
The journey to the product page
Unless users are actually making it to the the product page, it doesn't really matter what it looks like, does it? So the first area to focus on is how the visitors will arrive to the page and what their journey will look like?
There are a couple of points to consider:
- Who they are
- Where they came from
- What pages they will follow to get to the product page
Who they are matters because it shapes what the message is for them, how you'll be delivering it, and how the rest of the process should go. How would your message differ for a small business owner who found you through a referral versus a college student who found you through social media?
The goal is to map out who your target persona is, how they will reach your site, and the next step. The next step could be recommended products based on their interests or the post, it could be a call to action regarding a sale, etc.
The product photography
Presentation is important on your product page best practices list. It's like going to an interview and wearing a suit vs sweat pants. Does your product photography truly convey the qualities your product represents? Are your photos high quality?
I like to think for a product targeting millennials, photos of it being used during adventures or during social events would be really successful. Realistically, it depends on your business. If you offer email automation vs a hiking backpack, the way you present your product will vary pretty greatly. Yes, both will need to convey a sense of dependability, but in different ways.
Remember when I was rambling about knowing who you're talking to? Now it's more relevant than ever. Think about the word choice you would use for a millennial vs a baby boomer. I think for a millennial, it would be smarter to appeal to their adventurous side that craves experiences, regardless of your product.
Let's reflect on a few points:
- How does my product/service help my personas accomplish their goals or overcome their challenges?
- What are some of the best word choices to use for your personas?
- What do my personas value?
Think about who you're talking to because if you aren't sending the right message to your visitors, you'll see it in your conversion rates.
The call to action
So you're on the product page and you're ready to buy... What next?
It's important to have a clear call to action. It's just another piece of the buyer journey. So whether its a button that says "add to cart" or "buy now," you need to continue the path somehow.
- It should stand out
- It should be clear and action-oriented
- Use urgency ("buy" vs "buy now")
- Use first person (your & my)
- A/B test them to see what works best for you
You should also consider secondary CTAs like:
- Add the product to a wishlist
- Contact us with questions
- Get an alert when we get more of the product in stock
- Social sharing buttons
When you're buying something online, how many times do you take a look at the reviews?
If those reviews were generally pretty low, has it ever swayed you away from buying that product?
Yeah, me too.
So why should you include reviews?
- It's a great way to earn some credibility and trust
- Detailed positive reviews could help new customers connect better with your product
- Social proof is a powerful thing and it can help calm worried minds
When you're buying a new product, cheap or expensive, naturally you want to feel reassured that the purchase your making will be worth it. No one likes getting duped and no one likes when issues like receiving a broken product are handled in a terrible way.
Seeing positive reviews will provide some ease for customers that are on the fence. Especially longer reviews that they can connect with. Imagine you're buying sneakers for bicycling on weekends and a reviewer writes about their experience using the sneakers for bicycling. Since your interests are so similar, identical even, it would make sense to connect with that review.
Though there are lots of things that could hurt an e-commerce site, there are plenty of best practices to build a product page that converts. As long as you know your personas and how they get to your site, you'll be able to create a journey for them to get them there.
If you're interested in learning more about what goes into buyer journeys, click the image below.