There are no fixed features that must be seen on product pages of every ecommerce landing page. In reality, the type or category of ecommerce site will dictate what will be contained on these product pages. This list, however, contains 30 elements that online ecommerce product pages must have to increase their landing page conversion rates, excluding any industry specific requirements.
First, try to put yourself in the shoes of your customers. What are they looking for in ecommerce landing page? What features do they deem essential in improving their overall experience in the site? After answering these questions, make sure that you incorporate them into your own product pages.
Here are the items that you must, or should, have in your product pages. This list is inconclusive, and I may have missed some, especially those that work for your particular site or business. Feel free to let me know about it.
Essentials of Every Product Page
Every product page must have the following features since they are the first things that customers who come to your site to shop are going to look for.
1. Title of the Product
Every product title should come with a corresponding tag in order to aid the search engines in indexing the product page. To accomplish this, it is advisable to use the H1 tag for your product title.
2. Images of the Product
Never discount the importance of product images, and how these images should be of very good quality. Customers’ decision on whether to buy or not to buy a product is largely influenced by first impressions, which is where the product images come in. Make a first impression so you’d have better chances of making a sale.
3. “Add to Cart” Button
The product page will be filled with various elements. Therefore, make sure that the “add to Cart” button stands out or is easily noticeable on the page. It should be nice, clear, and straightforward. Take a look at how Kogan Electronics made good use of colour contrast in order to draw attention to the call to action button.
4. Price of the Product
Customers will feel really frustrated – annoyed, even – if there is no price indicated on the product page, or if it is vague. Make sure the price is stated clearly.
5. Availability of the Product
Nothing is more annoying than to add items to your cart, only to find out there is really no stock for it. Indicate stock availability on the product page in order to avoid problems (and lose customers).
The screen capture above of a product page added a new twist by indicating how many items are left in stock. The limited number will definitely encourage customers to immediately buy the product, instead of stalling for time.
6. Modes of Payment
Customers will want to know how they should pay for the products they have purchased. It is also another factor that they will consider on whether they should buy from you or not. Indicate on the product page the available modes or methods of payment that you accept.
The site below demonstrates a simple presentation of the information on the modes of payment they accept. It’s not necessarily standing out on the page, but it is informative, and will tell the customer exactly what they need to know.
7. Shipping Information
Do not forget to include shipping information on your product page. Keep in mind that shipping information IS KEY information, so indicate anything related to transport and delivery, as well as the recognized carriers, the applicable fees, the time frame, and any special offers that could further entice customers to shop at your website.
8. Policy on Returns and Exchanges
You should also have a flexible returns policy and it should be clearly indicated on your product page. This way, customers who are unsure about a purchase will feel more confident buying from you.
Product Page Copy
Manufacturers often come out with a standard description for their products, but they all don’t necessarily “sell” or “market” the product. It would be easier to convince your customers to buy if they are reading a description that has a unique tone and a more personal touch, something that speaks to them directly about the product, not just telling them what it is. Therefore, it is highly recommended to create a unique product copy instead of relying solely on manufacturers’ notes.
That also applies to SEO. You cannot expect to stand out or get ahead of your competitors if you, too, are using the descriptions of the manufacturers. With a unique product page copy, search engines will identify your description as unique, letting you stand out in the results pages. You will also be helping the search engines when it comes to indexing, because your personalized descriptions will let you have more keywords to work with.
9. Details of the Product
Product images are very helpful, but customers tend to want to know more information that these images do not convey. These include details such as the material used in the manufacture of the product, its measurements or dimensions, and, if it’s apparel you’re selling, the appropriate washing methods. These details are also vital in customers’ decision making process while shopping.
If you’ve ever looked at the product pages of Amazon, you’d probably think they are much too long. However, if you look closely, they contain all the information that customers need. Sometimes, they even go above and beyond the basics, and provide more secondary information.
10. Product Sizes
Sizing is also very important. When customers shop for clothes online, they will definitely look into the sizes. Therefore, if you are a clothing retail store, make sure you provide a comprehensive size guide, and not a universal one, either. The style guide should be applicable to the size and fit of the particular product. This will not only help your customers decide, it will also keep the rate of returns and exchanges at a minimum.
Notice below how the site used a lightbox in providing a detailed guide for their products.
11. Available Colors
Indicate clearly the different colors that the product is available in. It will also be better if you have images of each available color.
The site below did a very good job in providing that information to their customers. This product is available in 18 different colors, with each of the colors backed up by their respective images.
User generated content
This may not be an “essential feature”, however, it is just as persuasive when it comes to selling products: the Customer or User Reviews of the product. Reviews from verified users who purchased from your site will add a lot of credibility to your business and will convince more customers to finally make that purchase.
12. Ratings of the Items
Shoppers tend to skim more than scan. Therefore, if you add an average review score or rating at the top of the product page, you will be helping shoppers make a quick judgment, letting them decide to stay longer in the page, browse through the reviews and take a closer look at the product.
13. Product reviews
These could be full-length reviews or short comments from users. Maybe the prospective customers aren’t satisfied with the product details and images you provided. They want more substantial information, especially from other customers. Thus, they will look to reviews and see what they have to say.
Kogan does this very well, adding reviews to their product page.
14. Rating Reviews
Did you notice how Amazon added the question “Was this review helpful?” after each customer review? Adding this tool to rate the reviews is a very good way of wading through the many reviews, and reading only those that are helpful or constructive. These types of reviews are the ones that are considered as the most effective when it comes to conversions.
15. Sorting Reviews
There should also be a way to sort the product reviews. If you are selling products that target a wide spectrum of users, sorting the reviews will be very helpful. For instance, if you are selling digital cameras, you want the reviews to be easily sorted, so a novice photographer won’t have to be subjected to overwhelmingly and highly technical reviews that only the advanced photographers have a hope of understanding. In contrast, expert photographers wouldn’t want to waste their time reading the reviews of amateurs.
16. “Add to Wishlist” Button
As much as you want to sell your products, you don’t want to come across as too pushy. You want to encourage your customers to buy, not force them into it. Amazon is one of the several sites that make use of the “Add to Wishlist” button, which allows shoppers to bookmark items that they want to purchase in the future, but not necessarily right now. You can take this opportunity to get to know your customer better, by taking a look at what he or she has added to his or her wishlist. From time to time, you can remind them about the items, or send them notifications on similar items that they might be interested in.
Additions to Enhance their Shopping Experience
There are also other features that will definitely make your products more attractive. Let us take a look at them.
17. Video of the Product
Humans are highly visual beings. Most of them remember what they watch more than what they read. That is why video works very well on product pages. For example, fashion and clothing stores include videos of the clothes being modelled on the catwalk. Complex products, such as electronics, will also be introduced more when showcased in a video. Just like how Amazon came up with this video to show off the various features of the cameras that it is selling.
18. 360 Degree Views
3D beats 2D most of the time, and if you offer a way for the customers to view a 360-degree view of the product, then you’re definitely letting them take a closer look at what you’re selling. Look at the example below to see how to show the product from various perspectives.
19. Zoom in Tools
Sometimes, the best bits of information are in the smallest details. Thus, customers would appreciate it if they can zoom in on the product. Adding a zoom-in tool is definitely a great idea.
Nordstrom sells, among other things, footwear. Take a look at how it lets shoppers check out details about this pair of boots, from the texture of the material, to the buckle.
20. International Pricing
If you are selling worldwide, expect to deal with international or foreign currency. Aside from putting in a currency converter tool, it would also be helpful if you allow the customers to browse through your site using their applicable currency. This will save customers the time in converting manually.
In the site below, there is a flag icon which can instantly let shoppers change their currency as well as country of delivery.
21. Trustmarks
Many of the more well-known and bigger retailers, such as Barney’s and Amazon, do not include trustmarks in their product pages. That is primarily because there is a certain uncertainty on whether these security signs or testimonials are actually effective and reliable. But if you are a smaller retailer or are just starting out, there is nothing wrong with adding them. The company below certainly thinks the same way, and adds these trustmarks to their product page.
These marks are simply add-ons, though. In order to truly establish a good reputation and build it on trust between yourself and your customers, make sure your site is professional (and looks like it), and you back that up by providing excellent service.
22. Contact modes
It cannot be helped that customers would have queries and concerns about products and other details regarding the purchase process. To address this issue, it would be a good idea to offer tools that will allow them to contact you in order to clear things up. One very good option is offering a Live Chat option, but make sure someone is actually present 24/7 so customers can reach them any time of the day. Studies show that customers favor live chat over other modes of getting in touch with sellers. Another option is to provide a contact number – prominently displayed – that they can call.
Sears, which offers big ticket items for sale, is using the Live Chat option, as shown below.
23. Product code
If you are a catalogue-based ecommerce store, using product codes is highly encouraged. This makes shopping quicker and easier for customers. All they have to do is enter the product code into the search bar, and voila! It will also enable the customers to make sure they are looking at the right product.
24. Special Offers
Are you offering special offers to your customers? Then make sure that you highlight them properly. For instance, you are offering discounts on a particular day, or you are willing to grant a discount provided a minimum order is met. Maybe you also offer free shipping on certain products. Then make sure it is shown clearly on your product page. This is one way to encourage customers to buy.
25. Statistics
Numbers don’t lie, so make the most of them. Stats such as page views, “fans” or “likes”, item follows or tracking, as well as number of units sold will also help boost your product and its subsequent sales.
The site below does a great job by showing off views and “favorites” of its products, as shown below:
26. Provide Social Proof
You can’t just claim that many people are availing of your services or buying your products without solid social proof.
In the example below, Booking.com makes use of effective social proof by indicating how many people are looking at the specific hotel at that moment. It also provides real-time information on who has booked in recently through their site.
27. Social Sharing Tools
Social media is now an integral tool in marketing. It’s the newer – and better – advertising-by-word-of-mouth method. If you add buttons that will allow them to share your product page to various social media platforms, then you will also be letting shoppers advertise and promote your products for you. For example, they can share your product on Pinterest, Facebook, Twitter, Instagram, and other social media sites. This guarantees that you’ll get a wider audience for your products without spending a ton of money on marketing and advertising.
In Pinterest, there is the ‘rich pin’, which shows the product, its price, and other pertinent details about it.
Merchandising
Customers may have come to your site looking for a specific product. However, they are also likely to look further for products that will complement their main purchase. A perfect example would be electronic products. They could originally set out looking for a camera. But then, they will also look for camera bags, lenses, and other accessories. You can take advantage of this by offering recommendations on your product page. Some sites even go so far as to indicate what other shoppers bought with that product. As a result, you can increase your average order values.
28. “People who liked this also liked…”
This is the line used by Amazon, and it’s working very well in providing product recommendations.
29. Cross-selling
Make sure the complementary products are also suggested on the product page of the main item that the customer is looking at.
Clothing and apparel sites such as Fendi and Nordstrom do this. They might be selling a single item – a dress shirt – but they also add complementary products to complete the look, or a full outfit. This sure saves customers from having to style themselves.
30. Up-selling
In up-selling, you offer customers to buy a product with another product in order to save money.
In this example, a customer goes to Kogan to buy one watched, priced at $2,019.00. But then Kogan suggests that the customer buy extra warranty.
