The Anatomy of An Effective E-Commerce Product Page

Product pages are the windows that often ushers online shoppers to make a purchase. Your online store’s product pages play a major role in transforming prospect clients into actual customers.

 

 

In the e-commerce industry, there are no sales people that will sell and promote your products and personally persuade shoppers to buy them. But, for e-commerce shops, product pages are built to act as the online or virtual equivalents to human promodisers.

 

However, product pages are not created equal. While some sell, some don’t. To be considered effective, a product page has to drive actual conversions a.k.a. sales.

 

In human anatomy, the different body organs and parts are uniquely structured and designed to work effectively for the body. The same goes for effective product pages. The different elements in a product page should work together for lead and sales generation.

 

So, what makes up an effective e-commerce product page? What are the essential parts that shouldn’t be missed out in designing a product page? Let’s get started.

 

#1 Clear product descriptions

 

Besides being clear, specific, and descriptive, product names and descriptions should also be unique especially for SEO purposes. Similar and generic product names will make it difficult for your products to be found through search engines.

 

You can also include emotional triggers or enticing words and phrases to excite and attract potential shoppers. Move away from typical product descriptions and be creative. Spice them up a bit while retaining the important product details.

 

 

 

#2 Highlighted discounts / savings

 

For discounted products, it’s best to capitalize on the amount of money your consumers can save when they purchase that specific product. Show and highlight the product’s original price close to the discounted price. Show them the total savings.

 

In Psychology, there’s a principle referred to as loss aversion. It refers to the tendency of people to avoid losses than acquire gains. Percentage savings and discounts often entice consumers to make purchases because they don’t want losses.

 

#3 Top-quality product images

 

Because we, humans, are naturally visual beings, we process photos faster than texts. So, to appeal to your consumers, you must use high-quality product photos for your product pages. Always use product shots with high resolutions.

 

According to the results from an A/B testing by Visual Website Optimizer, large product images appeared to beat smaller product images by 9.46% in sales. But, with large images, you need to make sure the image’s loading speed is fast.

 

#4 Multiple view product shots

 

In online shopping, shoppers can’t personally touch and hold the products they are interested in. That’s why as an online retailer, you need to create a shopping experience that can make consumers feel as if they’re holding the product in person.

 

Include multiple view product shots on the single product pages to give the consumers a 360-degree view of their chosen product. Using multiple images shot from different angles offers consumers an opportunity to see your products in full detail.

 

#5 A strong call-to-action (CTA)

 

For most product pages of online stores, the “Add to Cart” button is the main call-to-action. To achieve your primary desired response from your consumers, you must create a strong and visible call-to-action content and button. It also has to look clickable.

 

As any product page’s most essential element, the CTA button should stand out and greatly appeal to the customers. To do that, it has to be instantly visible, colored, bold, large, and clickable. It also has to contrast the rest of the website’s color.

 

#6 Similar product suggestions

 

If a prospect customer fails to find the product they’re looking for in your e-commerce store, they’re most likely to leave. But, if you offer them similar product suggestions or related product options, they’re most likely to browse your other offered products.

 

Adding similar product suggestions is also a sneaky way to promote your other products apart from the product your customer is looking for. Additionally, you can also include add-ons that will greatly complement the product the user is looking into.

 

#7 Breadcrumb navigation scheme

 

Breadcrumb navigation is beneficial to both the users and the owners of an e-commerce store. It helps online shoppers retrace the pages they visited before reaching a specific page in your site and makes it easier to browse a collection of products.

 

Like Hansel and Gretel’s breadcrumb trails, a breadcrumb navigation helps users seamlessly find their way through a website. It complements the primary website navigation by improving usability and UX, showing hierarchy, and reducing bounce rates.

#8 Informative shipping details

 

One of the leading causes of cart abandonment is shipping fee. To avoid this conversion killer, it’s better to include the shipping fees and details right on the product page and avoid abandoned carts. Be honest and direct to the point regarding shipping rates.

 

Hidden and additional taxes and shipping charges discovered only upon checkout greatly irritates almost all types of shoppers. Avoid this by showing your customers up front how much exactly they will be paying for a specific product before adding it to the cart.

 

#9 Customer generated reviews

 

Reviews and feedbacks from customers positively impacts conversions. According to statistics, customer reviews lift up sales by 18%. More so, 63% of customers have higher possibilities of purchasing from a site with customer-generated reviews.

 

You can use a tool such as Yotpo to generate reviews and ratings from your users and customers for your e-commerce store. You can also send your customers an email to request for a feedback to ensure user-generated content for your review section.

 

#10 “Add to Wishlist” option

 

Adding an “Add to Wishlist” option in your product page can convert to leads when done right. You need to do more than just merely making this option available. You can use your customer’s wishlist items to personalize their shopping experience.

 

How? Take note of their wishlist items and send out email notifications when the items listed are on sale, or send them related items on sale. You can also offer special discounts for the wishlist items during your customer’s special day i.e. birthday.

 

“If you don’t sell, it’s not the product that’s wrong; it’s you,” says Estee Lauder. So, if your product pages don’t lead to conversions and sales, there’s got to be something to improve on. Review the anatomy of your present product pages. Experiment. Do tests.

 

Now that you know the anatomy of an effective product page, you can further improve your existing product pages. Consider and integrate the essential product page elements listed above to attract shoppers, drive conversions, and increase your sales.

 

8 Qualities to Find In Magento Developers to Ensure E-Commerce Success

Know which person(s) are best qualified to build your e-commerce website and steer it toward success.

Planning to embark in the e-commerce bandwagon? Statistics and opinions of experts in modern business support that you’re making the right move. According to eMarketer, the global e-commerce sales is forecast to grow by 18.6 percent to $1.89 trillion in 2016. Even capturing a tiny slice of this international activity is already huge for your business.

Why engage in e-commerce

Aside from the encouraging e-commerce performance, here are other reasons why you must consider taking your business online.

  1. Eighty percent of web users purchasing items online – Netizens and even casual web users are now getting well-versed in doing online transactions. In fact, the elder Gen X buyers spend 15 percent more than Gen Y buyers (Millennials).

The rise in number of users of smartphones, tablets, and other mobile devices also translates to more opportunities for selling online. Sales from mobile e-commerce (m-commerce) or business transactions over smartphones and other mobile devices are also booming. M-commerce comprises 18.5 percent of total e-commerce sales in the first quarter of 2014 compared to 13.7 percent for the same period in 2013. It has also posted 35 percent of growth in the first quarter of 2015 as compared to the same period last year.

  1. Ability to earn even while you sleep – E-commerce allows you to earn money 24/7. So, if your website is set up to run properly, you can reap profits even during the wee hours.
  2. Ease of setting up – E-commerce technology is currently so advanced that you can put up an e-commerce website even with limited technical knowledge and a meager budget. In fact, many of the e-commerce tools are offered for free.

Magento as top choice

To be dominant in e-commerce, one needs a powerful yet cost-efficient platform. Here is where Magento steps in. This platform is a robust and flexible open-source platform that has many features that can address almost any e-commerce requirement. Magento has the following advantages for non-developers:

A wealth of powerful features – No other e-commerce platform can match Magento’s pool of features such as multiple store fronts, multi-language and multi-currency support, which is perfect for tapping global customers.

Customizability – Magento has plenty of themes, templates, plugins, and extensions that make customization possible for developers and online shopping a breeze for customers.

User-friendly features – The Magento platform is made and enriched by many developers with non-technical people end-users in mind, making the platform of choice to e-commerce entrepreneurs at large.

An active community of developers – More than simply being a platform, Magento is a community of developers working together to improve e-commerce. The continuous contribution of the community gives Magento its potential to grow and keep up with the changing times.

Cost-efficiency – Magento has an open-source that enables you to download the software for free and manage the developed website at a very low cost compared to other platforms.

These qualities make Magento the top e-commerce platform in the market. In fact, around 26 percent of e-commerce websites are developed with Magento.

Need for Magento developers

While Magento can be learned, it takes time to master this. Even though it is user-friendly, it still can give serious challenges for non-technical persons. To maximize your investment in a Magento e-commerce site, you need to hire experts to manage your e-commerce operations and presence.

What are the qualities you need to seek in a Magento developer? Here are some of the skills to watch out for to guarantee a successful e-commerce website:

  1. Has deep knowledge – Because of Magento’s breadth of functionalities and capabilities, Magento developers need a deep and comprehensive knowledge about the platform. He/she should also have an eye on the latest developments and innovations in this platform, as well as the Internet and e-commerce in general.
  2. Innovative and creative – Web developers need to have innovative and creative minds to carry out the projects at hand to create an impact on both you, as his/her client, and your customers. A creative and innovative developer can provide suggestions and conceptualize and implement programs or processes that can upscale your e-commerce website to new heights.
  3. Exudes professionalism – Developers are the key persons in building and managing your e-business. Sloppy and immature developers can bring disaster to your business.
  4. Has an ability to multitask – Website development can be subdivided into different components such as web designing, illustration, etc. A well-skilled developer can fill in these requirements strategically and efficiently.
  5. Keen on quality – Excellent and quality work depends on one’s work ethic and standard. Your developer should know that your e-commerce website represents your company online; hence he/she must make sure that it is of the best quality.
  6. Has an impressive portfolio – The best way you can gauge your developer’s skills is by his/her previous works. Besides quality, you should also consider how many websites he/she has worked or is working on.
  7. Business savvy and knowledgeable – Developers should also have business know-how’s so that they can adjust their works depending on your requirements accordingly.
  8. Time-conscious and always accessible – One of the e-commerce’s qualities is its capacity to be open on a 24/7 basis. Your developer should also be accessible 24/7 to attend to urgent needs of the site.

As the world gets even more connected through the Internet, e-commerce provides a wealth of opportunity for business professionals and investors. Hence, you must invest in a powerful e-commerce platform such as Magento and hire good developers who will help enhance your presence and ensure success in your online business.