If you are an online business owner or a marketer, then under such circumstances, you must have wondered about the importance of a product page design. What makes a product page great? The best way to understand the importance of the product page is to understand the purpose of the web pages in the customer’s purchase journey.
The preliminary job of a product page is to inform the target audience with information about the product being sold on the eCommerce website. That will eventually make the purchasing procedure for the customer effective and smooth.
On a broad spectrum, product pages serve one purpose: to let customers know about the products offered by the eCommerce website. But, a few eCommerce websites have started providing one-click checkout to make the customer’s purchasing experience more straightforward and faster. One-click checkout is a fantastic innovation in the online shopping platform. This shift in the eCommerce platform splits the usual purchasing time by half. They are reducing the number of clicks to achieve the desired outcome and, henceforth, leveraging the user experience significantly.
To help you become a successful online business owner in the eCommerce world, we collectively provide all the necessary information to build a successful product page. Also, we offer some meaningful insights about how to design a product page and an E-Commerce Checkout Flow. If you want to grow your eCommerce website in this competitive market, we suggest you read this article about product page design thoroughly.
What do you need to know to design a product page?
Many key ingredients are involved in successfully running an online eCommerce business. Some of those key ingredients are an excellent landing page and a high-quality product listed on the eCommerce website, but the most vital component of all these is a perfectly designed website. Chances are you are creating your online store or planning to set up your online store, which deserves a congratulatory welcome on this webpage.
Focusing on building a successful product page is vital as only 3% of the online store’s visits result in a successful purchase. Mostly, 69% of the shopping carts end up abandoned. Online business owners/marketers need to fight these not-so-appealing numbers, where building a successful product page becomes essential.
Some interesting tips for implementing on your product page to make it successful:
You may be a first-time seller, or you may be looking forward to boosting the sales of your existing website. We are providing some striking benefits, and they are as follows:
Before starting to design your website product page, there are three things you absolutely need to take into consideration. Those three things are as follows:
-Target Audience– Any business needs to identify the target audience, which is the first step to setting up a successful business. After discovering the target audience, writing the product description in their language, the target audience will connect with the basis of designing successful product pages.
-Brand Identity– Your product page design reflects the brand identity. That is why business owners/marketers need to have crystal clear clarity about what the core values of the brand are. What tone is used to address the brand, and lastly, How is your brand different from your competitors? Knowing the answers to these questions will help you build your groundbreaking brand identity.
–Color Scheme– The color and design you choose across the product pages should be consistent. Knowing the color of your website will also help in designing your call-to-action buttons, labels, headings, and more!
1. Using High-Quality Product Images:
To build a successful product design page for a brand, focusing on the product images becomes the most critical factor. It is vital that product images always sit “above the fold.” ( Above the fold means visitors don’t have to scroll down. to see the product images; they will be instantly visible once the page loads). Good product photos are the foundation of a good product page design, as the customer wants to know precisely what they are spending their money on. Let’s find out some of the golden rules you need to follow to get the best product images, and they are as follows:
-High Quality- Higher quality and resolution of the pictures work well to persuade the customers to buy the products. Images used of products on any eCommerce website should be crystal clear, rather than fuzzy or cheap-looking; customized, rather than stock photos, a good size, rather than small and cluttered, and consistent in size and quality across all your product pages.
-Use every angle. – Suppose you are planning to buy a t-shirt and there is only one photo of the t-shirt on the website, from the front. You will start to wonder what it looks like. Does it have any other color on the backside? This is where a product photo from several angles is necessary. Otherwise, the customer has no other way to know what the entire product looks like.
Customers usually like three to five pictures of the product. It is worth listening to customers, as they need to be intrigued, excited, and confident while buying the product. The eCommerce website needs to give its visitors a complete picture of the product. There are two ways of providing the whole picture to the customer: buying using 360 views ( customers can spin the product and check out every angle of the product) or taking photos of the product from multiple angles.
-Display variants- If the product is available in multiple colors, don’t leave it up to your customers to imagine what the t-shirt/dress will look like in different colors. Providing all the alternatives in different colors and patterns helps the visitors on the website imagine using or wearing the product. Providing all the necessary information about the product will help the customer to know what to expect after purchasing the product.
– Get Close-ups – A close-up photo of the product helps in providing a realistic feel to the product. Suppose you are selling clothes on your e-commerce website, and a close picture of the product will give the customers a clear idea of the product’s quality, texture, and pattern. Another way the customer can get a closer look at the product is by adding a zooming option where the customer can see parts of the product clearly when they hover over the outcome.
-Photos to show context- Many online stores are going further and using pictures to establish context. For example, when you sell a t-shirt, is it beneficial to show how the product looks when worn in different shapes and sizes? In other words, providing photos of t-shirt sizes XS and XL worn by the model to represent your target audience- will clear up any doubts the customer might have about whether the t-shirt will look good on them.
Suppose you are selling a vase. Don’t just show the vase with a pristine white background. Put the vase in a whole room. You can also put flowers in the photograph so the customers can understand how the vase will look in their house. This is applicable to other products, too, apart from fashion items.
Image Source: Free People
2. Clear Pricing:
Customers don’t add the product to the cart without checking the price of the product. The cost of the product should always be above the fold, preventing the customers from going on a treasure hunt to look for the product’s price. It is sensible to put the cost of the product close to the product title or the add to cart/add to basket option. Setting the prices of the development near these is an intelligent design choice.
A few essential factors that online business owners should take into consideration while displaying the price are as follows:
-Price should be one of the most significant elements on the page, so use a large font size to mention the cost.
-Use color contrast to make the product price stand out on your website.
-Highlight the discount price and show the original price to give the customers a clear idea of how much money they are saving.
If your website doesn’t make the product prices instantly clear, you need to rethink the design of your product page. Make the necessary changes to your product page following the tips and suggestions mentioned above.
3. Using Persuasive “Call to Action”:
Call to action( CTA) buttons/links urge the customers to take some desired action on the website. The call to action button should generally sit above the fold to drive the target audience’s conversion into customers. Some widely used call-to-action buttons across multiple eCommerce websites are -Add to Cart,” “Shop the Collection,” and sign-up forms.”
Call to Action buttons majorly affect the customer’s journey from browsing to purchasing. Getting the customers to click on the CTA of the product page is the primary goal of the online business owner because if the customer wants to purchase the product and cannot find the “Add to cart” option. It is a less-than-ideal situation when you want to make a profit from your online business. For that reason, here are some tips to make the most of the “Call to action” button or link, and they are as follows:
-Make it stand out by using a bright or contrasting color.
-Place it high up the page, above the fold- It should be visible within 3 seconds of landing on the product page.
-Make the button large enough to click.
-So think about the language you use on the CTA. “Add to Cart” or “Buy Now” are examples of direct, commanding language. Customers should fully understand and be aware of what action they are taking by clicking the CTA button.
4.The product Description should be Informative:
The product description provides those intricate details to the customers that the photos the product cannot offer. It is beneficial to give a short, crisp, sweet product description above the fold, which the customers can quickly scan through. This should be followed by a long, descriptive product description, which customers can find if they scroll down the page if they are looking for a detailed version of the product description. As product descriptions support the product images, they are the untold story behind them, so here are some tips on how to write the product description, which explains the ins and outs of the product.
-Avoid long sentences and complex language
-Focus on benefits, not features.
-Don’t use clichés, empty claims, or risky words.
-Stick to your brand’s tone of voice.
5.Provide Social Proof:
Product rating should always be visible above the fold on product page design. Displaying the product’s rating is a vital selling point as shoppers want to check it immediately as they land on the product page. Social proof significantly impacts the purchasing decision, which is why reviews and ratings are so important for the product page. Providing social evidence on an eCommerce website offers customers a chance to take the desired action on the product page(buy/register) as they find other people doing the same.
Moreover, all the successful eCommerce stores provide some social proof above the fold( usually, their ratings are in stars). For the same reason, this design layout has become quite common, and customers landing on your product page will expect to see some ratings on the product right away.
Some other kinds of social proof that also leverage the conversion rate are as follows:
-A message/email telling the shopper how many other customers have viewed or purchased this product in the last hour
-Low stock alerts
-“Customers also viewed/bought” product recommendations
Image Source: Thinx
6.Provide Product Recommendations:
If you have ever wondered how to make the customer continue shopping after adding a product to the cart, the answer to this question is “Product Recommendation.” Product recommendations are suggestions of similar products based on the product they are currently viewing. Besides ensuring more customer investments, product recommendations also provide a personalized shopping experience. If the eCommerce website can provide accurate product recommendations, it can secure another purchase from the customer.
If you have ever gotten sucked into the paradigm of “recommended for you,” you already have a first-hand idea of how beneficial product recommendations are. So here are some of the alternatives that you can use the place for “recommended for you,” and they are as follows:
-“Similar items” suggestions
-“Top picks for your”
-“Customers also bought”
The product page design of an eCommerce website can make or break the online shopping experience. It largely depends on the UX professional to create an experience for the visitors which eventually converts them into customers. Creating an effective and successful product page is not something that can be accomplished in one sitting. But it is entirely worth it to experiment and test the six tips mentioned above. Continuous experiments and tests will help online business owners understand which factors are the main conversion drivers on your product pages for your website.
What Can 1-Click Checkout Do For Your Product Page?
An online eCommerce website needs a lot of information to convert visitors to your website into customers. Information like shipping address, full name, email address, and delivery options. This information is necessary to get the customer’s payment and ship the package to the right place. Still, sometimes customers can feel the process of browsing to purchase a product is lengthy for eCommerce websites. They are resulting in fewer abandoned carts and more revenue. The arduous buying process on the eCommerce website can be taken care of by adding a one click checkout. One-click checkout can make the process more straightforward. So let’s now learn a little.
As of now, many eCommerce companies depend upon a multi-step checkout process. The one-click checkout delivers simplicity, speed, and sophistication in the customer checkout process. The key is to make checkouts smooth — eliminating the hassle of repeatedly entering card details, address details, and other information for your customers.
It is essential for eCommerce website owners to know that 18% of customers abandon their carts because of the lengthy, complicated checkout process, which accounts for 69.80% of the cart abandonment rate.
Suppose you have just started building your website and don’t want to get into advanced technical stuff. Then you can consider taking help from eCommerce builders such as Shopify/WooCommerce, which include product page- one-click checkout recommendation sections in some of their themes. So, implementing one-click checkout on your product page can be highly effective in increasing the conversion rate for your website.
If you want to experience it yourself, you can go to the Xpresslane website. Try the fast checkout for a varied number of merchants.
For an e-commerce business, dealing with product page design never ends. You must test and experiment with different strategies to continue providing your customers with the best buying experience. All the methods mentioned above are highly effective and proven. Also, one-click checkouts have grabbed the attention of marketers, investors, and business owners as they enhance the shopping experience. So it would help if you tried it for your website.
How do you structure a product page?
There are six proven and most commonly used patterns to structure the product page, and they are as follows:
-Use high-quality product images.
-Show clear pricing.
-Create clear calls to action.
-Write informative product descriptions.
-Leverage social proof.
-Provide accurate product recommendations.
What makes a good checkout page?
A good checkout page displays the order details prominently. Interaction options allow customers to remove items from their cart during checkout easily—the ability to save checkout contents for later. These are some of the things that a good checkout page offers. To become the eCommerce website that provides the fanciest checkout to its customers, you need to add one-click checkout options. As per the market standards right now, providing one-click checkout is the best option you can provide your customers on the checkout page.