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DATE

06.12.2012

PUBLISHED BY

Sony

CATEGORY

Brand Management Digital marketing

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December 06, 2012 - Sony
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Tips for improving e-commerce product pages

Designing product pages is a fine art. There needs to be enough in there to help customers decide on a purchase, yet there is a risk of overdoing it.

 

Lets look at some essential features and things to try on product pages…

User reviews

If you’re product page doesn’t contain user reviews, you should make this a priority.

61% of customers read online reviews before making a purchase decision, while 63% of customers are more likely to make a purchase from a site which has user reviews, according to stats from iPerceptions.

Reviews are a great sales driver, and can work for you even if customers are buying offline. In the UK, 43% of respondents said they had used their mobile to compare prices and look at product reviews while out shopping. Presentation of the reviews is also important. It should be easy to digest the information and make sense of opinions from different people.

In this example, of a product page for a digital camera, Reevoo shows an easy-to-digest summary of the reviews according to different characteristics. It also segments reviewers into levels of experience so that, for instance, an unskilled photographer can find the camera for them:

Reevoo _reviews -blog -full

Product images

Asos is a great example. Lots of different views with a 360 degree viewer on their shoes.

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Use video

Video works as a sales driver, as it allows consumers to gain a clearer idea of products, see them in use, and from different angles.

For example, simplyswim.com uses videos to sell the features of their swimwear which aren’t so easy to show through standard product images:

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Show in-store stock levels

According to a Multichannel Retail Survey by econsultancy, 96% of respondents always or sometimes check online before buying in store, while 80% have reserved an item for in store collection in the past 12 months. This means that online retailers should do what they can to assist this process, and one way to do this is to show stock levels in the customer’s locality.

Argos does this well, allowing people to check stock on product pages, rather than making them wait till checkout.

Argos _stock _1-blog -full

 

Show me the delivery/returns info

How much delivery will cost, and how easy it is to return is a big part of the purchase decision for customers. Don’t make them work too hard to find it.

Better still, remove all doubt with free delivery and returns. Even if you can’t do this all year round, it’s a great seasonal tactic.

Here, Whitcoulls offers free delivery on orders over $50 (displayed in their header) and expected delivery time is highly visible.

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Improve your product page copywriting

Sales copy is often neglected, with the lazy approach being to simply place the standard manufacturer’s product description on pages.

Good sales copy not only has SEO benefits, but also allows retailers to add a more personal touch and use a unique tone of voice. This can help your product pages stand out from the rest and really sell the benefits of products.

There are a number of great examples, and different approaches are needed for different sites and products, but here is a great example from thegoodwine.co.nz :

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Urgency

It can help to create a sense of urgency in the customer’s mind. If they are considering a purchase, and know that there are just a few items left, or they can get next day delivery if they order quickly, then this can tip them towards the checkout.

Here, Simply Hike has a delivery countdown which might just encourage customers with that ‘want it now’ mentality:

Simply _hike _delivery _countdown -blog -full

 

Consider using price match

mightyape.co.nz features  a price match promise:

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This may help retailers to avoid losing sales to competitors, and the reduced price may be offset if customers buy other items for the site, or are more inclined to return for future purchases.

However, I would worry that just seeing the price match promise may prompt customers to leave the product page and head elsewhere to compare prices. One to test.

 

Make sure they’re quick

If you follow the advice here and add videos, multiple images, customer reviews and so on, then there is a risk that pages will become bloated and slow to load.

Product pages need to be snappy and responsive. Ditch the overly designed pages for ones that load fast and respond even faster. In fact, a recent study by QuBit found that the average homepage took 3.50 seconds to load, while product pages were the slowest, taking twice as long to load as homepages across the board.

 

Product pages can make or break your websites. Create an experience that converts as many visitors into customers as possible. By experimenting and testing with these tips you’ll be able to identify the main conversion drivers on the product pages for your website. Have more great tips or sites that have best-in-class product pages? Let us know in the comments.