All online stores have a few things in common, but the product pages for the best ones have specific features that make them stand out. Figuring out what to include isn’t as easy as following a checklist. Entrepreneurs must understand their clients and the platform their store resides on.
According to Search Engine Journal, WordPress makes up 64.1% of the content management system (CMS) market. The platform powers 39.5% of all websites. Although various sites use the CMS software, business owners can also use it for eCommerce and wind up with a breathtaking design that perfectly meets their users’ needs.
There are some limitations with using a CMS rather than HTML, but designers can work around them. These tips make sites stand out.
1. Design a Scannable Page
Most people are busy. They may pick up their smartphone when they have an extra minute and browse a site. Keeping product descriptions scannable helps them absorb information without spending a lot of time.
Think headlines, bolded text and bullet points. The images one chooses can even tell part of the story. The product page for NestCam breaks the benefits down with icons, headlines and short body text. The user skims down the page and gathers a lot of info.
2. Create Calls to Action (CTAs)
Adding CTAs in pertinent spots allows the user to understand their next step. Think about the goal for the page and tie it to a CTA button. If one wants the user to add the product to a shopping cart, then place a CTA that says “add to cart” above the fold.
One example of a site using CTAs effectively is Now Linens. Note how each product page has multiple CTA buttons to help learn more or take action.
3. Put Contact Info up Front
When people stumble on a business’s eCommerce page, they have no reason to trust the brand. They don’t know what the customer service is like or if it follows through on promises. One way to enhance trust is by placing contact information in a noticeable spot.
For example, add a toll-free number to the site header. Make sure to include a contact button in the navigation. Brands can also feature live chat on the page.
Green Pasture does an excellent job placing its phone number near the top of its landing page. No matter where users navigate on their site, it appears in an oval button at the top of every page.
4. Include Video
Video is a popular form of content online. People can understand how a product works and its benefits by viewing a short clip. Videos can share information, educate and convince. Testimonials are also a powerful way to show what others think about a brand.
Genki Instruments utilizes a video on its landing page to show how technology teaches music. Highlighting the product in action allows people to see how it works before investing in it.
5. Ensure Mobile Responsiveness
Around 73% of customers will leave a site that isn’t mobile-friendly for one that is. Make sure product pages adjust to different screen sizes. What does the image look like on a smaller screen? Does the text run off the page or adapt to mobile?
Design for mobile and desktop and test thoroughly on both. If there’s a lot of bounces, see if they’re related to device type and make any necessary adjustments. Academy Sports + Outdoors works well on mobile devices. Images size down to the smaller screen and details condense. The information is highly skimmable without having to go to multiple pages.
6. Feature Discounts and Financing
Sites offering higher ticket items should provide upfront information about how people can get a discount or finance it by making smaller payments. Users on the fence about whether or not to buy may be convinced with a financing offer.
Place this information near the top. Customers should see the options almost immediately upon landing on the product page. Note how UGG adds info about the possibility of Afterpay option immediately under the list price.
7. Show Pairings
Brands selling fashion and other collections should offer a page featuring how items work together. An assortment of images of models wearing multiple pieces or showing how they pair makeup or jewelry can sell numerous items.
Note how Shopbop shows a full collection so people can either pick and choose or buy the items that go together. Lookbooks create upsells without doing additional work.
8. Collect Visitor Info
People will sometimes visit a site to gather information and not return. One way to stay in the front of the target audience’s minds is by collecting info on leads and staying in touch. Throw up a popup that offers a discount in exchange for their email, for example.
Lenovo uses popups throughout its site and on product pages to offer deals and gather user data.
9. Use Zoom
Looking at an image online doesn’t quite have the same impact as seeing something in person. However, store owners can help online browsers by allowing them to zoom in on a product. 360-degree zoomable views are the next best thing to seeing the item up close.
Lowe’s includes zoom options in nearly every product photo on its site. Users can look at just a specific area or view the item from a distance.
10. Tap Into Bullet Points
Getting back to creating skimmable product descriptions means using bullet points to point out a product’s features and benefits. Only include items the user cares about. A brand might have great company culture, but the customer only cares about the impact on them.
Lindt Chocolate does a great job of breaking benefits into bullet points on its product pages.
Ask customers for input on how well product pages work for them. Try new techniques, split test them and keep what works for a particular audience. Over time, the site will improve and so will revenue.