Well, if users come to the product details page of your online store, you have already done a great job. You interested them with the main website page, provide a well-structured menu and the catalog, but it’s all in vain if they aren’t satisfied with the product details page.
The main question is how to create a user experience that gives the visitor what they need to become a customer? Let us share some tips can help you provide the best experience with the product details page and press “Add to cart” button.
Show only high-quality images and videos
As you have heard, visuals are much more important than anything else. Pictures and videos on the product details page are more powerful than the text description of the product. There is no need to say that images should be in high resolution, it’s even better if you provide a Zoom option, so the users could examine the product in details. It’s crucial especially if the store is selling jewellery, accessories and similar products. We have implemented this feature for one of our clients:
Make a clear call to action
Don’t let your customers scrolling the product page up and down without any idea on how to buy this product. Make the “Add to Cart” and “Proceed to Checkout” buttons clear, consistent and highly visible. This call to action should be a button, not a text link or other non-standard UI. That could be really confusing for online shoppers.
Emphasize product value
Merchandising isn’t just about product images, pricing, and descriptions — there are many other ways to help your customer in their purchase decision. Reviews and ratings are very powerful features engaging your customers. There are many review services like Trustpilot and G2Crowd, could be integrated with your online store. You can push yourself further and call out another piece of feedback, asking your customers – would you recommend this product? “89% of customers would recommend this product” can instill more social proof than a 4-point-something star rating.
Create urgency
Rushing your customers can induce them to quicker action. There is a common way to communicate urgency like highlighting the limited number of items left. You can also remind the customer that sale items can move quickly, for instance, “5 people are viewing this product now, 2 people have added this to the cart”. A Sale is a good occasion to hurry up your customers, you should remind that the discounted price will be available only for several minutes / hours. But we don’t recommend to push your customers too hard, to overdo with annoying pop-ups. This can be counterproductive.
Draw attention to important content
To grab your customers’ attention to the most important product details you can use icons and ribbons. It’s always a good idea to highlight discounts and special prices line in our example below. Here we have also used the icons saying the product is gluten-free and vegan-friendly.
Show recommended products
Cross-selling is another product page tactic that helps driving more sales. But aside from just “you might like,” online retailers find ways to recommend related categories contextually. For example, “Customers who bought this item also bought”, we have implemented this feature for many online stores. You can also recommend products from the same category or the same brand, if the customer is browsing blue jeans from Levi’s you can offer other jeans of the same style or Levi’s sweaters etc.
Build Customer Confidence
Let’s say your customer is ready to complete the purchase, but there is only one thing left. The customer wanted to check whether it’s allowed to try the product before buying this, or to order several items and choose only one of them. The shipment, return policy and customer service commitments should be placed on the product details page, or at least there should be the visible link redirected the customer to the policy page. If you won’t provide this feature and users will search for the policy throughout the website, there is no guarantee they will return at the product page and complete the purchase.
