I often see e-commerce websites get developed then sit in their current form for years without any changes apart from the product inventory. If you own an e-commerce store, you should know that a static store may as well be a dying store. The longer a store sits untouched, the worse it’s going to perform, period. Competition in this space is increasing incredibly fast and unless you’re actively striving to stay in the lead, you’ll see your customer base dwindle as people migrate towards the newer, cheaper, easier website.
Today, let’s focus on the product detail page. Allow me to provide 5 practical ways to enhance your e-commerce product detail page.
1. Section-off the “Add to Cart” area and keep it above the fold.
Don’t let your Add to Cart area get lost amidst a sea of product descriptions. Give it a space of its own, preferably in the center, just to the right of your product image or to the top right. Give it a light background color to catch a customer’s eye and include any information pertaining to the purchase in that space. That information could include the price, required attributes that must be chosen prior to adding to cart, or alternative actions such as “Add to Wish List”.
2. Offer other relevant related products or accessories.
A common mistake I see is an underused related product section on the product detail page. This feature is available in just about any shopping cart platform around, so put it to good use! Identify key products that a customer may be interested in purchasing if they’re also considering the product at hand. These items could be accessories needed to install or build the product, products of the same kind that other shoppers bought instead, products the shopper has viewed previously during their current shopping session, or products that go hand-in-hand with the current product (such as a baseball for a baseball glove).
3. Highlight any featured information about the product.
Does this product have free shipping? Show it! Is this a new product? Show it! Does this product ship immediately? Show it! Many of these factors can sway a customers decision to purchase from you instead of another website. I also recommend creating small icons to go along with features like this to draw even more attention.
4. Provide complete and meaningful descriptions.
Remember, online shoppers can’t touch and examine a product before purchasing, which means you need to answer all the questions a person might ask themselves if they were holding the product in their hands. A mere description of a product is a great start, but why not also tell a customer about the benefits that the product provides? Now the customer not only knows what it is, but what function it provides or why this product would be preferred over another of a different brand. We recommend custom written descriptions to maximize on SEO and to keep your website from blending into the crowd.
5. Display extra costs up front.
There’s absolutely nothing to gain by surprising a customer with extra charges during the checkout process. If there are any gotcha’s for a particular product, say it up front. It’ll keep you from appearing shady and earn you more trust in the customer’s eyes. For example, if a product has additional handling fees or ships freight, show all of those charges directly on the product page so the customer knows exactly what they’re in for before they get halfway through checkout and find out it’ll cost them another $100.
I’ve mentioned only a few of a massive list of things that can help you sell more online. What kinds of changes do you need to make to freshen your e-commerce product pages?