Impressions matter.
For ecommerce businesses, this is especially true with regards to your product page and its appearance. Potential customers will be visiting this page in advance of making a potential sale, and a poor design or a confusing setup could force them to leave without making a purchase.
You want your product page to be easily accessible, provide information that will help facilitate the transaction and make the experience as seamless as possible.
Here are some tips to help you and your business create an optimal product pag that can help increase your conversion rates and allow potential customers to find your pages easier.
FOCUS ON THE DETAILS
A strong product page will optimize space in a productive manner.
Start with the product title and the overview. You want these elements to be easily accessible and allow the customers to know what they are looking at and how it will benefit them.
Consider having access to recently viewed or similar products, along with various options of the current product so they can remain on the same page.
You should also make sure the “Add to Cart” tab is easy to find and use. The last thing you want is to have a customer ready to make a purchase and not know how to get to the checkout page.
VISUALLY APPEALING
You need to have good photos of the product you are selling. Don’t skimp on having strong photos. If the product looks crappy, then your customers won’t want to purchase it.
You’ll want to pair the aforementioned information with strong visuals of the product in the middle of the page, preferably on a white background. A white background also helps make editing easier, since you are going to want the photo to be clean for your potential customers.
You can also adjust the lighting of the photo, and we do not recommend using filters. Having consistent lighting showcases the photo in its best light and highlights the top aspects of the product. Adobe Creative Cloud or Pixlr can help with editing.
Try to provide multiple angles and images of the product, since that helps your customers replicate what it would be like to physically see the product.
Customers will also want to zoom in on your product, so be sure to spend time ensuring you have that function easily accessible and, most importantly, that it works. Your zoom dimensions will need to be bigger than the original photo’s dimensions for the function to work properly.
We recommend using between 1,000 and 1,600 pixels.
Other factors to consider include that new customers may prefer to see the product being used by others, while others may be more interested in the actual details and intricacies of the product. By having multiple options, you are appealing to a wide range of customers.
If your budget affords it, consider using a model to help showcase the product. If you are working on a budget, be sure to have a smartphone that can take strong photos.
Don’t forget to use ALT tags that describe the photo, since those help with accessibility.
AIMING FOR CONSISTENCY
A white background will also help your company be consistent with your photos, which is important since it allows shoppers to see similar products in similar angles. Using a product template can help ensure consistency across your photos.
We recommend that within Photoshop you have at least 72 pixels/inch for your resolution, use RGB Color - 8-bit and a white or transparent background. By clicking on view and then new guide, you can set up 10, 90 and 50 % vertical and horizontal guides. When you place your image inside the area, you will then be able to better situate it for consistency.
Save the file as a .PSD and you’ll have multiple guides to use. Having “square” photos help with consistency and they are visually appealing.
THE POWER OF SEO
Since SEO is so important, you will want to make sure the photos are optimized for search engine optimization and for loading purposes. Shopify’s advice is for your photos to be less than 70 kb, and you’ll want to know the difference between GIFs, PNGs and JPGs, among others.
JPGs may make the most sense for your ecommerce brands, and try to use the same dimensions/aspects for your photos for consistency purposes. You don’t want certain photos to be odd compared to others since that can disrupt the experience for the customers.
Your product description also needs to hit on what your customers are looking for and specifically what your product does. ALT tags help with SEO, and you can also use videos.
Your SEO game is going to improve by ensuring that you have strong product copy.
NEED FOR SPEED
Having the right file size for your photos helps with speed, which is critical since 40% of customers reportedly are turned away by slow loading speeds.
You want photos to load within three seconds.
You’ll want your background to be CSS format, along with the borders and buttons. Google PageSpeed Insights can help improve your site’s performance since it showcases areas where there is room for improvement. You can also do this within Chrome.
ANSWER QUESTIONS
We always stress it’s important to tell your customers how this product will improve their lives. Provide a detailed description of the product and how it will help solve problems, and have customers reviews on the page since it comforts buyers to know others like the product.
You’ll want your write-up of the product to include many details about the product and try to be specific in describing what exactly it does. Think of the questions your potential customers may be asking about this product, and try to answer them in the product description.
Be sure to talk up how your product stands out from the competition or how you have gone above and beyond to answer their needs. Showcase what makes your product unique.
One important caveat is that since ecommerce shoppers can’t personally inspect your product, it’s worth revealing what makes up the product. Telling them the explicit details of the product can help them understand what it’s made of and how it actually will appear in physical form.
It’s also recommended to provide information about important topics like shipping and return policies on the page since those are relevant details customers may be interested in.
MOBILE FOCUS
Don’t forget that your page’s functionality on mobile devices is also critical since so many customers are always on their phones. You want to make sure your mobile page is up to par, and HotJar can help your company see how your mobile site is being used by customers.
You can also do your own research by simply browning your site on your own phone.
Just like the desktop page, you’ll want the images to be in the center of the page so they see right away what they are looking for. Images are critical for mobile users, since they are less likely to spend time reading about the product than focusing on how it looks.
You also need to focus on speed and ensuring that the images load properly, and we recommended having a menu bar that is easy to access.
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! DigiCom is a proud Facebook Marketing Partner. We’re obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all Facebook platforms and placements, provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.