Running an ecommerce business website can be challenging and fun, and personally for me definitely one of the highlights of my online career. Over the last 5 years I’ve learnt a great deal about ecommerce, and how to effectively promote my products through the optimization of my product pages, both to improve online shopping experience for my consumers and to promote sales.
In this tutorial I’d like to talk to you about your product pages for your ecommerce business; and share with you 7 essential key features that I feel every ecommerce product page should have.
Ok, the reason why I feel that these features are essential is plain and simple! You are running an online shop, no different from the brick and mortar version, so as an online store owner your objectives are to generate lots of interest and essentially entice more sales to your business; so in respect these features are essential if you want to promote more sales, so let’s get started.
What is a product page?
Firstly just to clarify what I mean by a ‘product page’. A product page is simply a page containing all the necessary information a buyer is looking for about a particular product or service before making the decision to purchase, simple.
Now let’s take a look at some of the features your product page should have.
1. Optimized Stock Photos
Stock photos are essential in ecommerce, full stop! However buying products online can be a bit of a hit and miss situation, we’ve all been there, so your images need to be of high quality and fully optimised for the web. You may also want to add several images of the same product per product page, i.e. images taken from different angles and detailed close-ups; so that any potential customer can get a clearer perspective from the detail of your images, of your products online.
2. Full Product Description
In many cases a good product description is needed, you can briefly talk about what the product is, what it can do, it’s features and benefits.
3. Product Options
Product options vary in many forms such as size, colour, special orders etc. Understandably not all product pages will require this, however having a product options feature can encourage sales outside of the box so to speak. Always look to offer alternative solutions to what is illustrated in your product pages, catering for all requirements.
4. Ask a Question
Your product pages should contain an email link so that any potential customers can contact you should they have a product related question.
5. Email to Friend
Having a feature that allows your visitors to email to a friend can promote your products even further. Often consumers will be looking to buy for someone else, so having this feature can help them greatly. It is also a positive way of showing that your site is professionally catered around your consumers needs.
6. Social Tools
With the evergrowing use of social media in business, adding social tools to your product pages allow consumers to share your products on social sites such as Facebook and Twitter. This is an incentive for product promotion as your products can receive lots of extra online exposure and furthermore encourage potential sales.
7. Add to Cart!
Ensure that your ‘add to cart’ and not the dull and boring ‘buy it now’ button is clearly visible on your product pages. If you use PayPal this can be easily achieved and is also instantly recognised as industry standard.
Essentially these are all you need to ensure a both a great shopping experience for your consumers and for promoting more online sales. I hope these tips will help you recognise some of your product page weaknesses so that you can optimise them for top ROI, enjoy and happy e-commercing.