The design of a product detail page on an eCommerce site can directly impact a buyer’s purchasing decision. In fact, 88% of online shoppers are less likely to return to a site after a bad user experience. Your product detail page is the last stop before your visitors make a purchasing decision, and if they can’t find the information fast, they may go to your competition.
If you’re finding buyers are leaving your site after visiting the product detail pages, it may be time to look at the current design to ensure the experience is optimized for converting visitors into buyers. Let’s take a look at what a product detail page should do well:
Detailed product description
A great product description provides the most important information in an easy-to-read format, using common terms and quickly answering the buyers’ most frequently asked questions. It should be descriptive without being too wordy, and should focus on the benefits of the product. Within the description, make sure to include some of the most common missed details, including dimensions, weight, availability, benefits, and key features.
Along with a well-written description should be a detailed product name, and the more descriptive, the better the results. This will ensure users can find exactly what they want when searching specific keywords and will provide quick information on the product’s most important features.
Clear and detailed product images
Because eCommerce shoppers cannot physically touch or test products, they rely on clear and detailed images to get the information they need. The product images need to be compelling high-quality photos that mirror the product description, giving the buyer all the information they would otherwise get if shopping in-person. If needed, use multiple photos of the product at different angles to provide buyers a detailed view of exactly what they will receive.
Clear call-to-action (CTA)
Once you clearly state the product’s key features and provide high-quality photos, you need to provide a clear call-to-action (CTA). The CTA should be prominent on the page in an obvious location, and should lead the visitor to a BUY NOW button and into a smooth checkout process.
According to a survey conducted by BigCommerce, 46% of online shoppers reported they want more product comparisons from eCommerce sites. Offering a quick look at similar products helps buyers make educated decisions quickly and easily, and can allow the buyer to add more products to their cart or even upgrade to a better product.
Fast load times are essential for any website and are especially critical when it comes to the product detail page. Nearly 40% of people will abandon a website that takes more than 3 seconds to load, leading to high bounce rates and lost sales. Many different factors can contribute to slow load times, including amount and weight of content, type of browser used, and bandwidth of the site.
Over 90% of all customers use online reviews as part of their research, and 68% of those are more likely to engage with businesses that have positive reviews. Product reviews increase trust and loyalty, and can also increase your business’ visibility on search engines.
Option to save for later
Great product detail pages provide an option for users to save the product for later. Some users may not be able to purchase the product right now, so giving them the option to save for later provides the opportunity for buyers to visit the website again when they are ready. It’s also a great personalization tool and makes for a quicker checkout process.
What does a well-designed product detail page look like?
Our team at id8 began working with European-based Dresdner Essenz in 2019 after they made the decision to expand to North America. We partnered with Variux to develop a new eCommerce website and introduce some of their most popular products to the American market.
Alongside ensuring their product descriptions were translated correctly from German to English, Variux verified each product detail page included a clear, high-quality image, descriptive product name and description, a clear CTA, reviews, easy-to-find key product information, and a section for related products.
Review your product detail pages
So, what can you do now to ensure your product detail page is optimized for converting your visitor to a buyer? One of the best ways to analyze the customer experience is to conduct an audit of the product detail page. Here are 4 things you should look for:
1. Layout — Is the page easy to navigate with the most important information listed first? Is it cluttered or is it easy to read? Does it load quickly and look correct across desktop, tablet, and mobile?
2. User experience — Do the product images and descriptions accurately convey uses and features? Is it difficult to find the CTA? Can you save an item for later? Can you easily see user reviews and comparable products? Is the checkout process quick and easy?
3. Size of product shots — Are the images high-quality detailed photos of the right product with the right packaging? Do you offer multiple photos or is the image interactive?
4. Amount of information — Is there adequate information about the product, including color, dimensions, uses, and any additional specifications? Does the description answer the buyer’s most pressing questions? Does the description match the image used?
In the end, a well-designed product detail page will increase your site’s conversion rates and improve your overall customer experience, which will benefit your brand.