Simples Way To Improve Your Ecommerce Website: Product Detail Pages
One of the critical ways an e-commerce website fails is the implementation of the page that details your products. In this article we will discuss a few tips for making this page on your website work as well as it possibly can for you.
Choosing Your Product Titles
Never use the product code or any internal referencing code as the title for your product. Put yourself in your customers’ shoes – you might know what a 9BS464BA-7 is, but you can be very sure a prospective customer doesn’t! What is convenient for you is not necessarily going to work for you on your website. The best product titles include descriptive words to suggest the appearance, brand or important features of the product. For example, see one of my client’s products here. “Bhudda Water Feature” is a much better product title than just “Bhudda” or “Water Feature 4242”, because
- The customer can get a quick understanding of what the product is
- Search engines crawling the site detect that there is a product named “Bhudda Water Feature”, so the site’s relevance for “water features” is slightly increased.
So often I come across websites where a product description has been limited to some listing of specifications, or even worse there is no description at all! You would never walk up to a customer in your shop, point at a product and say nothing, so why do it on your website! Let the salesperson in you come out; sell, sell, sell! Point out the cool features, use humour if it suits your branding style. Reassure customers about the products availability, reliability and value proposition. If it’s a water feature, tell them why they should want a water feature and what value it will bring to their garden and therefore their life.
Another consideration for your descriptions is to include lots of relevant keywords. Use specific language to describe the product, then more general language to describe the type of product.
Take Great Photos
Most e-commerce websites will have pictures for their products, but how often do you come across a grainy photo that looks like no care has been taken. It’s not hard to learn, even with a cheap camera, to take compelling photos of your products. If you think your shop floor is a selling point, shoot the product with your shop in the background! If the product comes with accessories, lay them out in front of the product and take a photo encompassing everything. If a supplier’s photo is average, if you have time take a new photo! If your website allows multiple photos to be displayed, take the time to add more photos, especially for your most popular products.
Think about the doubt you feel when you’re buying something in the shop. Then think again about how that doubt is magnified when you’re dealing with:
- An online company
- An online company with a brand you haven’t heard of before.
- An online company with a brand you haven’t heard of before, asking for your credit card details.
- An online company with a brand you haven’t heard of before, asking for your credit card details and providing no reassurance on their returns policies, delivery times, not giving a physical address…
When you’re expanding into the online retail space, the reality is that most customers won’t know who you are, and you need to get payment for things, so you need to ask for credit card details. But one thing you can control is how reassuring your site is. Here’s a quick checklist of things you can improve on your product detail page’s gentle, reassuring touch:
- Include a quick one-liner about your return policy. The full policy wording can be found elsewhere, but a few reassuring words will help.
- Include a quick one-liner about delivery timeframes. Again, your full delivery policy can be found elsewhere, but a quick summary will help reassure your potential customers.
- Include a physical address somewhere on your site. Preferably, on a part of the layout that appears on every page. Online users are more trusting of virtual businesses that can demonstrate a bricks and mortar aspect.
Call The User To Action!
The final and one of the most important aspects you should quickly review about your product detail page, is to have a clear call to action. There should be no misunderstanding, in any way, what you would like the user to do to proceed to the next step of your sales process. Whether your main goal is an add to the shopping cart or to send an enquiry, the button or link to do this should be prominent, large and stand out.
Hopefully these few points give you some insight into how to improve the product detail pages on your product catalogue websites. If you’re a Webfirm client and are interested in having your Account Manager act on some of these items, feel free to contact them! There are many other things we could talk about with respect to other pages on your website, but we’ll leave that for another day.
Tristan Jones – Account Manager, Webfirm
Image credit Jessica L Sheriff on Flickr